Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
  • Connect

The Strange Death Of Modern Advertising

Maurice Saatchi has a piece in today’s FT titled “The strange death of modern advertising“. He observes that “At the age of only 50, advertising was cut down in its prime. Advertising holding companies used to boast about their share of the advertising market. Now they are proud of how much of their business is not in advertising. How did this happen?”

It is happening because creativity declined just when it should have exploded. Instead of treating consumers with respect advertisers chose to assault us with and endless tirade of irrelevant and shallow ads. And the media – the medium (for the most part) lost our respect.

He goes on to touch on message clutter. Marketers made this mess for themselves by zig-zagging on messages.

Each brand can only own one word. Each word can only be owned by one brand. Take great care before you pick your word. It is going to be the god of your brand.

Try this simple test on your own company’s products or services.

Pick a brand. Any brand.

Maurice offers a pragmatic solution – “one word equity”. I couldn’t agree more. “In this new business model, companies seek to build one word equity – to define the one characteristic they most want instantly associated with their brand around the world, and then own it. That is one-word equity.”

This act of distillation and focus should be a priority for every communicator. It might not solve the problems advertising has, but it would certainly improve communications effectiveness.

Technorati : ,

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]
Indulgences-Coffee