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July 5, 2007No Comments

ON: The Evolution Will Not Be Televised

Picture_3

For those of you who follow my posts you know that I attended OMMA Video last week. After meeting the wise and humble Janet Kestin, I realized that we need to guide our clients to good ideas and break them out of "doing business as usual".

Right now there are so many things that marketers are doing wrong with their communications (i.e. using the rules of TV in a place that has no rules - a place where you have minutes to tell a story..not seconds.) It is NOT about monologuing through communication channels. (that the source of the noise) It is about a consumer dialog and surrounding them with honesty and rewarding them for their loyalty and creativity.  The engaging public is thirsty for the new... not the old, not the copied, imitation or unoriginal and definitely not irrelevant.    

I think that there is an important benchmark in the area of cost to consider... the evolution video cost Unilever $120,000 Canadian dollars to produce (that does not include agency hours).  More importantly, Evolution was also supported by three years of non-traditional and PR driven marketing before the evolution video was released on to YouTube.

Janet said something that resonates when we try and describe the bold new digital world.   The space is no longer "Author, Author"  it is "Audience, Audience".  In a space where there are rules there is no research that will help you make a decision to make an investment into a world where to be successful you must let go of your brand.

"The Evolution will not be televised...or at least in a conventional way or a conventional place."  Together lets live in the liminal space creating, telling stories and pushing brands in to relevant spaces in consumers lives.

View her speech @ http://link.brightcove.com/services/link/bcpid464120922/bclid1078545442/bctid1078807601

ON: The Evolution Will Not Be Televised via @jpenabickley

July 5, 2007No Comments

ON: The Evolution Will Not Be Televised

Picture_3

For those of you who follow my posts you know that I attended OMMA Video last week. After meeting the wise and humble Janet Kestin, I realized that we need to guide our clients to good ideas and break them out of "doing business as usual".

Right now there are so many things that marketers are doing wrong with their communications (i.e. using the rules of TV in a place that has no rules - a place where you have minutes to tell a story..not seconds.) It is NOT about monologuing through communication channels. (that the source of the noise) It is about a consumer dialog and surrounding them with honesty and rewarding them for their loyalty and creativity.  The engaging public is thirsty for the new... not the old, not the copied, imitation or unoriginal and definitely not irrelevant.    

I think that there is an important benchmark in the area of cost to consider... the evolution video cost Unilever $120,000 Canadian dollars to produce (that does not include agency hours).  More importantly, Evolution was also supported by three years of non-traditional and PR driven marketing before the evolution video was released on to YouTube.

Janet said something that resonates when we try and describe the bold new digital world.   The space is no longer "Author, Author"  it is "Audience, Audience".  In a space where there are rules there is no research that will help you make a decision to make an investment into a world where to be successful you must let go of your brand.

"The Evolution will not be televised...or at least in a conventional way or a conventional place."  Together lets live in the liminal space creating, telling stories and pushing brands in to relevant spaces in consumers lives.

View her speech @ http://link.brightcove.com/services/link/bcpid464120922/bclid1078545442/bctid1078807601

ON: The Evolution Will Not Be Televised via @jpenabickley

June 29, 20072 Comments

OMMA Mobile New York


  OMMA New York 
  Originally uploaded by joannapenabickley

OMMA Mobile ended with a big bang.  Alloy Media brought in a panel of 17 – 19 year olds to talk to us about their mobile habits and when would they listen to us if we had something to say.  Here are some of the most poignant quotes from the group.

    “I sleep with my phone underneath my pillow”
    “We’d rather text than talk”
    “I don’t use blue tooth for a headset I use Bluetooth to share files”
    “when I have something to say I text”
    “I use my phone to live conveniently”
    “I use it to get around with Google maps"
" I post to Facebook and MySpace from my phone"

For those of us who market to this age group, on some level we know that our target consumer wants more from us than we are currently giving. But I cannot honestly say we are giving them what they want. We tend to give them the sanitized version of it.

They want more than an ad.  What I heard today is that they want good products that give them an edge… in the mobile space they are willing to deal with us “dialoging” with them as long as there is a value exchange.  We have to answer… What’s in it for them? And more importantly.. Why is it relevant?

After the panel was over I realized that we as marketers are still talking to ourselves.  We need to think outside the: 30 second spot, the banner, the pre-roll, the UCG and the RSS feeds.  We need to be true to our creative selves and create!

