Advertising, I say
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Advertising, I say
A writer's eye-view of the ad biz and more
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Rescooped by Karen Goldfarb Copywriter from AdJourney - Marketing & Advertising Journey
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A Fresh New Ad Medium: Laser-Etching Copy on Slabs of Raw Meat

A Fresh New Ad Medium: Laser-Etching Copy on Slabs of Raw Meat | Advertising, I say | Scoop.it

Thanks to designer Ivy Hu, ambitious agencies now have the option of using lasers to etch copy on slabs of raw meat. Is there anything lasers can't do?


Via Oscar Beltran
Karen Goldfarb Copywriter's insight:

I'll take my display ad medium raw, with a side of Dijon mustard, please. 

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Karen Goldfarb Copywriter's comment, October 1, 2013 1:57 PM
Wow, I'm not sure even how to respond to this.
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Coke Apologizes For 'You Retard' Bottle Cap Promotion

Coke Apologizes For 'You Retard' Bottle Cap Promotion | Advertising, I say | Scoop.it
Coca-Cola is in a bit of hot water over a bilingual promotion in Canada which resulted in
Karen Goldfarb Copywriter's insight:

Translation never fails to fail at some point.

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Now THAT'S How You Do Advertising: Nivea Reinvents the Print Ad

Now THAT'S How You Do Advertising: Nivea Reinvents the Print Ad | Advertising, I say | Scoop.it
Learn how Nivea created an innovative inbound marketing campaign -- all through a print ad.
Karen Goldfarb Copywriter's insight:

A print ad that charges your cellphone. Nice tie-in between sun protection and staying on the beach longer.

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Kill your darlings

Kill your darlings | Advertising, I say | Scoop.it
  We writers know what it means to kill our darlings.
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Douglas Eby's curator insight, September 27, 2013 4:26 PM

Her first book, Writing Down the Bones: Freeing the Writer Within, has sold more than a million copies in ten languages. In an interview, Natalie Goldberg talked about writing to access your energy and creative intuition : Natalie Goldberg on letting your inner creator have a say http://theinnerwriter.com/175/natalie-goldberg-on-letting-your-inner-creator-have-a-say/

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Taglines Are Bygone Marketing Relics | Adweek

Taglines Are Bygone Marketing Relics | Adweek | Advertising, I say | Scoop.it
The death of the tagline may be overstating the situation, but there’s a growing school of thought that considers taglines as bygone marketing relics. There’s certainly evidence that taglines have diminished in importance.
Karen Goldfarb Copywriter's insight:

"...the way we use taglines should shift from making declarative statements. In the ’70s, American Express warned “Don’t leave home without it,” and in the ’90s, Nike challenged us to “Just do it.” But now, as cultural power shifts from corporations to consumers, it no longer seems appropriate for brands to be issuing imperatives.

In fact, Nike’s vp of digital sport, Stefan Olander, recently said that the relationship between his company and customers has changed so much that Nike’s legendary tagline almost no longer applies: “People now demand us not to say, ‘Just do it.’ They say, ‘Help me just do it.’”

 

It's an interesting perspective. I'd argue the other end of the spectrum, however. The article states that "an effective tagline helps a brand stand out in the customer’s mind. As such, taglines work when a brand’s differentiation is derived from a product attribute." With so many companies today choosing names that don't convey anything about what they do, or even confuse the issue, a tagline could be a necessary tool. 

 

For example, one of my recent client's competitors is a loyalty program called Belly. Is it just for food and restaurants? Fitness? No. I created a tagline for my client even though it wasn't on their to-do list because I thought it would help quickly define what they're about, and they said their target audience, small businesses, don't necessarily understand how loyalty programs work or could work for them. Boom! Product attribute = tagline.

 

I think the issue is more that many new brands simply aren't familiar with when to use a tagline and how it could help them.

