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Everybody loves buying a knick-knack, drilling a hole or wielding a tool in the garden.
After last week's post on IKEA creative was well received, I've stuck with the home improvement theme and rounded up 10 marketing campaigns from Lowe's.
As a married man only a month resident in my first owned home, IKEA is a big part of my life.
The brand is frequently cited as a master of branding, marketing and advertising.
So, here are 10 examples of fantastic marketing creative from IKEA.
Mediacom has teamed up with Realeyes, the latest company to offer so-called 'emotional analytics'.
But, with the advertising landscape so chock-full of tech at the moment (even on the creative side - see CMPs and DCOs), do agencies and advertisers really need to be pointing web cams at people's faces to know if a video ad is good or not?
Here are, to my mind, some pros and cons of this new technology.
At Econsultancy's recent Creative Programmatic conference, I was struck by a healthy scepticism towards some areas of personalization.
Then this morning I read a beautifully concise post from the Ad Contrarian.
I'll quote from both the conference and the blog post and you can make up you're own mind as to the dangers posed by personalization to the art of advertising.
I was struck by the news that Adam & Eve/DDB has dropped 'digital' from its job titles.
Firstly, what a perfect piece of PR. But there's more to it than that; the agency is an early mover in the next stage of an ideological regression that has been happening for a while now.
There's a backlash against technology, against third-party solutions, corrupt ad models, poor creative and even content marketing.
Agencies want to get back to 'the work'.
Most companies would agree that every employee has to be able to tell the company’s story and that employees share the responsibility to think creatively about how the company can become better.
But many of those same companies also misunderstand creativity. They see working with creatives as a confusing challenge or even worse, a necessary evil.
A look at the most interesting, captivating and successful ad campaigns that straddled the latter half of 2014 and the front half of 2015.
Normally something like this is reserved for the traditional year-end lists, however the period between June 2014 and this month is the eligibility period of The Masters of Marketing awards, so I thought this was a good enough excuse to buck with tradition.
Jack Daniel’s is a universally recognised brand, but often for different reasons. Most of its marketing focuses deeply on heritage and tradition.
A down-home, deep fried sense of warm hospitality that permeates its ads and copy like a gentle waft of charcoal.
It’s also permeated by images of Lemmy pouring it on his cornflakes after a night on the Sunset Strip.
Combining these two perceptions is no easy task, but JD’s new ‘Bar Stories’ campaign manages it with aplomb.
Airbnb rebranded earlier this summer and it was pretty hard to miss, at one point generating enough hundreds of thousands of tweets to top the global trends (partly due to its similarity to an existing company logo).
Recently I listened to some of the guys from DesignStudio, the agency behind the rebrand, talking about the joys and stresses of such a monumental project.
I thought I'd share some tidbits from their presentation and discuss what a brand and a logo means, as well as how one should go about changing it. I'll be concentrating on the creative side of the brief, as opposed to equally important considerations for those in the same boat, such as SEO (if you're picking a new name or slogan) etc.
So, what did a creative rebrand of Airbnb entail?
For more creative and branding stories, check out the Festival of Marketing, November 12-13th in London.
Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.
A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.
I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.
We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.
In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.
Agile email creative means creating and curating email content not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This agile creative allows the marketer to change pictures in an email depending on time of opening, location of opening (via IP address), weather in that particular area, or the device the email has been opened on.
Movable Ink is a company currently providing this technology as part of its email build and insights platform, a layer that sits on top of a company's email service provider. I spoke to Matt Potter, VP UK and EMEA, to get some more detail on agile email creative.
What can be done with this technology and in which sectors might it prove particularly useful?
Emails, from one to the next you either love them or hate them. Bad ones are deleted and I even enter the bin and 'delete forever' if I think a particular example is karmically altering my inbox.
In the past I've written about some things I like to see in emails. I've been on the look-out again and here you'll find six companies (B2B and B2C) that sent me emails deserving of mention for their creative strategies.
Design and copywriting are hard to teach, I'm certainly not somebody that sees natural order in things. See what you think of these examples and feel free to tell me if you would have deleted them in an instant.