Hasta La Creative!

Media, Outdoor
JCDecaux

As a company, convincing leading marketing directors to show up for your business presentation can be tricky, as they are usually very busy. Every year JCDecaux struggles with this issue. That’s why this year, they decided to do something about this issue. Instead of just mailing an invitation to come to their presentation about ‘The effectiveness of outdoor’, JCDecaux and BBDO Belgium came up with “Personal Billboards” to prove the effectiveness of the medium. Without asking for permission, they put a photo of every marketing director each in one single billboard. With no additional information. Only their name and a contact adress of JCDecaux. Then they waited for a reaction, so the marketing directors could tell for themselves how effective outdoor still is. They reacted exactly how JCDecaux wanted: confused, shocked and a little annoyed that people kept contacting them to know what the purpose was. JCDecaux responded with an e-mail apologizing for any inconvenience: “We just wanted you to experience the effectiveness of outdoor advertising, As you said it yourself, you got so many reactions from only one single billboard. Just imagine what our entire network could do for your brand.” After, they could to sign up for the presentation… And why wouldn’t they free up some of their time now? After all, it’s hard to disagree with yourself, right? So every single one of them booked a presentation, and JCDecaux reached a response of 100%. Talk about effectiveness.

Advertising Agency:BBDO, Brussels, Belgium
Creative Director:Arnaud Pitz, Sebastien De Valck
Creative Team:Toon Vanpoucke, Morgane Choppinet
Account Supervisor:Isabel Peeters
Account Manager:Marleen Depreter
Advertiser Supervisor:Veerle Colin

Why would Twitter put its chief financial officer in charge of marketing?

Even people with only a passing interest in advertising pondered that question when it emerged that Twitter CFO Anthony Noto had taken control of the company’s marketing department. Even more eyebrow-raising is that it comes at a precarious time for Twitter, precisely because investors are nervous about user growth. The company’s stock plunged roughly 20% on April 28 after reporting its weakest quarterly revenue growth since going public. Now would certainly be the time to have an experienced marketer in place to persuade more consumers to start tweeting, and to articulate why brands should advertise on Twitter over, say, Facebook.

“It’s such an odd thing — very unusual,” said Kevin Keller, a marketing professor at Dartmouth’s Tuck School of Business. “Marketing is just not something a CFO is trained in. They don’t have the instincts or experiences. You need someone to inspire and lead people and do the right kinds of things to build incredible brands and customer loyalty.”

Continue reading at AdAge.com

Le projet artistique Canismo est une campagne originale initiée par les chiens pour donner envie d’adopter leurs compères qui en ont besoin. Les amis à quatre pattes sont enduits de peinture dont ils se débarrassent en se secouant pour en faire des toiles, comme pour se libérer du poids de l’abandon.

L’illustrateur et graphiste Matt Chase, dont nous avons déjà parlé précédemment sur Fubiz, est l’auteur d’une série rigolote alliant deux références de l’artiste : les films de Wes Anderson et les LEGO. Pour l’exposition annuelle « Bad Dads » de Spoke Art, il a imaginé des posters qui reprennent les personnages de Wes Anderson sous la forme de LEGO déboités. Des prints sont disponibles sur son shop.

Grimace

The nephew of Irish legend Uncle O’Grimacey started out life as a six-armed milkshake thief before morphing into a lovable and slightly dim-witted ham-radio enthusiast. So he should obviously become the social-media guru of the gang who (still) brags about Klout scores and Periscopes himself using Foursquare to become “mayor” of Mayor McCheese’s house.

Continue reading at AdAge.com

A number of years ago, during one of those upfront seasons when the negotiations come to a standstill in mid-June and nobody seems in much of a hurry to get back from lunch, I received a most valuable piece of advice while standing at the bar at the Four Seasons.

I’d been summoned by an ad sales exec who’d been waiting out what would prove to be his final upfront. After a recap of a recent calamitous round at Shinnecock Hills (“goddamn seventh green’s a billiards table!”), the sales boss got to the matter at hand. “The way this upfront’s going, everyone you talk to is going to try and make a mushroom out of you,” he said, as if reciting some kind of Zen koan. “You know: Feed you bullshit, keep you in the dark. Don’t be a mushroom.”

