“Creativity Inc.” by Ed Catmull, the longtime president of Pixar Animation Studios, is quickly becoming the latest bible for the show business crowd.
Heathfield & co nous dévoile une gamme d’éclairage créative sur mesure ayant pour but d’améliorer des halls d’hôtels, des réceptions, des escaliers, des atriums et des restaurants. Ces éclairages sont de véritables oeuvres d’art, des sculptures ayant la capacité de transformer les espaces à travers leur utilisation de matériaux, leur forme et leur créativité.
Lightspeed.
Lantern.
Clouds.
Drum.
Finale.
Mobile.
Plume.
Range.
Wave.
Raincloud.
Weave.
Media is powerful. In fact, just one potent article in a trusted magazine or newspaper has the power to inspire us, shape us and lead us to new places. Take “The Brand Called You” by Tom Peters. The article first appeared in Fast Company on August 31, 1997.
Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.
How many believers has Peters reached in the last 16 years? Millions. For the author pours a particularly seductive nectar into Fast Company’s crystal glass.
Naturally, there is truth in Peters words, but how much truth?
I read a great rebuttal this morning to the mountain of bullshit sometimes known as the literature of creativity. Let’s listen to wonderfully critical Thomas Frank on the topic:
Consider, then, the narrative daisy chain that makes up the literature of creativity. It is the story of brilliant people, often in the arts or humanities, who are studied by other brilliant people, often in the sciences, finance, or marketing. The readership is made up of us — members of the professional-managerial class — each of whom harbors a powerful suspicion that he or she is pretty brilliant as well… And what this complacent literature purrs into their ears is that creativity is their property, their competitive advantage, their class virtue. Creativity is what they bring to the national economic effort, these books reassure them — and it’s also the benevolent doctrine under which they rightly rule the world.
Are you familiar with the self-satisfied “creative people” Frank describes? If you work in advertising, you are. Our profession is full of people who mindlessly spew their recipes for brand success, but sadly most of what the poseurs say (and do) is total garbage.
I’m not just pointing fingers here. If I were to open a deck of my own making from a few years ago, I would likely be appalled at the tortured logic and language of my arguments.
The reality is marketing isn’t all that complex. Are you creating compelling brand experiences for prospects and customers? Yes or no? This is how simple MarCom is at its core. The hard part for most practitioners is coming to this conclusion and then choosing to live by it. We want so badly to believe our ideas separate us from the pack. That our ideas above all else are the real difference maker. Yet, I think the evidence points to execution. The ability to make mundane things like advertising into something artful (that also builds the brand and moves product) — that’s the difference maker.
The post Come On Down, Everyone Is Welcome At The Altar of Creativity appeared first on AdPulp.
Ms. Burns helped to lead the movement for public access to cable television and started a New York University program to foster Internet wizards.
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Chaque jour durant le mois de mars, l’artiste et architecte malaisienne Hong-Yi poste sur son site et compte Instagram une photo d’une assiette décorée magnifiquement avec différents aliments, proposant ainsi des créations très réussies faisant référence à de grands classiques de la peinture à découvrir dans la suite.
Découverte de cet excellent photographe publicitaire, Dimitri Daniloff. De nombreuses campagnes et un fort panel de clients, mais toujours avec du talent et de la créativité. Il est actuellement représenté par Marlene Ohlsson. Plus d’images de son travail dans la suite.
Coup de coeur pour Eugenio Recuenco, ce photographe et créatif espagnol de 39 ans. Un monde mystérieux et des décors futuristes inspiré par les peintres classiques espagnols comme El Greco ou Goya. Plus d’images de son travail dans la suite.
Sometimes we let fear get to us and lose sight of one simple fact: As long as clients need to convince consumers to purchase their products and services, the ad industry will never disappear. Clients need creativity and are willing to pay if you can help them accomplish their goals.
From time to time a new technology comes along that convinces clients they don’t need your creativity anymore, so they cut back or let us go entirely. It’s a cycle that has happened time and time again, from the first shopkeeper who put up a painted sign to attract more business to the latest application of Facebook. Before long, though, everyone adopts the latest technology and the need for fresh creativity to distinguish themselves arises.
