December 11, 2009

How to build great (digital) campaigns

under-constructionChapter 5 in David Ogilvy’s book, Confessions of an Advertising Man (the inspiration behind this blog), talks about the discipline needed to create truly successful campaigns. He believed that good advertising “sells the product without drawing attention to itself. It should rivet the reader’s attention on the product”. It should never say “what a clever advertisement”.

How does this apply to today’s world of digital media? Many “viral” campaigns are all about being clever while the product is almost invisible. Ogilvy was all about results and was obsessed with the performance-driven disciplines of mail-order, retail and consumer research. He talked about data years before it became part of the fabric of everyday life.

Ogilvy wrote his recipe for advertising campaigns that made “the cash register ring”. Let’s see how his “eleven commandments” work today:

1 – What you say is more important than how you say it.

“The content of the advertising, not its form” makes someone buy your product according to Ogilvy. In the world of print or TV advertising this may be more true than in the area of digital where brand experience is becoming more important. Form and content become blurred.

A great example is the Doritos Hotel 626 where the product makes way for an entertaining, branded experience that probably does more for the product than a site telling you about the way it’s made.


2 – Unless your campaign is built around a great idea, it will flop.

The face of advertising may be changing with new agencies springing up that offer new models and ways of thinking… but there is one thing that will never change. The power of the idea. Technology can support a great idea but not replace it. Campaigns built on a gimmick won’t have the legs to last very long.

Build your campaign around a bad idea (hello Windows 7 party) and you might end up with the wrong kind of publicity.

3 – Give the facts.

Here digital comes into it’s own. Where space was limited in print ads or 30 seconds on TV could only contain so much information, the internet allows people to dig as deep as they choose. Check out the Dove US website. With different levels of information and opportunities to engage, it really allows you to experience the brand philosophy and products in a tangible way.

4 – You cannot bore people into buying.

Ogilvy wrote that “the average family is now exposed to more than 1500 advertisements a day”. Imagine what that figure must be like today? It’s harder than ever to cut through the clutter and get the attention of your potential customer. Some of the best digital campaigns of the past year are definitely not boring. They even merit their own “making of”.

5 – Be well mannered, but don’t clown.

David’s comments are a definite throwback to the Madmen era of good manners and etiquette. Today “clowning” around online seems to be a required feature of most campaigns. What would Mr. Ogilvy think of it all? Even footballers are happy to be silly in this new campaign for the Fifa 10 game.

6 – Make your advertisements contemporary.

This is surely not what Ogilvy had in mind but being contemporary online means tapping into all the current digital trends. From crowdsourcing to social networking – the Public Polo campaign by Achtung captures the spirit of now.

7 – Committees can criticize advertisement, but they cannot write them.

A single-minded vision cannot be delivered by a group of people making decisions. The best online campaigns have clearly had a very brave client that is confident in a great idea.

Someone at McCann Erickson Israel came up with this original idea and the client went with it. Maybe because it also cost so little.


8 – If you are lucky enough to write a good advertisement, repeat it until it stops pulling.

In advertising history there have been many campaigns that have continued for years, constantly being updated but with one strong concept. The Louis Vuitton Journeys campaign is a great example of a good idea that travels far – and works equally well on and offline.

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9 – Never write an advertisement which you wouldn’t want your own family to read.

The Burger King Subservient Chicken was a great idea that didn’t offend anyone. But have they gone too far with the Shower Cam? Trust the British to risk offending consumers with a site where each morning a shower babe “shakes her bits to the hits at 9:30 a.m. every morning”. All to promote the BK breakfast.

10 – The image and the brand.

The internet throws up a big problem. How do you control all that is being said about your brand? Even if you have a consistent advertising and marketing message with a strong, identifiable style… someone somewhere online will upset the apple cart by trashing your carefully constructed image. This might be through an angry blog complaining about customer service or via someone mashing up your ads on YouTube.

11 – Don’t be a copycat.

