When mashups go frankenstein. It's like someone ordered an ad with everything on it and, god, I really hate anchovies, it's just not working for me.
I get why you're telling me "no, you can't have that extra cheese and pineapple, heathen" but, where does the "yes" come in again? Who's saying yes to what?
Aside from that, intended or not, where was the responsible adult in the uncomfortable outfit going, "you know, there are connotations here...let's not touch this one given the current climate. Because Twitter."
As for number two: if the client places the ad himself, he'll give you the wrong size and it's usually too small. Production will not bother to inform either you or the client and will simply try to enlarge the ad. If someone does bother to call and the size isn't too far off, production will disregard your request to just float it and try to enlarge the art or, stick a border on it.
For number 18, sure they've got a logo and they're faxing it over right away.
The client will wait until his print job has been delivered before calling with "just one more thing."
If , upon a client's request, you email him an EPS of his logo, he will call wanting to know why he "can't see the attachment." Even if you explain it beforehand -- 'cause they never, ever read your emails or memos or listen to you on the phone.
You will, at some point, forget to add an extension. The lazy folks in whatever production department, rather than figure it out, will immediately call you to say the file's bad (not that that's an excuse for sloppiness but...).
Re: hoary old stereotypes and plopping in a photo of a woman...
Oops! Just worked on a mailer targeting women 29-49 (boy, that's broad! no pun intended). Yes, both client and consultant -- women themselves -- loved the smiling stock photo girl but what they really wanted was the color pink and lots of it.
Heheh, it's tempting. Especially when I look at the loads of spec, unsold and orphaned ideas, concepts and comps taking up space around here.
I can see it now, leaving the baby nestled in a basket on their doorstep with a note pinned to its blanket... " My client will not let me keep this concept and I am unable to properly care for it. Please find a home for it... someone to love my idea and nurure it to adulthood..."
Excerpted from the Media Riffs newsletter today. Semi-related... but what got me was the one sentence that suggests this may potentially affect media planning as well.
Hope springs! But even if the focus shifts to the emotional, will we still not be tempted to measure it?
"When he's not telling the marketing gurus at General Motors, Procter Gamble, IBM, or the McCann Worldgroup how to think, [Gerry] Zaltman is a professor of business administration at the Harvard Business School. He's also author of an important new management book, "How Customers Think," that is transforming the practice of marketing, advertising and, potentially, media buying. Specifically, Zaltman is on the cutting edge of a movement toward understanding the role emotion plays in advertising, how to measure it, and how to apply it to make better, more effective and engaging ad campaigns.
The whole thing has triggered a major ad industry initiative that is being coordinated by the ARF, with backing from the American Association of Advertising Agencies and a bunch of leading marketing research organizations. The effort is a radical departure from the current precepts of understanding and measuring advertising, which are generally based on measures of ad attentiveness, recall and persuasion. This new emotions-based approach seeks to understand how consumers feel when they are exposed to an ad, what memories they have and how they are affected by advertising, and, equally as importantly, what new thought processes consumers bring to the party."
It would require everyone attending the same restraint workshop, eh? And convincing clients and media dept's and outlets that it's not a matter of scaling back but re-strategizing -- so hard when "everybody else" is behaving like a bunch of desperate street urchins swarming around the king, tugging at his clothes for some coin.
Any way out of this death spiral?
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