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The End of Traditional Ad Agencies

The End of Traditional Ad Agencies | Advertising, I say | Scoop.it
Open innovation is changing the economics of advertising.

 

Much like newspapers, conventional advertising agencies are becoming irrelevant. When one person with a wireless connection can be an agency, a media company, or even a manufacturer, traditional advertising organizations have to change their culture, processes, structure, talent policies, resources, and even their business and revenue models in order to embrace the power of open systems being fueled by digital connectivity. The old agency businesses may still have time to correct their course, but they must start now.

 

The radical democratization of business over the last decade created by open innovation, crowdsourcing, and co-creation is transforming how advertising organizations work. Victors and Spoils (V&S), where John is CEO, for example, wanted to land the Harley Davidson account after the motorcycle maker split with its long-time agency. But instead of going through the typical pitch process, the V&S team created a brief and posted it to its crowd of 7,200 creatives and strategists — made up of freelancers, moonlighters from other agencies, and brand and advertising enthusiasts all opting to work in a new open model. Six hundred ideas flooded in, John tweeted Harley CMO Mark-Hans Richer about what V&S was up to, and Richer tweeted back "go for it." V&S ultimately presented 65 of the ideas to Richer and landed the account. Whit Hiller, a Vespa dealer in Lexington, Kentucky, came up with the theme of "No Cages" and it continues to be Harley's brand anthem two years later.

 

As part of the crowdsourcing effort, V&S created Fan Machine, an app that turns a brand's social media platform into a virtual creative department, making fans central to the advertising process. Harley helped V&S launch Fan Machine by enlisting its fans to develop a new campaign. The app is one part ideation engine, one part social media platform, and one part ad agency. Harley used Fan Machine to communicate the idea-submission process to fans, describe awards and deadlines, and push a brief live. Then, fans got busy submitting ideas, voting them up or down, and sharing their own entries with their friends. Meanwhile, V&S tracked the brief, moderated the entries, collected fan data, and reported it back to Harley. Two-hundred-twenty-two ideas and 8,193 votes later, a concept from Harold Chase, a Harley fan from Tukwila, Washington, rose to the top. Harley fans loved it, the client loved it, and V&S crafted and produced it. The resulting "Stereotypical Harley" campaign was conceived by and for Harley fans and launched via twitter.

 

In another crowdsourcing venture, V&S helped Smartwool create fan-based advertising through a social media app that invites the firm's fans to upload images of themselves "Stripping to their Smartwool" to Facebook. The brand makes these fans into stars by using their images in Smartwool's advertising. Taking the campaign further, V&S has turned Smartwool's fans into field-testers who not only star in the advertising but also help the brand in its product innovation process. Typically, outdoor companies use professional athletes as field testers to help them not only test their products but also help innovate. Using real customers and fans makes more sense as they're actually buying and using the products.

 

While open innovation platforms in advertising lend themselves to creative work, they're also being tapped in the production phase of the business. MoFilm, Poptent, and Tongal, for example, focus on video production for television and web films. In every part of the industry, the open innovation model is changing the economics of advertising by switching significant fixed costs to variable costs and sourcing creative from more relevant and, many times, lower cost sources.

 

Each open innovation agency (and there are many) has its own revenue model, but common to all of them is the basic proposition of expanding the agency's capabilities by tapping the wisdom of a global self-selected crowd of creatives, strategists, and fans. In his research on InnoCentive, the first global Internet-based platform designed to match problems with creative problem-solvers, Harvard Business School professor Karim Lakhani observed that the further a problem was from the solvers' field of expertise, the more likely they were to solve it. Since few companies have the resources to hire the diverse disciplinary expertise found in open innovation networks, agencies will have to tap these networks if they hope to compete on creative output.