What is different this time? Many new technologies and tactics have hit the scene at the same time. It didn’t help that these tactics are often much less expensive than traditional media. Oh,we also hit the worst recession in more than 70 years. When the economy comes back, I think we’re going to see a rush back to creativity. When it does, it’ll do us well to concentrate more on the message and less on the messenger.
I think we’re already seeing a dire need for creativity. The obligatory Facebook page, Twitter account, and YouTube page is already old hat (and often a necessity), but it’s not enough without significant creative backing to get interaction. I think marketers are starting to grow weary of the social media snake-oil salesmen. These outlets are important and will never go away, but we’re starting to see it’s just part of a much bigger picture.
Search will also be a permanent marketing fixture from now on, but it’s one thing to show up in a search, and it’s another to be convincing. Once seen as enemies, Google and Madison Ave. are working together to capture display-ad dollars (35% of Internet ad spending last year) and make a more cohesive experience for consumers. Neilsen is in a relationship with Facebook and are proving to marketers the viability of display ads. The need for creativity is growing.
This industry will never be easy again. There will never be another television advertising business model. The best way to get a consumer to notice your brand will always be a moving target. Dare I say not every client is a candidate for a huge social-media campaign, just as every client doesn’t need a 30-second TV spot. It’s important to learn how to play in these new playgrounds, but we also need to stop trying to be experts in tactics and instead try to be experts in creativity, an unattainable but not unworthy goal.
Josh Fahey is a freelance copywriter with a passion for creating creative and strategic content and communications. Check out his website where you can find his blog, portfolio, and resume. joshuawfahey@gmail.comor Twitter: @joshfahey
Agencies’ Fear of Client Disapproval Handcuffs Creativity
You’re just a few short hours from deadline.
Every tick on the clock is a jab at your creative confidence.
The client has already told you to simply use what works, don’t be too creative.
That offer becomes more and more tempting.
We’ve all been there. The client knows what they want: safety. But you, the advertising and marketing specialist, know what they need. And we need to fight for that!
However, the “line-in-the-sand” between agency and client creative control is becoming less defined and turning into a morphed, unrecognizable blur because of today’s economic climate. Agencies, in fear of losing clients and subsequent billings, are pushing the envelope less to ensure client approval.
We’re playing it safe.
Clients are in the same fear of losing business that agencies are. They don’t want to scare off consumers with a new campaign, the same way that we don’t want to scare off clients with an extremely out-of-the-box idea. So, often times, the client will be weary of change and will try to stick with the old, so that’s what we’ll give them.
When that happens, we are not only selling ourselves short . . . we are selling our clients short. The client has hired your agency because they saw the creative intuition, marketing savvy, or media know-how that is going to push their brand/product/service to the next level of innovation and sales.
When we play it safe, we’re not giving our clients innovation, we’re giving them mediocrity.
We chose to be in advertisers and marketers because we are the early adopters and thought leaders. We revolutionize ideas and shift paradigms, and when we settle into that “client-approved mediocrity,” we lose what makes us and our industry great.
So when you find yourself asking whether you should use that same headline, that old layout, that played-out tagline, remember why you’re here . . . as an individual and as an agency. The client may tell you to go with what works, but they hired you because they need ‘innovative.’ Safety is the enemy–give them something great. It will remind them why you’re here.
Stu Haack is a Copywriter & Social Media Guru at Aviatech. He likes long walks on the beach and scary movies. Learn more about him and his writing.
His name is synonymous with advertising genius. Got Milk? That’s his. There Can Only Be One. That’s also him. Now, Jeff Goodby backs Pepsi. He’s also launching an online “Twitter-centered” campaign. To all the advertising geeks reading this, if there was any doubt in your mind about going digital, then let this be your reassurance. If this man is doing it, you damn well better.
In times like these, we need a quote from the man himself. “I like big fonts,” Goodby said.
He’s obviously referring to his 117 year-old Victorian house. That’s really the topic here. Goodby has inspirational and evocative words painted on the outside and inside of his house, words that evoke what takes place inside.
It’s this house that seems to have played a part in Goodby’s digital switch. See, he needed someone to paint the words on the house, and it was done digitally. Upon completion, Goodby created a Web site: www.poemhouse.org and promoted it on Facebook. The rest, needless to say, was history. Once captured by the blogging fanatics, publicity instantly ensued: Tweets, re-tweets, traffic, publications, you name it.
