Authors
Advertising Ideas
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YES! 1/06
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| Advertising Ideas |
| Stories in short |
| ZARAZA
Andrei Nadein, Ksenia Buksha. Marketing communication. New approach Our new column under the name Zaraza (Viral) is about interactive and contagious ads. AD CAMPAIGNS Ekaterina Souchkova, Ksenia Buksha. Golden Watch Winners We have selected 16 campaigns from among the finalists and winners of the Golden Watch awards held as part of the Golden Drum festival in Slovenia in 2005. They deserve our unremitting attention. Altoidia Sours: I feel pain; therefore I exist A history of the Altoidia tribe, the people who feel no pain Don’t give your vote to others How Bulgarian ad designers wooed young people to voting stations. Zoznam: find your God An Internet search engine cannot replace reality, but it can make it more exciting and mysterious. Thanks, MTV! MTV Romania is now a genuine local brand with crowds of loyal followers. Indulona: hands like people Doorknobs and trolley handles in malls were upholstered in a soft, velvety fabric with a cream logo. The amazing adventures of Bob and Dave, the emissaries of Budweiser/Budvar, in the Czech Republic Budweiser Budvar wins kudos as the Czechs’ most favorite brand. Caledonian School: intellectual graffiti A new ad medium – downtown graffiti - invented unexpectedly during a campaign. Diena newspaper: over 40 slogans The slogans employed a sophisticated word play, and the audience loved it. Monopol: advertising for art The magazine harnessed pop art and modern design concepts to make a splash. Drink, drive & join! How to convince all Latvians that drinking & driving is no longer cool. Momax: it’s furniture and it’s not Swedish! An ad campaign in IKEA’s face. Prague: no time to sleep That’s why the characters in commercials have puffy eyes. Toblerone: a bike on triangular wheels Unusual product shape inspired creative commercials Butterfly babes: touch me not! Austrian ad designers show what it feels like to be a child suffering from a crippling skin disease. Message in a bottle The Teresa Maksova Fund raised money for training orphanage staff. Speeding kills A campaign that targets both speeders and their families. CREATIVE CLUB Andrei Nadein. HHCL United: together we stand At first HHCL work seems extremely minimalistic and shockingly natural, but a closer look reveals some complexities. A strong communication strategy lurks behind this outward extravaganza. The London-based HHCL United (www.hhclredcell.com) is a new breed of ad agency that makes small teams synergize to make a powerful, explosive impact. Ksenia Buksha. Brazil, the land of ads Brazil, formerly known as the land of coffee and football, has gone haywire over advertising. Brazilians have suddenly fallen passionately in love with ads and commercials. Commercial actors are as popular in Brazil as pop divas and football heroes. The author has found five things about Brazilian advertising that are different from the rest of the world: festiveness, love for sappy detail, documentary precision, rich storylines and childishness. AD WORKSHOP Ksenia Buksha. Heroes of Our Air Time Where do you go to recruit a star for your commercial? You can find them in the ‘big wide world’ outside, the way they recruited historical characters for the now-classic Imperial Bank commercials, or you can conjure them up for every commercial individually. The author offers her own classification of commercial ‘personae’: ‘advisor,’ ‘maniac,’ ‘savior,’ and so on. Whatever part they play, the characters of TV commercials must always be striking, idiosyncratic and memorable, but most importantly, they must firmly identify with the product Elena Petrova. What Kind of “Person” is your Brand? Here are a few tricky questions for the brand manager or whoever owns and markets the brand. What is your brand’s personality? What is the image that comes to consumers’ mind when they begin to see more in your brand than just a name for a familiar quality product? We can offer an easy behavioral profiling methodology