something about a late call

i know i'm not your first



to show you this campaign, by draft fcb new new york. so cool.

something about inspiration

inspired by the fedex logo?



the original,



and best?

something about pride not prejudice

not particularly interested in going there. actually, i would probably reject the suggestion quite instantly - no specific reason, i just think prague have other interesting places to visit.

something about an effect (updated)

being an outsider, i love the irony. yet, if obama would have been the prospect, i wouldn't have posted this ad.

come to think about, it wouldn't make any sense at all. my bad.

something about an abbreviation

don't ask me why, but i love the word abbreviation. ironically, i don't like using abbreviations, in fact, i detest to handle them - dot here, dot there, dot nowhere. the sexiness of the word thus lies in the pronunciation, the meaning, and the spelling itself. i will continue to at least try to exclude abbreviations from my writing, but i will continue to embrace the sexiness of the word. but i can account for one abbreviation with an immense impact, because the ad below represents copywriting with an almost perfect precision. thank you calle lewenhaupt, thank you for providing hope of sexy abbreviations.

something about an interlace

busy times still to come. to share with you some of my stories, i though instead i may share an article with you that I wrote recently, which received good feedback from an experienced lecturer. pretty straightforward and uncomplicated, but obviously the points came across. never mind the block letters. hope you enjoy it.

Measurement tactics should match the campaign’s objectives

The great measurement debate primarily involves three main components - the client, the media agencies, and digital media companies. The discussion wanders around how clients most effectively can measure the actions that are driven as a result of their communications.

The first and foremost important thing to consider for clients when they want to measure the effectiveness of a campaign is to set clear objectives of what they actually want to measure, which obviously could include sales, talkability and brand awareness among some. Objectives should hence depend on the nature of the clients business. Thus, if it is direct business to consumer-campaign, one might suggest that it becomes easier to rely on real-time measurement tools that can indicate sales and primary contact points simultaneously. While as for another company who are distributing and promoting their product(s) through a third party (retailer), the post-research objectives might be set to prioritise other factors - increasing sales is not always a campaigns core goal.

When setting its post-analytical objectives, the client should also naturally decide on how much money they are willing to allocate for such errand - using a full-blown econometric modelling approach, hence using a real-time AND post-analytical method for an integrated marketing campaign can be very costly for a smaller business. Digital media companies offer cost- and time efficient tools for immediate results but lacks the holistic approach that a media agency can offer.
A more thorough analysis of the campaign’s results including reach, distribution, media frequency, revenue targets and brand awareness etc. might hence match the clients post-research objectives better, but again, how much time (delay) and money is the client willing to spend?

A great debate example raised by one of the class members was RAC’s car insurance. Sure that one campaign-objective could be to sell more car insurance, which then, in the short-term, immediately can be translated into sales - RAC is a B2C company with no middlemen, hence they could benefit from the digital ‘tool box’-alternative when they perform their post-campaign analysis.
But another objective for RAC is evidently to build brand awareness amongst drivers (and others), not just current drivers but future ones as well who might purchase their insurance when they become car owners - perhaps later today or in five years, maybe more. How can you then accurately measure whether the campaign worked or not? For that matter, RAC need to utilise a more holistic (and delayed) measurement plan to receive valuable information about the campaign’s impact.

A company’s economic resources and the campaign’s objectives are hence fundamental components that will decide the impact of the measurement.

something about courage

i can't pretend i'm in the mood for writing anything in particular - my university schedule is pretty uptight so to speak. but besides assignments, i have an urge to fill up my daily quota of communication-errands off the record. yesterday i wrote a report on the increasing value of word of mouth, so subsequently i will not even go there at this moment. instead i'll just leave you all with an interesting piece of copy.

ddb stockholm is of course the agency behind this brave idea. i doubt that this ad was even published even though the payoff is empathic.

something about another viral while i'm on it

seems i can't get enough of virals this week. well, truth to be told they came somehow related. this one is for quicksilver, and i have to honor saatchi denmark's creativity and cutting edge approach so to speak. virals indeed are an exciting alternative to get massages across, as they can, in this case, perfectly interact with the lifestyle and behavior of its particular target audience. enough said, here it goes.

something about another viral

marc ecko advocate freedom of expression. no shit.

by droga5



read more @ http://www.stillfree.com/

something about a temper

virals can be quite entertaining.