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Google is Super

If branded experiences are the new advertising, how does a brand play the Super Bowl?  You get 30 seconds to engage 90 million viewers in the flashiest, noisiest television event of the year. Do you join the tired parade of tricky animals, slapstick, bimbos and cute babies? Or do you engage people with a simple, elegant experience that makes them feel your brand?

Google got it right.

The promise of the brand comes alive in a sans serif love story.  Google, more than anyone, understands the power of metrics and marketing science. But they also understand the emotional space that a brand must occupy.  They understand that stories about people are far more interesting than anything else a brand could possibly say. Their spot felt like something Apple would do if they were in the search business.

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Security Threats in 2010

Companies that utilize a public and/or a private Web site for information sharing are constantly under new security threats. And, the problem is getting worse due to automated tools that can distribute their infestations via botnets. In particular, many individuals and companies are seeing increasing attacks through social network sites because the audiences—at these social media sites—are more vulnerable and less knowledgeable on phishing and malware attacks.

As a result of these automated security threats, there has been an increase in password theft and cross-exposure where credentials for one application—like a social media account—are getting discovered and then utilized for access to banking, business, and more confidential types of accounts. So… what can companies do to help them be more secure?

It is especially important that organizations adhere to some kind of “best practice” for security. For example, the ISO 27002 document provides excellent recommendations for information security management best practices.  While this document covers many considerations, we believe that the password security policies section is a good place to start for employee password guidance. Below, please find a helpful checklist regarding the ISO 27002 recommendations and policies to share with your employees:

  • Keep passwords confidential
  • Avoid keeping a record (e.g. paper, software file or hand-held device) of passwords, unless this can be stored securely and the method of storing has been approved
  • Change passwords whenever there is any indication of possible system or password compromise
  • Select quality passwords with sufficient minimum length (typically 8 characters or greater) which are:
    • Easy to remember
    • Not based on anything somebody else could easily guess or obtain using person related information, e.g. names, telephone numbers, and dates of birth etc.
    • Not vulnerable to dictionary attacks (i.e. do not consist of words included in dictionaries)
    • Free of consecutive identical, all-numeric or all-alphabetic characters
  • Change passwords at regular intervals or based on the number of accesses (passwords for privileged accounts should be changed more frequently than normal passwords), and avoid re-using or cycling old passwords
  • Change temporary passwords at the first log-on
  • Not include passwords in any automated log-on process, e.g. stored in a macro or function key
  • Not share individual user passwords
  • Not use the same password for business and non-business purposes
  • If users need to access multiple services, systems or platforms, and are required to maintain multiple separate passwords, they should be advised that they may use a single, quality password (see d) above) for all services where the user is assured that a reasonable level of protection has been established for the storage of the password within each service, system or platform
  • Management of the help desk system dealing with lost or forgotten passwords needs special care as this may also be a means of attack to the password system (by fictitious callers, data hacking, etc.)
  • Make sure that any authentication attempt is being made though a legitimate logon screen utilizing an encrypted connection (i.e. SSL, etc.)

While many of these recommendations may seem obvious, I am quite certain that most users reading this blog have either violated one of these best practices and/or know someone who has…  Picture 2

Organizations actively seeking to tighten security can start by reinforcing the password policy checklist identified above and reminding personnel periodically about the importance of basic password security measures.

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Media is creative

I worked at Ogilvy in the 1980’s and knew a media planner named Kristy. She had a sign in her office that read, “media is creative.”

Kristy steered clients to MTV before it took off.  She predicted what new shows would be hits and what would bomb.   Kristy had a feel for people and the media they consume.

Although she was not in the creative department, Kristy was one of the most creative thinkers in the agency.

If Kristy is still in the business—and I hope she is—she’s probably advising clients on how to use Facebook groups, pre-roll video, event marketing, etc.

If a client is selling microwaveable lunches, she’s probably telling them to advertise on screens in office elevators at lunchtime.

If a banking client wants to advertise mortgages, she’s probably convincing them to use search engine marketing instead of television commercials. If that same bank is offering free checking, she’ll tell them to use television commercials.