that can be used to predict both human behavior, and the behavior of a brand in an information-packed environment. MARKETS Aliona Andreeva. Advertising Designer Fashion Brands Advertising for fashionable clothing is considered to be the domain of glossy magazines, sexy models, trendy photographers and designers. But why do top fashion designers of worldwide fame need to advertise at all? And how do they do it? Let’s try and find out… This is all the more interesting since consumer advertising for anything, from cars and telecommunications to beer and potato chips, has been of late aggressively borrowing know-how from show business, religion, politics and the fashion industry. EXPERT CLUB Alexander Salangin. The monologues of censored footage Alexander Salangin discusses the commercial for the beer brand Baltika ¹3. Alexander Shevelevich. Savage: a masterpiece or a growth aberration? Alexander Shevelevich discusses the Savage commercial. Elena Petrova. Bagbier beer: a lame idea that accomplished the impossible Elena Petrova discusses the Bagbier beer campaign. Andrei Nadein. Fakta: a Success that Won’t Quit Andrei Nadein discusses the Fakta chain store campaign. |
YES! 6/05
| Advertising Ideas |
| Stories in short |
| STRATEGY
Andrei Sokolov. Is it Going to Work? Is your ad going to work? If you know how to answer this one, you can save yourself some serious money. This story is about some of the tools market watch firms use to test advertisements. Let’s look at Millward Brown, a highly reputable market researcher headquartered in Chicago, but operating worldwide. More on Millward Brown at www.millwardbrown.com. CREATIVE CLUB Ekaterina Soutchkova. Golden Drum 05: Summer’s End in Portorose This is a report from the Golden Drum festival held on Slovenia’s Adriatic coast in October. Find out all about the winners, sensations and highlights of the pageant. The report has turned out extra big and informative this year. In the second part, titled Creative Academy, we discuss the trends shaping the future of the advertising industry today. Ekaterina Soutchkova. Welcome to Volkswagen Fox! Build a hotel in order to promote a car, even if it’s a Volkswagen Fox? What an idea! But Volkswagen did it. The new hotel’s interiors were created by young designers from all over the world. Named after the car, Hotel Fox opened in downtown Copenhagen last April. It’s a regular hotel, and anyone can make a reservation. There are no two identical rooms in it, but the rates are quite affordable. AD CAMPAIGNS Ekaterina Soutchkova. D&AD Awards: a Million Dollar Pencil The Design & Art Directors (D&AD) Awards festival has been dubbed ‘Yellow Pencil’ because it awards its winners giant pencils for prizes. Who were the lucky winners this year? Read about nine of the winners, the ones whose cases we thought were the most illuminating: Levi’s, Renault Modus, RunLondon, The Guardian, TIME Magazine, and some others. Ksenia Buksha. Euro Effie 2005: Creativity Fertilizing the Media The award ceremony for the winners of the Euro Effie ‘2005 ad campaign competition was held at the Plaza Hotel Theatre in downtown Brussels on 29 September 2005. This time, the “agency of the year” title went to Grey Europe (Middle East & Africa), which has amassed the most wins. Adidas: Nothing’s Impossible Mercedes Benz CLS: a Limo as a Tool of Seduction Ariel: Colorful & Elegant Mercedes-Benz: A-Class Patriots Nivea: One Simple Tale… Olympus: Cameras of Color Pampers: Babes of Consequence Audi: the Car’s the Star Canon: Yours for the (Picture) Taking Dove: Looking Great! HLX: Take a Flying Cab! Synoptik: the Older, the Better EXPERT CLUB Maksim Pisarev. Lada Kalina: a New Point in an Old Argument Maksim Pisarev discusses the Lada Kalina commercial. Igor Golubentsev. As Your Live, So You Shall Play Igor Golubentsev discusses Sony Playstation commercials Denis Postupnoi. Chernigovskoe Beer, or Boxing, Politics and Forgotten Marketing Denis Postupnoi discusses the Chernigovskoe Beer commercial. Vitaly Kokoshko. Vadik is Glad, and as Relevant, Enterprising and Debonair as Ever! Vitaly Kokoshko discusses MTS Jeans commercials. COMMENTARY Elena Sukhova. Chip’N’Go chips: Catch ‘em, Chip ‘em, Eat ‘em! For an unknown reason, dark humor rarely occurs in Russian advertising. Unlike their colleagues in the West, Russian ad agencies hardly ever use this tool, but maybe they should change their mind. When the work has talent, the client has guts, and the marketing is dead on target, the chances of success are giddily high. Find out about the ad campaign for Chip’N’Go from the creative director of Almakor, the agency that designed it. |
