Wonderful use of all media - especially the internet. Click throught the headline for the Making of the T-Mobile Dance.
One criticism though...is it a campaign...?
Thursday, April 30, 2009
Help Your Career - Have a Child :)
Years ago I read an interview with several media directors & what the greatest event in their career was. They mentioned satellite TV, the Internet & other obvious stuff. None mentioned having children.
For me the greatest change in my career was the birth of my daughter Inez. Suddenly you see the world from a different angle. Pampers posters, previously invisible, become relevant; Restaurants & holiday destinations are chosen for child-friendliness not the Nightlife.
But most importantly from a professional viewpoint is you start watching family movies, reading childrens books again & when they get bigger - understanding new media. My daughter taught me to use Facebook, how to use an iPhone & has shown me things on YouTube which I would never have found.
In summary if you want to understand new media - get a child. Preferably your own - but in a pinch you could steal one.
My daughter showed me the video above & it started me thinking about how best to use the internet. Nearly 50 Million people have watched this. And yet it is unbranded.
In the past clients understood how to exploit new media - the term Soap Opera comes from Washing Powders sponsoring Radio programming. If you need to know how symbiotic the relationship was between marketing & media watch Quiz Show by Robert Redford.
The internet is 20 years old & no client has yet invented a Google, a Facebook or a YouTube. A poor performance from both marketing & media - maybe we all need to spend more time with our children....?
For me the greatest change in my career was the birth of my daughter Inez. Suddenly you see the world from a different angle. Pampers posters, previously invisible, become relevant; Restaurants & holiday destinations are chosen for child-friendliness not the Nightlife.
But most importantly from a professional viewpoint is you start watching family movies, reading childrens books again & when they get bigger - understanding new media. My daughter taught me to use Facebook, how to use an iPhone & has shown me things on YouTube which I would never have found.
In summary if you want to understand new media - get a child. Preferably your own - but in a pinch you could steal one.
My daughter showed me the video above & it started me thinking about how best to use the internet. Nearly 50 Million people have watched this. And yet it is unbranded.
In the past clients understood how to exploit new media - the term Soap Opera comes from Washing Powders sponsoring Radio programming. If you need to know how symbiotic the relationship was between marketing & media watch Quiz Show by Robert Redford.
The internet is 20 years old & no client has yet invented a Google, a Facebook or a YouTube. A poor performance from both marketing & media - maybe we all need to spend more time with our children....?
Wednesday, April 29, 2009
Take Movies to the Masses...
Will somebody please sell this idea to a client...A mobile cinema. We all know that advertising in the cinema is the most powerful media. Imagine the impact this would have arriving in a small town in Russia. You never forget the first time you saw Star Wars. This is a golden age of Kids Kino; Harry Potter, Twilight, Pixar...even bloody High School Musical.
If you are reading this then please make it happen. I've been trying for 7 years. Obviously it's my poor Sales skills. But if it works in dour depressed Scotland it can work anywhere. Would only cost around $1 Million a year
If you are reading this then please make it happen. I've been trying for 7 years. Obviously it's my poor Sales skills. But if it works in dour depressed Scotland it can work anywhere. Would only cost around $1 Million a year
Natasha's Dance by Orlando Figes
Wonderful book about the cultural History of Russia. Perfect metro reading material...
Russian Visa...That'll do nicely
You know the Mastercard campaign...apply it to getting a Russian Visa
Flight to London $500
Hotel Bill $500
AIDS test $200
Eye test $300
New Glasses $400
Swimming test $100
Getting Russian Visa Priceless
I will have to make my 5th 'Visa Run' in 9 months. In the time I could have fathered child I have been to London 5 bloody times to sit around waiting for the Embassy to process the paperwork.
I use a wonderful agency based on the Strand. Their link is in the headline above. They are based in an opticians but don't be put off by the bizarre branding. And they always give me as much tea as I can drink & sometimes even a muffin.
But recently getting a Russian visa has made the phrase Kafkaesque redundant. In future Byzantine will be replaced by 'like getting a Russian visa.'
Tuesday, April 28, 2009
All Forecasts About the Oil Price Are Wrong
Nicholas Taleb, Author – The Black Swan, The Times, June 1st 2008
Russia = Oil = Economy = TV Price
http://www.exchange-rates.org/history/USD/RUB/G/180
So the Economy drives the price of TV. And the Oil price drives the economy. To predict the future price of TV all we have to do is understand where the Oil price is going & extrapolate the data. The Economist should have the answers
November 6th 2008 - 'back to $147'
November 19th 2008 - '$75 a barrel'
December 4th 2008 - 'Deutsche Bank sees prices falling as low as $35'
January 19th 2009 - 'our forecast $35'
And 10 years earlier - 'We may be heading for $5'
So that's easy then, anywhere between $5....&...$147
What we do know is that Russia & other ex-communist countries will continue to grow. The only way is up. The question is how far & how fast.
So the Economy drives the price of TV. And the Oil price drives the economy. To predict the future price of TV all we have to do is understand where the Oil price is going & extrapolate the data. The Economist should have the answers
November 6th 2008 - 'back to $147'
November 19th 2008 - '$75 a barrel'
December 4th 2008 - 'Deutsche Bank sees prices falling as low as $35'
January 19th 2009 - 'our forecast $35'
And 10 years earlier - 'We may be heading for $5'
So that's easy then, anywhere between $5....&...$147
What we do know is that Russia & other ex-communist countries will continue to grow. The only way is up. The question is how far & how fast.
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