Design, Strategy and Social

What type of client are you?

Category : Happennings Jan 15th, 2018

Nicely written piece by Vandan Chopra, CEO, Foolish…

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Creativity, for the most part, is a co-created process. The client has just as much a role to play in the eventual outcome, as does the agency that gets to work on it in the first place. In fact, I’ve seen the same people do tremendous advertising on one account, and below average, not worth their portfolio advertising on another account. Below is a list of ‘don’ts and don’ts’, so as to drive the best out of your agency:

1) Mr. ‘You have all the freedom’: While this seems like a great client to have, chances are he’s not doing his own thinking. He’s just giving the agency enough rope to hang themselves with. He’s the guy who will let you do all the thinking, while keeping absolutely mum. But once the final presentation is ready, he’ll suddenly grow a voice and have an opinion. Creative people think best when faced with a business problem. They love to be challenged. However, ‘incremental sales’ or ‘market share dip’ are not the problem. They are the outcomes at best. So, Think.

2) Mr. ‘Due as of yesterday’: There are two reasons why a client behaves this way. Either he is extremely unorganised, or he’s just not the guy calling the shots. In either of the scenarios, your agency is not going to be able to give you the quality you and your brand deserve. If you are him, just one piece of advice. Breathe, and buy a calendar.

3) Mr. ‘Flip today, Flop tomorrow’: You’ve obviously heard the adage, Rome wasn’t built in a day. Neither is a brand. Advertising is driven by a sound process, contrary to what most small/mid-size clients believe. To be out of the box, you need a defined ‘box’. A delirious client is at best changing the box, every chance he gets. And, if unsure, listen.

4) Mr. Mandatories: If you’re not any of the three I’ve mentioned till now, you’re doing good. But that’s the problem with this type of client. They believe that as long as they check all the boxes, they’re doing good. The problem is, the consumer is only impressed with what’s great. Good just doesn’t cut it anymore. So don’t worry about cutting back on the tick-boxes. Give good strategic direction, the mandatories will fall in place.

5) Mr. ‘It needs to go to the 44th floor’: Probably the most perilous of the lot. Not because he has a boss. Who doesn’t? It’s because he will constantly use this to say ‘see, I’m on your side, but I know it’s just not going to go down well with the 44th floor’. The problem really isn’t with the 44th floor ever, it never was. He just doesn’t have the depth of knowledge to be able to have a two-way discussion with the ‘proverbial’ 44th floor. Stand up for what you believe in, and fight for it sometimes!

6) Mr. ‘Crisis Constantly’: When every project is the most important project of the year, you know you’re him. Definitely the most insecure of the lot. He doesn’t believe that anyone in the system, or the agency, will take his work seriously enough and hence escalates every project to crisis mode. Unlike what he believes, the agency too wants to do great work. Give a deadline, and trust your agency.

7) Mr. ‘Calculated Creativity’: Advertising is a business of the hyperbole. But when you start to confuse it with the hyperbola and define the equation the creative ought to fit, you know you’re only going to get to the predetermined point B. You can’t always know the end goal, when in the creative process. You’re looking to sleep better, when you ought to be dreaming.

Agencies and clients alike want what’s best for the brand. Our salaries depend on that sales target that the advertising was set out to achieve. If you are a client and fit into any of the categories outlined above, take a big step back, follow the pointers highlighted above and watch your agency do wonders with your brand. If you’re an agency and are dealing with any of the above, end every e-mail with a link to this page till he gets the hint!

After all, a brand is only as good as it’s weakest link.

(The views and opinions expressed are our own. Maybe be untrue for some and true for many. Our intention is solely to understand the Indian mindset and in no way disregard or disrespect any culture, belief or group. The author is CEO, Foolish)

Credit: Vandan Chopra, CEO, Foolish.

This Is India’s Most Viral Ad Ever, and It Will Make You Weep for Humanity

Category : Happennings Apr 25th, 2015

Somebody stop Internet Baby

How precocious are digital natives today? They take charge of things literally from birth, according to this somewhat terrifying spot from MTS Telecom, which the company claims is now the most-viewed ad ever to come out of India.

