tag:blogger.com,1999:blog-34734807669499132852024-03-12T23:00:10.654+00:00GOD IS IN THE DETAILthoughts on advertising, planning and all other attempts to sell something. Go to byLUCIAN.com for my paintings.Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.comBlogger57125tag:blogger.com,1999:blog-3473480766949913285.post-70672323656220700942019-10-09T08:18:00.000+01:002019-10-09T08:27:55.985+01:00INSTAGRAM THINKS I'M A WOMAN. SO WHAT?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBIlG0qzbUbdXIBLhLrGTlAZroBw1lpyoXlStPfhvqsMr5st7zG9uDR-bM-5akp4uPmAPCLQK8bn0QJhbpy1KrAKZ73Du1BmUuB0x_eXdIbL_me_6iOhjIKidhR184TJdv2qOgcIVfZ615/s1600/Screenshot+2019-10-09+at+08.01.54.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="905" data-original-width="1600" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBIlG0qzbUbdXIBLhLrGTlAZroBw1lpyoXlStPfhvqsMr5st7zG9uDR-bM-5akp4uPmAPCLQK8bn0QJhbpy1KrAKZ73Du1BmUuB0x_eXdIbL_me_6iOhjIKidhR184TJdv2qOgcIVfZ615/s640/Screenshot+2019-10-09+at+08.01.54.png" width="640" /></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Instagram thinks I’m a woman. I’m not sure how that started. Perhaps <i>the algorithm</i> made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem… no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBL-hiQpkSlnp1Vt4OktEULpIl91i8pBZdGnWW2tOR8vXRAMbW1CsLnPRLmQy4XMS6oGYNq8rS-ZL-sUT49-PVvPA3sLM1ijlmSLilv8Vhs0I2jZeEUMq631JwJKclC494FfMRhOoLaCo9/s1600/Screenshot+2019-10-09+at+08.02.08.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="915" data-original-width="1600" height="366" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBL-hiQpkSlnp1Vt4OktEULpIl91i8pBZdGnWW2tOR8vXRAMbW1CsLnPRLmQy4XMS6oGYNq8rS-ZL-sUT49-PVvPA3sLM1ijlmSLilv8Vhs0I2jZeEUMq631JwJKclC494FfMRhOoLaCo9/s640/Screenshot+2019-10-09+at+08.02.08.png" width="640" /></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">I’ve definitely made <i>the algorithm</i> double down on this assumption. That’s because the total irrelevance of these ads gives them stopping power, my curiosity takes over and I end up watching the whole thing. And presumably <i>the algorithm</i> decides I’m a hot prospect.</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">This got me thinking. Maybe contextual relevance (for making creative) is a massive error. Sure, for media buying it makes a lot of sense, in the end I won’t be buying any of these misplaced products. But I’m starting to think that ads for products I might buy need to be contextually irrelevant to get noticed. Or is that just a wanky way of saying ads need cut-through?</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Lemme know your thoughts <a href="https://twitter.com/LucianTrestler" target="_blank">@LucianTrester</a></span><br />
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-88153204591164432732019-08-19T11:16:00.002+01:002019-08-19T13:26:20.600+01:0010 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWAYiTzRn5BJXMtqzEQ0yGYA5l1j76MMvy9dnYVxykOxKLl-ic0qvNEEfcYWAz_JgOJxrG76iv-S7dKvQ37sQ4aYxJ05ln-03oS7tL7sKkTEBZpttDJm7cSEQZ3EtiN328mbMKJMEtsKu1/s1600/D7VqHc5XYAAqmYl.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="498" data-original-width="750" height="424" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWAYiTzRn5BJXMtqzEQ0yGYA5l1j76MMvy9dnYVxykOxKLl-ic0qvNEEfcYWAz_JgOJxrG76iv-S7dKvQ37sQ4aYxJ05ln-03oS7tL7sKkTEBZpttDJm7cSEQZ3EtiN328mbMKJMEtsKu1/s640/D7VqHc5XYAAqmYl.jpg" width="640" /></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">1. The product doesn't look premium.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">2. There is no human insight.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">3. There is no customer benefit.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">4. There is no call to action.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">5. There is no brand purpose.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">6. There should be a hashtag so people can join the conversation.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">7. There is no reason to believe.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">8. It's category generic.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">9. Not consistent with the rest of the Chanel brand world.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">10. No integrated user journey.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The list could go on.... and yet they are (in my not-humble opinion) as close to perfect as ads can get.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Sadly I've seen great work die at the hands of every single one of those reasons. Why? Because people are so desperate for advertising to be a formula they will kill anything that doesn't fit into their narrow view.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The moral of the story, sometimes great advertising doesn't fit into your rules. So fuck your rules.</span></div>
<br />Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com4tag:blogger.com,1999:blog-3473480766949913285.post-41728401407283906382018-10-11T12:03:00.001+01:002018-10-11T12:03:09.108+01:00FAME FACTORY: STRATEGY IS TIMELESS BUT EXECUTION MUST BE TIMELY.<div style="background-color: white; box-sizing: border-box; color: #333333; font-family: "Source Sans Pro", Arial, sans-serif; margin-bottom: 1em; padding: 0px;">
<span style="font-size: large;">Earlier this year I went to Bucharest to attend the tech conference<a href="https://www.iceefest.com/about/" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.3); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s ease 0s;" target="_blank"> icee.fest</a>. I saw some fairly breathtaking presentations from production companies <a href="https://www.happyfinish.com/" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.3); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s ease 0s;" target="_blank">Happy Finish</a> and <a href="http://www.hammerhead.com/" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.3); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s ease 0s;" target="_blank">Hammerhead</a>, on the capabilities of VR, AR and AI. If you want to see how this tech is impacting creativity (as opposed to just hear these buzzwords being thrown around the ad industry…) I’d recommend you go next year.</span></div>
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<span style="font-size: large;">I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before <a href="https://www.warc.com/Store/ProductInfo/4657" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.3); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s ease 0s;" target="_blank">Marketing In The Era of Accountability</a> showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising, using case studies from Nike, PlayStation, Absolut, Ikea, KFC and Justice4Grenfell.</span></div>
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<span style="font-size: large;">I also used the talk to trail a new product that we are launching called <span style="box-sizing: border-box; font-weight: 700; margin: 0px; padding: 0px;">>next-to-no-money<em style="box-sizing: border-box; margin: 0px; padding: 0px;">fame</em></span> – a low risk, high return way to access BBH’s fame making creativity. Stay tuned for more on that soon.</span></div>
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<span style="font-size: large;">Thanks, <a href="https://twitter.com/LucianTrestler" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.3); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s ease 0s;" target="_blank">Lucian</a>.</span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-86518365171656277642018-05-25T11:04:00.002+01:002018-05-25T11:04:21.166+01:00MAKING GREAT ADVERTISING IS REALLY SIMPLE. IT'S ALSO REALLY HARD.<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="485" marginheight="0" marginwidth="0" scrolling="no" src="//www.slideshare.net/slideshow/embed_code/key/7hRoT8BDX53g6o" style="border-width: 1px; border: 1px solid #ccc; margin-bottom: 5px; max-width: 100%;" width="595"> </iframe> </div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><b>>Originally published on BBH Labs, read the <a href="http://bbh-labs.com/making-great-advertising-is-really-simple-its-also-really-hard/" target="_blank">full article</a></b></span></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-34474490838216341672018-01-29T10:23:00.001+00:002018-01-29T10:23:44.800+00:00FORGET ‘MANIFESTOS’. BRAND ADS SHOULD BE AS SHORT AS POSSIBLE.<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">I’ve got a few problems with brand ‘manifesto’ ads. With a couple of notable exceptions, they are just strategy set to a mood film. They over explain something that didn’t need explaining. They veer into topics unrelated to the product. They try too hard to be liked. Most off all, I hate that they are all long.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">If simplicity is the ultimate sophistication, and you have a finite media budget, and human attention is a rare commodity, then why not say it fast? Because you need 90s to say what your brand wants to say!? Bollocks.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Muhammad Ali, Hanz Zimmer and Banksy are proof that you can distil complex ideas, and that they are more powerful when refined.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">The world’s shortest poem, <a href="http://www.jimcarrollsblog.com/blog/2015/4/3/mewe" rel="noopener" style="-webkit-tap-highlight-color: rgba(68, 68, 68, 0.298039); box-shadow: currentcolor 0px 1px 0px 0px; box-sizing: border-box; color: #c11919; margin: 0px; padding: 0px; text-decoration-line: none; transition: all 0.2s;" target="_blank">a BBH favourite.</a> In Jim Carroll’s words, ‘I particularly like Ali’s poem because it suggests two fundamental questions: who am I?; who are we? Sometimes I suspect that these may be the two most important questions of all.’</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Hanz Zimmer explored the sound of the Joker, the sound of anarchy by writing more than 9000 bars of music. This was refined into 2 notes ‘that clash beautifully with each other. That get tighter and tighter but never break… You can hear a second of this thing and you know the Joker is lurking somewhere.’</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">A Banksy in Bethlem commenting on the region’s geopolitical conflict.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Short is fast.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Short is memorable.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Short is a competitive edge.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Nuff said.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">(this article was originally posted on <a href="http://bbh-labs.com/forget-manifestos-brand-ads-should-be-as-short-as-possible/comment-page-1/#comment-449116" target="_blank">BBH Labs</a>)</span></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-33970802316143947672017-09-26T15:39:00.000+01:002017-09-26T16:15:55.600+01:003 FILMS YOU'VE GOT TO SEE BECAUSE THEY ARE FUCKING PROFOUND<div>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><i>#1 EMBRACE OF THE SERPENT</i></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">A story of colonialisiation. Questions about knowledge and progress.