The Voice of an Angel

It's here...the Wow Idea...& it's...

...A teaser campaign.

Disappointed aren't you.

So is the consumer every time we do one. Teaser campaigns only work for high interest products like movies. See link in the headline.

They don't work for washing powder. It's just lazy or desperate creative thinking. Clients like them because they confuse their high interest in the product with the consumers potential interest.

Dinosaurs coming back to life is interesting, another blade on a Gillette razor isn't. Gillette...now with 11 blades! It's one louder. Slightly more than the Gillette 10 blade razor for a slightly smoother shave.

But there is something worse than a teaser campaign. And it's coming soon....

Start the Day with a Good Breakfast

Click through for more classic BBC comedy. They really should take advertising though

57 Rules available as a free download

The things I am prepared do to understand new media. I have sacrificed myself at the altar of vanity publishing.

Click the headline for a free download of the new paperback Nobody Knows Anything, the 57 Rules of Media. Or, Stop Spending...Start Thinking.

I got the last piece of advice "Stop Spending, Start Thinking" from President Jean Francois van Boxmeer when he was the head of Zywiec/Heineken in Poland. It was just before he fired Y&R for producing shitty creative work. It wasn't our fault...honest

But he was right though . Our posters were rubbish. He is now the Global Chairman of Heineken Worldwide.

One Fish, Two Fish, Red Fish, Blue Fish

Before I reveal the brilliant media/creative idea I trust you are enjoying the fish on the left.

Insurance company crash data shows that colours are crucial. Red & Yellow are the most visible colours. Boring black cars crash more. White in winter in Russia is practically invisible. That might sound obvious but our bright creatives once made a white poster for white chocolates which went up for in time for Christmas.

So if you are a brainy brand builder your box should be red, or yellow or even both - like Pirelli above. Think about the leading brands in these categories & picture the colour(s) you associate them with; Cigarettes, Chewing Gum, Soft drinks, Toothpaste, Tea, Breakfast cereal, Jeans, Fast Food & Sports Cars. Free copy of "Googled" to whoever can name the brands which fit the above categories - email me on pgarethbrown@gmail.com.

Even the most celebrated football team in British history is dressed all in Red. You'll Never Walk Alone.

And in the title of the book by Dr.Suess (rhymes with Voice) the Blue fish comes last. Like Chelsea failing to make progress in the European Cup again last night.

Coming Soon....

....a brilliant creative Wow! fantastic amazing idea. While you are waiting click through the Pirelli poster below for one of the greatest ads of all time or enjoy the fish on the left.

If you can't wait email me on pgarethbrown@gmail.com & I'll send you a clue.

Creatures of Habit

We all have our routines. How we get up in the morning, how we get to work/school & which media we enjoy.

I heard a great idea at a media conference, & believe me that is a rare expression..."use different media". I'll repeat for emphasis - use different media. Buy Hello magazine, watch daytime tv, listen to a new radio station & perhaps most importantly use public transport to see the posters as consumers see them.

Yesterday using the Moscow Metro I noticed that the posters on the escalators are parallel (see link in the headline) This makes them difficult to read, even made me a bit travel sick. In London they are smaller & in line with your vision & therefore easier. If someone could persuade the Metro to realign the posters they would be more visible & would help sell more products.

So buy a Metro ticket & take a "Student" tour of Moscow- it's only 26 rubles. And read Hello listening to Jazz FM while you are circling the Circle Line