An interview with David Droga

David Droga on wrestling with ideas.

^{Subscribe to Advertising 2.0 by email or RSS}

September's Creative Showcase

The winners of September's Creative Showcase awards have been announced. Glue's winning entry for the Royal Marines is good, but compared to their work for the same client 2 years ago, aside from the use of video, it's not moved on that much.

^{Subscribe to Advertising 2.0 by email or RSS}

eCRM, digital direct, whatever...

Don't get me wrong, having run first Eurostar's and then Flybe's eCRM programmes, I know the ROI that you can get from applying traditional DM data planning principles to email marketing is insane. However, to think that you can be 'lead agency' without making your clients feel sexy, is just as insane. Over to to Hayley Pinkerfield...

^{Subscribe to Advertising 2.0 by email or RSS}

Daft Punk is playing at my house

The French are avid bloggeurs, so it makes sense that rather than create a website to promote their new album, Daft Punk built a widget. One day soon, everyone will do this.

[via]

^{Subscribe to Advertising 2.0 by email or RSS}

Iris wins the Shell digital account

Iris, the integrated agency of some repute, hired George Nimeh as their Digital MD back in January. It looks like that decision is beginning to bare fruit - they've just won the multimillion-pound global digital Shell account.

Update: They're at it again, this time beating R/GA, Glue, Inferno, Exposure and VCCP in a 6-way pitch for ING's £40m global Formula 1 sponsorship.

^{Subscribe to Advertising 2.0 by email or RSS}

Information R/evolution

From the genius that brought you The Machine is Us/ing Us, comes Information R/evolution.

Useful if you don't really get why tags are important...

[via]

^{Subscribe to Advertising 2.0 by email or RSS}

Branded Utility - the NYT version

Today's New York Times has a great article focusing on how Nike increasingly is spending less on conventional advertising and more on doing useful things for people. Just do it.

^{Subscribe to Advertising 2.0 by email or RSS}

You can’t stop them talking

Here's a link to the David Bowen piece in the FT talking about businesses needing to join the conversation in social media, that Justin mentioned last week. It really is very good.

^{Subscribe to Advertising 2.0 by email or RSS}

A Few Good Creative Men

Just watch...

^{Subscribe to Advertising 2.0 by email or RSS}

Digital is making outdoor sexier

A good article by Neal Leavitt giving an overview of the Digital Outdoor market. Read it (if you're in to that kind of thing).

^{Subscribe to Advertising 2.0 by email or RSS}

Big Brands & Facebook

Forrester's Charlene Li has a great presentation on Big Brands & Facebook: Demographihcs, Case Studies and Best Practices - it's well worth a look.

^{Subscribe to Advertising 2.0 by email or RSS}

Woolworths Big Red Book Launch

Matt Law, Account Director at Dare, on their new microsoite for Woolworths:

The brief is to create a massive launch their new catalogue. We've possibly taken this a little too literally, and are going to launch it with a real old fashioned siege engine. You can register on the site, and then on the 10th and 11th of October, people can control the catapult and fire a real missle to try to hit a target. There are of course prizes to be won.

Come again? I'll let Wolly explain.

This sits alongside Spot the Bull as one of the most interesting campaigns of the year so far.

^{Subscribe to Advertising 2.0 by email or RSS}

People trust other people, not ads (and especially not banners)

We're seeing numbers like this in most surveys that come out on the subject, but few surveys have the international reach and sample size of the Nielsen Global Consumer Study. The results show that while 78% of people trust offline Word of Mouth recommendations, and 61% trust online Word of Mouth opinions, only 56% trust TV ads and a pitiful 26% trust banner ads.

More in depth results below:

To what extent do you trust the following forms of advertising?

1. Recommendations from consumers 78%
2. Newspapers 63%
3. Consumer opinions posted online 61%
4. Brand websites 60%
5. Television 56%
6. Magazines 56%
7. Radio 54%
8. Brand sponsorships 49%
9. Email I signed up for 49%
10. Ads before movies 38%
11. Search engine ads 34%
12. Online banner ads 26%
13. Text ads on mobile phones 18%

Although consumer recommendations are the most credible form of advertising among 78 percent of the study's respondents, Nielsen research found significant national and regional differences regarding this and other mediums. Word of mouth, for example, generates considerable levels of trust across much of Asia Pacific. Six of the top ten markets that rely most on "recommendations from consumers" are in this region, including Hong Kong (93%), Taiwan (91%) and Indonesia (89%). At the other end of the global spectrum, Europeans, generally, are least likely to trust what they hear from other consumers, particularly in Denmark (62%) and Italy (64%).

The reliability of consumer opinions posted online - which rated third, at 61 percent overall - also varies throughout the world, scoring highest in North America and Asia, at 66 and 62 percent respectively. Among individual markets, web-based opinions such as Blogs are most trusted in South Korea (81%) and Taiwan (76%), while scoring lowest, at 35 percent, in Finland.

Consumer Generated Media - such as Blogs - were considered a reliable source of information for North Americans and Asians

• North America 66%
• Asia Pacific 62%
• Europe 59%
• EEMEA 57%
• Latam 53%
• Global Average 61%

The original Nielsen press release, with more detail than above, is here.

^{Subscribe to Advertising 2.0 by email or RSS}

In search of the new creative idea

Laurence Green, Chairman of Fallon London:

the winning creative ideas of the future will be bigger, deeper and richer. They'll engage above all else, spring from the brand, invite participation, solve problems more directly and cost less in pure media terms.

^{Subscribe to Advertising 2.0 by email or RSS}

The effect of online ads on memory

Andrew Schrock:

A new study suggests that marketers shouldn't fixate on the number of people who click on ads. According to the research, just seeing an ad on a Web page can impact memory.

^{Subscribe to Advertising 2.0 by email or RSS}