Sorry to mention you again Microsoft but this was too late too lame…

October 30, 2009

Social Media Day

The Ogilvy London Digital Lab ran a Social Media and CRM Day on London last month with around 80 clients. This video shows some of the various companies who were there helping to demonstrate the possibilities of social media. There were also several presentations that covered four key practices in social media:

– Listen for insights from conversations that drive engagement.

– Participate with customers in authentic conversations.

– Activate influence in and outside of your customer set.

– Engage communities with brand value exchange wherever they gather.

To demonstrate how companies are using social media to transform relationships, Brooke Molinaroli of BT introduced the audience to BTCare on Twitter, ‘their helpdesk in real-time on steroids’ which is proactively find customers needing help and support.

October 27, 2009

How to be a good (digital) client

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In his book “Confessions of an Advertising Man”, David Ogilvy devotes chapter 4 to the subject of clients and gives them some advice about how to be a good one. He says that bad advertising can unsell a product but often this catastrophe is the fault of clients (sorry). Ogilvy said “some behave so badly that no agency could produce effective advertising for them”.

The book lists 15 rules that David Ogilvy would obey if he were a client dealing with an agency. Do these rules apply to clients dealing with agencies in our digital world? Let’s check…

1 – Emancipate your agency from fear.

Ogilvy said, “frightened people are powerless to produce good advertising”. The digital revolution in advertising has generated more fear than empty pizza boxes after late night deadlines. Everyone has been afraid. From the early days of “if we build it will they come?” to the current extreme of all traditional media being on its deathbed (it isn’t). As a client of agencies developing digital campaigns you should be able to trust their knowledge and abilities to execute an idea flawlessly. This is no longer a new media. You don’t need to be afraid so there is no need to make your agency afraid either.

Of course the digital medium is still evolving and new techniques are appearing all the time. Clients could insist on following tried and tested paths but if you really want to stand out you need to put aside fear and take the leap with your agency. As Alex Bogusky of Crispin, Porter + Bogusky said, “if you have to be afraid of something, then fear mediocrity”.

A great example of fearlessness? Philips Carousel >

2 – Select the right agency first

In his book David Ogilvy suggests that clients find out if they like the people at the agency as the relationship “has to be an intimate one, and it can be hell if the personal chemistry is sour”. He also looked at the pros and cons of big agencies vs. small ones.

The Cannes Cyber Lions this year has shown that the “traditional” agencies have caught up with the pure digital players in their ability to deliver amazing work online. As the playing field becomes level clients will find it harder to judge agencies by their technical or creative skills. More agencies are spending time expressing their individuality by how they project themselves online. The new site from Crispin Porter + Bogusky brings to the forefront what the world is saying about them and the work they do. Even the opinion of the interns is used to show how different the agency is from anyone else.

In the same way that the “traditional” advertising industry had its stars we now have the digital celebrities who play a key role in making clients feel confident about their agency choice. All this adds up to the chemistry clients are looking for today.

3 – Brief your agency very thoroughly indeed

“The more your agency knows about your company and your product, the better job it will do for you” said Ogilvy. In the digital world this is more true than ever since a client might brief his agency to create a campaign but, knowing the client’s business, the agency could come back with something radically different. Maybe they’ll respond with a service like Fiat’s Eco Drive or a platform such a Nike +.

4 – Do not compete with your agency in the creative area

“Why keep a dog and bark yourself?” Ogilvy complained about backseat drivers and while this may be true things are less clear in digital realm. Creativity and technology have merged so much that the traditional idea of “creative” is less distinct. Yes, clients should let agencies do what they know best – come up with great creative solutions. But a client that comes along with a smart technical innovation could be helping to spark an idea for campaign that the agency may not have explored otherwise. For me the best clients are collaborators.

5 – Coddle the goose who lays the golden eggs

As David points out many clients spend years developing a new product but give their agency just a few weeks to put together a campaign that will present it to the world. In many ways the way a product is marketed owes as much to its success as the product itself. If clients could involve communications agencies soon enough in the process then perhaps the product launch could stronger. Bring the agency into the loop earlier and they might lay a golden egg that shines a little brighter.