We live in converged times with NO RULES… so when we sit down to create we need to forget everything we know and just create great stories.  A story that is worth repeating

The fact of the matter is that the marketing professionals who have put their egos aside and created a good story or come up with a good idea have been the most successful case studies revealed during the past 2 days.  With mobile and this audience, we need to think about what we are delivering.  A code underneath a cap or on your tin is not enough.

It will need to be a value exchange if you want to speak to them from underneath her pillow.

OMMA Mobile New York via @jpenabickley

June 29, 20071 Comment

OMMA Mobile New York


  OMMA New York 
  Originally uploaded by joannapenabickley

OMMA Mobile ended with a big bang.  Alloy Media brought in a panel of 17 – 19 year olds to talk to us about their mobile habits and when would they listen to us if we had something to say.  Here are some of the most poignant quotes from the group.

    “I sleep with my phone underneath my pillow”
    “We’d rather text than talk”
    “I don’t use blue tooth for a headset I use Bluetooth to share files”
    “when I have something to say I text”
    “I use my phone to live conveniently”
    “I use it to get around with Google maps"
" I post to Facebook and MySpace from my phone"

For those of us who market to this age group, on some level we know that our target consumer wants more from us than we are currently giving. But I cannot honestly say we are giving them what they want. We tend to give them the sanitized version of it.

They want more than an ad.  What I heard today is that they want good products that give them an edge… in the mobile space they are willing to deal with us “dialoging” with them as long as there is a value exchange.  We have to answer… What’s in it for them? And more importantly.. Why is it relevant?

After the panel was over I realized that we as marketers are still talking to ourselves.  We need to think outside the: 30 second spot, the banner, the pre-roll, the UCG and the RSS feeds.  We need to be true to our creative selves and create!

We live in converged times with NO RULES… so when we sit down to create we need to forget everything we know and just create great stories.  A story that is worth repeating

The fact of the matter is that the marketing professionals who have put their egos aside and created a good story or come up with a good idea have been the most successful case studies revealed during the past 2 days.  With mobile and this audience, we need to think about what we are delivering.  A code underneath a cap or on your tin is not enough.

It will need to be a value exchange if you want to speak to them from underneath her pillow.

OMMA Mobile New York via @jpenabickley

June 28, 2007No Comments

ON: OMMA Video

Picture_1
Sitting at OMMA (right now)  and what my clear takeaway from the morning sessions is that there are STILL NO RULES.  Now you all know I approach things from the creative view... I start by asking "what's the story i am telling and why am i relevant"...  We as Creative Directors still need to tell a great story, a relevant story.

Stop re-purposing the :30 second ad in a medium that it was not created for.  Remember people use TiVo to skip ads...so why re-purpose something that consumers have told us, through their behavior, they DO NOT want. 

During our break-out sessions a number of people have asked me how we the agency world should be approaching the NEW BRAND WORLD? 

So here are my words of wisdom from OMMA... We are experts at creativity and relationships (or at least we should be). 

In the instance of the :30 second ad...One might argue that people got TiVo to get to the content they wanted when they wanted (thus on demand) ...but the consumer behavior has told us that they skip the ads.  the :30 second ad has its place... but it is not the end all method of reaching the audience.

There is no definition...so do not try and define the space.  When you finally define it, you are irrelevant.

Just Create!  Create With Insight! Create with Purpose!

Be real, be honest, be confident, add insight and embrace the consumer's power to have a say in what you make.

We are in the business of appealing to consumers with big ideas that are relevant through strong client relationships.  Some would say entertaining... but entertaining is subjective to the people who are watching it. What is entertaining to me and my community cluster may or may not be entertaining to you and your community.

A true measure of success is when people choose you because you are you...
For a brand, your measure of success will be  because people choose you... because you an hold honest relevance in someones life.  Relevance that is worth conversing about.  Your story has to be one that is worth repeating.

More to come later....

ON: OMMA Video via @jpenabickley

June 23, 2007No Comments

ON: OMMA Video & Mobile Conference Appearance

Picture_8
Look for me this week at the OMMA Video and Mobile conferences Thursday and Friday.  It's not TV, it's not movies, it's not broadband. It's just video. I will be holding court on June 28th @ the Crown Plaza. See you there!

ON: OMMA Video & Mobile Conference Appearance via @jpenabickley

March 22, 2007No Comments

ON: Digital+Marketing

Developments in Digital marketing and media are happening at such breakneck speed that marketers must prepare to navigate them--or be left behind. The Creative leaders today are born digital and have a hybrid of skills.  See this great interview from OMMA.

http://services.brightcove.com/services/viewer/federated_f8/428935700

ON: Digital+Marketing via @jpenabickley

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