Author Archive for paulyk23
As wonderful and wide open as the digital arena is, more and more I feel like banner advertising shares the same characteristics as outdoor advertising. For every brilliant one you see, there’s a thousand that you wish you hadn’t. As an advocate for good work I often wonder why this is? By no means am I an authority on the subject, but after giving it a little thought I’m convinced one way to make digital (and outdoor) advertising better is to pay closer attention to where our message is going to be viewed. I can’t count how many times I’ve heard highly respected creative leaders tout don’t just be creative just for creative sake, well, I feel like that same message applies to the digital world. If it’s not the right time or space don’t go digital for digital sake. What’s the point of simply getting a message out there if it in fact has no business being there? In my opinion, creative media placement can make just as much of a difference as the message itself.
Speaking of placement, right or wrong, this ad placement for Aflac is too funny to not show off.
If only every banner ad was as cleverly thought out, the world wide web would be a much better place.
That’s right everyone, you’re reading it right, crab dip. With a “c” a not a “k.”
Yes, Alice Janikowski is the latest copywriter to join IQ. And to celebrate her arrival, she’s surprised us all by hostessing a little late day shindig consisting of sulphites, suds and spreads of multiple varieties.
An impressive and generous tactic for someone of the likes of, say, a VP of Project Management, or Director of Interactive Technology. But a Senior Copywriter?
Perhaps I overestimated my negotiation skillz? Maybe our creative director just loves her more?
Whatever it is, Congratulations Alice.
Thanks a lot for the freakin dip.
Borrowed from the Ad Contrarian.
May 20, 2010
As you stroll the halls of an ad agency you often encounter people wearing baseball caps, wandering aimlessly and muttering to themselves.
We call these people “creatives.” They are the ones who make the ads.
They are always confused. Here’s why.
They are pressured by their leaders to do “great” work. But when they do, they usually get reprimanded for not being “on strategy.”
They are encouraged to win awards. But when they do, they are dismissed as childish narcissists.
They are highly paid, but rarely listened to.
They are told that it’s “all about the work” but come to learn that it’s “all about the metrics” or “all about the relationship” or “all about the conversation” or “all about” whatever the cliche-of-the-month is.
When they say advertising is an art, their clients say it’s a business.
When they say it’s a business, their clients say it’s an art.
When they finally get something good produced, it fails.
When they produce mundane crap, it works.
When their friends like it, their clients hate it.
When their clients like it, their friends hate it.
They are encouraged to be collaborative. But the more people touch their work, the worse it gets.
They are counseled against becoming prima donnas. But they see that the people who get good jobs are often disagreeable monsters.
If they weren’t confused they’d be crazy.
After her first 100 days on the job, Microsoft’s corporate vice president of global ad sales Carolyn Everson has reached this conclusion: banner ads stink. With this in mind, she’s planning to reach out to a partner less familiar to the software/media giant — the creative community — for help.
Indeed, Microsoft is planning to set up a series of meetings with creative agencies and executives as part of an Everson-led effort to reinvigorate online creative and to attract more traditional brands in the process. Everson, previously COO and evp of U.S. ad sales at MTV Networks, wants to sit down with the current generation of Don Drapers and spark nothing short of a revolution.
“We have to completely reinvent display advertising,” she said. “The digital industry faces [the] challenge [of convincing advertisers] that the Internet is a good place to build a brand. That’s why I want to reach out to the creative community. That’s priority No. 1.”
Amen sister. Couldn’t agree more.
In my opinion banner ads (as a collective whole) remind me of the coupon section in the Sunday paper. Barf. I think it’s long over due and about time these tiny tidbits of advertising become more interactive, more engaging, and a heck of a lot more creative.
That said, let’s not forget one critical often forgotten point. People are on the internet for an endless array of other reasons than to read a clients ad.
Banner ads need to stop trying to compete with websites, rather they should compliment them.
Lastly banner ads should reward someone for taking their precious time away from what they were originally doing.
Maybe then they’ll stink a lot less.
Start doing those pre-game warm-ups. Start listening to the 80’s smash hit The Final Countdown. That’s right, this Friday, the legendary IQ Annual Field Day Event is on. Kickball. Water-balloon tosses. Dizzy Bat Races. And of course plenty of frothy beverages to make things interesting. This will be my first, but from what I’ve heard the competition is hotter and meaner than a bowl of Tony Accurso’s award-winning Texas chili.
The Forecast: Mostly Sunny with a great chance of smack talking.
Current Vegas Odds:
One team will go home with bragging rights. Four others will head home with bruised egos.
All I know is there should be plenty to talk about come next week.
The Social Network opens this weekend. Facebook IPO hits Wall Street late 2012. Thumb up. Paul Korel likes this.
Like it, hate it, use it or abuse it, I’d be willing to bet the Farmville farm that Facebook is going to make a lot of people rich in the years ahead. But before I throw all my eggs in the proverbial basket I figured a little due diligence would be wise.
Can Facebook continue to grow as a profitable company? Is Social Media the world’s best marketing/advertising agency? Or will FB derail and end up like so many other once popular brands that have ridden the trend train?
I missed out on Apple. I missed out on Google. I plan in getting in both lines for this one.
Just curious what everyone else thinks?
I’ll admit it. I’m a sucker for a good deal. There’s nothing I love more than that “Save an additional 50% off” rack at Bloomingdales or the “Clearance” section at Filene’s Basement. On the flip side, there’s nothing I can’t stand more than feeling like I’ve been scammed. Alas, yesterday I was. Here’s what happened.
Sometime after lunch I opened my email and was drawn to this bold headline:
80% Off + Get a Free $10 Restaurant.com Gift Cert!
Not too shabby right? I was intrigued too.
So I clicked on the ad and staring at me in the face was what seemed like the discovery of the century.
Are you kidding me? What business is that desperate to offer up such a steal? Better question, who’s gullible enough to buy something too good to be true?
Sparing everyone the progression of the night I’ll get to the point. There I was sitting at the table in the restaurant trying to pay for my inexpensive meal with my trusty little coupon (I won’t even go into how bad the food tasted) only to be derailed and embarrassed by my server.
How quickly I learned—all is not what it seems. In order for me to get “$25 off” I actually had to purchase $50 worth of food. Not I get a delicious $25 dinner for $2.
Wait just one second. “It didn’t say that in my email!?” I explained. I even verified this on my trusty smart phone. My server retorts with”But it’s clearly and cleverly positioned on the coupon itself.”
I had officially been duped.
Should I have dug deeper into the finite details? Should I, a senior copywriter, have known better?
Who should I hold a grudge at, the restaurant? Restaurant.com? The advertising industry?
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