by Calle Astrand
August 24, 2004
Multiculturalismo, Etnia e Publicidade
Depois do "pink pound" (comunidade gay) e do "grey pound" (consumidores séniores) os anunciantes viram-se para o poder de compra das "maiorias étnicas".
"Black and Asian people used to be caricatured in TV adverts - if they were there at all. Now, with the help of Thierry Henry and a Halifax bank manager, they've arrived in the cultural mainstream. That's because everyone, from advertisers to fashion designers, is realising that the brown pound is worth billions..."
[Link: "The new black"]
Depois do "pink pound" (comunidade gay) e do "grey pound" (consumidores séniores) os anunciantes viram-se para o poder de compra das "maiorias étnicas".
"Black and Asian people used to be caricatured in TV adverts - if they were there at all. Now, with the help of Thierry Henry and a Halifax bank manager, they've arrived in the cultural mainstream. That's because everyone, from advertisers to fashion designers, is realising that the brown pound is worth billions..."
[Link: "The new black"]
August 23, 2004
A conhecida revista Archive convida estudantes a apresentarem trabalho
"Lürzer's ARCHIVE is introducing a new section designed to showcase the work of outstanding students in an effort to help launch their careers.
A selection of all campaigns entered will be chosen to appear in each bi-monthly issue of Lürzer's ARCHIVE by a jury under the direction of editor-in-chief Michael Weinzettl."
[via Ad-Rag]
August 20, 2004
August 19, 2004
August 18, 2004
PORQUE É UM MOTIVO DE ORGULHO ...
"The Hidden Persuader is a tremendous blog from Portugal. Advertising/marketing/design news, views and thinking. And a tremendous collection of interesting links."
in APG UK ]
"The Hidden Persuader is a tremendous blog from Portugal. Advertising/marketing/design news, views and thinking. And a tremendous collection of interesting links."
in APG UK ]
"WHY ARE YOU CREATIVE?"
A esta pergunta respondem Wim Wenders, Dennis Hopper, David Lynch, Bowie entre outros.
Vale a pena espreitar e já agora responder online à mesma pergunta.
[Fonte: Blogfonk]
A esta pergunta respondem Wim Wenders, Dennis Hopper, David Lynch, Bowie entre outros.
Vale a pena espreitar e já agora responder online à mesma pergunta.
[Fonte: Blogfonk]
NO LOGO FCUK NO LOGO
"Clothing chain French Connection is dropping its infamous FCUK logo from its advertising after years of complaints and censures from advertising watchdogs.
French Connection and its advertising agency, TBWA London, are attempting to inject new life into the brand amid complaints that its advertising has become old and tired.
A £3m advertising campaign will dump the logo in favour of no logo at all, although the FCUK branding will still appear on clothes, according to a report in the Independent.
Instead, the company will screen a 60-second commercial it claims is a satire on advertising."
[Fonte: Media Guardian]
"Clothing chain French Connection is dropping its infamous FCUK logo from its advertising after years of complaints and censures from advertising watchdogs.
French Connection and its advertising agency, TBWA London, are attempting to inject new life into the brand amid complaints that its advertising has become old and tired.
A £3m advertising campaign will dump the logo in favour of no logo at all, although the FCUK branding will still appear on clothes, according to a report in the Independent.
Instead, the company will screen a 60-second commercial it claims is a satire on advertising."
[Fonte: Media Guardian]
August 12, 2004
UM CAFÉ QUE DESPERTA: "Il Vizio. Extra Strong Coffee" | MC Saatchi
Uma marca de café com um posicionamento deveras interessante e que vai ao encontro da uma tendência acentuada de que as algumas marcas têm em criarem um território baseado numa forte consciência politico-social, ou algo de maior no qual haja uma vontade de participar e pertencer.
"Political activism is being used as the latest way to market products to young consumers ..."
in The Guardian
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Uma marca de café com um posicionamento deveras interessante e que vai ao encontro da uma tendência acentuada de que as algumas marcas têm em criarem um território baseado numa forte consciência politico-social, ou algo de maior no qual haja uma vontade de participar e pertencer.
"Political activism is being used as the latest way to market products to young consumers ..."
in The Guardian
"Uma promoção e uma casa de banho"
Uma maneira interessante de gerar buzz e trazer "curiosos" novos clientes:
"A pub in Argentine is offering free drinks to customers - until the first person goes to use the toilet. The El Bosque pub in Quilmes offers free drinks to everyone over 18, reports the Las Ultimas Noticias.
Customers entering the pub is given an empty glass that can be refilled as many times as the person wants. But the promotion ends when the first person in the pub uses the toilet. When that happens, a set of red lights goes on, and then every one has to start paying for their drinks.
