One of the broadcast laws in Venezuela, back in the day, meant we had to shoot commercials using local Venezuelan talent. One of our clients, Revlon, was a stickler for having their commercials look as exactly like their worldwide creative as possible. Nevertheless, these had to be re-shot locally. One commercial to re-shot was for… Read More »
For most of my career I have kept a large apothecary jar of candy in my office. Rarely does anyone ask me why. Do I have a sweet tooth? Well, yes. Am I just being generous? That’s doubtful. I do have a jar of candy in my office because it is a great psychological tool.… Read More »
It is quite amazing how easy your job is. Just ask someone who doesn’t do it. At the same time, from your point of view, their job is amazingly easy. We get this every day in advertising because with digital tools it is not that challenging to make something that looks like an ad. But… Read More »
Back in the day, before computers and inventory databases, it was tough for store owners to keep track of what they paid for things and what things should sell for. Small stores developed a system for keeping track of cost of goods through codes. Customers may have never noticed but on each item there would… Read More »
Our high school janitor was Mr. Mitchell. He was always dressed in a clean khaki uniform, usually attached to a wide hall broom. He took great care of his white, crewcut hair. Always tidy, he liked the place clean. One day, I heard him express his true feelings about his job – “It’s the students… Read More »
I have worked in both the US and Canada one thing I have found curious is that the markets have approached Diversity and Inclusion in two different ways. First the US: When I worked there twenty five years ago, there were quotas for “minorities” to appear in commercials. Clients required these quotas to be met… Read More »
We have seen a lot of commercials that just don’t sell. One reason can be the context of the message. By context, I meant the executional elements that round out the message and provide a framework for it. The strategy might be “Tide cleans clothes better.” But there needs to be an execution around that… Read More »
Do you get irritated by the TV news anchors always throwing in extra adjectives to sensationalize their news stories. Every story must be “astounding,” “gripping,” or “revealing.” It is a relatively recent phenomenon. The anchors do it to make the stories seem more important and more immediate for their viewers. Just a little spin to… Read More »
Everyone gets excited by a big retail contest: there are prizes to be won, discounts to be won, a game to be played. But while consumers consider this kind of promotion to be like a lottery with millions to win, marketers see the event as a massive coupon drop. When you consider that the majority… Read More »
Hello Berlitz! Hello Rosetta Stone! You think we want to speak Mandarin fluently in 30 days – HAH! What we really want to know is the difference between “hashi” and “gohan” in a Japanese restaurant. What is a glass of “palinka”? What the heck is “chupe de camarones”? Should I order the “murgh cholay” or… Read More »