Sir Jimmy Savile, who passed away on Saturday aged 84, will be remembered most for making children's dreams come true, but also goes down in ad history as the man who encouraged a generation to get on the train.
Monday, 31 October 2011
Thursday, 13 October 2011
Thursday, 6 October 2011
There has been, and will continue to be, a lot written about Steve Jobs and quite rightly - he was a true visionary and a genius.
Everybody knows the groundbreaking products that his company has introduced over the years. And for most of us they are now an indispensable part of our life. But what a lot of people don't know is what a truly great advertising man he was.
This article sums it up far better that I could...
In his own way, he taught us everything we need to know about advertising. The only problem is, most of us are too blind or too stupid to learn. The thing about magicians is, you see it with your own eyes and you still don't know they did it.
Here's what I learned from watching Steve.
- The best way to build a brand is to sell a product. Apple rarely did "branding" advertising or "line" advertising. An Apple ad is about the features and benefits of one specific product. Not about "you the consumer." Not about how the brand intersects with your life. Not about how the brand saves the world.
- Creativity is simplicity. Apple ads always look like Apple ads. They are simple. They are direct. A white background, a product right smack in the middle of the page, and a line or two of copy. They rarely changed this formula. Once in a while they'd have a person along with the product, but no idiotic "lifestyle" crap and no art school visual puns.
- Trend-jumping is no substitute for principles. From what I can tell, Apple still doesn't have an official Twitter feed or Facebook page. They don't jump from one gimmick to another. They are not desperate to hop on every fad that comes along. They are the most successful technology company in the world, yet they understand that communication is best done human-to-human. They do a great job of utilising the web for all their "below-the-line" materials. But they lean heavily on traditional channels for advertising. They have built the most powerful social network in the world without doing an ounce of social media.
- Be who you are. Apple's public personality -- its advertising voice -- has never changed from day one. When Microsoft was winning, it never tried to be the second best Microsoft.
Steve Jobs was the best adman of his generation. Those who want to learn would do well to study what he did.
Thanks again to The Ad Contrarian for another great article.
Tuesday, 4 October 2011
Monday, 3 October 2011
Would providing bicycle racks on platforms, expanding car parking and making stations into attractive community hubs get people on the trains or is it the two things that are largely out of the TOCs control - punctuality and price/value for money - that hold the key?
Either way, with franchise periods reportedly going to be around the 15 year mark there's going to be a lot of promising going on.
Only time will tell whether TOCs can deliver on them.