Noticeability is the first test any advertisement has to pass. Research shows that a majority of ads go un-noticed thus leading to huge waste of marketing investments. Only a handful of ads get noticed and more importantly are recalled or remembered. Every week I attempt to share a few clutter-breaking creative ads. Here are a few from the week ending 27 December, 2019. Burger King: Whopper of a Secret Strictly speaking, this is not an…
In 1962, ad legend Bill Bernbach of DDB requested something extraordinary from his client, Avis. He wished they would run whatever advertising the agency recommended. Avis was up against the big spending market leader, Hertz; so they were open to backing bold ideas in order to win in the marketplace. In that context, Robert Townsend, the CEO of Avis agreed to this proposal. Later he went on to write a memo which served as the…
The first and most relevant task of advertising is to get noticed. If that is not achieved discussions on creativity and relevance are secondary. A majority of ads – be it in the online or offline world, are simply ignored. In today’s context the timeless truth of an advert having to break the clutter of the environment it is seen in, is even more important. There are truck loads of creative, engaging content in the…
According to some estimates, brands are expected to spend $15bn on influencer marketing by 2022. But media reports also indicate that the influence of influencers in marketing circles could be waning. A brief look at the issues involved: Influencer marketing: origins and after About a decade ago when blogging was popular, automobile brands would first reveal details of a new model to that community instead of a traditional mass media ad. Even prior to that, Sunsilk from…
November usually sees a surfeit of emotional ads. E-commerce and retail brands, especially from Europe, lead the pack with ads which tug at the heartstrings. Many of them are mega productions, high on the feel-good factor. The week ending November 29, 2019 saw a few of them including creative ads from Carrefour, Apple and more. Land Rover: Discovery Towing Adventures New advertising is old advertising at heart – as the fundamentals of communication have not…