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Mysterious. Morally complex. Makes you think. It might give you an existential crisis. It will make you sad.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">If you're looking to get sucker-punched by a film, then this is for you</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><i>#2 MACBETH</i></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">With Fassbender in the lead and Marion Cotillard playing Lady Macbeth, it's hard to imagine I will ever see this play performed with such intensity elsewhere.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">With Justin Kurzel directing (of Snowtown fame) and Adam Arkapaw (True Detective) as DOP, it is a sinister and epic portrayal of madness, cruelty and medieval Scotland.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Watch it on as big a screen as you can.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><i>#3 HOTEL CHEVALIER</i></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/0QzOuoaE7u4" width="560"></iframe>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Is it still unfashionable to like Wes Anderson? Well I LOVE everything he’s ever made. And if you do too but have never seen this short prelude to The Darjeeling Limited, then you’re in luck.</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Featuring Natalie Portman and Jason Schwartzman but most importantly, the most drop dead gorgeous soundtrack of all time; ' Where do you go to' by Peter Sarstedt, this will be the best 10 mins of your day.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">lemme know what you think <a href="https://twitter.com/LucianTrestler" target="_blank">@LucianTrestler</a><span id="goog_25599825"></span><span id="goog_25599826"></span><a href="https://www.blogger.com/"></a></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">p.s. Embrace Of The Serpent & MacBeth are free on Amazon Prime.</span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-86216520577511688212017-09-13T11:41:00.000+01:002017-09-20T12:38:33.774+01:00MOST ADVERTISING DOESN'T EVEN GET THE BASICS RIGHT<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">This is from Claude C. Hopkins, Scientific Advertising: Being Specific, <span style="background-color: red;"><i style="background-color: white;">published in 1923.</i></span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixZeJ-hG4sZkVDTIGLAAZffDniYTsgnP9X6ripr9bb__AkOUDg1spk2I0ykblKKtCMoeOMjpjVnzdTkNekI3MkVygFDkq1CD9fJuqZ9c7YldnlhYt727Gxawg0qTWiPVLNg86l8PFoIpD8/s1600/unnamed-4.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><img border="0" data-original-height="282" data-original-width="984" height="182" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixZeJ-hG4sZkVDTIGLAAZffDniYTsgnP9X6ripr9bb__AkOUDg1spk2I0ykblKKtCMoeOMjpjVnzdTkNekI3MkVygFDkq1CD9fJuqZ9c7YldnlhYt727Gxawg0qTWiPVLNg86l8PFoIpD8/s640/unnamed-4.png" width="640" /></span></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Still, everyday marketing professionals decide that they have such a "strong rational product claim" that are going to make exactly such a platitude. What's more, they also decide that they don't want any creative thought whatsoever to 'get in the way' of making such a statement:</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnrqFmTCAhZADkOfPwGGjA97XxJSUs1IKxwcbpaE_OzvrUPSUujblAIMgNkZihLI0Mv_vvsQ4mAtFSTf1vRPSVteOUsSDTYyBfOaYlrBGGXhW3zSxeQ39e7QJY55bTVR_tESszWM2zRoR4/s1600/unnamed-3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><img border="0" data-original-height="606" data-original-width="808" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnrqFmTCAhZADkOfPwGGjA97XxJSUs1IKxwcbpaE_OzvrUPSUujblAIMgNkZihLI0Mv_vvsQ4mAtFSTf1vRPSVteOUsSDTYyBfOaYlrBGGXhW3zSxeQ39e7QJY55bTVR_tESszWM2zRoR4/s640/unnamed-3.jpg" width="640" /></span></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbfDCBnkGco8z3faJP8L4-tePb26bCGERPBOb4EzwCIgFAeclkMIn-_38gmoG8J3pU26-KdAlfl_uyLFwF8y4U2MfBQnIANlwOIMnI0z_BOI9-G-eH4dduLMx83o4EWlQSIMX0A5vLJEdI/s1600/pink.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><img border="0" data-original-height="553" data-original-width="925" height="382" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbfDCBnkGco8z3faJP8L4-tePb26bCGERPBOb4EzwCIgFAeclkMIn-_38gmoG8J3pU26-KdAlfl_uyLFwF8y4U2MfBQnIANlwOIMnI0z_BOI9-G-eH4dduLMx83o4EWlQSIMX0A5vLJEdI/s640/pink.jpg" width="640" /></span></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1e6XHBk7YioVOg7BRrJzhDPpXfPfP_wJTtCqffD0jg20aSEc7dfuswVNgE8Oj6jcphh9NRyb90fg3aXfvwxSCenqG23wCGueLm-4Bg0uDNcckCYTr475jz1xqLeH7pruDU1FP6qDwRvkR/s1600/nexus2cee_PixelPhoneCamera.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><img border="0" data-original-height="512" data-original-width="1024" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1e6XHBk7YioVOg7BRrJzhDPpXfPfP_wJTtCqffD0jg20aSEc7dfuswVNgE8Oj6jcphh9NRyb90fg3aXfvwxSCenqG23wCGueLm-4Bg0uDNcckCYTr475jz1xqLeH7pruDU1FP6qDwRvkR/s640/nexus2cee_PixelPhoneCamera.jpg" width="640" /></span></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">How does this happen?</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Some data tells them that having the best camera is the key purchase driver.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">They make a phone with a camera that they can claim is the best.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Some people in the focus group decide that this advert says, 'this phone has the best camera' most clearly and so t</span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">he advert is just a picture of the phone with a generic claim. Same as everyone else's. Part of the 84% of advertising that is not remembered at all.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">This happens when you don't have a basic education in how creativity and communication work. When you aren't aware of the mountains of data linking creativity to commercial return. When you aren't aware of the power of emotion over reason to drive business results. When you have no respect for the power of an idea. When you aren't even aware of some of the basics of copywriting established nearly 100 fucking years ago. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">You don't need to do a lot of reading to learn these things. And when you do, you might stop saying things and start communicating them instead.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9HMtrXoSSSbcKX6Wc9UQuOnG5I8bJ9mD5kFF4oEaXy8IrF5CSwAkFAzFOWM9Ih_w5ufSOv5hR9feb_rLFS_YOJJNjpCIAdath0xn5_kIpyQ077__GE2wN-NMXaJCrSZ5kp-sr_Ibcloa7/s1600/apple6a_0_0-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><img border="0" data-original-height="427" data-original-width="569" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9HMtrXoSSSbcKX6Wc9UQuOnG5I8bJ9mD5kFF4oEaXy8IrF5CSwAkFAzFOWM9Ih_w5ufSOv5hR9feb_rLFS_YOJJNjpCIAdath0xn5_kIpyQ077__GE2wN-NMXaJCrSZ5kp-sr_Ibcloa7/s640/apple6a_0_0-1.jpg" width="640" /></span></a></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Thoughts? Gimme a shout <a href="https://twitter.com/LucianTrestler" target="_blank">@LucianTrestler</a><span id="goog_1685969529"></span><span id="goog_1685969530"></span><a href="https://www.blogger.com/"></a></span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-24621608250782453082017-08-09T15:07:00.001+01:002019-03-20T15:14:18.856+00:00HAVING NOTHING TO SAY IS A BLESSING IN DISGUISE<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">What's the insight?</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">What's the claim?</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">What's the reason to believe?</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">How did the script do in the focus groups?</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">What's the key message takeout?</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Is it actively engaging?</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">On and on and on go the questions that bury us in so much complexity that we over complicate the simplest of tasks.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">'Just say the brand name in a way people will remember it' is the answer to most communications briefs. It's rarely more complicated than that.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">ADVERTISING IS VERY SIMPLE. It's also very hard. That is why it is becoming a pseudo-science where people hide in complexity. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Bernbach warned against it. (thanks <a href="https://twitter.com/rshotton/status/895212321726967808" target="_blank">@rshotton)</a></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">So when you've got a product, agency and client who are free enough to just make us remember the product and the brand, amazing things can happen. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">These are two of the best ads of all time.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/qRA7B3GGdME/0.jpg" frameborder="0" height="360" src="https://www.youtube.com/embed/qRA7B3GGdME?feature=player_embedded" width="636"></iframe></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><a href="https://www.blogger.com/"></a>All the data tells us that being different and distinctive makes for effective comms</span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">.</span><br />
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">So let's fuck off all the constraints of trying to add 'science' and get back to the art of making people remember us.</span></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-53494211791629434102017-01-23T11:30:00.000+00:002017-02-20T12:00:50.891+00:00WHY EXACTLY WAS THAT AD SO FUCKING GOOD?<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">So often this question is misdiagnosed and ‘that tricky second album’ flops.</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The drumming gorilla was all about joy, right? A big, abstract, pure expression of joy in that quirky Cadbury’s tone of voice, right? WRONG. It was all about a very specific type of <i>orgasmic</i> joy. The type that you can only experience after an outrageous build up. The release was the important bit there. Kind of like that release of sensory joy that can be experienced when you finally sink your teeth into that chocolate you’ve been craving. The build-up and release that wasn’t in any of their other ads.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Epic strut. That was all about a bloke dancing outrageously in public, right? WRONG. We have all imagined how awesome it would be to burst into a power walk like that on days when we are bossing life and Queen B comes on shuffle. No one has imaged expressing that feeling on the pole. Ok, very few of us have imagined that.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Understanding exactly what that feeling was that made that ad so fucking good is crucial, I would argue, in rolling out hit after hit.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The Underarmour ad with Misty Copeland (I will what I want) was all about that feeling when self-belief puts you on top of the world. Then came Giselle. Then Phelps. Each one a masterclass in spine tingling self-belief.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Our industry moves fast and naturally this means we obsess about the next big thing. And that’s a good thing. But we don’t stop to look back and reflect enough. By taking the time to ask - why <b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><u>exactly</u> </i></b>was that ad so fucking good? - we (especially strats rustling up briefs) can help crack that tricky second album.</span><br />