If this is not a prime example of digital prosperity, then I don’t know what is. This small event exemplifies the marketing shift occurring today. The shift that more agencies, like Goodby, Silverstein & Partners, have adapted should be adapted elsewhere. The key here is versatility. The new wave of advertising professionals are versatile (like me!! ): They take classic technique and weave in a digital mind-set. They are more marketable and more valuable. Now, if more could firms could see that value, maybe we could even afford to live off of it.
Rena Prizant is a Copywriter, Ad Creative, SEO Gal, and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.
A visit to Bajibot’s website is like going into another world. It is so rich with visuals and 3D animation that it’s almost like a video game… you just keep wanting more. I connected with New Business Director Martin Fernando and he put me in touch with Vince Mei, founder of Bajibot. Due to their hectic schedule, I sent my interview questions to them via email. The response came back in half a day, so thank you Martin and Vince for your time — I know you guys are busy.
Bajibot is a web-design company that specializes in 3D animation. I became interested in Bajibot because of its partner list, which not only consists of other agencies such as TribalDDB, BBDO Atmosphere and Digitas, but also includes clients like Pepsi, Nike, Philips, HSBC, Novartis and the NFL.
I thought, “Holy Crap! Look at the brands supported by this company,” and knew that there was something special hidden just below the surface. Following is an excerpt of our interview:
Tell us a bit about the history behind Bajibot. What is (a) Bajibot?
Bajibot Media was founded by myself and a partner in 2006, we came up with the name Bajibot from our screen names, I am known as the “Bajiking” and my friend’s name was “Dxxbot” so we combined our names and came up with “Baji-Bot”. My partner friend decided to take advantage of a real nice offer at an agency so I started Bajibot on my own.
Bajibot’s first project was a huge banner campaign for Nike+ through R/GA, and projects started to roll in. After a month of working from my apartment my wife kicked me and my assistant out and with a budget of $5,000 I rented a small 100 square foot office near Rockefeller Center, and that was Bajibot’s first official location. For three years we’ve continued to grow, working almost exclusively with global agencies in New York, delivering the best digital content for the web.
What makes Bajibot unique?
Technically speaking we are a web design shop equipped with heavy duty 3D capability. I studied 3D animation in college but my 10 year career had been in the Interactive field, and so combining these skills created a niche of providing broadcast quality 3D content that works on the web. By knowing the limitations and possibilities of the web and Flash, our clients value us because we provide smooth integration of our work into their Flash projects. Our clients often come to us for fresh creative ideas from a 3D perspective to add value to their interactive projects.
We like our clients to think of us as their “in-house” power team instead of an “outsource vendor.” We try to keep our shop at a compact size to maintain direct communication and because of our expertise we have the capacity to take on larger tasks. We offer a single point of contact with our clients – our producer or myself – so the client’s messages get to our artists fast and clearly. Plus the advantage of being in NYC is that we are always on call to go to our client’s office for face to face meetings.
We have a super laid back, friendly working environment, and that’s the secret of how we keep our creative juices flowing. My dog Baji often visits our office and Baji helps to nurture that environment, too.
What is the most outrageous site that you’ve worked on?
There are many, but without a doubt the Intel Rich Media Banner Campaign project from MRM would be at the top of the list. In just 4 weeks we produced a serious of 6 super rich media ads that feature stunning 3D and interactivity inside those banners, and the special thing about the project was that it was the turning point of Bajibot. Many thanks to Duncan Mitchell, MRM’s Creative Director, who worked with us on the project and gave us enough trust, creative freedom, and a generous budget!
Advertising has changed a lot over the past year. How has Bajibot changed to meet these challenges?
The advertising industry is definitely changed quite a bit over the past year, primarily in budget. Clients are asking for more and better work done with less budget. But Bajibot’s business model has always been designed for this kind of demand. We’ve always stayed on top of the trends and technology to offer the latest “cool” things to do. We’ve always kept a reasonable and affordable rate card, and we’ve always been super flexible with time with many examples of “mission-impossible” successes.
How would you describe Bajibot in three words?
Flexibility – Creativity – Execution
Three words that have refined — and continue to refine — the creative products that Bajibot provides its partners. Bajibot exemplifies a shop that’s ahead of the curve, way ahead. View its 2009 media reel and you’ll see what I mean.
