I. Terms: USP, Icons, Inherent drama, Creative revolution, Branding, Integreated marketing communication, Segmentaton, Positioning II. People: Leo Burnett, Rosser Reeves, David Ogilvy, Bill Bernbach, Mary WellsII. Concepts: How did the technology culture and media of the and 60’s and 70’s and 80’s impact advertising? Why did marketers dominate the 70’s? Why did the creative revolution happen?I. Terms: Holding companies, Regional agencies, Visual language, Post-modernism, Visual style, Oddvertising concept (time frame, examples, leader, end of Adoption curve), TV Industrial complex II. Agencies, People and work: Chiat/day, TBWA, Charles and Maurice Saatchi, Martin Sorrell, Wieden-Kennedy, Goodby, Silverstein and partners, Cliff Freeman, BMW films80’s  conspicuous consumption, wall street1980’s media evolution  cable grows rapidly; CNN (24 hour news network)  changed the way people viewed newsall of the networks changed from news organization to an entertainment organizationoriginal programming startedMTV  had it’s impact on TV and on CultureWhen it started they were running music videos, before that there wasn’t anything like a music videoIt pushed the idea of visual music and created a more visual cultureVisual Language emerges Change in consumers and media = change in communicationGlobalization increase need for common language  brands and businesses increased the need for common language; parody products (the difference between them were shrinking)Parity products create increased positioning  emotional positioning and things that a visual language can help you achieveMichael Jackson Pepsi ad  he was so popular at that time; and got a lot of attentionJohn Hegarty “Most advertising tries way too much and ends up doing less. Writing less and saying more requires confidence”Holding companies – ad evolution 1980-1989Holding companies change landscapeThe ride of the:“Mega-agencies”Regional agencies New major clients:LA- Japanese CarsSF – Silicon ValleyNike, Wal-mart, etc.Talented people not feeling the need to be in NYCPrint advertising is a driving force  in the beginning and technology had caught up and you can produce advertising and not be in NYC to do it.Mergers create holding companies  Charles and Maurice Saatchi merged and purged many large worldwide agenciesChanged compensation  they ruined agency cultureRuined agency culture  ugly time; even though the economy wasn’t bad; dollar gained some strengthBut this gave rise to agencies that weren’t in NYC or USATop agencies of the 1980’sChiat Jay Chiat  “we’re the pirates not the navy..”  we’re the outside mentalityput on the map for Apple  they really have produced every apple ad that has ever been heard of“let’s see how big we can get before we suck”Chiat Day apple (1984)  so unique the one with the girl running with the hammer towards the screen; the blue is a direct hit at IBM (which was the dominant tech company at the time)  chiat built apple and apple built chiatChiat/Day-EnergizerDuracell  ran an ad they owned the toys marketChiat day and energizer came up with this hip bunny and took that away from energizer  they disrupted commercial tvWhat it really did was put this campaign on the map – “let’s just see what we can do”TBWA  was the first European ad agencycame up with ABSOLUT VODKAit worked because:product/picture conveys the whole idea  it is a Swedish vodkaused bottle as hero (added creativity)used media to generate new ideas for the campaign  comics and images and drawingsInvited the reader into the game  playful as a campaign; uses fake editorial; quirkyChiat/day and TBWA merged in 1995 to become TBWA/Chiat DayPostmodernism  the best known of that is Wieden + Kennedyif you wanted music in your ad you had to make some Jingleactors and famous peoplethey were put on the map with Nike  “Just Do it” and the sports celebrity idea on the mapGrainy ads and old lookingBeatles music in an ad  we’re a cultural icon and never used for commercialsUsed Michael JordanNike and Wieden + Kennedy  grew up togetherWieden’s point of view  a free for all kind of thingMr. wolfdog  Old Spice1990’s Visual Style:Ads were style driven not concept driven. Style was substance.We moved on from more visual to “let’s just make it pretty”Khakis commercialGoodby, Berlin & Silverstein Founded by Jeff Goodby, Andy Berlin and Rich Silverstein in San FranciscoShared Wieden’sThey were associated with milk  early Goodby work  “Got Milk?”Late 90’s = ODDvertisingOutpost.com ushered in the era of advertising  gerbils and wolves adWhat is it?Anything can happenExtreme scenariosOffbeat charactersBaffling messages“people were filtering ads out.”  they were doing weird things to get people’s attentionWhy it happened?Different types of client enters advertisingBooming economy  advertisers will take risksDotcoms were especially fond of OddvertisingImitation  people started seeing this advertising and it became more popularCliff Freeman – leader of the movement ODDVERTISINGdid Wendy’s ads and little Caesars pizza (delivery)Others joined in OddvertisingNike  the chasing chicken adLevis  the surgery and doctorsMTV  the brothers and the MTV spanking on the buttProblems with oddvertising:Violence, antisocial behavior, profanity, cynicismLack of strategy“we don’t sell them anymore; we stun them” – jerryDeath of oddvertising:Dot-com bustEconomy  at the end of the 90’s and beginning of the 2000’s and people take less risks9/11  our mood wasn’t into it anymore2000’s  return more classic approaches; rise of the internetrebirth of brandingJOUR 2403 Lecture 4 Outline of Last Lecture I. Terms: USP, Icons, Inherent drama, Creative revolution, Branding, Integreated marketing communication, Segmentaton, PositioningII. People: Leo Burnett, Rosser Reeves, David Ogilvy, Bill Bernbach, Mary WellsII. Concepts: How did the technology culture and media of the and 60’s and 70’s and 80’s impact advertising? Why did marketers dominate the 70’s? Why did the creative revolution happen?Outline of Current Lecture I. Terms: Holding companies, Regional agencies, Visual language, Post-modernism, Visual style, Oddvertising concept (time frame, examples, leader, end of Adoption curve), TV Industrial complexII. Agencies, People and work: Chiat/day, TBWA,