No stains. No stories.
Advertising Agency: Saatchi & Saatchi Mumbai, India
Executive Creative Directors: Ramesh Ramanathan, Andy Greenaway, Joel Clement
Creative Directors: Juju Basu, Hanoz Mogrelia
Art Director: Sandeep Poyekar
Photographer: Raju Shukla
Copywriter: Amit Acharekar
Agency Producer: Prabhakar Bolar
Eye donation. Help that never lets go.
Advertising Agency: Lowe Bangkok, Thailand
Executive Creative Directors: Supon Khaotong, Kittinan Sawasdee, Piya Churarakpong
Art Directors: Wimonrat Nantananonchai, Chatchalerm Vibulachana, Supon Khaoton
Photographer: Oh Singhasuvich
Copywriters: Kittinan Sawasdee, Piya Churarakpong, Pornchai Sanchaichana, Wanna-u-pa Mungmisir, Wesley Hsu
Agency Producer: Nutwithu Saengvichien
Eye donation. Help that never lets go.
Advertising Agency: Lowe Bangkok, Thailand
Executive Creative Directors: Supon Khaotong, Kittinan Sawasdee, Piya Churarakpong
Art Directors: Wimonrat Nantananonchai, Chatchalerm Vibulachana, Supon Khaoton
Photographer: Oh Singhasuvich
Copywriters: Kittinan Sawasdee, Piya Churarakpong, Pornchai Sanchaichana, Wanna-u-pa Mungmisir, Wesley Hsu
Agency Producer: Nutwithu Saengvichien
Eye donation. Help that never lets go.
Advertising Agency: Lowe Bangkok, Thailand
Executive Creative Directors: Supon Khaotong, Kittinan Sawasdee, Piya Churarakpong
Art Directors: Wimonrat Nantananonchai, Chatchalerm Vibulachana, Supon Khaoton
Photographer: Oh Singhasuvich
Copywriters: Kittinan Sawasdee, Piya Churarakpong, Pornchai Sanchaichana, Wanna-u-pa Mungmisir, Wesley Hsu
Agency Producer: Nutwithu Saengvichien
An interesting phenomenon is happening in e-mail these days: we’ve finally hit the point where e-mail volume in our personal and business lives has surpassed our ability to digest the content with any high level of comprehension. As e-mail marketers, we must be aware of this and master it.
According to JupiterResearch, the average person receives 41 e-mail messages a day. I’ll go out on a limb and say you probably receive three times that amount on a good day. E-mail recipients are now challenged with going through their messages as quickly as they can, whenever and wherever they can, just to keep up with the deluge.
Sadly, the effect of this e-mail barrage detracts from marketers’ ability to conduct a quality conversation with readers. This phenomenon is often referred to as e-mail ADD. My estimate is that for every three words you type, only one is read or retained. This is a scary reality for consumer marketing e-mail and even scarier in the business world.
In an increasingly digital world, e-mail ADD won’t get better. Gaining an understanding of the implications of e-mail ADD is only the starting point. Knowing how to work within constraints to define effective, successful messages is the only way to regain control of the conversation. You must also be aware of message equity, the level of trust your message receives. For example, equity is low if the message looks or feels like spam. People won’t respond to it or read future messages. If the equity is high, the perceived value of the communication is also high.
Here are three of the most common ways to fight this battle:
Do you leverage associated notes? If your e-mail recipients have no context for the message they’re reading, message equity is at risk. If you send Joe an e-mail with fresh content and no mental notes for him to refer to (reminders of prior conversations, links, etc.) and Joe scrolls through the e-mail on his BlackBerry while boarding a train to Washington, DC, your message equity has dropped to 33 percent or less. Conversely, if the message has associated notes (content call-outs, links, other information), you stand a much higher chance of having the message resonate and be responded to.
Define your long-term achievement necessities. If an e-mail doesn’t clearly and concisely state why the message will help achieve long-term goals and fulfill future needs (e.g., “get access when you need it,” “save this message for when you need xxx”), it runs a high risk of low comprehension. Creating language that’s clear and concise and conveys how readers will benefit in the long run will pay off 300 percent.
Do you leverage attention nodes? An attention node is some type of formatting in the e-mail that clearly grabs readers’ attention. In marketing messages, this is most commonly achieved with a callout box, action tag/button, or other imagery. In text for personal e-mail, attention nodes can be any creative use of spacing or character keys that help clearly drive where the attention needs to be placed. My favorites are an ellipsis (…) or three asterisks (***) to signify importance. I’ve learned I’m lucky if more than the attention node’s content is read.
Combine these three efforts and you’ll succeed. Our culture holds the number three in high regard.
In e-mail, three is also important. It’s the optimal number of times you should put a message in front of readers to maximize clicks. It’s also the number of e-mail messages new subscribers will read to determine if they’ll stay engaged with your brand’s e-mail program. And it’s the average number of e-mail subscriptions a reader opts in to for a given category.
