transformative

The gentleman’s wager

July 31st, 2014 No comments

 

 

Summer breeze

Jude Law und Giancarlo Giannini
Director: Jake Scott
Agency: Anomaly New York

 

 

Rising German politician starts with why

July 30th, 2014 No comments

 

 

Utz Claassen with tv host Walter Janson

Utz Claassen bei Walter Janson

 

 

Germany’s success strategy is to be middle of the road in general and in particular. Burned twice in both world wars, German’s are quadruple shy to lean out the window, they are both, radical- and risk avert. No wonder then, Germany is falling behind in digital.

With Utz Claasen entering the political stage, a rising star is born. He speaks a language understood by digiratis and business people alike. How many politicians do you know, that introduce themselves with a mood board?

 

 

Claassen stellt Moodboard vor

Claassen introduces himself with a moodboard

 

 

 

 

Claasen explains why being of discomfort, consistently is more successful. He tears up papers with words like fear. Words and pictures that consume him, he pins on a pin wall: “Being of discomfort”, “respect”, “Julius Cesar”, “Margaret Thatcher”, “Ferdinand Piëch”, “flaming Fukushima core melt-down”, “Europe” and “Germany.” Each with a catchy explanation why.

In command of the German language watch the video.

 

 

7 things you need to stop doing to be more productive, backed by science

July 29th, 2014 No comments

 

 

7 Things You Need To Stop Doing To Be More Productive, Backed By Science

 

 

  1. Stop working overtime and increase your productivity
  2. Don’t say “yes” too often
  3. Stop doing everything yourself and start letting people help you
  4. Stop being a perfectionist
  5. Stop doing repetitive tasks and start automating it
  6. Stop guessing and start backing up your decisions with data
  7. Stop working, and have do-nothing time

Read in full.
Visit the blog.

 

 

Philip Missler

July 28th, 2014 No comments

 

 

Geht von Bord: IM-Boss Philip Missler (c) Interactive Media

Leaving the company: IM-boss Philip Missler © Interactive Media

 

 

Jürgen Scharrer, editor-in-chief of the German influential advertising trade magazine, published a most favorable article, sparked by the decision to quit his executive position at Interactive Media. A sentence by author Thomas Palzer comes to mind “There is nothing that wouldn’t prove worthwhile leaving”.

 

 

The German market has looked the other way before facing reality for too long, giving in to the illusion to own the premium display section. They took for granted: The world’s Googles are concentrating on performance, and we are not overly interested in small change. Years ago I have pointed out, that that’s not all. Alas, it’s what happened during the past two years. Google wants to get their hands around branding budgets, consequently they are recruiting the right people.

Today the growth of online markets is driven by global players more strongly than by local marketers.

 

 

In particular with data, Germany has to pull itself together and form larger alliances to be ready to oppose global players. We need a data platform of our own carried out by a larger alliance. Globaly we can’t compete with Google, that is for sure. I am however convinced that there is room for powerful local players in the German market.

 

 

  1. Anything that can be standardised, is being driven by technology, data and good inventory. The big question is: How can we achieve brilliant data quality in a fragmented multi device world?
  2. We are exiting a phase, in which the media agencies had the say. At the center of attention where media optimisation and media efficiency. This can’t be all and many big media people have started to pay attention. What is now consuming us, is to tell relevant brand stories, it’s about story telling. I am convinced, the German market will be driven by marketing orientation not media orientation. This shift in strategy is overdue.

 

 

A new New Yorker.com

July 22nd, 2014 No comments

 

 

The New Yorker.com

 

 

Launch of redesigned New Yorker magazine

 

 

A new New Yorker.com

The New Yorker launches revamped website.
A cleaner more organised look and feel, easier to read and navigate and the reader can work with it too.
You can collect section with your cursor. And you can now run your cursor through the characteristic New Yorker typeface as well.

John O’Nolan, founder of ghost has coined WordPress to be the operating system of the web. The New Yorker makes good use of it with a customised, responsive theme. Readers profit from a more agile, more responsive organisation serving up more immediate, frequent updates.

 

 

mobile first illustration by Barry Blitt.

 

 

With its popularity and broad readership, the New Yorker is now the flagship for journalism heralding a global web standard in the early 21. century.

Way to go for a branch seeking orientation.

I like to hold on to the illusion that a poke of mine contributed to the introduction of the characteristic New Yorker font as web font.

Here now, greater orientation and a much improved reading experience across all devices. Excellent use and proof of what can be accomplished with graphic design in acceptance of proven and tried technology.

Read the editors announcement in full.

 

 

The future of marketing, as seen at Cannes Lions

July 18th, 2014 No comments

 

 

Mashup by way of a photograph by Büşra ŞavlÄ.

 

 

Last year John Winsor, founder and CEO of Victors & Spoils wrote a post titled The Dinosaurs of Cannes about the scene at the Cannes Lions Festival, the ad industry’s star-studded annual awards show. Winsor said, “As you walked down La Croisette the rest of the week, you could see lots of dinosaurs basking in their glory while asking what all the furry and feathered things running around at their feet and flying around above them were.” This year the new mammals and birds of the industry have begun to strut their stuff.

