It is said that a majority of advertising is mediocre and plain forgettable. While we all are exposed to hundreds of commercial messaging, only a handful are memorable. Here are a few which caught my eye over the week: Mercedes-AMG, intel 360 and more. 1. Mercedes-AMG: ‘Easy Driver’ Super Bowl advertising has acquired its own set of codes of late. Traditionally, it offered a platform for traditional, one-off TV spots for big brands. Later, startups…
A common grouse among the senior folk in advertising is that the youngsters (read, the ‘digitally savvy’ – whatever that means) don’t have a solid grounding in marketing and advertising. It is believed that they lack an exposure to the strategic aspects of advertising and its role in brand building. Moreover, they are said to lack the skill set and therefore pay less attention to the ‘craft’ of copywriting or art direction. So digital creative…
It is said that a majority of advertising is mediocre and plain forgettable. While we all are exposed to hundreds of commercial messaging, only a handful are memorable. Here are a few which caught my eye over the week ending 6th January 2017: Seagram’s new ads, spec work for Adidas and more. 1. Imperial Blue: men will be men One of the earliest ‘Men will be men’ ads – the one set in an office…
Recently there was a good read about what ails advertising today. The writer, an advertising veteran, lamented the lack of craft in the business, driven largely by the advent of ‘digital’ and technology – a common grouse from senior ad agency folk. The points made were spot on. My theory is that creativity lost its way during the digital boom years. Almost overnight, online software meant anybody could create their own layouts. Our clients decided…
While chatting with a marketing veteran recently, the discussion acquired a ‘those were the days’ ring, recounting some of the best practices of CMOs of yesteryears. While some of them are eternal truths of business, applicable to any business relationship (not just that of a marketer-agency), there are a few which ring true more for the advertising industry. A marketer can actually do almost all of what an ad advertising agency excels in, except one…