Animation brings a fresh look to Lewis’ latest broadcast efforts for longtime partner Vanderbilt Medical Center. The spots—for Vanderbilt Sleep Center and Vanderbilt Sports Medicine—were written by Kathy Oldham and Carey Moore and art directed and designed by Nessim Higson and ACD Roy Burns.
Crowdsourcing. All you have to do is utter the word around creative people and you’ll watch a room quickly divide into proponents and naysayers.
Critics love to point at examples like Crispin Porter + Bogusky’s Brammo logo project, in which hundreds of designers slaved for a mere $1000. Some designers will tell you that it devalues their thinking; all you have to do is search for the #nospec tag on Twitter to see hundreds of comments opposed to crowdsourcing and specifically to the Brammo contest. (It goes without saying that Bogusky got far more than a thousand bucks worth of buzz out of the competition.)
Another hotbed for discussion of the crowdsourcing movement has been Edward Boches’ blog, where you’ll find more than a few of my comments on the subject as well.
But let’s put aside the debate over crowdsourcing as a source of cheap labor. Let me offer you a better example. One that I think is more pure, more joyful — and in my opinion more promising, as a place where the crowdsourcing movement can lead.
One of my favorite musicians in the world is a singer songwriter out of Austin, Texas named Darden Smith. Check him out. To me, the songs he writes feel like Austin: smart, simple, contemporary, yet firmly rooted in the Texas tradition.
But as much as he enjoys recording CDs and touring the US and UK, Darden gets his greatest joy these days out of something else. It’s a program he created in 2003, called Be An Artist. Professional musicians go into the schools, work with the kids, and before the end of the day, the kids have written a song together. And to hear Darden tell it, sometimes they’re pretty darn good.
But what’s important isn’t the song that results. (Although if you want to check out a few of the songs from Darden Smith’s Be An Artist project, click here.) Is a class full of 2nd graders going to write a better song than a perennial Grammy-winning songwriter team? Um, not every time. And probably, not as often.
But that isn’t the point.
To quote Darden: “Everyone is an artist at something. Everyone is creative. Art surrounds us, from the clothes we wear, the car we ride in, to the music we listen to and the buildings we live in. There’s no escaping it! The Big Three: attention, intention, & the love of doing something. If you have those ingredients, you’re making art.”
Smith isn’t crowdsourcing songs in search of a chartbusting hit. He writes pretty damn fine songs already, thank you.
His motivation lies not in the song that results that afternoon, but in what they’re really creating: a generation of kids more interested in the arts, and more confident in themselves as creative people.
It’s all about the engagement.
We’ve all seen it by now. You’re searching for Steve Madden boots or your favorite restaurant, and not only are you given choices in the main search results — you also get several ads that are associated with what you’re looking for.
Many times those ads directly relate to your search, but every now and then, you may notice an ad that doesn’t match up.
Is this an accident or a competitor’s strategic advertising ploy? It could be either, but search advertisers often bid on their competitor’s names in hopes that someone will click on their ad instead. They also look at this as a way drive brand recognition since people may start to associate their search with the competitor’s name.
Great idea, right? Well, actually no.
For starters, most people who search for something want to get results for that exact brand or product. They usually won’t click on a link for something different.
As a result, your search campaign will have a very low click through rate and Google (or other search engines) will flag your ad as being irrelevant to the terms you’re buying. Upon this realization, the search engine will require that you bid more and more on these terms.
In addition to lower click through rates and higher costs, keep a couple of other things in mind as well.
If you start bidding on a competitor’s keywords, who’s to say that they won’t start buying yours? At that point, both advertisers would essentially be wasting money to run ads that cancel each other out.
Finally, there are potential trademark issues. For example, you can currently legally bid on a competitor’s brand term, but in most cases you can’t include a competitor’s name in your ad text. To further complicate the matter, these rules vary from country to country. So, if you’re an advertiser in the U.S. and you’re conducting a search campaign targeting Europe, you need to study these rules very carefully.
Although it can seem like a savvy strategy at first, bidding on your competitor’s brand could be far more damaging than beneficial in the long run.
