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Ad Chat - Rob Schwartz

We're starting (reviving) a new series here on Adland.tv called Ad Chat. Each Monday we'll share responses from the ad world's leading peeps.

To kick it off, we talked with Rob Schwartz, Chief Creative Officer at TBWA\CHIAT\DAY.

1. What's your favorite funny story about yourself?
I once pitched some jokes to legendary comedian Rodney Dangerfield. He told me to worry about the ads and he'd worry about the jokes. Mine were funny.

2. What piece of art (movie, book, music, painting, etc) has influenced you most? How or why?
"Catcher in the Rye" is the book that influenced me the most. The intimate style. The breeziness. The ability for words to leap off a page.

3. Who was your favorite mentor and why?

Adland: 
 

Studio Total, the unconventional agency that does unconventional ads

I've made a date to meet Per Eriksson, Creative Director at Studio Total over a coffee. One of the people responsible for the Zombie invasion in Stockholm an otherwise ordinary Friday the 13th for Canal+. One of the people who donated 100000 kronor to the Feminist Party so that they could burn it. The guy behind the worlds biggest iPod dock a.k.a the wall of sound.

I half expect something strange to happen, perhaps studio total will crash in through the windows of the café, instead of using the door. Their ad ideas have always seemed to be about taking another route in,

Adland: 
desktop wallpaper 72dpi 1920 x 1200 px
iPad lockscreen 132dpi, 1024 x 1024 px
 

Winter Wool download of iPad lockscreen / desktop bundle

Petra had brought home an iPad with a rather calm default screen background. Since I like tartan patterns, Edinburgh and the idea of my younger daughter studying there, here is a background for you. Enjoy your holidays.

 

 

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Q&A with the W+K Old Spice team

Last week, Old Spice owned the internet and while some may find it difficult to support the creative campaign due to an overabundance in choice, others (like me) love it so much they want to marry it. On the Beancast this week Duane Forrester, Dan Goldgeier, Joseph Jaffe, and Helen Klein Ross, spoke about the campaign and strategy
- check out Episode 111: Smell Like Duane if you haven't already.

We managed a quick Q&A with the W+K Old Spice Team on Friday - they're slammed now, as you would expect which is why it took them a little while to get back to me. The extra delay is due to the fact that I actually take weekends off in July (what? Don't give me that look. I don't get paid for this.) So, without further ado - the Adland.TV Old Spice Q&A

Old Spice - Re: Rose - how many teeth does a shark have?

db: How much time did you spend on each ad? 30 minutes? Seven? I'm not sure how many hours you were doing this, and is the total count 184 ads?
- More than 180 video responses were created in a three-day period. We worked as quickly as we could without compromising the quality and integrity of the spots. In most instances, start to finish ranged between a 10 to 20-minute window, but some were completed in as few as five minutes.

Adland: 
 

Dita von Teese will make you thirsty for Perrier

Anyone who follows @ditavonteese on twitter or foursquare will have spotted that she is checking in to a mystery mansion somewhere in France. The good news is that you can check in to the same mansion without leaving your house. It's the www.PerrierbyDita.com mansion, where you can with skills and good cursor manners tease and follow Dita, and if you do well get a bit of seduction, burlesque, glamour, sexy in return... It's laid out as an interactive adventure, and if you don't have manners, you're out....

Adland: 
 

Richard Gorodecky, Amsterdam Worldwide on Craft, Rocking horse shit, and Engaging todays general public

We had a chat with Richard Gorodecky, the Executive Art Director of Amsterdam Worldwide at the terrace of the Majestic Hotel in Cannes on the very last day of the Cannes Lions 2010 festival, about craft and engaging todays consumer.

The only advertising that gets noticed is the advertising that people like, or want to engage in.

He stresses that you can not lie in advertising, in fact you can't lie about anything, ever, these days, as you'll be found out in nanoseconds. Brands are built on truth, integrity and great storytelling. We soon veer off talking about smugscreens and as a bonus, Richard does his Cannes Lions impression.

Really great ideas are rare as rocking-horse shit.

Adland: 
 

Gustav von Sydow and Burt's Accidental World Domination

I met up with Gustav von Sydow founder of Burt, which creates products and tools for advertising agencies like Rich Metrics (we've talked about those here before).

The firm which is Swedish by origin, is making progessive strides into the US market, and Gustav is racking up the miles on his frequent flyer cards bouncing around the world.

- You have a lot of clients already, and I know that you have a quite a few US clients. Are they more open to Burt than fellow Swedes?

Adland: 
 

Anders Dalenius from Draftfcb Stockholm on breaking the rules to create something new.

Draftfcb are all over the Cannes Lions like gum. Tina Manikas, the Global Retail and Promotions Officer, is the president of the Promo & Activations jury, while Dagan Cohen, CD of Draftfcb Amsterdam, is on the Cyber jury. Direct jurors include Augé Reichenberg (EVP and Group Creative Director, Draftfcb New York) and Kobi Barki (Creative Director at Draftfcb Shimoni Finkelstein in Tel Aviv); and, Chris Schofield, Creative Director at Draftfcb New Zealand, will be a Radio juror. The network also sponsored the Roger Hatchuel Academy, and they hosted the seminar "6.5 Seconds That Matter" at the Debussy theatre this morning which had people raving.

Adland: 
 

RICH metrics help you fail forward - Gustav von Sydow from Burt

Gustav von Sydow founded Burt which has already produced Copybox, a tool that can be described as photoshop for copywriters and now they've launched RICH, or "metrics that matter". Rich can run on any ad network or ad server, it's a third party tool that produces faster and better metrics, allowing you to watch in realtime how your online campaign is coming along.

DB:If Rich was an appendix - what body part is it?

von Sydow: If you by this mean an organ, I would say the brain. Not so much that Rich is clever on it's own (although it's not entirely stupid), but since it provides a memory of what has happened and let future actions be.

How does Rich work, technically?

Agencies add a piece tracking code to the ads or widgets they want to track. It takes a couple of seconds - in Flash it's a simple drag and drop. When the campaign goes live the ads report information to our servers, which we analyze and present to user in an easy-to-understand web application.

"Fail forward" - a clever way of condensing learn from your mistakes, is this what Rich helps you do? Move on from mistakes faster?

It's really not about the failures, you can learn a lot from success too. The key concept is *learning*. Rich enables a quicker feedback loop, where all people involved in a campaign - from planners to designers - to better understand how online media works and consumers respond to their work.

You were a planner, and Rich is tailored to be used by planners and creatives rather than suits who are quite adapt at dealing with digits and graphs already. Now that it exists, it's such an obvious hole in the market you've filled here - why didn't people think of this before? What
made you do it?

Most companies in our space probably don't share our motivation. For instance, we've experienced the challenges of integrating metrics and continuous learning into the creative process. We had the itch, and scratched it. If you look at it from a purely technological perspective, a lot of what we are doing have been done before, both in and out of advertising. It has also to be proven to be very successful in driving effect.

However, what we bring to the table is making advertising technology more accessible to a broader set of audience. I think the key insight driving us is that creatives are super interested in both advertising technology and metrics, but in order for them to use it on a daily basis we need to make it easier to use and understand.

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Abandoned Advertising versus New Advertising


abandoned advertising

new advertising

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