The second is Hewlett Packard's Touch Smart PC commercial by Goodby, Silverstein, & Partners. More info can be found here.

I guess that’s how it is when people think they may lose their job.

The interesting part about the Ogilvy departures, at least from the interactive folks, is that a big chunk of them seem to have landed at agency.com…where they promptly displaced another chunk of interactive types who decamped for God knows where.

Talk of currently being in a recession may be economically illiterate, but even so the best that can be said is that we are in a period of very slow growth.

Which, you may have heard, is a bad thing for ad agencies.

And with the obvious problems faced by carmakers and rising cost of goods pinching profits for CPG companies, both of which are the kind of company that traditionally anchor agency client rosters, it’s a dicey time to be making big job moves.

Not that many from Ogilvy have much choice in the matter.

Aus "keine Staus, eine Cocktailparties usw. bis kein anderes Bier", was ja erstmal positiv klingt aber mit negierendem Satzbau daher kommt, wurden nun endlich die "Keins" im Text verbannt. Jetzt heißt es "Genau." "Genau mein Wetter, genau meine Art los zu lassen..." bis "genau mein Bier".

Nur der Leuchtturm und sein immenser Schatten irritiert mich noch etwas. Der ist für meine Rezeptoren noch so sehr mit Lübzer verankert.

40 ans après, Lorgan's (un antiquaire spécialisé dans le XXème siècle et installé à Singapore) a pris le parti osé de son agence Ogilvy & Mather de jouer sur la thématique de la Révolution sexuelle pour faire la promotion de sa "collection" année 60.

Un concept qui n' aurait peut-être pas vu le jour en France...

Cette publicité nous montre un peu plus ce que nous allons certainement connaître dans les années à venir!

Ogilvy & Mather Shangai a su exploiter le mobilier urbain pour créer un support événementiel en parfaite adéquation avec le message, la marque; ce qui permet de faire vivre une expérience aux Individus qui sont confrontés à cette campagne.

Wonderwall Inc. is spearheaded by Masamichi Katayama. It's the same company that's responsible for the A Bathing Ape retail store Busy Work Shop in Japan, London, New York and Hong Kong. In fact, Nigo and Bape was one of their first customers and some could say, their claim to fame.

They have since then gone on to design various retail stores as well as restaurants. From APC to the Tokyo Curry House, Wonderwall Inc's design concepts is all about breaking barriers while still taking in consideration everything that is important in any store. The Japanese are known for their focus on detail, it's the same ideals for Wonderwall. From the type of lighting, materials, proportions as well as the actual experience of the store, all these elements come into play in their designs.

I felt it was only appropriate that the first masterpiece I should present is none other than the atelier of Wonderwall Inc.

Next up is one of the first projects of Wonderwall Inc.. The Busy Work Shop in Harajuku, it was originally built during 1998, but it has been recently renovated.

BUSY WORK SHOP HARAJUKU

For the Bape store, after discussions with Nigo, we decided to create a store that felt like a town within a building with an American diner flair. However, for the top floor, a sense of playfulness was added with a colonial style resort inspired space.

They also worked on the offices of Ogilvy & Mathers in Japan, as well as the retail store for A.P.C. Homme in Daikanyama.

OGILVY & MATHER JAPAN

These offices are located on the 25th floor of a large office building. A great view of the Tokyo landscape is incorporated into a common space connecting each division which can be used as a lounge, with a variety of randomly placed chairs.

A.P.C. HOMME DAIKANYAMA

Creating an impression of a space that had some big changes to the interior without actually making changes was an important factor in this project. The space has been restructured while revering the fact that it was cherished for a long time, with a garden as the entrance, with different rooms and space each with it's own scenario of the A.P.C. world.

I felt it was only apt to end with another Bape store. This time we have the Bapexclusive store in Aoyama.

BAPEXCLUSIVE AOYAMA

For this project, Katayama wanted a coexistence of two opposing ideas; minimal and maximum. The ground floor is very minimal; a very controlled space made of pure-white grids of tiles. The second floor is a maxim space surrounded by walls of sneakers and floored with carpeting made of 10 colors. For the stairway which links the two floors, a lighting system and mirrors are utilized to change colors and allow the light to spill down to the ground floor. The conveyer belt for the sneakers on the 2nd floor is enclosed in a glass cylinder. The middle of the conveyer belt is open through the ground floor that allows one to view the rotating sneakers from below via the mirrored ceiling.