A pub manager said: "It is funny because the first person to use the toilet is always spotted and ends up being booed and cursed at."
Fonte: Ananova
August 11, 2004
August 05, 2004
ETIQUETA GERADORA DE BUZZ
 | Tom Bihn uma marca norte-americana de mochilas e laptop cases tem gerado algum burburinho graças às suas etiquetas de lavagem pouco convencionais, onde se pode ler em francês:
"Nous sommes desoles que notre President soit un idiot. Nous n'avons pas vote pour lui." "We're sorry our president is an idiot. We didn't vote for him." |
"POSITIONING" ... REVISITADO
 | Se tiverem oportunidade não deixem de espreitar o novíssimo blogue da Laura Ries, filha do sobejamente conhecido Al Ries e co-autora do '22 Immutable Laws of Branding'.
'The Origin of Brands' é o nome deste blogue cujos textos giram à volta do tema do 'Posicionamento'. |
ANÚNCIOS DA FUSE DÃO QUE FALAR
Sobre a paródia dos anúncios da Fuse, Rob Schwartz da TBWA\Chiat\Day (responsável pela comunicação do iPod) responde:
Q. What do you think of Fuse's parody of the iPod work in its latest advertising?
A. In some ways it is a badge of success. The work is so famous and part of the culture that people want to participate, sometimes for evil and sometimes for good. We're trying to make all our brands famous, so if people are pimping the work, we're at least out there doing our job. As to the legal aspects, I'm sure our business-affairs people are looking into it."
in Adweek
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Sobre a paródia dos anúncios da Fuse, Rob Schwartz da TBWA\Chiat\Day (responsável pela comunicação do iPod) responde:
Q. What do you think of Fuse's parody of the iPod work in its latest advertising?
A. In some ways it is a badge of success. The work is so famous and part of the culture that people want to participate, sometimes for evil and sometimes for good. We're trying to make all our brands famous, so if people are pimping the work, we're at least out there doing our job. As to the legal aspects, I'm sure our business-affairs people are looking into it."
in Adweek
July 30, 2004
EXECUTIVO DA SAATCHI PROCURA NAMORADA
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"CHICAGO?Recently divorced Saatchi & Saatchi branding executive Brad Stritch, 38, has already generated considerable buzz in the Chicago singles community about his return to the highly competitive world of dating, friends and coworkers told the press Monday." "Brad believes placing stickers with the phrase 'Who is Brad?' in unusual locations throughout the city will be just the thing to keep people talking," Ennis said. "Also, he's planning a 'Who Says All The Good Men Are Taken?' theme party. He's trying to get it sponsored by Bacardi Silver, but they want him to hand out their T-shirts. He'd prefer the focus to be on him and his availability to attractive women, not a premium malt beverage." [Fonte: The Onion \ via Cup of Java] |
July 24, 2004
BBH, London: "Axe Lynx"
"Getting dressed" - Nunca é demais rever este fantástico anúncio criado pela Bartle, Bogle and Hegarty de Londres. A campanha foi premiada com Leão de Ouro no Festival de Cannes 2004.
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"Getting dressed" - Nunca é demais rever este fantástico anúncio criado pela Bartle, Bogle and Hegarty de Londres. A campanha foi premiada com Leão de Ouro no Festival de Cannes 2004.
 | "MARKETING ALCOHOLIC DRINKS" The 9th Annual Admap Conference » Data: terça, 28 Setembro 2004 » Tema: "How to introduce greater creativity to the marketing process to pre-empt aggressive legislation and develop new, sustainable markets" » Key speakers: Rita Clifton, Interbrand | Stephen Thomas, Luminar PLC | Maggie Collier, Flamingo International | Jamie Lister, Drink Works | Richard Storey, M&C Saatchi | Rooney Anand, Greene King Brewery | Chris Searle, Bacardi-Martini » Info: warc |
July 23, 2004
A Grande Combinação: Quartos minimalistas + Preços baixos + Design
No fim de cada percurso há sempre uma cama à espera de quem viaja.
Depois de permitir uma massificação dos meios de viagem ao grande público por terra e ar (easyJet e easyCar), Stelios Ioannou (fundador do easyGroup) encontrou uma nova oferta de serviço que em tudo complementa o seu "travelling business": A oferta de descanso em locais que combinam preços baixos com comodidade e design.
Por apenas $9/noite os "Holiday Inn" e "youth hostels" bem podem começar a temer a concorrência dos novos easyHotel.
Fonte: NY Times
No fim de cada percurso há sempre uma cama à espera de quem viaja.
