NewAdvertising.org BETA

It was once understood yet never mandatory for marketers to also understand their marketing as an act of education. Why should it be any different now that even successful start ups and new technologies won’t create as many workplaces as we would wish for to cure our worst ill, that of unemployment?

By default it should be understood if not mandatory for economy leaders and politicians to signal: “Blend compassion to services”, “No campaigning if not for social good”, “Campaign around ideas that do for the better”

You get the idea.

Influential agencies to collaborate on putting out a petition for agency leaders and powerful clients to sign, addressed at AAAA and other great US advertising associations and trade papers will get the ball rolling.

Go here for the article reminding us of what to wrap our heads around with:

 

Can mandatory social media service save America?

An industry aggregator recommending those companies who already are doing good for the better. A showcase of great ideas and leading by example as does Chris Salgardo with Kiehls.

 

 

 

This is about making a hard working brand work even harder. American Apparel summer sale is on with up to 70% reduced clothing articles. Go shop your heart out. I am a 55 year old advertising man in business since age 17 and I am a wanna be digital marketer since 1986, with early beginnings in New York City, when the web was but a grab bag of hypertext with green and blue reference links. AA ranks highest in the inner listing of most adored companies in the mind of the adman I am. It’s perhaps the hardest working brand out there in favor of the new world, working its industrial strenght branding moore and better than others. American Apparel is old school and you may wonder how come, with a reputation for provocative, outrageous ads?

Dov’s old school which is why the company is old shool. The man is a hands-on, self-made, grass-roots underwear manufacturer, seriously into manufacturing, with what you may call a true heritage and upbringing. If you want to get things done, you must do them yourself, may be his motivational driver. I was hooked to AA instantly when they went to market nearly a decade ago, having been raised on wearing sweatshirts and sneakers like any American, even though I was born and grew up in Munich Bavaria, since Dov had the idea of creating fashion based on good old sweat fabric.
 

 

True it is essential to make it transparent for people just how American Apparel works and how AA’s engaged in making clothing manufacturing, contribute to a better world, no high hopes though that this will result in improved sales anytime soon. Expanding the hipster identity to involve mainstream America will result in improved sales. All American Apparel

Consider intensifying your social efforts by rolling out an All American Apparel social campaign much like British Burberry did to refocus its brand around its bestselling trenchcoat with The Art of the Trench, in which every US state gets to show off exactly how each of the states makes use of American Apparel clothing according to its very own customs. Intensify the American Apparel experience by crowdsourcing each state’s local customs, leveraging the hipster identity for all Americans. Outfit local state photographer heroes and heroines to get things started, the likes of Laura Taylor for her homestate. The role of AA and its creative department is being an enabler and curator of all american content aggregated with this campaign. – Remember the no logo roll out of the Saturn car some 20 years ago? All of a sudden a Saturn car would be seen at every street corner thoughout the US. Why? People had the impression it was a new car built by people for people and had no idea it was but a GM campaign. With All American Apparel, American Apparel will show American made clothing worn by all Americans not just LA downtown hipsters. Each state will own its very own AA identity and will no longer be domintated by Los Angeles (or New York for that matter).
 

 

 

Cindy Gallop is a TEDx speaker, but is most known for her advertising career at Bartle Bogle Hegarty (BBH). She moved to New York alone and began building the BBH branch there and four years after the move, BBH US was named Adweek’s Eastern Agency of the Year. She resigned in 2005 from BBH US and presently, continues to work in advertising as a consultant as well work on her projects such as Make Love not Porn and If We Ran The World.

 

• via Cindy Gallop’s 3 min manifesto—adverything.ca
• Texts from last night—Cindy Gallop reccommendet reading
• Cindy Gallop—credentials

 

One Life—an earlier post on accepting that we have but one life (forget your business me and bring your real me), new advertising

 

 

 

 

 

• View resume
• View bragsheet
• Download business card (vcf)
• Credentials

 
Find my good story here:

• A good story—Bedroom classics Petra Hammerstein & Mark Sargent

 
Support your ad industry (get in touch):

• Call for transformation—New Advertising
• IPA Social—10 principles

 

• Harald Hufgard, photographer—credentials

 

 

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What are the general business drivers and levers? Have aggregators build to collect and reward feasible ideas that drive business and showcase use cases incl. the numbers and proof of concept. Set up a curriculum to ensure the briefing is understood. Crowdsource practical solutions. Do anything in your might to empower Americans to grow businesses.

