aha!

Dieter Rams comincia da Braun come "interpretive manager"

A Conversation with Dieter Rams: “There was no form as yet to the design process”: Design: Collage: Vitra.com:
GT: And then, in 1955, your time came as it were – for in the beginning you weren't appointed as a designer but as an architect.

DR: That's correct. One of my first jobs in the design department was to harmonise the relationship between the designers and the technicians and so build up trust. There was certainly no form to the design process; for example, as yet there were no briefings. Later on we created teams consisting of designers, marketing people and technicians who, from the start, all worked together on a product. Such a framework does have a huge effect on the design process. The design projects then followed the tasks set by each of the individual areas – whether it be hi-fi, body care, health care etc. There was a business director who was at the same level as the technical director and the design director. Thank goodness I was the only one who reported directly to the chairman of the board. This gave me a boost.
via Ed Cotton/Past&Vinegar

La stessa divisione dei compiti o meglio lo stesso mettere insieme di funzioni si deve applicare alla creazione della communincazione.

Technorati Tags: collaboration, interpretive manager, briefing

This is ridiculous!

Here's the "briefing" for Peperami morcels. I have only one question and it regards this part of the "briefing":

"now that I know about Peperami Bites, I can see that they’d be great to have in the fridge waiting for me to steal a few and nibble on while I watch TV."

Kids nibbling hot sausage morcels in front of the telly ? What about kid's health ?

"1.What Is Peperami?
Peperami is a meat snack brand in the UK. So far the product range consists of individually wrapped, hand held pork salamis:
• * 100% high quality pork salami made by the masters of salami in Bavaria.
• * Naturally wood smoked, fermented dried sausage
• * Range of flavours: Original (peppery), BBQ, Hot and Firestick (very hot!)
The product is eaten by school kids and young adults, who take them as a snack at lunchtime or to keep them going between meals. While the product is serious, the brand is anything but. The famous slogan: “Peperami, it’s a bit of an animal” says it all! Above all, Peperami is the meatiest snack you can get your hands on.
2. The Brand Mascot: The Animal
The embodiment of Peperami is the character created for the advertising back in the 1990’s, whom we call The Animal:
• * He’s a masochist, taking great pleasure in being eaten, ripped apart or chopped up.
• * He’s uninhibited, unapologetic and unexpected.
• * His humour is a bit wrong, far from politically correct.
• * He’s a champion of carnivores.
• * He’s a central part of any Peparami campaign.
Learn more about The Animal and see some of his ‘best bits’ by checking out the creative below and visiting the ‘Peparami Meat Retreat’.
.



3. The Challenge
We’re launching a new type of Peperami snack - Peperami Bites (name to be confirmed) - which are bite sized dried sausages that you keep in the fridge. You can nibble on them when you fancy or share with your friends. There will be 10-15 little sausages in each bag and we’ll have the following flavours available: Original, BBQ and Hot.
We need an advert that will make this new type of Peperami famous and entice people to buy it and try it.
4. Advertising Objectives
• * Make new Peperami Bites famous.
• * Encourage people to try them.
5. Who Is The Target Audience?
Kids looking for something to nibble on with a big taste hit when they come home from school.
What do the target audience think and do now?
Think: “Peperami is a long, thin, spicy sausage I have at school in my lunchbox, I haven’t thought of it in any other way.”
Do: come home peckish and raid the fridge and cupboard for other snacks (crisps, biscuits, chocolates etc.), The kids need to convince Mum that Peparami is a satisfying and convenient snack.
What would we like them to think and do in response to the advertising?
Think: now that I know about Peperami Bites, I can see that they’d be great to have in the fridge waiting for me to steal a few and nibble on while I watch TV.
Do: ask Mum to buy them. Use them as a tasty filler while they wait for the evening meal to be served.
What is most likely to achieve this change?
Attention: a typical Peperami ad that grabs them by the horns and entertains.
Branding: unmistakably Peperami in execution with the “bit of an animal” theme.
Communication: New Peperami Bites - try them!
Reasons to believe
• * It’s Peperami, the brand you know and admire.
• * It’s a bit of an animal: a substantial chew and a taste with real bite.
• * It’s the perfect meat snack: easy, tasty and filling.
6. List The Practical Considerations For Execution
Mandatory:
• * Your Ideas must include ‘The Animal’ to promote the launch of Peparami Bites.
• * Your Ideas must include at least one concept executed through a television ad and/ or a print ad.
• * You may submit Ideas for any medium (digital, event, ambient etc) over and above a print and/or TV execution.
Guidelines for successful submissions:
‘Campaignable’ Ideas that can work across multiple mediums will be given preference. To this end please try to demonstrate how your Idea is campaignable
A TV concept must include a script for a 30 second ad. Below is a template and examples of scripts and storyboards from past campaigns that you can use as guidance.
TV Script Template
Peperami 'BBQ' Storyboard
Peperami 'Wimp' Storyboard
Peperami 'BBQ Script
Peperami 'Wimp' Script
A Print concept must include a mock up of the visual execution.
The better you explain your Idea the easier it is for us to understand and buy. So please use visuals, video and any other interesting stimulus you can to bring your Ideas to life. Finally, remember you don't have to be an artist or a professional to show off your Idea - just explain it to us as best you can. Rubbish drawings are fine and will make us laugh.
7. An Important Note On The Bounty:
For this brief the Bounty of $10,000 can be awarded as follows: Full $10,000 rewarded to a single campaign concept that demonstrates a winning TV and Print Idea OR $5000 to the winning TV concept and $5000 to the winning Print concept. Optional $5000 for unexpected brilliance."