What these new species have in common is that they’re based on open systems. These systems are digital at their core, and leverage network effects and the ability of the “digital democracy” to find the best talent and ideas wherever they exist. Unlike closed marketing systems, characterized by agencies that wall off their in-house talent (creating a scarce and expensive resource), open marketing systems seek talent from anywhere in the world to solve problems, and then curate the best answers.

Such systems are taking on incumbents in every industry. Airbnb is not only challenging the biggest hotel chains but also challenging the bureaucracy, going after the New York City housing and tax laws that stand it its way. Now, with a valuation of $10 billion, Airbnb has the capital to take on the hotel industry and its supporters globally. The app-enabled car-sharing service Uber has also become a global phenomenon with a valuation of over $18 billion. In an ironic turn, cab drivers in London, Paris, Berlin, and Madrid decided to strike in June, 2014 to protest Uber. The result: Uber gained several hundred thousand new members. Quirky is disrupting incumbents in consumer product design and innovation, Local Motors in the automobile business, Relay Rides in car rentals and Kickstarter and AngelList in the financial sector. Name an industry and there is a new open-system player leveraging the power of the networked world to build a paradigm-shifting competitor. […]

This year at Cannes it felt like the light finally went on. […] These open-system mammals and birds have evolved to a point where they are beginning to articulate and deliver on the new paradigm while the dinosaur guardians of the old, closed marketing world are starting to acknowledge the shift.

Read in full and learn from John Winsor what brands can do.

 

 

Attack on suits

July 16th, 2014 No comments

 

 

Apple (R)  | Bloomberg (R) | Getty Images

Apple (R) | Bloomberg (R) | Getty Images

 

 

Tech behemoths Apple and IBM announced a partnership Tuesday that could make Apple—traditionally a consumer brand—a major player in the business market.

IBM said it would create a class of more than 100 business applications exclusively for iPhones and iPads to run on Apple’s iOS platform. In return, IBM will sell Apple’s products with 100 industry-specific apps to its clients worldwide.

 

 

Every brand manager can pay lip service to mobile first these days

The partnership is about “transforming enterprise,” Apple CEO Tim Cook told CNBC in an exclusive interview. The partnership aims to “deliver on the promise of mobile in a big way,” he said.

Insanely great when every suit can soon do what mommy bloggers have been doing for more than a decade.

Read in full by Matt Hunter.

 

 

Sell an unemployed

July 14th, 2014 No comments

 

 

Verklopft die Arbeitslosen

Sell an unemployed

 

 

Killing two birds with one stone. That’s what this new platform – “Sell an unemployed” – does (in Dutch). It is an initiative by the ACC, the Belgium Association of Communication Companies, to persuade text writers to become a copywriter in advertising – there always seems to be a shortage. That’s the first bird. Since the text writers need to help Belgians find a job through an eloquently written application letter, the platform can also be seen as a charity – the second bird. And if the application letter does well – both effectively and according to a jury – the ambitious text writer can win a master class copywriting. The winner of the master class wins a job at Happiness Brussels – also responsible for the concept. So, maybe even 3 birds with one stone.

See original entry

Wrong. Empathy with the unemployed may help with generating traffic for the campaign, it won’t help the unemployed though. How does the jury measure effectiveness if not by the count of those under contract by the end of the campaign? Should I not have misinterpreted the copy on the site, one person will win a job at the agency in charge of the campaign.

 

Claim and proof thereof in real time next to each other

 

Why would you get your hopes up on anything that didn’t bother demonstrate what its claim was alongside proof thereof?

 

 

The great social media swindle
comes in many colors

 

 

Today, nearly any claim can be demonstrated along with its proof in real time.

Narrow minded folks may only want to trust such promises that appear to be worth their trust as long as they are supported by real-time figures verifying the promise.

The other option is to adopt a generous attitude at the cost of precision.

 

 

Fußballfest

July 14th, 2014 No comments

 

 

Peanuts® Get in the Game Poster

We are all good. Peanuts® mash-up.

 

 

The best team of the tournament is bringing home its 4th Worldcup title and star. An accomplishment that was only achieved by the end of the extended game, however it was definitely a much deserved success. This team was the best Worldcup team and has developed continuously throughout the past years. (…). Not only in its economic prowess, but also in playing soccer, Germany has become a super power. The country has succeeded in setting up a fault free system – with fanatically sound clubs and appropriate formation.

Wolfclub Chronicle

July 12th, 2014 No comments

 

 

Foto: Henrik Purienne

Foto: Henrik Purienne

 

 

Germany’s ad trade magazines are demonising native advertising as masked advertising. Wrong. Advertorials offer a less in your face, more relaxing advertising tactic. Done well, native advertising is capable of augmenting content.

Enter Wolfclub chronicle. It took me a little time to discern it. Is it a campaign I am looking at for a brand I haven’t heard of? When in fact it is a project documentary, the making of and an extension of the portfolio of Brydie Mack. A creative director from Sydney, Australia.

Or is it?

A paid for advertorial. Trickery and as the German trade mags say it is, deceptive, masked advertising?

Zulu + Zephyr Spring ’15

A popular swim suit brand, having its brand preferably built by third party contributions, predominately blogs.

View in full.