Comments for More About Advertising http://www.moreaboutadvertising.com The alternative voice of advertising, marketing and media Mon, 23 Jun 2014 11:47:50 +0000 hourly 1 Comment on Droga and Hegarty agree: cut out the ad crap by Robert Jenkins http://www.moreaboutadvertising.com/2014/06/droga-and-hegarty-agree-cut-out-the-ad-crap/comment-page-1/#comment-40886 Robert Jenkins Mon, 23 Jun 2014 11:47:50 +0000 http://www.moreaboutadvertising.com/?p=83469#comment-40886 When an ad blocks my access to a web site segment I seem to be given a number of choices:
1. Skip it completely.
2. Skip it after 5-10 seconds.
3. Endure it for at least 20 seconds.
4. Endure it for 30 seconds or, heaven forbid, even longer.

It can be bloody annoying. I think it was Treavor Beattie who opined that commercials on the web needed to be short. I agree. 10 seconds is all you’ve got mate!

However….at the other extreme, you have the short films. (Like George Parker’s favourite for Johnny Walker.) But…..do we watch these unless someone we respect suggests we watch them? I don’t think so.

Coming from the age of 10′s, 20′s and 30′s I rather like the idea of either short or very long. And the “stuff in the middle” is, well, “the stuff in the middle”.

As for ad filtering….I agree with the lofty minds of John and Dave.

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Comment on The big networks are like bottom-fishing trawlers says Joe Pytka as Cannes debates talent crisis by Robert Jenkins http://www.moreaboutadvertising.com/2014/06/the-big-networks-are-like-bottom-fishing-trawlers-says-joe-pytka-as-cannes-debates-talent-crisis/comment-page-1/#comment-40885 Robert Jenkins Mon, 23 Jun 2014 11:36:46 +0000 http://www.moreaboutadvertising.com/?p=83384#comment-40885 Salman Rushdie wrote, “Naughty but nice” for Real Cream and Fay Weldon wrote “Go to work on an egg.” And there were many other, though less illustrious, real writers like Leslie Darbin, Desmond Skirrow and Hugh Atkinson churning out copy for P&G and Colgate. I’ll bet some other old farts can remember a few too.

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Comment on Paul Simons: why understanding positioning and proposition is the key to telling a brand story by Daniele http://www.moreaboutadvertising.com/2014/06/paul-simons-why-understanding-positioning-and-proposition-is-the-key-to-telling-a-brand-story/comment-page-1/#comment-40825 Daniele Sun, 22 Jun 2014 06:31:35 +0000 http://www.moreaboutadvertising.com/?p=83156#comment-40825 TX

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Comment on The big networks are like bottom-fishing trawlers says Joe Pytka as Cannes debates talent crisis by iain maclean http://www.moreaboutadvertising.com/2014/06/the-big-networks-are-like-bottom-fishing-trawlers-says-joe-pytka-as-cannes-debates-talent-crisis/comment-page-1/#comment-40766 iain maclean Fri, 20 Jun 2014 12:36:42 +0000 http://www.moreaboutadvertising.com/?p=83384#comment-40766 Advertising isn’t the only creative area which has been commoditised and controlled by multinationals whose only motive is profit.

As Grayson Perry quipped in his Reith lecture last year, “art is an asset-class and is now the ‘A’ in the acronym SWAG, along with silver, wine and gold.”

Art appreciation used to be about aesthetics, now it’s about money and profit.

The art market is now dominated by four types, all of whom are hell-bent on making as much money, as quickly as possible.

First there are the new collectors called “Flippers” – these rapacious creatures buy works by artists cheaply in bulk and then flip them at vastly higher prices to fellow speculators.

Secondly global art galleries such as Gagosian and Hauser & Wirth, who have a stranglehold on the whole industry. What they say goes – or rather, sells.

Thirdly, the inexorable rise of the public curator such as Sir nicholas Scrota (who are now more powerful than the Medicis ever were) is dangerous as they are not answerable to anyone and have occasional links with some global art galleries. Like lawyers, they are driven by historical precedence, which means that they have often promoted anything different, irrespective odf whether it has any merit.

