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September 15, 2008
The 4th Dimension
For 80 years work in our industry has continued to operate based on the same method: An advertising idea finds its way to the consumer through many different media channels. It’s not just our instinct that tells us it’s not working that way anymore – the facts that define our client’s success and thus our success show us it’s not working anymore. But what happened exactly?
The world changed, faster and more radically than anyone suspected. The consumer changed more fundamentally than any market research has indicated. Media, as we understand it, changed completely, more than publishers and media houses could have ever foreseen. And technologies have changed with a speed that challenges even the fastest super computers and insane future scenarios.
All this is nothing new. It is common knowledge among every junior accountant executive and product manager. Every informed creative director notices it and every intelligent-minded agency uses it as introduction to their presentations. The novelty is the consequence and it is more basic, fundamental and revolutionary than all other changes in our industry combined. But let’s start at the beginning.
An agency, advertising a product or brand always works towards the same objectives, regardless of creative, media, market or discipline – and that is to find a statement, a position or a benefit for the advertised product/service. And in its role, the agency is acting as an extension to the client‘s marketing department, which is itself an extension of the client’s product development department.
Furthermore, agencies translate the statement, position or benefit into an advertising idea that – no matter how exceptional the format and execution may be – in the end it always states the same -- and that is: "Look how cool I am and what great things I can do." How many people do you know who talk like this and are regarded as cool or interesting? An advertising message is presented to a target group. Old world. Old thinking. Old format, or as I call it: Creativity of first dimension. But is that really creative?
Amir Kassaei, Chief Creative Officer, DDB Group Germany
Posted on September 15, 2008 5:22 PM | Permalink
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Comments (1)
Joseh Bankier
Greetings Amir, thank you for your time,
A good ad is defined as; I enjoy you in my mind and I grant you access freely, for me to share, if I choose. To find a statement, a position or a benefit for an advertised product or service.
On the basis a good product sells itself, the basic fundamentals of selling are lost in most advertising attempts. The demographics and peoples affordability define in larger terms what most people buy.
What works defined as advertising dollars spent per percentage of sales volume incurred is vague and generally unknown.
If all business practices followed the same general principles and pricing, a gauge line could be assessed if the advertising used actually works.
Missing in most advertising is the people connection, the aim of each ad attempted.
Brand name over affordability or a better price, most peoples purchasing is restricted to personal lifestyle and credit purchasing.
Modern adaptability to change from old school can increase purchasing with openness. All people inherently are designed with the same basic needs and functions. The need for self-improvement over product sales is missing in general terms.
What sets apart a company from its competitors is its perceived understanding of people and how people perceive them or their product or service.
I believe beyond the statement of each ad or product sold, a genuine and open caring attitude wins, without the thought of importance how would I know, had it not been for another telling me.
Amir my name is Joseph Bankier and would love to enter your advertising world as a conceptualist gifted thinker and ideas man would be honored to work with you to improve and increase from your base line cost, your profit.
My specialty is captions and finished ideas companies pay top executive dollars for. Some of my work provides
Intelligent inspection of advanced learning option capabilities; to unify all threat management solutions to provide simplified, cost-effective ways for businesses to enforce risk management strategies and policies across the human spectrum to build their network.
Specializing in inner security lifestyle, a category of personal solutions that enable self and organizations to effectively implement their personal productivity and security objectives, collectively.
My 0912 self help solutions, manage, audit and analyze all unwanted mental viruses and rules that change a person’s product or service support.
By integrating a good defense system into an easy to implement concept solution, my standard ties inner security with a simple system eliminating the need for external visible untruths.
My concept and high-performance infrastructure helps self and management, create a responsive and trusted environment for accelerating the deployment of better ideas, services and applications to a single internal network, used to improve each self-task and business requirement.
As a provider on Sportsmanship Standard security solutions, taking a full approach to protecting internal and external access to peoples sustenance and good fortune, all positive attributes build and support all growth and business development, as all applications of a persons well being is being improved.
sample -
Dolphins in and out of water - Silk Silence
I look forward to your reply.
In the service of others Joseph
I am located in Vancouver / BC CANADA
778 882 4019
Posted by Joseh Bankier | October 14, 2008 2:48 AM