Mad men ad agency

The Ad Agency HISTORY - TEAM - PROCESS

Madison Square: bakermat Reclamebureaus - Serie Mad Men (let op: pay off)!Wie kent bureaus? (verschil reclame, ontwerp, internet, communicatieadvies, etc)!Wat doet een reclamebureau?!!!

Getting products & brands known better (so customers buy more)

!

Gettin’ noticed!

THE AD AGENCY

commercial / political / social use When is your job adequat ? AIDA

The Ad Agency - Introduction

AIDA

AIDA: http://www.guerrillaonline.com/cs/Guerrilla-Marketing-Principles-54.htm

Topics:- History - Team (copywriter, art director)

- Proces (briefings, campagne)

- Examples !

The Ad Agency - Introduction

The Ad Agency - History

HISTORY


1870’s - Industrial Revolution Massproduction - Supply / demand -

Newspapers - Ad-sales -

(years are approximate). Shift in supply / demand : Earlier: (monuth to mouth, packaging, posters, newspapers... etc) Industrial revolution: assembly line, massaproduction


Supply / Demand ??

Example: marketing Apple : creating demand for the supply !


1930’s - Art & commerce Asrtists / crafsmen - Toorop, Toulouse Lautrec -

!

Packaging - Posters -

Books, displays, signs, etc -

Artists as ad-makers (Toorop, slaoliestijl, jugenstil) Packaging, posters, books, signs. (see Art in Advertising)


1930’s - Art & commerce Asrtists / crafsmen - Toorop, Toulouse Lautrec -

!

Packaging - Posters -

Books, displays, signs, etc -


1940’s - World War II, rebuiling Europe... Propaganda - Goebbels -

Film -


1950’s - Massamedia, pillarisation rebuilding - Carpet bombing -

Massmedia - Television -

Mad men (madison square garden) Ad agency: Ad salesman >> communication-advisors


1960’s - Hippies, freedom, rebels Vietnam - Consumption -

Hidden Persuaders -

Goods not for basic needs but status en identity Vance Packard: Hidden Pursuaders(’57) Sublimal messaging, psychology, ethics


1960’s - Hippies, freedom, rebels

Andy Warhol: sceptisism towards consumption society


1970’s - Getting big

A few ampagnes 70’s; networkingsky is limit TV as main podium (factory of tv commercials), Hoepla


1990’s - Globalisation GSM - dot com bubble -

!

rise of the internet 90’s new media (internet) no ‘money model’ , recession, crisis !


2000’s - Social Media Google - ZMOT -

Crowdsourcing - SEO -

Twitter - Facebook -

Rise internet - Good practices bedrijven on social media? (Heineken, Thuisbezorgd) ZMOT: http://www.youtube.com/watch?v=UmM9qfzfzhw free ebook !

http://www.youtube.com/watch?v=UmM9qfzfzhw











https://www.facebook.com/heineken http://www.kittyhawk.nl/facebook-humor-met-heineken-en-douwe-egberts.html !


Products, media, means, targetgroups change, advertising, in essence, is still about:

!

Getting products & brands known better (so customers buy more)

!

Gettin’ noticed!

The Ad Agency - The team

TEAM


Creative Director - Art Director - Copywriter -

Accountmanager - Studio - Traffic -

Link: job oppertunities http://www.mediavacature.nl/vacature/reclame.html

http://www.mediavacature.nl/vacature/reclame.html











Copywriter Hans van Walbeek - Hans van Dijk -

!

Extinct? Who’w reading? > no time = selective, scanning There’s a lot out there! (blogs, some, sms, watsapp) = >> Oppertunities! !!!!!!!


Copywriter

• Concept • Short copy • Long copy • (Company)names • Rationals • etc...


Rolls (Ogilvy) en Avis (Bernbach) http://bordiniuc.com/wp-‐content/uploads/2010/02/1ss01.jpg http://strategie.hnonline.sk/sites/default/Liles/obrazky/sprava/avis-‐e28093-‐we-‐try-‐harder.jp !!!!!!

http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg

http://strategie.hnonline.sk/sites/default/files/obrazky/sprava/avis-e28093-we-try-harder.jp


Company- / productnames:

Stenden, Eneco, Veolia, Arcadis, Coforta, Connexxion etc!

!!!!!


Copywriter: Do’s and dont’s

DONT = “Go to our store/website/etc…” “Click here !!”

!

Slogan becomes common language / collective (un)conscience !

- Zo, nu eerst een Bavaria - Just do it !!!!!


Slogans: Short copy

“Dat zouden méér mensen moeten doen!” http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans

http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans%20










Het Reclamebureau - Het Team

“Even Apeldoorn bellen...” !

http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans


“Even Apeldoorn bellen...” !



“Ik zei nog zo: GEEN bommetje!” !



“Ik zei nog zo: GEEN bommetje!” !



“De bank anno nu” !



“De bank anno nu” !



“Stop een tijger in je tank!” !



“Stop een tijger in je tank!” !



Vergroot je perspectief. !


Vergroot je perspectief. !

Volgende week: David Kroese (Groots reclame)


Copywriter: different text types

• Text for READING (selective, scanning) • Tekst for SPEAKING (specialism, dialog, script. Timing, bodylanguage) • Text for PRESENTING (sales, accountmanager) !!

“If you think you can seduce the customers, you should be able to convince your client”

!!!


Copywriting your text should:

• Inform: NHL University facilitates over 11.000 students. • Convince: NHL University. Broaden your perspective. • Entertain: NHL No Hard Learning… • Seduce: NHL University, soooooo sexy… !

!!


Art Director Visualiser - Arist -

!

Photo - Film -

Music - Trends -

etc - !

!

!

