Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Cuttingthrough
  theclutter
facT:
 In 1971 the average person
 encountered approximately

              560
ad messages per day.

 David Shenk, from t...
facT:
Today, the number is fast approaching




  5,000
    David Shenk, from the book ‘Data Smog’
facT:
 The average person receives on average


178 messages a day.
    Those include email, phone & fax



     David She...
iPod cir1
      ca 971
Google cir 1
        ca 971
Phone cir 1
       ca 971
e-mail ca 1
       cir 971
We live in a complex
   world with constant
  over-communication.

The old rules advertising
  and marketing are no
      ...
STOP
 http://www.youtube.com/watch?v=xwqPYeTSYng&feature=related
“Great design is simple.
It doesn’t require an effort
       to look at it.”
                   ~Juan Montoya
Mission:
 Reverse Canadian Club’s 16 year decline




           Target:
               Males 30-39



            Media:
...
Damn Right
 They Got Results:
Lifted sales +4.4% within 3 months
        of campaign launch,
   outpacing the category lea...
“After all the statistics
      and calculations
    are formulated the
            one element
     that breathes life
  ...
What are you really selling?
Harley-Davidson does
not sell motorcycles.
Jack Daniels does
not sell whiskey.
Apple does not
sell computers.
Doc Marten does not
     sell shoes.
Kodak does not sell film.
Corona does not sell beer.
Adverpanicking
It’s time to stop
Adverpanicking
Stop Adverpanicking
      • Stop answering questions
         that nobody is asking


    • Customers want to know ‘why’
 ...
Stop Adverpanicking
• Stop telling clients what they want to hear,
      tell them what they need to hear.

        • Good...
“Our life is frittered away
by detail. Simplify, simplify.”
                    ~Henry David Thoreau
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Cutting Through The Clutter
Upcoming SlideShare
Loading in …5
×

Cutting Through The Clutter

588 views

Published on

  • Be the first to comment

  • Be the first to like this

Cutting Through The Clutter

  1. 1. Cuttingthrough theclutter
  2. 2. facT: In 1971 the average person encountered approximately 560 ad messages per day. David Shenk, from the book ‘Data Smog’
  3. 3. facT: Today, the number is fast approaching 5,000 David Shenk, from the book ‘Data Smog’
  4. 4. facT: The average person receives on average 178 messages a day. Those include email, phone & fax David Shenk, from the book ‘Data Smog’
  5. 5. iPod cir1 ca 971
  6. 6. Google cir 1 ca 971
  7. 7. Phone cir 1 ca 971
  8. 8. e-mail ca 1 cir 971
  9. 9. We live in a complex world with constant over-communication. The old rules advertising and marketing are no longer relevant. - John Weitzel
  10. 10. STOP http://www.youtube.com/watch?v=xwqPYeTSYng&feature=related
  11. 11. “Great design is simple. It doesn’t require an effort to look at it.” ~Juan Montoya
  12. 12. Mission: Reverse Canadian Club’s 16 year decline Target: Males 30-39 Media: 5 million dollar print buy, mostly magazines
  13. 13. Damn Right They Got Results: Lifted sales +4.4% within 3 months of campaign launch, outpacing the category leader.
  14. 14. “After all the statistics and calculations are formulated the one element that breathes life into marketing is good design.” - Steve Jobs
  15. 15. What are you really selling?
  16. 16. Harley-Davidson does not sell motorcycles.
  17. 17. Jack Daniels does not sell whiskey.
  18. 18. Apple does not sell computers.
  19. 19. Doc Marten does not sell shoes.
  20. 20. Kodak does not sell film.
  21. 21. Corona does not sell beer.
  22. 22. Adverpanicking
  23. 23. It’s time to stop Adverpanicking
  24. 24. Stop Adverpanicking • Stop answering questions that nobody is asking • Customers want to know ‘why’ not who, what, when & where • Good advertising is about the customer. Bad advertising is about the advertiser.
  25. 25. Stop Adverpanicking • Stop telling clients what they want to hear, tell them what they need to hear. • Good ideas need to be sold. • Practice safe design. Use a concept. • Respect the law of seedtime and harvest
  26. 26. “Our life is frittered away by detail. Simplify, simplify.” ~Henry David Thoreau

×