Reading advertising blogs is a superb way of keeping abreast of emerging trends and making you feel like you work in the copy testing department at CPD in 1975. I'm going to need an opinion on the following topics very soon.
INTERESTINGNESS. Russell Davies observed that the first duty of a brand is to be interesting. Now that consistency and key messages feel like such inadequate concepts, Interestingness is a good yardstick for how well a brand is communicating with the public.
SUSTAINABILITY. Clients, the public and the media are miles ahead of agencies here. BSkyB is working on a digibox that automatically powers down to save electricity. You can carbon offset a Land Rover. This isn't issue marketing - this is mainstream. And it's also a source of good marketing ideas. Need to think about how sustainability could be an opportunity as well as a challenge for the brands we work on. Recycled PlayStations shipped to developing markets? A (GREEN) version of (RED)?
OPEN-SOURCE. What are the principles for inviting a crowd to answer your creative and strategic problems? We're piloting this at work with www.TheBigWhatAdventure.com. We need to capture our early experiences of this and learn from them.
NEW MARKETING EFFECTIVENESS. This year's IPA Effectiveness awards was a bunfight between the new marketing Mods and the old marketing Rockers who can only judge the merit of a campaign with a stash of ratings and panel data. No wonder the winners looked so traditional when the Rockers prevailed in the judging. We're still no closer to having a workable and effective set of tools for weighing the performance of an idea. We need to gather and codify all the potential ways of measuring the contribution of new generation marketing.
hey dude, had to get in touch when i saw your name and then saw that you were interested in sustainability. props. and you're right marketing people and agencies are miles behind. every CEO in the FTSE 100 has this near the top of their list of things to do something about. meanwhile marketing people think its niche. shame. especially as most agencies are struggling to get a seat at the top table. we should talk more about this if you're seriously interested. i'm working with a company who's aim is to help brands find value in cutting carbon. making it important and fun.
Posted by: sidekick | May 04, 2007 at 06:42 PM
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Elaina
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Posted by: Elaina | February 21, 2009 at 11:09 AM