6 – Don’t strain your advertising through too many levels

Committees do not make for powerful ideas with a single-minded vision and executed in a creatively unique way. It was true then and it is still true today. As Ogilvy said, “hydra-headed clients present insoluble problems.

Within a client organization there should be one clear leader who can cut through the crap and give the agency one voice. The digital world makes it too easy to share work in progress with every stakeholder from Tokyo to Texas. Input can be useful but there comes a point when you need to ask if too many cooks are watering down a big idea. Being bold is always better than appearing mild.

Take a break from this long blog post and watch this parody video about designing the stop sign shows what happens when too many people throw in their opinions:

7 – Make sure that your agency makes a profit

While advertising spend online may even be overtaking TV in some countries it doesn’t always mean that agencies are seeing the benefit. There is still a problem convincing some clients about how much it costs to develop online communications. Their kids know how to build a website so this somehow makes them believe it is a piece of cake.

Building complex campaigns costs money and unless clients understand the work involved and the value agencies bring the results will suffer. Hopefully the days are over when clients blindly accept a million dollar budget for a TV spot but question just a fraction of that being spent online. When agencies make a profit and can afford to hire talented people clients will see their campaigns improve in creativity and effectiveness.

8 – Don’t haggle with your agency

David Ogilvy suggested that clients trust their agencies about the cost of projects and not haggle. Just like old-school advertising, digital is not an exact science although it is getting there. If your agency recommends testing then take their advice. Digital campaigns are much more complex than traditional you need time to fix problems. Skip that to save money and it could end up costing a lot more in lost customers and reputation.

9 – Be candid, and encourage candor

“Don’t beat around the bush” as Ogilvy said. Clients need to speak their mind without being so brutal that they “paralyze the troops”. Be clear about what your expectations are or otherwise the agency will be playing a guessing game. With all the tools available to us today there is no excuse for poor communication between clients and agencies.

10 – Set high standards

Expect more and you’ll get it. Don’t forget to praise your agency when they do well but always ask them to do even better next time. When you can access all the best campaigns online (with sites like Contagious, AdAge or Campaign) it is even easier to find examples of what your agency needs to beat. Hopefully your agency would have seen them already too and are already pushing themselves to do better.

http://www.contagiousmagazine.com/

http://adage.com/

http://www.campaignlive.co.uk/

11 – Test everything

Digital advertising and marketing is data driven so it’s easy to know when something has worked or not. Ogilvy was a great believer in testing. Testing promises, media, headlines, frequency, images… One of his most famous quotes is “Never stop testing, and your advertising will never stop improving”. Today we can test while a campaign is running online and adapt it as we go. We can test multiple versions, change a call-to-action on the fly… a campaign never needs to be finished. It may always remain in perpetual beta.

12 – Hurry

No worries there. Very early on it seemed that clients felt that because it was digital it took less time than traditional media. While sometimes it can be a bit rushed there is a real need for speed in our industry. If your agency has a great idea then help them get it out there quickly. That includes the internal approval process clients go through. If you are not quick someone else will steal your thunder and do something online that makes you look more like a follower rather than a leader.

13 – Don’t waste time on problems

In his book Ogilvy advised clients to “concentrate your time, your brains, and your advertising money on your successes”. Even though digital media is no longer a new kid on the block there is still an element of experimentation. If you invested in Second Life then take what you learned and move on. Not all developments pan out. Watch the video of George Bodenheimer,
President of ESPN speaking at the 2008 Verge conference and see how his approach to leaving failures behind helped ESPN be a digital leader.

genius14 – Tolerate genius

Yes, they can be disagreeable as Ogilvy pointed out (he wouldn’t use the word assholes) but they can lay golden eggs. There are not that many around but if you can tolerate the ones you find then what they come up with could put your brand on the digital map.

15 – Don’t underspend

The last point in the book’s chapter urges clients not to skimp on budget. David said that “it’s like buying a ticket three-quarters of the way to Europe; you have spent some money, but you don’t arrive.” Great ideas don’t have to be expensive and digital campaigns often cost a fraction of the budget of a traditional media campaign. But if an idea calls for a higher investment then try to find the money. The results will be worth it.