Store descriptions and pictures were courtesy of the Wonderwall website. You can see more of their designs and some bonus stuff in their website.

Hope you guys enjoyed this feature, I will try to share more cool stuff in the future.

A primeira campanha de publicidade da Fanta Zero em Portugal foi apresentada aos jornalistas num chat online, uma acção desenvolvida pela LPM para a marca da Coca-Cola.

A Fanta Zero apresentou ontem aos jornalistas a sua nova campanha de publicidade, a primeira desde que a bebida chegou ao mercado português, numa conferência de imprensa online, em formato de chat, que foi comandada pelo director de marketing da Coca-Cola, José Alberto Antunes.

A conferência contou com a presença de pelo menos sete jornalistas e demorou cerca de uma hora. Segundo explicou José Alberto Antunes, a ideia partiu da LPM, agência de comunicação da Coca-Cola. "[A utilização da plataforma online] tem tudo a ver com o espírito da marca. Por outro lado, a tecnologia serve também para tornar a nossa vida 'Play On'", explicou o responsável.

A apresentação seguiu a linha de uma conferência de imprensa normal, sendo notórios, porém, alguns problemas no visionamento do spot e na própria tecnologia do chat, que tornou a apresentação bastante lenta.

Em relação à campanha em si, esta arrancou ontem e estará presente em televisão, exterior, imprensa e internet. Em exterior, a campanha vai estar presente em mais de quatro mil mupis espalhados por todo o território português. Na internet, faz parte do plano de meios a presença no MSN, MSN Messenger, Sapo, Game Over e Hi5.

A Ogilvy & Mather Nova Iorque foi responsável pela concepção da campanha, que foi adaptada para Portugal pela McCann Espanha (televisão), pela By (imprensa e exterior) e pela By e NIU (ponto de venda).

"Vamos manter o dinamismo da marca e certamente que teremos mais novidades no futuro", concluiu José Alberto Antunes, que não revelou valores de investimento.

Là Ogilvy & Mather Corée a décidé qu' Olympus allait nous faire faire le tour du Monde pour vanter le zoom de son nouvel SP-570UZ.

Les idées tournent...

O realizador Francis Ford Coppola e a filha Sofia Coppola são os novos protagonistas da campanha da Louis Vuitton com pessoas famosas. Os dois realizadores foram fotografados por Annie Leibovitz, numa campanha desenvolvida pela Ogilvy & Mather e que será veiculada em Julho próximo.

"Este é mais um maravilhoso trabalho de Annie Leibovitz. As imagens de Sofia e Francis Ford Coppola estender-se-ão e enaltecerão o impacto da nossa mensagem global", referiu o director de comunicação da Louis Vuitton, Antoine Arnault.

Founded in 1970, Cotton, Incorporated is overseen by the United States Department of Agriculture. The company is funded by US growers of upland cotton and importers of cotton and cotton textile products.

Cotton, Incorporated’s board consists of cotton producers who represent more than 30,000 producers in 18 states. The company had $72.6 million in sales in 2007, and has a white on brown “Seal of Cotton” logo recognized by 75% of the American population. Company competitors include DuPont, Celanese and International Cotton Market.

In 1994, Cotton, Incorporated implemented a campaign in Mexico to establish brand recognition. In 1996 the company began using the tagline “If It Has This Seal, It Is 100 Percent Cotton” to continue the Mexican brand recognition campaign.

The best known Cotton, Incorporated campaign is “The Fabric of Our Lives” campaign. The television spots featured average Americans using the company’s products, including sheets, towels, denim, casual clothes, and underwear. Cotton, Incorporated created two websites to accompany the campaign: thefabricofourlives.com and mysteryfabric.com.

The TV campaign won Ogilvy & Mather’s second annual President’s Award in 1999, as it was deemed the best creative work in the agency that year.

The campaign also won the David Ogilvy award, which is given yearly to the campaign named most effective in the marketplace.

In 1988, Cotton, Incorporated ran a year long campaign in Martha Steward Living Magazine. Cotton, Incorporated also won an Effie for the well-known jingle “The Touch, The Feel of Cotton, The Fabric of Our Lives.”

