Hasta La Creative!

Seeded by The 7th Chamber
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LONDON – Toyota has appointed John Thomson to the role of UK marketing director, taking over from Mark Hall, who is moving to a senior role within Toyota Motor Europe.

Life throws up various problems where the irritations they create are outweighed by the hassle of removing them. Thus we learn to live with things like a messy desk, the boyfriend/ girlfriend who are always late and tangled up cables. Therefore, you’d think that if there’s a promotional product that could remove one of these issues then it should be a winner.

At least this is the thinking behind Brightbutton’s Tulip product, an iPod accessory designed to stop your headphones getting tangled up.

In these difficult economic times, chief marketing officers seeking to help their companies grow revenue and remain viable in an unstable market need to pull out all the stops. One often overlooked and underused yet highly effective tool is brand licensing. Brand licensing can help provide some real financial relief during tough times and help marketers replenish and energize their brands, positioning them for even greater success when the economic engine starts whirring again.

No matter what clients tell you, purchasing included, it's never solely about price. You can lose because you're the high bidder, but you can seldom win as the low bidder.

The new RB handle also aims to get the company past a name that's difficult for people to spell and say in much of the world, and from a tendency even among people who know it to refer to it as Reckitt.

LONDON – Haribo is launching a summer sampling campaign to drive sales and awareness of its Fruity Fruitti range of sweets.

LONDON – Nabs, the advertising charity, has appointed Nicky Unsworth, the managing director at BJL Group, as its chairwoman to represent the charity in the North-West.

Step aside, cupcake fad. Little Debbie wants muffins to be the cool new snack.

At the office, the other creatives and I were working on some concepts for a potential client, bouncing witty to wacky ideas around when someone rained on the parade with “let’s be sure not to get too smart or clever for the general public,” and then sighs and “aww man”s filled the office because we all knew the glum-chum was right. There, the creative juices no longer flowed but leaked, the witty banter withered, and the beautiful minds were bound.

But, I ask you, where is the bar set when it comes to the general public’s “clever threshold”? When is clever too clever? How much wit can a creative expend before going over the heads of said general public? And who constitutes the “general public”? So that you have a better idea of where I’m coming from, we were working on  an online video for a workout product. Should we run with stereotypes and assume our target audience is nothing more than meatheads whose I.Q. is far less than the dumbbells he curls? Or the ditzy blondes who wear open toe shoes so they can count up to 20?

That seems rather unfair. I’ve met individuals who are plenty smart and capable of bench-pressing me for a warm up as well as individuals who’ll count my fingers when the weather’s cold. A tricky game this advertising business is. Here are a few demonstrations of clever advertising that the “general public” may have missed:

Did you get them all? Are you an advertising maven? On a scale of 1-100 where does the “general public’s” “clever threshold” rank? I’m just full of questions in this post, so maybe I’m just not as smart as I think I am. Damn it, what’s my clever threshold?

Tommy Liu, the man, the legend (to be) wields his pen of creativity against the injustice of mediocriety plaguing the world as the Creative Officer at Supercool Creative where he also manages the blog. Click here to view some of his battles (he doesn’t always win).