Creativity to a colleague, is not necessarily creativity to a consumer

Creative, Strategic, Dynamic, Fresh, ROI, Infusing, Digital, User Engagement, Interactive, Mindset, Value Justification, Benchmarking and Social, just a few of the buzz words and terms that fly around any Ad office, and clutter the minds of any Adman. However, as important as they may be in Adland, how relevant or understood are they to the consumer? Or is it even important whether they're relevant or understood by the masses?

Adland is what, if I may, liken to a box. As much as everyone within the box tries and encourages everyone to look 'outside the box', it still remains the sole place for all the words listed above. But with Ad accounts worth millions, and salary paying clients demanding the very best in creative work, the end result from any agency is essentially the best form of marketing for their specific target-market, at that very moment in time, from all the sources currently available to them, right? Well, for a moment I'd like to disagree and look at it from, well from 'outside the box'. It must be stated, Advertising has become more and more creative, there is more emphasis on the idea, the process, the interaction and social integration. However, are these objectives and 'value added' requirements for the fulfillment of a clients brief for the consumer, or merely for the enjoyment, admiration and bragging rights within Adland?

Creativity and Dynamism is undoubtedly rooted in confidence and self ego, it's a key factor in generating belief and passion within the work that you do. However, the distinction that needs to be made is between confident, ego boosting work for the consumer, which they can relate to at every level, interact with and engage in the underlying notions and messages, and the confident, ego boosting work that is done with Adland in mind, for it's appreciation acknowledgment first, and for the consumer second. Some may say it's a two way process, and what happens in Adland, and it's impression and influence on your work is for the benefit of Advertising, and the quality of work produced. However, should the work produced be for the better of Adland or for the benefit of the consumer? I feel I'm asking far more question than I'm actually answering at this stage, and there's some questions which are simply beyond me, as after all, it's all an opinion, and as we all know they vary from one person to the next, and mine seem to change from one hour to the other. One thing I am sure of is, the words at the top of this post are very important, and play a key role in any piece of work. However, yes, those words are for the folk within the so called 'box', and a pleasant box it really is I must admit, yet the work produced from those words should undoubtedly be firstly for the consumer, and then for anyone else you may want to 'advertise' your 'offering' or 'skills' to.

Creativity to a colleague, is not necessarily creativity to a consumer.

A final point I feel I need to make is that, as much as I've gone one way then the other in terms of the true objectives of any work, I must stress all Creative, Dynamic, Strategic and Interactive work is for the overall benefit of the industry. That may seem like a cop out in relation to what has been stated above, however, as an Adland lover and self-confessed creative geek, the consumer is important, yes, however, the quality of work is just a little teeny weeny bit more. I'm not sure if thats my ego seeping through there, or just the inability to look far enough outside this lovely, rather pleasant and finely brushed box.

Durex get it on...

I was just browsing the over loaded space that we like to call the World Wide Web when I came across this beauty. We all know that the number one rule in Adland is that sex sells, but the number one sex brand is now..well a while back..using their product to sell sex! Truly viral it may not be, but what a..peculiar treat for our gazing eyes it is.

Enjoy...but not too much...

iPhone set to spread it's wings...

With the 2 year exclusivity deal with O2 set to come to an end next month, the iPhone is set to yet again spread it's far stretching wings and expand upon it's already fruitful market. With the rights of the iPhone 3G being opened up to both Orange and T-Mobile, the Apple iPhone is set to further it's stronghold within the UK mobile phone market. Already holding a dominant position within the market, the new opportunity for the iPhone to expand and reach even more is one Apple will most definitely be relishing.

The new opportunities for Apple do not merely lie in the consumer markets, with Orange having a stronghold in the corporate side of communications too. This will undoubtedly be a key factor in the continued drive for growth and success for Apple and it's grip on the mobile communications market. In essence this is the second wave of attack from Apple in the UK market. Opening up the exclusivity of the iPhone now increases their relative target market as well as it's presence on the shop floor. By firstly gaining a larger presence in the high street the product is set to interact with more consumers, and benefit from more retail space. Secondly, it will now become a viable and competitive option for network loyal customers, who did not want to move from their respective network providers over to O2.

In addition to this, the new competitiveness within the market will help create new offerings and better value for money for the consumer, which should therefore help reduce the price and costing of the iPhone. This in-turn will make the iPhone gain a larger target market again, with it's lower price attracting more consumers, and therefore the iPhone tapping into more than just the top end of the market.

