3
The Visionary Truth from PepsiCo
0 Comments | Posted by Derek in Advertising, Interesting, Marketing
The Pepsi Company has been renowned for their “Crash the Superbowl” campaign for the brand Doritos, running since 2006. Every year more and more people participate in the contest to create the best advertising for Doritos. According to Ann Mukherjee, CMO of Frito Lay creative agencies have a new role. You can read the whole article here.
But what I particularly like is the following part:
“Most Super Bowl ads will cost hundreds of thousands of dollars, if not millions, to film, brief as they are. But the filmmakers who make commercials for Doritos spend far, far less. [...] Mukherjee says the agencies are still important, but now there role has shifted from creating the content to facilitating the content. For example, she uses Doritos agency Goodby Silverstein & Partners to design the campaign to appeal to users to generate the content and enter the contest. But Mukherjee cautions that the agencies need to “Get outside of the control silos they have put up. They no longer have a monopoly on great advertising ideas.”
And I agree. Agencies have to see that their role in the marketing pie is changing. They will turn into producers of creative ideas than inventing the creative ideas. Because good ideas can come from anywhere. But marketing agencies still make a gazillion dollars on their current business model and are therefore reluctant to change. And funny enough, they will find themselves slowly dying out, watching clients leave to other agencies. Where did I hear this before??? Oh yes. NOKIA!
As the late Steve Jobs stated as strategy: kill your own darlings. And if the agencies aren’t taking the lead, the clients will. I sincerely hope Pepsi will continue this creative process and that many more brands may see the crowd light.
Processing your request, Please wait....
22
Get your kids into art school!
2 Comments | Posted by Derek in Advertising, Interesting, News
What is the problem of most art schools? Parents. Parents want to see their kids grow up and go to some fancy University studying Economics, Computer Science or Business Administration. Because that’s where they think the jobs are. And they are a bit right. Creative agencies and studios are hiring less creative people and are working more and more with freelance creative people. Usually a marketing manager is the first to hand in budget if the company needs to cut costs. So, the agency of record needs to cut costs and they cut their creative work force.
If you have finished a creative education (e.g. sculpturing) there is not a ready job for you at Heineken or any other company. So you have to freelance. Get you get rich by freelancing? Oh yes Sir! Do you have to work hard? That too. Do you get to do what you like doing? Definitely. Creative people are the ones who decide how we drink our coke, why we buy Nike sneakers and what airline we fly. They built emotions around products. Or they design products themselves. Products we did not even know we needed until some creative designed it and produced it.
So, what are you waiting for? Get your kids into art school. Let them express themselves creatively. When I stumbled across the web I cam across this campaign by Victor Quattrin. A truly jealous making campaign for the College for Creative Studies. Art makes more than you love. Talk about it with you child. Get them into art school. It will make them happy.
13
7 steps for successful creative crowdsourcing
0 Comments | Posted by Derek in Book, Marketing, Research
I probably do not have to tell you that the creative industry is changing rapidly. Clients are pitching projects instead of long-term relations and trends are shifting from producers to consumers. The consumer is the trend.
For all types of agencies, it becomes harder to keep up with online developments, as consumers demand a say in what and why they should buy. Consumers are becoming more involved with brands—whether the brand likes it or not. They contribute to concept designs, create new campaigns, make videos and set up Facebook brand fan pages that attract huge crowds. With a new design software, they can produce pages, clips and videos that can make or break brands.
So the questions is: how can you best involve the crowd with your brand or company?
The purpose of this whitepaper is to provide you with some ideas about crowdsourcing and how brands and agencies alike may use it for the better of your business.
And you can get this white paper for free. If you pay with a tweet you can download the file.
23
Don’t consider size, consider collaboration.
0 Comments | Posted by Derek in Interesting, Marketing
Brands tent to consider size of an agency when they are choosing their creative agencies. Can this agency handle all my work? Do they have enough man power? But this is a consideration from the old world as Ty Montague states it in his blog on Fast Company. Size doesn’t matter, collaboration does. Can your agency bring together creatives, production, strategy and account. Do they have to be on your pay roll? Nope, as long as you can harness the power of the collaborative crowd. Hey, it’s a new world out there. Now, go read the article and collaborate.
The GDR Global Innovation Report is out. We received two beautiful copies. One for the winner Lennart Gäbel and one for our office. We contacted Lennart to come to our office and pick the report up. That same day he stood in front of our office, eager to receive the report. Lennart is currently studying at the Willem de Kooning Academy in Rotterdam but he will attend the School of Visual Arts in NY for 4 months. Underneath a picture of the hand-out of the report. If you want to see more of the report, check our corporate website.
As you maybe know, Edge Amsterdam started a new project called the Creative Sessions. Sessions in which we want to invite speakers to discuss topics that matter to you when you are at the start of your creative career. Wednesday the 29th of June we organized our first creative session in Amsterdam, in our own office. Theme of the evening was ‘Plan your creative Career’. Suzanna Koppedraayer from creative headhunting company Sukoi and Bart te Riele, Creative Director and partner at Energize, were the two speakers.
The session started at 18:00 with some 30 talents from our network and some friends they brought along for the evening. After a few welcoming drinks and some time to get to know each other, Suzanna kicked of the Session with a very inspiring presentation (more…)
Edge Amsterdam has become -together with her ‘mother agency’ Conspiracy Concepts- a partner of the international network of independent agencies, thenetworkone. Thenetworkone is an organisation which has working agreements with over 350 of the world’s leading independent agencies in 80 countries, plus best-in-class international specialists in research, translation, television and print production, talent negotiation, media management, digital communications, CRM, design, public relations, affinity marketing – all the skills found in traditional multinational networks and holding companies, but with an independent, entrepreneurial character.
With the world being our oyster, it may come in handy to have friends who know friends in the rest of the world to serve our clients in the best possible way.
6
Crowdsourcing Presentation Edge Amsterdam
1 Comment | Posted by Derek in Advertising, Marketing
We were asked by @techMAPams to come and speak on one of their inspiring sessions. The theme of this seminar was crowdsourcing and innovation. How can brands use crowdsourcing to their advantage? How do we at Edge Amsterdam view crowdsourcing? Underneath you can find our presentation. It was adapted by adding more text for reasons of better understanding the presentation. Enjoy and share if you like!
Great! We finally have the winners of the assignment for the Stadium of the Future. Our client was impressed with all the great work that has been uploaded. Some very extensive concepts. It has taken some time to come to a decision because first of all the concepts were all very extensive. It takes some time to read through them. And second of all it takes time to think through the cases and discuss why a certain stadium design works better in different situations. But thank you all for your patience. We have been in touch with the winners and wish them good luck with the rewards.
Winners
Dutch Creative is a new creative platform where agencies and freelance creative professionals can post their projects. It’s like Behance.net but then dutch. Cool initiative!
