Entertain you… Make your heart, mind & probably feet move… Make you smile….. Hopefully, make you forget your classes, submissions.. and the other B school Blah Blah… And probably leave you with an advertising afterglow…
Your Hosts for the show! Sanjeev Living talking Gatorade [email_address] COO @ FCB ULKA Sanjeev is what you call an energy drink. Always tripping on work, I wonder if he ever sleeps!! Plays the occasional but the passionate writer whenever time lets him Maulshree Enthu cutlet MBA @ ISB Played client at Godrej Claims to “Plan” on SCJ, Naukri, ITC, IBIBO etc Plays Storyteller on weekends
2 case studies that take you through the making of an ad
See Good Advertising
Questions & (hopefully) answers : Your commissioned turn to speak!
The World of Advertising Moving minds, hearts, and feet!
“ The cod fish lays ten thousand eggs, the homely hen lays one. The cod fish never cackles to tell you what she’s done. And so we scorn the cod fish, while the humble hen we prize. It only goes to show you that it pays to advertise ” - Ogden Nash
In early 20 th century in America, the production of oranges grew at an alarming rate. With the result of which, orange trees were being cut down and natural resources started to be getting wasted.
Mr. Lasker who regarded the idea of cutting trees as criminal came up with a revolutionary solution for Sunkist, a leading international citrus supplier … … to persuade the public to drink orange juice.
He created something called “Juice Extractor”, which not only gave a way to consume oranges but also changed the behavior of the public. Mr. Albert Lasker is the founder of FCB and is regarded as the father of modern advertising.
In 1988, a meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is history.
What can be the best visual representation of “movement”?
It leads to better, more effective and measurable work
“ it is difficult to produce good creative work without a good brief”
“ The whole idea is to stimulate the creative imagination, not to restrict it. Ultimately you are buying creative ideas. Procurement people can sometimes write briefs as though they were buying copper piping or paperclips. But selling is an art. It’s more like briefing an architect. We need agencies to feel inspired so they can do their best work.”
An inspiring brief will buy a client the “ shower time” of his agency team!
Judging Creative Ideas judging ideas is both an innate talent and a skill. it’s both rational and emotional. it’s where personal tastes and preferences can collide with process and consensus . it requires imagination, leaders hip and trust. inevitably it leads to conflict .
Assessing and responding to the IDEAS their agencies put forward is one of the most difficult things clients have to do
To assess ideas you need to be able to place them in a broader
context and compare them against ideas you have seen elsewhere
and considered ‘good’ or ‘bad’:
Know good ads, the ads that won the awards
Know what your competitors are doing in media & creative terms
Know how brands similar to yours are being marketed and advertised in other countries?
know your own brand’s advertising and promotional history inside out?
Also, don’t use the ad break to heat up dinner…. Do look at the advertising in newspapers….. Open the mail-packs that land on your doormat….Check the promotions in-store when you go shopping. ….Click on the ads on the Internet….. It will help remind you of the people you want to talk to.
The page they are buying seems roomy enough to throw in 5 or 6 more things besides your snappy little idea
But customers have specific need. They never go shopping for full lines of products.
“ Bubbly, sugar-based liquids in a variety of vastly different tastes for all your thirst needs.” What if Coca-Cola did a full range communication for its 80 soft drink brands? You may attract some fringe audience, but at the risk of loosing the main audience he needs most
“ Negative headlines are wrong” It’s boring!! It leaves no question answered No Story No Drama No Interest!!
Have you ever seen a newspaper headline which says
Plane lands safely at airport. People don’t slow down to look at the highway, they slow down to look at the highway accident
As long as the client’s product is portrayed in a positive light or seen to solve a customer problem, the net return is positive.
“ Men wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success-Ernest Shackleton” This small classified ad was run by the famous explorer in 1900 to find fellow adventurers to trek with him in search of the South Pole.