Insights
Why good design matters
One of the first design and advertising books that really spoke to me was Pentagram’s Living by Design (long out of print). Its basic premise was that design extended to more than graphics, architecture, advertising- but was the entire consumer/brand experience- long before people were talking about experiential marketing.
I was lent the book by a former employer, who had been given it as a gift by one of his professors. After I read it, I tried to talk to him about it, his response: “I don’t read books.” I didn’t stay at that job very long (probably because I did read).
I went to Pentagram’s London office to find a copy, several years later. They were nice enough to give me a copy- that had a section removed- and she copied the missing pages. I later got a complete copy from an art book store in Santa Monica- it’s one of my most prized books.
So, when I stumbled onto Pentagram’s blog- and saw this logo- I was instantly reminded of why I believe design does make a difference.
Take a look at this elegant logo- then read their description:
New at Pentagram: New Work: One Laptop Per Child
Pentagram has designed the identity and website for One Laptop per Child, the non-profit organization with the goal of providing laptop computers to all children in developing nations.The identity is a hieroglyph, designed to be universally understood, that utilizes the icons of the OLPC laptop interface, also developed by Pentagram. The website design employs these symbols as the basis for navigation. Each icon leads to a corresponding section of information: the laptop to a section about hardware and software, the arrow to a section about participation, and so on. The site launched in English but is currently being translated into many languages.
For all the companies that don’t think they can afford to do a proper logo on start-up, just remember, you can pay now, or pay later. A well designed brand mark can make the difference between having a corporate identity- and becoming a lifestyle brand, ala Nike, Apple, BMW, Mini etc.
And, by the way, if you aren’t familiar with the One Laptop Per Child initiative, you need to read more about it- it’s truly something that could change the world.
Fallon spins off yet another agency.
When I first started in this business, a very smart group of people were just breaking the national scene; Fallon, McElligott, Rice opened in 1981 in Minneapolis Minnesota- far away from Madison Avenue and the whole “ad scene.”
It seemed almost as stupid as opening a small ad agency in Dayton Ohio in 1988- the only difference was that these people had all worked at some bigger agencies, and weren’t starting from scratch.
In fact, most agencies start by mitosis (splitting of cells). And, it seems it’s happening again, as some former Fallon people are hanging their own shingle, taking Fallon’s star client; United Airlines with them.
Personally, I find this repugnant. It’s called biting the hand that feeds you. If you can do such great work for the client on your own, why can’t you do it for the company that brought you? I’ve never met Pat Fallon, but, I’ve met some of the people he’s mentored in this business; Luke Sullivan, Sally Hogshead and former business partner Joe Duffy, three of the classiest, nicest, most talented people in the ad world. (Note, I’ve also met another former Fallon/Duffy employee who started his own thing- that was a total jerk, but very talented as a one-trick pony). So, while I’m sure these guys that Ernie gives kudo’s to are all nice guys, I’m wondering what Pat Fallon has done to deserve having so much business and talent- slip out the door lately?
Ernie Schenck Calls This Advertising?: Rhapsody In Minneapolis
Barrie D’Rozario Murphy’s star just went from on the ascent to full zenith mode with United Airline’s decision to go with the fledgling but oh so talented Minneapolis shop, thus ending a long-standing relationship with beleagured Fallon. Am I surprised? Yes. Am I surprised? No. Bob Barrie and Stuart D’Rozario and the work they did for United when the airline was in its darkest hour continues to be one of the classiest and tasteful campaigns in the business. So while I honor all that Fallon has done for United, these guys deserve much of the credit.
The site for Barrie D’Rozario Murphy is www.bdm.net (and like most recent Fallon spin off agencies- it’s in Flash and can’t be found).
While I try to keep up on the superstars of advertising (sometimes it gets a little difficult), I have to wonder: of the great ad agencies in this country- which agency would get the honor of being the best breeding ground for superstar talent? Which agency has spun off the most “hot shops”- and, where are the best places to hone your skills?
I’m also wondering how clients like United, can believe that a small start-up can take over a major account and do a truly better job, just out of the gates. Fallon has demonstrated over the years that they “get it” and are as forward thinking as any agency on the planet.
Is loyalty absolutely impossible in the advertising world anymore?
Any thoughts?
Greater Dayton Advertising Association tries to learn web 2.0
Today, the Greater Dayton Advertising Association (formerly known as the Dayton Ad Club) made an effort to finally bring it’s members into the year 2003. The speaker was Matt Bailey from SiteLogic- a Search Engine Optimization consultancy.
