The Economist reports on the transformation underway at JWT.
"Advertising has traditionally been run in a sort of a linear way: an agency would find out what consumers thought about a client's product, use that as a basis to develop a campaign to promote the product, and then monitor and evolve the campaign as it proceeded." Now the process has become more "holistic" and account managers need to be "executive producers of ideas"... Creative ideas can emerge from all sorts of places... Download economist.pdf
And, the New York Times reporting on CP+B's win of the VW account:
"Crispin Porter "excels at unconventional approaches," said Kerri Martin, director for brand innovation at Volkswagen of America in Auburn Hills, Mich., because it is "idea-centric versus being advertising-centric." Translation: At Crispin Porter, the concept comes first, then the type of ad."
We are seeing the same transformational pressures inside of Organic, though our challenge is a bit different. We are comfortable with lots of minds working through problems. We are natural systems thinkers. Our challenge... our approach was rigid and conceptual sandbox was small and constrained. Our businesses are becoming very similar quickly.
It is a time that will challenge the planning function to think beyond messages to experience. This is about a narrative system - brand interactions that stretch across time. Core to the solution will be complex campaign plans that describe the unfolding experience.
It will obviously pull the media planning function closer to core ideation process. Creatives will need to become broader cultural thinkers and rely less on the one-liners.
Posted by Troy Young
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Strategists & Planners
Comments (1)
From: dave@fotofeet.com
Sent: 2008-07-30
Subject: IP Licensing inquiry , Organic
I can send pics, packaging, and patents on request. I have rap song too.
Title: Yes
Company: Fotofeet Inc.
Phone: 760-500-5278
Comments:
Hello Executives,
Is the computer personal?
Is the sneaker personal? I venture that they both are personal and today I offer a unique opportunity to join the two together, into an inter-personal odyssey into the world of computer interactivity and knowledge based entertainment advertising. Fotofeet is a buckle system accessory for action footwear that has an adjustable locking member that cradles a dome lens that lets the user interact with computer and printer to wear personal images. How amazing is that? One way to increase sales, brand awareness and longevity is to market to kids. Why not support my project and get behind kids using there computers and printers and champion the next round of advertising directed at kids….FOTOFEET. I think that together we can use this product to educate kids to the marvels of graphic design in a truly profitable and dynamic way. Clients manufacture the product and distribute worldwide, you could put registration numbers on the inside packaging and let kids use that number as a key to unlock a graphic world of whos who in advertising templates and product offers.
Furthermore I would like to extend awareness to childrens causes and donate a portion to deserving charities. Fotofeet is great exposure to an elusive (tweener 8-18) consumer based demographic. Use the computer and printer in a very viral way by getting kids to swap and wear images in so doing create the BUZZ that drives web traffic. I seek to license through Organic because you are the leading edge of digital advertising and know how to deal with massive clients. By bringing younger kids to the computer and teaching them basic camera/printing techniques you may be able to team up with a major printer company on this because it satisfies there objective which is to sell more ink cartridges. Product is fun and has safety benefits for handicapped, disabled, arthritic, elderly, obese, and pregnant woman. These "billboards for the feet" will be resistant to picking up germs like laces do when untied and eliminate any possibility of tripping hazard. I believe people can appreciate any company that focus’s on safety and cleanliness. From a marketing point of view fotofeet is more effective than a t-shirt because unlike the t-shirt the sneaker is worn repeatedly. This, along with the low cost manufacturing, makes it a profit tool and great give away for various positive messages that are given in the classrooms by professional police and firefighters. What a terrific way to get into the hearts and minds of the kids and continued good publicity by coming out on behalf of charity from the get go. A truly NEW product that will get attention and valuable press. The Rap that follows is something I wrote (copyrighted) in an effort to create some energy for the initial release of the web site/product objective.
I’M HERE TO REP REP REPRESENT
THE SILLY SWEET
FOTOFEET
WHERE THE RUBBER HIT THE CONCRETE
CAUSE WHOEVER THAT YOU MEET
YOUR GONNA GREET
WITH WHAT YOU PUT INTO THE SEAT
OF FOTOFEET
ITS A VISUAL BEAT
YOU’LL WANT TO REPEAT
LIKE A CHEAT SHEET
FOR THE MEDIA DISCRETE
WERE GONNA SNAP DEFEAT
THE LACE COMPLETE
AND RENDER OBSOLETE
THE DIRTY TIP IN THE STREET
YO FOTOFEET , SO SWEET
SO FOTOFEET , THE TREAT
WHERE YOU CAN BUCKLE UP THE SNEAKER FLEET
BIG, SMALL, PETITE
INDELIBLE PHEAT
DON’T SWEAT THE TIE IN THE HEAT
EZ TO MAKE ENDS MEET
WHERE THE URBAN ELITE
KEEP IT DRY THROUGH THE RAIN, SNOW. SLEET
THEY GET TO WHERE WHAT THEY DARE
And dare what they wear….. FOTOFEET IS HERE.
FOTOFEET IS HERE
WIT
DOWNLOADS TO SHARE
LET THE SHINY TOPS GLARE
SIT BACK…. PREPARE
TO BE AWARE
STEP INTO MY LAIR
DOT COM FROM THE CHAIR
FOTOFEET AND CHARLEE BEAR
WILL LET YOU WEAR WHAT YOU DARE
PICK UP A PAIR
AND PUT YOUR IMAGE THERE
WATCH THE PEOPLE STARE
IT’S ALL VERY CLEAR
FOTOFEET IS NEAR
DO NOT DESPAIR
NO LACE TO TEAR
THE BUCKLES OUT…
GET YOUR FOOT IN GEAR
FOTOFEET IS WHERE
IF YOU CARE TO GET SQUARE
WITH THE LOVE IN THE AIR
SO CLEAN YOU”LL SHOW UP WITH FLARE
FOTOFEET IS HERE…HERE…HERE
KICKIN LACE AND TAKIN NAMES
Search Google or Youtube "LIL NIQO" from San Diego. He is an 8 year old that can deliver the message. Already working with him on loosening up the song, make it catchier, easy to add copy from your client list. This is cutting edge advertising (not just an innovative and creative accessory item). If you were wondering where the next big idea in advertising and marketing was going to come from search no more.
If you would like to discuss this opportunity please call me.
Surely there is an area within your mission statement that I can be of assistance. I am very flexible and willing to work towards a common interest to help the kids.
Fotofeet Inc.
David Allen Laks
2430 Warmlands Ave.
Vista , CA. 92084
760-500-5278
dave@fotofeet.com
www.fotofeet.com
Posted by David Allen Laks | July 30, 2008 8:38 AM
Posted on July 30, 2008 08:38