Does anybody know where I can get my own floating Bonnie Tyler? I'd like her to sing me to sleep.
Tuesday, 27 April 2010
Sunday, 18 April 2010
Wise Words from Hegarty
Roi were privileged to be invited to a talk by John Hegarty from BBH
"The ten reasons why now is the best time to be in advertising" - Thursday 25 March 2010
"Hegarty's talk, focused on new media and how it is radically changing the advertising industry.
Below are Hegarty's "Ten Reasons" with accompanying video clips.
1. Agencies can innovate.
Oasis "In The Streets" event - promoting their new album "Dig Out Your Soul": http://www.youtube.com/watch?v=dlK6O0pdJuo
In the past, this promotion would have only reached the people in New York City who experienced the music first hand, but the Internet allowed it to reach a much wider audience.
2. Agencies can create media opportunities
With the launch of Audi TV, BBH created the world's first branded content channel, both online and on Sky TV.
http://tv.audi.com/
http://www.mad.co.uk/Main/Search/MadSearchResults/Articles/0af79e8972c44b0580189ec916988299/Audi-shifts-online-for-'Vorsprung-durch-TV'.html
3. Agencies can make programming
For Axe/Lynx deodrant, BBH created a TV show called "The Gamekillers" which aired on MTV.
http://www.youtube.com/watch?v=D4_mmGDPZek
4. Agencies' creativity can be the media
http://www.youtube.com/watch?v=PTU2He2BIc0
5. Agencies can persuade clients to be brave
Hegarty talked of creating this advert despite knowing that the client "would never buy it". Instead of just throwing away the idea, they created it and asked the client if they could upload it to YouTube "just to see what happens" and was incredibly successful, amassing millions of hits on YouTube.
http://www.youtube.com/watch?v=uswvZul1Z2s
6. Agencies can tackle growing social issues
BBH were in charge of creating a campaign for Barnardos. The first example is the video which Hegarty showed in the talk, but the second video is what actually started the campaign - a clip that was launched online where you had to click the video to stop it from repeating itself, and in doing so sending across an important message. It was so successful it was then launched on television.
http://www.youtube.com/watch?v=yFOcrZeMRUU
http://www.youtube.com/watch?v=epbrArUH5B4
7. Technology has always been a spur to creativity. Now more than ever.
"Technology has always driven creativity," he noted "from the invention of the paintbrush, to Mozart embracing the piano."
I thought this was an interesting point as so often we can forget that something as simple as a paintbrush was a new technology way back when. It would have taken a huge amount of bravery to embrace it and declare "This is what we should be doing." The same should be done with the Internet.
http://www.myspace.com/fanvideo
8. Agencies can expand their influence with clients. Integration is now vital.
There wasn't much to say on this point, which basically summed up the different media outlets in which advertisers can explore to create ads.
9. Agencies can make products
http://www.campaignlive.co.uk/news/989492/BBH-floats-Ila-rape-alarm-company-AIM/
http://www.zaginvention.com/news/article18.php
10. The future is creative.
Hegarty made a point about history - you study what happened in the past, but ultimately it is what you do with that information to change your future what truly matters. The same is said for advertising - learn from past adverts, then look to the future and change it."
"The ten reasons why now is the best time to be in advertising" - Thursday 25 March 2010
"Hegarty's talk, focused on new media and how it is radically changing the advertising industry.
Below are Hegarty's "Ten Reasons" with accompanying video clips.
1. Agencies can innovate.
Oasis "In The Streets" event - promoting their new album "Dig Out Your Soul": http://www.youtube.com/watch?v=dlK6O0pdJuo
In the past, this promotion would have only reached the people in New York City who experienced the music first hand, but the Internet allowed it to reach a much wider audience.
2. Agencies can create media opportunities
With the launch of Audi TV, BBH created the world's first branded content channel, both online and on Sky TV.
http://tv.audi.com/
http://www.mad.co.uk/Main/Search/MadSearchResults/Articles/0af79e8972c44b0580189ec916988299/Audi-shifts-online-for-'Vorsprung-durch-TV'.html
3. Agencies can make programming
For Axe/Lynx deodrant, BBH created a TV show called "The Gamekillers" which aired on MTV.
http://www.youtube.com/watch?v=D4_mmGDPZek
4. Agencies' creativity can be the media
http://www.youtube.com/watch?v=PTU2He2BIc0
5. Agencies can persuade clients to be brave
Hegarty talked of creating this advert despite knowing that the client "would never buy it". Instead of just throwing away the idea, they created it and asked the client if they could upload it to YouTube "just to see what happens" and was incredibly successful, amassing millions of hits on YouTube.
http://www.youtube.com/watch?v=uswvZul1Z2s
6. Agencies can tackle growing social issues
BBH were in charge of creating a campaign for Barnardos. The first example is the video which Hegarty showed in the talk, but the second video is what actually started the campaign - a clip that was launched online where you had to click the video to stop it from repeating itself, and in doing so sending across an important message. It was so successful it was then launched on television.
http://www.youtube.com/watch?v=yFOcrZeMRUU
http://www.youtube.com/watch?v=epbrArUH5B4
7. Technology has always been a spur to creativity. Now more than ever.
"Technology has always driven creativity," he noted "from the invention of the paintbrush, to Mozart embracing the piano."
I thought this was an interesting point as so often we can forget that something as simple as a paintbrush was a new technology way back when. It would have taken a huge amount of bravery to embrace it and declare "This is what we should be doing." The same should be done with the Internet.
http://www.myspace.com/fanvideo
8. Agencies can expand their influence with clients. Integration is now vital.
There wasn't much to say on this point, which basically summed up the different media outlets in which advertisers can explore to create ads.
9. Agencies can make products
http://www.campaignlive.co.uk/news/989492/BBH-floats-Ila-rape-alarm-company-AIM/
http://www.zaginvention.com/news/article18.php
10. The future is creative.
Hegarty made a point about history - you study what happened in the past, but ultimately it is what you do with that information to change your future what truly matters. The same is said for advertising - learn from past adverts, then look to the future and change it."
Subscribe to:
Posts (Atom)