 

Did not all successful new business models come from the US? Hasn’t the western world adapted much of the American way of life? Isn’t everyone wearing jeans and running their businesses on American built operating systems?

 

Yes they are.

 

Can mandatory social media service save America?—Edward Boches, creativity_unbound
• Why Obama Needs Social Media to Win in 2012—Jesse Comart, mashable
• Policies kill politics: Education of a President—Peter Baker, NYT Oct 12, 2010
• Image source: Sun Sentinel—by Rafael Omeda

 

 

Walk through London’s Marylebone and you may notice a new Italian eatery that is opening with little publicity. Cocorino will sell ice creams and snacks. The focacceria has soup, stuffed focaccia, ciabatta, sourdough, thin Italian wraps (piadina) and hot panini. The gelateria is still testing the more than 20 ice creams and sorbets to be made on the premises. The people behind Cocorino are Linda Yau (sister of Hakkasan founder Alan Yau) and the chef Francesco Mazzei. The address is 18, Thayer Street, W1U 3JY and the phone number will be +44-20- 7935-0810 or you might try http://www.cocorino.co.uk/html/cocorino.html which should be back up in a few.—excerpt from Bloomberg, find the article here.

 

 

Briefing: Create a socially enabled brand building website including e- commerce for both Cocorino businesses on a local budget within 4 weeks or less.

 

Technical specifications: We are looking at a custom brand site using the exisiting URL to run on a WordPress installation at a WordPress enabled internet provider preferably out of London. A custom child theme based on the Hemmingway theme must be developed on budget. The local budget allows for a custom shop page in conjunction with a WordPress E-Commerce plugin with options to order through Paypal or direct debit. A solution allowing the use of Mastercard or Visa is currently not available within the fiscal limitations. It could however become available at no costs in the near future.

 

 

 

Ads: Place an ad in the broshure of nearby London Zoo. Promote your daily menu: Have school kids distribute lunch menus at Regent Park Zoo. Have your artist friend illustrate the menus with animals parading from Regent Park to Cocorino. Have animal footprints spray painted in vivid colors illegally on the pavement from the Regent Park exit to Cocorino’s doorsteps. Document all on video and take photos as you will be needind plenty of content for your WordPress blog. Enter Twitter and have an employee tweet your daily delicatessen specials. Reward Twitter followers with free gelati and sorbees (see Dean and Deluca tweet below. Reward the people of Marylebone to refuel on their way home after some hard shopping in Selfridges with incentives.

 

TV documentary: Allow me to try convince a friend of mine to come visit your store and do a documentary of your two businesses as part of his ongoing documentaries of contemporary craftsmanship currently airing on Bavarian television, which I feel has become a close match to the much adored BBC documentaries. You can then most likely make use trailer versions on YouTube and include them with your blog entries. Have a look here at the blog my girlfriend and I initially set up from one day to the other. I will see to it that your logo typeface is to be used as system font readable by search engines. Do let me know what you think. We have great opportunities for school kids to make a run for Cocorino Gelati and get to know Adam Ant who happens to live in the neighborhood. I am also thinking of asking you to get involved with a facebook account so you can post daily delicatessen served fresh via facebook, which will make it easy on you to assign an employee with the task of posting an entry each day. And your facebook friends can now purchase the delicatessen product right on facebook.

 

 

An aggregator to consolidate ideas that do, helps with offering orientation for our ad industry and their clientele. This will speed up the much needed transformaton and allows for a profitable passage way for participating agencies. I am looking to find sponsors to help with creating a powerful enough platform.