YES! 5/05
| Advertising Ideas |
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| STRATEGY
Andrei Nadein. Mother: Magicians from Biscuit House Mother is an agency that once shook Britain’s advertising industry. Only now, eight years on, one can truly appreciate Mother’s favorite creative ideas and operating concepts. Our writer met with Mother’s Creative Director Mark Waites in London hear about the agency’s modus operandi straight ‘from the horse’s mouth.’ Ksenia Buksha: The World Wrapped as a Present Landor Associates is an international leader in branding and design consulting, running 20 offices in 16 countries, and listing many ‘blue chips’ like BP, FedEx, Land Rover, Microsoft, Procter & Gamble, Smirnoff and Walker’s Snack Foods among its clients. Landor is a division of Young & Rubicam, Inc., which, in its turn, is a member of WPP Group. But enough genealogy. The best testimony of Landor’s excellence are case studies from its bulging portfolio. CREATIVE CLUB Ksenia Buksha. Hate Something; Change Something Cannes Lions may have to cancel its categories: it no longer makes sense to classify material between TV commercials, ad campaigns and interactive advertising. Moreover, it is no longer clear who the prize should go to: the creator? Art director? Advertiser? Or consumer? In a modern world, advertising is all about teamwork. Statements like ‘the whole world is but a TV commercial’ cannot be too far behind. Read all about Cannes Lions 2005 prize winners. AD STUDIO Andrei Nadein. The Mainsprings of ‘Viral’ Marketing You can always choose whether to pay for your advertising, or make others advertise for you for free. There are ads people hate and ads people love to see. We are talking about a phenomenon known as ‘viral marketing’ or ‘viral awards.’ Let’s look at the driving forces of this phenomenon and its many incarnations. This story will teach you the basics of ‘ad virus’ manufacturing and how these viruses are mailed. Ksenia Buksha. Heroes of Our Commercial Time Where do you go to recruit a star for your commercial? You can find them in the ‘big wide world’ outside, the way they recruited historical characters for the now-classic Imperial Bank commercials, or you can conjure them up for every commercial individually. The author offers her own classification of commercial ‘personae’: ‘advisor,’ ‘maniac,’ ‘savior,’ and so on. Whatever part they play, the characters of TV commercials must always be striking, idiosyncratic and memorable, but most importantly, they must firmly identify with the product. AD CAMPAIGNS Ekaterina Soutchkova. D&AD Awards: a Million Dollar Pencil The Design & Art Directors (D&AD) Awards festival has been dubbed ‘Yellow Pencil’ because it awards its winners giant pencils for prizes. Who were the lucky winners this year? Read about nine of the winning cases, the ones we thought were most illuminating: Levi’s, Renault Modus, RunLondon, The Guardian, TIME Magazine, and some others. EXPERT CLUB Konstantin Platonov. BEERka Beer Nibbles We discuss advertising for BEERka snacks. Yaroslav Kutcherov. BigBon Chips: A Mismatch Made in Hell We discuss advertising for BigBon potato chips. Dmitri Kozlov. TELE 2: Stop Paying and Enjoy We discuss the ad campaign for cellular operator TELE 2. Elena Petrova: T Beer: First Strike We discuss the ad campaign for T beer. COMMENTARY Yuri Davydov. Provocative Marketing: The Dury Go Berserk in Moscow Consumers no longer react to slogans; they are blind to the most colorful billboards and deaf to the loudest jingles. The director and owner of ad holding R&I Group explains what brought him into ‘provocative marketing.’ Eriks Stendzenieks. Thieves vs. ATM Cards While we are on the subject of ‘provocative marketing,’ the Riga, Latvia-based ZOOM! Agency has created a revolutionary new advertising concept for the financial services market with commercials starring pickpockets who give plastic card holders valuable ‘tips’ on how not to let their card get stolen. |
