Category Archives: Brand Management

It’s time to re-think your approach to Social.

I spent a day with some of the brightest young minds in advertising last week.

The similarities

All were fabulous, capable, intelligent, hard-working ‘go-getters’. All were running some of the better social media campaigns in Australia.

Some were from boutique agencies doing really cool stuff, others had evolved to freelancers, some were in-house marketers, while others were clinging lovingly to the structural ropes at some of Australia’s biggest agencies.

All were social coordinators, social leaders, the agencies’ ‘social experts’.

Yet, throughout the course of the day, I felt myself go through all the stages of grief.

I took the next day off to get my head back into production mode and (as luck would have it) I was surrounded by social marketing and social media practitioners who also shattered my new media soul into a thousand pieces when they started telling me How2 Social through buzz phrases, which included (but painfully was not limited to) ‘personal brand’ in the same breath as ‘authenticity’ and ‘social measurement’ as Facebook metrics.

Over two separate days in two completely different environments, my grief was confounded.

Why?

In the short space of two days, it became abundantly clear that current practice is merely a hybrid of the platform ‘certified’ sales pitches. A regurgitation and adaption of the papers we were writing and the presentations we were giving back in 2012…

OVER FIVE YEARS AGO!

(and yes, I know I’m screaming, but seriously…?!)

Discussions around social media have traditionally been driven by the available technology, or social community management issues that have arisen through the event of participation.

Traditionally, advertising and media agencies have worked behind a thin veil of creative agency presenting ‘the solution’ as the requisite bridge between product/ sterile company and desired consumer.

Sadly however, a large percentage of Advertising, PR, Communications and Media Agencies are entrenched in outdated business practice when it comes to production for and distribution on social.

If these company representatives are anything to go by, even the agencies who have re-badged their Art Director to Creative Lead are missing the point somewhat entirely!

This only compounds my grief as Australian agencies should be leading the global creative charge in this space (and no don’t point me to the self-congratulatory industry statues corporations spend millions to win each year).

Creatives have the opportunity to lead, rather than dwell.

Directors have the opportunity to integrate and showcase, rather than merely direct traffic.

Oh.. and to the Preditors (the hybrid being that is both producer and editor) let’s make a concerted effort to lose the jargon.

It’s not about what you call yourself, it’s what you say and do that drives impact.

‘Tis the Season for Christmas Ads

In the US Super Bowl advertising can make and break careers.

In the UK, the advertising heavyweights concentrate their efforts (and a large percentage of spend) on Christmas.

This year Marks & Spencer (or M&S as it is more commonly referred) released their contribution to the corporate advertising ‘Christmas cheer’… and it’s an absolute winner.

Not only is it beautifully shot, its originality is decidedly refreshing… and VERY clever.

Don’t take my word for it though, judge for yourselves… and enjoy:

#UrWelcome

Forget the rest: OREO take out Super Bowl 2013 Ad of the season

Forget the rest: OREO take out Super Bowl 2013 Ad of the season

Only minutes after a post Beyonce power failure sent half the stadium into pitch darkness and the Ravens and 49ers back to the dressing sheds, the clever kids at Oreo tweeted this advertising gem.

Oreos Super Bowl 2013 tweet

Contextually relevant marketing communications – what’s not to love?

Sportsmanship or Competition Failure?

WARNING: Some sports fans may find the following footage offensive.

For die hard competitors, this video could be deemed a sporting failure.

Why? Because Ivan settled for second, failing to capitalise on a faltering race leader.

However, in sport, as in life, it’s the little things that make all the difference.

So if I was a European-based athletic brand wanting to promote integrity in sport and the gem of sportsmanship, I’d be meeting with Ivan and his team to develop synergies sooner rather than later.

Such is the business of sport.
#WatchThisSpace

1 in 7 people on Earth Facebook

It took a little over 8 years and 1 billion people before Facebook made its first brand ad:

Proof that contextually relevant brands and services intrinsically motivate to engagement…?

#FoodForThought

Not bad for an 8 year old 🙂

According to the New York Times, this is what the first 200 million looked like:

Wonder how long it will take to reach 2 billion… 12-18 months? #StrangerThingsHaveHappened #WatchThisSpace 😀

New Media Advertising: Coca Cola 2020

I was originally excited about this piece of creative. Then I watched it.

I am still struggling to see how this is ‘new, let alone something to strive for in 2020 – 8 years in the future!

Messaging should always have stretch. Storytelling should always be robust and timeless…

Come on corporate lions, let’s think outside the agency capabilities #IDareYou

Cybermedicine Symposia

Following an invitation from Clinical director and obstetrician to the rugby stars, Dr Vijay Roach, I recently presented a lecture on social media and medicine at the Northern Clinical School, Royal North Shore Hospital, Sydney Australia.

Here are a copy of the slides presented


As always, please don’t hesitate to contact me, should you have any questions.

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