Who Reads Scamp?

I thought it might be fun to give Scamp readers an idea of what other Scamp readers are like.

So I asked the winners of the photography competition to tell us a bit about themselves and what they're into, and hopefully point us in the direction of some interesting stuff.

The contest winner was English Tim, an Art Director working in London. His prize was a glossy book (I got sent two copies by mistake), called 'Guerrilla Advertising' by Gavin Lucas & Michael Dorrian.

Tim's 3 Favourite Ads are Kia-Ora, Flat Eric, and this one for X-Box 360.

His 3 Favourite Websites are: ffffound, Vector Park and Be Kind Rewind.

In second place was Stefan Hawes, from Vancouver. His prize was a set of postcards by LA-based artists Kozyndan, the ones who may or may not have inspired the Sony 'Bunnies' ad.

"I'm an account guy by trade," says Stefan. "Sorry about that. I spent about 11 years with DDB Vancouver and Tribal DDB San Francisco. In mid-'06 I went client-side to run marketing for an online retailer. And since last December I've been doing freelance work and trying to find a new agency gig, to no avail so far. Vancouver is a bit of a secondary market unfortunately."

Stefan's three favourite websites (in addition to his own periodically updated blog are his iGoogle page, where he tracks "a few dozen" blogs; Rotten Tomatoes - "I love movies but I hate wasting my time. Very helpful"; and Tag Galaxy- "New and not particularly useful, but it blows me away."

His 3 favourite 'ads' are Goodby's Get the Glass game for Milk ("This showed how well online work could really be done. It elevates the medium"); Diamond Shreddies - last year's campaign from O&M Canada. "Insanely simple but a great idea very well executed"; and finally, any late '80s Nike - "I'm a North American child of the '80s. This is the reason why I got into advertising in the first place. This is where I learned about the emotional impact that advertising could have. And this is where I learned that the business didn't just sell stuff, it creates culture and has an impact on society."

The last three books he read were: God Is Not Great - Christopher Hitchens; The Game - Ken Dryden; and The Omnivore's Dilemma - Michael Pollan.

In third place was Dave Bradbury, another Art Director in London. His prize was a set of James Bond '50th anniversary of Dr No' stamps (again, I was lucky enough to have been sent two sets).

Dave says: "trying to work out my top 3 ads ever is a tricky one, and I reckon if you asked me again next week I’d say something different", but when pushed he picks Levi’s ‘Swimmer’ - "The best of an incredible bunch"; Pretty much any Nike poster from the early 90’s Simons Palmer era, e.g. “Ever Heard the Algerian National Anthem? You Will”; and a 'live' activity from a few years ago - "A guy in a wheelchair waits at a set of traffic lights, if a driver pulled up and wasn’t wearing a seatbelt then the wheelchair guy went over and tapped on their window. He’d then hand them a leaflet saying something like 'I didn’t wear a seatbelt either.' Kind of effective."

His 3 favourite websites are Flickr; the Vice magazine blog – "good for staying down with the kids, and new stuff"; and Thaksin Sceptic – "a useful and informative place for the disenfranchised Man City supporter."

The book he recommends is British Prints From The Machine Age – Rhythms of Modern Life 1914–1939 by Clifford S. Ackley. "Sounds a bit full-on but it’s a fantastic book of Lino cuts and prints."

And what about the rest of you? Any recommends?

Goodbye Lenny

So Steve Henry was fired from TBWA yesterday.

His agency Howell Henry was the Agency Of The '90s. Was that the problem - that his mojo was last seen in the '90s? Or did he still have the goods, and just got unjustly treated? If you work there, tell the rest of us.

And - this question to anyone - who should replace him?

Tuesday Tip No.55 - How To Negotiate Your Salary

I've written previously on How To Get A Pay Rise, which was about what you have to do to earn one. Today's advice is about how you actually negotiate it.

Most of this I've culled from the 2008 Global Planning Survey, in which they did a clever thing - they asked bosses for tips on what works.

Here are the best 10:

1. Consider the total package. Think about where the job is going. The holiday allowance. The other benefits.

2. Get everything in writing.

3. Don't come off as entitled and push too hard for big salaries when you are junior.

4. For your first job, take what you can get.

5. Sadly, you have to jump around to make more money.

6. Women need to be stronger and firmer, and ask for what they want even if it feels uncomfortable.

7. Never tell your current salary. You deserve what your skills and talent pull in that market, not what looks better next to your old salary.

8. Negotiate hard. There are big disparities between people at the same level, simply because some played hardball when they got hired and some did not.

9. Don't keep going back and forth. The boss's second offer is his best offer. After that he just gets pissed off.

10. Never put out the first number.

Let me know if this sounds right, from negotiations you've been involved with.