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><br /></span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">As always if you found this interesting and can share a link I'll be ya best friend foreva X</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">n.b. this post also appears on BBH Labs with less 'fucking'</span>Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-23685877352028810612016-12-20T14:58:00.000+00:002016-12-20T18:08:45.496+00:00LIVE BROADCASTING. BEYOND ONLINE ADVERTISING AND INTO CULTURE.<div class="MsoNormal">
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">KFC, Gaming and Grime. At first glance these may look like
three separate entities, but look a little closer into youth culture today and
you will see that they are inseparably tangled together. Grime stars love
gaming; they love talking about it online and they love writing music about
gaming.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The gaming elite have reciprocated this inter-genre love; KSI
- gamer and most influential YouTuber in the UK - has even collaborated on grime
tune ‘L<i>amborghini</i>’ with P Money,
which has amassed more than<i> </i>61m views.
Where you find grime and gaming, you find KFC mentioned constantly, both in
lyrics or proclaimed as the ultimate fuel for gaming on social chatter.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">This blossoming friendship between two of the biggest and
hottest UK cultures has been played out publicly across a combined social
network that reaches approximately 60% of the UK’s 16-24s. <o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">This is the age group that is leading the charge against
online advertising, with nearly half (47%) using adblockers - up 15% in a year.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">They also make up a sizeable proportion of the fast food
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">With traditional OLA declining in reach (with questionable effectiveness),
we wondered whether live broadcast, connecting straight to the customer, could
offer us a marketing opportunity?<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The objective; to famously enforce the existing cultural
associations between this demographic, eating occasion and KFC. At a fraction
of the price of TV.<o:p></o:p></span></div>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Closing"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
UnhideWhenUsed="true" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Level 9"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">On
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biggest names in grime and gaming battle it out for a lifetime’s supply of KFC<!--EndFragment-->
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87% its target audience,</span>
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77% of all comments expressed joy. <o:p></o:p></span></span></div>
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<!--EndFragment-->The long term effect of this broadcast is yet to
be measured, but we are already planning no.2. Why? Because although adblocking
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</style>Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-18103463649406575232016-09-28T10:16:00.003+01:002016-09-28T11:30:15.547+01:00HOW DO YOU BEAT A SERIAL LIAR IN A LIVE TV DEBATE?<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">If you haven't watched the first presidential debate I highly recommend doing so. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">It's an awesome display of... well you be the judge.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">One interesting sign of the times from a comms POV.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Immediately after Donald told his first lie (about 5 mins in), Hilary invited viewers to go to her website which was running a live 'fact checker' on the debate. It both sources her own facts, and dispels Donald's lies.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">'10 things brands need to learn about second screening from Hilary Clinton', is an article that will probably appear on Linkedin feeds near you soon.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Whether it will help in the 'post-factual' era, I don't know, I can't help but think she also needed a disruptive (*BUZZ WORD CLAXON*) way of getting those fact checks out there, maybe hijacking Trump supporter hashtags etc rather than just preaching to the converted.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Either way it's pretty astounding that a there is a searchable website of 'tens of thousands of words Trump has literally said,' all of which would individually, normally, sink any other political candidate...</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Fact checker - https://www.hillaryclinton.com/literallytrump/</span></div>
<br />Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-32128934350755982112016-08-31T16:27:00.000+01:002016-08-31T16:29:28.718+01:00TENSIONS IN UK CULTURE<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">P.S. IF YOU FOUND THIS USEFUL AND FANCY SHARING THE LINK ON TWITTER I'LL LUV YA FOREVA</span><br />
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<span id="goog_358504811"></span><span id="goog_358504812"></span><br />Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-28335347623831688312016-05-11T10:57:00.000+01:002016-05-11T10:57:00.255+01:00ALL MAN<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Grayson Perry's latest show on Channel 4 is all about him trying to understand macho culture / masculinity in the 21st Century.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
<div style="background-color: white; color: #222222;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">In Ep 1 he goes to meet cage fighters in the north of England. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
<div style="background-color: white; color: #222222;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">It's clear that Perry has a prejudice about 'old school masculinity', 'why do you <i>need</i> to be tough'?', he shouts at them.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
<div style="background-color: white; color: #222222;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">As he explores the futility of the out dated, tough, silent, strong man, in a world that doesn't need these qualities (the young male suicide statistics for the area told their own story) he uncovers a totally different perspective on cage fighters that radically changes his opinion.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">If we could demonstrate half his ability to see from another perspective, to see through the obvious cleshes, I'm sure it would have a profound effect on our work.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
<div style="background-color: white; color: #222222;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">enjoy the series!</span></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-88236888944689088262016-03-09T13:10:00.001+00:002016-03-10T09:02:07.776+00:00THE BATTLE OF THE SCREENS<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">“Water water everywhere nor any drop to drink,” <i>The Ancient Mariner</i>.</span><br />
<span style="font-size: large;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">“Data data everywhere but what the fuck to think? “ <i>Me</i>.</span></span><br />
<span style="font-size: large;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">In the wake of a lot of annual / quarterly / continuous reports on Mobile vs TV, I’ve tried to interpret some data into three points, that are hopefully interesting and helpful for you.</span></span><br />
<span style="font-size: large;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b>1. Beware of anyone telling you live TV is dead, because it isn’t</b></span></span><br />
<span style="font-size: large;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">A piece of data in the
Facebook’s </span><span lang="EN-US" style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Q4’15 Market Snapshot (UK) </span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">report (supplied by Millward Brown) is totally at odds with other, I believe far more reliable data, with regards to Live TV & On
Demand TV viewing figures.</span></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">This is from a report
called <a href="https://www.thinkbox.tv/News-and-opinion/Newsroom/A-year-in-TV#download" target="_blank">'A Year In TV',</a> have a read there’s loads of great data.<o:p></o:p></span></span></div>
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<!--StartFragment--><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">But that’s probably a good thing seeing as most
Mobile advertising is awful, intrusive and steals people’s data allowance. All
reasons why one of the biggest Mobile operators in the UK, Three, <a href="http://www.theguardian.com/media/2016/feb/19/mobile-operator-three-ad-blocking" target="_blank">is going to block them</a>.<!--EndFragment--></span></div>
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<span lang="EN-US"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><b>3. BUT Mobile video can be as powerful as
an HD Widescreen TV </b><o:p></o:p></span></span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><a href="https://theconversation.com/in-the-world-of-video-advertising-screen-size-doesnt-matter-study-54543" target="_blank">A piece of research</a> by Ehrenberg-Bass Institute (of Byron Sharp fame) has shown
that viewing video on mobile can be as exciting or more so than on a TV. This
is particularly interesting coming from them as Sharp can sometimes sound quite
dismissive of digital / social. <o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">"skin conductance
results showed mobile phone participants experienced the same levels of
excitement as participants who watched the larger screens.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">The effect of holding
a mobile phone on excitement was stronger than the effect of viewing distance.