Matt did a decent job of explaining the power of social media in his alloted 45 minutes- using eepybird’s Mentos/Diet Coke video as a viral example, discussing how Price Rite Photo got destroyed after a bait/switch deal and the Pork Producers failed attempt to slam a breast feeding support site for using the phrase “the other white milk.”
All great stuff- all stuff we’ve been trying to get the ad club to discuss for over 2 years. All the stuff that we’ve been offering in our Websitetology seminars- but, of course, if you aren’t from out of town, you can’t be an expert.
Matt had a hard time coming up with business to business blogs as an example of generating business- yet, had we been the presenter- we would have been able to point to this blog- to show the b-to-b results. I looked at Matt’s blog- and found this bit:
SiteLogic - Marketing Logic » Why are Analytics so Difficult? by Matt Bailey
Building a website requires an understanding of search engines, as search engines are one of the primary methods of acquiring visitors and customers. However, once the search engine’s information requirements are met, the site has to be able to communicate a different message to the human visitor.
We agree- since 80% of Internet use begins in search, search is key. And, once they get to your site- they need to engage. Apparently Matt’s blog isn’t providing him the kind of traffic he needs. We think we know why.
In the Q&A, someone asked if “tags” in a blog are like Meta tags of old- and he answered they weren’t the same- which is true. Metatags were for the machines; blog tags/categories/taxonomy are for the user. He got that straight- but then, he took what I call a Guru Nosedive- he said that he didn’t use them much, they aren’t that important- content is.
WRONG. At least with WordPress, categories are a way to supercharge a search term, by grouping a bunch of posts into a single post. It’s probably one of the most important SEO techniques we teach- but, alas, the Dayton Ad Club people won’t learn that. Their Executive Director still won’t attend our seminar- and is still building sites the old fashioned way.
It was particularly telling of the 2.0 literacy in the room when there was only one other person in the room that knew what the Long Tail was (besides yours truly) and only a handful (including SAA students) had heard of Digg.
If the Greater Dayton Advertising Association and it’s members (and SAA students) hope to survive, they are going to have to do some serious catch-up. Web 2.0 is only the beginning of The Next Wave, and they aren’t there yet.
To be hated is to be loved? Then why do I really hate local car commercials?
Crispin Porter + Bogusky is the über hot ad agency of the last few years. We write about them, other people write about them, and everybody has an opinion. While celebrities have their paparazzi, the hot agencies have their armchair quarterbacks.
We write about them, because we know there are people searching for great, smaller, independent agencies- and hope they take a look at us (we think we understand web 2.0 better than CP+B and can help our clients get bigger bang for their buck)- but also because, well, the ads are interesting to us.
So, while Seth Stevenson writes in Slate why he hates Crispin ads- (and we have a few we detest too)- we thought this section was worth discussing:
Why I sort of hate the hottest ad agency in the country. - By Seth Stevenson - Slate Magazine
Strong reactions. But that’s not necessarily a bad thing. In fact, a vigorous response is precisely what Crispin wants. As CEO Jeff Hicks told me, “We make a conscious effort to have our brands commented on and talked about.” It’s his feeling that in a world supersaturated with content—video games, Web clips, text messages, etc.—to “break through and be noticed is a huge victory.” Crispin is the master of breaking through, getting attention with its provocative TV ads and also with smart viral projects (remember the Subservient Chicken?).But is all attention good attention? This is an age-old question at the heart of the ad game. And there’s really no right answer. Sometimes a provocative, attention-getting ploy is just what a brand needs. Other times, the tactic falls on its face.
You see, local car dealers have been doing the same thing for years (as did a really obnoxious carpet dealer named Buddy)- they did ads that people talked about- that “broke through” - and that drove our community nuts. Yes, they all have top-of-mind awareness, but, no, it wasn’t the most effective way of advertising. David Ogilvy suggests that you create ads that your mother would be able to like, understand and accept- screaming, being obnoxious, etc. isn’t the answer.
When we were challenged with changing the image of Mendelson’s Liquidation Outlet, we refused to put the owner on his own spots- screaming “I’m crazy Sandy, I’ve got deals” (which of course he did after we ended the relationship)- instead we created the “explorer dude” and his “shopping safari” concept- coupled with the tagline “The first place to look for every last thing”- which cut through the clutter, yet didn’t annoy.
As the industry leader, with everyone scrambling for competitive advantage, Crispin is able to sometimes dicatate to their own detriment. The Haggar Dog Crap spot- while entertaining, may loose the pants in the joke. And while we enjoyed the “Unpimp your auto” campaign for VW- it alienated an audience that could one day be potential VW buyers.
Creating an emotional response is critical in advertising- but, when given a choice, go for something your Mom would enjoy.