3 reasons why digital campaign ideas fail. As I write this, I am looking at a poster.
Every year, an industry publication releases a digital issue that contains some great posters and infographics that I often find useful and put up on the wall of my office for reference. One from 2011 had an ad on the bottom of it that read, "Creativity Meet Ubiquity. " The ad seemed to infer that you can achieve that advertising omnipresence known as "ubiquity" simply by blasting your ad across all digital platforms -- as if ubiquity was some great Holy Grail that we advertising professionals (especially creatives) have been looking for our entire careers.
As the executive creative director of a digitally focused agency, my challenge is to come up with new and persuasive ideas specific to the online medium. I find myself staring at this poster on my wall, often late at night, while trying to devise an execution that will break through the clutter. Honestly, I am never really going for ubiquity.
Defining an idea too narrowly Falling in love. Scaling Up Social Media. Burberry Group PLC has a rich heritage that would make many other companies envious.
For more than 150 years, this luxury apparel company could credit its success to its instantly recognizable brand and timeless yet contemporary designs. But today a new defining element has come to the fore: branded digital and social media experiences. Just look at how dramatically Burberry has reimagined its fashion shows, once effectively off-limits to the brand’s many admirers. Today Burberry streams its shows to its fans on Facebook (12.8 million as of May 2012) and its audience on YouTube (13.3 million unique video views and about 35,000 subscribers to its channel as of May 2012).
Partnering with Twitter, the company created the “Tweetwalk,” a real-time feed that showcases new designs just before they hit the runway. With these moves, Burberry has positioned itself on the leading edge of digital and social media. Reading Room Presents Insights and Research from WPP Marketing Professionals. How to do account planning – a simple approach. Strategy | Comments | Last built on 14 October, 2010 Account planning is simple Having posted a few thoughts this year about the basics of account planning and strategy (How to get into strategy, Why strategists should make stuff and How to position your business in 3 lines), I thought I’d have a go at explaining a high-level approach to account planning… an account planning process, if you will.
Account planning should be simple. However, a lot of people make a lot of money by making it seem complicated. There’s a well worn Bruce Lee quote that has stuck with me since I was young: “A kick is a kick and a punch is a punch.” It’s probably a similar journey for many account planners. It’s really important to acknowledge that what account planners do is part-science, part-intuition. Your very own account planning approach infographic. Communication is about stimulus-response (notes from mentoring a new planner, part 1) A big chunk of my day job —thankfully the one that I really enjoy— is developing the skills of junior planners in the agency.
It is not just a job for me. I don’t see any reasons why Indonesia can’t have the industry’s world-class talents, and I want to help to make it happen. Since last week, I have been having daily one-to-one mentoring sessions with a brand new planner. This person has worked in different agencies before, but not as a planner. I plan to rewrite the material we discuss in each session as a blog post here. So let’s kick off with the note from the first session. I wish someone had taught me this simple yet fundamental lesson about communication when I started my career. You can work in whichever discipline of marketing communication (PR, activation, direct marketing, digital, or advertising), and yet this fundamental principle remains the same: communication is about stimulus and response. Leo Burnett Worldwide. Sound QR codes offer new advertising possibilities.
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