Technorati Tags: collaboration, interpretive manager

Che la conversazione cominci!

FT.com / Comment / Analysis - Out of the box:
Long-established agencies are floundering in a sea of social media, viral marketing, behavioural targeting and three-dimensional “augmented reality”. They are reacting to these buzzwords, not coining them. And their businesses, little changed since Draper’s day, are ill-equipped to cope. “In the old world, agencies were way out in front of clients,” Mary Beth West, chief marketing officer at Kraft Foods, said in a panel debate in Cannes. “Now ... clients are ahead of the agencies – and the consumer is ahead of all of us.”

Economic pressures are making change in the marketing business more urgent, according to Jim Stengel, who as chief marketing officer of Procter & Gamble until last year was the industry’s biggest single client, before leaving to establish his own consultancy. As marketing budgets are increasingly spent on “service and utility and help for customers”, a smaller slice of the pie may be left for what agencies have traditionally done. “What was already a volatile and changing situation is just accelerating,” says Mr Stengel. However, he adds: “In the long term, it’s positive because I think it has opened people’s minds up to different ideas and models, and to taking more risks.”

"Ci faccia tre proposte": neanche per idea!

La maggior parte, ma che dico, la quasi totalità degli utenti pubblicitari chiede all'agenzia (se va bene è una!) di fare tre proposte. A questa richiesta la maggiore parte, ma che dico, la quasi totalità delle agenzie risponde: possiamo fare sei ?

Questo approccio inutilmente ridondante e di scarsa produttività viene poi regolarmente approfondito dentro alle agenzie creando gruppi di creativi che in concorrenza fra di loro fanno proposte; possibilmente per ieri.

Il risultato consiste in proposte poco fondato sulla realtà aziendale e di mercato ma molto su idee gratuite (magari lo fossero).

Se invece ci fosse collaborazione fra cliente e agenzia e anche dentro l'agenzia i risultati, anche per l'economia del paese, sarebbero migliori.

E per questo che peroro la causa dell'interpretive manager.

Il protocollo dei cinque passaggi di redesign che subisce un semplice annuncio su twitter che ci fa Jakob Nielsen nella sua ultima Alertbox sono un buon esempio:

Twitter Postings: Iterative Design (Jakob Nielsen's Alertbox):
We made a timeline message more punchy, credible, and viral through 5 rounds of redesign.

Technorati Tags: collaboration, interpretive manager, redesign round, puppy

Internet ha creato un eccesso massiccio di attenzione.

Attenzione che adesso manca per la pubblicità normale (quel poco che era rimasta).

Infatti la stragrande maggioranza dei creativi (per non parlare del resto del comparto) continua, perché così ha imparato, a usare l'approccio dirompente anziché quello consensuale.

Seth's Blog: The massive attention surplus:

There was an attention drought for the longest time. Marketers paid a fortune for TV ads (and in fact, network ads sold out months in advance) because it was so difficult to find enough attention. Ads worked, so the more ads you bought, the more money you made, thus marketers took all they could get.

This attention shortage drove our economy.

The internet has done something wacky to this situation. It has created a surplus of attention. Ads go unsold. People are spending hours on YouTube or Twitter or Facebook or other sites and not spending their attention on ads, because the ads are either absent or not worth watching.

When people talk about the problem with free online, they're missing the point. Free is creating lots of attention, but marketers haven't gotten smart enough to do something profitable with that attention.

Hint: funny commercials with chimps won't be the answer.

Technorati Tags: disruption vs consensus

Mai sfogliata la CI di una paese ?

Il momento giusto per partire con il lancio di un olio extravergine online ?

Dico di si. Consumatori più esigenti sono aperti per nuove proposte.