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    Food for thought

    « New reader | Main | More evidence about the failure of TV commericals »

    April 06, 2008

    Comments

    Duncan

    Spot on

    Mikej

    I think that the role of planners was always to find an emotional territory that a product / brand could play in. The truth now is finding that emotional playground is no longer just to create a message you are trying to portray in an ad. Its the way a brand behaves and this is where you are seeing the fusion of account planners and comms / connection planning. You are also seeing more planners move into product / service development as well as a way to communicate the brands emotional . This 'environment' as you have put it is still the same as previously. Its just we have expanded our executional options. Why cant we make a new product service ...like anomoly has.... or address technology /service ... like R/GA and Nikeplus. This is how a brand behaves.... but the strategy and insight is still the same as planners did to make ads....we just need to expand the context to other areas than writing another ad. If I ever get my act together. I will post a few slides on this on slideshare. Thanks for the great post gareth

    tom martin

    Great post. Totally agree that far too often we are guilty of finding an execution that works and then attempting to copy it -- usually with lackluster results.

    However, I do think that if the idea IS the execution -- then there is the ability to extend a single executional approach to keep a message alive and well.

    For instance, this campaign uses "spoken word" as both the idea and the execution.

    http://tommartin.typepad.com/positive_disruption/2008/02/best-spot-that.html

    Which allows the campaign to "have legs" without losing power from one execution to the next.

    NOTE: the agency I work for produced, so I may be biased here.

    The point is, with Cadbury -- the only tie from one execution to the next is the use of music. There is no tie from gorilla to cars... but then I'd agree that had they simply picked another animal, still wouldn't have been as good. Gorilla was a one trick pony kind of execution. Cadbury would have done well to acknowledge that and sent their creative teams to create other forms of "joy."

    Katy

    Great post. I think the Truth campaign, coupled with increased government regulation, has made smoking somewhat shameful. Dirty looks are much more powerful then repeating the health risks smoking causes (which everyone already knows anyway).

    Tom O'Brien

    Hi Gareth:

    This post made me think of some work we have recently done on an anti-meth campaign. It started with MotiveQuest gathering all the meth related online conversations and analyzing it to understand what the core motivations and drivers around meth use. This understanding was used to "inform" what the planners did with the campaign. Take a look:

    http://menotmeth.org

    TO'B

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