The effect of distance was clearest for the desktop personal computer, which
was not held in the hand"<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">So used properly
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Let me know your
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">And if you’ve got a
moment to share this post I’ll LUV YA FOREVA x</span><o:p></o:p></div>
<!--EndFragment--></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-68278054903631323272015-11-30T13:25:00.001+00:002015-12-08T10:25:51.799+00:00BAMBI IS DATA<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMmP683rJlEEw63WcdtYD8GELop92-yWQ18x6FWCS5khTF8wJGAul8wRCiLNjNJPrYfH9uvKJ4TZ6BL9KvG6LEGj9MmoK-Hsv5uZpb_gubaLHTIbRa9dzQlB7V3ihW9lan2HhyHhewX7-x/s1600/bambi.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><img border="0" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMmP683rJlEEw63WcdtYD8GELop92-yWQ18x6FWCS5khTF8wJGAul8wRCiLNjNJPrYfH9uvKJ4TZ6BL9KvG6LEGj9MmoK-Hsv5uZpb_gubaLHTIbRa9dzQlB7V3ihW9lan2HhyHhewX7-x/s640/bambi.png" width="640" /></span></a></div>
<div style="text-align: center;">
<div style="text-align: left;">
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<!--StartFragment--><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span lang="EN-US" style="font-size: 8pt;"> Walt
Disney with the fawn Bambi that was kept as a pet at the studios and studied by
the artists, 1942.<sup>1</sup></span><!--EndFragment-->
</span></div>
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<span lang="EN-US" style="font-size: 8pt;"><sup><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></sup></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">What do you see when you think of data?<o:p></o:p></span></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Do you see excel, soporific powerpoint or hackneyed
pen portraits?<o:p></o:p></span></span></div>
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<br /></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Do you see pre-testing debriefs driving brands
towards persuasion based communications, a methodology that creates less
effective work?<sup>2</sup><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Do you see Facebook and Twitter distorting
reality by counting 3 seconds of muted auto-play as a view?<sup>3</sup><o:p></o:p></span></span></div>
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<br /></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">I don’t. That’s just noise.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">When I think of data I see cab drivers, novels,
fields, footballers and a fawn called Bambi.<o:p></o:p></span></span></div>
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<br /></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Data starts with what <i style="mso-bidi-font-style: normal;">you</i> want to know.<o:p></o:p></span></span></div>
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<span style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">As
Einstein said, “I believe in intuition and inspiration. Imagination is more
important than knowledge. For knowledge is limited, whereas imagination
embraces the entire world, stimulating progress, giving birth to evolution. It
is, strictly speaking, a real factor in scientific research.’<sup>4<o:p></o:p></sup></span></span></div>
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<span style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Go
outside and you will see pen portraits of great depth and meaning.<o:p></o:p></span></span><br />
<span style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="background: white; color: #181818; font-size: 11pt;">‘</span><span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;">Pick out a cab driver. He will look to you very
much like every other cab driver. But study him… [and he will be] seen in your
description as an individual, different from every other cab driver in the
world.”<sup>5</sup><o:p></o:p></span></span></div>
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<br /></div>
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<span style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">If
you want to understand situations you’ll never be in, read.<o:p></o:p></span></span></div>
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<br /></div>
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<span style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">“A
great book should leave you with many experiences, and slightly exhausted at
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<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimE7DpBDWDzBY722LDW9QbQdzA4UGtbO9Cwy7gjhJHjDNESxYQ_K7gb8SC66AaT0OjV8w_spGQLIJhVYMxdV7Uq7P6G5DZOeApM0OlK6KqMyyvanlnllbITYWikVPncnKqGJAVj6Ug8GL5/s1600/koolhass.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><img border="0" height="181" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimE7DpBDWDzBY722LDW9QbQdzA4UGtbO9Cwy7gjhJHjDNESxYQ_K7gb8SC66AaT0OjV8w_spGQLIJhVYMxdV7Uq7P6G5DZOeApM0OlK6KqMyyvanlnllbITYWikVPncnKqGJAVj6Ug8GL5/s320/koolhass.png" width="320" /></span></a><span lang="EN-US" style="font-size: 8pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
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<span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;">If you want to see how people behave, look in
the right places. </span><!--EndFragment--></span></span></div>
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building existed there was an open field. Koolhass observed that the students
had carved out fairly substantial ruts in the grass from walking the same
paths. The result was a highly irregular plan with diagonal hallways.’<sup>7</sup></span><span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><o:p></o:p></span></span></div>
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<span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Stop
leaving competitor research to the work experience.<o:p></o:p></span></span></div>
<div style="text-align: left;">
<span lang="EN-US" style="font-size: 8pt;"><span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></span></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="background: white; color: #181818; font-size: 11pt;">Don Revie
created one of the most powerful football clubs in Europe during the 60's and
70's, dragging Leeds from the brink of Third Division obscurity to become the
most successful football team in the country.</span><span style="font-size: 14pt;"> </span><span style="background: white; color: #181818; font-size: 11pt;">"He compiled elaborate
dossiers on our opponents, and for an hour or so on the morning before a match
he'd analyse every </span></span><span style="background-color: white; color: #181818; font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: 11pt;">one of
their players."</span><sup style="background-color: white; color: #181818; font-family: 'helvetica neue', arial, helvetica, sans-serif;">8</sup></div>
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<br /></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;">Approach every question anew,
don’t be lazy and expect a one-size fits all formula to give you an answer. </span></i></b><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="background: white; color: #181818; font-size: 11pt;"><o:p></o:p></span></i></b></span></div>
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<br /></div>
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<span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">‘In a
world becoming more and more this, and more and more that, but above all more
and more meditated, the only thing you can trust is the direct route to your
own experience.’<sup>9<o:p></o:p></sup></span></span></div>
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<br /></div>
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<sup><span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><o:p><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: small;"><i style="background-color: #9fc5e8;">P.S. If you enjoyed this article and would be kind enough to share it on Twitter I'd be extremely grateful!!</i></span></o:p></span></sup></div>
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<span style="background-color: white; color: #181818; font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: 11pt;"><br /></span></div>
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<span style="background-color: white; color: #181818; font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: 11pt;">Sources;</span></div>
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<span lang="EN-US" style="background: white; color: #181818; font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">1. @ClassicPics<o:p></o:p></span></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span lang="EN-US">2. Les Binet & Peter Field, <i style="mso-bidi-font-style: normal;"><span style="mso-bidi-font-weight: bold;">The Long and the Short of It</span></i></span><span lang="EN-US" style="background: white;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">3. Facebook, Twitter<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">4. Albert Einstein, <i style="mso-bidi-font-style: normal;">On Cosmic Religion and Other Opinions and
Aphorisms</i><o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span lang="EN-US" style="font-size: 11pt;">5. </span><span style="font-size: 11pt;">James Webb Young, <i>A
Technique for Producing Ideas</i></span><span lang="EN-US" style="font-size: 11pt;"><o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">6. William Styron<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">7. Quora, Rem Koolhaas<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">8. Jack Charlton<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">9. Martin Amis, <i>Experience</i></span><span style="font-family: "helvetica";"><o:p></o:p></span></span></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-67579640756890583662015-06-10T12:25:00.001+01:002015-06-10T12:27:29.908+01:003 Things Every Planner Should Do<!--[if gte mso 9]><xml>
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<a href="http://ecx.images-amazon.com/images/I/510WCWBSDXL._SY344_BO1,204,203,200_.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><img border="0" class="irc_mi" src="http://ecx.images-amazon.com/images/I/510WCWBSDXL._SY344_BO1,204,203,200_.jpg" height="346" style="margin-top: 38px;" width="229" /></span></a><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Work On Creative Briefs<o:p></o:p></span></span></b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-size: 16.0pt;">When I was first
trying to get in to advertising I had a chat with Jon Steel. He told me to get creatives to give me briefs they were working on and to present work back to them. 'You will present a lot of shit work', he told
me. 'But you will learn, and stay in touch with the agency creative process. You
will learn what creatives need from you</span><span style="font-size: 16pt;">. And most importantly you will become
acutely aware of what makes a good, and bad brief.</span></span></div>
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<span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">There are things
you can only learn by looking from another perspective.'<o:p></o:p></span></span></div>
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<b><span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Subscribe To A Few Magazines</span></span></b></div>
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<span style="font-size: 16.0pt; mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><i>Herons
In Time And Space</i> . ‘To overcome the various technological challenges of a
night-time shot, he had built two timing devices for his camera to execute the<b style="mso-bidi-font-weight: normal;"> </b>single<b style="mso-bidi-font-weight: normal;"> </b>exposure. One device moved the focus, while the other adjusted the
aperture within a single frame, so both the herons and the stars were in focus.