In Part I I covered the first two of five lessons that Titanic can teach about advertising and branding:
1. If you’re coming head on into disaster, don’t avoid it; aim directly for it.
2. Be careful what you say. The message could turn on you.
Now, the remaining three of the aforementioned five lessons that apply to our job as communicators and brand stewards:
3. Don’t forget the keys to the binocular locker.
When it was determined that the White Star line was going to put only its best officers on board the Titanic for its maiden voyage, the existing officers were either outright replaced or offered lower ranks to stay on board. One of these officers was David Blair, the 2nd officer. Rather than accepting a lower rank, he instead transferred to another ship. The day before Titanic sailed, he left, taking with him the keys to a locker in the quartermaster’s office.
Normally, this would not be a big deal, however in this particular case, that locker just happened to contain the lookout’s binoculars. This brings up an important lesson for each of us in the communications business today. The advertising industry is changing in radical new ways.
Those agencies who embrace that change today probably saw it coming and weren’t caught flatfooted when things shifted. That kind of farsighted vision is an important tool to keep in front of every decision we make. Though some changes headed our way are small, they can have big implications. Just as not having a key to a single locker helped sink the largest, most advanced ship of the time, small things can have a profound impact on our business.
On that dark ocean on an April night long ago, if the lookouts had had the ability to see what was coming ahead of time, they would have reacted much sooner and we wouldn’t be talking about the Titanic right now.
4. No matter how accomplished you think you are, you can still freeze to death like everyone else.
A first class ticket aboard Titanic in today’s dollars cost $69,600. Needless to say, the first class section was a who’s who of American and European society. Titanic’s maiden voyage, if recreated today, would have the equivalent of Steven Jobs, Bill Gates, Michael Jordan, Colin Powell, Brad Pitt, George Lucas, Steven Spielberg, Tiger Woods and 320 other heavy hitters on board. Yet for all their importance, influence or prestige, they drowned alongside 3rd class steerage passengers.
What is the lesson here? Our company philosophy has always been that the best idea in the room wins. Because I truly believe — like Chef Gusteau in the film Ratatouille says — “anyone can cook.” Great ideas are great ideas and it doesn’t matter if the high-paid CD or the greenest intern comes up with it. It is still a great idea. I have had the misfortune (as have many of you reading this) to work in shops that don’t have this basic respect for ideas. The danger is, when our own self-importance gets out of whack, self-justification can overrule our best instincts.
Everyone has value, especially in the new world where ideas must come quicker and in so many more areas than ever before. The days of a writer and an art director sitting in an office and creating the entire campaign are over. The new order of the day is for agencies to change their structure to embrace this idea. Some of the best ideas we’ve had this year came from a media planner and an account supervisor.
5. Don’t ignore the person who is trying to save you.
Just minutes before the Titanic struck the iceberg, they received a warning from an eastbound liner, the S.S. Californian. The Californian had been forced to stop to prevent striking a very large ice field, and they knew Titanic was within a few miles of their position — so they fired off a telegraph warning.
Unfortunately, Titanic was busy sending messages from its first class passengers to their relatives and friends in New York. So the wireless operator on Titanic rudely told the Californian operator to “shut up.” Which he did. He shut down his radio for the night and went to bed. The Californian was within 11 miles of Titanic and could have saved 1500 lives.
This is a perfect lesson for those of us in the advertising business who think we’ve got all the answers. We assert our expertise as we rush headlong into making yet another deadline. The problem is, we’re doing so much talking, that we may not bother to listen. I’m not going to quote David Ogilvy yet again for this conversation; you know what he said, but his assertion is right and wrong.
Consumers no longer have to sit and listen to what we are saying. They know a lot more than we think they do. And if we listen, we can learn a lot more than we think we know about them. Some of the best ads we’ve written were literally dictated straight from the people we want to influence. The internet is the best tool ever conceived for getting this information. So use it. Listen. Don’t talk. You might hear something you never expected.
“I just retweeted your tweet about your post on Facebook for your new blog entry and then added a link on my blog back to your original post. Thanks for the friend request.”
