Monday, August 31, 2009
Friday, August 28, 2009
Friday, August 21, 2009
I was speaking with some friends the other day that also work in the ad industry and we were discussing the importance of award shows. It just so happens that I am working on the advertising for a local award show here in the city.
And so the age-old discussion around what matters most “the effectiveness” of the ad or “the recognition” was started. Now before I get into the meat and potatoes of it all know this, I think there is no right or wrong answer here. Much like advertising, it is subjective and depending on what your over all goal is, each side has its benefits. There is however one important matter to factor into the equation – What is advertising supposed to do? = Sell. That is the bottom line. How you get there is the grey area.
Being a creative working in the industry for a while I truly believe that advertising has to be…well…creative. You have to make the person want to buy whatever you are selling. You have to be funny, witty, shocking, heartfelt whatever you choose but just don’t be boring. Make it relevant to the target. Don’t just put up a price point or massive fucking logo in hopes that will sell.
So that being said I think you get my point that in order to be effective you have to be creative. Now this is where the other side comes in. Do creative ads sell more than your typical eye numbing crap you see everywhere? Check this out.
So what is the net take away? Award shows are important and so is the effectiveness of the advertising. After all that is what advertising is all about, selling. Great work should be recognized. It gives the client a sense of reassurance for trusting their agency. It gives the agency a sense of recognition for using their creative talent to the fullest. At the end of the day we all want the same thing, for our clients to be successful because that means we continue to get paid. But if at the end of the day all you want is to win awards for self-promotion, then heed this, an agency full of awards is worth nothing if the client has empty pockets.
Well it’s Friday, go have a drink! Or if you are living the Madmen life, have another one it’s still early.
Wednesday, August 19, 2009
Tuesday, August 18, 2009
Well it seems like the ad world keeps going for a shit every time I read about it. People I talk to and other blogs I read all say the same thing, it’s not getting any better any time soon. No wonder, the bloody government tries to put out this false beacon of hope announcing that the recession is turning a corner for the better and will soon be over. What drugs are you idiots on? This thing is going to last for a while so get used to it.
The state of the ad industry in Canada is gloomy to say the least, thousands are laid off, many of them never to return. Those that once held the higher level positions claiming the six digit incomes are on their ass in the streets or are having to take pay cuts to keep their jobs. I guess it was fun while it lasted but there isn’t any gravy to be sucked up anywhere. Freelance is hit and miss these days. Those that can get it are gripping to it tighter than a fat kid on a twinkie. Many of those who have been cast out and laid off have turned it into a positive life experience and have decided to veer in a different course all together. Check out this latest documentary on the biz http://lemonademovie.com/
For me, I choose to go all in. I joined forces with a long time industry guru of mine and we opened up our own shop called Cream. www.creamontop.ca
Unlike our hefty dinosaur agencies we used to work for, our agency is nimble, cost-effective and it’s fun! We work with the clients we want to work with, go after the business we love to work on, it’s a great change. It’s also the toughest thing I’ve ever done. You don’t have the security of a steady pay check or the assurance of knowing if you will get through it ok but that is the thrill of it, the challenge that makes it so rewarding.
For those out there that are looking for work and are finding it hard to make ends meet I suggest you go client side. Maybe some of them can rely on your expertise to educate them on the benefits of being strategic and creative.
It’s funny how an economic downturn can force you to get your priorities in order, to reinvent yourself if need be, or to give you that kick in the ass you need to get your shit together and really go after what you want.
If anyone wants to send me their portfolio I can see if I can help out with some freelance from Cream.
Till next time.