It took 74 nights in the hide before the conditions were right and it all came
together.’<o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 16pt;">National
Geographic could be making you a more interesting person for £1.20 an issue. Why would you </span><i style="font-size: 16pt;">not </i><a href="http://www.nationalgeographic.com/magazines/lp/nav-uk/" style="font-size: 16pt;" target="_blank">subscribe</a><i style="font-size: 16pt;">? </i></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 16pt;"><br /></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 16pt;">It's hard to say </span><span style="font-size: 21px;">precisely</span><span style="font-size: 16pt;"> why a physical magazine is better than the Internet. Perhaps it's long articles and big pictures. Or a monthly amount to read. Or the lack of distractions. It's worth having both in your life though.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">And pick up a
really weird magazine every time you travel.</span></span></div>
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<span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<b><span lang="EN-US" style="font-size: 16pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Write An Advertising Blog<o:p></o:p></span></span></b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-size: 16.0pt;"></span></span></div>
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<span lang="EN-US" style="font-size: 16pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It will force you to have regular, considered points of view on stuff outside your day to day. You’ll find out what it takes to get people to read your (*buzzword claxon*) content. It might get listed on other sites. I</span></span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 21px;">f someone Google’s you they’ll be impressed. And </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 16pt;">It can end up giving you the edge in a job interview. …</span></div>
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<span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Got any great tips? Give me a shout @LucianTrestler<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-size: 16.0pt;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">P.S. If you found
this at all helpful, and can find the time to share the love with other
planners on twitter, I’d be hugely grateful!</span><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-size: 16.0pt;"><br /></span></b></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-60454276426956251092015-05-11T19:25:00.000+01:002015-05-11T19:25:51.573+01:00The future's bright, the future's...<!--[if gte mso 9]><xml>
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<!--StartFragment--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-family: Arial; font-size: medium; mso-ansi-language: EN-US; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast;">Orange, 1994. ‘In the future, you wont change what
you say, just how you say it.’ </span><!--EndFragment--></span><br />
<div style="text-align: center;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><iframe allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/NoAeimRHnKg" width="646"></iframe><br /></span>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. In my opinion, some of these things being;</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Unchanging man</span></u></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZovocY5Pj8iOCiN-XSmT5ZYOpt59xNDHfAH2wZBTCx05B_NVGNchYm64pSrTtwnd6-0th2gIfp3zay1Ij7geHDtr6wIBPArJl2tmhyphenhyphensAxV92RW1lWapPcNEFWQLL4yz4lvITeho-VIkj7/s1600/bernbach.jpg.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" height="288" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZovocY5Pj8iOCiN-XSmT5ZYOpt59xNDHfAH2wZBTCx05B_NVGNchYm64pSrTtwnd6-0th2gIfp3zay1Ij7geHDtr6wIBPArJl2tmhyphenhyphensAxV92RW1lWapPcNEFWQLL4yz4lvITeho-VIkj7/s1600/bernbach.jpg.png" width="640" /></span></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Hard to believe this will become any less important.</span></div>
<div style="text-align: left;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
<div style="text-align: left;">
<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">What makes a great idea</span></u></div>
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<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></u></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9hvrJdx1UkxDAdboJQM3ecIiShRF6G0C5Ys2JM5d2FCWme5Gw-e4Ivglf-4dZJoqn923lXhrvKaykb3-F4vagNwcLBKP-m9khY6rnjFI1iTcCNVmAiQ_Pj7KD1p7EjD1H9eShSZcyX0rE/s1600/HegartyOn.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" height="328" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9hvrJdx1UkxDAdboJQM3ecIiShRF6G0C5Ys2JM5d2FCWme5Gw-e4Ivglf-4dZJoqn923lXhrvKaykb3-F4vagNwcLBKP-m9khY6rnjFI1iTcCNVmAiQ_Pj7KD1p7EjD1H9eShSZcyX0rE/s1600/HegartyOn.png" width="640" /></span></a></div>
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<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></u></div>
<div style="text-align: left;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">‘At BBH we aim to deliver intelligence and magic.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">We don’t believe that an idea is great unless it’s delivered off the right strategy <i>and we don’t consider a strategy worthwhile unless it leads to inspiring work</i>. </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;">Intelligence AND magic are mutually reinforcing’. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Understanding this process will continue to lead to great ideas.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></div>
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</div>
<div style="text-align: left;">
<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">The art of creating power</span></u></div>
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<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></u></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Sir Lawrence Freedman defines strategy as the <i>art</i> of creating power. Notably, not a science. And in order to do this it must be continuous. It must carry on after you get punched in the mouth. Strategy (over planning) is ‘the evolution of the big idea through changing circumstances’. Changing circumstances being the operative phrase here.</span></div>
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<u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Consistency>Distinctiveness>Fame>Success</span></u></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIpP9W78wgnwSKgxCDak-JVd6g9X1i4J75xHTguPHnRI8WPYBeQsN6XsNQ6LwMBcaK1Qsu1g2rPDK9b2IClF3IhXGrNcTFiMsf_pC07TiMIjAeZgCk2uhmb90D3vBeTM6tGVqjUjDDg9Ty/s1600/Screen+Shot+2015-05-05+at+16.29.31.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIpP9W78wgnwSKgxCDak-JVd6g9X1i4J75xHTguPHnRI8WPYBeQsN6XsNQ6LwMBcaK1Qsu1g2rPDK9b2IClF3IhXGrNcTFiMsf_pC07TiMIjAeZgCk2uhmb90D3vBeTM6tGVqjUjDDg9Ty/s1600/Screen+Shot+2015-05-05+at+16.29.31.png" width="640" /></span></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">“A brand cannot be distinctive if it is not consistent." And communications will not increase a brand’s fame if they aren’t distinctive. Which is not great seeing as increasing brand fame is the most profitable objective for communications. And although this pattern is reflective of the findings of the marketing book du jour, ‘How Brands Grow’ by Byron Sharp, it is a pattern that has long been known by brands. Just look at the Catholic church.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">In summary, what we have learnt will not one day become useless when some one proclaims that ‘X is dead’.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Quite the opposite.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">In an uncertain future, knowing how to apply certainty will make strategy more valuable than ever.</span></div>
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<b><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Uncertainty + Certainty = Opportunity</span></b></div>
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<b>*</b>This article was originally published on BBH Labs within a larger article. To read the whole thing, which includes two other points of view from fellow BBHers Shib Hussain and Melanie Arrow, click <a href="http://bbh-labs.com/the-future-is-bright-the-future-is/" target="_blank">here</a>.</div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-90019319868093894592015-02-12T10:06:00.001+00:002015-02-17T10:12:54.469+00:00SHORT AND SWEET #1<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><b>PRODUCT INNOVATION</b></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpQQqFhAENgJ7CscrqqT9t4MKcXPeESzw9M29TBAYzYQ5qHVXnt738AMDuCAZ0m7H4A0dz7DJkAwQ917eU4BKvce3VPdFaWOGIFt9GczsTw77Dv6Ky31p82zL77eX6mUsbR20gJo-iSnZ3/s1600/result-41-990x500.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpQQqFhAENgJ7CscrqqT9t4MKcXPeESzw9M29TBAYzYQ5qHVXnt738AMDuCAZ0m7H4A0dz7DJkAwQ917eU4BKvce3VPdFaWOGIFt9GczsTw77Dv6Ky31p82zL77eX6mUsbR20gJo-iSnZ3/s1600/result-41-990x500.jpg" height="322" width="640" /></span></a></div>
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<span style="background-color: white; color: #500050; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Forget taxidermy, now you can mount <a href="http://bit.ly/17eS8Db" target="_blank">fresh flowers</a> on your walls. </span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><b>THAT VIDEO YOU'VE GOTTA SEE</b></span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><iframe allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/0lkIMZ6v6qU" width="646"></iframe><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">3 minute music video shot in 5 seconds.</span><br />