Previous Tips:

How To Use Social Media; How To Get The Best Out Of Directors; Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Turn A Placement Into A Job (Ed Morris view); How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish

Raindrops Keep Falling On My Head And I'm Getting Sick Of It

You often hear Creatives talk about one particular solution... Australia.

A friend of mine at BBH has recently taken a job there.

But is it a good idea?

The rumour is that you're trading better weather for worse work. Is that true? Does it matter?

Do you work in Australia, or have you worked there? If so, please give the rest of us the facts.

Do You Earn More Than A Planner?

I've just received a copy of 'The Account Planning Survey' - a global survey of who Planners are, how happy they are, and on this page - what they earn.

There's no such thing for Creatives, as far as I'm aware. So we'll have to do it manually. Could you just write in the comments below whether you are earning more than an equally-experienced Planner?

The New Orange Ad

Is out. It's good, but is it better than this?

Yet Another Example Of My Least Favourite Endline

It's not art. It's chocolate.

Almost no one cares about endlines. But this 'art of' one really winds me up.

Feel free to post endlines that you despise, in the comments. I find it helps.


Previous 'Art Of's:

The Art Of Self-Expression
The Art Of Refrigeration

Tuesday Tip No.54 - How To Use Social Media

Today's tip is guest-written by Alan Wolk, a U.S. creative director and social media consultant. Alan also runs an insightful blog called The Toad Stool, where he coined the increasingly well-known mantra Your Brand Is Not My Friend.


How To Use Social Media, by Alan Wolk

Social Media is a broad term, and it’s often thrown at any and all online marketing vehicles that don’t fall into the banner ad category.

So let’s start with a brief definition: social media is anything that lets you share information with other people. That means it is everything from sites like Facebook and MySpace to message boards to blogs to widgets and videos and whatnot that you are able to share with your friends—if you find it worth sharing. You, the consumer, get to decide that. Not me, the advertiser. Big difference.

So now that we’ve got that out of the way, here’s how to make the most of it:

1. LISTEN. Want to know what people really think of your product? Google it. Chances are you’ll find hundreds of posts and links and comments from people who’ve used your product. Both experts and amateurs. Your goal is to parse through these and see if there’s any common theme. So if an overwhelming majority of comments focus on how the handle always seems to break off right away, you know it’s not just a few angry old ladies. Similarly, if you see a majority of raves about how stylish the new red model is, you know you’ve got a winner on your hands. Use your research to find out things that are buzzworthy—things about your product that people are talking about on their own. That’s what you should be advertising.

2. ENGAGE. If there’s a problem, you’ve got to let people know you’re aware of it. Let them know that you hear them, that you’re working on it, and that you want to keep them as customers. Dell has done this quite successfully and has taken the brand from “Dell Hell” to a much better place.

You can engage them on blogs, via Twitter (Tweetscan is a great tool for monitoring Twitter) or via ads (if you’re honest in the ads and admit there was a problem, rather than trying to gloss over it.) This is a tough one for most clients because they’re not set up to deal with negativity nor do they have the proper people in place to respond to negative comments. You’ve got to be like the best stewardess you’ve ever seen: always smiling, always engaging, always trying to make the unhappy customer happy.

3. REMEMBER YOU’RE NOT THEIR FRIEND. As I’ve written ad intinitum (and ad nauseum) unless you are one of the dozen “Prom King” brands, no one is going to want to hang out with you online. They may use and like your product, but if it’s a reasonable bet that no one will (unironically) wear your logo on a t-shirt, then you are not a Prom King brand and you need to engage people as a salesperson, not a friend. In practical terms, that means that you’re not going to do the next Nike Plus site. (Nike and Apple being major Prom King brands.) But it doesn’t rule out something equally as cool or creative. It’s just that whatever you do has to work a little harder to please people.

4. FIND SOMETHING YOUR CONSUMERS MIGHT CONSIDER USEFUL. This is both easier and harder than you think. All you have to do is put yourself in the consumer’s shoes and think about what they’d be likely to think was cool and worth passing along to their friends. It can be anything from a video to a Facebook app to a downloadable PDF called “10 Packing Tips from Expert Travelers.” The main thing is, it has to provide value. Unfortunately, consumers are the ones who determine if it’s providing value. Not you. Not the D&AD judges. You can call a video “viral” all you want, but unless people pass it around, it’s just a video on YouTube.

5. KEEP YOUR COPY POINTS TO YOURSELF. The absolute worst mistake you can make in social media is to try and treat it like an ad. Which is sadly a knee-jerk reaction for a lot of marketers and agency types. The thing about social media is that it’s all about what the consumer wants to hear. Not about what you want to tell them. And what they want to hear is something about your product that will get them buzzed enough to tell somebody else. To wit: one of the most successful Facebook apps (with something like 7 MILLION installs) is TripAdvisor’s “Cities I’ve Visited.” Which, as the name implies, is a world map where you can mark off all the cities you’ve visited and share that information with your friends. There’s a TripAdvisor logo at the bottom, but that’s about it. No “TripAdvisor makes for better travel experiences by letting you review hotels before you go.” (Or worse.) No, all you take away is “Traveling is fun.” Which, if you’re TripAdvisor, the leading travel review website, is really all you need. The key with social media creative is to make your point gracefully and then get out of the way.

