7/29/2010Posted by Leo Ryan, Influence Planning Director, Draftfcb London
This is a belated post about the digital culture smorgasbord that is SXSW. Earlier this year I was fortunate enough to attend SXSW and have written endless almost-finished-blog-posts and presentations about the amazing things I learnt and saw there. Now I have finally managed to (quickly) check my punctuation and spelling and roughly assemble my notes into an almost intelligible format...enjoy.
Some things that make SXSW cool...
The breadth: There is a very broad range of attendees: Compared to some 1 day conferences in London SXSW is incredibly good value. This low cost means that instead of a few clients from Proctor and Gamble and the creative digital director of BBH talking to themselves at the Grosvenor Hotel you get students, indy agencies, R&D guys from HP, tech and media startups, VCs and angel investors and every level of employee from interactive and marketing agencies including Draftfcb's healthy contribution that included junior creatives teams through to senior bods like Rob Sherlock and a raft of HR recruitment team swooping on any wandering talent.
The depth: There is a Massive Choice: Each session has about 21 different events from lectures to workshops, demonstrations and round-table discussions / debates. On the upside, what would be in itself a very good conference in Europe or indeed anywhere in the world is all on in one 60 minute session. On the downside obviously you can't possibly see everything or even just the things that you are really really keen to see. So completely opposite to TED where you get a single stream and lots of intense conversation around a single topic at SXSW you get lots of different conversations. To deal with the spread of interest the Draftfcb team split up and then shared notes after each session.
The treats: The Goody Bag was so heavy it could only be dragged back to the hotel and dumped on the floor to sift through. Containing all kinds of fun treats, stickers and flyers, some of them useful, most of them rubbish. Best one were the free Sticky Bits which I have only just re-discovered and distributed around the London office...
The BBQ: As a Queenslander born and bred I have strong opinions about BBQ. The Texans do it very differently but they do it very well. As evidenced by the regular damage we inflicted at Stubbs.
The Weather: Spring comes early to Austin. So while my family friends and colleagues were still shivering in London was in short sleeves and even managed a swim at the natural outdoor Barton Spring.
The Headsup: It is the harbinger of Things To Come. The products and projects launched or profiled at SXSW includes;
2006: Wikipedia2007: Twitter2008: Facebook Beacon (I didn't say they were all successful)
2009: Spotify2010: FourSquareSo what did this years SXSW presage?
1. The Internet of Things
The intersection of online and offline worlds. Newspaper Club printed a newspaper for the conference but took all of their content form the speakers and event data, Sticky Bits were handed out randomly and stuck to all manner of things (no, I'm not going there..) and naturally FourSquare and Gowalla were in high demand.
FourSquare added 100K users after SXSW. During the event we used it as a way of keeping track of who was in which talk, bar or party, sometimes with some hilarious results as we discovered a group who we'd invited to dinner had instead decided to meet separately, but only two blocks away...
QR codes on our conference passes meant that (for mobile phones with the software installed) you could just scan someone's pass and get their info into your contacts. No, it's not particularly new but when you see a gadgetally advanced crowd who all have iPhones and who all want to connect in a short period of time then you start to see the future of how this might be used.
2. There's an App For That
The SXSW iPhone app was a bit rubbish but it heralds an interesting thing; special purpose short term apps with very specific functions like a Nivea For Men World Cup App or a Matters *%^ Me Numbers App.
3. New kinds of businesses
There are some very different kinds of business emerging who are not hampered by legacy business thinking or technology who are really thriving in this new environment. Local Motors, Mint, SmartyPig, Vook, Newspaper Club are all very new types of business operating in traditional sectors; automotive, finance and publishing. There is a significant shift underway and we need to help clients to understand and adapt.
All in all an inspiring and invigorating event. MOre posts to come on some of my fave talks including Transmedia, Future of Publishing, Education 2.0. Once I get this pitch out of the way...