Ogilvy & Mather was the advertising agency in charge of the Cotton, Incorporated account until 2004 when the account transferred to DDB New York.

With the new advertising agency came a new campaign aimed at the company’s target: women 18-34 years old who are passionate about clothes and shopping. The campaign ran on numerous TV stations including FOX, The WB, Nick at Night, TBS, E!, VH1, TNT, The Learning Channel, HGTV, Oxygen, and Lifetime. The ads also ran in select movie theaters.

With the goal of building consumer demand for cotton, Cotton, Incorporated sponsored the Style Network and New York Metro TV’s Full Frontal Fashion Channel during Fashion Week in 2002.

Cotton, Incorporated began promoting its products in India in 2003.

El martes 27 de mayo, la Asociación Argentina de Agencias de Publicidad (AAAP) celebró su Asamblea Anual Ordinaria en la que se renovaron los cargos de la Junta Directiva, entre otros puntos que formaron parte de la orden del día.

De acuerdo con lo establecido en el estatuto, una vez concluida la Asamblea, se realizó la primera reunión de la Junta Directiva Electa para designar al nuevo presidente de la asociación. Por votación unánime, Gustavo Anderson, presidente de ADN Comunicación, resultó elegido para asumir el cargo. Próximamente, Anderson designará al Comité Ejecutivo que lo acompañará en la presidencia durante todo su período.

De esta manera, Daniel Melero dejó la presidencia luego de dos años de gestión al frente de la AAAP, cargo que desempeñó con gran dedicación y empeño, trabajando arduamente por lo que es desde hace mucho tiempo la gran bandera de lucha de la entidad: recuperar la rentabilidad del negocio publicitario y hacer respetar la labor profesional de las agencias de publicidad.

La Junta Directiva quedo compuesta por Gustavo Anderson (ADN COMUNICACIÓN S.A.), como director titular-presidente, y por los directores titulares: Gustavo Arabian (BOX 5 COMUNICACIÓN S.R.L.), Eduardo Baca (PUBLICIS GRAFFITI), Martín Bär (MIX DIRECTOR TITULAR), Pablo BrañaRodrigo Carr (PUBLIMEN S.A.), (JWT ARGENTINA S.A.), Héctor Del Piano (DIÁLOGO PUBLICIDAD), Fernando Guevara (GONZÁLEZ TABOADA GUEVARA Y ASOCIADOS), Daniel Luza (EJE PUBLICITARIA), Gabriel Maloneay (CRAVEROLANIS), Daniel Melero (BBDO ARGENTINA); Santiago Olivera (DRAFT FCB), Ricardo Rutenberg (LA FUSIÓN); Fernando Miguel Sarni (LA COMUNIDAD), Gonzalo Vidal (VEGAOLMOSPONCE) y Dylan Williams (LA NEGRA).

Los directores suplentes son: Carlos Barreiro (LOGÍSTICA S.A. DE PUBLICIDAD), Pablo González Balcarce (BALCARCE Y ASOCIADOS COMUNICACIÓN), Jorge Carbonell (SCA SOLUCIONES EN COMUNICACIÓN), Mario Gilbert (MB-10 PUBLICIDAD S.A.), Roberto Hermida (HERMIDA Y ASOCIADOS PUBLICIDAD S.A.), Patricia Martín (DEL CAMPO NAZCA SAATCHI & SAATCHI), Alejandro Viggiano (STERMAN + VIGGIANO).

Como directores titulares institucionales integran la junta: Carlos Bartolomé (ASOCIACIÓN PUBLICITARIA DE AGENCIAS DE ROSARIO), José Matoso (ASOCIACIÓN BAHIENSE DE AGENCIAS DE PUBLICIDAD) y Enrique A. Ruesch (ASOCIACIÓN CORDOBESA DE AGENCIAS DE PUBLICIDAD).

El órgano de fiscalización quedo compuesto por los revisores de cuentas titulares Rafael Barbeito (OGILVY & MATHER ARGENTINA), Mariano Mataloni (KEPEY&MATA) y Raúl Matán (RAÚL MATÁN S.A.); y por Sergio Mateo Belgrano (McCANN ERICKSON) y Marcelo Delbarba (GREY ARGENTINA S.A.), como revisores de cuentas suplentes.

