Why the Mad Men are mad at us

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Our world is changing. Advertising agencies blew the web opportunity the first time around, but they’re not going to let this happen again. They’re smart. They understand communication. They can run persuasive rings around BJ Fogg. And they’ve been doing user research since before Jakob Nielsen was born.

The last couple of years, IAs have learned to appreciate business thinkers like Philip Kottler and Peter Drucker. Now it’s time to get acquainted with the ad industry’s pioneers: Claude Hopkins, John Caples, Rosser Reeves, Bill Bernbach, and David Ogilvy.

This presentation will take a closer look at what ad agencies consider “good” advertising, how they interpret “concept,” and why our notion of “proof of concept” is completely nonsensical in the world of advertising.
I’ll show you some successful campaigns and some award-winning campaigns -- these are not necessarily the same thing -- and explain out why these are admired or condemned by so-called “creatives” at ad agencies.

Published in: Design, Business

Why the Mad Men are mad at us

  1. 1. Why the Mad Men are mad at us Eric Reiss @elreiss IA Summit 30 March 2014 San Diego, USA A politically incorrect review
  2. 2. Jacques Séguéla
  3. 3. “Don’t tell my mother I work in an advertising agency. She thinks I play piano in a whorehouse.” Jacques Séguéla
  4. 4. Big Al’s Brothel (one flight up)
  5. 5. ad· ver· tise verb 1 : inform, notify 2 : to call public attention to esp. in order to sell
  6. 6. where the best cloth is woven to your desires, a whole gold coin is offered” “For the return of my slave to the shop of Hapu the Weaver,
  7. 7. We can’t expect Don to understand how we think until we understand how Don thinks
  8. 8. Three ways that guarantee we lose our place at the table Insisting we invented user research Misunderstanding “concept” Humiliating established art directors
  9. 9. A brief history of advertising
  10. 10. We all know that Jakob invented user testing...
  11. 11. 1925
  12. 12. John Caples 1932 >
  13. 13. “Accept nothing as true about what works best in advertising until it has been scientifically tested.” John Caples 1932
  14. 14. OK. But we really understand research...
  15. 15. 1908
  16. 16. Claude Hopkins 1930 >
  17. 17. “Talk to the people who are going to buy your product. This is the first step in any successful campaign” Claude Hopkins 1930
  18. 18. Well, B.J. taught us about trustbuilding ... And Kristina taught us about the value of content...
  19. 19. 1960
  20. 20. 1962 >1983 > David Ogilvy
  21. 21. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” David Ogilvy 1962
  22. 22. A few other advertising legends ...
  23. 23. Rosser Reeves “Find the USP.”
  24. 24. Leo Burnett “Find the drama.”
  25. 25. Bill Bernbach “Tell the story”
  26. 26. Phyllis Robinson “Tell the story”
  27. 27. Meet the Mattel See ’n Say
  28. 28. problem ? Jeez, Eric, what’s the
  29. 29. Awareness Interest Desire Action A I D A
  30. 30. “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” Leo Burnett 1956
  31. 31. Winter landscape
  32. 32. Scene of the crime
  33. 33. What makes a “See ’n Say” the lowest form of advertising? It relies on eyecatching irrelevancy!
  34. 34. Forcing a see ’n say
  35. 35. See ’n Say is acceptable for illustrations (but only just)
  36. 36. See ’n Say is fine for logos (because they are icons)
  37. 37. “Sex sells”
  38. 38. Helen Resor “Sex sells.”
  39. 39. Babies, boobs, and beagles
  40. 40. Pseudo-creativity
  41. 41. Tell the story Find the drama
  42. 42. Photo courtesy of Mark Hurst
  43. 43. Apogee – a lesson learned ... and forgotton
  44. 44. Ad agencies don’t always get it right either
  45. 45. “Do you want fine writing? Or do you want your fucking sales to go up?” Rosser Reeves 1961
  46. 46. Let’s turn to the concept of concept
  47. 47. In advertising, concept represents the big idea
  48. 48. In the web world, concept represents ... er ...
  49. 49. In advertising, there is only one proof of concept
  50. 50. Now entering the mind of the art director
  51. 51. Now entering the mind of the art director
  52. 52. Let’s kill a myth
  53. 53. “All advertising is good advertising.” They
  54. 54. Fact: A Milwaukee brewer found out sales fell among target audiences that could remember their advertising!
  55. 55. 1972
  56. 56. 1982
  57. 57. 1984
  58. 58. Bernice Fitz-Gibbon 1967 >
  59. 59. Webmaster Webmaster Visual designer Copywriter Developer Visual designer Information architect Copywriter Front-end engineer Full-stack developer Visual designer UI designer Interaction designer Content strategist Information architect Content providers SEO consultant Social media guru Product manager Project manager Token baby boomer 1995 1998 2000 2014
  60. 60. “Creativity varies inversely with the number of cooks involved in the broth.” Bernice Fitz-Gibbon 1967
  61. 61. “In all the parks, in all the cities, you won’t find statues of committees.” David Ogilvy 1962
  62. 62. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com
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