Digital vs Traditional: what works best for you? December 16, 2016Posted by nicholas gill in advertising, digital, digital advertising, Team Eleven, thought leadership, Uncategorized.
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Latest thought piece in Marketing Business Forum on digital and traditional marketing.
Print circulation numbers are down. On-demand and streaming services – sans un-skippable ads – are on the up. So what’s a marketer to do? Ditch the dinosaur channels and throw the entire budget at Larry, Sergey, Zuck and their contemporaries? Targeting, re-targeting and the ‘viral’ promise are all reasons to believe digital and social now reign supreme for the modern marketer, but in this we neglect to acknowledge the in real life (IRL) experiences and halting moments that also drive word of mouth and brand consideration – online or otherwise. So before you do throw everything at the digital plan, please ponder the following…
Magic in the mundane
If you haven’t heard the term ‘mindfulness’ this year then you’ve probably been living underneath the proverbial rock (and who would blame you in these turbulent times). It’s a reaction to our age of hedonism and the breakneck speed at which we’ve been living our lives, and like most trends, this desire to slow down and simplify is being reflected in publishing and advertising. In April this year, Ronseal decided to take a risk with a live TV spot which offered Channel 4’s Gogglebox audience three minutes of the unthinkable – watching actual fence paint dry. It was an inspired and effective product demonstration that earned them a trending spot on social media.
Stop the press
The digital evolution of the print industry is representative of the consumer’s move to more accessible, tailored and instant news without the barrage of irrelevant print ads. Despite the declining print figures, some brands still have the foresight to take advantage of reactive placements in bulk circulations, which often hit a captive, educated audience of commuters who will be reading cover to cover. Norwegian struck an extremely timely note in September this year following the news of Brad and Angelina’s break up, with a stark but cuttingly comic ad promoting their LA price promotion. The result: a viral campaign that puts it firmly in the hall of fame with Oreo’s ‘dunk in the dark’.
The great outdoors
Out-of-home and experiential marketing are truly challenging media. Bus wraps are hardly remarkable and being chased by a sampler at Waterloo while you try to catch your train isn’t entirely conducive to positive brand perception. The Economist challenges that notion. The publisher is infamous for its minimalist and innovative OOH creative, but it turned its hand to an unsettling on-the-ground activation in 2015 which was rebooted in the US this year. ‘High-protein’ is the new “on trend” claim for the food industry, and The Economists’ ice cream samplers achieved theirs by adding insects, the new proposed solution for the global food crisis which it covered in a ‘future of food’ feature. The campaign generated significant online press coverage and was branded ‘eye-catching genius’ by Business Insider.
The learning? Search for new value in formats that have become hackneyed and contrived. Opportunities to reach a cynical populace using these traditional methods still remain and can be extremely successful for the creative and confident marketer. Whether you’re aiming for ‘disrupt’ ‘be bold’ or ‘surprise and delight’ don’t miss the simple proposition with cut-through messaging that’s right in front of you.
can american apparel recover from bankruptcy? October 7, 2015Posted by nicholas gill in advertising, thought leadership.
Tags: advertising, american apparel, bankruptcy, the drum, thought leadership
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Article I penned in The Drum on how American Apparel can recover from bankruptcy following lurid accusations in the boardroom, porn as advertising and poor performance at the tills.
Recovering from bankruptcy is the easy part.
There have been plenty of resurrection stories down the years with some big names surviving because of their importance to the national economy – American Airlines, General Motors.
Or those brands that survive and learn from it, coming back stronger and better with a renewed energy, work ethic and a revitalised core that is true to the brand, business and customer – Chrysler, Jeep, Aston Martin (several times now).
Then there are are brands that have come back from a seemingly never-ending downward spiral in results because of smart leadership changes, strategy changes, product changes and a deep-rooted love of the brand in the public – look at Marks & Spencer.
And then there is American Apparel. A brand whose founder has been dogged with allegations and whose advertising went beyond provocative into the lurid, disturbing murky waters of overt sexualisation and pretty much porn as advertising. The decisive change was not the filing for bankruptcy this week, it was the removal of the controversial CEO Dov Charney last year.
Sales are down, shops are closing. American Apparel made some bad choices. A lot of bad choices. Not least of which was Charney turning up to a meeting allegedly wearing nothing but a strategically placed sock. I don’t believe that was in Dale Carnegie’s playbook on ‘How to Win Friends and Influence People’.
Yet the brand allure remains strong. The crazy guy at the top did some incredible things like making sure every garment was produced inside America to truly live up to the brand name. And he did this by making sure the largely Latino workforce was well paid and well looked after. For a brand that essentially made average underwear and t-shirts, it created its own myth, fuelled by provocative porn-a-like advertising that shocked in a world we thought was largely unshockable. Ads that looked more like the edgier editorial of high-end fashion magazines played out in RHS full exposure.
This worked to cut through, but lost its edge when people realised they were paying over the odds for some average undergarments. It was undone, not by cheaper brands, but by brands that people wanted to associate with. Brands like Hollister with its sunshine California sheen with beautiful people became more culturally and socially acceptable. And better quality. And it’s not cheap either.
So how can American Apparel truly recover?
As much as possible it needs to keep the ongoing lawsuits separate to the ongoing concern that is the business and the brand. It needs to reconnect the American values, ethic, sense of doing things differently and free spirit that ignited the company in the first place, and one that continues to have consumer resonance globally. It needs a retail experience overview as it looks tired, dated and less enticing than brands like Primark.
Lastly, it needs to find the people who can mainline into the fashion industry trends and be part of the ‘must have’ list again. Preferably they will know how to wear their socks correctly.
i blame the gorilla July 30, 2015Posted by nicholas gill in advertising, thought leadership.