Now, if you’re going to impart some wisdom to someone in a bar, the Four Seasons is the place to do it — largely because it’s so expensive that it’s nearly impossible to get forget-stuff drunk. While so much other sage counsel has been left in the back of taxicabs and crosstown buses, the “don’t be a mushroom” thing has really stuck.

Continue reading at AdAge.com

Présentée à l’occasion du salon de Shanghaï, cette super-sportive n’est d’autre que le concept-car « Vision GT », bolide star du jeu vidéo Gran Turismo 6 développé grandeur nature. À l’origine d’une telle initiative, le concepteur automobile Infiniti signe ici un modèle qui réalise le rêve de beaucoup de fans, même s’il n’est pas prêt de sillonner les routes.

Rohit Saxena, basé à Ottawa, a été le photographe officiel de la « Ottawa Humane Society » qui s’occupe de faire adopter les animaux abandonnés. Il a effectué pour le « Star Wars Day » une série de clichés insolites mettant en scène les membres bénévoles de la « 501st Legion : Capital City Garrison » déguisés en personnages de Star Wars et accompagnés d’animaux délaissés afin d’aider à leur trouver un toit.

desicreative
desicreative – Indian Advertising Creative Blog and Community (beta 1.4)

Why are you into Advertising?
Because I just love it!

Did you attend school for fine art or design or Communications?
Yes, I hold a bachelor’s degree from Sir JJ Institute of Applied Art

Tell us about your awards?
One show, Cannes, Clio, Asia pac, London International, WPP, Ad fest, Kyoorius, among others.
But I still cherish first ‘CAG’ award which was a ‘must have’ in the 90’s.

Were there any particular role models for you when you grew up?
When I was in collage my heroes were stalwarts such as Mohammad khan, Vikas Gaitode,
Chris D’Rozario, Alok Nanda, Sunil Mahadik, Freddy and Naved, among others. Uday Parkar, whom I closely worked with, inspired me as well.

Who was the most influential personality on your career in Advertising?
Rajiv Rao and Mahesh V hired me in Ogilvy and they’ve made a lot of difference to my work. Also Sumanto Chattopadyay, who’s a great human being.

Where do you get your inspiration from?
From anything and everything! Because we are in the business of creativity and we always manage to connect ‘Chalk to Cheese’.

Tell us something about the Ogilvy work environment. We know lots of creatives would love to work with Ogilvy.
I feel it’s because of the openness of the place. The junior most person can talk to the NCD at ease. As Piyush says, “When I roam around on the floor, if I get to hear laughter, I know that I am going to see some good ideas”. It’s people who make the enviornment. So many people have come and gone but there was always a common belief of partnering with everyone  to create great stuff. Evidently that has worked well for Ogilvy.

What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad?
Once upon a time Print was the weapon of choice. Now it has become a vehicle of tactical communication and reminder messages. Clients wish to launch with TVC, Do outdoor, lots of Digital, and then look at using print. It has also become expensive to use print to reach wider and diverse target audiences. The reason released work is sad, is because it does not get the time, attention, money and deliberation that it requires. All I can say is that change is inevitable.

Since print is on the decline, how do Art Directors reclaim their relevance. At least in India, advertising seems to be all about TVC.
Print may be on the decline, but the need for artistic sensibilities is not. Whether it’s print or web or any other environment. So even if there’s very little print left, Art directors can widen there vision a bit and search for new avenues. Right from packaging a video to Interface design, there’s a lot and more to explore.

Do you think brands who’s advertising wins awards, do well in the market?
Apple is the best example of great product which sells and we’ve seen some great advertising from them as well. So it’s rare but not impossible.

What advice do you have for aspiring creative professionals?
I feel creative professionals of today are very smart and passionate about there work. They need to be a bit more patient though.

?What’s your dream project?
One where I can use Indian design sensibilities in a contemporary way.

Where do you see yourself in 15 years?
Doing more stuff in Design I guess.

Who would you like to take out for dinner?
Both the Pauls, Paul Belford and Paul Smith.

What’s on your iPod?
‘Fields of gold’

Mac or PC?
For an art person there’s no ‘or’.

Whats your Twitter Handle?
I am usually on Facebook.

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