Acknowledging that every e-mail, personal or business, needs to battle not only reputation, relevance, and delivery but also e-mail ADD, and understanding how to leverage the power of three to help you do that can move you three steps ahead in creating a most successful conversation.
I’d be remiss to end this column without giving a shout-out to the person who inspired me to write about the prevalence of this topic (and whose name is in this column three times). Thanks!
by Jean Mullen for ClickZ
Sensorium. Embodied Experience, Technology, and Contemporary Art, edited by Caroline A. Jones, Director, History, Theory and Criticism of Architecture and Art and Professor of the History of Art at MIT (Amazon UK and USA)
Publisher MIT Press says:The relationship between the body and electronic technology, extensively theorized through the 1980s and 1990s, has reached a new technosensual comfort zone in the early twenty-first century. In Sensorium, contemporary artists and writers explore the implications of the techno-human interface. Ten artists offer their own edgy investigations of embodied technology and the technologized body. These range from Matthieu Briand’s experiment in “controlled schizophrenia” and Janet Cardiff and Georges Bures Miller’s uneasy psychological soundscapes to Bruce Nauman’s uncanny night visions and François Roche’s destabilized architecture. (…) Artwork by each artist appears with an analytical essay by a curator, all of it prefaced by an anchoring essay on “The Mediated Sensorium” by Caroline Jones. In the second half of Sensorium, scholars, scientists, and writers contribute entries to an “Abecedarius of the New Sensorium.” (…) Sensorium is both forensic and diagnostic, viewing the culture of the technologized body from the inside, by means of contemporary artists’ provocations, and from a distance, in essays that situate it historically and intellectually.
The book is actually the catalog of an exhibition of the same name which was curated by by Bill Arning, Jane Farver, Yuko Hasegawa, Marjory Jacobson and Caroline A. Jones in 2006 at the MIT List Visual Arts Center.
Installation view: Sensorium Part I
Sensorium explores the ways artists address the physical and emotional aspects of our increasing engagement with technology. I missed the exhibition so i found it a bit difficult to engage with the chapter that focuses on the show. Nevertheless i found the book extremely engaging and caught myself adding loads of notes in the margins of the pages or underlying sentences i didn’t want to forget. Starting at page 2 of the book: “The only way to produce a techno-culture of debate at the speed of technological innovation itself is to take up these technologies in the service of aesthetics. Aesthetic contemplation buys us time and space.” Not bad for a start.
Janet Cardiff and George Burns Miller, Opera For A Small Room, interior, 2005. Photo by Markus Tretter
After an essay by Jones on “The Mediated Sensorium”, the book includes curatorial essays and artists statements on each works participating to the Sensorium exhibition. Artists includes Mathieu Briand, Yuko Hasegawa, Janet Cardiff and George Bures Miller, Ryoji Ikeda, Bruce Nauman, Sissel Tolaas, etc. But also François Roche and R&Sie(n) which means that i have to contradict the statement above about my lack of interest for an exhibition i have not seen.
In his contribution to the exhibition, R&Sie(n) introduced the notion of repulsion and taboo in architecture by proposing the Mi(pi) Bar. Meant to look like a “physical secretion” from I.M. Pei’s Wiesner Building where the Visual Arts Center List resides. Mi(pi) Bar is in fact a tearoom in which people drink tea made using their own recycled urine. The outer shape of the tea room is based on the forms of bubbles produced in urination.
The project was never executed but it certainly sparkled some debate. Will knowledge of the tea origin create repulsion, paranoia? Will it change how water seems to taste? After all, rumor has it that from 2009, astronauts will drink their own urine, sweat, and even rat pee recycled and purified by a high-tech machine. In her essay about the project Jane Farver recalls that although clean water is a readily commodity on the MIT campus, it comes at a great expense as the majority of the state’s lakes, rivers and estuaries have pollution problems.
The chapter worth its weight in gold is the Abecedarium, a series of 36 essays which will bring you from the most mundane (an essay on the yuck factor!) to the most unexpected (Turner’s paintings) entries to a re-thinking of our sensory relationship with technology.