6. SOCIAL MEDIA IS FOREVER. In addition to things on the web being up there pretty much forever, social media campaigns don’t have the short shelf life of ad campaigns. You can’t start up a really active message board and then ignore it because the TV spot’s no longer running. People will be furious. Ditto an online video that sends you to a web site. Way too often the agency and client forget about the web site or worse, take it down. And you’ll literally have thousands of people watching it as much as a year later and all they’re seeing is a blank page or an error message, when a simple redirect would have done the trick. (This effect is known as “The Long Tail” and there’s a whole book about it that’s worth knowing about.)

7. YOU CAN’T FAKE IT. This is probably the single most important lesson. Authenticity is king. That means no fake blogs. No fake characters created solely for representing the demographic you’re targeting. No lying.

It also means you’ve got to use the actual social media vehicles. Get your butt onto Facebook and LinkedIn and Twitter. And you’ve got to use them correctly too. Twitter is about conversation. It’s not about setting up an account, adding a few people to your “People I’m Following” list and only tweeting links to articles about your agency while never actually responding to anyone who tries to engage you. The same way Facebook isn’t about setting up an account, accepting friend requests from a handful of people and never exploring what’s going on there.

Look, you may feel like an old fuddy-duddy at first. Or be confused as to why anyone would want to do this (which I think is most everyone’s first reaction to Twitter.) But the more you know, the more you are a part of what’s happening as opposed to merely an observer, the better you’ll be at figuring out ways to use it.

8. SOCIAL MEDIA DOES NOT EXIST IN A VACUUM. I mean it’s not like there’s some parallel universe where people only use Facebook. Those same people are watching your commercials on TV, reading them in their favorite magazines and hearing them on the radio. So there’s got to be some synergy between the various efforts. Some realization that even if clients and agencies silo ads according to media type, people don’t. So suggesting that a print ad actually reference a Facebook app you’ve created makes perfect sense. (To everyone but the people who have to figure out whose budget that cost is coming out of, but that’s not your problem.)

So that’s about it. The good news for agencies is that social media is about what consumers want to hear. And what consumers want to hear is rarely dull, dry, or overburdened with endless arcane copy points.

Previous Tips:

How To Get The Best Out Of Directors; Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Turn A Placement Into A Job (Ed Morris view); How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish

The Ad Blog Charts For Q2 2008

Here are the world's most popular ad blogs, as measured by traffic rankings from Alexa.

/tr>

Top 25 Ad Blogs		(world
		ranking)
1     (new)	Ads Of The World	6,059
2     (1)	AdRants	28,158
3     (2)	Duncan's TV Ad Land	41,589	↑
4     (4)	Adland	51,536
5     (7)	Coloribus	51,771	↑
6     (9)	Adverbox	60,028	↑
7     (3)	Advertising/Design Goodness	64,203
8     (6)	AdFreak	68,066	↑
9     (8)	Adverblog	72,059	↑
10   (5)	Bannerblog	82,162
11   (10)	Copyranter	96,527
12   (11)	Logic + Emotion	123,935
13   (12)	AdPulp	125,452	↑
14   (14)	ViralBlog	160,561	↑
15   (15)	Jaffe Juice	197,126	↑
16   (17)	Agency Spy	222,696
17   (18)	AdScam	245,264
18   (25)	Crackunit	271,857	↑
19   (re-)	Beyond Madison Avenue	327,353
20   (22)	Scamp	330,952	↑
21   (re-)	Make The Logo Bigger	338,957
22   (21)	BrandFlakes for Breakfast	339,083	↑
23   (19)	Experience Curve	339,779	↓
24   (23)	Behind The Buzz	352,886	↑
25   (new)	Only Dead Fish	384,334	↑

I thought long and hard before including Ads Of The World for the first time. You could argue it's more a commercial website than a blog. Then again, they do have a blog on there. The line between a blog and a website is getting blurry, since most commercial websites now host bloggers, and many blogs are now also commercial enterprises.

A simpler (because purely mathematical) decision was the well-deserved first appearance on the chart for Britain’s own Neil Perkin, whose sparky Only Dead Fish (swim with the water) blog has grown rapidly of late.