 

They'll also need these networks in order to compete on cost: The open innovation model can shave time and expense off the old ad development cycle. V&S begins a client engagement by inviting its crowd to help define the brand's problem — sometimes using the brand's own community of fans. This "defining" is the same thing that traditional agencies do, but the process is virtual, larger scale, and often both faster and more likely to produce relevant insights. During the creative development process fans can provide feedback early in the process, during pre-production, saving a lot of time and money compared to the old cycle of campaign, test, refine, and so on. When one of ten ideas catches fire, then the V&S core group of professionals, who are also from the open innovation pool, work with the new input and insights to deliver the final product.

 

For ad agencies to survive the shift to open systems they must not think of it as an innovation but as a transformation. As we're still in the experimentation phase, we need fearless clients, managers, and organizations. Agencies must rethink their business models and go from being place-based organizations that sell employees' time to creating a new operating system that harnesses the creativity that's all around them.

 


Via InsideDigital.org
Karen Goldfarb Copywriter's insight:

My first creative director used to say "a good idea doesn't care who has it." Crowdsourcing certainly takes that to the nth degree. I'm all for good ideas. But I'm also for compensating those who are trying to create them, even if they aren't the "winners."

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Conformity and creativity | TalentDevelop

Conformity and creativity | TalentDevelop | Advertising, I say | Scoop.it

"The worship of convention will never lead to astonishment." Tama J. Kieves

 

Many artists and creative leaders in various fields are unconventional, embracing unique thinking, following their own path. Not conforming.


Via Douglas Eby
Karen Goldfarb Copywriter's insight:

"If you spend too much time being like everybody else, you decrease your chances of coming up with something different." Ain't that the truth...

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Carol Sanford's curator insight, September 3, 2013 11:48 AM

Love this quote. That is the philosophy of The Responsible Entrepreneur Institute. Revealing uniqueness, we think it is Essence, is the foundation of all great businesses, products, campaigns, worker contribution and happy lives. www.ResponsibleTrep.com Get Your Essence On!

David Hain's curator insight, September 4, 2013 2:54 AM

Great quote, excellent short article with good links!

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Why Creating An App For Your Business Is Essential

Why Creating An App For Your Business Is Essential | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

Not sure I entirely agree with the "essential" aspect of this article but it makes some interesting points. Such as it can be a great way to get more sales. Having an app can reinforce your social media presence. Apps encourage sharing (if they're good). And having an app is a good way to reach a wide audience in a more cost effective way than other forms of advertising.

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When and How Should You Hire an Ad Agency?

When and How Should You Hire an Ad Agency? | Advertising, I say | Scoop.it
9 Tipoffs that it's time to think about an ad agency, plus how you go about choosing one. Is your marketing overwhelming you? Erratic? Not working?
Karen Goldfarb Copywriter's insight:

"You're eager to have creative professionals generate fresh, new ideas for your advertising" is my favorite. 

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Learn By Doing: Freelancers and Entrepreneurs Can Heal Our Youth Unemployment Crisis

Learn By Doing: Freelancers and Entrepreneurs Can Heal Our Youth Unemployment Crisis | Advertising, I say | Scoop.it
Connor Lee graduated from high school in 2012 and is working alongside the founder of one of the NYC’s hottest start-ups, Betterment.
Karen Goldfarb Copywriter's insight:

Enstitute, which pairs graduating high school students with entrepreneurs for a two-year internship, basis its model on a German program. In Germany, unemployment among 18- to 24-year-olds is 7.8%, whereas in the US, it's 16.1% and growing.

 

I've long said that we need to bring apprenticeships back. Entrepreneurs and freelancers need the help and new graduates need the experience. Plus everyone benefits by being taught how to be entrepreneurial today. You need to "run your own shop," even if you have a full-time job, meaning measure your own performance and be accountable to yourself. 

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Bottoms up: why writers drink

Bottoms up: why writers drink | Advertising, I say | Scoop.it
Something cloudy, something clear The Trip to Echo Spring: Why Writers Drink. By Olivia Laing. Canongate; 340 pages; £20. To be published in America in December by...
Karen Goldfarb Copywriter's insight:

I'm not a writer that typically drinks that much. Of course, I'm not Raymond Carver either.