7/2/2010
Posted by Joshua Dysart, Manager, Corporate Communications
Though I'm not the world's biggest soccer fan/follower, I'm definitely a fan and have tried to catch as many World Cup matches as possible during the weekend. And, like many of you, I noticed the constant buzzing noise from the vuvuzelas right away.
The OFF! team at Draftfcb Chicago quickly developed this fun little spot that addresses the vuvuzela “problem.”
Vuvuzela Video 5/14/2010Jaime Groth, Copywriter, Draftfcb Chicago
What works now: The personal touch.
“Hi. I’m a Mac.”
“And I’m a PC.”
Everyone instantly recognizes and loves this Apple campaign from TBWA. Why?
Well, for starters, the ads are perfectly cast with Justin Long and John Hodgman as the human version of a Mac and a PC, respectively. And the dialogue between the two, which smartly revolves around the superior quality of Apple products, helps consumers to compare and contrast the facts while entertaining them. That’s no small feat for a TV spot.
Secondly, throughout the whole the “Mac vs. PC” campaign, the takeaway message—whether it revolves around Apple’s virtually virus-free OS or its ease of use—makes everyone want to BE a Mac. In an industry that’s infamous for being cold, technology driven and impersonal, this is a huge win for Apple. And the results don’t lie: Apple stock is soaring, as more and more people choose to be a Mac, rather than buy a PC.
Now, as the products get leaner and meaner and continue to outpace the competition, the ads are getting even better. Hodgman’s PC character has become hilariously desperate, trying in vain to turn the tide against Apple in every spot. And Long’s Mac character stays the same—ever reliable, calm, cool and collected. A perfect example is in one of the most recent spots, “Surprise.”
The current batch of commercials make you almost feel sorry for Hodgman’s PC character. Almost. And that’s the beauty of these spots. Truly, “Mac Vs. PC” is an all-around great brand campaign that has always worked hard for Apple…and always will.
And the spot will continue to inspire consumers not only to buy—but to BE—a Mac.
Up for discussion: So…are you a Mac or a PC, and why? Tell us in the comments! 5/6/2010Janet Barker-Evans, EVP, Group Creative Director, Draftfcb Chicago
"A well-constructed brief will allow for serendipity, unpredictability, and the capricious whims of fate, for that is the creative realm from which breakthrough ideas emerge."
- Tim Brown, "Change By Design." |
| I can't remember the last time anyone went on and on about a well-written brief, but without them, creative minds are not properly fed. Perhaps the unsung hero of the agency world, well-concepted and passionately-created briefs are the output of only the most talented of strategists. Those who truly dig into the problem to be solved, embrace the consumer to be addressed, to find true insights and real fodder from which the creative team can take flight.
On the contrary, you hear mostly about the bad ones. Epic fisherman's tales of the worst briefs ever seen, and their inevitable outcomes. Ask any creative to talk about bad briefs and they will begin by settling back in their chair like a grandfather about to tell incredible tales of childhood, famine and far away places. It's an easy yarn, to be sure.
But Brown has hit the nail on the head. When done right, a good brief provides just the right balance of constraint and freedom, of kite and string. Allowing not only the false starts of first flight, but also the exuberance of altitude that can only be achieved with both wind and tether.
As I head into several long weeks of creative development, I think perhaps I need to be more outwardly appreciative of my strategy partners who so beautifully allow for my own capricious whims of fate, and hold us all aloft so we can soar. 4/22/2010
Posted by Mariana Hernandez, VP, Planning and Research, Draftfcb Mexico City
Over the past months, I have dedicated some time to understand creativity as a human and psychological process, going beyond advertising. This task is a part of the final thesis of my master's degree in psychology. I have talked to many creative people to dive inside their systems, discover the tools they have and what kind of internal clues they use to trigger creative processes. It has been fascinating because creativity is a very complex process with many parts taking place under the surface of consciousness. Specially, the phase known as incubation. During this “mysterious” phase, all the ideas, stimulus, information, memories, learnings… are mixed together into a primitive/emotional part of the brain, while the rational part is busy doing something else, not related with the creative task (like solving Sudokus, for instance). This is the first article I wrote regarding this mater for Adlatina (the lead advertising online/offline advertising magazine in Latam region), where I have been collaborating as a writer for the past 6 years. Hope you like it.