Top 10 UK Ad Blogs		(world
		ranking)
1   (4)	Crackunit	271,857	↑
2   (2)	Scamp	330,952	↑
3   (3)	Behind The Buzz	352,886	↑
4   (6)	Only Dead Fish	384,334	↑
5   (1)	Adliterate	425,549
6   (9)	Spinning Around	474,124	↑
7   (5)	Welcome To Optimism	521,737
8   (new)	Interactive Marketing Trends	641,815
9   (8)	David Reviews	659,956	↑
10 (7)	TV's Worst Adverts	722,608	↑

For those new to the chart, I might just re-cap how it’s calculated. The chart is based on rankings published by web metrics company Alexa, which solely measure visits by users who have the Alexa toolbar installed. As it’s mostly bloggers and techies who have that, the chart is somewhat biased towards blogs which are popular with other bloggers, or tech-heads.

Some people find the chart boring, others say it helps them discover new things. I tend towards the latter view, but there isn’t enough movement to justify doing it monthly so I am now doing the chart quarterly.

An ↑ means a blog's traffic has gone up by 25% or more in the last quarter, and a ↓ means it's gone down 25%.

UK means UK-based. Ad blog means ad blogs not marketing or PR blogs. Paul Colman is now a planner at W&K and doesn’t blog though he occasionally blog-sits. Russell Davies no longer blogs about advertising but is still unmissable reading. I'm only counting English language blogs.

If I've missed anyone out, please tell me and I'll put them in next time.

24 Hours With Scamp

I probably shouldn't put this up, but what the hell, I'm proud of it.

No post tomorrow, I'll be at Scowling A.D.'s wedding.

This Really Is The Last Cannes Post, I Promise.

Yes, I know Cannes is over. But sometimes the fall-out takes a few days to settle.

First of all, I got in touch with the team from DDB South Africa who won the Press Grand Prix (for Energizer batteries), which later proved to be based on the same idea as a Nickelodeon campaign.

Here is what their ECD Gareth Lessing had to say (best read in a South African accent):

Shit ya we ripped it off completely!!!

Not!!

It's always shit when there is something else out there and it's only brought to your attention after it has won anything. We are not the first guys it's happened to, and trust me we won't be the last.

Are there really those out there that rip work off? If so, sad, but there are probably more who acuse people of ripping than there are who actually do rip work off.

I would never enter a piece of work into Cannes if I knew it had been done. I'm always the one to say the shit words...."Hey that's been done" but I am not psychic and would never assume or accuse the team of ripping it off.

Yip i have seen the Nickelodeon stuff "NOW" because it's been shoved in my face.

All I can say is - hey, that website that shows duplicate work [Coloribus, Joe La Pompe] now has a new entry. Than again, maybe it's already there with a piece that was done even before it...

Out.

Props to Gareth, for having the cojones to come on here and make what I think is a pretty convincing defence.

Second of all, it seems this almost completely unbranded Thai 48-sheet for Alka-Seltzer, which was originally awarded a Silver, has been withdrawn from the competition.



Philip Thomas, the Cannes Lions CEO, told Campaign journalist Suzanne Bidlake that some entries are withdrawn at a late stage and that “it’s not for us to question why.” That's right. Don't bother policing your rules, or sanctioning those who break them.

Thirdly of all, and worstly of all, is a scandal surrounding this lovely ad, which won a Bronze in the film category. (It's been taken down from YouTube, if that last link doesn't work, try searching under 'speed dressing').



The Wall Street Journal reports that U.S. retailer J.C.Penney knew absolutely nothing about the ad, and is pissed off because its racey message is out of line with their values.

To me, this is a new low. There used to at least be some honour amongst scammers. You could pay to make an ad yourself, and you could pay for it to run (once) yourself, but you had to at least get the client's permission.

If that rule is gone, I might as well shoot someone with a cellphone up their a***, say "Is your mobile network screwing you?" stick a T-Mobile logo on it, and send it in for a Lion. Good chance, do you think?

UPDATE - AdRants hears that the J.C. Penney ad has been withdrawn from Cannes.

Tuesday Tip No.53 - How To Turn A Placement Into A Job, by Ed Morris

Ed Morris, ECD at Lowe, has written this excellent guide, which apparently is handed out to all teams starting on placement at his agency, and that I hope he won't mind me re-printing:

“If you are a placement team at Lowe you should do this…

Show me an idea at least every 12 hours (1 working day) without fail.

Make your presence felt. Out of sight out of mind. Out of mind, no job.

Fuck the system. No one in the agency should come between you and your future. Walk straight in. It doesn’t matter how good you are if I don’t get to find out how good you are.

Focus on the work. Don’t try and be my friend.

Work on briefs that you haven’t been given. Run your own show, don’t wait for someone to walk in and “take care of you”. Respect the traffic department, but remember thy work for you, you don’t work for them. Ask them for the briefs you want; tell me if you don’t get them.

Get under the skin of a product and a brief. Don’t show me work that the rest of the department might do. I don’t need people to do what we already can.

Don’t show it to me unless you like it or you think it’s good. That’s how I find out if you’re good.

You’re not here to solve a brief. You’re here to be brilliant.

