Remember that van that looked like it was dipped into the dyeing vat of a private school uniform purveyor? Last year it motored through the East Coast converting heathens to Web 2.0; this year it's going West.
See tentative dates.
About four months from now, the Plaid van will stop at agencies and companies to preach the gospel of social media. Along with new ideas, they will come bearing Twinkies and shirts. (Email Darryl [at] thinkplaid [dot] com if you'd like them to pop by.)
The roadies need sponsors so if you can pitch in some cash, a hotel room or a new fashion tip for that chocolate ride, they'd be much obliged. (So would we.)
- True to form, Bob Garfield reviews a fairly good Sprint commercial and then rips the shit out of it for what he deems dizzying camera work. Bob, you almost Puked? Seriously. You need to see a doctor or use your walker when reviewing commercials.
- Catalyst, the "marketing capital" firm launched by John Durham and Cory Treffiletti is rolling out a new Emerging Media Buying Service (EMS) that will provide planning and buying expertise for online video, mobile, social media, widgets, and gaming.
- Writing on AdFreak, David Griner, whose mom worked at NASA for years and was acting director of the Marshal Space Flight Center for a time, tells us about four NASA workers who are trying to "re-ignite the enthusiasm for space by reaching out directly to today's hyper-connected youth."
This is agency Northlich's creative department. They are selling overpriced shirts for charity.
You might think they look unhappy because that's just the hipster way, but some dude from Northlich claims their EVPCD forced them to model his designs. (Did he invent the asterisk?) And each shirt supports a charity he allegedly handpicked.
"Lame," the guy said.
Yeah. This is.
Ebert & Gerbert's tapped Colle + McVoy -- less its agency than its partner in crime -- to help blow out the candles on its 20th anniversary.
Maybe because the retainer was so high, C+M decided to give the sandwich guys a run for their money. They built the world's largest air vortex cannon and blew the candles out from 180 feet away. See it all at Candle Cannon.
For its latest site redesign, Modernista tossed caution to the winds. It did away with elaborate imagery, hype-laced content and the notion of using a website at all.
Now, users that run a search for Modernista -- and that click on the link to Modernista.com -- will be redirected to the search engine they used. In the upper left-hand corner they'll find a funky red nav bar. (Look past the bizarre 'net-speak and spelling; it is so Web 2.0.)
Leo Burnett London Futures Editor Ben Hourahine thinks he has the answers to the future of advertising. Some of what he says makes sense. Some just reinforces the notion advertising will accost anything it can get its hand on. There are no easy answers but at least it's being talked about.
One thing is clear. Marketers and advertisers will never again have the power they once had. There will never again be another M*A*S*H TV moment. Fragmentation will continue to the point of individualized advertising. Advertising, itself, won't really be advertising at all. It will be an information repository people can refer to when they are interested in a particular brand or product.
Get a load of the repositioning memo:
Not so long ago in our industry, the holy grail was an ad that "broke through the clutter," was "attention getting," "memorable," "persuasive" (ads usually measure by a copy test of an ad unit).
Today, in the new world of the internet, digital video recorders, mobile devices and myriad other technology -- all in the hands of an empowered consumer -- the new holy grail is maximized presence and multiplied exposure as a result of having an idea picked up, shared, played with, assimilated into the consumer's life.
Some call it viral; some call it buzz. Leading agencies must redefine their end goals in line with this fundamental new end game.
Over two years ago, Bernard Urban rebranded his URBANadvertising company to become GIGANTIC. Last April, agency We Are Gigantic was born out of an MDC consolidation of its MFP and Kirshenbaum Bond & Partners agencies. We Are Gigantic was headed by Neil Powell who was formerly a partner at the now defunct MFP which suffered significant client loss.
Urban sued MDC for trademark infringement and recently won, effectively ending the existence of Niel Powell's We Are GIgantic. Oddly, the We Are Gigantic site, though taken down as part of the court decision, is now back up. It seems, Powell, or someone, is trying to get whatever business they can out of this drama. The We Are Gigantic site's contact section says "We've moved" and a telephone number leads a company called Tremendous, which, following We Are Gigantic, is pretty funny.
We've left a message for clarification on all of this and will share that with you as soon as we have a response.
To celebrate the birth of four distinct company arms (with four unique specializations), The CementWorks launched a baby shower campaign for quadruplets. Watch the intro on their website -- very cute. (Possibly painful.)
Dividing itself into four realms followed the logic of "growing big by growing small." Read more about The CementBloc, The IronWorks, The StoneWorks and The CementBond.
An agency with industrial chic. Ayn Rand would be so proud.
Wow. For its Wrap Rage Cure campaign, which prescribes the (frightening in context) Open It! tool for people who suffer from package-opening rage, the Zibra Company has been awarded a Gold Addy for Interactive Media.
The award was distributed by the Nashville Advertising Federation.
Zibra partnered with web design firm Cabedge for the Wrap Rage Cure campaign, which included mock case studies, radio and interactive spots. The campaign generated "dramatic increases" to the number of unique visitors to the microsite. We're just hoping Open It! was actually used for packages and not customer-on-customer organ tweezing.
Rageheads are notoriously myopic. Just sayin'.