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

    • What is Advertising a little gu i ded tour
    • so where is Advertising in the Marketing cosmos?
    • 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.
    • The relationship between Marketing & Advertising. Promotion consists of: Advertising , Sales Promotion, Sales Force, PR, DM, etc
    • - 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.
    • Advertising is a people business
    • . . . 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
    • Creatives Account managers Production Planners Media Buyers Advertising the key agency people
    • The Creatives
    • The Creatives COPYWRITER headline bodycopy often become CDs as they are analytical thinkers
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    • http://www.chomchomadvertising.com/360-most-famous-business-taglines/
    • 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.
    • Two coffee brands the look reflects each brand
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    • The Creatives ILLUSTRATOR
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    • The Creatives CREATIVE DIRECTOR {standing in front of you}
    • 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.
    • The Strategic Planner Madmen – 21.50
    • Work starts with a brief
    • Briefs come in different shapes & sizes – good briefs have similar content often named differently
    • What is an insight? [ Madmen – 30.25 ] I don’ t think anyone wants to be one of a hundred colours in a box.
    • What is an insight?
    • 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.
      • 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.
    • What is an idea an idea?
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    • An advertising idea brings a product’s benefit alive in a fresh, relevant and memorable way
    • Coldrex, Bus Stop Ad
    • Coldrex makes it unbelievable that you have a cold. Coldrex, Bus Stop Ad idea
    • Coldrex, Bus Stop Ad
    • 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
    • Coldrex, Bus Stop Ad – spoofs
    • X-Box
    • Stella Artois
    • Alka Seltzer
    • Activating an idea AXE Shower Gel
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    • 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
    • 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 !!!)
    • IDEAS
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    • Our World is changing we are trying to make sense of it . . .
    • more categories of ‘ads’ 2011 vs 2007
    • 4Ps are challenged from Product to Experience
from Place to Everyplace
from Price to Exchange
from Promotion to Evangelism
    • Our World is changing YouTube Gurus
    • Chalkbot Sounds of Hamburg Fun Theory
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