If you don’t feel you can demonstrate your capabilities with the briefs we have, do it another way. Show me any idea for any brand on any problem.

Don’t join the club, there isn’t one. You’re not here to make a load of friends and get to know the local pubs. You’re unemployed, remember that. And, if you are any good you should be trying to make the rest of us look stupid.

If you put the effort into the work I’ll put the effort into you and helping you.
But it works that way around. It’s got to start with you.

Be confident, have faith in yourselves, work hard. Look after the work and the work will look after you. A placement is a moment in time. Seize it.

…or leave.”

via Dave Trott's Blog and creative in london.


Previous Tips:

How To Get The Best Out Of Directors; Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish

Cannes 2008. The Last Post.

So, what have we learned?

1. The UK is shit at press, apparently.

2. All the people who accuse me of giving Juan/ Fallon undue praise are wrong. Gorilla won the Film Grand Prix. Fact. That's Juan's second GP after his Tate posters. You can criticise the man's hairstyle, perhaps, but you can't fault his creative ability.

3. It isn't a good idea to look through all the winners, as I did. You just get depressed. Overall, there's a lot of good stuff around. Great dialogue in the American TV ads is particularly noticeable, and clever strategy from all over the world. Still, if it encourages one to work harder, in a 'Boxer from Animal Farm' kind of way, then maybe it's no bad thing.

For what it's worth, here's my 'Should Have Been More Than A Bronze Surely' award -



Love this ad. Yes it's portentous, but it's so damn visceral also. Always loved Michael Mann (he directed this) and that music from The Last Of The Mohicans gets me every time.

And here's my 'Crikey How The Hell Did They Get To That Idea?' award -



Click here for a version with English subtitles.

It's an Argentinian ad for the Buenos Aires Independent Film Festival, and it took Gold. Awesomely surreal. In fact, combined with the wonderful Skittles ad, it seems surrealism could be the next trend. Lobster.

What did you make of the results?

Cannes Grand Prix For A Colour Photocopier

Here's a bit of fun, while we're waiting for the TV results.

This year's press Grand Prix...

(other executions here)

... is the exact same idea as this -

(other executions here)

Should the jury have known about the Nickelodeon campaign? Probably. It did feature in Archive magazine. And it's not as if it was made in Turkmenistan in 1974 - it's Singapore 2005.

Hmmm, Singapore...

News From Cannes: Angleterre, Nul Points. And The Cheating Continues

So the Press Lions are out.

The UK didn't win any. Not one. Is our whole nation completely useless? Must be, I guess.

I actually like the Grand Prix.



And this one.



But there's soooooooooo much scam in there.

Gratifying to see, for example, that the Matchbox marketing budget is not limited to Outdoor - their multi-execution poster campaign (all 3 ads the same of course) took Gold - but they can afford press campaigns too, for which they won a Silver Lion. Congratulations to that noted bastion of creativity, Ogilvy Frankfurt.



And I hope Heinz Hot Ketchup is benefiting from their big push in Belgium. Last year they ran not only a poster campaign with three different executions (which took Silver) but also the same executions as a press campaign, which won a Bronze.



Of course they did.

Simple solution: set a 25-site minimum for Outdoor (excepting special builds) just like they did for Campaign Poster. And press winners must supply a signed-off media schedule.

Cannes may suffer a serious drop in entries. But it will gain a healthy rise in integrity.

Cannes: Mostly Gutted, But Also Quite Angry

The Outdoor results are in. Of course, I'm rather bitter because our Levi's work didn't even get shortlisted.

Not so bitter that I can't acknowledge a couple of gems in there:

Bronze, for a camera with image stabilisation

Silver for McDonalds - fresh salad

But I'm plenty angry enough to pass on to you what a London-based ECD texted me from the Riviera: "Cannes is FULL of scam - especially in press and outdoor. It makes me so angry to walk round and look at all the ads for dog neutering, penis enlargements and join the priesthood."

Nothing new there, I suppose. But it's even more depressing, I think, to see ads which are probably for real clients... but which clearly never ran as posters.

Bronze. But do we believe that a brand of highlighter pen buys posters?

You see virtually unbranded 48-sheets in Thailand all the time. Of course you do. Silver.

And in Singapore, photo-libraries consider Outdoor an essential component of their media mix. Yeah right.

Happy to be proved wrong, but I don't believe that 50% of the winners in the outdoor category ever ran as posters. If indeed they ran at all.

Tuesday Tip No.52 - How To Get The Best Out Of Directors

I'm delighted to have Mark Denton guest-writing this one.

Mark is one of Britain’s most successful and best-loved commercials directors; who can forget Bad Barnet? He also runs Creative Circle, his own production company (Coy! communications) and is basically just an all-round top chap.


