Right | Wrong via This isn't happiness™ Peteski
I love the idea that institutions and offices, with no convincing service offering or weak performance, may no longer be acceptable. I shall live to tell the story. Efficient systems are evolving much like the internet and grow, even merge organically.
via Boing Boing u. Brain Pickings weekly
British edition, get the answer from Maria Popova here.
Grey's Anatomy
Grey’s Anatomy won’t waste the audiences time, a series of human issues, typical for a hospital’s work environment, quickly gets introduced only to be resolved in often surprising ways after a couple more cuts. More often than not, solving one issue will also solve another unrelated issue. Regardless, the story telling steadiy unfolds at a speed the audience is comfortable with, without ever getting stuck in a single issue or scene. Unlike German tv where in comparison the audience is stuck in solving a single issue much like a miniature pinscher lock jaws in the postman’s trouser legs. An entire episode, be it drama or talk show concentrates on a single issue and won’t let go for 45 minutes, until a visit to the emergency ward becomes neccessary.
What did Einstein mean by that? Bill Murray has the answer. Digital watches tell you the time in numbers: 10:12:32. They don’t have hands on their watches like they used to. People have hands. Without the hands you can’t see the hour as it relates to your day. We can no longer oversee our hours as we used to. Time check
Brands want to be like Dyson or Apple. Brands and beings are becoming more alike. Now who wants to be like Bill Murray?
The return of Star Wars Episode I makes it even more apparent in 3D: The Force is a true member of the cult of done and sets the standard by being inventive in the practice of continuously introducing new malices. Queen Amidala and all good people are kept busy with defending the lives of the people of Naboo. A honorable yet terribly tiring and helpless activity. Guess what? Offence is the best defense.
McCann Worldgroup CEO Andreas Trautmann and German president Christian Wulff Two unrelated events unfolded between the years, one in politics and one in marketing. It took me a little time to discern it, although they immediately appear to be interconnected:
Berlin — A narrow majority of Germans believe the country’s embattled president should keep his job, according to two new polls, and Chancellor Angela Merkel signaled Friday that she still backs the man she helped install (read the entire Washington Post article here).
Berlin — Newly appointed McCann CEO Andreas Trautmann sends the embattled IPG worldgroup off on a tabula rasa by which three locations get shut down, Munich, Hamburg and Frankfurt, the former headquarters.
Berlin and Düsseldorf are now to bring back the magic and reinstate creative leadership in (and for) the German design nation.
Both men have something to reinstate and both men can perfectly succeed at one and the same option, that of becoming transformative.
Development is a friend and while a clean slate may well prove as way to go for McCann’s Trautmann and the German language worldgroup, a new business model for the worldgroup will likely evolve and present itself along the way. Much to the liking of Gustavo Martinez, the European chief officer in London. I picture it to be an insanely powerful new model, so successful to become an export article adopted by other worldgroup locations and Interpublic agencies around the world. Little by little reinstating the branding and positioning prowess that made McCann a world player in the old world but with a difference, the McCann Worldgroup now plays a great game in the new world.
On the other hand, the office of the federal president is of little interest to the public. President Wulff has apologized, he did not ask for forgiveness. An old world character, in my opinion, who bets his term on public forgetfulness, yet there is a better way.
The German president will now want to back his apology with continuous activities that will resonate with the press and the public. A profitable disposition centered around transparency and pressing transformative topics as the suggested theme (read this post from Seth Godin from 2 days ago).
This panel is not about re-educating our industry much further, but to first refocus on a solution that has long been brought to the conversation and that will help our industry’s issues get resolved more immediately. I trust it to be a universal yet very pragmatic solution -it more specifically- is a set of instructions, demonstrating work out there already, that will help our industry instantly by providing orientation by design. Classic Art Directors do excellent work once they get to know what is required and can get their hands around what needs be done to return the magic. You lovely people have already discovered, that it’s not our thinking that changes our doing but that it’s our doing that changes our thinking. As an industry, let us now put our money where our mouth is and get the industry involved in solving their issues on their own. In providing a platform that aggregates practical samples of work with proof of return on investment and focus on a unique solution that likely prove to be universal in bringing the magic back to our ad industry. My daughters handed me a drawing some time ago with the words: “Less talk. More rock.” I honor my daughters for being right.
Level: Beginner Category: Design/Development Supporting materials:
It has become imperative to refocus on a solution that has long been suggested
Long Tail no more
Less Talk. More Rock.
Be so kind as to let me know how you feel about getting our industry involved in their own issue resolving. Please enter questions you may have for me in the comments field below. It will greatly help sharpen my presentation, thank you much.
© 2011 Aigle boots. All rights reserved. Permission pending…
As daring daughter Dido recently pointed out: “It’s not over ’til the fat lady sings but it is good to know the fat lady has taken center stage.”
