Rund what is advertising . . . Майкл Гибсон из Ark Scholz & FriendsGroup рассказал о кейсах компании и о людях в рекламе
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Rund what is advertising . . . Майкл Гибсон из Ark Scholz & FriendsGroup рассказал о кейсах компании и о людях в рекламе

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The Whats What of Advertising - Кто есть кто , кто делает рекламу Майкл Гибсон - креативный директор Группы Ark Scholz & Friends Group

The Whats What of Advertising - Кто есть кто , кто делает рекламу Майкл Гибсон - креативный директор Группы Ark Scholz & Friends Group
• Около 15 лет работает в рекламе. • Является обладателем 15 фестивальных наград, • Окончил факультет искусств Оксфорского Университета, художественную школу Раскина Оксфордского университета, прошел обучение графическому дизайну в британской школе Central St. Martins. • Работал преподавателем и тренинг-специалистом по дизайну и программным продуктам для дизайна и полиграфии в Британии ,России, Франции и Швеции. • Занимал позиции – от арт-директора до креативного директора агентств таких, как McCann Erickson, Rose, Grey, Lokomotiv Russia ; СЕО креативного агентства при компании Rolf • В клиентском листе – бренды такие, как Coca-Cola, Nestle, Gillette, L’Oreal, Beeline, «Тройка диалог», Saint Spring, Binatone, Mars , P&G ,Visa, Glaxo, Nokia и многие другие.

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Rund what is advertising . . . Майкл Гибсон из Ark Scholz & FriendsGroup рассказал о кейсах компании и о людях в рекламе Presentation Transcript

  • 1. What is Advertising a little gu i ded tour
  • 2. so where is Advertising in the Marketing cosmos?
  • 3. The relationship between us (Advertising) and Marketing. - Clients (P&G, Nestle, Mitsubishi etc) have Marketing Departments. - The Marketing Departments use Advertising Agencies who create advertising to get the message out concerning your brand, business, product, or services.
  • 4. The relationship between Marketing & Advertising. Promotion consists of: Advertising , Sales Promotion, Sales Force, PR, DM, etc
  • 5. - Advertising includes the placement of an ad in newspapers, direct mail, billboards, television, radio, and the Internet. - Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research in third. The relationship between Marketing & Advertising.
  • 6. Advertising is a people business
  • 7. . . . and because it ’ s a people business . . . . . . i ts nuts . . . a s well as colourful . . . always fascinating . . . often infuriating . . . young at heart . . . . . . and not for the faint of heart Advertising is a people business
  • 8. Creatives Account managers Production Planners Media Buyers Advertising the key agency people
  • 9. The Creatives
  • 10. The Creatives COPYWRITER headline bodycopy often become CDs as they are analytical thinkers
  • 11.  
  • 12. http://www.chomchomadvertising.com/360-most-famous-business-taglines/
  • 13. The Creatives THE ART DIRECTOR - Creates the visual story - is crucial to the way a campaign looks. - Art Direction of MadMen : the understanding of the 50s look. What is right, what is wrong.
  • 14. Two coffee brands the look reflects each brand
  • 15.  
  • 16. The Creatives ILLUSTRATOR
  • 17.  
  • 18.  
  • 19. The Creatives CREATIVE DIRECTOR {standing in front of you}
  • 20. The Account MANAGER - Link between ad agency and client. - Needs to understand and 'feel' clients business. - Needs to know clients marketing and advertising objectives. - Needs a lot of diplomacy and tact, should be able to 'tell someone to go to hell so that they look forward to the ride’ - misunderstandings can lead to loss of an account.
  • 21. The Strategic Planner Madmen – 21.50
  • 22. Work starts with a brief
  • 23. Briefs come in different shapes & sizes – good briefs have similar content often named differently
  • 24. What is an insight? [ Madmen – 30.25 ] I don’ t think anyone wants to be one of a hundred colours in a box.
  • 25. What is an insight?
  • 26. Product satisfaction arises less from inherent con- struction and performance than from consumers’ internalised perceptions of personal utility – a low-potency insight. People don’t want quarter-inch drills. They want quarter-inch holes is a high-potency insight.
  • 27.
    • A good insight is like a refrigerator : the moment you look into it – a light comes on . . .
    • An insight should spark the response yes of course - that is exactly how it is.
  • 28. What is an idea an idea?
  • 29.  
  • 30. An advertising idea brings a product’s benefit alive in a fresh, relevant and memorable way
  • 31. Coldrex, Bus Stop Ad
  • 32. Coldrex makes it unbelievable that you have a cold. Coldrex, Bus Stop Ad idea
  • 33. Coldrex, Bus Stop Ad
  • 34. When I have a cold or flu, I really want to get back to feeling myself as quickly as possible. Consumer Insight Coldrex makes it unbelievable that you have a cold. Ad Idea = Coldrex gets you back to who you are, fast . SMP + Coldrex, Bus Stop Ad
  • 35. Coldrex, Bus Stop Ad – spoofs
  • 36. X-Box
  • 37. Stella Artois
  • 38. Alka Seltzer
  • 39. Activating an idea AXE Shower Gel
  • 40.  
  • 41.  
  • 42. What does an Ad Agency look for in new hires - enthusiastic - positive - a feeling for brands and products - aware of advertising campaigns on air and from the past - not afraid to speaa knowledge
  • 43. What do I look for in creative people - strong ideas and a love for ideas. - passion for the business – ie I would prefer not to sleep! - passion for being creative - great work in the portfolio . . . - here is a great portfolio (and DO name it !!!)
  • 44. IDEAS
  • 45.  
  • 46.  
  • 47. Our World is changing we are trying to make sense of it . . .
  • 48. more categories of ‘ads’ 2011 vs 2007
  • 49. 4Ps are challenged from Product to Experience
from Place to Everyplace
from Price to Exchange
from Promotion to Evangelism
  • 50. Our World is changing YouTube Gurus
  • 51. Chalkbot Sounds of Hamburg Fun Theory
  • 52.  
  • 53.