HOW TO GET THE BEST OUT OF DIRECTORS, by Mark Denton

It really comes down to getting the right person at the beginning. When I was a Creative (Scamp note – Mark’s partner was Chris Palmer) we did 11 jobs with Vaughan & Anthea. We just worked well together, and there was a mutual respect.

When you’re looking at treatments, make your decision based on what the Director says, and your gut feel, not what they write. Treatments are often just a string of clichés anyway. Have you noticed how every single one of them begins “I love the script”?

If you are able to snag a top director, just let them do what they want to do. I had Ridley Scott agree to do a job for me once, but I let him go because I didn’t like his treatment. Looking back on it, his idea was pretty good and I was an idiot.

Beat out all the questions before shooting starts, so you’re never sitting there on set wondering “what the hell are they doing now?”

During the process of making a commercial, there is no one single way to deal with Directors, because every Director is different. But there will always be some way that gets a result. Sometimes it’s putting your arm around someone, sometimes it’s giving them a kick up the arse.

Creatives don’t seem quite as bolshie as they used to. Chris & I used to do our own storyboards, then turn up on set with stopwatches, and tell directors “that shot’s taking too long.” We were a nightmare.

Maybe that’s going too far - make it too hard for them and they might mentally give up and just start going through the motions. And if you’ve chosen someone because you like their work, you’ve got to respect their way of working. You want to get out of them whatever they can give. So for example if they want their space, and prefer comments to be filtered through a Producer, then do that.

Personally, I’m the opposite. I believe the Director and Creatives should be a team of three. I like Creatives to be standing right next to me, by the camera. It really aggravates me when the Creatives are off reading a book or playing with their mobiles. Not involved means not excited. But don’t go and tell the actors what to do – that’s what I’m being paid a lot of money to do. And actors like to hear one voice.

Creatives also need to shield their Director, to some extent. Clients are getting more and more difficult. They are getting more involved. Nowadays, they can pick a typeface on their home computer. Creatives need to have the bollocks to stand up to Clients and Account Handlers. Especially when it comes to the edit, the post, and everything that goes into finishing-up a commercial. Be champions of your own idea. Don’t let the forces of darkness water it down.


Previous Tips:

Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish

The Asbestos Of The Noughties

Today's post is about workplace stress. And the title relates to the theory that companies could face massive lawsuits in the future for exposing their staff to unsafe levels of it.

I was recently told of a London ad agency where paid time-off for stress is so common they've even coined their own phrase - they call it "going for a lie down."

Apparently the Shell tanker drivers who are going on strike for more pay have turned down an offer of £38,000 a year. That's 38 grand for driving a truck. Do we earn enough to compensate for our rather higher stress levels?

Do people shout at you where you work, even though it's 'only advertising'?

Have you ever cried at work? Or made someone else cry?

Do you drink more than you should, to 'de-stress'?

Have you done other jobs - if so, how do the stress levels compare?

PR Beats Advertising

Today's Sport magazine carries the funniest interview/PR piece I have seen in a long time, with ex-boxer Chris Eubank.


Here's the most relevant bit (or click on page to read it for yourself).

We said we'd talk about the game you're promoting, so let's get the plug out the way. What can you tell us about Don King Presents Prizefighter?
"Nothing."

Nothing at all?
"No."

Have you not played it?
"No. I don't play games and I never have."

So you're just putting your name to it?
"Yes."

In return for some nice cash?
[Silence]

Are you still there, Chris?
"Yes."

Are you not going to answer that question?
"Did you say something?"

Yes, I asked if you're being paid to promote the game?
"What's your name?"

Brazen, crazy, but effective. I now most certainly know about the game's release, and I actually feel quite warmly towards it.

Later on in the mag, an advert for the same product. Would you even notice it?

Dave Trott Still Relevant - Official

Previous poll results:
Friday Poll No.24 - Which Brand Would You Most LikeTo Work On?
Friday Poll No.23 - What Do Scamp Readers Do For A Living?
Friday Poll No.22 - What Time Do You Leave Work?
Friday Poll No.21 - Does Juan Earn One Million Pounds A Year?
Friday Poll No.20 - How Much Do You Earn?
Friday Poll No.19 - What Do You Think Of Our Trade Rag?
Friday Poll No.18 - Should A Creative Look Creative?
Friday Poll No.17 - Ad Of The Year 2007
Friday Poll No.16 - Do Difficult People Do The Best Work?
Friday Poll No.15 - Who Is Responsible For Ineffectiveness?
Friday Poll No.14 - Your Personal Success Record
Friday Poll No.13 - Which Department Is The Most Insane?
Friday Poll No.12 - What Music Do You Listen To While Working?
Friday Poll No.11 - What Time Do You Get In?
Friday Poll No.10 - Who Drinks The Most?
Friday Poll No.9 - Press v Online
Friday Poll No.8 - Success Or Glory?
Friday Poll No.7 - Is Reading Blogs A Waste Of Time?
Friday Poll No.6 - Job Satisfaction
Friday Poll No.5 - Festive Greetings
Friday Poll No.4 - Ad Of The Year 2006
Friday Poll No.3 - What's Your Favourite Medium To Work In?
Friday Poll No.2 - Agency Of The Year
Friday Poll No.1 - Which Department Is The Most Overpaid?

