We buy media against demographics like age, income and education. And target our creative at that target. We are consistent and correct – right? Let’s check by starting with how well people perceive themselves. Take you for example. (Pull out a mirror or look at the graphic to the left.) Do you always “act your age?”… Read More »
We had launched a cereal with Wayne Gretzky on the box in 1984. It was a front page success in Canada. This was unusual because cereals are rarely launched in Canada alone. Usually we relaunched cereals that already had been successes in the United States, our huge test market to the south. Things had gone smoothly… Read More »
We started our little company in the early 90s and used computers as the core of our infrastructure. This was a quite unusual at the time; but, it paid off over the years. Slowly we added people. First there was an Art Director who had recently arrived from India. She had worked for a multinational… Read More »
The leaves don’t turn; the snow doesn’t fall. It doesn’t get colder or in the spring thaw. There are some seasonal changes, more or less rain, hurricanes. But no gradual progression of the seasons. So how do people mark the changing of the Florida seasons? The secret for Florida residents is the flow of commercial… Read More »
There were many times when we presented commercials to clients who we felt wanted to make changes to make sure their input was included in the commercial. The one who pays the piper wants to call the tune and be recognized. So here is how we would describe a typical commercial: two women are discussing… Read More »
Our company was the first agency in Canada to start building websites on the internet back in 1994. We saw the internet as a new form of communications. We had opportunities and plunged forward. It took some figuring out, some investment and some staffing to organize into an area that was new to everyone. We… Read More »
My very first assignment at Young & Rubicam New York in 1972 was to work on the Rums of Puerto Rico account. The advertising goal was to promote the many rums that were produced on the island, which included Bacardi, Don Q, and many more that were less well know such as Ronrico, Ron Superior,… Read More »
Watching retailers do their own commercials on TV often makes me cringe. Particularly car retailers. They start their commercials by yelling and keep it up. Their theory may be that all their energy makes the viewer think that something exciting is going on. But is just yelling enough? The result is a constant yelling throughout… Read More »
Are origin myths true? No matter, they set the trajectory.
Shooting commercials is an intense process. Very intense. You usually have one day to capture everything you need that’s in your script and then some. You are paying a lot of people on that one day to get exactly what you want and they are all there that day and then …it is over. What you… Read More »