Faculdades Barros Melo has, along more then a decade, growing the majority of the talented young professionals of Northeast Brazil. Most of them are well positioned in some major agencies in the country and abroad, being recognized and awarded worldwide.
Advertising School: Faculdades Barros Melo, Brazil
Creative Director: Daniel da Hora
Advertising Agency: Dez Comunicação, Porto Alegre, Brazil
Creative Directors: Thiago Bizarro, Carlos Saul Duque
Art Directors: Andrey Damo, Juliano Weide
Copywriters: Marlon Abrahão, Matheus Lehenbauer
Planner: Mariana Verçoza
Illustrator: Miagui Imagevertising
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Move over, Weibo. Here comes WeChat.
Weibo, China’s microblogging platform that’s a hybrid of Twitter and Facebook, was the hot place to be as recently as last year. Now, marketers are clamoring to engage with WeChat and the 300 million users it’s amassed in just two years.
“Everyone is using WeChat, so marketers are wondering how can they use it in their communications,” said Sophia Ong, the executive at WeChat’s parent company, Tencent, who helps marketers navigate the internet giant’s myriad platforms. “They know it’s very influential, everyone is using and sharing it. And slowly some brands are coming out with official WeChat accounts.”
You’re an “idea person,” right? You work with “idea people,” yes? Then I’ve got a bunch more questions for you:
How do you and your colleagues come up with ideas? Are your brainstorming sessions usually attached to a particular project, or do you ever do freeform brainstorms? Do you or your colleagues write “ideas memos”? Who reads them? If a good idea isn’t attached to a particular project — if it’s not considered “strictly relevant” to the project at hand — whose job is it to consider whether to act on it and try to implement it?
I’ve been thinking about how organizations manage the flow of ideas because of my fascination with a Manhattan product-development studio called DE-DE (which stands for design and develop). I first paid a visit to DE-DE last summer — at the time, it shared space in a tech incubator on the edge of Chinatown — as it was releasing its first product, a “crowdspeaking platform” called Thunderclap (www.thunderclap.it).
What does it take to be a leader in an advertising industry or marketing firm? As I’ve noted before, many great copywriters and art directors don’t make great creative directors. It’s a different set of skills. And sometimes, for the agency or the person, this discovery is made too late — either after a promotion or after someone has left an agency for another, better opportunity.
For a closer look at what professionals need to become effective leaders, there’s Leadership Conversations: Challenging High-Potential Managers To Become Great Leaders by Alan S. Berson and Richard Steiglitz.
What Berson and Steiglitz do very well is here to ask probing questions of the reader. They lay out all the skills required of leaders and the specific sets of issues and decisions leaders often has to make. The examples they use are mostly from non-advertising and marketing companies, along with academia and government. But the core of their information can be applied to our business, and that makes Leadership Conversations a valuable book for folks seeking to climb higher in their career.
Special thanks for Wiley for providing me with a review copy.
The post Leadership Conversations Challenges Us To Move Up If We’re Ready appeared first on AdPulp.
I recently wrote about Big Data and how creative people might get left behind in the great rush to mine the data for insights into consumer behavior.
In Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, author Eric Siegel takes a look at a broad spectrum of companies and organizations that try to predict human behavior in order to make life better and business more efficient. He also takes a look at how computers are “learning” and the processes that are used to achieve better analyses.
What’s really great here is that the Siegel packs the book full of examples: From retailers, insurers, governments, service-oriented businesses to even the “Watson” machine that competed on Jeopardy, there are plenty of interesting “wow, I didn’t know that” moments to be had here. Which is good, because in some spots, this book is tough to get through if you’re not a data wonk. But Predictive Analytics is worth a look because of how many marketers get covered here — so there’s a little something for all of us.
Special thanks for Wiley for providing me with a review copy.
The post Predictive Analytics Shows How Marketers Are Using – And Loving – Big Data appeared first on AdPulp.
I’ve written recently about my skepticism of the worshippers of “brand storytelling” as the new Holy Grail of advertising. So, I wasn’t sure what to expect from Jim Signorelli’s book StoryBranding: Creating Standout Brands Through the Power of Story.
Signorelli is an account person by trade, a self-admitted “suit.” But in working with a new bank client, he decided a traditional creative brief wouldn’t lead to powerful insights the way writing it in the voice of a customer’s own story would.
It’s an interesting story itself – and an intriguing way of tackling a marketing assignment. The rest of StoryBranding is geared more toward explaining Signorelli’s proprietary theory of solving marketing problems. He deconstructs the elements of his process, starting with the brand and employing archetypal personalities to give life to companies and target audiences. StoryBranding a good piece for his prospective clients, to be sure. But it’s his story, not ours, so read it if you want another take on branding as opposed to a look at the pervasive use of “brand storytelling” these days.
Special thanks to The PR Freelancer for providing me with a review copy.
The post StoryBranding Gives You A Process, Not A Magic Formula appeared first on AdPulp.
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Next year will be…
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The solar-powered device is collapsible and…
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Do you recognize a so-called native ad when you see one? It’s not as easy it sounds. Back in the day we used to plaster an ADVERTORIAL sign on top of any editorial that was supplied by a marketer. But marketers today want their ads, excuse me, their content, to blend in and fit seamlessly with the rest of the media product.
Buzzfeed, “the leading social news organization,” is advancing the native advertising ball as aggressively as possible. Which has some traditionalist’s panties in a wad. Last night in New York, as part of a Social Media Week panel, a debate on editorial ethics erupted between journalist/blogger Andrew Sullivan and BuzzFeed’s Editor-in-Chief Ben Smith.
Today, Sullivan reflects:
I am accusing those (media) institutions of pushing as far up to the line between advertorial and editorial as can be even remotely ethically justified. I am accusing them of now hiring writers for two different purposes: writing journalism and writing ad copy. Before things got this desperate/opportunistic, the idea of a magazine hiring writers to craft their clients’ ads rather than, you know, do journalism, would have been unimaginable. A magazine was not an ad agency. But the Buzzfeed/Atlantic model is to be both a journalism site and an ad agency. You can see the reason for the excitement. We can now write purely for corporate clients and that will pay for us to do the rest. And so a CEO at Chevron gets a by-line at the magazine that once gave us Twain and Thoreau.
Again, the need for greater media literacy states its case. Mother Jones writer Kevin Drum argues, “that people who don’t inhale news simply don’t notice bylines. They’re practically invisible.” Too true. Yet, I wonder if the distinction between media company-generated content and marketer-generated content is truly significant outside of the media/marcom bubble. Journalists sometimes forget that they too work for media companies, with strong business agendas, like making payroll. The concept that journalists write purely unadulterated and unbiased copy, while copywriters write crap is so tired at this point. Copy is copy, and it is meant to sell — an idea or a product. May the best writer win.
Adweek’s Charlie Warzel is taking the judicious approach. He believes “for native advertising to succeed, its practitioners need to be mindful that it’s not yet universally accepted, and traditionalists need to unmoor themselves from the idea that native is a corrosive practice that undermines great journalism and see that it could even be its savior.”
The post Can Journalism As A Civic Good And Native Advertising Live Side-by-Side? appeared first on AdPulp.
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The bare skin photos expose the…
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