<b style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: x-large;"><br /></b>
<b style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: x-large;">PIC OF THE WEEK</b><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS_DGWOQTkj2mELzmqlHA7zMTsDcJAr44ubZkUDTpfuezI4N4j6v3iiSZrTt9OnX-h8zqebNChyrz04xNvkpCWlIyyngc6Ac9JZLcfjAbG4SujLSJHCY89YoA5wo3rf1MEH80t4yfJQ_9H/s1600/B9ezO-KIIAAX6lK.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS_DGWOQTkj2mELzmqlHA7zMTsDcJAr44ubZkUDTpfuezI4N4j6v3iiSZrTt9OnX-h8zqebNChyrz04xNvkpCWlIyyngc6Ac9JZLcfjAbG4SujLSJHCY89YoA5wo3rf1MEH80t4yfJQ_9H/s1600/B9ezO-KIIAAX6lK.jpg" height="452" width="640" /></span></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><b>OUTSTANDING PROJECT</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><a href="http://whatkindof.me/" target="_blank">Be amazed in 30 seconds</a></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><b>GOLDEN OLDIE</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" src="//player.vimeo.com/video/21190241?color=ffffff&title=0&byline=0&portrait=0" webkitallowfullscreen="" width="646"></iframe> </span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span>
<span style="background-color: white; color: #500050;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">The story goes with this one that the client said no, Saatchi's shot it anyway and the client hated it so much they lost the account and it never really aired.</span></span><br />
<span style="background-color: white; color: #500050;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br /></span></span>
<span style="background-color: white; color: #500050;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">And that's all for now. If you enjoyed the post and could give it a shout out on twitter I'll love ya foreva!</span></span>Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-6219797989179744452015-02-03T17:13:00.001+00:002015-02-09T17:05:00.950+00:00The Theory Of Advertising Relativity<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpejslkU2601EaRz20dkE6kElF2DMUNfqZE7KEcYC1TgFIvBMHry72wjZlnS5CKSeK7oWl-nQnHnxhppsPIozqG3wOMhnsnuuQWLl7oLlFDRAAY3om82g0u9gGoCifOYFnN5rZhXcPECVe/s1600/c3YiPrW.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpejslkU2601EaRz20dkE6kElF2DMUNfqZE7KEcYC1TgFIvBMHry72wjZlnS5CKSeK7oWl-nQnHnxhppsPIozqG3wOMhnsnuuQWLl7oLlFDRAAY3om82g0u9gGoCifOYFnN5rZhXcPECVe/s1600/c3YiPrW.png" height="272" width="640" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8jhkFraw1H6LDIwvIjsdJpqJkzMPsVNnTC_FvLwVsuY1RbY5jrUFoXwMito1QdijXlY4mMQi80ROgsYdJSt9eHtsqgIizluJ7rGFJ6DICvUU8N2I5LP07sOJwWwPPf6jBVglvhfa7I3Pg/s1600/image+(3).png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8jhkFraw1H6LDIwvIjsdJpqJkzMPsVNnTC_FvLwVsuY1RbY5jrUFoXwMito1QdijXlY4mMQi80ROgsYdJSt9eHtsqgIizluJ7rGFJ6DICvUU8N2I5LP07sOJwWwPPf6jBVglvhfa7I3Pg/s1600/image+(3).png" height="390" width="640" /></a></div>
<br />Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com2tag:blogger.com,1999:blog-3473480766949913285.post-22889602481842295532015-01-14T19:09:00.001+00:002015-01-16T11:33:43.178+00:00CONSISTENCY⇒DISTINCTIVENESS⇒FAME⇒SUCCESS<div class="MsoNormal">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpjzq7Al5wH923kgoBhpScoMP2wAQFl5ovFeJ9msgJL2eSkiqKTlMN2PtjX3KdwuwkPFVDJhJJls4bOPe7kBvoFsbyCV2be1Z7mFXKI-ftPvBXU50_jKOKF9sskQwPJ4ANSzvUuuAPspzV/s1600/Lent-purple-4.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpjzq7Al5wH923kgoBhpScoMP2wAQFl5ovFeJ9msgJL2eSkiqKTlMN2PtjX3KdwuwkPFVDJhJJls4bOPe7kBvoFsbyCV2be1Z7mFXKI-ftPvBXU50_jKOKF9sskQwPJ4ANSzvUuuAPspzV/s1600/Lent-purple-4.jpg" height="426" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The catholic church is probably one of the greatest examples of this pattern.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">As a planner and <a href="http://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560" target="_blank">Byron Sharp</a> evangelist, I
am often thinking about how to increase the consistency of creative work
because consistency increases the effectiveness of communications over time. </span>"A brand cannot be distinctive if it is not
consistent." And communications will not
increase a brand’s fame if they aren’t distinctive. Which is not great seeing
as increasing brand fame is the most profitable objective for communications.</span></div>
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<span lang="EN-US" style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Sadly the word ‘consistency’ is probably
the least appealing word a creative can hear. It sounds like a constraint, a
formula, the enemy of new, brave and exciting. Basically the opposite of
creativity.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">I whole-heartedly disagree.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">I see the pattern of - consistency</span><span lang="EN-US">⇒distinctiveness</span><span lang="EN-US">⇒fame</span><span lang="EN-US">⇒success
– in creativity from churches and Hollywood to graffiti, in YouTube channels and garage
music. And there’s a lot we can learn from it.</span></span><br />
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To be clear I am not attributing all of the
success below to consistency, an overwhelming part of it is that it’s all
fucking great.<span style="mso-spacerun: yes;"> </span>But when you consider
what has been kept consistent, in the context of how the creative is
experienced, there’s a lot to learn.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><iframe allowfullscreen="" frameborder="0" height="360" src="//www.youtube.com/embed/7wTcFeSYQ18" width="646"></iframe></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><span style="text-align: left;">Everything in Wes Anderson’s movies, from the
opening titles, to the types of characters, </span><span style="mso-spacerun: yes;"> </span><span style="text-align: left;">actors, stories, dialogue, colours etc etc is
born from one consistent style. Yes other directors have styles but not like
this.</span></span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;">Through this consistency he has created a
movie franchise around himself as a director, rather than around a story or
character as is traditional. It’s the next Wes Anderson movie, not the next
Harry Potter or Bond.</span><br />
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;"><br /></span>
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;">And his box office takings show extraordinarily
consistent growth, akin to a successful movie franchise, when compared to
successful directors like Spielberg or Nolan who are up and down like a yoyo.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0YRgU2xfCnJdFOcIjeMQtOgHaipsRg54axJdqG1-L74UeT6e9OzXT47ANeiZeeXxyp_blAVkKT3kQVc-eRnS2FvmekGfSOCdeo2c1UCsIGTVDiFkOSTskEeN01FRCjkYy3PcdzVOM2CXa/s1600/Screen+Shot+2015-01-14+at+16.45.03.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0YRgU2xfCnJdFOcIjeMQtOgHaipsRg54axJdqG1-L74UeT6e9OzXT47ANeiZeeXxyp_blAVkKT3kQVc-eRnS2FvmekGfSOCdeo2c1UCsIGTVDiFkOSTskEeN01FRCjkYy3PcdzVOM2CXa/s1600/Screen+Shot+2015-01-14+at+16.45.03.png" height="322" width="640" /></span></a></div>
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<span lang="EN-US" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;">Established in 2011, Majestic Casual was </span><span style="mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">one of the first music blogs on YouTube
spanning genres including deep house, hip-hop, indie and pop. </span><span style="mso-spacerun: yes;"> </span><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: large;">99% of their music uploads have no video
content, just a static image and ‘majestic’ in white. In that ‘what should I
listen to next’ moment, seeing that branding massively increases the likelihood
of trying something new or spotting something you like, as ‘majestic’ is
instantly noticeable in YouTube’s sidebar. It's a decision you often want to make quickly and this helps you do it. </span></span></span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Majestic Casual has a total of nearly 600million views, with a guarantee that each individual video will climb into the high hundred thousands, if not millions. This approach has subsequently been copied by a lot of other YouTube channels, although no brands with a marketing budget as far as I can tell.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large; mso-ansi-language: EN-GB;">Onto DJ EZ, widely regarded as the greatest garage DJ of all time, who is still hugely successful despite the rest of the genre practically dying out. He’s the only DJ I know of who’s got what is essentially a branded audio jingle that he starts every single set with. It can often be heard during as well. <span style="mso-spacerun: yes;"> </span>Classically this is what Radio stations do, EZ has just applied the thinking to his own work. Have a listen. You just can’t help noticing it and remembering it.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><br />
A shrewd move
considering he is always playing through someone else’s media channel, be that
a radio station, YouTube channel or nightclub. By comparison all other DJ’s
introductions sound the same.</span><br />
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<span style="mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Ben Eine fell in love with
the alphabet and subsequently created a new approach to graffiti. In line with
being ruthlessly consistent in search of fame, traditionally graffiti writers
