NewAdvertising.org BETA

 

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.

 

A worldgroup for the new world

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.

 

I was wrong

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).

 

 

 

Easier done than said

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.

 

Qestions answered

1. What can we do to get our ad industry involved in their own issue resolving?
2. What is the big issue?
3. How SXSW visitors can help get our industry involved?
4. Can panelists and thought leaders go on with their conversation after that?
5. Will we get paid?

 

Level: Beginner

Category: Design/Development

Supporting materials:

 

 

 

 

 

 

 

 

 

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.

 

 

 

 

Kneedeep in mud can be sexy too

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‘

We now live in the age of ideas that do.

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.

What makes a brand sexy?

“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.

Ad Industry brief

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.

 

• When fear stifles inititative—Robert W. Goldfarb

 

 

 

 

Today we have reached an awesome understanding that Self actualisation, personal growth and fulfilment is the driving motivation and tops motivation pyramid introduced by Abraham Maslow in 1934 for good reason.

 
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:

• Technology changes people don’t—IPA social principle 8, life moves pretty fast, Amelia Torode
• Illustrations stongly inspired by Partick Moberg—Patrick Moberg
• other entries on topic—New Advertising

 

• Dynamics not planning—New Advertising 2011 [ part II ]

 

 

 

The one thing McCann needs from their new CEO is orientation and single mindedness across all platforms. McCann means business. That’s the single mindedness needed here. Much like Apple Inc. returned to their design roots to become the most loved brand out there, McCann must return to, trust, love and rediscover the merits of truth well told in the post digital age. McCann has got the power but lacks popularity. The later than is responsible for account losses to the benefit of McGarry Bowen most lately. Smaller, more intimate shops just seem to have a better hand in customer relationship management. The needed systematic measures to be applied don’t sound like a call for revolution but will have the intended effect in no time even though applied as long tail marketing measure. I can count them on one hand. McCann is the most successful branding facility out there and incredibly successful in numbers for their blue chip clientele. All eyes on Frankfurt. Frankfurt will strongly influence reasons to believe in McCann’s worldwide operations.

 

• Nick Brien, CEO, McCann Worldgroup—Noreen O’Leary, Adweek

 

 

This week Martin Sonneborn is visiting people in their homes, the team will take first pictures of your home for the new Google home view.

 

 

When we worry too much about protecting privacy, we risk losing the benefits of publicness that the internet brings us. Ill argue that we, the public, must protect whats public

 

With his becoming abstract Jeff Jarvis sums up what he seems to have hit his stride for, a stunning showmaster presentation at Berlin’s re:publica 2010—or so the German press and local blogs report. The place? Berlin Friedrichstadtpalast. The aim? Convince the German people to reach an educated decision regarding their attitude toward Google street view and things public.

The question we must ask ourselves can be answered quickly:
German residents please cast your vote here.

n

Which of these two ensure your safety?

• publicness
• privacy

View Results

HINT: Secrecy -OR- transparency?

 

Thank you much.

 

 

• Bühne frei für die Jeff—Jarvis-Show–Focus.de May 14, 2010
• The German privacy paradox—Facebook
• Jeff Jarvis: “The German Privacy Paradox” (re:publica10)—barbnerdy Apr 15, 2010
• The German privacy paradox, continued—Business Insider July 13, 2010
• “Jeff Jarvis: Das deutsche Privatsphäre-Paradox”—Spreeblick May 14, 2010
• Jeff Jarvis’ Penis und die Sache mit der Privatsphäre—Jan Tißler, t3n.de
• The German privacy paradox—BuzzMachine Jeff Jarvis Feb 11, 2010
• The German privacy paradox, continued—BuzzMachine Jeff Jarvis July 13, 2010