Ad agencies can feel pretty helpless when it comes to prospecting. Cold calling doesn’t work. Email marketing is like shooting fish in the wrong barrel. So agencies just pray they’re invited to a pitch by a brand or pitch consultant. But there’s another way. A way that puts the power back into the agency’s hands. The odds of success are still pretty low, but they’re better than cold calls or emails. I call it the “Marketing Crimes” prospecting approach.
Read MoreYesterday, I wrote about the wonderful holiday spot from Macy’s called “Hey, Santa” (click here to check that out). Broke down exactly why I love it creatively and strategically. And going to do the same thing below for another holiday gem. This time from Chevrolet. Let’s just say this one is quite memorable.
Read MoreI’ve chosen three to analyze creatively and strategically for you over the coming week. One from Apple, one from Chevrolet, and one from Macy’s. All three wisely position their products or services as enablers of something much bigger than we’d expect. Bigger and warmer and fuzzier and magical, of course. Today, I bring you a gem from Macy’s.
Read MoreOur mission with this blog is to spot great advertising ideas and analyze them. But sometimes it helps to point out the weakest ads in order to appreciate the great ones. Today I give you Pepsi, one of the more frustrating advertisers of all time, imho. They so rarely say anything interesting. The recent spot below is no different. Just more “empty can” advertising. Have a look and I’ll break down why it’s so broken.
Read MoreHere’s an idea. No, not just an idea, but a challenge to brands. How about rewarding years of loyalty from your customers by NOT advertising for a year, applying that saved money to the cost of goods, and making your products more affordable during this inflation crisis?
Read MoreI don’t often cry during a TV spot. But I did during Chevy’s new “Holiday Ride” TV spot and longer-form short film. The story is wonderful and timely for the holidays, but the spot “does holiday” exceptionally well by showing and not telling, and by making the Chevy product the hero. First, check out the short film, it’s only 4:00 long.
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