To read the full article in Spanish please click here. 2/5/2010Posted by Steve Schildwachter, SVP, Group Management Director, Draftfcb Chicago
My first-hand lesson about how social media messages depend on content and relevance, posted on 11 January, reminded me of a successful client I worked with in the late 1990s.
This client had his own formula for marketing: Message, Media, Creative. The idea was to start by figuring out what you wanted to say (Message), where is the place to say it (Media), and how to say it in a way memorable, convincing, and relevant to the medium (Creative).
This formula works as well today as it did way back in the 20th Century. The greatest channel-neutral plan or the most entertaining creative don't mean bubkes if the message isn't appealing.
A modern example of this principle is the above Google diagram* describing how your SEM copy is everything when inviting consumers to your cause. It's actual advice is: "A successful link bait can increase inbound links, traffic and brand awareness."
In English: If you have a strong message, suitable for SEM and write it well, you can meet your objective.
* Hat tip: the blogress Little Miss Jen.
(This post originally appeared on Ad Majorem)
1/28/2010Janet Barker-Evans, SVP, Group Creative Director, Draftfcb Chicago
I remember being in college and being so moved by the words of advertising writers. Inspired! Encouraged! Challenged, even! Some of my favorite quotes were typed up and posted on my desk so I would see them daily.
“There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” - Fairfax Cone
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” — David Ogilvy
“I have learned that any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.” - Leo Burnett
“You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. because if they don't feel it, nothing will happen.” - Bill Bernbach
These four are just a few - but they all present or reinforce the fundamental truth about copywriting - our job is not to simply tell, but to sell. We need to engage, entice, incite, persuade and inspire.
A lot of the copywriting I see today is blech. Common. Uninspired. Boring. From banner ads to bus ads to tv spots, there is so much bad writing. Even worse is when you see a really great idea with really bad copy.
It seems as if too many writers have forgotten the back half of their job. First - the idea, yes. But then, the execution. I used to write a hundred headline iterations before I found the perfect one. And even then I would play with it until I got it right, or ran out of time.
Much of what I see out in the world today seems as though it is the first thing that came to the writer's mind. First out of the printer. I've even wondered if I were able to track down the writer of a bad piece of communication, could that writer show me a pile of previous drafts? Probably not.
In today's world of immediacy, 'good enough' seems to be accepted as... good enough. 'There's no time to be great,' seems to be the implication. And everything seems to be disposable, as well. If a banner ad only runs for 2 weeks, why care how well the copy reads?
And yet every now and then, I come across something so well written, so beautifully crafted, that I become giddy at the reminder of why I got into this business in the first place. Just knowing those gems are still out there gives me hope. Like diamonds, they're hard to find, but beautiful to uncover.
And so this year, my goal is to seek out the very best examples of copywriting in our industry - and to celebrate them. In doing so, I hope to improve my own skills, and inspire other writers to do the same.
Watch this space for updates on my crusade - and examples of what I find. And if you run into anything brilliant out there? Please send it my way.
The quest begins. 11/3/2009Posted by Janet Barker-Evans, SVP Group Creative Director, Chicago
I recently ran across this article, "A Plea to All Creatives: Stop Going to Work" by Joe Duffy and I loved it.
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I find myself regularly reminding my team that there is a whole world
outside where inspiration and contemplation abound. We are blocks from
the Museum of Contemporary Art here in Chicago (free on Tuesdays.) A short jaunt from the Art Institute of Chicago
(free on Thursdays). And we are surrounded by public art and
architecture and people and stores and unlimited stimuli from which to
draw new ideas and reconsider old ones.
And yet daily I see talented
people staring at the computer screen on their desk and finding more
value in Facebook than in the faces of people on the street. Devoting
more time to texting than to people-watching.
