Having fielded studies, interviewed researchers and read "over 50 books" (!!!!) about marketing to women, Hoffman York has launched Kaleidoscope Group, a girl goddess think tank.
The website greeted us with an actual kaleidoscope of women and some Lilith Fair music that stimulated the growth of our leg hair follicles.
The group coined what it calls the "Time Zero Effect," which posits that even one negative element in an ad to women will blow your brand out of her periphery. (0x0=0. Get it?)
Here's an ad for Gmail by Saatchi, Moscow (thanks for sharing, Armando). Like these Stateside spots (1, 2) it's got that "collaboration makes us whole!" feel -- except in Russia, Google had to pay an agency to contrive it.
Guess it's tougher to find free evangelists and moon-eyed employees outside the motherland.
Has anyone watched FOX's The Moment of Truth? Well, of course you have. You and 20 million others. It's a good show for sure but is anyone else getting sick of the continued over hype and warnings from host Mark Walberg that, OMFG, some of these truths might be, OMFG, too hard for people to take? WTF? It's the entire point of the show! To continually hype it as if no one's smart enough to know exactly what's going on is degrading to people's intelligence.
Perhaps it's application fatigue. Perhaps it's incessant friend request. Perhaps it's social media overload but according to Hitwise, traffic to Facebook is down 27 percent for the week ending February 23 from a high during the holidays.
Hitwise acknowledges this could be a seasonal trend citing traffic increases during both the Thanksgiving and Christmas breaks due to a significant portion of Facebook's users (40 percent 18-24) being out of school and having more time to use the site.
Pointless drama aside, Paul Tilley is dead. Paul was the creative director at DDB in Chicago and on Friday he decided to jump out of a Fairmont Hotel window at 6:25 PM, plunging to his death. His death hasn't yet been ruled a suicide and is still under investigation according to the Chicago police.
Whether or not Tilley was a nice man, a bad man, a good boss, a bad boss, a jerk or the most wonderful man in the world, his death is a tragic loss of human life. A loss to DDB. A loss to his family.
Adrants reader Atif sent us Delta's new airline safety video. It's all slick production and jammed with in-flight classics:
o A hot pilot
o A distractingly hot spokes-stewardess (Dubbed "Deltalina" by the Flyertalk forum geeks, for her similarity to Angelina Jolie)
o The requisite forced enthusiasm for the 5 minutes of life-saving schlock we've heard 30382943908453908 times
o The "No Smoking" finger wave
o An Orbit tooth glisten, complete with sound effects (wait for it!)
The spot felt gimmicky because it was gimmicky. But maybe there's genius in thinking a formulaic safety video can win back some groove with a commercial tribute feel.
Advertising Age says snide advertising is bad for business and society. (They also define "snide" in case you're teetering on uncertainty. Isn't that sweet?)
Having been victimized to emotional tatters by the online efforts of Jawbone, we believe it.
Swivel Media's Erik Hauser explores the interest in previously unknown music Guitar Hero can spawn as an analogy for marketers and agencies working together to create product relevancy for audiences who no longer know a particular product or to create interest in a new product.
It seems to be the mother of all challenges. It's the one that prospective clients call ad agency offices with daily - sometimes hourly when things are brisk. "How do we increase relevancy within a particular market segment, and more importantly convert that new found relevancy into sales," they often say. "How can we drive purchase and purchase consideration by our intended audience - an audience that currently doesn't even know that we exist?" Both, by the way, are very good questions that brand managers are faced with on an hourly basis.
In early February MarketingVOX published this study about online TV show viewing by Solutions Research Group.
As can be typical of studies, the research cited some ostentatious figure -- namely, that 80 million Americans (43 percent of the online populace) have watched a favourite show online.
The study didn't specify whether 80 million Americans watched a complete episode; just that they watched one (which could mean anything, really).
Enter Kevin Horne of Lairig Marketing.
Adfreak pointed us to news of a virgin ad campaign for Apligraf, a kind of magic band-aid that uses living cells from the foreskins of baby boys to heal foot sores and leg ulcers.
Apligraf is generating lots of noise because it's the first product in its industry to start promoting its wares to consumers via advertising. (Granted, it's also the first product in its industry to get FDA approval.)
Adfreak surmises that the product is young, but it won't be long before it or similar offerings are promoted with bikini-clad sexbombs promising new-you salvation (It's Not Just for Foot Sores Anymore!).
Tough to play devil's advocate on this one. How long did it take post-legalization before controlled botulism injections became the stuff of slumber party play? A week?