Avenue A | Razorfish suggests we "treat every page like a home page." Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets …
The Definery
Diego Rodriguez, a partner at IDEO, endeavored to define marketing recently. He came up with a short version: Identifying desirable experiences, then delivering them. And a longer one from Harvard Business School: Marketers concern themselves with acquiring and retaining customers, who are the lifeblood of an organization. They attract customers by learning about potential needs, helping to develop products that …
The Brief from Sydney Has Arrived
Publicis Mojo, with offices in Sydney, Melbourne and Brisbane plucked a cherry assignment from Coca-Cola. According to Ad Age, the shop prevailed in an internal Publicis review to land global duties on Diet Coke. The global strategy will be implemented by local agencies already handling Diet Coke, known in some countries as Coke Light, either in the original format or adapted for the local market. In a handful of …
Where Commercials Once Were
I can't believe I haven't heard about Lovebites, a content play from JWT for Sunsilk Hair products, until now. Thankfully, Damiano Vukotic has heard. Lovebites is a 2-minute show that runs during commercial slots on "Sex in the City" reruns. The show was developed by JWT in conjunction with Paul Reiser (Mad About You). According to JWT's blog, The Good Stuff, a second season of 65 episodes was commissioned by the …
Making Music With Machines
Cool Hunting is reporting on a new experiential marketing initiative from Absolut Vodka. Absolut Machines is Absolut's promotional initiative that explores where technology meets design in the form of two "machines." Last night we got to check out one, the Absolut Quartet, an interactive multi-instrumental robotic machine. It consists of a marimba played by rubber balls precisely shot from a robotic cannon, a series …
When The Work Stinks, Make A Stink
Richard Huntington, Director of Strategy for Saatchi & Saatchi in the UK, is looking for planners to stretch during difficult times on an account. Whenever I come across thinking that simply doesn't excite me but where there are extenuating circumstances for why the strategy is as it is, I always ask the planner for their skunk strategy. A skunk strategy is that alternative bit of thinking that they really wanted to …
quarterlife Moves To Bravo
New Tee Vee has several posts about quarterlife's network debut and the fallout from said TV event. In a development that could kill the network dreams of other fledgling web series, quarterlife’s premiere on NBC bombed. TV by the Numbers paints the not-so-pretty picture: quarterlife came in last place in its time slot, with a mere 3.86 million viewers. An ABC Primetime news special won the hour with 7.64 million …
In Praise of Print
Crispin, Porter & Bogusky executive creative director, Andrew Keller, is in Sydney judging this year's ANDY Awards. He's also keeping a journal at Creativity Online. Here's a bit of what he's saying: I'm fascinated by print. It is almost impossible to nail down what makes a great print ad. There are rules and there are goals and there are philosophies, but there are no guarantees. The right answer just is the right …
