Nick Jefferson is managing director at Gyro
At least on one reading, the creative heart of our industry has been knifed; violently, and by one of its own.
The Guardian ran a piece on the results of a two year study undertaken by neuroscientists at the University of Utah who – shock horror – have come to the conclusion that the right-brain/left-brain dichotomy that has underpinned so much of agency-land for more than half a century is no more than a myth.
Read more on Right-brain, left-brain is dead. Long live Bernbachism…
Digital is so brilliant but it’s such a mess. That’s why we need media and awards to help sort the wheat from the chaff so we know what we need to spend our coin and energy on.
Novelty-driven campaign microsite with no connection to the brand narrative, or considered content strategy, building audience and equity over the long term? It’s hard for anyone to make these kinds of decisions in the complex space we’re in, so reference points are key to navigation.
Read more on Lovie Awards remedy the digital marketing mess…
Dave Roberts is deputy MD at M&C Saatchi Sport & Entertainment
Like many Worldwide Film Premiers, David Bowie’s new film has had its fair share of hype. But the difference is it wasn’t filmed in Hollywood. And it hasn’t launched in Leicester Square.
Read more on Brand and celebrity partnerships must love and be loved in return…
Nick Jefferson is the Managing Director of Gyro London
‘Thought leadership’. I’m sick of it. Along with ‘storytelling’ and ‘Big Data’, it has to rank as one of the most ubiquitous and annoying clichés of 2013. Every event, every written piece, every fatuous conference presentation – ‘thought leadership this, thought leadership that’.
It’s not that I don’t believe in thought leadership. Far from it. I’m a passionate advocate for it. It’s just that, as with most things in life (true agency integration being one of them, by the way), if you’re talking about it, you’re probably not doing it.
Read more on ‘Thought Leadership’ is bullshit….
Lindsay Pattison is the chief executive of Maxus UK and chief strategy officer of Maxus Global.
It would be foolish not to champion targeting the over-50’s. In the UK, over a third of our population is aged 50 years or more – owning about 80% of our country’s net personal wealth. So why are the baby boomers and older members of Generation X so rarely showcased in an aspirational way in our advertising?
Nowhere is this more evident than in fashion, where outside of The Guardian’s excellent Fashion For All Ages section, we rarely see older models wearing anything on-trend. When over-50s make up the largest slice of the market (think cars, white goods, tablets) are we an industry fixated on youth to our own detriment?
Read more on The invisible wealthy – is the ad industry obsessed with youth?…
This guest blog was written by Gail Parminter
Project Bush is an initiative by ad agency ‘Mother’ that’s “a call to action for women to stand up to the pressures of modern society and present their bushes in all their glory.
Whether waxed or never tended, young, old, black, brown or white, we want to display London’s lady gardens in all their variety, and demonstrate the choice that many young women –particularly – may not realise they have when it comes to waxing.”
Read more on Muff watch with Mother…
There’s a confusion going on in the marketing world. Content, without marketing, is not “content marketing”. It’s content creation. There’s a difference. Those waking up to the content craze, that hit our shores from the States in last couple of years, have only taken on part of the message. You only have to read the digital marketing blogs to witness the surge in those taking on the content part of the mantra – but forgetting all about the marketing side of the equation.
The idea behind content marketing is that the content you create needs a purpose, a reason to exist. And generally speaking there should be two types. Branded content – that’s created purely to engage with an audience with subtle mentions of the brand and services it provides. And then specific, targeted content aimed at the customer (B2B or B2C) once you’ve identified their interests.
Read more on Content is only one half of content marketing…
“Observational comedy is when the comedian pretends to have the same life as you. Rather than being a philandering coke-addict.”
If you’re at the Edinburgh Fringe you may get to see Stewart Lee who, as you can see from that quote, has a comical dislike of Michael McIntyre.
Read more on Why Michael McIntyre would do annoyingly well in advertising…