Account Manager for DDB, Olivier Massanella has +6 years experience working with brands to identify the intersection between the brand’s core truth and the brand’s market environment. Continue reading “150. Olivier Massanella on Brand/Product Truths & Unique Selling Propositions”
Account Manager for CBA, Igor du Besset has +3 years experience working with brands to ensure consumers interact positively with their brand at all the different consumer touchpoints. Continue reading “69. Igor du Besset on Brand Activation, Strategic Planning as a Foundation & ‘Nothing Is Sacred’”
Business Director of Brand Activation and Digital for Cb’a, Damien Sterbecq has 20+ years experience helping brands succeed in product packaging, retail and digital: the three main consumer touch points. Continue reading “67. Damien Sterbecq on Strategic Planning & The Collision Between Uber and The Parisian Taxis”
Data Miner for Ogilvy Paris, Samantha Bilodeau has +10 years experience analyzing data and helping brands discover their consumers on a deeper level. Continue reading “63. Samantha Bilodeau on Data Mining Techniques & How To Predict Consumer Behavior”
Copywriter for JWT, Eric Auvinet has +15 years experience mastermining the ideas and copy behind advertising campaigns. Continue reading “62. Eric Auvinet on Visual vs Text-based Ads, The ‘Perfect’ Woman & Consumer Testing”
Creative Art Director for CB’a, Emmanuel Lorry has +6 years’ experience helping brands create advertising, product design, and brand activation campaigns. Continue reading “60. Emmanuel Lorry on Brand Risk, Photoshop Limitations & Unscrupulous ‘Web Designers’”
With a small army of 30,000 followers and growing, Sophie Andresen, the Owner and curator of Neuromaencer has +4 years experience collaborating with up-and-coming artists to create an online science fiction world for creatives and aficionados. Continue reading “54. Sophie Andresen, Curator of Neuromaencer”
Freelance Art Director, Julien Hérrison has +7 years experience helping brands portray their unique selling proposition and distinguish themselves from their competitors. Continue reading “53. Julien Hérisson, Freelance Artistic Director”
Art Director for Y&R and author of ‘C’est Qui les Créas?,’ Gregory Ferembach has +6 years experience helping clients find the right idea to make advertising, print, digital and/or advertising campaigns. Continue reading “51. Gregory Ferembach, Art Director”
Fixating on the idea that the ONLY solution your brand needs is a viral video can cause you to miss out on even greater opportunities that might be readily available to you that you just can’t yet see.
You have two kinds of trends – Classic trends and Prospective trends:
Observing everyday people in the street, talking with the younger generations, and surfing Youtube are perfect for identifying classic trends.
But if you’re looking for prospective trends, Youtube isn’t the right process because once you go to Youtube it’s already too late; you have to look elsewhere.
Most of the time prospective trends are in technology and, I know it sounds kind of crazy, but I think prospective can also be found in science fiction books.
E-reputation dictates that if a person discovers and shares something interesting, then that person feels like a god on the internet.
Further, if that person’s social network likes what that person shared, it’s social proof and means that that person has good taste and is somebody who finds and identifies interesting things, which means that that person will receive more followers.
As you progress in the advertising industry, you do more strategic work, so you really have to understand how a brand works and how society works, and which levers you have to pull to get people to understand your brands message.
One reason people share videos is because they already know and like the brand, and therefore have a natural proclivity towards sharing what they like.
Most of the time, within the first few video frames they’ve already decided whether or not they will share your video.
You really need to provoke an emotional response very quickly.
As a small start-up, identify your niche community, and identify things and ideas that your niche community all have in common.
Then work on permeating your brand and logo into their everyday life by attaching them to something in their everyday life and communicating around it.
Being useful to people is a great door opener.
Art Director for Y&R, Akim Zerouali has +25 years experience interpreting briefs and coming up with advertising and branding solutions for clients. Continue reading “48. Akim Zerouali, Art Director for Y&R”
Advertising of yesteryear favored people with literary backgrounds. Literary is still important, but so is philosophy and psychology – being able to understand how people think and rationalize.
Advertising agencies are trend searchers, and we have to understand before everyone else which trends are going to exist tomorrow and use them to make sure that once a trend is born a brand can use them to communicate with their consumers.
Learn from your mistakes, adapt, and move on.
You’ll find that your followers and consumers will be more lenient with you than you realize.
You might even find that what you thought was a mistake, and what statistics told you was a mistake, turns out to be a huge success!
There are no rules!