#Ogilvy

[adcollector]

OGILVY (South Africa) for Handy Andy

[dailymontreal]

Holt Renfrew Ogilvy

[red-of-raxacoricofallapatorious]

the twink death must have been cataSTROPHIC

[manuhigueras]

Lunar new year is magic when we come together.

New social norms have widened the generational gap between Asian youth and their elders.

[unfoldingmoments]

Only if we are eternally unhappy with compromise.

Only if we leave no room for excuses.

Only when we show appropriate disdain for experience & absolute respect for the work.

Only when all of us resolve to relentlessly practice the 8 habits, on every job bag, on every project and on every campaign, will we begin to prove that we are not Goliath, but a company of Davids.

Never the End

— David Ogilvy

[tofutasties]

Copywriters

Copywriters may not be the most visible people in agencies, but they are the most important. The hallmarks of a potentially successful copywriter include:

Obsessive curiosity about products, people and advertising

A sense of humor

A habit of hard work

The ability to write interesting prose for printed media, and natural dialogue for television

The ability to think visually. Television commercials depend more on pictures than words

The ambition to write better campaigns than anyone has ever written before

‘Most good copywriters’, says William Maynard of the Bates agency, ‘fall into two categories. Poets. And killers. Poets see an ad as an end. Killers as a means to an end.’ If you are both killer and poet, you get rich. —David Ogilvy, Ogilvy on Advertising (1983)

[disenografia]

Como escribir, por David Ogilvy. 7 de septiembre de 1982. Un memo para circulación interna de sus gerentes como vieran conveniente.

Entre mejor escribas, más alto llegarás en Ogilvy & Mather. Las personas que piensan bien, escriben bien. La buena escritura no es talento natural. Tú tienes que aprender a escribir bien. Aquí hay 10 pistas:

Lee el libro de Roman-Raphaelson sobre escribir. *Léelo tres veces.

Escribe de la forma en la que hablas. Naturalmente.

Usa palabras cortas, enunciados cortos y párrafos cortos.

No uses palabras rebuscadas como reconceptualizar, demasificación, actitudinario, sentencioso. Son marcas de un tonto pretencioso.

Nunca escribas más de dos páginas sobre algún asunto.

Revisa tus citas.

Nunca envíes una carta o un comunicado en el día en que lo escribiste. Léelo en voz alta la mañana siguiente—y luego edítalo.

Sí se trata de algo importante pide a un colega que lo mejore.

Antes de enviar tu carta o comunicado, asegúrate que sea claro como el cristal lo que quieres que tu destinatario haga.

Si quieres ACCIÓN, no escribas. Ve y dile a la persona lo que quieres.

*Kenneth Roman y Raphael Raphaelson, Writing that works, Harper & Row, 1981.

Fuente: Linkedin de la agencia Ogilvy.

[rlewisphilly]

How about this place?

“What’s in a name”?I ponder if William Shakespeare thought that when looking for a happy hour spot in France.  Today, we just do a Google Search, which reminds me…“Great marketing only makes a bad product fail faster”. Thank David Ogilvy for that. I also think of another quote: “Don’t judge a book by its cover”.  How about a bar? Cheers

[madstars-festival]

[JURY INTERVIEW] The Key to Successful in the Rapidly Evolving PR World

Miriam Wells, Chief Creative Officer at Ogilvy PR, served as a final jury for Outdoor Stars, PR Stars, Brand Experience & Activation Stars, Media Stars, Place Brand Stars, and Commerce Stars at MAD STARS 2024, held last August.

Miriam Wells brought a broad perspective and strategic insight to the MAD STARS 2024 jury room. The chief creative officer of Ogilvy PR has diverse experience spanning PR, marketing, corporate affairs, digital and social strategy, content, employee experience, culture and change management, planning, and brand narrative. She is also known for her natural ability to bring out the best in teams and projects across all business areas, a results-oriented, collaborative creative leader, who is enthusiastic about big ideas that build brands and get people talking. Her experience also covers a vast range of clients - Cochlear, Atlassian, WPP AUNZ, BHP, Mars Wrigley, Transport for NSW, HealthDirect, Department of Human Services, American Express, University of Newcastle, Equality Australia and Ikea.

She shared with MAD STARS what she said was a remarkable experience judging this year, highlighting the calibre of the MAD STARS Awards and its judging process.  

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Q. PR has evolved in the last five years. How has this changed your approach at Ogilvy PR? 

A. PR can best be described as restless.  It is in a state of constant evolution – the nature of the work mimics the always on news[feed] cycle that we’re all plugged into as consumers. And while that has seen a multitude of changes take place, three things in particular stand out: 

Purpose is still paramount, but it’s also tempered by humor as a critical emotional shortcut for audiences given the world and the media need a dose of good news in their feeds where possible.  So while it has been great to see brands increasingly take a stand on important issues over the past few years, it’s also delightful to see some fun back in the mix with brands in on the joke.

Earned creativity is increasingly at the center of integrated work and is an exciting place for brands to play. The strength of ideas that earn their place in consumers’ lives, with the scale and craft of an integrated team behind them is a sweet spot for good work.

Playing to the Minor stream (our approach to finding niche but highly engaged audiences) has become increasingly important given the splintering of the landscape into algorithm niches and devoted cultural fandoms. Highly specific target audiences can give you a better runway into creative tension, and striking a resonant chord with a small but highly engaged target group has rippled into the zeitgeist.

The ability to work within and address these changes can only come through deep understanding and insight into culture.  As a result, Ogilvy PR is constantly tracking cultural shifts, ensuring our entire team is tapped into what’s next and how to apply it to our clients’ business issues. 

We are also lucky enough to work in an environment where creativity and strategic thinking is a vital part of the PR mix and where innovation is applied as a matter of course. 

Q. How important is local knowledge to a successful PR campaign? 

A. The strongest campaigns tap into and earn a place in culture – so local cultural insight and nuance are absolutely critical. That’s why judging international awards is always so fascinating.  It provides valuable insight into the cultural dynamics of different markets, and how brands navigate them with creativity.

Q. The final jury filters great ideas from good. What, for you, determines that a campaign makes that leap to win a significant award run an international competition? 

A. The triple threat of laser insight, stellar creative idea and exceptional execution. I think that also given the international dimension of a competition like MAD STARS it’s work that nails one of the two ends of the cultural relevance spectrum – some work that is so universal that it transcends language barriers and geographies to resonate with juries. On the other end of the spectrum, it’s work that is highly local and culturally relevant to the market it’s for (supported by precise context setting in the award submission) that can really make it stand out and cut through with audiences. Effectiveness is another key dimension, great work never shouts into the void. It affects change whether at a consumer, product, brand, business, policy or cultural level.

Q. What stood out for you during judging?

A. This wasn’t technically during judging, but I think it also highlights one of the themes that emerged during judging. Fernanda Machado’s MAD STARS keynote was truly thought-provoking – I loved the insight he gave into his work with NotCo and how their AI chef 'Giuseppe' is enabling rapid product formulation prototyping for plant-based food. He also talked about a billboard stunt the company used to launch its protein drink, calling out the market leader Danone with a light projection opposite Danone HQ in Brazil. This was a move that saw the brand fined by the local advertising standards body. The NotCo team knew this going in and built the cost of the fine into their marketing plan.

I love these two NotCo stories because they really highlight both the opportunity and limitations of generative AI technology - speed of experimentation and prototyping can be a huge creative asset on the one hand, but on the other, it’s unlikely AI would suggest something against the rules and out of the box and build the fine into the cost of doing business.

And this is something that threaded through some of the judging discussions at the festival – AI, like other technologies at our disposal, is a useful tool, but it’s rarely the idea. It needs human imagination to realize its potential, and you could argue that AI could also be a tool that helps push human potential further.

Q. There is a lot of talk about bias in judging. What do you think are the most important “ingredients” to ensure fair judging?

A. A diverse and inclusive jury, not only in terms of cultures but also across other intersectional dimensions including gender, neurotype, and professional experience and disciplines. One of the wonderful things about MAD STARS was meeting creatives from all over the world: Korea, Thailand, the UK, Italy, Japan, Brazil, Bangladesh, Canada, South Africa, UAE and more. And, of course, each person brings their own experience biases, and subjectivity to the table, but that broad mix of those points of view together can strengthen the discussion.

I saw some recent industry commentary around gender diversity in the Australian market, and one of the comments that stood out to me was about the power we have as professionals being invited to judge, speak, and share stages, column inches, and airspace – that we can ask who else is being consulted and invited into those spaces and opportunities.

We can decline if the cohort is lacking in representation. The more differing points of view and lived experiences in a jury room, the more space there is for productive dissent, and this is often key to making work and of course, judging decisions better.

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An interview about how the power of creativity can transcend cultural, technological, and conceptual boundaries!

For Miriam, last year's Busan International Marketing & Advertising Festival proved just how much a mix of perspectives can raise the bar in the creative industry.

MAD STARS 2025 will be held in August with the theme of 'AI-vertising, AI Advertising Marketing Era', and will showcase ideas with 'Laser insight', 'Stellar creative idea', and 'Exceptional execution'.

Stay tuned for more information!🙏🏻

[thingsfromthehead]

[adcollector]

MEMAC OGILVY (Bahrain) for Ikea

[psambrakos]

Eυχαριστώ την συντακτική ομάδα του ERTNews και τον αγαπητό Ηλία Σιακαντάρη για την συνέντευξη αυτή στην εκπομπή PRIME με θέμα την χρήση της Τεχνητής Νοημοσύνης στη διαφήμιση. Δείτε εδώ:

[normalcyisfake]

James Ogilvy is a close confidant of William & Catherine.

[manuhigueras]

Surrender to the andalusian crush.

Quien la conoce, se rinde ante su grandeza.

[twohitgames]

LG webOS celebra su décimo aniversario con grandes ofertas

LG Electronics celebra el décimo aniversario de webOS con ventajas para sus usuarios, entre las que destacan la renovación gratuita del sistema operativo Smart TV durante los próximos hasta cinco años1 y la suscripción gratuita a diferentes plataformas como Apple TV, Apple Music, DAZN, Amazon Prime Video o Rakuten. Los propietarios de modelos de televisores 4K adquiridos desde el 2018 hasta…