will paint the same word over and over and over again, not necessarily in the
same style though. Eine painted different letters everywhere, but they all explored
the same style of typography. His rise to fame was meteoric, commercial success
followed and David Cameron even gave one of his prints to Barack Obama as a
present.<o:p></o:p></span></span></div>
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<span style="mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">I'm not saying be consistent for consistency's sake. I'm saying let's stop seeing it as a creative problem and start seeing it as a tool to get famous.</span></span></div>
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<span style="mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">What do you think? Give me a shout @LucianTrestler</span></span></div>
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<span style="mso-ansi-language: EN-GB;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">And if you found this interesting and could find it in your heart to give me a shout out on twitter I'll love ya forever!</span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: xx-small; mso-ansi-language: EN-GB;"><b>Sources:</b></span></div>
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<b>Byron Sharp</b> on twitter, <a class="ProfileHeaderCard-screennameLink u-linkComplex js-nav" href="https://twitter.com/ProfByron" style="background: rgb(245, 248, 250); color: #8899a6; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 14px; line-height: 14px; text-decoration: none !important;"><span style="background-attachment: initial; background-clip: initial; background-color: #f5f8fa; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #8899a6; font-family: Helvetica Neue, Helvetica, Arial, sans-serif; font-size: 14px; line-height: 14px; text-decoration: none !important;"><span style="background: rgb(245, 248, 250); font-size: 14px; line-height: 14px;">@</span></span><span class="u-linkComplex-target" style="background-attachment: initial; background-clip: initial; background-color: #f5f8fa; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #8899a6; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 14px; line-height: 14px; text-decoration: none !important;">ProfByron</span></a></div>
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<b>Byron Sharp, </b><i>How Brands Grow, what marketers don't know.</i></div>
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<b>Les Binet & Peter Field</b>, <i>Marketing in the era of accountability.</i></div>
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<b>www.boxofficemojo.com</b></div>
Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-91897634529387615752014-12-09T11:59:00.000+00:002014-12-10T10:10:54.634+00:00Display Advertising: A Disgusting Waste of Money<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicvPovVkgKGHgx1RS8YQhhUdGvP6nQrDLBQ8T7-GweOJnwuUV8kHUsIL5OoGm6ZgSQa4awRa3S_0AuSG0je7rNSY8ja0DYt8mCyTOgjpEePoOcMZx93oXj0l7KcF_EReq9ZP5POw-VW7CM/s1600/warcadspend.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicvPovVkgKGHgx1RS8YQhhUdGvP6nQrDLBQ8T7-GweOJnwuUV8kHUsIL5OoGm6ZgSQa4awRa3S_0AuSG0je7rNSY8ja0DYt8mCyTOgjpEePoOcMZx93oXj0l7KcF_EReq9ZP5POw-VW7CM/s1600/warcadspend.jpg" height="392" width="640" /></a></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: large;">So in 2013 we spent $120.5315 Billion on internet advertising.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5HIkJH0hPApmoxYChX3NOY-GzELPHfmc2-vkHTZZwe74wGQbWZ8ErYnJT3cngY_ZVD-ddttiZMepAsuJ_MH6RcXNqNG_E-x_feRrqiIp2dCWFuJ8TVxpXqDxACIJkg_dWEymIuooGtdVV/s1600/adchart.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5HIkJH0hPApmoxYChX3NOY-GzELPHfmc2-vkHTZZwe74wGQbWZ8ErYnJT3cngY_ZVD-ddttiZMepAsuJ_MH6RcXNqNG_E-x_feRrqiIp2dCWFuJ8TVxpXqDxACIJkg_dWEymIuooGtdVV/s1600/adchart.png" height="452" width="640" /></span></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">And 25% of that*, so about $30 Billion was spent on display advertising.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8bwlbCLOq5RRy3iVr5oBLgLYEXRAw3mBe4kc7AkoASjnzHEwGIpP2yL05aGZXGHVN33yZEeu4HFBIrssedyDUOvoZqq9HB2Uax_roI7z3swjMdlZqtrtis_pJmuUVT0nPQWjAE4lYIYfN/s1600/google.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8bwlbCLOq5RRy3iVr5oBLgLYEXRAw3mBe4kc7AkoASjnzHEwGIpP2yL05aGZXGHVN33yZEeu4HFBIrssedyDUOvoZqq9HB2Uax_roI7z3swjMdlZqtrtis_pJmuUVT0nPQWjAE4lYIYfN/s1600/google.jpg" height="512" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Google has just reported that 56.1% of all display ads are not seen at all.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Even worse than that, ‘a display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second’, are you fucking kidding?</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">So by my overall calculations…. that is one massive waste of money, tantamount to fraud.</span></div>
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<b><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Sources:</span></b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Warc,</b> <i>Global Ad Trends 2014</i></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Forrester Research</b>, <i>Interactive Marketing Forecasts</i> </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Google,</b> <i>The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers</i></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">*I know the </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Forrester</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">data is just for the US but I thought I could use it as a guide, if you are aware of the exact global figure and would like to share that would be great!</span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-23476027211482449142014-10-07T12:09:00.002+01:002014-12-09T12:04:15.254+00:00APG: Big Thinking on Strategy – 1 Thing I Learned From Each Speaker<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Rather than try and summarise the varied points of discussion
around, and different perspectives on strategy into one neat article, I thought
I’d write something with the aim of being short and helpful. So, in running order, here is one
thing I learned from each speaker;<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Strategy Diluted - Tracey Follows</b></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Despite strategy being in rude health (guess how many books amazon stocks on the subject), it is also in danger of being stripped of all meaning. She illustrated this by recounting her favourite recent tweet, ‘What is your Ice Bucket Challenge strategy?’. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0SThoBLQ6H9yn5XAzTsMJrzKVFytoubxCqSBQIMOPInuGL8XBC3fbg43yMoGFsTVa7qV1okGOYVOvYh6i3x3OE_fUIzpdEiURBeMHidgDmUhg16mbDynkwKWbazyCRXFOmgiygd7ByI4f/s1600/strategyamazon.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0SThoBLQ6H9yn5XAzTsMJrzKVFytoubxCqSBQIMOPInuGL8XBC3fbg43yMoGFsTVa7qV1okGOYVOvYh6i3x3OE_fUIzpdEiURBeMHidgDmUhg16mbDynkwKWbazyCRXFOmgiygd7ByI4f/s1600/strategyamazon.jpg" height="176" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Glocal – Guy Murphy</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for the word. Guy Murphy made me realise that Glocal is not a challenge to be overcome but the competitive advantage of global brands over local ones. People love it when global brands take notice of what’s important locally.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Purpose - Bridget Angear</b><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In judging effectiveness awards Bridget has observed that 50% of papers get binned because, put bluntly, people aren’t clear on the purpose of the campaign (objective / effect) upfront. A great example of a campaign with a clear purpose at it’s heart is Amex Small Business Saturday, coincidentally also a brilliant example of a global brand taking interest in local matters.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Product Manager – Ben Malbon</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A product manager at Google must be an expert in at least one of, and proficient in the other two fields of UX, Business and Technology. Only by merging these disciplines together is it possible to develop products that people actually want. Suddenly the job sounds a lot more exciting than the title suggests.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcSnULMC8mbtrN5R4HPtnIw815pR0r3HjQBoB8AwZ8Ge0rPKW8NuQBtWT3XZ3_dAOqwsiHAktGxe1pNcfMNY18n7JtpuL2viTn_CyKQ5mYc5oADvpxOYVgTd0j81hxqe7tbs5tJkkSDvlk/s1600/Wagu+1+-+662.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcSnULMC8mbtrN5R4HPtnIw815pR0r3HjQBoB8AwZ8Ge0rPKW8NuQBtWT3XZ3_dAOqwsiHAktGxe1pNcfMNY18n7JtpuL2viTn_CyKQ5mYc5oADvpxOYVgTd0j81hxqe7tbs5tJkkSDvlk/s1600/Wagu+1+-+662.jpg" height="175" width="200" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Unreasonable Combinations - Adam Morgan</b></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">There are companies that create ‘Unreasonable Combinations’ thereby gaining competitive advantage. Traditionally you make a trade off between good and cheap, especially with food. Not anymore. Aldi are selling lobster and wagyu beef cheap, and with a Good Housekeeping award. Push for pizza is another great example. ‘I want a Pizza but I don’t want to order it’ – perhaps the most unreasonable demand ever…</span></div>
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<b style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Military Strategy – Sir Lawrence Freedman</b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Strategy is the <i>art</i>
of creating power. Notably, not a science. And in order to do this it must be continuous.
