As a college-age intern in an ad agency, a Creative Director told me, “If I were you, I’d go into Account Planning.” He said it in the same way Dustin Hoffman was told to go into “plastics” in The Graduate. I’ve worked with a few smart planners, and even went to the 4A’s Account Planning Conference one year. But in 2013, has the role of an Account Planner changed? Chris Kocek takes a look in The Practical Pocket …
On Message Reminds Us To Stick To The Story
The more experience I get in marketing and advertising, the more impressed I am with the sheer skill and chutzpah of political message-makers. They work on their cause or their candidate with relentless focus, and even if it’s for a short campaign season, they craft messages that stick probably better than 99% of the consumer products out there. We get a little glimpse into this thinking with Zach Friend’s On …
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Today on TV: Daddy’s a Florist and Granny’s a Love Baker
Unlike your mobster father, Ally Bank will not hide things from you. Hidden fees? Fuhgetaboutit. Post by AdPulp. Agency: Grey/NY Okay, let's switch the channel for a second. It's time to bake the world the better place with Toll House from Nestle. Post by AdPulp. On AdPulp's Facebook page, Paul MacFarlane says in response to the new commercial from JWT, "Their slogan is a rapacious lie …
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The 3 Percent Conference Equals 100 Percent Valuable Conversation
Back when it was first announced and details were scant, I made mention of the 3% Conference, an effort to call attention to the lack of female CDs in the ad industry. Since that time, conference founder Kat Gordon not only organized a successful conference in 2012, she’s doing it again this year. And she recently took her “Where are all the Donna Drapers?” presentation here to Seattle for an evening which also …
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Today on TV: Miller Lite Has A New Bottle, But The Spot To Promote It Is So Tired
Beer advertising has been giving advertising a bad name for too long. This new spot for Miller Lite adds to the problem. Post by AdPulp. First, let's question the need for a TV spot that promotes a packaging change. It's an improvement, and that's terrific. Why not let Miller Lite fans discover the improvement at the point of sale? Miller Lite is running another commercial to promote its new punch top …
Is Marketing An Act Of Love Or War?
Have you ever thought of your customers as an "insurgency" that needs to be fought and overcome? Or are your customers people who can be taught to love your brand? In marketing, the goal is always “more” something: More sales, more awareness, more attention, more engagement. I’d imagine marketers who prefer love and attraction to their brands think there’s infinite room to expand their markets, while the …
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