best practice

Small is the new big

February 28th, 2017 Comments off



Will the elected government make the lives of their electors great again?




Big business




Small business

Small business has always been big. Just not especially visible.



Small is the new big
Doc Searls, the celebrated co-author of Cluetrain Manifesto published a detailed narrative of how business is done within his intimate surrounding.

You probably can easily recall very similar stories from the business conduct in your own immediate surrounding. Of how you help each other out in your community and family. We are following a path previous generations have been following until BIG came along. The path of family businesses, that of craftmanship.

None of them want to grow their businesses any larger than they need to be.

Searls also has impressive statistics to show. “Firms with fewer than 100 employees have the largest share of small business employment.”

Luck favors the bold. That’s what it comes down to.

“No one got rich working”, remember the sarcasm? Read in fullby Doc Searls


Small is the new big


Slanted truth well told in stripped down ad

February 24th, 2017 Comments off



Droga5 minimalist truth billboard for the NYTimes

Droga5’s abgespeckte Plakatwerbung für die NYTimes



Truth. NYTimes



Truth. NYTimes





slanted truth
What’s true about the truth is that no one can stand it. We hate it. True is we live our lives in media. According to our President, much of media is fake news and alternative facts.

1The tense political climate in the U.S., and the Trump administration’s high-profile attacks on the media, have put many media outlets in the spotlight—which makes this a propitious time for brand messaging emphasizing the importance of quality journalism.



Sunday morning reaction



The campaign includes a 30-second spot that will air on the Academy Awards on Feb. 26 (where such ad slots are going for up to $2.5 million). The spot features audio of people debating politics, while on-screen text finishes the sentence “The truth is…” in various ways.Read in fullby Tim Nudd


slanted truth



Geoff McFetridge, Apple WWDC17

February 18th, 2017 Comments off



Geoff McFetridge, Apple WWDC17



Geoff McFetridge, Apple WWDC17





Geoff McFetridge



Geoff McFetridge



Resilience in an ad space dominated by digital

February 15th, 2017 Comments off



Stronghold resilience on German tv: Carglass and Fielmann glasses

Long standing resilience on German tv: Carglass and Fielmann glasses



German commercial television air time is dominated by digital brands, products and services. For at least two years in a row and long enough to leave an impression. Conventional household brand names have come close to become extinct.

But wait a minute, there are two contenders that seem resilient toward the epidemic spread of new technology driven businesses.

Fielmann glasses, with stores throughout the counties runs a high and dry testimonial campaign ending in the briefest possible message in white letters on a black background: Glasses: Fielmann.
You can’t be more to the point than that.

The other is Carglass, a repair franchise for damaged car glass with a campagin that reminds me of advertisements you see on local tv in the US heartland.

Both campaigns have been running long enough at a frequency to insure excellent sales quotes.



Glasses: Fielmann ad in original language



A take on an international Carglass ad
(does not represent a typical hard selling ad, carglass is known for)






Spoonerism in new classic advertising

February 13th, 2017 Comments off



Kiss caramel, with nobility a taste perceived exeptionally well.

Kiss caramel, with nobility a taste perceived exeptionally well.





Das Duell (the shoot out)


For the introduction of their caramel kisses, Ferrero won’t place their bets on 15 or 30 second tv ads. A 5 second tvc should do.

Ferrero Kisses have long made a name for themselves. Here’s what some genius figured. More attention for less (content) works wonders with consumers struggling with information overload. 30 seconds of product explanation or a memorable fun line presented in 5 second slots, you do the math.

The launch of their 5 second tv campaign got my attention and had me laugh out loud. Hit the button for many more one liners rhyming on caramel. Some German language knowledge required.More spoonerismin German language






Sooo good

February 11th, 2017 Comments off



It is soooo

Have you been listening to music recently? Not in a while…



…for my part I didn’t miss it. Hardly ever do i miss anything, really.
Other than the people that go along with it.
Or the money I once had.



Details in the fabric.




featuring Colbie Caillat
An effective team

We are an effective team.

Sooo good



Sooo good



Speak the language like you’ve always wanted to

February 10th, 2017 Comments off



Now you can, speak the language like you've always wanted to. No Trump pun intended.

Speak the language like you’ve always wanted to.
Now you can.
No Trump pun intended.



World-class global campaign





Speak the language
Are you receiving tired Trump jokes by best friends in your inbox? What a relief to be uplifted by this global campagin for learning language app Babbel by W+K London. It succeeds in spreading much appreciated humor to remote corners such as Germany, knee deep in serious carnival.



Speak the language



Go back home

January 31st, 2017 Comments off



Anheuser Busch

“You don’t look like you’re from around here”

A wave of immigrant tales can make a difference.





“An Immigrant’s Tale”

Super Bowl 2017

Super Bowl Ad







back home
It doesn’t take guts but brains to make use of inverted psychology. And help remind rural counties to please get back with the program. Not that what I perceive as either a subtle political, or as a cynical statement was intended though:
Read in fullby E.J. Schultz



back home



Campbell’s goes back to the future

January 11th, 2017 Comments off



Cambell's Beefsteak Tomato Soup ©Edelman

Campbell’s return to original packaging and content
despite the world famous iconic Andy Warhol art
that made Campbell’s soup world famous.



Making of narrative of beatsteak tomato soup.



Campbell's Clam Chowder - Campbell's Cream of mushroom

    Campbell’s Clam Chowder           –       Campbell’s Cream of mushroom



Campbell’s goes back to the future
Whenever Hugh Hicks was under the weather he made himself New England Clam Chowder. Hugh Hicks is my deceased father. I recall that he was never too fond of New England, but he sure placed his bets on its clam chowder. (The crossed out product shown is a can of condensed Manhattan clam chowder. It never made it into our house.)

For my entire life, I was certain that clam chowder holds some magic to make you well again. My favorite then was the condensed cream of mushroom. At restaurants, I ordered fancy turtle soup for its incomparable taste.

With my personal memories, I am in line with nostalgia tendencies. One of the big motivational drivers at the turn of transformation. And I am keen to learn how Campbell’s bold approach stands the test of time. Or do I hope they would never change their iconic look?

How Campbell’s dusted off a century-old recipe to cook up its latest marketing idea. Following a recipe from 1915 isn’t as easy as it sounds…

Read in fullby Robert Klara



Campbell’s goes back to the future



Four pillars of happiness

January 10th, 2017 Comments off



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