 

 

In response to Gareth Kay’s call for transformation at AAAA’s annual conference, I caught as a video posted March 19, 2010 on Viddler or rather on Faris Yakob’s blog which I visit frequently, I am set on launching an aggregator with help from the ad industry, and for the ad industry as a whole, so we can focus on Gareth’s suggestion, which I trust to offer a universal solution and a pragmatic call to action, that we as an industry need produce ideas that do. The aggregator then, comes in handy and provides orientation for the better of us all. As Gareth puts it: “It’s not what we do, it’s what people do with what we do.”     If we as an industry have to produce ideas that do then we have to undergo some dramatic change. Change not simply in what we produce but change in our philosophy, processes and behavior, change in the way we think how communications work, change in the way we work day by day, change in the way we get paid, and change in what we believe constitutes a great idea.¹   Excerpt 4 from 10 top prediction für 2013 by Freddie Laker and Markus Spiller [© 2010 Sapient Nitro. All rights reserved.]   4. Rise of content-aggregators The volume of online content is exponentially increasing. The majority of users own at least three profiles at social networks. How to best manage the volume of dynamic content? Content aggreagator come to the aid by offering special interest content to vertical markets. There is an enormous need for filtering and administering content. Solid business awaits those hosting relevant, easy to obtain content services.²

Despite the high cost of time, energy and skill in making ideas that do, it is imperative that we begin to change starting right now, because if we don’t I genuinely fear we risk becoming irrelevant to our clients and more importantly become even more unwelcome in peoples lives.¹   ideasthatdo.com early look & feel rough   Call for transformation Let us as an industry be more like bower birds. Let’s build brands fit to live, thrive and create value in a post digital world Let’s get into the business of making communication products and get out of the business of simply communicating products.¹   Classic creatives Classic creatives are good at turning around great work as long as they get to see an idea of what it may look like and can get their hands around it. The aggregator aims at doing just that.   Aggregator to drive creative for our industry let’s you showcase your agency’s ideas that do provides proof of concept in numbers stimulate your agency and your clientele to do ideas that do   Contact I’d be relieved and excited to hear that you and your agency has arrived with me at the conviction that ideas that do will indeed return trust in our ad industry and that you wish to support the idea with help building a powerful enough platform. Drop me a note or comment below.   ¹Excerpt from Gareth Kay AAAA presentaton ²Translation from SapientNitro, Germany © 2010. All rights reserved.

 

 

• What we can learn from the mating habits of birds—brand new
• [2010 4A's Transformers Program], Gareth Kay, Director of Digital Strategy, Goodby, Silverstein and Partners—AAAA
• BBH Names Innovation Chief—Eleftheria Parpis, Adweek

 

 

 

 

You can’t hurry love or can you?

I don’t have an answer, what I do have is a proposition for Kevin Roberts and his lovemarks company on how to win over Proctor & Gamble and turn their products into lovemarks. How? By proving the lovemarks theory with one Proctor & Gamble product, measured results and promoting the case study as tipping point for other P&G products to follow suit.

Context awaiting content

Germany has serious problems with differenciating what causes greater safety issues, publicness or privacy. Should a law be passed to restrict Google street view. What about Facebook? Things will heat up with the next German census taking place on May 9, 2011. I can’t thing of a greater opportunity to play with fun content in a more serious context. The German census will show how much love the German people have for their ‚Volkszahnbürste‛, the P&G Oral B powertoothbrush [see support illustrations above].

• Cast your vote for your power toothbrush to become a lovemarks candidate
                   
• Lovemarks—Facebook
• KR Connect—Kevin Robert blog
• Images source—Old Bug
• Procter & Gamble—Germany

A P&G product has captured the German market with great potential of being a lovemark™ long after the Volkwagen beetle made way for things to become embraced by an entire nation as a godsent. It’s Oral B, the German people’s powertoothbrush. Locals refer to it as:

 

‚Volkszahnbürste‛

 

Case closed. Nothing to add. It’ that simple. It is now on Kevin Roberts to catch the idea, pick up on it and do what needs be done to bring new relevance to the lovemark™ brand. I am in touch with Angelique Moren for this connection to take place and throw you lucky people a kiss.