the creative world

Top 10 TV Ads 2009

la creativite — Wed, 23 Dec 2009 06:05:15 +0000

Apologies for the lack of posts. It’s a busy time of year, but I finally got a chance to log in again and noticed there are still visitors. So I thought I should update to keep it interesting. TIME Magazine came out with their list of Top 10 Everything 2009. It’s quite an interesting list and really hits the big points of the year. Since we’re talking about advertising here, I thought I’d focus on top 10 tv ads of the year. It’s interesting the #1 TV ad was a viral commercial on YouTube. Shows us how big of a channel YouTube really is. I’d have to say my favorite really is the Toyota Prius ads, which to me, really embodies all that the Prius stands for, and is so relevant during a time when the world is focusing on conservation and going green.

Top 10 TV Ads

OPRAH Effect

la creativite — Mon, 23 Nov 2009 05:36:44 +0000

Ad Age has a great section called Media Works focused on just news in media, whether its TV, print, radio, outdoor, online, etc. You definitely can’t miss the latest buzz about Oprah ending her 25 year segment on ABC in 2011 to start her own cable network called the Oprah Winfrey Network (OWN). Ad Age addresses the fact that it will be quite unlikely for Oprah to regain her average of 6.8 million viewers after her move to cable. The “Oprah Effect” will be greatly affected with this move. For years, celebrities, authors and such have been able to promote their projects by appearing on her show. Whatever Oprah said influenced her millions of viewers, good or bad. Oprah was a brand promoter, and that power may or may not remain with her move to cable. The question remains: who will be able to reach Oprah’s rating-level after her show ends? Ellen? Dr. Phil? Their current viewer numbers are a few million short of Oprah status.

In order to succeed, Ad Age states, “Of course, by the time the OWN channel actually launches, technology may have already leapt ahead. Ms. Winfrey will have to be a savvy observer of consumer media habits, as well as a popular figure who inspires many to do well in this new arc of her career.” Looking forward to seeing how well Oprah does in this new journey.

Starbucks hitting Social Media big for the holidays

la creativite — Sat, 21 Nov 2009 18:59:36 +0000

This holiday season, look for more ways to interact with Starbucks through social media. They’re taking their Holiday spirit from last year and expanding it in more ways than one. They plan to spread the holiday spirit through branded holiday playlists on Pandora, free “All you need is Love” CDs through their partnership with Red (after spending $15), advertising on websites, holiday themed Red products, etc. Starbucks is reaching their customers through various channels. The company will be hosting a Flickr page as well as donating money to fight AIDS in Africa. This is social media at its best, interacting with consumers in various media channels, and keeping them engaged. The company must use different social media tactics to appeal to its millions of fans who are just as different from one another.

Job Market is Looking Up

la creativite — Sat, 21 Nov 2009 08:29:44 +0000

Having personally weathered through the job search journey in advertising these past 4 months, I can definitely say things are looking up in the job market. I have begun to hear about more and more openings. Here’s a list of entry level openings at RPA in media. The descriptions give you a general idea of what skills companies are looking for. I find that more than anything, it’s about showing you have passion and personality in your interviews. Why do you want to be in advertising, and more specifically, why this specific department (i.e. account services, media, creative)? A TBWA\Chiat\Day employee said it best to me, “It’s not like what we do here is rocket science. When it comes down to it, it’s how well you fit with the team.” If you’ve got the basic skills down, worry more about your reason for wanting to be in this industry and prove it to them!

Assistant Media Planner • Acura Account

Entry Level. This position requires a four-year college degree and strong organizational, communication and math skills. Candidates should be interested in media, creative, a team player, detail-oriented and able to juggle multiple projects at once. Responsibilities include updating and maintaining media schedules, handling multiple monthly client reports, resolving billing discrepancies, analyzing research and assisting in developing media recommendations. Knowledge of Word and Excel required, proficiency in PowerPoint preferred.

Assistant Media Planner • California Tobacco Control Program Account

Entry level. The Assistant Media Planner will be responsible for assisting in the development of media plans and their implementation. This includes performing research runs, preparing and routing documents for initiating and executing buys and meeting with sales representatives. Must be proficient with MS Word and Excel; knowledge of PowerPoint is a plus. Must be motivated and eager to learn all aspects of media planning. Needs to be flexible in terms of hours available to work (likely to require at least a moderate amount of overtime).

Local Media Services Assistant

Entry level position in Local Media Services, which serves as a liaison between Local Media and Media Planning, Account and Interactive . This position assists the Local Media Services Specialists, Managers and VP/Directors of Local Media in overseeing the daily management of each client’s local media business. The position requires a strong working knowledge of MS Word and Excel and the ability to handle multiple tasks simultaneously. Candidates should be self-motivated, yet work well within a team environment. They should possess excellent attention to detail, strong communication skills and a basic comfort level in working with numbers and computers. Responsibilities include tracking and reporting client budgets, assisting in media cost development and tracking costs, checking media buys, maintaining departmental information and files, formatting and compiling reports in MS Word, Excel and Donovan Data Systems (taught on the job). This position will also have the opportunity to work within the Santa Monica local media team and assist a Local Media Negotiator in the buying process as needs or opportunities arise.

Assistant Direct Response Negotiator

Entry level. Responsible for assisting Media Buyer in all areas of placing, confirming and monitoring media schedules. Assist in all aspects of day to day administrative responsibilities. Special projects will be assigned as necessary to maintain reporting and analysis. Must have excellent communication skills, be detail oriented and organized. Basic knowledge level with PC functions and comfort level with numbers is required. Broadcast media experience preferred – will consider internship experience a plus.

Ad Age’s Top Brands

la creativite — Tue, 17 Nov 2009 02:37:46 +0000

Anyone in the industry knows Advertising Age is (www.adage.com) a key publication for all the latest news in advertising. Their latest article covers the top brands that continued to do well even during the slow economy [http://adage.com/article?article_id=140445]. Some of the brands are well known ones including Cover Girl, DiGiorno, HP, Mt. Dew, Subaru and some more surprising ones… like the Snuggie. I got the sense that the Snuggie was just a silly info-mercial product made fun of by everyone, but apparently, thanks to its marketing, the Snuggie has become a pop culture hit. The Snuggie now comes in different designs, including animal prints and college themes, even ones for kids and dogs. The product is sold in stores such as Bed Bath and Beyond, even Lord and Taylor. Who would have thought this simple blanket with sleeves would grow to be such a huge success? That’s the power of marketing.

Clorox is Timeless

la creativite — Sun, 15 Nov 2009 23:38:01 +0000

This Clorox commercial caught my eye during an episode of Mad Men. Its message is so simple but strong and the commercial is beautifully done. Clorox is one of the millions of products under Proctor & Gamble, the largest advertiser in the country spending $2.62 billion in 2007. In 2008 P&G was named Advertiser of the Year by Cannes International Advertising Festival. They’ve been making household products for years and their advertising have been some of the most memorable ones. Remember those ever-so-suggestive Pantene commercials or the Pringles “Once you pop, the fun don’t stop” tagline? All P&G.

Clorox’s advertising falls under DDB in San Francisco.