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Your Company Is Only as Good as Your Writing

Your Company Is Only as Good as Your Writing | Advertising, I say | Scoop.it
Good writing: Businesses claim to practice it, support it, and value it. But more often than not, their money isn't where their mouth is. Poor grammar and jargon-riddled writing are rampant.
Karen Goldfarb Copywriter's insight:

"Writing is a tricky balancing act, juggling dozens of nebulous constraints. Writers have to think about audience, and about style, and about tone — factors that are hard to anchor down. In business, writing is inextricably tied to company identity: writers have to think about what a company stands for, where it's going, and how that company should be presented to the public. Difficult considerations." So true. And marketing writers do it all while trying to move the customer to take action, maybe even buy something.

 
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Copywriters: The Infographic

Copywriters: The Infographic | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

I think the Comm Arts 12% rate should be higher. 

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Living the Creative Life

Living the Creative Life | Advertising, I say | Scoop.it

By Eric Maisel, PhD

People often ask me how they can become more creative. By this they mean many different things; even if they meant just one thing, there would still be many different kinds of answers. For one person, the answer might be "worry less." For another person, the answer might be "grow wilder." For a third, it might be "be braver." For a fourth, it might be "somehow find the time."

But whatever else you might need to do, one thing that will help you grow more creative is consciously engaging in new explorations.


Via Douglas Eby
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Roy R. Gomez's comment, October 9, 2013 8:15 PM
Skim This or Die
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Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward

Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward | Advertising, I say | Scoop.it
In the latest in his series on neuroscience and marketing Douglas Van Praet argues that humans are driven by movement and memory and the best brands...
Karen Goldfarb Copywriter's insight:

"...as Hunter Gatherers for many millennia, we traveled nearly 12 miles a day in search of food. Our brains remain designed to do things not watch things." Newer research shows that behavior precedes changes in attitudes and feelings, which means it behooves brands to try to influence behavior early. 

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5 Traits of a 21st Century David Ogilvy - Budding Culture

5 Traits of a 21st Century David Ogilvy - Budding Culture | Advertising, I say | Scoop.it
David Ogilvy is widely regarded as a renaissance adman. He appreciated strategy, understood the power of creativity andContinue Reading
Karen Goldfarb Copywriter's insight:

I love #3: Value the 'Unsexy' Interactions as it's about direct marketing. Then they go on to describe social media posts, keywords and display advertising as part of the mix. Unsexy, maybe. Effective, definitely.

 

Also #5: Inbound Marketing. Put stuff out there and let them come to you. It works for big brands, small brands, solopreneurs and everyone in-between.

 

Lastly, I'd add a #6: Chew on a Pipe. That's still in fashion, right?

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25 Top Blogs Agencies should be Reading - WorkflowMax Blog

25 Top Blogs Agencies should be Reading - WorkflowMax Blog | Advertising, I say | Scoop.it
Agency blogs can be a great source of ideas and inspiration. We've compiled this handy list of 25 of the best blogs in the industry.
Karen Goldfarb Copywriter's insight:

The first part of the list is blogs that agencies should read. The second is agency blogs. 

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Why Companies Need a Head of Content Strategy, Creation and Distribution

Why Companies Need a Head of Content Strategy, Creation and Distribution | Advertising, I say | Scoop.it
Content is marketing, we all know that. But marketing is also content.
Karen Goldfarb Copywriter's insight:

Interesting point of view to think about all published materials as content. Even your social media policy.

