not any more for human domination Oreo launched a competition about separating the cream of the Oreodoes it work? WELL not really, people didn’t want to go out and buy oreos because of that. RED CROSS: Children are hungy, to defeat child hunger, cross the silver ware in the form of a cross.Work out for restaurantsAdvertising that was calling to action simply.Donate (f the silver ware crossed in red cross way) in the end of their invoice.PRANKVERTISING. NIVEA COMMERCIAL: CHASING PEOPLE IN THE AIRPORT (all set up) to make you believe you are wanted: stress out? LG ULTA VIDEO : MAKE them believe the world has ended.funny because it makes you laugh about the other, but you don’t want to be n that situationBRAND PARTERSHIP: Karl Lagerfield: super market (Chanel) coco flakes, coco oil. Models modeling the products in the aile. not sure wha it does, but it was original.. what does a Chanel supermarket means? We don knowSAMUEL ADAMS: Beer glass:A way to create the proper glass to drink beerWith the foam in the top, narrow bottom. They started to taste better, more crafted.COCACOLA Partnered with Riedel a wine maker. Made a very fancy glass to take coke In a more fancy wayNATIVE ADVERTISING: Buzz Feed: Partner with Reebook did they provided the content : Partnered with… The Atlantic: Sponsored content about scientology.REN Presents: people kissing for the first time. the people were wearing the clothes obviously it is advertising ! how did we feel about this? Does it bother me?WHAT DO CLIENTS WANT:AVI DAN:Forbes coLUMBIST:sTUDY ON THE CURRENT STATE OF AFFAIRS IN THE AGENCY BUSINESS. What doe shte client want? 1900 business leaders View of agency performance= dim-Deliver more, with lessWant better, faster, cheaper.ROI: a need for new metrics Higher expectation for accountability. Agencies continue to struggle to prove their value. “There is an impatience for efficiency and effectiveness, and there are higher expectations of accountability”AOR IS SOL Agency of Record (AOR) not so much More media choices has brought about a fragmented advertising marketplace as well. Clients with upwards of 20 agencies. (for the same campaign) They look for a creative agency, for a web developer, for an event company More specialization= need for coordination through integration. THE MESSAGE AND CREATIVE HAS TO BE CONSISTENT-> how do you ensure that?IS BIGGER REALLY BETTER?“Big agencies handle the majority of advertising dollars, but they don’t articulate a better value proposition to client” 73% of respondents feel small and medium agencies are more creative! BUT THEY ARE SPENDING THE MONEY IN THE BIG AGENCIES.Can tech help to make more with help.?--Philadelphia “real women of Philadelphia” a lot of interactions with the ad.--VolksWaggen: App incorporated to the magazinesgrey poupon mustard: First Rule of Bouncer: There always has to be a line!!! So people want to get it they played with this.The frickle Client Speaks:1. Creativity and strategy are top priority- 90%a. Always create smart content2. Understand my business- 74%a. You have to listen and listen carefully3. Integrate and coordinate- 56%4. Implementation and follow through- 48%a. You cant sell them something that you cant dob. Don’t miss delivery dates ALWAYD GIVE ONE EXTRA DAY OF WHEN YOU CAN REALLY HAVE IT READY.AGENCY EVALS: 2 WAY assessments- 77%Client > agencyAgency> clientWHY AGENCIES LOSE BUSINESS.78% Business performance issues.We didn’t sell enough widgets. And it is your fault because you are not talking in the right way to the people63% Changes in marketing leadership: Networking and friends help clients make decisions.59% Dissatisfaction with creative workIf you move the sales, and make powerful messages you are fine. “does it move the needle”56% General relationship issues7% Compensation/fee issues.SOMETIMES IS BETTER TO GO BACK TO THE BASICS.Bullshit meter that we have to remember: don’t go crazy with stuff that may not make sense. do what you knowADV 325 1st Edition Lecture 17Outline of Last Lecture I. Digital and New Media #3Outline of Current Lecture a. Robots:b. Prankvertisingc. Brand Partnershipsd. Cases: a. Samuel Adamsb. Cocacola and winee. Native Advertising (sponsored content)f. Video: REN g. What Clients really want?h. Agency Evaluationsi. Why agencies lose clients?Current LectureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. not any more for human domination Oreo launched a competition about separating the cream of the Oreo does it work? WELL not really, people didn’t want to go out and buyoreos because of that. RED CROSS: Children are hungy, to defeat child hunger, cross the silver ware in the form of a cross. -Work out for restaurants-Advertising that was calling to action simply. -Donate (f the silver ware crossed in red cross way) in the end of their invoice. PRANKVERTISING. NIVEA COMMERCIAL: CHASING PEOPLE IN THE AIRPORT (all set up) to make you believe you are wanted: stress out? LG ULTA VIDEO : MAKE them believe the world has ended.funny because it makes you laugh about the other, but you don’t want to be n that situationBRAND PARTERSHIP: Karl Lagerfield: super market (Chanel) coco flakes, coco oil. Models modeling the products in the aile. not sure wha it does, but it was original.. what does a Chanel supermarket means? We don knowSAMUEL ADAMS: Beer glass: A way to create the proper glass to drink beerWith the foam in the top, narrow bottom. They started to taste better, more crafted.COCACOLA Partnered with Riedel a wine maker. Made a very fancy glass to take coke In a more fancy wayNATIVE ADVERTISING: Buzz Feed: Partner with Reebook did they provided the content : Partnered with… The Atlantic: Sponsored content about scientology.REN Presents: people kissing for the first time. the people were wearing the clothes obviously it is advertising ! how did we feel about this? Does it bother me?WHAT DO CLIENTS WANT: - AVI DAN: - Forbes coLUMBIST: sTUDY ON THE CURRENT STATE OF AFFAIRS IN THE AGENCY BUSINESS. What doe shte client want? 1900 business leaders View of agency performance=
View Full Document