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Here is an interesting and long interview of Ogilvy, in which he talks about some of his most successful campaigns. The video is made more interesting because of the small anecdotes that he shares, that gives an insight into his thought process and methodology; something you cant find in text books!

Superb, commanding, confidant & Pure Ogilvy.

Enjoy!!!

Here is the link to the YouTube page

Today i red about prasoon joshi, he is "the india's ad Guru", he started his career in advertising  from Ogilvy & Mather.

After reading about his achievement and fame. i am also decided to start my career in advertising from Ogilvy & Mather, i don't know about..  will i get there?.. but anyway i will try my level best... today i managed to find someone's phone number.

But still i am in big confusion. how to impress them to make interest in me? ... any way i will knock at least for once... i hope it will open from the first chance.

È da un po' che volevo dirne una sull'ultimo spot di Louis Vuitton. Si vede soprattutto al cinema e, mentra va, è tutto un mormorio di "quant'è bello, quanto fa sognare". Bello e costoso, non c'è dubbio: l'ha prodotto la Ogilvy & Mather (sede parigina), una delle più importanti agenzie del mondo. Però confesso che, quando l'ho visto, mi si è gelata la schiena, altro che sogno.

Questo è il testo:

What is a journey?
A journey is not a trip.
It's not a vacation.
It's a process. It's a discovery.
It's a process of self-discovery.
A journey brings us face to face with ourselves.
A journey shows us not only the world,
but how we fit in it.
Does the person create the journey,
or does the journey create the person?
The journey is life itself.
Where will life take you?
Louis Vuitton.

Passi che il viaggio sia "la stessa vita" (anche se mi stupisco che Ogilvy possa ancora vendere - e trovare chi compra - una metafora così logora). Ma insistere sull'idea che il viaggio sia una "scoperta di se stessi" o, peggio, una "creazione di se stessi", in cui non facciamo altro che capire noi stessi (noi, sempre noi) o capire come ci sentiamo a questo mondo (stiamo bene? abbastanza comodi?)... be', questo non lo sopporto.

Non si dovrebbe, piuttosto, viaggiare per confrontarsi con culture diverse, per imparare nuovi modi di vivere, pensare, agire, emozionarsi? Per capire meglio gli altri, invece di noi stessi?

Se devo mettermi in viaggio per scoprire me stessa, tanto vale che stia a casa. Specie se vado in luoghi meno fortunati di quello in cui vivo, dove magari la gente muore di fame o s'ammazza per qualche credo religioso appena fuori dall'albergo in cui mi trastullo. E poi, se questo viaggio è una metafora della vita, di che tipo di vita egocentrica e chiusa stamo parlando?

Il più odioso individualismo occidentale celebrato da uno dei suoi più odiosi marchi di lusso.

]]> http://farrukh.wordpress.com/?p=184 Fri, 04 Apr 2008 16:02:27 +0000 farrukh: copywriter & journalist http://farrukh.wordpress.com/?p=184 Dubai Lynx Awards winners in the Outdoor category were 40 in number. Outdoor had numerous entries this year, second to Print. And the entries were quite creative.

Chris Becker, Chairman and Chief Creative Officer of Draftfcb New York helps a Leo Burnett Beirut member lift the Dubai Lynx Grand Prix in Outdoor awarded to their ‘Natural Colours Change’ billboard for P&G’s Koleston Naturals

Click here to visit www.copywriterjournalist.com for more Dubai Lynx Awards winners pictures - Outdoor category Gold winners and to download Dubai Lynx winners in Outdoor category.

Se trata de "A Jorney", una producción de Ogilvy & Mather para Louis Vuitton, con música de Gustavo Santaolalla:

Es para disfrutarlo tranquilamente...

Vía: Blogzine

Δες όμως και την πρώτη τηλεοπτική διαφήμιση της Louis Vuitton που είναι αρκετά ελιτίστικη και αφαιρετική, ό,τι πρέπει για να διαιωνίσει το ακριβό προφίλ της εταιρίας.

It's not funny. But Who Hired Bob does two interesting things:

1) It offers a $20 rebate on a TASSIMO hot beverage machine in exchange for your email address, and
2) It does that "choose your own adventure" thing at the end of each webisode, which we've already professed to like a lot.

I agree with Adrants that the webisodes aren't funny, and that both of the points that he brings up are interesting.

