July 29, 2005
July 28, 2005
As fórmulas da Procter e da Lever
Estarão as fórmulas publicitárias da P&G e da Lever ultrapassadas?A interminável edição de "copy and paste" do offline, a abordagem milimétrica do "problema-demonstração" do benefício ... continuam ainda a fazer sentido?
Como já alguém disse: "o uso de argumentos racionais leva-nos a tecer conclusões; as emoções levam-nos a reagir, logo ... a decidir que rumo de acção tomar."
Mas cada caso depende per se do contexto. E o debate entre marketers, publicitários e neurologistas encontra-se longe de estar "fechado".
"Isn't it totally amazing, as the kids might say, that Procter & Gamble, the world's largest advertiser, isn't sure whether emotional appeals or product demonstrations work best at driving sales?
And doesn't it also defy belief that there's confusion at P&G about who exactly is supposed to approve ads? Agencies apparently didn?t even know about its 5-year-old 'single-point-accountability' policy of naming and sticking with one decision-maker for each ad."
[Fonte: Adage | Via: MC Planner]
July 27, 2005
July 24, 2005
"Pick Me"
"Pick Me" --- é o mais recente livro publicado sob a prestigiosa chancela da Adweek series. Escrito por Janet Kestin e Nancy Vonk (Chief Creative Officers da Ogilvy Toronto), conhecidas pela sua coluna "Ask Jancy" no site I Have an Idea.
"Pick me" inclui várias contribuições escritas por alguns dos maiores profissionais do mercado publicitário, tais como o Neil French, Bob Scarpelli, Mike Hughes, Chuck Porter, David Droga ... entre outros.
No entanto e acima de tudo, um dos grandes pontos fortes deste livro parece ser a diversidade de temas tratados: "What's a good ad anyway?"; "Portfolio preparation"; "Awards. Yes, they matter"; "Brainstorming techniques"; "Account executives: They're people, too" ...
(este último tema, parece-me deveras interessante e prometedor!!)
"Pick Me" estará à venda em Setembro.
July 20, 2005
"Food for thought"
"I have a lot of trouble with your remote controls.Too many arrows."
- Queen Elizabeth II to Sony CEO Howard Stringer, "on what could be improved on Sony products", ComputerWorld 6.24.05
July 19, 2005
July 18, 2005
"Guide to Blogging"
The rise of the corporate blogger "The advent of blogging is starting to make companies think about how they will be expected to engage their customers and employees in two-way conversations in real time - whether they like it or not.
A number of companies have already found out that they ignore the blogosphere at their peril. For example, Kryptonite, the US lock manufacturer, saw sales tumble last year when a blogger posted a video showing how to pick one of the company's bike locks.
No one is sure how blogging will change the corporate communications business, but there is a view that companies should get involved - and now."
[Fonte: Financial Times]
July 17, 2005
July 14, 2005
Também fazem chamadas ...
Os novos telemóveis também fazem chamadas"Cell phones have long wanted to emulate that other utilitarian godsend, the Swiss army knife, but there have been compromises aplenty along the way.
The cell phone may work fine, but the camera is puny. The organizer is smooth, but the music player, if there is one, has minimal capacity or sound quality. And when you get it all together, the size of the phone can border on the gigantic.
But there are signs that the true "Swiss army phone" is finally ready to emerge."
[Via: San Francisco Chronicle]
July 13, 2005
July 12, 2005
July 10, 2005
The Kills
Os The Kills tocam este ano no TMN Sudoeste.
Eu gostava de não perdê-los, infelizmente durante esse fim-de-semana estarei em Old Albion de férias.
IKEA: Comida a la carte
Depois da mobilia ... chegou a vez da comida take-away Sueca.
"IKEA mostly sells homewares, which is often the first area of spending people cut back on, so diversification into a niche product that no-one else offers makes sense."
[Fonte: Scotsman]
Penguin Books
London agency Us
"Dress & Shoes: Jasper Conran;
Necklace: Vivienne Westwood;
Mind: Model's own."
Um copy simples ... mas extremamente inteligente!
July 06, 2005
"Là créme"
"Cannes es la crème de la créme y este año no fue la excepción."
- João Espírito Santo (JWT)
Mini-entrevista em espanholês ao Ad Latina
- João Espírito Santo (JWT)
Mini-entrevista em espanholês ao Ad Latina
July 05, 2005
July 03, 2005
"Spell with flickr"
O que eu me diverti a construir várias palavras com algumas destas imagens. Experimente aqui.
[Via: Ad Pulp | Cool Hunting]
Fred e Farid
"You have to do work that will travel today; you have to build global and universal ideas. There is less and less need, particularly in Europe where we are all alike culturally and mentally, for domestic ads. International campaings don't have to lead to lowest common denominator work, but to a better understanding of ourselves as human beings."
Fred e Farid - A coqueluche internacional que já passou pela CLM BBDO, TBWA Paris, BBH London, Goodby Silverstein S. Francisco ... e que agora encontra-se à frente da Marcel Paris, a sua nova agência financiada pelos "bolsos largos" do grupo Publicis.
[Fonte: Shots Magazine]
Subscribe to:
Comments (Atom)