Finally, a handful of artists such as Koons, Hirst, Murakami and Wewei havemade huge fortunes by pandering to the worst excesses of the Nouveau Uber-Riche philistines, who flaunt their wealth as blatantly as baboons bare their genitalia.

What of critics? They’ve been muzzled and pushed aside to such a extent, that there are now only 10 of the poor, beleaguered creatures working full-time in the US media.

In 2013, Will Gompertz, the BBC’s arts editor wrote, “Money and celebrity has cast a shadow over the art world which is prohibiting ideas and debate from coming to the fore. The current system of collectors, galleries, museums and art dealers colluding to maintain the value and status of artists quashed open debate on art. We need artists to work outside the establishment and start looking at the world in a different way – to start challenging preconceptions instead of reinforcing them.”

Duchimp and I are doing something about it. But isn’t going to be easy. We’re on our own against the big guys.

That’s how it is and will always be in the advertising industry too.

Keith Weed, the unfortunately named chief marketing officer of Unilever may profess a “genuine concern”
for the ad industry, but his Unilever Foundry only offers mentoring and investment to digital marketing start- ups. It’s totally irrelevant to advertising creativity.

In “Adapt: Why Success Always Starts with Failure”, economist Tim Harford argues that many corporations today have the right level of centralisation for logistics and scale, but too much for innovation and creativity.

This is particularly true in global marketing, which has denied local markets the ability to engage with local suppliers for fast innovation.

Let’s see what happens. Globalisation may quietly implode, like al those other empires of the past. We hope so.

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Comment on Paul Simons: why understanding positioning and proposition is the key to telling a brand story by Stephen Foster http://www.moreaboutadvertising.com/2014/06/paul-simons-why-understanding-positioning-and-proposition-is-the-key-to-telling-a-brand-story/comment-page-1/#comment-40667 Stephen Foster Wed, 18 Jun 2014 11:06:02 +0000 http://www.moreaboutadvertising.com/?p=83156#comment-40667 That’s enough initials – Ed

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Comment on Paul Simons: why understanding positioning and proposition is the key to telling a brand story by Antonia http://www.moreaboutadvertising.com/2014/06/paul-simons-why-understanding-positioning-and-proposition-is-the-key-to-telling-a-brand-story/comment-page-1/#comment-40666 Antonia Wed, 18 Jun 2014 10:51:41 +0000 http://www.moreaboutadvertising.com/?p=83156#comment-40666 KE

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Comment on Paul Simons: why understanding positioning and proposition is the key to telling a brand story by Billy http://www.moreaboutadvertising.com/2014/06/paul-simons-why-understanding-positioning-and-proposition-is-the-key-to-telling-a-brand-story/comment-page-1/#comment-40662 Billy Wed, 18 Jun 2014 08:20:41 +0000 http://www.moreaboutadvertising.com/?p=83156#comment-40662 XY

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Comment on Paul Simons: why understanding positioning and proposition is the key to telling a brand story by Margene http://www.moreaboutadvertising.com/2014/06/paul-simons-why-understanding-positioning-and-proposition-is-the-key-to-telling-a-brand-story/comment-page-1/#comment-40645 Margene Tue, 17 Jun 2014 19:37:49 +0000 http://www.moreaboutadvertising.com/?p=83156#comment-40645 VC

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Comment on Paul Simons: why the German discounters (and Waitrose) have changed British supermarkets for ever by Vlad P. http://www.moreaboutadvertising.com/2014/06/paul-simons-why-the-german-discounters-and-waitrose-have-changed-british-supermarkets-for-ever/comment-page-1/#comment-40549 Vlad P. Mon, 16 Jun 2014 09:52:27 +0000 http://www.moreaboutadvertising.com/?p=83109#comment-40549 Promiscuous behaviour? Seriously?

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Comment on South Africa’s The Hardy Boys joins WPP’s JWT empire by Stephen Foster http://www.moreaboutadvertising.com/2014/06/south-africas-the-hardy-boys-joins-wpps-jwt-empire/comment-page-1/#comment-40303 Stephen Foster Wed, 11 Jun 2014 20:51:52 +0000 http://www.moreaboutadvertising.com/?p=82980#comment-40303 That’s what they said in the release Sharon

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