The high-value coupon offer for a simple e-mail address not only helps to populate a consumer database that, if utilized properly, could be a first step to a continuity program and actual consumer conversation. Also, coupons of that sort of value have drawing power (and extendability to packaging and in-store, which could be used to drive people online). Not to mention that consumers who download a coupon have a higher propensity to actually buy the product, which is nice.

The "choose your own adventure" aspect is also a nice touch in that it adds some interest to otherwise dry webisodes. Anything that gives consumers the opportunity to engage is interesting.

Despite both points of interest, this program still falls flat because of the lack of awareness-driving tactics that tell consumers that this content exists online and gives them a reason to view it. As commenter Toad says, the idea that consumers will just be flipping around the internet and find the content just isn't realistic.

Commenter mpaige hits the nail on the head by saying that "the content needs to be produced and THEN (ironically) you need run TV ads to get the word out about it the show...TV commercials are still a critically important way to reach people." They, and other awareness tactics are critical when you want people to find your brand in the vast information dump that is the internet. They need to know it is there, need a reason to go, and need clear direction how to get there.

Also, it helps if the content that awaits is engaging and relevant.

The primary issue right now, though, is that it is content just floating in the internet space with nothing to drive consumers to find it. And they won't find it on their own.

"Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers," said Joseph Frydl, director of Ogilvy's branded content and entertainment group. "Purely interruptive marketing simply cannot accomplish that."

Beyond the fact that these webisodes, which has acting and production values that make it look like something that ran on my high school's internal television channel, just aren't original or entertaining, the idea that some webisodes, a website and a promotional overlay will start conversations with consumers is simply wishful thinking of the sort that somehow seems to convince clients, but reasonable people know are just empty words.

Even if we assume that the creative execution and promotion are relevant and compelling to the target, how, exactly, is said target supposed to hear about all of this online content? "If you post it (on YouTube), they will come" just doesn't hold water, as the 49 total views that the video has gotten in its five days of being posted on YouTube show.

That "interruptive marketing" that gets derided in the press release is critical to telling consumers why they should go online and search out a specific piece of content. There is so much content online, and there are now so many brands who are doing the "webisodes and consumer generated contest," that consumers need a compelling reason to get involved.

Tassimo not only hasn't give them a reason, it doesn't seem like they even think that building awareness is even worth their time. That is a bad move.

And this is a bad, unoriginal and poorly-produced idea.

Kraft Canada has begun a marketing campaign for its Shreddies brand of breakfast cereal. The campaign, called "Diamond Shreddies," was developed by Ogilvy & Mather. The creative features images of the square pieces of cereal turned 45 degrees to form diamond shapes. The campaign purports to introduce a new diamond-shaped variety of the product. The intention of the campaign, which was tested in Alberta last year, is to reintroduce the brand and raise consumer awareness or it. The campaign consists of television and out-of-home advertising, along with a website at <http://www.diamondshreddies.com> and a series of online videos. Public relations efforts include media relations, product placement and co-promotions. Redesigned packaging is accompanying the campaign, while an on-box contest offers consumers a chance to win one of ten diamonds.

The technical description of turning a Shreddie 45 degrees to form a diamond shape is deadpan gold. 18 Stractical points to O&M and Post for the great campaign and to whoever wrote this release.

I remember reading Po Bronson's seminal Web 1.0 text Nudist on the Late Shift and being enthralled with the chapter on Yahoo!. Bronson framed it around the notion of meeting billionaires Jerry Yang and David Filo, neither of whom were yet 35, which in his eyes made the whole thing seem even more surreal. 13 years after Yahoo! was founded it finds itself mired in lay-offs, under-performing products, and perpetually treading water while everything other than Flickr fails to gain traction, and even that has been outdone by Facebook which has become the largest photo-sharing site full stop.

The play revolves around three things; search, email, and advertsing.

Search
Microsoft have long been the distant cousin in this space. Google dominate the landscape; Yahoo! hold a distant but solid second place. Indeed it can be argued they are the only ones who've been able to hold some ground against the relentless force that is AdWords. Microsoft have failed to offer up a compelling alternative to Google, and the end result is an increasing loss of market share in search while Yahoo! bail water out faster than the guy next to them. With the need to compete for second place out of the way, both companies can down-size, hone in on strengths, and be confident that nobody else has the market share to make a play for #2. What they do need to worry about is people moving away from a Yahoo! service who had arrived there in the first place because of a distaste for Microsoft.