However, what must be stated, and considered is the fact that it's only the iPhone 3G that is being opened up to Orange and T-Mobile. O2 still remains the sole provider of the iPhone 3GS, the newer, more refined iPhone. This is a very important factor to both O2 and Apple, as this still keeps O2 at the forefront of the iPhone market, and most importantly, the exclusivity of the 3GS allows O2 to maintain it's own pricing strategy, with relatively low concerns in regards to Orange and T-Mobile.

So, after the dust has settled, and the iPhone becomes more freely available, and consumers see prices dropping, and network providers get a more level playing field, there's only one true beneficiary of this, yes, you got it...Apple.

The hmaun mnid...

I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The pmhaonneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno't mtaetr in waht oerdr the ltteres in a wrod are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but teh wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!

How for now radrees...

The Digital Melody

'Digital' doing a..rather peculiar bit of inspiring on a somewhat mellow Tuesday afternoon...

It's all Digital Digital, so damn Digital

Ladies let me show you how this new flow goes

Sit back and watch it flow, flow flow flow flow

Businesses lets see how low your bottom line can go

Its all Digital Digital, from mobile, TV, and computers too

Never mind the doubters as there are now only a few

TV's Digital, radio's Digital, shopping socializing and talking too

Its time to move, time to change, time to leave that restricted thought

The new era has now been sought

So what is Digital, how is Digital, why is Digital and what do I do

It's like head shoulders knees and toes

Yes head shoulders knees and toes

Watch me and I'll take you slow

All set and off we go

TV, radio, HD too

Screens aplenty and we all have a few

A billion apps, unused tweets, GPS to help us reach

All this and yet we still call it relatively new

It's time to know, time to learn, time to explore and then to teach

Its the way forward and it's definitely begun

So aim up, open your mind, and even now you've already given it a try

Reach up and we'll soon touch the sky

But now it's time for me to go, for me to go and run and hide

But I'll still be here, here in soul

Here in Digital as the world passes us by

And now I have what Digital is, so now I know I'm control.

It's all Digital Digital..Digital Digital...

...hmmm...and I have absolutely no idea where the punctuation should or should not go...

Burgers, chips, kebab and a pizza...

Are dirty, greasy, cheap fast foods all that we're allowed to eat after a night out of boozing and dancing and well in some cases puking..? Drinking over half your recommended daily calorie intake in 3 hours is all good and well, but that does not mean we want to then line our delicate stomachs with chicken so cheap even the stray cats would leave it behind, and a kebab so greasy it looks worse than my hair did in my teens!

A few nights ago I decided to go against the 'norm', and, rather unwisely decided I would end my night with a healthy, balanced, nutrition filled meal. 1 hour and 45 mins later I decided I'd worked off enough calories walking about in vain looking for that elusive 'good food takeaway' and so walked into the nearest 'burgers, chips, kebab and a pizza' joint.

Is there not a valid profitable market for such places to be open at 3a.m.? Ok maybe not, but surely with the way in which consumer behavior is adapting, and health continuing to become an important aspect of more and more peoples lives, there clearly is a market out there, maybe a niche market for now, but a market nonetheless.

I do think this is more a rant than any form of worthwhile writing, but oh well, I blame the chicken from last night, bad food doesn't feed the brain.

What 'makes' what...?

Can an advert really 'make' a song? Or does the song 'make' the advert..? Hmmm..just an intriguing thought going through my mind at present. There have been a vast range of incredibly good adverts and campaigns which feature a new and diverse song, or an up and coming artist, or even the use of a past creation which has been bought into the times with a good ad, maybe.

Examples of where this has been immensely successful is the fairly recent Cadbury's piece with"Don't stop the rock" by the Freestylers, and also the not so recent Sony Bravia campaign with "Heartbeats" by Jose Gonzalez, both of which are fine examples of Adland working proficiently. But what intrigues me most is, could those adverts have been as successful with other songs? Or could those songs be as successful with other adverts..hmm.. In all honesty I guess so, looking at it from a creative angel, someone, somewhere would be able to make them as impacting as they we're in their respective ads.

Nevertheless, two fine examples of where each contributer plays a key role, but not quite as an important role as the geniuses who had the creativity, flare and wisdom to infuse the two...

Kerry in final cut...?

Can anyone remember the talented, happy, vibrant, magazine adorned days of Kerry Katona..? Well nor can I. This once upon a time pop sensation has seen more ups-and-downs than Bill Clintons trousers, but even he's managed to re-emerge with a credible and almost respectable image of late. With new images of Kerry Katona surfacing all over the media showing her undignified and simply unacceptable approach to self medication, I wonder are her days as a 'usuable' public figure finally over?