!http://www.mymajors.com/skills-‐and-‐knowledge/Art-‐Directors !!!

http://www.mymajors.com/skills-and-knowledge/Art-Directors











Art Director

Advertising is about seduction. The Art Director is the visagist of the message. He understands the concept’s ‘bodylanguage.

!

They also suck... !

!

Quote p. 182: “onuitstaanbare types...”


Concept visualiser

Lecture Lisa de Vries (conceptvisualisation, after the spring break)


Balanced teams Sensitive? !

Visual - Auditive -

Kinesthetic - !

!

!

!

Find complementary partners/skills !

NLP Test: http://www.windekind.biz/index.php?page=Representatiesystemen !Visueal : That looks great! Auditive: Sounds like fun! Kinestetic: Doesn’t feel right... !

Zoek de ongelijksoortigheid: good cop / bad cop, intro/extravert etc

http://www.windekind.biz/index.php?page=Representatiesystemen











Acquisition - Briefing -

Directions plan - Pitch -

Creation - Presentation -

Rationale - Strategics - Execution -

Campagne - Aftersales -

!

The Ad Agency - The process

PROCESS


Briefing / Debriefing

“I want a brochure”

“Ah, so penetrating new targetgroups local and abroad by

redesigning your identity and translate the sexy promise in video!

Right!”

Briefing (Brief): (writen) case description by the client. Sometimes with pitch


Briefing / Debriefing !

Topics: !

Market - Products - Problem - Budget -

!

USP’s - ‘Reason Why’ -

Not about solutions / means Setting: as a team, not an interragation! examp: https://99designs.com/logo-design/contests/kajiwara-wealth-advisors-needs-logo-164202/brief

https://99designs.com/logo-design/contests/kajiwara-wealth-advisors-needs-logo-164202/brief











Plan of Direction

• Writen possibilities • Out of the box • NO creative visuals • Phase before concept

Voordelen: !

Multiple ideas - Analytic, meta - Involve client -

> Change for GO -

!-‐ Richtingenplan: geschreven mogelijkheden, out of the box, daarna uitwerken -‐ Een belangrijk instrument dat Kuiper hanteert is het richtingenplan. Dit plan laat geen creatief werk zien. Het is een fase vòòr het creatieve concept. -‐ Bron: http://www.vanvlietuitgevers.nl/peijnenburg/peijnenburg.htm (boek) !


Creation

“Well ?”

-‐ copywriter + artdirector “samen starend naar een pot bruine bonen” -‐ ideeen bedenken en visualiseren (daarna uitvoeren, executie) -‐ ‘de creatief’ > talent + inspiratie + ‘hard werken’ = goed idee -‐ ideeen op commando (deadlines, writersblock, stress, zen) !


Writersblock... Tips: !

Mac off, head on - Show, share -

!Dose -

Variety - Perfection -

!Zenhabits.net

!

“When you’ve got nothing to do, you do nothing”

-‐ Link: http://zenhabits.net/the-‐little-‐but-‐really-‐useful-‐guide-‐to-‐creativity/ !Meditation, sport, food, fitness, setting, etc etc Find your drive

http://zenhabits.net/the-little-but-really-useful-guide-to-creativity/%0Dhttp://zenhabits.net/the-little-but-really-useful-guide-to-creativity/%0D


Creation: Involve your client...

Freddy Heineken came op with the crosseyed E’sE-‐tjes zelf. Vond ie vrolijk. !


Concept presentation Foamboards - iPad -

Slides - Film -

!

You never get a second change to make a first impression!


Rationale (just in case...)

!

Explanation / justification of the idea presented to the client. !

Usually writen by the copywriter, nowadays a strategic job.


Tactics

• Keep redefining the message over and over again • Concepting inside the box, define the box • Planning • Marketing mix

!Convergeren, divergeren...


Execution: print, film, web, photo, music, etc...

• Use experts: “Why have a dog, and bark yourself?” • Form follows Function? !

• Company A vs. B

!“Form follows function?” (werkt in de reclame niet) Voorbeeld Tempo team (uitzendbureaus) > boodschap steeds gelijk… (Tempo team: twee geweldige dagen http://www.youtube.com/watch?v=9h_TnLRNt2w “ Why have a dog and bark yourself?” Ogilvy !

http://www.youtube.com/watch?v=9h_TnLRNt2w


Campagne

One ad... is an ad. Three ads... Are a campaign!

http://www.youtube.com/watch?v=CVS1UfCfxlU



































































Campagne

It only takes a oneliner... (copywriter) !

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!

!

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!2 slogans: Waarom GOED/FOUT? > Blijf bij jezelf!! (merkpersoonlijkheid)


Some agencies: !

Leeuwarden: Vos & Libert, Weda, Wildwater, Coolminds, Bens, Lift !

Holland: FHV/BBDO, DDB, TBWA\Neboko, Ogilvy, Achtung, Woedend, CCCP

The Ad Agency - Conclusion

CONCLUSION


• You won’t learn the ad-business at school (?) • There is no school for ‘copywriting’. • The creative industry invests 1% in education ...

!

So... Get noticed!


Talent Good idea Self-aware (cocky) Portfolio _______________ + Advertising-career

The Ad Agency - Sources

Books:

Bronnen college: - http://www.reclameboodschap.nl - http://www.reclamearsenaal.nl -‐ http://nl.wikipedia.org/wiki/Geschiedenis_van_de_reclame_in_Nederland) http://www.guerrillaonline.com/cs/Guerrilla-Marketing-Principles-54.htm !- Zapklare brokken (boek H. van Dijk), Ogily on Advertising, Happen naar Peijnenburg (Bart Kuiper)

Date post:	30-Nov-2014
Category:	Education
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Mad men ad agency

Education