We Like It. We Like It A Lot.

This viral is so damn good, when it ended I had to immediately visit the web address. Did you?

Their regular TV ads are pretty neat too.



by Droga5

Graeme Needs A Partner

Wow, yesterday was fun. But today, it's back to business.


Graeme Hall, a middleweighty copywriter at DDB London, creator of many fine ads including 'Toy Story' and 'Enjoy The Everyday' for Volkswagen, needs a partner.

He describes himself as a copywriter/art director and is looking for same, or a straight-out art director (but not a pure copywriter). Here's a link to his portfolio, where you can also find his contact details.

Last time round we found a partner for Miles... let's hope we can do the same for our Graeme.

Dave Trott - Live Chat All Day

Following last week's mini-furore, Dave Trott has agreed to do a live webchat here.

The subject under discussion - along with whatever else you want to ask him, I suppose - will be "Is Dave Trott's classic text 'How To Get Your First Job In Advertising' still relevant?"

Put your points to Dave in the comments on this post, and he will reply in the comments. Dave will be around from 9am until going-home time, though there may be a slight outage between 12.30 and 3.30 as he has a meeting.

If you want to have another look at Dave's booklet or haven't seen it yet, you can download it here.

You can also vote on this subject, in a poll just over there to your right.

Dave Trott Live - Tomorrow

Should be a lot of fun.

See you tomorrow.

Advertising Is Number 1

Britain's new No.1 music track is Mint Royale's remix of Singin' In The Rain, which first appeared on a VW Golf advert.

We are number 1!

Well, I say 'we'. I mean 'our industry'. It's the last advertising number 1 since Lynx 'Pulse' in 2003, if I recall correctly. There was a time when a lot more ad tunes used to become hits - usually from Levi's ads. But it seems rarer now. That's a shame. A little more glamour drips down the drain.

Still, let's enjoy the moment. It's a great track, from a great ad.

(In case you don't know, the reason why a track from a 3 year-old ad has got to Number 1 now is that a kid called George Sampson won top-rated TV talent show Britain's Got Talent last week with a performance based on the advert. Dance starts at 1'25")

And here's the advert.

47% Of You Are Insane

I'm mystified. Totally mystified.

The result of this week's poll (which was reader-generated, thanks to Anonymous for the suggestion) shows that 47% of you would rather work on a brand that isn't known for good advertising.

Basically, you are displaying a completely irrational preference for an unknown quantity, compared to the excellent chance you would have of doing great work and winning awards that there is on a VW or a Sony.

Unbelievably, only 3 people voted for Cadbury's. (One of them was me). Let me just spell out the full extent of my disbelief here. Less than a month ago this brand's advertising won a black pencil at D&AD.

A BLACK PENCIL.

If you were a striker, you would want to receive the ball six yards out, with only the keeper to beat, wouldn't you? And you'd definitely prefer that to receiving the ball in a position no one has previously scored from, wouldn't you?

I'm just at a loss as to what's going on here. Please explain.

Previous poll results:
Friday Poll No.23 - What Do Scamp Readers Do For A Living?
Friday Poll No.22 - What Time Do You Leave Work?
Friday Poll No.21 - Does Juan Earn One Million Pounds A Year?
Friday Poll No.20 - How Much Do You Earn?
Friday Poll No.19 - What Do You Think Of Our Trade Rag?
Friday Poll No.18 - Should A Creative Look Creative?
Friday Poll No.17 - Ad Of The Year 2007
Friday Poll No.16 - Do Difficult People Do The Best Work?
Friday Poll No.15 - Who Is Responsible For Ineffectiveness?
Friday Poll No.14 - Your Personal Success Record
Friday Poll No.13 - Which Department Is The Most Insane?
Friday Poll No.12 - What Music Do You Listen To While Working?
Friday Poll No.11 - What Time Do You Get In?
Friday Poll No.10 - Who Drinks The Most?
Friday Poll No.9 - Press v Online
Friday Poll No.8 - Success Or Glory?
Friday Poll No.7 - Is Reading Blogs A Waste Of Time?
Friday Poll No.6 - Job Satisfaction
Friday Poll No.5 - Festive Greetings
Friday Poll No.4 - Ad Of The Year 2006
Friday Poll No.3 - What's Your Favourite Medium To Work In?
Friday Poll No.2 - Agency Of The Year
Friday Poll No.1 - Which Department Is The Most Overpaid?