If my advertising trade is accepting of the fact or not – that in order to survive the transformation and succeed in being transformative, we must bring back the magic – the entire ad industry will just have to follow suit in the wake of transformation and take on their social responsibility not only as an agency but for their trade as a whole or resign. The ever more sophisticated consumer now has the ability to sift grain from chaff and makes good use of it as the global shift in consumer behavior clearly demonstrates. All you need to do is watch the news.
It much looks like Germany will be closing down their nuclear plants in rapid succession after being terrified and sorrowing by the events of Fukushima.
A pragmatic and practical approach for bringing back the magic has long been offered by Gareth Kay from Goodby, surprisingly with ‘What we can learn from the mating habits of birds‘
It’s not what we do, it’s what people do with what we do. Just as important as providing the means of getting things of relevance done and enabling people to get involved, a psychologic switchboard for bringing back the magic, has been captivated by Cindy Gallop in her 3min manifesto. It’s the nessecity of each of us to focus on ourselves and maintaining our very own survival strategy of self actualization and not just focusing on the needs of our clientele. I’ve had to let go of excellent craftsmen and women for not bringing themselves along to work back in my time at zentropy partners.
“The willingness to take chances.”—A sucker punch answer by the adored Cindy Gallop, I stumbled upon elsewhere. Stay put for a series of statements on the fear of failure brought to you by Berghs’ Exhibition ’11 and some of the worlds most renown advertising practitioners. The willingness to take chances demands a certain willingness to embrace failure. Kids love to play in mud puddles. Why? They are magically drawn to mud puddles and getting themselves dirty. Why is that? It is our human survival strategy that makes them want to become experienced. If they don’t learn, they won’t survive another day, so to speak. A good question is why do grown ups shy away from mud puddles and getting dirty? They don’t, they are just no longer drawn to mud puddles since the learning curve has expired, we now are drawn to whatever is new to us (reality tv, porn sites, newscasts). A most reliable trait for marketing that is (that of inherent continued need for learning).
Watch the videos and find out why the attitude of fearlessness of failure should help us silly grown-ups succeed in being transformative.
Every little helps—No piece of work may be submitted with no reliable aim at bringing back the magic.
Are you experienced?—Ideas now must be ideas that do. Getting experienced at what ideas that do are all about.
Responsibility—Not only focus on the client needs but focus on your needs as a creative human being and as a member of the advertising trade.
Courtesy of Partick Moberg.
© 2011. Patrick Moberg. All rights reserved.
Today the entrepreneur can resort to better means and technologies to launch their product than ever before. A little noticed circumstance comes into play and to the aid of the entrepreneur entering the market with their product, when needed and only then.
All I have to do as an entrepreneur in the beginning is to reach a healthy understanding and defined rational of my brand and my product and its identity. How exactly does my brand and product make life easier on the consumer?
Pressure from within.
No wonder, that by 2011 the entire communciations industry has come to accept that for the consumer as well, the pressure must come from within. That is is best to leave discovery, desire and recommendation up to the consumer when we as a communications industry want to take brand building and promoting products into the post-digital world
It is the dominant human motivation and serves as driving survival strategy built into the DNA of human nature. Advertising- and marketing practitioners must now concentrate and build their business around how to make discoveries discoverable to the consumer. All organisation- and structuring fuzz is for the dumpster. All the arrogant management airs and graces are misaligned and a waste of time. What is needed is an expert nose for a good story to tell.
Find more about a little noticed circumstance that comes into play and to the aid of the entrepreneur entering the market, whenever needed and only then, here on Friday.
¹In 1934 Abraham Maslow wrote a paper called A Theory of Human Motivation. Maslow codified his research on the five essential human needs in his his now famous Hierarchy of Needs (much be-loved by Planners the world over) The basic most fundamental human need that lies at the foundation of all of us he argued is Physiological (breathing, sleep, food, sex etc), then Safety (personal, financial, health), next Social (friendship, intimacy, family), then Esteem (self-esteem, self-respect, belonging) and finally at the top of the hierarchy came Self-Actualization.
Find Maslov’s motivations pyramide here:
Nick Brien searching for a fellow exectutive officer to make McCann Germany shine in the New World
With the internet having become a splinternet and consumers and market fragmentation taking place at the rate of high speed fibre glas broadcasting, there simply is no ad agency in Europe that can handle the diversity of consumer demands and is technology whizzed in the post-digital age, both on a global scale.
All but one that is. Interpublic’s McCann Erickson with headquarters in Frankfurt, Germany. With 8 years as interactive creative lead, I know McCann inside out and I have come to know the market from a more objective viewpoint of one on the outside looking in. Frank Ladner, the chief technology officer has long achieved acceptance in Detroit and helped make Frankfurt’s technology whiz renown in Europe and the world. It was Sean Condon to keep a focus on technology, a serious competitive advantage owned by McCann Worldwide in Frankfurt.
Help our ad industry be transformative.
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I am Mark Sargent, I don't have ideas for advertising, I am advertising ideas. Much like Nicolas Roope,
I do things, not advertise things. Your support is welcome:
