Tag: Advertising
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An ad campaign for Tesla
Ad world has been waiting for this moment: Tesla’s CEO Elon Musk just announced that his company will try a little advertising in order to highlight lesser-known features in the company’s vehicles. Any advertising will have to be informative and aesthetically pleasing. Well, if this doesn’t sound like an open brief to me that invites…
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Nine things to do to grow as a strategist
One theme, nine things There are few topics that are as relevant for ambitious strategists as personal growth. It’s a topic that never gets old. Unsurprisingly, in a discipline that is only vaguely defined, there are hardly any frameworks for personal growth that are widely available. Every agency handles growth differently – and, to make…
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The Barriers of Getting to Great Creative Work
If you’re reading this, chances are that you are one of those people who spend hours, days, weeks, weekends, holidays, anniversaries, and your partner’s birthday in pursuit of great creative work. And even though we might know it when we see it, it’s interesting to see that great creative work is different for all of…
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The Creative Work We Consider Great
A couple of months ago I have sent out a survey to advertising professionals to find out more about what they consider to be great creative work. I wanted to find out what constitutes great creative work in their opinion – and what they think stands in the way of it. While I’m finalising that article,…
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Unfollow. Why following each other won’t get us nowhere new
Over the past weeks I tried to get back a bit more into my old “reading interesting stuff the industry is talking about” routine. Staying up to date on strategy, planning challenges, the industry and their thought leaders is, after all, part of what enables a strategist do to their job. Or at least that’s…
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The Risk of the Customized Agency
And here it is: another ‘customized agency’ It’s been in the press for a while, but today it got some more exposure. ThyssenKrupp and Thjnk (where I’ve worked before moving to Amsterdam) are launching a new agency, a customized agency. Which seems to be the latest rage among bigger brands, not only in Germany (McDonald’s,…
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How Creativity Benefits From Noise. Or: Jump in the Pool
The past months have brought some changes in my life. Nothing dramatic, but still significant enough to allow some of these finding their way onto this blog in the next couple of weeks, because in a way #everythingisnieuw. About three months ago, I moved from Hamburg to Amsterdam, from a German agency to an international one: from thjnk…
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What Advertising Can Learn From BuzzFeed
A few days ago I attended a panel discussion/interview with Juliane Leopold, founding editor of BuzzFeed Germany, at betahaus Hamburg. She talked about how everything started, how she set up the team, how BuzzFeed wants to be political and opinionated, etc. All of this wasn’t really surprising until the moment when she opened the site on…
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What A Priest Told Me About Lovemarks
Two weeks ago I attended the wedding of my cousin. I expected to hear a lot about love and faith and relationships. What I didn’t expect was hearing about brands. Most of you have probably heard of the lovemarks concept, introduced by Kevin Roberts some 12 years ago. That book made me think about the…
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Survey: If Your Child Wanted To Become A Planner…
I became a planner without wanting to become one. Almost accidentally. That’s nice because this way I never really had to deal with the challenge of “becoming a planner”. But what if there are people out there who deliberately want to become planners or strategists and don’t know where to start? That’s why I decided…