YES! 4/05
| Advertising Ideas |
| IDEAS FOR ADVERTISING 4/2005 |
| STRATEGY
Evgenia Gromova & Marina Gerasimova. Consumer Personalities & Branding The story lets the reader in on an innovative methodology developed by St. Petersburg-based market watcher COMCON that links consumer behavior to human psychology and shows how to position products, services and brands to engage every consumer type at its value level. This methodology has been successfully in action for a few years, representing a new take on branding. Dragoslav Oraev. The Four-Word Definition of “Brand” Amid a multitude of brand definitions, one is hard put to find a single one that is fully operational. Having summed up the gist of existing definitions, the author has come up with his own, original one, consisting of just four words. CREATIVE CLUB Ilya Mirsky. If Your Wish is a Fish… Great Catch at the Kiev Fest A review of winners and jury members’ comments from the Kiev International Advertising Festival. Ekaterina Souchkova & Andrei Nadein. EuroBest: The Spoils of an Online Competition At EuroBest, bids are judged and prizes awarded online. Read 15 case studies from the last festival. Volkswagen Golf: a toy for big boys Stella Artois: the art of charging a premium INPES: defending non-smokers Proximus: chat away SIEMENS: your phone has no time to lose charge Koff beer: the bar is always open Visual Opticians: are you ready for better eyesight? Friends.se: words that hurt ADIDAS: the sports freaks Kilroy Travels: got to make it! The Economist: the best-recognized brand in England GUINNESS: Merry Christmas! Candida dental floss: good culture Robijn Color: a taxi in lieu of washer Yahoo! Found it for you. AD CAMPAIGNS Ilya Mirsky. EFFIE (Germany) winners According to its jury, the latest EFFIE competition has revealed a few disappointing trends such as slashed advertising budgets, reluctance to take risks and, consequently, a propensity to stick to tried and tested methods. But a few creative ad campaigns did make it to the show, after all: eBay: playing with hearts Charmin Bear: a trusted confidante Media Markt: the mother of all go-getters Hornbach: new kings of domestic chores Insurance Alliance: a premium for prosperity Leibniz cookies: mission more than possible E-Plus: synonymous with positive emotion. Ekaterina Souchkova. EFFIE (France) winners The winners of EFFIE France one again treated us to a series of vibrant, memorable and very well structured campaigns. These nine ‘French’ case studies show how a simple idea can be fabulously successful. None of the briefs are more than one phrase long, and some are merely one word. Volkswagen Golf: selling well Ligne Roset: from the human body to furniture Orange: talk more, now McDonald’s: devil’s snare ING Direct: the “orange revolution” in fashion How to make people crave a seat France Galop: now for the race Boursin Cuisine: cooking with a cheese platter Batirenover.com: renovation is just a mouse-click away. Ilya Mirsky. EFFIE (Czech Republic) winners Czech companies have a lot in common with their Russian counterparts, operating in much the same environment: an emerging market, growing consumption, reviving old, traditional brands. The only difference is that the Czechs are more willing to share their marketing achievements, not afraid of being ironic, and really treasure their loyal customers. Rotaflex R Super: warm & quiet Dynamik: free-format insurance ECO-COM: you sort; we process Old Hunter’s: always with you EXPERT CLUB David Avakian. IDALGO: About Wine, Packaging, and Bold Experimenting Discussing IDALGO wine packaging Vladimir Korovkin. Zlatopramen Beer: Four to Bolivar Discussing Zlatopramen beer advertising Oleg Paraliush. Stella Artois Beer: Is there Perfection