Tags: 80s music, advertising, drum, thought leadership
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The Independent ran an article highlighting the number of ads that featured music from the 80s. The Drum asked me to write a response to it. I blamed the gorilla.
You can say it’s all about fashion and trends and everything comes around again. And again. But I blame the gorilla.
It’s his fault. Sitting behind the drum kit waiting patiently until erupting with madness and glee and yes, ‘joy’, to thrash them to death alongside Phil Collins’ In The Air Tonight’.
It’s his fault. He answered the one line brief,’show me how I feel when I eat Cadbury’s chocolate’ by resorting to an iconic 80s music track and going batshit mental on the drums.
The 80s: big hair, big shoulder pads, big news, big everything. Especially big ‘choons’. And now the people who grew up in the 80s with their knowing ‘Frankie Says’ t-shirts and Phil Oakey side-flange partings implanted deep in their hearts have grown up.
They are now in the bullseye of the mainstream brands. Still watching vast swathes of telly and still swayed by big telly ads and wondering WTF emojis are. Still knowing someone could have picked them out and shook them up when they were working in a cocktail bar and turned them into someone new.
If you’re a 40-something to 50-something, you will have witnessed a fair bit of familiarity in advertising of late. A bit of Europe here, a surprise airing of Fleetwood Mac there. All dropped into drive familiarity and layer the emotional element to the advertising to get you to notice, to consider. To strike at the heart of your wallet via your retro fluorescent ear canal.
With this in mind, it’s no surprise that 80s music was the most popular choice among all brand advertising in 2014. Queen adding little riffs of fun to Tesco Christmas spots. Fleetwood Mac helping a Shetland Pony moonwalk for Three. What surprised everyone was Bonnie Tyler topping the charts. But it was epic. So it makes your brand epic. And you’re epic if you buy our brand. Epic.
Some are wonderful and actually make sense. Others just use the track like audio attention grabbing ‘Like a Virgin’ era Madonnas because Queen selling sofas to the tune of ‘Someobody to Love’ is just really selling out isn’t it? They were a band that famously refused Stallone rights to use ‘Another One Bites The Dust’ in Rocky III forcing them to find their own anthem in Survivor’s ‘Eye of the Tiger’. And they’re now happy for their back catalogue to be used to flog sofas. Bloody gorilla’s fault.
And then we have the re-imagining. The John Lewis ‘make ‘em cry to make ‘em buy’ approach. A soft, tinkly-tinkly re-imagined, slowed down version of a well-known classic that acts as an ear worm and makes its way silently into your heart. Alongside penguins, bears and gorillas.
Music is a hugely important part of advertising and any film based content. Music can make or break an ad. The rhythm, cadence and the power tell their own story but magic can happen when the story, the music and the lyrics work hand in hand. An edit suite is often a painful torture chamber in the creative process and equally a pleasuredome when things go right.
But is the rise of 80s music in ads also because modern music is incomprehensible to anyone over the age of 30? Where new music is dictated by the Radio 1 playlist which deems La Roux and Lily Allen over the hill and therefore primetime picking for middle-aged, middle-class department store advertising tales?
The brands mentioned above largely appeal to that demographic so going for familiarity over a new artist is a much safer bet. And in a corporate environment where the average chief marketing tenure is under two years, safety and immediate impact is the order of the day.
Unless you’re going to go big and buy yourself instant stardust with Ed Sheeran or Taylor Swift (how many times have you seen ‘Shake It Off’ in a creative WIP this last year?), then it’s time to break out the shuttlecocks in your shorts, re-live who shot J.R. and dust off your 12” of ABC. Because then success will be so easy for you but don’t forget it’s the gorilla who put you where you are now and he can put you back down too.
Nicholas Gill is planning director at Doner UK
This article also featured in the Global Doner D\Construct thought leadership series.
is outdoor advertising ‘visual pollution’? July 17, 2015Posted by nicholas gill in advertising, BBC, OOH, outdoor, thought leadership.
Tags: thought leadership bbc OOH outdoor visual pollution advertising doner nicholas gill
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I got to represent the advertising industry (I know, really) in a small BBC World Service radio show called Business Daily that went out to a small audience of 1.3m people globally on 2nd June. After a quick line at the start, I come in at c. 12 mins. Here’s the synopsis:
Do ubiquitous advertising like billboards, posters and banner ads lead to mental overload? American author Matthew Crawford discusses whether the constant distraction of ever-present commercials leads to ‘mental fragmentation’.
Daniel Gallas reports from Sao Paulo in Brazil on the city’s decision to ban ‘visual pollution’, including all outdoor advertising, a decade ago.
And, Ed Butler hears from Nick Gill, planning director at advertising agency Doner, and why he thinks outdoor advertising is part of the lore of a big city.
You can also Listen to the MP3 here.
what it’s like to work in the creative industry July 24, 2013Posted by nicholas gill in advertising, Inspiration.
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A short documentary on what it’s like to work in the creative industry when your craft becomes your profession. Even though I’m not a “creative”, I can relate to these feelings and scenarios.
my favourite londoner – new work May 29, 2012Posted by nicholas gill in advertising, Client, Doner, Fuller's, James May, London Pride.
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Blatant work plug. Here’s our new work for Fuller’s London Pride, again featuring the marvellous James May. The campaign celebrates the provenance of the brewery and the pint, especially important when the world’s eyes will be on London this Summer. The work is featured on the Marketing Society blog and also on Haystack and you can see it pretty much all across London this Summer. Cheers!
brands need to take the risk while embracing technology November 14, 2011Posted by nicholas gill in advertising, analytics, brand experience, data, digital, integration, mobile, Technology Digital.
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Article in Technology Digital by me on why brands need to blend with other channels of interaction to create a bigger impact among their audiences.
Image also from Technology Digital