Image discover magazine
Starting with “Air” where Bruno Latour explains how WW1 soldiers realized that air shouldn’t be taken for granted when chlorine gas was thrown at them in Ypres; Michael Bull writes about society’s ipodization in “auditory”; Caroline Jones investigates the increasingly porous boundaries between the biological and the mechanical in “biomimetics”; Chris Csikszentmihalyi draws our attention to the central role that “Control” plays in technology; in “Corpus” Stephen Wilson campaigns for the involvement of art in biological research; Constance Classen wrote a fascinating study on the odor of sanctity; i discovered the “Godscans” in Peter Lunenfeld’d essay about Andrew Newberg‘s affirmation that he had uncovered some evidence of the “biology of belief”; Caroline Bassett wrote about how identity theft is giving rise to governmental claims that we need a digital shadow to match our physical bodies; Peter Galison’s “Nanofacture” essay mentions the dimension that art can take in nanotechnology; William J. Mitchell has a fascinating text on the role of camera phones in the development of a new panopticon of networked consumer electronics; Sherry Turkle explores the way mobile phones transport us to the state of a new ether and have given rise to the tethered self; Iroko Kikuchi recalls the culinary and cultural importance in Japan of the umami (the “fifth taste”), etc.
Sensorium is not one of those easy-to-review and flaunt-it-on-your-livingroom-table glossy volumes that you flip through more than you read. It’s solid, it has depth, historical knowledge and a 360 degrees perspective of what notions related to “embodied technology and the technologized body” mean and involve.
More images of the exhibition.
Image on the homepage: Sissel Tolaas whose contribution to Sensorium was an to embed synthesized human sweat pheromones into the white paint on the gallery’s walls in order to give visitor an idea of what the “smell of fear” is.
Like just about every holiday, Easter has become highly commercialized. It marks the dawn of the spring season and is marked by images like tulips, baby chicks, bunnies, and everything pastel.
For a range of industries, from designers to marketers, it’s an excellent opportunity to flex creative sk…
Working in advertising for some of the world’s big brands introduced me to the fantastic world of event organizing. Europe is the perfect place to find innovative ideas to promote brand launches and events. The Puffershere, for example, is a phenomenal way to display multimedia shows. So what is thi…
(TrendHunter.com) Like just about every holiday, Easter has become highly commercialized. It marks the dawn of the spring season and is marked by images like tulips, baby chicks, bunnies, and everything pastel.
For a range of industries, from designers to marketers, it’s an excellent opportunity to flex creative sk…
(TrendHunter.com) Working in advertising for some of the world’s big brands introduced me to the fantastic world of event organizing. Europe is the perfect place to find innovative ideas to promote brand launches and events. The Puffershere, for example, is a phenomenal way to display multimedia shows. So what is thi…
(TrendHunter.com) The globe is expanding rapidly, and as it does, more mega cities (populations of 8 million+) are beginning to develop. People are drawn to city cores because, unless their business is online, the majority of jobs are found in these populated hubs. The World Resource Institute thinks that by 2025, th…
I do not get the new Marc Jacobs ad featuring Victoria Beckham. I know it’s supposed to be avant-garde and all, but it comes off as just plain weird. I much prefer her earlier goofy Marc Jacobs ads (see two images below). Maybe that’s what works best, sticking Victoria in a huge shopping bag!
Victo…
To commemorate the 25th anniversary of Adidas, we’ve put together a list of some of the best features we’ve posted in relation to the athletic wear company. We have everything from footwear to the Y-3 fashion line and partnership with Diesel, to technology and gadgets and of course, stellar marketin…
(TrendHunter.com) I do not get the new Marc Jacobs ad featuring Victoria Beckham. I know it’s supposed to be avant-garde and all, but it comes off as just plain weird. I much prefer her earlier goofy Marc Jacobs ads (see two images below). Maybe that’s what works best, sticking Victoria in a huge shopping bag!
Victo…
(TrendHunter.com) Fake islands created by man don’t have to look or feel artificial; in fact, there are dozens of beautiful paradises around the world that offer nothing but highly habitable land masses.
Most offer communities where luxe living is the norm and several are focused on environmental sustainability. A …
A new book on “remix culture” has just been released from Vice Magazine writer, Matt Mason.
The Pirate’s Dilemma, “How Youth Culture Is Reinventing Capitalism,” covers new media in 2009, but instead of examining the technology itself, like future music players and mobile devices, it looks at the be…
Greenpeace doesn’t like Cottonnelle’s “Be Kind to Your Behind” campaign.
Do you know what it takes to produce a green car people will actually want to buy? If you do, you could win $10 million.
The latest X Prize challenge was announced at the New York Auto Show, and this year they’re challenging creative innovators to come up with an eco-friendly car that people would …
Hey adgrunts. I was busy today, wallpapering my bedroom in fact, so the glittering gold walls in there are the reason I did not update today. And likely the reason for future nightmares, holy cow is it ever gold. Fit to be a King Midas bedroom. 😉
So here’s my friday treat for those of you not busy getting drunk for easter, the Jewish festival of Purim, or partying down for the Persian new year of Narouz; or if you are Sunni celebrating Eid Milad an Nabi which the birth of the Prophet; or digging the Small Holi for Hindus. (in short there’s a lot of partying going on around the world right now peace be with us all!).
You can see many more Great scenes of television and film told using only typography under that link. Well worth a click. Now go!
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
