Frederick Olsson from Miami's Gothenburg recently returned from a trip to Shanghai where he observed advertising trends in a culture very different from our own. Dabitch from Adland spoke with Olsson upon his return an found the rules of advertising to be quite a bit different.
Firstly, the Chinese government doesn't like marketers to know too much about citizens and therefore any type of participatory public event held by a marketer that involves interactivity is labeled "market research" which is forbidden by law. Secondly, while no law against guerrilla or alternative style advertising is one the books, it's frowned upon but if caught doing it, Ollsson says punishment is very likely.
In terms of creativity, Olsson says "Chinese advertising is rather infantile if you're looking only at creative." He says this is due to the simple lack of experience the culture in general has had with capitalism and the marketing arm that goes with it. Conversely, Olsson says the work that is produced is meticulously executed , "extraordinarily good looking and technically advanced."
Also alive and well in Chinese advertising is what we would deem sexist. "A lot of macho gruff for the men and pink fluffy stars for the women," says Olsson.
In a less threatening take on the "--or die!" manifesto marketers have become so fond of, Piers Fawkes suggests that if you're not going to go out there and change the world, you ought to just go home.
At the IIR Future Triends '07 conference on Monday, Fawkes gave this presentation -- pointing to Kashi, and that Omnivore's Dilemma guy, as well as other examples -- to illustrate what trendy forms our social assumptions about "going green" take.
"Green is not a trend, it's an issue," he stressed, adding that ours is the best job in the world because we can inspire companies to do good.
You can't call yourself a new media advertiser if you're not hip to the jive, and ad:tech is a great place to brush up on this crucial skill-set.
But it can be tough to keep up. With that, I give you the 2007 edition of the Official ad:tech New York Ad-Jive Dictionary. Use this knowledge well, and you're sure to be the life of the break room.
Better still, you'll confirm your CEO's conviction that burning $5K to send you to an ad conference was a very intelligent idea.
Overheard on the press room floor:
"The whole point is to remain agnostic."
Digital advertising and spirituality: two sides of the same coin?
This unnecessarily long article by Forbes, chock-full of handy-dandy survey data, tells us one -- well, two -- important things:
- A new concept is born: "shopper marketing." (Known to you traditionalists -- har har -- as in-store advertising.)
- Concept shopping carts are getting outfitted with a text messaging device, courtesy of Modstream. It's appearing at Home Depots in 8 states.
The idea is that shoppers, which haven't warmed much to video-outfitted shopping carts, will take advantage of coupons, or marketing messages, or whatever-else, at their fingertips.
With the reported launch of OpenSocial, which enables developers to build apps for a multiplicity of social networks and not just one -- including a Google social network that spreads its net over its other properties -- Google has enlisted MySpace as a partner.
And that's just the headliner. Others include Engage.com, Friendster, hi5, Hyves, imeem, LinkedIn, Ning, Oracle, orkut, Plaxo, Salesforce.com, Six Apart, Tianji, Viadeo, and XING as founding partners in OpenSocial.
According to Fortune, Facebook was pointedly not invited to the knitting circle. "Despite reports, Facebook has still not been briefed on OpenSocial," said (obviously butthurt) spokesperson Brandee Barker.
There may be just cause. John Battelle says Facebook's coming out with an AdWords killer next week.
The plot thickens.
If you don't know your place, the Queen Bee will find you. And kill you. < / maniacal laughter >
"One market. Infinite possibilities." That's the going slogan for the NYSE, a brand so big and so embedded in the American financial subconscious that seeing an ad for it almost confuses us.
This pair of spots -- dubbed Market Conditions and One Destination -- are chock-full of NYSE listed companies and glorify the speed and interconnectedness so necessary to business today. The agency responsible is Fallon Worldwide, but the smooth production comes from Stardust.
We were really fond of the last spot, which moved slowly and did a better job of illustrating a blooming world of "infinite possibilities."
All in all, these do a serviceable job of keeping the NYSE salient in ad land, but they're not especially resonant. It could just be the new narrator. He has a smack of fresh 90s dot-com-ness to him.
So last night, we're three quarters through yet another now shitty episode of the once-brilliant Heroes and what do we see a few minutes after a commercial break? No, not one of those banners that promotes some new show that will likely suck or some news tease that will make it impossible for us not to "stay tuned for more" at 11. No, we see a big black banner fill the bottom fourth of the screen touting the new Denzel Washington, Russel Crowe movie American Gangster. WTF?
So this is what it's come to, people. The nets aren't going to take any more of our ad skipping shit and they're now going to bombard us not only with annoying in-program promotions but with ,annoying, unskippable in-program ad banners. Apparently taking a cue from YouTube's video advertising efforts, NBC is going to get is ad revenue no matter what it takes.
While we can't fault a media company for protecting its revenue stream, it's beginning to reach the point of insanity. Watching a show recorded on a DVR is now going to be just as annoying as watching one live with commercials. Maybe worse. With old-school commercials, at least you could miss the ads by getting up to take a piss or grabbing something out of the fridge. No longer. And this isn't the last (and likely it's not the first) we'll see of these DVR-fighting tactics. Protecting that revenue stream is a very powerful motivator.
Sorry, we didn't get an actual screenshot of the banner.
Fans of the long-running PG Tips chimp ads will be happy to know the simian is back. (As a sock puppet, sure, but CAPS may call this innovation.)
Founder Duncan Richardson of JDI Integrated Advertising told us that the PG Tips chimps are among the most beloved ad icons in the UK, with campaigns running 20 years deep, give or take a little.
Now the monkey's got an up-to-date left-field wit, a broader sense of drama, and a strange kind of innocence that can only be conjured by braided cotton and beaded eyes -- all of which you can see in The Return.
Monkey (or triangle teabag?) fans can hit PG Tips' Monkey Store to buy shirts, or monkeys wearing shirts, with stuff like "Mr. Shifter?," "3% invisible" and "Monkeh!" printed on them -- none of which we understand, but that only makes it funnier. (And we're not even high!)
We are leaning toward the flirty pink "Back to mine for a cuppa?" That monkey is raunchy.
We like checking up on the BBC, mainly because its home nation seems really nervous about the internet (whose merits and demons we were comparably quick to embrace).
In the last few weeks, the BBC has furnished vigilant parents with terror-stricken warnings about Cyber Bullying and ID theft (social networking's mainly to blame), the "worsening" state of child porn, and the denigration of basic human values resulting from virtual worlds. (Well, we could've told you that.)
But we can't hate that hard. NY state is home to investigators that posed as kids to tempt sex predators on Facebook. Nice.