In today’s world the above would be commonplace as more of us have entered this world of “status updates”, “tweets” and “blog posts”. This new evolution has allowed us to keep in touch with people through quick snippets of 100+ characters. I say evolution because that is exactly what we are looking at. We are social creatures and this is nothing more then the Book Club or Tupperware Party of the past. Those D&D Thursday nights or Monday Night Football gatherings. Now we see people hosting their Book Club and Tupperware Party in virtual settings like Second Life, and Monday Night Football has turned into a Facebook/Twitter/MySpace status update each time our team scores. While DND Thursdays have turned into all-night raids during games of World of Warcraft.
There is no denying the fact that social media usage has made massive gains. These gains are not just among the normal internet user but also the on-the-clock internet user who sometimes uses these sites for more than simply personal reasons.
Several reports have now shown that there has been a steady increase in on-the-clock users for several of the online networks. The top reasons users gave for using these sites at work were professional networking, keeping up with friends, and general research. While a small percentage were logging on for more specialized reasons or to market to customers.
Not surprisingly, this rise in usage has started to raise red flags for some companies. In one poll three-quarters stated that is was unacceptable to check Facebook or other social networking sites if unrelated to work. This new stance has caused complications for some users when friending a colleague or supervisor and has blurred the boundaries between personal and business because of these sites’ usefulness at work and at home.
This doesn’t mean that these social networking sites are only good for home use and keeping in touch with friends, but for those of us who have taken the time to integrate them into our lives and our business we need to know not only how to use them but better yet – when to use them. We need to recognize the networking medium as a way to more intimately engage the end user and to help better understand their needs. Social media can help to get those conversations started or to jump-start an old conversation with your end users, allowing you to offer better support to them. It’s up to us as advertisers to figure out how to best gauge the value and the budget needed to attract those end users. Because in the end there is no real reason to have a fan base that had to be bribed by a re-tweet, re-post, or a ping back. Not to mention, Tupperware Parties just don’t seem to be in style anymore.
According to some British scientists, on May 19, 2031, an asteroid about the size of Manhattan is predicted to center-punch the Earth, effectively eliminating all human life within a few months.
So, we probably don’t have to put quite as much emphasis on that global warming issue. (What is Al Gore going to do?) Not to mention those who are currently building a house don’t need to opt for the more expensive 30-year roof.
21 years left.
So does knowing the exact amount of time you have left change anything? Does your list of “somedays” take on a newfound urgency? Are you now going to quit your job and go help the less fortunate around the world?
I say if that’s what you want to do, you should pursue it with unbridled vigor. For me, knowing now I will never retire actually provides a little more clarity. How many times do you attempt to look way off in the future and you feel like you somehow won’t live the life you have at present. Well, no need to worry about that anymore I suppose.
Now we all have something in common to worry about: May 19, 2031. So let’s all just stop worrying about everything else that is suddenly not so important: the economy, our 401K’s, the death of advertising, or TV or NASCAR. We’re all going to be just fine. You know how I know? Because if you’re reading this, you are probably in the advertising (uh, sorry…the “communications/social influence”) business. Which means you’re in the greatest, most exciting and interesting career on the planet. You make a living on ideas. That is NEVER going to change. Sure those ideas will manifest themselves in new ways, but who cares? Great ideas will always be great ideas up until that fateful May Monday in the not too distant future.
So take a look at what is on your desk right now. There are a million excuses not to make it the best it can be: “I don’t have enough time,” “I’ve got too much on my plate,” “It will cut into my Facebook time,” “The AE is clueless,” “The client won’t like it,” “The creative director is stupid,” “The strategy is wrong,” “There is no budget,” “They’ll never buy it,” “I can’t make a difference,” “The category is shunned by the shows,” “My computer screen is too small,” “I am a hack,” (okay, I admit I still believe this one). The difference between good work and GREAT work is the unwillingness to give in to the voices. So just take things one at a time. Pick your projects, clients, etc. that will most help you make a difference. And have fun. Most importantly, make whatever you do GREAT. Make it memorable. Make it funny, or serious or compelling. Just make sure to get it done by Sunday night, May 18, 2031. I can promise you, this time there’s no way you’re getting an extension.
Our agency was founded in 1951 in Mobile, Alabama. Although Lewis also has offices in Birmingham and Nashville, the history and culture of our company owes a good bit to the people and institutions on the Gulf Coast. We live here. We work here. We play here.