Jeff Louis: Media Planner, Brand Project Manager, blogger, aspiring writer. Please leave a comment, or reach out to him on Twitter or LinkedIn. As always, thanks for reading.
I’ve written a couple times on Beyond Madison Avenue about the difference between agencies that talked about being creative, or social, or cutting edge, and then comparing them with those that actually were.
There are certain errors that will keep me from visiting your site, your blog, or your agency ever again.
One of the agencies I wrote about was Lisa P. Maxwell. They claim to know social media. Then they prove it by having live webcams showcasing all of their employees working. Check it out at lisapmaxwell.com. 
This weeks award goes to Boone Oakley. Although they sound like a cheap wine, they have the creative juice that most marketing directors wish they could tap as their own. Boone Oakley has their entire agency, including creative, produced as a series of YouTube videos. The best thing about their YouTube “website?” Functionality. Click on the link for collateral work, you are whisked to another video showcasing their collateral work.
Thus, there are a series of several videos, and I watched every single one. In one fell stroke, they’ve not only debuted their agency (as well as taken some well-deserved shots at big agencies) but they have creatively shown their creativity. Don’t tell me how many awards you have or that your agency was voted “Most Creative” in 2006. Show me how that spirit is lives and works today. Below is the first video along with one of the the linked videos.
This is one of the videos that is available under “Work by Medium.”
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, leave a reply or follow the links: www.linkedin.com or www.twitter.com.
Call me a weirdo, but for some reason I’m quite interested in financial advertising. I don’t know if it stems from having been an admin monkey in so many financial institutions in the past, the fact that Edinburgh is a hub for the industry or because I might have a slight mental imbalance. I know it’s not all this recession guff, because even back in the boom days I was still looking at financial ads with an unhealthy fascination.
I figured out a while ago that the reason I’m so interested in financial advertising is threefold:
1. Financial campaigns are usually boring or clichéd or ugly or irrelevant. Or all of the above.
2. Financial advertising has reams and reams of regulations and rules that it must abide by in order to be cleared and run.
3. Financial clients have rods up their arses when it comes to being creative.
So, when I see a financial ad that manages to overcome all three hurdles, it’s like celebrating a lottery win. Albeit it’s the three numbers in a line lottery win, not the jackpot scenario. But still.
The currently running Aviva campaign, of which I’ve seen several full-page press executions and a TV spot, resonates with me:
Of course, I don’t believe for a second that Aviva actually considers me an individual. Hell, I don’t consider people individuals and I’m just some lowly ad minion going about my daily business, so how a global corporation does is beyond me.
Even so, I like the sentiment of the campaign and the idea behind it even if it is all just a big load of twaddle. At least Aviva are trying to come across as personable, and that rings a bell with me. It’s like that colleague at work who obviously doesn’t like you, but still makes the effort to be decent and civil rather than rude and condescending. And that’s a start at least.
Claire Connachan is a copywriter based in Scotland. She does have a kilt, she does have freckles, she does eat haggis and she does love creative advertising. Read her Scottish ad blog to get a ginger, caber tossing perspective on the industry.
Advertising Agency: Creativity, Chile
Copywriter: Cristobal Arteaga
Art Director: Gato
Advertising Agency: Creativity, Chile
Copywriters: Alvaro Becker, Cristobal Arteaga
Art Director: Cristobal Arteaga, Gato
In the season finale of Lost
Advertising Agency: Creativity, Chile
Creative Director: Tomas C.
Copywriters: Cristobal A., Tomas C.
Art Director: Cristobal A.
Osama bin Laden is hiding in
Advertising Agency: Creativity, Chile
Creative Director: Tomas C.
Copywriters: Cristobal A., Tomas C.
Art Director: Cristobal A.
John Kennedy was killed by
Advertising Agency: Creativity, Chile
Creative Director: Tomas C.
Copywriters: Cristobal A., Tomas C.
Art Director: Cristobal A.
Advertising Agency: Creativity, Chile
Creative Director / Art Director / Illustrator: Cristobal
Copywriter: Alvaro
Advertising Agency: Creativity, Chile
Creative Director / Art Director / Illustrator: Cristobal
Copywriter: Alvaro
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