Creative media thinkers like Kristy always start with a few basic questions.  What problem am I trying to solve?   Where and how does my target audience spend their time?    What’s an interesting way to engage them?

It takes creative thinking to answer these fundamental questions. Now more than ever, media is creative.

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Three SEO links every Digital Agency should know about…

Digital Agencies and SEO marketers are constantly challenged to keep up with the latest techniques and trends for online search engine marketing (SEM).

One simple way to stay informed and become more knowledgeable on the leading search engines is to sign up for the following three webmaster tools:

Google
Bing

Yahoo

Before any SEO efforts can produce successful results, it is extremely important to make sure that a web domain’s URL structure is working properly and that all the pages have been properly indexed/scored into the search engine’s catalog. These search engine SEO centers can help you understand what’s happening with Google, Bing, and Yahoo search crawlers and spiders. Check them out and please let me know if you agree or found this blog helpful?

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Slouching towards digital

A creative director from a large, traditional ad agency recently asked me, “This whole social media thing, don’t you think it has an expiration date?”

“Huh?”

Ironically, advertising creatives (you know, the open-minded, progressive, experimental creatives) are sometimes the least likely to embrace digital media.   Many still cling to the idea that a big TV commercial is the best way to engage a consumer with a brand.  There’s a lot of talk about the “digital stuff” and “doing something viral” but secretly, the big creative guns think in 30-second bits.

Tim Williams of Ad Age recently warned agencies against focusing on the “big idea” instead of “big multichannel ideas.”   He writes,

The days of a writer or art director holed up in a room to come up with the    “big idea” for a broadcast campaign are over. No doubt brands still need        powerful creative ideas to win in the marketplace, but what’s needed    in place of one big, strategic TV-centric idea is a lot of smaller tactical ideas that can live in a number of channels. It’s surprising how many agency creative teams still lack this perspective.

This is an exciting time to be a creative person in advertising.  We can still tell stories and create emotional bonds to brands.  As long as we follow consumers into all these new channels, they’ll turn and listen to our stories.  And if we’re full of crap, they’ll tell us — on Facebook.

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Ad Lang Syne

The end of every year is always a time of reflection. We each take a moment to look back and recount the highs, the lows, the – just ok’s.  Often times these memories are organized and captured into, “Best – of” type lists.

While my tally of favorite 2009 TV ads  would likely exceed your basic, “Top 10,” I can put my finger on a few exceptional ones (in my humble opinion) worth sharing:

Aruba


Typical destination spots (i.e. Jamaica or Puerto Rico) highlight the vast enticing attributes of a locale, tempting you with all a vacation has to offer. Spokesperson Lewis Black – loud, cynical and not what you’d expect to personify hospitality – lends a comedic, sarcastic, point of view that’s as unforgettable as it is witty.

Intel Star


This commercial works because it’s real.  Real people will “Buy” what real people “Sell” any day of the week.  And of course, the American public loves rock stars….so that always helps.

Lastly, my #1 pick for 2009- PetSmart


If this one even needs an explanation; I can sum it up in four words: A-Dor-A-Ble!

Well, there it is; a quick recap of successful Creative That Works from my perspective.  Great campaigns are memorable when they make you laugh, challenge you to think and/or evoke emotion.

Wishing all of you a healthy, prosperous New Year and most importantly – one full of great Television spots!

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Walmart Thanks America’s Troops

The last two months of the year are typically wrought with chaos; cooking and baking and shopping-oh my! The hustle, the bustle, the, “Why don’t I ever buy wrapping paper in bulk?” types of  (afterthought)  self examinations.  The endless finishing touches… all in the name of the holidays.

While most retailers spend this time putting their price reductions and inventory out for the world to see, Walmart creates a spot that defines the spirit of the season in a much more effective way.

At first glance, you don’t quite realize what’s going on. But: 20 seconds or so in, it hits you.  And before you know it, you feel that little lump in your throat when something fills you with emotion.  The image of the troops, America’s heroes, in the middle of the desert with snow falling around them-all seemingly because a little boy made a wish for his Dad-HAS to tug at even the strongest of heart strings.