Want to read the book that inspired this blog? Click below to buy from Amazon.

Confessions of an Advertising Man

October 12, 2009

Ogilvy Digital Labs

Since the first Ogilvy Digital Lab appeared in New York others have been popping up around the world. This video shows some of the innovations that have been showcased there in the past 12 months.

August 31, 2009

How to keep (digital) clients

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Back to the inspiration for this blog, David Ogilvy’s Confessions of an Advertising Man. Over time I’m looking at every chapter of his book and updating it for the digital age we live in. When writing about how to keep clients David says that the “seven-year itch is not confined to matrimony. It also afflicts the relationship between advertising agents and their clients”. When clients get bored with an agency they start looking elsewhere. Then if the worst happens and the agency loses the business they have to fire people who worked on that client. As David said, “advertising is probably the least secure of all careers”.

How do you hold onto your clients? Firstly by putting the best brains you have on the business and making sure they don’t neglect the client. It does help (as David says) to avoid clients with a record of regularly changing agencies. He also recommends keeping in contact at every level of a client’s organization with counterparts building strong relationships between client and agency. Something that should be a lot easier today thanks to email, Linkedin and intranets.

In today’s digital age there are other things to do if you want to keep your client coming back. Make sure you know more about the industry than your client. Sounds obvious but several times I’ve seen clients bring up some new technology or online campaign during a meeting that the agency has not seen. It’s hard to know everything that happens in our business but by creating an agency culture of research and sharing you can be sure that at least someone in your team knows something your client doesn’t. We need to continually inspire our clients by sending them reports of what’s new, how various trends are developing and what their competitors are doing. If budgets allow you can organize an event like the recent Digital Souk produced by Ogilvy London that showcased the latest digital developments.

angrymanOne thing guaranteed to generate discontent in clients is a disappointing experience with a campaign. When digital projects kick off it is so important to manage expectations. Some clients have trouble imagining the end product so do what is necessary to make them understand. Animated storyboards, white sites, customer journeys… they all help to guide the client to an understanding of what they are going to end up with. See how much planning went into the Get the Glass game to help the client understand how it would work. Add the fact that many digital productions are just one part in a bigger integrated campaign and things get more complex. This white paper from Creativity and HP has some great case studies on how projects were handled and clients made very happy.

Be careful what you say about clients or campaigns. I’ve heard stories of clients leaving meetings at an agency and riding the elevator with junior creative teams who they did not know. The junior guys (not knowing who these people were) starting ranting about how the client sucked. The business went down the elevator and out of the door. Today it is even easier for someone in the agency to vent their feelings online. Make sure your staff don’t blog or tweet their unhappiness because your client might end up seeing it.

Finally, David Ogilvy was proud to say that he used all his client’s products as a sign of respect and belief in their quality. When working on the Intel business years ago we could not present a mockup of a new website if it was framed in a Mac browser window (before Apple started using the devil’s chips). You may not be able to afford some of your client’s products but try to be as passionate about them as they are. When your client feels that you genuinely care about what you’re selling he won’t go looking elsewhere in a hurry.

April 21, 2009

Facebook Bootcamp for PR

Interesting presentation from the Ogilvy 360 degree digital influence group on using social networks for Buzz Marketing.

April 4, 2009

First confession

David Ogilvy was a true pioneer in the advertising business. He came from a research background which gave him a unique perspective on how people think – using the power of direct marketing to grow brands and get real results. If he were still around today I’m sure he’d be first in line to use digital media to reach people in totally new (and personal) ways. For many years I admired the Ogilvy network having first crossed paths in 1996 when I was working at possibly the first internet agency in Hong Kong – The Web Connection. I said to myself that one day I would like to work for them. I even bought a red digital clock at Habitat that I thought would look good on my future desk. Now I work for Ogilvy and after all these years working in the digital space thought it was a good time to write about my experiences… past and present. In hommage to Mr Ogilvy and his original Confessions of an Advertising Man I am starting my own version. Digital of course.