Why the Mad Men are mad at us
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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 ...

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.

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    Why the Mad Men are mad at us Why the Mad Men are mad at us Presentation Transcript

    • Why the Mad Men are mad at us Eric Reiss @elreiss IA Summit 30 March 2014 San Diego, USA A politically incorrect review
    • Jacques Séguéla
    • “Don’t tell my mother I work in an advertising agency. She thinks I play piano in a whorehouse.” Jacques Séguéla
    • Big Al’s Brothel (one flight up)
    • ad· ver· tise verb 1 : inform, notify 2 : to call public attention to esp. in order to sell
    • 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,
    • We can’t expect Don to understand how we think until we understand how Don thinks
    • Three ways that guarantee we lose our place at the table Insisting we invented user research Misunderstanding “concept” Humiliating established art directors
    • A brief history of advertising
    • We all know that Jakob invented user testing...
    • 1925
    • John Caples 1932 >
    • “Accept nothing as true about what works best in advertising until it has been scientifically tested.” John Caples 1932
    • OK. But we really understand research...
    • 1908
    • Claude Hopkins 1930 >
    • “Talk to the people who are going to buy your product. This is the first step in any successful campaign” Claude Hopkins 1930
    • Well, B.J. taught us about trustbuilding ... And Kristina taught us about the value of content...
    • 1960
    • 1962 >1983 > David Ogilvy
    • “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” David Ogilvy 1962
    • A few other advertising legends ...
    • Rosser Reeves “Find the USP.”
    • Leo Burnett “Find the drama.”
    • Bill Bernbach “Tell the story”
    • Phyllis Robinson “Tell the story”
    • Meet the Mattel See ’n Say
    • problem ? Jeez, Eric, what’s the
    • Awareness Interest Desire Action A I D A
    • “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
    • Winter landscape
    • Scene of the crime
    • What makes a “See ’n Say” the lowest form of advertising? It relies on eyecatching irrelevancy!
    • Forcing a see ’n say
    • See ’n Say is acceptable for illustrations (but only just)
    • See ’n Say is fine for logos (because they are icons)
    • “Sex sells”
    • Helen Resor “Sex sells.”
    • Babies, boobs, and beagles
    • Pseudo-creativity
    • Tell the story Find the drama
    • Photo courtesy of Mark Hurst
    • Apogee – a lesson learned ... and forgotton
    • Ad agencies don’t always get it right either
    • “Do you want fine writing? Or do you want your fucking sales to go up?” Rosser Reeves 1961
    • Let’s turn to the concept of concept
    • In advertising, concept represents the big idea
    • In the web world, concept represents ... er ...
    • In advertising, there is only one proof of concept
    • Now entering the mind of the art director
    • Now entering the mind of the art director
    • Let’s kill a myth
    • “All advertising is good advertising.” They
    • Fact: A Milwaukee brewer found out sales fell among target audiences that could remember their advertising!
    • 1972
    • 1982
    • 1984
    • Bernice Fitz-Gibbon 1967 >
    • 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
    • “Creativity varies inversely with the number of cooks involved in the broth.” Bernice Fitz-Gibbon 1967
    • “In all the parks, in all the cities, you won’t find statues of committees.” David Ogilvy 1962
    • 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