Meaningful. That demonstrate, don’t tell. That add value rather than annoying people. That are useful ‘products’ in their own right. That tap into current culture.Involving. That have a memorable ‘hook’ that draws people in. That are rich, and work at different levels. With content that people want to interact with, and share with each other.Human: With real people, who care, being themselves (not a faceless corporate voice). Being real, open and conversational.Honest: We don’t kid ourselves that we’re making art or entertainment. We’re trying to sell things for our clients, and we think it’s better to be honest about that to consumers.
Interesting and communicable.Interesting enough that you don’t need advertising?Or the ads write themselves (Apple).
This is our thing.We’re an advertising agency, with a strategy consultancy hidden inside.
‘A Plan' is a blockage. Set the vision but allow the route there to be flexible (a 'journey' rather than a campaign).
Glyn's Next11 talk
NEXT11Using data to make advertising more human<br />Glyn Britton<br />Managing Partner, Albion London<br />
Excite but don’t Ambush: Advertising that engages instead of forcing us to listen.<br />
WE STARTED DOING IT INSTINCTIVELY,NINE YEARS AGO<br />
Russell M Davies<br />Urban Spam... the last desperate interruptive marketing arms race, which is just going to annoy every consumer on earth before the industry learns that attention needs to earned not bought.<br />http://alb.io/nUrbanSpam<br />
UR STILL INTERUPTING PEOPLE.<br />WE NEEDZA WHOLE NEW MARKETING MODEL.<br />
The new marketing model?<br />Talk like real people do<br />Make the business interesting<br />Find your community<br />Open up<br />Become part of culture<br />Create useful content<br />Demonstrate, don’t tell<br />Design your own media<br />Do lots<br />CAVEAT:THIS IS JUST WHAT HAS WORKED FOR US<br />