Creating and Building Conversations between Buyers and Sellers
by Donna Baier Stein and Alexandra MacAaronBusiness and marketing executives have realized for a long time that it’s a new day in marketing. Customers, both potential and actual, don’t want to be talked at or preached to, or put at the center of a bull’s eye. They want to be engaged, to make their needs and wants known, in ways that suit their particular needs.
It gives the reader a strategic blueprint for creating the kinds of dialogs customers want in ways that those customers want to be engaged.
To give birth to pigs; farrow.
PUNTO DE PARTIDA:"THE CONSUMER OF 2020"
Segmentação dificultada:
"Tomorrow’s consumers will not easily be segmented. 'High end' customers will sometimes buy cheap goods and 'low end' seek the occasional luxury experience."
Cruzamento de categorias:
"The same upscale consumer who seeks out the “retail theatre” of an Armani store to buy a suit will go to Wal-Mart over the weekend to stock up on bulk items."
Novos padrões de consumo:
"Consumers will value products and services that are tailored to lifestyle and life-stage needs, particularly health and ageing."
Credits:
Agency: BBDO, New York
Chief Creative Officer: David Lubars
Creative Director: Susan Credle
Creative Director: Steve Rutter
Senior Producer: Becky Friedman
Copywriter Rick Abbott
Art Director Bryan Wilson
Production Company: Radical Media, New York
Producer Samantha Storr
Director Dave Meyers
Editing House: Blue Rock Editorial
Editor: Don Kleszy
Special Music:
"Such Great Heights" by Iron and Wine:
Post Effects: Charlex, Inc.
Executive Creative Director: Alex Weil
CG Supervisor / Effects Supervisor: Keith McCabe
Senior Smoke Editor: Kevin Matuszewski
Senior Smoke Editor: Christopher Palazini
Smoke Editor: Rob Aiello
Senior Flame Artist: Greg Oyen
Senior Flame Artist: Marc Goldfine
Flame Artist: Jesse Newman
Flame Artist: Burtis Scott
Flame Artist: Kevin Quinlan
Designer: Chisa Yagi
Lead Animator: Tony Tabtong
Lead Animator: Pat Porter
Animator: Miles Southan
Lead Lighter: James Fisher
Lighting Technical Director: Cody Chen
Lighting Technical Director: Gong Myung Lee
Lighting Technical Director: Szymon Weglarski
Lead Character Technical Director: Steve Mann
Character Technical Director: Andre Stuppert
Lead Effects Technical Director: Bill Watral
Production Coordinator: Aleen Kim
Producer: Christine Vallee
Senior Producer / Effects Supervisor: Steve Chiarello
Executive Producer: Adam Isidore
"The advertising idea":
O conceito da campanha passa por lançar o desafio aos pais para que sejam “o seu filho por um dia” pretendendo brincar com a ideia generalizada de que os mais novos ainda não têm idade para ter um telemóvel.
Ficha técnica:
[ Dir. Criativo: Leandro Alvarez | Dir. arte: Gezo Marques
[ Redactores: João Ribeiro, João Castanho | Produtor: António Serrano
[ Dir. conta: Miguel Gonçalves | Account: Joana Heitor
GO BOLDY FORTH, CONRAD TELLS ACADEMY STUDENTS
21 June 2005
Michael Conrad, Dean of the Roger Hatchuel Lion's Academy, has urged students to be bold.
"Don't play it safe," he told the 29 members of the academy, who have come together from 22 territories for a one-week immersion course in the best of what the advertising world has to offer. "Don't be afraid to rock the boat and don't be held back by the existing expectations of managers or agencies."
From initial observations, the students - all of whom range in age from 18- 23 - have brought with them "a much more human approach" to the advertising industry, said Conrad, who is the former Worldwide Chief Creative Officer of Leo Burnett.
The academy members have also brought with them the idea "that advertising and communication must serve human interest", he added.
The academy, now in its third year, is the brainchild of the former Festival Chairman, Roger Hatchuel. "The buzz word of these younger creatives is viral marketing," Conrad said. "This generation demands that an idea be interesting enough that they'd want to pass it on to their friends."
The students come in for a week under the guidance of Tutor Clive Challis, Head of the advertising ourse at Central Saint Martins in London. In the coming days, more students are due to arrive from Asia, as well as from Central and Eastern Europe. "These are students who are completely cool with multiple platforms and new media, and are totally comfortable with bringing both concept and empathy to their work," Challis said. "In that, they are ahead of the industry."
"Usually when people enter the industry, the technology is a barrier and the process of overcoming it can have a diluting effect on the ideas," Conrad added. "But that's not likely to happen here."
Noting that the students represent the "the créme de la créme" of the younger generation, Conrad said he worries the academy members may be held back by the current generation of managers and agencies, many of whom are not that comfortable with new technology. "They also have a fear of rocking the boat," he added. "They don't want to lose clients. But what I want to tell these academy members is that our clients are here to rediscover creativity. This is not the place to play it safe."
The students are also being taught by the créme de la créme of the advertising world. In addition to attending the seminars, they will participate in intimate sessions with the likes of Ogilvy Toronto's Janet Kesten and Nancy Vonk, WAM's Pierre Marcus, IdeaMangement's Ralf Langwost, and McCann Worldwide's Marcio Moreira.
by "http://www.canneslions.com/news/archive.cfm?newsid=152"