Email (your inbox)
Mark Zuckerberg (Facebook founder and CEO) has spent more time than I care to acknowledge talking about the social graph. Simply put, it is a map of the relationships you have with people. Facebook is supposed to represent that, but Google have already pointed out that the social graph is already well represented by email; what you send and what you receive paint a far more accurate picture of your online interactions than a site coined so loosely as a "social network"; email doesn't rely on the walled garden mentality, and as such maps a more realistic path for social interactions. If one age old rule of marketing is that the most compelling campaigns are formed around trusted sources, then having a solid understanding of who an individual's sources are is key.

Microsoft & Yahoo! will have a combined online mail share of somewhere between 4 and 5 hundred million users (depending on whose numbers you use and how you skew the data). The sheer quantity of data available and what they can learn about their users is staggering; the task there though is turning it into something meaningful. Both companies have proud traditions of innovation that have somehow been lost along the way; finding that spirit again is key to taking the fight to Google and Facebook.

Interestingly, the key differentiator between Google's Gmail and the others is Google fails to offer a paid-for premium service and instead is ad-supported based on key words in the messages you send and receive. You would think a competitor to this product would have to be in the works at at least one of the companies; hopefully these products would be finished and rolled out before any moves were made towards a single super service.

Advertising & the future of online
There have been nervous mutterings recently around Google's advertising intentions. In September last year they hired Andy Berndt who was President of Olgilvy & Mather in New York, and two weeks ago announced the Publicis Group had been brought on to assist with their creative. While this is a coup for Publicis, people don't seem to understand that Google have been the dominant force in online advertising ever since the introduction of AdWords; they have been in advertising for years, the traditional media folk just didn't pick up on it because it didn't look like the advertising they were used to.

Google's presence coupled with its now approved purchase of Double Click means it wields an influence not seen since the months before Microsoft began being probed for anti-competitive tactics. People are still so worried about a giant in Redmond that Google was able to quietly go about its business and snap up anything and everything that made its search offering stronger.

Last year Microsoft finally caught up in a public way, purchasing a series of companies to kick-start its advertising play. Yahoo! had also been on a spending spree and now a single entity gets the fruits of those labours. This page shows a period of two years over which acquisitions were made leading up to mid-2007; all the serious plays are around advertising and search, regardless of company. Steve Ballmer would have been fuming that they didn't land Double Click, the move for aQuantive was a no brainer after that.

If and when this deal goes through, Microsoft will own a handful of also-rans, but in addition to Yahoo!'s mail offering they will also have del.icio.us and Flickr, two of the most prominent and popular Web 2.0 sites. Facebook still lurks out in the ether, its next move known only to a handful of its executives. If anyone stands to gain from this, I think it is them - they can operate in exactly the same fashion that allowed Gogle to become quietly dominant. This move puts the spotlight on someone else, it allows Zuckerberg to spend some time thinking about where he wants the business to go and to focus on executing that vision rather than putting on the media darling suit that doesn't quite fit.

Google have recently reached a point where they can do whatever they please, when Microsoft reached that spot it rapidly became the least interesting kid on the block. Google need to show they are hungry, that they have the fire and the stamina to win. 2008 is going to be a phenomenal year for online, and that is without even touching the launch of Android, Google's mobile platform, the 700MHz spectrum bid, or Open Social, its vision for a completely open socially-networked web. Once Microsoft hammer this deal out, it makes for two massive fish in a (thankfully) endless pond. That's just the kind of environment the Facebooks of the world need, one where they can hide away and get back to what made them great in the first place.

And the wide open spaces just got a little wider...

Perché te li mostro ora?

Perché queste sono le conclusioni dello spot-parodia:

"Grazie a Dio, la nostra percezione della vita reale è distorta. Nessuno vuol guardare la gente brutta."

È dura da ammettere, vero? Ma chi può negare questa semplice verità?

Chi può negare che, in fondo, è solo questo bisogno elementare che la pubblicità soddisfa?

E che questo bisogno ha a che vedere anche con ciò che abbiamo discusso nei giorni scorsi?

Dove Evolution

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