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The Next Great Advertising Blip Is Just Around the Corner

The Next Great Advertising Blip Is Just Around the Corner | Advertising, I say | Scoop.it
despite all the gloom about the future of the agency, a new blip is emerging -- an opening to use technology to reach mass audiences at an intimate level.
Karen Goldfarb Copywriter's insight:

If you're like most customers today, you do business and personal tasks on a desktop computer, smartphone, tablet, and still watch TV, which is probably/possibly a DVR. You may even have Internet radio in your car, which you drive around town, getting exposed to billboards, bus shelters and other forms of outdoor advertising. And some day soon, your home appliances may be computerized. You've got at least one email account, probably more than one. And you're on some social networks, such as Facebook, Twitter, Pinterest, LinkedIn, YouTube and Flickr. We agency people have to consider all that when thinking about the best way to reach you. So it pays to understand those technologies better from a tech standpoint to know what they're capable of, how they may best be used solely and together, and how users use them.

 

All that said, my reaction to this article, and many others like it, is that if we want to be better at this complex world in which customers roam, we have to simplify the language we're using. Terms like "intimate marketing, at scale" and "integrated user experience" tend to dehumanize what we're talking about and make it harder to understand, not easier. I've seen them so many times now that I quickly translate them in my head, but quickly isn't the same as instant comprehension. That's not good in an ad, and it's not good in the thinking behind the industry either.

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The Competitive Advantage of Trustability

The Competitive Advantage of Trustability | Advertising, I say | Scoop.it
A few months ago I was due to fly from Jacksonville to New York on JetBlue. The flight experienced some mechanical problems before takeoff and ended up almost six hours late. Everyone was terribly
Karen Goldfarb Copywriter's insight:

"Why sould any company protect its customers' financial interests proactively, even when its competitors do not, and it costs real money to do so?" Because it's a customer-centric business, and that's the real competitive advantage.

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The end of whitepapers? 2013 B2B content marketing survey results

The end of whitepapers? 2013 B2B content marketing survey results | Advertising, I say | Scoop.it
The stoic whitepaper is dying a losing favour as an effective format for communicating messages to BSB audiences. At least, that’s according to insights from a survey of B2B content marketing methods.
Karen Goldfarb Copywriter's insight:

Where white papers fade, content marketing takes over, leaving marketers battling time and variety as they struggle to keep up with demands for content.

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The Big Marketing Activity Coloring Book--Fun For All

The Big Marketing Activity Coloring Book--Fun For All | Advertising, I say | Scoop.it
Download this awesomely entertaining marketing activity book and have fun doing our Email Marketing Word Find, Dress up a Marketer, Revenue Cycle Maze, Thought Leader Book Match Up, Content Marketing Crossword, and so much more!

Via Karen Dietz
Karen Goldfarb Copywriter's insight:

Well, that takes care of my weekend...

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JettRay's comment, August 4, 2013 11:38 AM
I shared it, as well. There is always great content to share from Karen Dietz! Thanks Karen!!
Tony Gough's curator insight, August 5, 2013 6:16 AM

A little bit of marketing fun!

Alison D. Gilbert's curator insight, August 5, 2013 9:44 PM

Let's have some social media fun.

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The Worst Portfolio Ever

The Worst Portfolio Ever | Advertising, I say | Scoop.it
This is how to not get hired as a designer
Karen Goldfarb Copywriter's insight:

A portfolio in which you talk all around your skills without actually showing your skills.

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Improve Creativity and intelligence by

Improve Creativity and intelligence by | Advertising, I say | Scoop.it
Increase the diversity of your information input...Increase the diversity of transformation...Increase the diversity of output...Improve the condition of your physical support system...
Karen Goldfarb Copywriter's insight:

The topic of increasing creativity is in the air today. Again, I add my favorite quote: "The best lack all conviction while the worst are filled with passionate intensity." William Butler Yeats. 

 

Don't let your doubts hinder you. Just plug away. 

 

Also remember what Ira Glass, host of This American Life, said. (I'm paraphrasing.) The first couple of years you make stuff, it's not as good as your taste in others' stuff is. Most people quit here and that's a big mistake. Don't quit. Work through it.

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