in Advertising? Discussing Stella Artois advertising Elena Petrova. Beeline: Bye-Bye Comfort; Hello Action Discussing the ad campaign of cellular operator Beeline SECRETS REVEALED Vitaly Ilyinsky. Sorry for the Delay The author lifts the lid off of one of creators’ favorite tricks, called “delay” or “defeated expectation,” displayed every year by Cannes winners, and practiced day-to-day by commercial creators. COMMENTARY Ekaterina Krasnoborodko. Foster’s: New Laws for an Easier Life Before it went on television, the Foster’s ad campaign was launched on the Web, offering new, exciting “Foster’s Laws” to replace the dreary “Laws of Life.” The fresh and witty concept really worked. Discussing the campaign is our psychology editor Elena Petrova. NOTEPAD Marketing and advertising book reviews |
YES! 3/05
| Advertising Ideas |
| Stories in short |
| STRATEGY
Ilya MIRSKIY. A Compendium of Delusions: Ten Russian Advertising Myths Exploded A poll conducted earlier this year by Leo Burnett exposed a number of false myths, having circulation in Russia’s advertising business, about consumers and how they feel about advertising. These myths are grouped under two headlines: “Russians are dumb and simple-minded,” and “Russians are crushed by their dreadful life.” The story looks at the 10 most widespread myths in case studies, exploring their origins and proving them wrong. Andrey NADEIN. How to be Creative in Brand Policymaking For a brand manager or strategic planner, the hardest thing is to transform strategy into a creative product. It’s all too easy for a mundane product like Orbit gum to tout its whitening effect: its strictly tangible positioning clearly shows whether the creative idea matches the strategy or not. But things get tough when the brand appeals to the emotional realm. Here, the creator faces an almost 50/50 chance of “hit” or “miss.” But the worst can happen when the strategists are themselves unsure how they want to present their brand. In this article, the top 9 Russian branding heavyweights share their views and methods. AD CAMPAIGNS Ksenia BUKSHA. Euro EFFIE 2004 winners The prizes go to those campaigns only that have been the most successful in at least three EU countries. The case studies of those campaigns are not to be overlooked: they have a wealth of important lessons to teach. Canon: professionals advertise; amateurs buy Coca-Cola got away again Accenture: hi, I’m your idea! Daz: a soap opera for big-time laundry Dove: more silk than skin Evian: the symbol of youth Magnum: seven deadly sins Volkswagen Polo: a smart little thingy Toyota: all the shades of gray MasterCard: all you can buy Olga VOLKOVA. Peugeot 607: Back to Animal Instincts The French ad agency BETC EURO RSCG always has something fresh and unexpected in store. The article looks at the Peugeot 607 campaign, the prize-winner of New York Festivals, London International Advertising Awards, Mobius Awards, Eurobest è D&AD Awards. CREATIVE CLUB Timofei BOKAREV. Epica Interactive: the Game Strategy Timofei Bokarev is an acclaimed Russian expert on Internet advertising who sat on the jury in the Interactive category of last year’s Epica Awards ‘2004. The article presents the 2004 Epica Awards winners. Ekaterina SOUTCHKOVA. Golden Hammer winners The Golden Hammer advertising festival in Riga, Latvia, became a worldwide highlight last year. Read about 11 success stories from the Golden Hammer ‘2004 portfolio. MTV: made in Romania The Association Against AIDS: use your brain! Veteco: when your dog hits on you Connex: don’t be alone, send an SMS RIMI superstores: free toilet paper Falck Security: Masha & the Bears Golden Gym: tattooed postcards Sazka bookies: bets in real time Diesel beer: men never cry Saku beer: macho the Estonian way Culture Ministry: not required reading Margarita VASILIEVA. The Man Behind the Tripod The Russian photographer Igor Sakharov photographs “manually,” but that’s not the point. Sakharov, who recently taught a master class at a European photography festival in Italy, impressed the international photographic community so much that GITZO, a renowned photographic