Certainly we all have a job to
do, and I will never be one to advocate the squandering of time. I
come to work early. I generally leave late. And I clock back in from
home most evenings after dinner.
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And perhaps I, too, need to take heed of Mr. Duffy's advice. But rarely do I have a young eager soul come to me and tell me they are going out into the world to refuel their brain and find new ideas. It is not often that I see people start first with a physical change in space and surroundings when trying to solve a creative problem. No, we generally go back to our standard space and stare at the screen in front of us, willing it to bring us the answer.
"Being someplace, like in the office, for appearances sake is futile," Mr. Duffy tells us, and I concur. These days much of my time is spent in meetings, and in my role, that's to be expected. But is that an excuse? Am I doing the very thing I tell my team not to do?
As I sit here and type this, I begin to wonder if maybe I'm setting a terrible example. Certainly I expect them all to deliver great ideas. And I want them all to self-manage and be responsible. But if I tether myself to my desk and a few random conference rooms within the office... am I not part of the problem? Is this how I define my 'work'?
"Fresh ideas come from fresh minds. Fresh minds need constant and new stimulus," is what Mr. Duffy tells me. And again, I agree.
In the end, he advises that when you look at the idea of "work" differently, and when you use the power of technology and our ability to connect with others across space and time in a number of different ways, you can view your office in a very different light. And I would argue, define your working space on a much larger scale.
What example are those of us in management setting for those we lead?
I don't know about you, but I'm going to try to lead by example. After all, it's Tuesday. The Museum of Contemporary Art is two blocks away. And I'm sure I have an hour or so to spare.
10/12/2009
Posted by Tina Manikas, Global Retail and Promotions Officer
There was plenty to celebrate at the Museum of Science and Industry in Chicago last Thursday night as our work for the U.S. Postal Service was awarded a PRO Award in the Best Use of P-O-P category for the USPS Innovation Center. The Innovation Center is a fully operating Post Office that uses state-of-the-art retail technology and best retail practices. Since opening in June 2008, it has served as a learning lab for testing new ideas that can be rolled out nationally, and it hs had tremendous results.
The work can be seen by clicking here. Congratulations to everyone involved! 10/5/2009Posted by Kathy Bucaro-Zobens, EVP, Executive Creative Director, Draftfcb Chicago
The ADCOLOR Award Show at the ANA convention last night was a spectacular event. In the majesty of the Arizona Biltmore, a majestic group of legendary professionals who have made diversity their professional and personal mission were honored.
People like:
- Earnest Bromley, the founder of Bromley Communications
- Gilbert Davila, VP-Global Diversity and MC Market Development Disney
- Edgar Sandoval, General Manager-North America Procter & Gamble
- Cristina Saralegui, A world famous journalist and talk show host for Univision. (She is referred to as the Latina Oprah.)
And of course, Draftfcb Chicago’s own Eduardo Dehesa-Conde, SVP/Group Creative Director. Although his own humility would prevent him from acknowledging this, he made such an impression on everyone in this crowd of over 400 people and all the other honorees, that when Cristina Saralegui accepted her All Star award, she even referred to Eduardo in her acceptance speech.
The first part of Eduardo’s speech was an entertaining and heartfelt message about some of his personal experiences in the U.S., delivered in his own engaging and self-deprecating way. This is how he closed:
“This is a tremendous honor, not only for me, but also for every person of diversity who believes that nothing is impossible. Thank you to the Adcolor organization for recognizing the importance of empowering diversity. Thank you to all honorees for making a positive difference and inspiring others to do the same. Thanks to those who left me with warm impressions and also to those who made things very difficult for me. Thanks to my clients and colleagues for inspiring me and making me a better professional and human being. Thanks to my family and those I love and love me back, for giving me support over the years and throughout my life explorations.
And thank you to Draftfcb for being an innovation catalyst across all segments and in all ways, and for not just saying and promising, but doing.”
Make sure to pick up today’s Advertising Age, which has a special supplement that highlights the honorees.
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