We've seen Kerry in magazines, billboards and TV at every stage of her rather peculiar journey, from the highs of pop stardom, to the lows of depression, to the highs of her ability to overcome her issues, to the lows of addictions. Throughout that period Kerry's been able to utilise herself effectively, and in both good times and bad she's used that image to sell her brand, whether its for Iceland or MTV. However with the recent images emerging of Kerry snorting copious amounts of cocaine in her bathroom, surely she's put the final nail in her demise as an advertising and branding asset for good. With Icelenad looking to pull out of their contract with Katona, and her shows ratings dwindling by the week it's difficult to see how even another re-brand and freshened approach would help her bounce back once again. No doubt the PR spin will once again be out in force and a new 'makeover' forecast for the coming months, but now it's honestly felt the brand that is Kerry Katona and all it represents has finally hit rock bottom, maybe not so much with this one action alone, but the culmination of everything involved and her ability to repeatedly become the talk of the town, for all the wrong reasons.

Kerry Katona we do wish you well, but from Adland, I think we'd rather just watch from afar.

Why is Adland such a 'blah'?

There are no set rules, no specifics, no guidelines, no true way, no defined path. Just a conglomerate of information and ideals, which inevitably vary immensely from one person to another, from one hour to the next. Lets just look at the 'simple' issue of employment in this vacuum of creativity and sacredness. Is a degree enough? Is a Masters enough? Is a Phd enough? A years experience? 2 years? 17years? A blog followed by 159,098? Devilishly good looks? A designer suit? A pair of converse? A few good 'tweets'? Well the honest answer is no. Thats not enough. If that was all that was required of us then I guess we'd share our departments with the accountants, not that their a bad species or anything. But Advertising and Marketing, lets get it technically right, ok, Marketing and PR is not based on rigid structure, or defined achievements; nobody knows what is, or is not enough, you only know once you try it and see what results. Like everything in Marketing and PR it's about being fresh, dynamic, infusing your ability with what is required, and not blurting out a mass of creative mess which has no meaning, association, or connection.

Above all else and most importantly, its about passion, creativity and enthusiasm for media. Enjoying all aspects of interaction, and finding it to be a hobby that you love and enjoy, more so than seeing it as work, or a job. It is about having the ability and character to infuse your passion, creativity and ability in a very productive and driven manner in order to utilise your skills and proficiency effectively for your organisation and client.

So why is Adland such a blah? Well it's got a lot to do with everything and everyone involved. Creativity is a blah, it's not defined or structured, getting in is a blah, ones job role is a blah, you might look back and consider this post to have merged into a blah of information. Everything is an opinion and that's what makes Adland such a potent, and diverse being. It's constantly evolving, growing, learning and adapting. It's not merely a 'blah', it is something so much more powerful than that. It is becoming what it wasn't yesterday, which is what makes it what it is.

A good Ad?

Whats the best ad you've seen on the box over the last few months...? This time last year I could roll a list as long as my arm off in a matter of seconds, but today there just isn't the creativity, oomph and dynamism...or is there...

Well there is one that stands out, for it's uniqueness, dynamism, ability to generate wide spread interest, with gallons of creativiey and an 'oomph so powerful that it can be felt in the dark valleys of..well Liverpool St. station..yes you got it, it is the T-Mobile – Life's for Sharing campaign.

The T-Mobile campaign stands out more so than any other due to its ability to be fresh and dynamic and capture the imagination of not only their target market but a larger audience, while maintaining the core elements of a successful campaign. The 'Liverpool Street Station dance' showed how advertising and marketing can still push the boundaries in being creatively dynamic and generating interest on a huge scale due to its fresh and unique approach.

However, for me the most important factor of this campaign is how it infused that creativity and dynamism into a successful and connecting marketing 'idea' for T-Mobile. The campaign held the core values of sharing, enjoyment, people and emotion, together with this fresh, dynamic, inspiring idea to produce a campaign which connected to T-Mobile very successfully. Credit should also be giving to the creative edge of the campaign, as over night it became more than an 'advert', it transformed into an internet phenomena, and the talk on everyone's lips.

I believe this was a very successful campaign due to its ability in every way to be fresh, connecting and interactive, while constantly relating to the brand in question. Looking back at it, each element of the campaign worked immensely well with everything involved, from the wide spread interest generated, to the fusion of values and ideas, to the idea of sharing, down to the simplicity of the overall idea itself.

A campaign very precisely put together, and perfectly executed.