The spot—created by Creativeland Asia, directed by Guy Shelmerdine from Smuggler Films and set to “I’m Coming Out” by Diana Ross—has 23.4 million views on YouTube (surpassing the previous Indian record holder, Lifebuoy’s “Help a Child Reach 5″ PSA, with 19 million). And its pint-size star fits snugly into a long line of famous unusually dexterous infants, from Evian’s CGI babies all the way back to the original Internet dancing baby. Rather than just cavort about on roller skates, though, he spends his brief first moments of life Googling, stealing and taking selfies. And MTS quite clearly loves that about him.

A rep tells us the company launched the ad in an innovative way—by seeding the spot as a BitTorent file and letting the country’s digital natives find it on their own. And indeed, it got plenty of buzz before it was launched on the brand’s official social channels.

MTS Telecom has entered it in next week’s Cannes festival and hopes to bring home a Lion. We’ll leave it up to you to determine whether it deserves one.

Credits below.

(watch the video here)

Executive Creative Director: Anu Joseph
Script: Sajan Raj Kurup
Director: Guy Shermeldine
Producer: Chris Barret
Director of Photography: Alex Baber
Visual Effects: Glassworks
Visual Effects Lead: Abi Klimaszewska
Editor: Andy McGraw, Stitch
Music Director: Mikey McCleary

Here’s the Most Fascinating Slide From BuzzFeed’s 2008 Pitch to Investors

Category : Happennings Apr 25th, 2015

An accurate prediction for the site and the media landscape


Back in 2008, BuzzFeed was a two-person editorial operation with 750,000 monthly visitors, but it already knew exactly where it was headed.

It was, at the time, just a sliver of what the media empire would become (it now boasts more than 200 million uniques and almost a billion video views a month). Still, site founder Jonah Peretti was confident in his business model and wanted to sell investors on his vision.

Looking back through the presentation (resurrected this week via a tweet from former New York Times digital exec Martin Nisenholtz and picked up by Quartz), you won’t find too many surprises—and that’s probably what’s most impressive. The deck shows BuzzFeed largely maintained its trajectory, building a sprawling juggernaut atop its early vision of “advertising as content” and “trend targeting.”

Most fascinating is the Venn diagram above, in which BuzzFeed attempted to visualize its role as the cross-section between digital advertising and popular content. The site vowed to be the best of both worlds, tapping the real-time zeitgeist similar to early competitors like Digg, but doing so in a way that created content worth selling ads against (or into).

Sure enough, looking at that list of competitors is a keen reminder of just how dominant BuzzFeed has become. Mahalo has drifted off the cultural radar, while Squidoo was absorbed into HubPages. Reddit, of course, has been no slouch, but the real surprise in this chart is the unquestionable success of the hybrid content-marketing model BuzzFeed is laying out, a model that’s almost become a cliche of modern media amid the explosion of native advertising.

Of course, this hybrid model has created headaches for BuzzFeed along the way, most recently with the debate around the removal of articles that criticized ad partners. Check out more of the slides below, or view the full presentation on Scribd.

‘Apple’s branding is stronger but our product is better,’ says Huawei exec…

Category : Happennings Apr 25th, 2015

At the UK launch of the TalkBand B2 smartwatch and P8 smartphone, CNET caught up with Richard Yu, CEO of Huawei’s consumer business group, to find out why the Chinese company needs to build trust, and why its wearables are better than Apple’s.

One of Yu’s goals has been to get in on the ground floor of the wearable technology boom. “In smartphones we were three years behind the other vendors and we were joining the industry too late, more than three years late, but smartwatches are just beginning. I told our guys if we start from the beginning we will be the leader for smartwatches. I gave the team a target — no excuse.”

The company has traditionally been known for making cheap devices rather than stylish ones, so three or four years ago Yu made some changes in strategy. “Technology we are good at, but design, in the past, we were not so good at,” he said. “Now we have R&D centres in London and Paris, where we have the best talent in design and fashion.”


Read more at CNET


Category : Deejay's Blog, Happennings Feb 19th, 2015