Whether concerned about where our next fried shrimp po’ boy is coming from, or worried about the economic impact to the fishing, travel, and tourism industries or the local real estate market, we’re all watching the tragic situation playing out in the Gulf of Mexico and hoping for the best.
Just as we often feel powerless watching a hurricane bear down on our beloved coast, watching news reports, Facebook posts and more to monitor the oil spill situation can make any of us feel helpless in the face of this impending disaster.
But, countless groups have been preparing and mobilizing to deal with the oil spill and can use our support to accomplish their mission of saving wildlife, preserving fragile marsh and wetlands, and cleaning up our coastline, should the spill eventually reach land.
Before you donate your time, your money and your support, you owe it to yourself to get to know any group and make sure their mission is compatible with your beliefs and your donation.
Below is a list of just a few of the many groups working on the Gulf Coast that we think you should check out if you are looking for a way to help.
Mobile Bay National Estuary Program
Roberta Swan, Director For more information call 251-431-6409 or visit mobilebaynep.com
Casi Callaway, Executive Director and Baykeeper
If interested in volunteering to reduce the impacts of the oil spill to our Bay, call 1-888-433-4460 or email email@example.com with your name, address, phone number, e-mail, and available resources (boat, etc.)
Coalition To Restore Coastal Louisiana
6160 Perkins Road, Suite#225
Baton Rouge, LA 70808
Toll-Free: 888 LA COAST (888.522.6278)
Register to volunteer or donate at www.crcl.org/coalitionprograms/oilspillrecovery.html
My family moved to Birmingham from Los Angeles when I was a kid. It seemed like everyone on the playground that first day asked me if I cheered for Alabama or Auburn. “I cheer for USC,” I proudly told them. The other kids didn’t seem impressed. Instead, they further pressed me, “War Eagle or Roll Tide?”
I quickly learned how insane this rivalry is, and it was absolutely necessary to pick a side. The emotions around the Iron Bowl run deep, and all year long. It’s definitely not just a game.
Recently, fans have shown that there are no limits to how far they’ll take things, from vandalizing the lawn in front of Bryant Denny to poisoning the trees at Toomer’s Corner. If you watched the Roll Tide / War Eagle special on ESPN this week, you would agree that it certainly encompassed the extreme nature of the two fan bases. It is a deeply rooted hatred. Fans here mean business.
This summer, we shot new TV spots for one of our clients, Tiffin Motorhomes, who sponsors various SEC football programs, including Alabama and Auburn.
The spots feature Aubie and Big Al poking fun at each other and playing pranks. The mascots put this playful, innocent spin (especially when Big Al steals Aubie’s toilet paper!) on a rivalry that often runs deeper and more extreme than seems reasonable.
I love how these two mascots are able to make light of a situation that can get a little crazy, both on and off the field. Aubie and Big Al are never going to be best friends, but instead of hating each other, they channel their emotions and intensity into silly pranks and poking fun.
According to communications research company IDC (IDC.com), Internet usage in December 1996 was limited to only 36 million people, or 0.9% of world population. By June 2009, Internet World Stats measured nearly 1.7 billion Internet users worldwide, accounting for 24.7% of the global population.
For those of us in the marketing and communications industry, the difference between 1996 and 2009 is huge. Although the essence of what we do is unchanged in many ways, it has been like learning a new language as we work to tap into the vast potential of an always on and available online home for our clients’ brands, messaging and promotions.
And now, although Facebook and Twitter have been around since 2004 and 2006 respectively, these new web-based communications channels are again revolutionizing how virtually anyone with a message communicates with an audience.
But, it feels different this time.
The Great Recession of the last two years has really changed attitudes very quickly. Some of the same clients who even last year weren’t interested in a Google search campaign are now very open to new strategies that involve dialogue and engagement through social networking.
So although all of us will be glad when the recession is over and sustained economic growth returns, the pain of a downturn will not have completely been in vain. The quick leap of advancement being made in marketing and communications practices will be good for our industry and good for our clients. And I’m convinced these advancements would have taken a great many years, if not for the financial pressures of the current recession.
Viva la Revolución!