In a Creativity article, Tim Broadbent writes about proving the value of advertising. He discusses that as many agencies are no longer being paid based on media commission, they need to figure out a new standard for payment. And one that is equivalent to the worth of the work that they(we) create. Broadbent takes a look at some ad history to see how we got to the point we're at today.
One X-wing Fighter spacecraft, a host of stormtroopers, RCD2 and C3P0, evil Darth Vader with his M&M'S® Brand Character counterpart M-Vader gathered in Time Square today to unveil secret cargo captured from "the other side of the universe".
Dark Chocolate M&M's were given away to all passers by. The dark chocolate candies was developed to coincide with the new Star Wars film, and they couldn't do all this without making a trailer... right? Click on the image to see M&M's version of Star wars.
It looks like the attack for the 50-foot woman come to life, with the massive H&M poster on the skinny end of the Flatiron building in Manhattan. These huge posters aren't that new, they 've been climbing famous cityscapes from Stockholm to Tokyo for years now but this.. this... I don't know, suddenly I could hear my heart break.
The Boston Globe reports that the T, Boston's mass transit system, is looking for ways to raise funds in order to offset their $10 million deficit in the fiscal year that begins July 1 with advertising.
Desperate to raise more money without increasing fares, the MBTA is preparing to install its own closed-circuit television network in subway cars and stations.
T officials said the plan, which calls for installing television screens inside subway cars on the Red, Orange, and Blue lines, could generate $3.5 million in advertising revenues a year. But the televisions would mark a dramatic change for America's oldest subway system.
The network, which would probably offer a newscast in addition to advertisements, would be installed within the next year, according to the plan, which requires final approval from the T board.
Some of the greatest Dutch photographers and illustrators combined print with sound. What's behind this idea?
Hugo Kalf (business director) and Marco de Boer (creative director) both working at Artmiks in Amsterdam, The Netherlands, want to show that you can do more with mobile phones. Everybody has got one so why not use them for advertising. By addressing people to call in an indirect and intriging way, you have a longer print/customer contact than usual. In the SoundAds campaign they were able to push this contact up to 1.15 minutes.
It was bound to happen sooner or later, especially after LucJames : Billboard Brands opened it's doors tracking the tally of brands that crop up in the Top Twenty songs. Not only is hip-hop naughty but the genre seems to have a monopoly on product placement. Hip hop artists have rhymed on everything from Velcro to Versace, why not get paid for it?
AdAge reports that McDonald's is buying product placement in hip-hop lyrics. - with the help of marketing firm Maven Strategies McDonald's will find the right rap-artists to work the word "Big Mac" into their songs. The artists get paid $1 to $5 each time their song is played on the radio, a carrot that encourages them to write a hit.
... Maven has started to drum up interest from advertisers after the company was able to integrate Seagrams gin into five rap songs last year from artists such as Kanye West, Twista, the Franchise Boys and Petey Pablo. Petey Pablos Freek-a-leek ended up as the No. 2 hip-hop song of the year, according to the Billboard Top 50 hip-hop songs of 2004, and played over 350,000 times on the radio. Part of that songs lyrics: Now I got to give a shout out to Seagram's Gin/Cause Im drinkin' it and they payin' me for it.
Back in 1999 Claes Källarsson of fuelfonts, Sweden started Font aid where 25 type designers created a collaborative font, with proceeds of it's sale going to UNICEF. Font aid is back now for the third time, the Society of Typographic Aficionados have joined font aid and created "Fleurons of Hope, a Collaborative Typeface" . All the proceeds from this font goes to help victims of the South Asian Tsunami.
The Scotsman carries a quote from Winston Fletcher about advertising aimed at children in an article about same.
"In Sweden advertising to children has been banned ever since commercial television began there, but 18 per cent of Swedish children are overweight - much the same as in Britain," says Winston Fletcher, who chairs the Advertising Standards Board of Finance and is a director of advertising agency DLKW. "Advertising to children was banned in Quebec more than 20 years ago, but 28 per cent of children in the province are overweight - about the same as in the rest of Canada where advertising to children has always been permitted."
Unfortunately, this quote has been allowed to go unchecked by journalists. Fletcher seems blissfully unaware that both the laws he quotes are completely toothless and have no effect at all in diminishing the amount of advertising children in Quebec and Sweden see every day which undermines his argument.