Now granted, I’m a big softie- it doesn’t take much to bring a tear to my eye.  But, corroborating my opinion is a very special (and tough) marine who concurred-“That’s a great spot!”

So, while Walmart is taking a moment to thank the military, I’d like to take a moment amidst all the madness and say congrats to Walmart for sending a message so poignant and timely.

Happy holidays to all!

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How to start a conversation


If there’s one way to summarize today’s marketing revolution, it’s this:

The inoculation of the passive consumer is history.

Marketing today is a two-way conversation. As in any worthwhile conversation, no one is in charge.   Brands and consumers listen to each other, share ideas and create experiences.   The best conversations build into mutually beneficial, long-term relationships.  Just like life!  The consumer gets a product that always delivers what it promises and the brand gets loyalty and revenue.

So what’s the ice-breaker?  How does a brand find a killer opening line?  Something that makes the consumer lean in and say, “now, who are you again?’

Online promotions are one of the best ways to jump-start a conversation.

Our agency recently conducted a sweepstakes promotion for a large packaged goods client. By standard measurements, it was a successful promotion.   We built a database and boosted short-term awareness.   In the old-media world, that was the job of a promotion.

But standard measurements no longer apply and neither does the old thinking about short-term promotions.  57% of consumers who entered our sweepstakes immediately opted in for a quarterly brand newsletter chock full of coupons, meal solutions and new product locators.   The conversation had begun.   50% of the newsletter subscribers chose to go deeper by pushing through to the website.  Oh yeah, and a lot of them—a whole lot of them—are telling their friends (who are telling their friends) about their new friend, our client.

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Crowdsourcing in the free world

In 1916, a Virginia schoolboy named Anthony Gentile won a contest sponsored by Planters, an American snack food company.  Anthony’s, “little peanut person” became Mr. Peanut, complete with monocle, top hat, spats and a cane.  The contest prize was $5.00.

Crowdsourcing is not new. In a democratic society, it’s perfectly natural.  Have a contest to see who can come up with the best idea.  Or conduct surveys to actually create your product. That’s how Zagats does it.

Throw social media into the mix and now, crowdsourcing is exploding.

Last year’s favorite Super Bowl commercial, as judged by a USA Today poll,   was created by the Herbert brothers from Indiana.  They had never set foot in an ad agency.  They simply entered an interactive contest sponsored by Doritos.

Ad Age reports, “In a contest beginning this month, Mountain Dew will hand  off marketing duties, at least temporarily, for a $100 million-plus business to several potentially unknown players selected by consumers.”

A new agency, Victors and Spoils, was just formed to tap into the global digital community.

Is advertising becoming a free-for all, wild west, anything goes proposition?  The smart marketers and top interactive agencies won’t let that happen. They will still create the positionings, write the strategies and select (and fund) the most relevant and persuasive ideas. Dorothy Parker said, “creativity is a disciplined eye and a wild mind.”  So let the wild minds run riot; just be sure to give direction and judge with discipline.

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Creative that works

One day, there was a blind man sitting on the steps of a building with his hat at his feet.  He held a sign that read, “I am blind, please help.”

Another man walked by and observed that there weren’t many coins in the blind man’s hat.  He scrawled a new sign for the blind man and gave it to him.   Later that afternoon, the man returned and noticed that the blind man’s hat was full of bills and coins.

The blind man recognized the footsteps and asked if he was the man who had re-written his sign and wanted to know what he had written.

The man smiled and responded, “I just wrote your message a little differently.”

The sign read, “It is spring and I am blind.”

I recalled this story after reading a recent research report on ineffective online advertising.  The conclusion?  Bad creative is the culprit.

Your targeting and placement might be dead right.  (The blind man was in the right place, right?)  But if your creative execution stinks, what good is precise, efficient targeting?  You will simply be ignored by all the right people.

According to Dynamic Logic’s Ken Mallon, “it may just be that the digital industry’s love affair with measurement, targeting and technology has caused marketers and shops to take their eye off creative quality.”

So let’s all keep one eye on technology that works and the other on creative that works.

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