Oh now it all makes sense. So this is what Peter Arnell did before he spent (wasted?) $35 million messing with Tropicana packaging (only to have the brand revert to the original) and who knows how many millions on the Pepsi logo...and that document.
Yes, indeed. Now it makes perfect sense.
OK so you've landed the perfect client for whom you've been jonesing for years. They're about to launch a new product line and have a huge marketing budget to support the launch. (OK, just pretend the economy doesn't suck and they actually do have huge marketing budget.)
You concept the most amazing idea you've ever concepted and present it to them. During the presentation they praise it. They love it. They fawn all over it. They pontificate about how it will introduce a sea change within their industry and how it will skyrocket the company to greatness. Everyone fist bumps each other at the end of the meeting and the client promise to call with final approval the next morning.
The call comes...
From the Adrants mailbag:
My skater friends have been sending me a link all day long that shows a blatant - and I mean blatant - BBDO rip off of a [Spike Jonze] directed skateboard video [...]. The original was from the most popular skate video in years, but obviously, someone's creative director hadn't seen it:
o Original, and far superior.
o The fraud.
The only way that is legit, would be if Spike did it himself... but quality-wise, it just doesn't stand up.
The ad labeled "the fraud" was put together by BBDO Mexico for Snickers, oddly enough. Pro-skaters Steve Berra and Eric Koston are so pissed about the Spike Jonze rip-off that they posted it on their blog and are trying to drum up some righteous rage.
More on this over at Agency Spy, which has a translation for the Mexican Snickers spot as well as comment from Berra.
- Like animals? Like strange "viral" videos? Jonesing for anything Samsung? Then check out this seeded video from The Viral Factory.
- The 12th annual One Show Interactive Awards will take place on May 8th at Terminal 5 in New York as part of The One Club's Festival Week which includes The One Show on May 6 at Jazz at Lincoln Center and One Show Design on May 4 at the IAC Building in New York.
- Creative director seeks hot personal assistant on Craigslist.
- AdGabber members remember Lee King. Reading about other peoples' experiences with King brings his body of work to life for us. Also, here's a nice memorial from AdWeek.
- How Mac's Genius Bar experience makes loyalists.
- Hey, AmEx, that's not very nice.
- Twitter started out on legal sheets. Look at them, all innocuous and ordinary, like so many ideas-cum-dustbunny-conventions lying dormant under your bed.
- Old Kraft logo, new Kraft logo.
- In case you ever wondered how influential you are on Twitter. What's that saying? Being powerful is like being a lady...
- Food for thought: The top 10 chains -- Neiman Marcus, Saks, Nordstrom, Macy's, Dillard's, J.C. Penney, Kohl's, Sears, Bon-Ton and Belk -- had sales of about $110 billion last year, about one-fourth of Wal-Mart's total.
- Cow pee bevvies. Um ... yay?
- Congratulations on still having a job!"
Boston and New York-based Barbarian Group is number 29 on Fast Company's Fast 50 list for 2009. The agency, which launched in 2001 with the four founders; Benjamin Palmer, Rick Webb, Keith Butters and Robert Hodgin, has now grown to 80.
The agency first came to notoriety for their work developing Burger King's Subservient Chicken. Yes, it's Crispin's account but Barbarian Group did most the work truth be told.
Recently, the agency did the CNN T-shirt thing which made it possible for people to choose a favorite headline from the site and have it affixed to a customized t-shirt.
The agency was also named digital agency of the year for 2008 by Creativity Magazine. Clearly the agency is on a roll and it's well deserved.
They are well positioned for the path advertising is on. Much better positioned that most traditional agencies and even other interactive shops.
Oh how we just wanted to let this one go. Really, we did. And we thought it would just go away like every other occasional unveiling of an agency's always-embarrassing internal workings.
As idiotic, far-fetched and plain absurd as the Arnell Group Pepsi document is, anyone who's ever worked in the industry knows this brand blatherific crap is the norm when it comes to a renaming/rebranding/logo project. It's. Just. The. Way. It. Is.
We're not defending the document's overblown inanity but pick up any creative brief or major rebranding document you've ever written and read it. Then multiply the idiocy you just read by about 100 and it makes perfect sense, given the size of the Pepsi account, the Arnell/Pepsi document is as hilariously verbose and mind-boggling as it is.
- George Parker is out with his new book; The Ubiquitous Persuaders. Buy it now!
- Moo Tags. Yea, me too.
- Here are five must-have ingredients for any Steven Segal movie. It promotes the recent release of one of his DVDs. He still makes movies?
- Here's a parody of The New York Times Weekender commercial featuring Paul Rudd.
- And yes, like everyone else, we have to air Arnell Groups dirty laundry in the form of their hyper-pretentious, buzz word-happy, brand blather-filled brief for the work it did on the new Pepsi logo. Please Arnell, tell us the whole thing was a joke and you're all laughing at us now. Please?
What's an agency head do when the agency expands, builds retail space and adds a spiral staircase? He christens it by...well, watch the video.
Oh no! Say it ain't so! Even Uber-agency Crispin Porter + Bogusky is facing tough times and has had to reduce its staff of 900 by 60. Katie Kempner, VP of communications sent us this statement.
"In response to the current economic climate, advertising budgets are being reduced in virtually every industry. On a comparative basis, CP+B's business is doing well but we are not immune to the constriction of the economy. Our two main responsibilities are to our clients and to our employees. And in order to most prudently manage our business, we have
take the difficult step of reducing our staff by 60 of our 900+ employees. We do not anticipate any further staff reductions. These are extraordinary times and we hope that we will not have to do this again."
Well, there you have it. Best wishes to all. Getting laid off sucks and there's no other way to put it.