It must carry on after you get punched in the mouth. Strategy (over planning) is
‘the evolution of the big idea through changing circumstances’.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Presentation Presentation Presentation – Russell Davies</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">And his presentation stood out over all the others as he’d seemingly done it during the conference (there were pictures of the other talks in it), it moved, played videos, sang… It was bloody entertaining, just what everyone needed in that long conference. There’s a MASSIVE lesson in there for advertisers.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Ageism – Charity Charity</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The average age of women featured in advertising is ridiculously low.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Don’t Lose Me - Malcolm White</b></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">When asked what his match strategy was Ronnie O’Sulivan responded ‘talk about strategy and you lose me – I play with instinct’. A stark reminder, for me, that people who do or make, aren’t overly interested in chatting theory. Because they are busy doing.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">And that's it! Did anything at the conference strike you as particularly interesting? Give me a shout @LucianTrestler</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">And if you found the post interesting and fancy giving me a little love on twitter by posting a link to it, I promise I’ll love you back</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I know this is not a particularly controversial or new
opinion (for most people working in agencies) but the other day something
clicked whilst reading Enrique Lafuente Ferrari in <i>Goya’s Complete Etchings, Aquatints, and lithographs</i> and I think I’ve got a clear articulation as to why not.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">‘To be truly great, an artist must be able to create a world of his own, born from that driving urge which is the very essence of all art. In conception, this world must be coherent, and full of the instincts, intuitions, and passions that move humanity. To bring it all to life, the artist must depend not only upon his graphic talent and creative ability, but on his fantasy and imagination. Then, if it is his fortune to be gifted in this way, the most secretive workings of his soul and mind will find expression in line and form, light and shade, all inspired by that inner vision without which mere competence is nothing’ </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I am not trying to say that people who work in advertising are
truly great artists, I am trying to say that I think we can learn from them, especially
artists that have been commercially successful. Because we are also in the business of selling stuff and we are already
mimicking what they do. We already try to create [brand] <i>worlds</i> that are coherent and so over time consistent, whilst also
full of the ‘<i>passions that move humanity’
</i>that can make our work distinctive.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The most commercially successful artists are without doubt
consistent and distinctive, which according to <a href="http://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560" target="_blank">Professor Byron Sharp</a> is exactly
what advertising should be.</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></span></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Think of Hirst or Picasso - this list could be endless but
for brevity's sake I’ve picked two people who made a fuck load of cash whilst
alive.</span></span></span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">They are nothing if not instantly recognisable because they
are distinctive and consistent.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhysvL2VjkjXXfKwyBIAHlRm18P0-Js5jI3ni1J25lZY3mv2YlUYDPGNENV52PU4zIYeuhI6r5QePRVOQZhH05LDBCT3gvy2pR3oVsz0WeePWAJf6wTSMjJHszh4wdgtxUG10L-tGYQhF14/s1600/blog.jpg" imageanchor="1" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhysvL2VjkjXXfKwyBIAHlRm18P0-Js5jI3ni1J25lZY3mv2YlUYDPGNENV52PU4zIYeuhI6r5QePRVOQZhH05LDBCT3gvy2pR3oVsz0WeePWAJf6wTSMjJHszh4wdgtxUG10L-tGYQhF14/s1600/blog.jpg" height="318" width="640" /></a></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Maintaining a consistent and distinctive [brand] world is SO
difficult for a group of people to do that we need all sorts of tools (onions, guidelines, archetypes, keys, pyramids…) to do it and even then it still goes wrong
sometimes.</span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">The fact that it is so difficult even to maintain something as
a group should be an indicator of how impossible it is to create something great.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Because a group of people can not have one <i>‘inner vision
without which mere competence is nothing'.</i><o:p></o:p></span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">What do you think? Give me a shout @LucianTrestler</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">P.S. If you liked the post and fancy giving it a shout out on twitter you'll make my day!</span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-65145748181873484272014-08-13T10:58:00.000+01:002014-08-28T09:58:21.159+01:003 Pieces Of Wisdom Everyone In Advertising Should Know<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiebQNDvp-PW5sNTrDFqVpc1SIwW9er7BhVy9hIdP4ymVfQLVU-wzDfHgvOVLL9rZe9Z_xczcPEmp_A77CQeOnUzh2JIHBlx3XCI60dJmBiMGSOHanFBSc-ZLSvgLPzCXgHJivE2E90aKQJ/s1600/bernbach.jpg.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiebQNDvp-PW5sNTrDFqVpc1SIwW9er7BhVy9hIdP4ymVfQLVU-wzDfHgvOVLL9rZe9Z_xczcPEmp_A77CQeOnUzh2JIHBlx3XCI60dJmBiMGSOHanFBSc-ZLSvgLPzCXgHJivE2E90aKQJ/s1600/bernbach.jpg.png" height="288" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It’s SO easy to get carried away by how fast the world is
changing, to think that TV advertising is dead, or that the power is now in the
hands of the consumer or that the consumer wants to have a conversation… the
list goes on. The important part is not spotting trends but understanding what is
deep-rooted in human decision making that forms the basis for effective
communication.</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">I’m sure you've all read it but if not Daniel Kahneman’s
</span><a href="http://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman/dp/0141033576/ref=sr_1_1?s=books&ie=UTF8&qid=1407922895&sr=1-1&keywords=thinking+fast+and+slow" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">Thinking Fast And Slow</a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> is a must read. Not just another opinion piece, Nobel Prize
winning work. And if you can't be arsed to read it but want a really brief synopsis, I wrote </span><a href="http://god-isinthedetail.blogspot.co.uk/2014/06/peugot-vs-lexus.html" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">this</a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">Talking
of effective communication, this piece of wisdom is brought to you by </span><span style="line-height: 16.866666793823242px;">Professor</span><span style="line-height: 115%;"> Byron
Sharp, author of </span><a href="http://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560/ref=sr_1_1?s=books&ie=UTF8&qid=1407923172&sr=1-1&keywords=how+brands+grow" style="line-height: 115%;" target="_blank">How Brands Grow</a><span style="line-height: 115%;">, to date perhaps the most rigorous scientific
analyses into this topic. Great, effective work must be unmistakably </span><span style="line-height: 16.866666793823242px;">recognizable</span><span style="line-height: 115%;">, and not just by the logo on the end card. I think one of the ad
industry's biggest crimes is the greed to do something totally new. We get
bored of work much faster than normal people and chase novelty over
consistency. The trick is to know how much you can change at a time. Philip
Barden’s </span><a href="http://www.amazon.co.uk/Decoded-Science-Behind-Why-Buy/dp/1118345606/ref=sr_1_2?s=books&ie=UTF8&qid=1407923203&sr=1-2&keywords=decoded" style="line-height: 115%;" target="_blank">Decoded</a><span style="line-height: 115%;"> gives a good steer on this.</span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"> <iframe allowfullscreen="" height="281" mozallowfullscreen="" src="//player.vimeo.com/video/98368484" webkitallowfullscreen="" width="500"></iframe></span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">No Fuckhead, you are not a storyteller. Ok so he’s not
talking about the ad industry directly but the old adage that we are all about
story telling can be not only self-aggrandizing</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> but also really unhelpful, especially in a
world where we need to make communications in 10 seconds. And if you are making
‘content’ then you need to start measuring yourself against things people
actually want to watch like Game Of Thrones. So here is a great ad that has fuck
all to do with telling a story, just a great piece of communication in 10 seconds. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"> <iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/5H8kqx9KwVc?list=PLthVVMUFqtLdlTQjVFwM3C07G-2Na20-G" width="560"></iframe></span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">What are your top bits of advertising wisdom? Give me a
shout @LucianTrestler</span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Hope that was helpful, if you thought so and fancy giving
the post a shout out on Twitter I’ll love you forever. Promise.</span></div>
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Lucian Trestlerhttp://www.blogger.com/profile/13828932738021576119noreply@blogger.com0tag:blogger.com,1999:blog-3473480766949913285.post-14287648408821237602014-06-16T12:31:00.001+01:002014-06-16T14:47:05.723+01:00Peugot Vs Lexus<iframe allowfullscreen="" frameborder="0" height="360" src="//www.youtube.com/embed/PBbARgeLiHE" width="646"></iframe><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This is advertising that fundamentally does not understand
the way that communications work because it does not understand how people
think.<o:p></o:p></span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I am sure that you have all read <a href="http://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman/dp/0141033576/ref=sr_1_1?s=books&ie=UTF8&qid=1402918049&sr=1-1&keywords=thinking+fast+and+slow" target="_blank">Daniel Kahneman’s Thinking Fast and Slow</a>, sadly whoever made this advert has not. <o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Kahneman’s work has shown that there are 2 systems for
thinking.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">‘<i>System 1 </i>operates automatically and quickly, with
little or no effort and no sense of voluntary control’<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/proxy/AVvXsEgFRrgeGQNHyagxvBlDmm7mGDIxvA6RMUgypnRoSJmquPzmSMOU5bOomZfyRIwf4DVvzHJ0lOQox2OdC8xEDupqYXc9qeAnuEPvTufetQVr4_XtS7fu_0rIJQ0Q3oWQxQFJmQaaDm5Dr_w3jiXkJuHNkK2O6vAo5y6Bxxtiq3YzXw=" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="http://alexvermeer.com/wp-content/uploads/surprised-kahneman.gif" /></a><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It is how you immediately know that the woman to the right is angry.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">‘<i>System 2</i>
allocates attention to the mental activities that demand it, including complex
computations. The operations of System 2 are often associated with the
subjective experience of agency, choice, and concentration’<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Experience System 2 by trying to solve the following: 17 x
24 =<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">‘System 1 and 2 are both active when we are awake. System 1
runs automatically and System 2 is normally in a comfortable low-effort mode,
in which only a fraction of its capacity are engaged’<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Since we are using System 1 the vast majority of the time,
the vast majority of advertising does not work by attempting to engage System 2 and rationally
persuade people into buying something.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This is advertising that has been made for System 2, it assumes
that we will choose to pay a lot of attention to it in a concerted and
deliberate effort to understand why these product developments have made the
car better. It believes that we will then translate that rational belief into an
emotional one and associate this car with excitement.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Do me a fucking favour.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you want me to feel like driving your car feels like
wingsuit flying / extreme kayaking etc… do not explain in excruciatingly boring
detail how a list of engineering developments have made your product better.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The end line ‘Feel the difference?’ is laughably ironic.<o:p></o:p></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">On the other hand here is some advertising that has been made
for System 1.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Feel the difference?</span><o:p></o:p></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Source:</b> Daniel Kahneman, <i>Thinking Fast and Slow</i>, 2011</span></div>
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