La Commission Européenne et le FC Barcelone unissent leurs forces. Jonny Bauer: brands need to make themselves useful. Brands must set out with a credible purpose and assume a role that makes sense to their customers' day to day lives, says Jonny Bauer, chief strategy officer at award-winning creative agency Droga5.
Having been inducted into the American Advertising Federation Hall of Achievement for his recent work with PUMA, LVMH, the New York City department of education, Prudential, Microsoft, Axe, Johnnie Walker and Dyson, Bauer will speak at the Guardian Changing Advertising Summit to address delegates about the evolution of brand strategies in the digital space. Competition Kicking off the interview, Bauer reflected briefly on the marketing bonanza that took place this summer, in particular, with the Olympic Games. Were clients PUMA as ambitious as Nike were in getting attention during the Olympics? "They tend to go really big at these kinds of events, so we were realistic in terms of understanding that we had one twentieth of Nike's marketing spend to play with. Purpose and credibility. Brand utility. Community based targeting accommodates multiple, mutually exclusive and compounding brand messages to be expressed.
OpenSocial will spur the development of micro-social networks that will be tied together on the backend, facilitating the seamless movement of users from community to community. This in turn will create an umbrella system where I have an over arcing super-identity, but express multiple aspects of it through the micro-communities I join. Your first question is probably: Well I can already do that with groups in Myspace and Facebook. Wrong. Let me explain. What kind of messages you ask? Messages that provide utility.
Still wanna work with banner ads? Let the community shepard/s select the messages. Alright so what do I mean by, community based targeting accommodates multiple, mutually exclusive and compounding brand messages to be expressed? Imagine the Venn Diagram at the top of the post, and imagine that each circle represents a different community. Récupérer un mariage annulé pour célébrer le sien. Economie collaborative / P2P economy.
Exemples brand utility. Blogs marketing utile/solidaire. Les marques utiles. Paul Isakson. Several years ago I was interviewing at what was then one of the top creative agencies in the world.
A few weeks prior to going out for my full day of interviews, I had met with the head of the department for coffee while on a long weekend getaway. He and I had a great conversation and he was excited to have me talk to some of his team about an opening they were looking to fill. My day of interviews went fairly well, sans one. Throughout this interview, I was grilled about my past experience, which at the time, was largely in account service roles.
I did my best to answer the questions thrown at me, but it was clear to me that my answers were not hitting the mark. A week later I received a call from the HR person at the agency and was given a generic dismissal. At that point, he shared with me what really happened. This experience came up the other day in a conversation regarding my post on how to become a master planner. Personally, I can see how this was valuable in the past.