Depois de permitir uma massificação dos meios de viagem ao grande público por terra e ar (easyJet e easyCar), Stelios Ioannou (fundador do easyGroup) encontrou uma nova oferta de serviço que em tudo complementa o seu "travelling business": A oferta de descanso em locais que combinam preços baixos com comodidade e design.
Por apenas $9/noite os "Holiday Inn" e "youth hostels" bem podem começar a temer a concorrência dos novos easyHotel.
Fonte: NY Times
July 21, 2004
DR. SEUSS ... O PUBLICITÁRIO
Muito antes de ter escrito estórias para crianças como "How the Grinch Stole Christmas" e "The Cat in the Hat", Theodore Seuss Geisel (aka Dr. Seuss) trabalhou como ilustrador de publicidade.
Muito antes de ter escrito estórias para crianças como "How the Grinch Stole Christmas" e "The Cat in the Hat", Theodore Seuss Geisel (aka Dr. Seuss) trabalhou como ilustrador de publicidade.
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"Holistic Marketing" e Crise de Indentidade Publicitária "As the advertising industry struggles through an identity crisis (...) Holistic marketing is supposed to be the answer. It means finding alternatives to throwing a lot of money at 30-second television spots in an effort to reach consumers when they will actually pay attention - at sponsored sporting events, for instance, or when they open their mail, or when they go to the bathroom at a bar. It might mean providing information on the Internet, rather than simply delivering a hard sell." Fonte: International Herald Tribune |
IKEA: "affordable solutions for better living"
Tudo o que sempre quis saber sobre a marca, história e posicionamento IKEA:
[Blogfonk] [Guardian UK] [Hundred Monkeys]
Tudo o que sempre quis saber sobre a marca, história e posicionamento IKEA:
[Blogfonk] [Guardian UK] [Hundred Monkeys]
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FooD for Thought |
Sobre os blogues:
"The problem is that this medium is amateur at its best. Amateur which means that bloggers aren't bored, bloggers aren't lazy and bloggers aren't just trying to fill space." - Seth Godin
Sobre os consumidores:
"Your customers are really other peoples customers who occasionally buy from you."
- Prof. Andrew Ehrenberg
July 16, 2004
AONDE PÁRA A MASSIFICAÇÃO DO MERCADO?
"New technology. Product proliferation. Fragmented media. Get ready: It's a whole new world"
[Artigo: Business Week]
"New technology. Product proliferation. Fragmented media. Get ready: It's a whole new world"
[Artigo: Business Week]
July 14, 2004
Planners prá rua!
A Lowe London lançou com um programa chamado "lowe Groundwork", onde 24 planners serão enviados para "a rua" para viver no habitat natural dos consumidores.
"Real consumer understanding is vital to commercial success, but modern research is no longer generating the required level of insight. Focus group research has created a composite No-Man who resembles no-one anyone has ever met. We do need to know consumers' buying cycles and product usage but we need more than that - we need a view of the whole person if we are to truly understand and influence them."
- Cathy Lewis, Lowe Planner
Fonte: Ad-Rag Media Guardian
After "Eating the Big Fish"
Adam Morgan, sobejamente conhecido como o autor de "Eating the Big Fish" e estratega de marcas 'challenger' está de volta com o lançamento de um novo livro entitulado:
"The Pirate Inside: How to build a Challenger Brand Culture within yourself and your organisation".
Para celebrar a ocasião, o APG (Account Planning Group, UK) resolveu convidar todos os interessados para um 'rendez-vous' onde o próprio Adam Morgan irá falar do seu novo título.
[Segue a informação]
Venue: King and Queen pub (in the upstairs function room)
Where's that? On the corner of Foley Street and Cleveland Street, London W1, nearest tube Warren Street or Goodge Street.
Time: doors open 6.30pm; talk starts 7pm. The bar will, of course, be open. Expected to finish about 8.30pm.
Drinks: Get your drinks at the bar downstairs (on your way in).
Booking: Free of charge. Space is restricted & this meeting will be popular, so we can accept only the first 50 bookings. Please email to reserve a place pirate@apg.org.uk
Energias de Portugal com novo logo
 | Com a liberalização do mercado energético a EDP apresentou a sua nova imagem institucional. A nova imagem reflecte uma postura mais actual e dinâmica, em detrimento da marca antiga que «estava adaptada àquilo que a empresa era», explicou João Talone, presidente executivo da empresa, que a partir de agora passa a denominar-se EDP - Energias de Portugal, por já incluir o gás no seu portfólio. Este projecto de branding corporativo este a cargo da My Brand, empresa de Braz Frade (Administrador da Wolff Olins Portugal).
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