Wednesday, May 06, 2009

You've Got To Have A Philosophy. Fallon's Is Generosity, Apparently.

A geezer called John King, "director of brand innovation" for Fallon, reckons that "brands have evolved past the baseline of trust and awareness; now they must learn how to give."

If you want to read the whole schtick, it's in this article, for AdAge.

I couldn't make it right to the end, due to the fact that my attention-span is shot to shit nowadays, but I did like this bit:

A planner friend of mine had this great line about a year ago: "I'm so over messages," she said. Aren't we all; aren't we all.

26 comments:

Bodecker said...

I bought a secondhand car recently. The guy selling it to me was really well up on this new 'generosity' style of brand promotion.
We'd been haggling about the price for about five minutes and then he said that if I was willing to give him the money he was asking for, then he would be very 'generous' and give me his car for nothing.
It was a sales technique I'd never heard of before but it did the trick as I couldn't give him the cash fast enough.

Driving home (in my new car) I couldn't help but wonder if some advertising agency might adopt this new approach in the near future. It's a great way of being ever so polite without using vulgarities like "selling".

Anonymous said...

Um. Isn't this a rather old revelation now?

John said...

Why do planners always have THAT tone of voice. You know the one - the one that sounds like a posh middle-age lady describing an abstract painting she made at a WI art class. Not surprised you could'nt finish it Scamp.

Our job is simply to make advertising that feels less shit, nasty, cynical and invasive
than it inherently is. Being "generous" is a great way of doing that.

Can brands hold doors open for ladies, and give up their seats for the elderly, too?

Rob Birse said...

Isn't it curious the way some people take the time to write about ideas that have been circulating for a while. I wonder if Mr King will end up being credited with 'pioneering' this approach.

I agree totally with ideas that Brands need to give more but wonder if real giving should start with their environmental, employment and production philosophies rather than consumer bribery.

Besides, what's so generous about making an add that people actually want to watch?!?!?

Anonymous said...

my agency has been talking about this exact trend for about 5 years - exactly the same terminology and everything.

Chalky said...

I would never take anything seriously written by a man whose job title is "Director of Brand Innovation". You just know it's going to sound like a media studies dissertation and taking stuff like that seriously is how things like the Duff(y) Diet Coke 'Hello You' ad get to be on our screens.

John said...

To be fair to Mr. King, he's just doing his job isn't he? Stating the bloody obvious in the most pretentious and protracted terms he can.

Why the fuck this is in AdAge though and not "Client-Side Jargon Monthly" or something, I dunno. Preaching to the choir etc.

dustmote said...

If a brand opened a door for me or sung me a fucking song I'd want to kick it in the fucking teeth. This kind of thing makes me feel physically sick. Brands are universally a bunch of nasty shits after my money. Don't try to make me believe otherwise.

Gordon Comstock said...

Did you read this?

"If the microsite isn't dead, it just drove away on a crotch rocket wearing a windbreaker and no helmet."

What a tit.

Anonymous said...

He's from Fallon in Minneapolis I believe and they have been very generous in giving their business away to other agencies over the last few years. So I guess they are walking the walk

NewB said...

Hasn't this been the focus of that now not-so-new concept of Web 2.0

The basics of it being that you shouldn't just give consumers your hard sell site but should take into consideration what they want and offer them more to immerse themselves in. That's the concept which makes Facebook a huge money generator.

Wikipedia: "Web 2.0 websites allow users to do more than just retrieve information. They can build on the interactive facilities of "Web 1.0"...that encourages users to add value to the application as they use it."

Anonymous said...

If a brand offers to open a door for me I'll grab it by the hair, hold it in the open door and slam the door shut on it repeatedly until it says it's sorry for taking me for a moron.

Anonymous said...

I'm pissed off...

I'm freelancing and haven't been paid for 8 weeks. It's a new personal best.

Can anyone beat that?

L

Anonymous said...

Hah! I did three months you fucking amateur.

Anonymous said...

Re: 3:29 PM

Were you desperate enough to freelance at Iris?

I have loads of mates still waiting to be paid by them.

Anonymous said...

To anonymous freelancers:

Why not do what i did once (and only once mind) to someone who repeatedly messed me around on payment, and email everyone you know in their agency asking them to name and shame the person responsible for payment because they're making everyone else who works hard look like a bunch of fucking amateurs.

I got 10 replies in 5 mins saying "it's X! X is the one! It's their fault!" and a cheque the very next day!

Anonymous said...

hahaha. 3:29 here.

And yes I am an amateur.

I'm about to call them for the 5th time today to try and get an answer.

And no it's not Iris.

Anonymous said...

iris took about 3 months to pay me a year ago.see nothings changed

Anonymous said...

3:29 here.

Apparently the cheque will be in the post tomorrow.

Anonymous said...

Did they also say they wouldn't come in your mouth?

mm said...

adage were pretty generous giving that k-nob so much space for it be simply filled with excrement.

A fuckin tree got cut down for that. What a waste.

Bentos said...

NewB, is Facebook a huge money generator? I had the impression that 'monetizing' FB was proving a bit of a struggle to be honest.

Anonymous said...

Agree with the posters who said this is old news. The idea that brands have to "add value" has been around for a while. So what's the freshest insight now then?

]-[appy Thought said...

@ John

I think "be less shit" would be a great mantra for an agency

robert said...

Well I'd really love to see a big brand walk the walk. Now that would make us all really stop, look and listen.

Anonymous said...

It's so sad what has happened to Fallon MPLS. Thankfully they at least fired Al Kelly.