This Man Is Dangerous And Must Be Stopped

I am very disappointed with Campaign, who have published Dave Trott's classic text "How to get your first job in advertising" as a pamphlet which they are giving away free with today's issue, because I fear Young Creatives may read it and be influenced by it.

I do have enormous respect for Dave Trott. He has written a lot of great adverts, founded two or three influential agencies, and most of all, is legendary for the generosity of his advice to young teams.

And the way he puts that advice across is completely brilliant. His arguments are masterfully put-together, always thought-provoking, and often compelling.

But is his advice correct?

Sadly, a lot of it is not. It is often wildly wrong.

Peter Souter of AMV says Dave Trott has "Nazi eyes." That's harsh. But in a way, wrong thinking that is expressed with unflinching dedication and awesome power is the most dangerous kind of thinking there is.

I would love to go through what he says and demolish it line-by-line. But that would look petty. (Scowling A.D. already thinks I am cross because Dave Trott is "a competitor in the advice to Young Creatives market").

So all I will say is that Dave Trott wrote this think-piece in the 1970s. Now, I'm not saying that any how-to guide written 30 years ago must automatically be out-of-date. But... if you were a car designer, would you be reading car-design pamphlets that were 30 years old? The world has changed. The internet has changed things. 30 years of advertising in the last 30 years has changed things.

I don't know if Dave himself would stand by what he wrote 30 years ago. I suspect he would. He's that kind of guy. Fair play to him.

Anyway, he's now sharing his advice for a whole new generation on his blog. It's fascinating stuff as ever. I disagree with most of it, and have left the odd comment.

But have a look for yourself. And then tell me - should we be listening to this man? Or should he be locked up?

The BACC And A Question Of Double Standards

This is the trailer (can't find the ad); ice pick scene is at 1'23"

Angus Wardlaw, a senior creative at CHI, has been having a fun correspondence with the BACC, which he has passed on to me.

Angus questions why the body has approved an ad for the film 'Doomsday':

Open on lots of space soldiers entering a futuristic city. One of the men gets an ice pick in the eye. Blood squirts everywhere before we cut to a stadium full of tattooed zombies etc... and this is okay to broadcast on national TV? I'm eager to know whether I can start including this sort of thing into my scripts (previously, I couldn't even include a car driving over 30mph!)

Here comes the reply:

In terms of film clips, viewers will tolerate, with appropriate timing, levels of violence and sexual content that would provoke outrage if they were in an ad to sell an ordinary product.

Put simply, a film clip of the shower scene from Psycho would probably be approved post 2100. A scenario for a bathroom company utilising the same image would almost certainly be unacceptable as likely to cause widespread general offence.

Angus finishes strongly:

Please help me to understand (as a professional copywriter and an ex-soldier) how a script of such sickening gore and depravity can be approved and aired? But in the case of say, a KFC ad where a lad is talking with his mouth full, you take a dim view of this and ban it?

It's a fun debate.

Personally, I think Angus is right (there's clearly a double standard here) but the BACC is also right - they are simply following their remit not to allow images which the British public find offensive.

So the true guilty party is the British public. We're all a bunch of hypocrites, aren't we?

What's The Very Worst Thing A Brand Spokesperson Could Do?

Probably this.

Fern Britton, presenter of TV's 'This Morning', was collecting £200,000 a year to be the face of slimming aid product Ryvita. Pleasingly for the Ryvita people, she lost weight. However, she failed to mention she had had a gastric band operation. Full story here.

I love this quote from the Client:

"The facts as we see it are simple, Fern has lost weight through a regime of healthy eating and exercise," said Nigel Nelms, the marketing director at Ryvita.

"The gastric band... may or may not have helped her in the early days but we respect her rights to privacy on this personal matter."

I love stories like this. The glittering mask that is advertising, just sliding off the face of reality for a second.

We've seen Adidas spokesperson David Beckham snapped in Nike shoes before, and Sainsbury's frontman Jamie Oliver's wife with Waitrose shopping bags. But this beats those.

I think we'd have to make some up to do any better. Here's my Starter for 10:

"Kris Marshall arrested for keeping stepdaughter in cellar."

Add your own in the Comments below.

Underwhelmed And A Little Sad

Maybe it's because I knew the skydivers in the live ad were doing it for real, whereas in this one I'm not sure if they are (it could be for real, it could have been done in post, I just don't know. Either way, it doesn't feel real, so it doesn't feel as exciting).

Maybe it's because of a similarity to Audi's recent 'Gymnasts' ad.

Or maybe it's because they just showed me the skydiving concept and now they are showing it to me again.

Whatever the reason, I'm not overwhelmed. Perhaps underwhelmed is too harsh. Midwhelmed might be more accurate.

The news that the plane used in the live ad crashed yesterday, killing two people, also puts a major downer on the whole project. Not W&K or Honda's fault, of course, but very sad nonetheless.