supplies manufacturer, designed a special tripod named “Igor Sakharov.” The article throws light on some of the techniques practiced by this great advertising photographer. Ksenia BUKSHA. Young Guns: Make Way for the Young! The mission of Young Guns, the international competition for young creators, is to put the spotlight on the up and coming advertising industry leaders. The article shows how the competition works and profiles its most original winners. AD STUDIO Olga VOLKOVA. Marketing that Smells Good Smell is a powerful tool in manipulating human behavior. A recent concept, “fragrant marketing” has gained increasing circulation in the past few years, harnessing olfactory sensations to make advertising more effective. How can fragrances be used in different media? How to choose the right fragrance and avoid alienating the consumer? Read all about it… MEDIA PLANNING Oleg YEVSTAFIEV and Olga IVANOVA. Comparing Media Planning Concepts: Effective Frequency and the Recency Theory Having emerged in the mid-90s, the recency theory revolutionized media planning and deeply divided the professional advertising community. The proponents of “effective frequency” and recency acolytes crossed swords in many a bitter argument over what works best for sales. But, as usual, the truth seems to lie somewhere in between. This article explores both theories, citing examples and matching the results. EXPERT CLUB Andrei AMLINSKIY. The Story of a Failure, or the National Specifics of Advertising Reviewing the advertising for Tsygansky (“Gypsy”) ketchup. Oleg LAPSHIN. The Chipsons: New Street Songs Reviewing the advertising for the Chipsons potato chips. Vlad MAKAROV. Tonus Juice: a Few Handy Tips, or How to Have Your Way Reviewing the ad campaign for Tonus juice. Alexei VEREKETA. Kotex: Red on White Reviewing the ad campaign for Kotex panty liners. NOTEBOOK Book reviews on advertising and marketing |
YES! 2/05
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| About “Advertising Ideas” magazine |
| CREATIVE CLUB
Margarita Vasilieva Epica Awards 2004: As You Draw, So You Shall Live What makes Epica Awards so great? It gives you a bird’s eye view of western advertising, so you can really scope out the goings-on. This year, our western colleagues have come up with lots of animation videos, long texts and tall tales while keeping their costs low. They crammed it all into low-budget formats, but it’s great stuff nonetheless! Read about new trends in modern advertising. ADVERTISING CAMPAIGNS Ekaterina Soutchkova Media Awards: Finalists and Winners The finalists of Media Awards, held as part of Golden Drum 2004, really turned heads this time with their creative choice of new media. Read about how comic books, oranges, odors and messages in a bottle work: 18 stories and each one teaches a lesson. Jacobs: the coffee fan’s Streetcar Named Desire Vzajemci.com: if you want more… Staropramen: follow the yellow line! Sazka: giant benches Caritas: wanna feel retarded? Perfetti Turkey: ever kissed a dog? Caledonian School: what’s the English for it? Head & Shoulders: have you ever seen a heated billboard? If: you found a wallet… Childhood dreams destroyed by landmines AdEaters’ Night in Bratislava Avon: orange peels as advertising medium Pepsi Twist: do interrupt! It’s rude. Red Cross: out with the old stuff! Seznamka.cz: message in a bottle Novy Prostor: blondes keep away! Dr. Treu: advice that begins at the gas station Viagra: the bar is rising… B2B COMMUNICATION Alexey Orlov Business-to-Business Research Orlov, a consultant with COMCON opinion pollster, explains how research can help solve distribution and supply problems. Andrey Nadein B2B Advertising: A World That Makes Its Own Rules We are all into B2B advertising, whether we know it or not. So what can you add to the arsenal you are already using? The author explores a range of B2B communication policies: from direct mail and grapevine telegraph to cups of tea and loyal customer activity. Alla Demidova Corporate Paper Nurtures Loyal Customer The advertising chief of August, a company supplying agricultural pesticides, shares her successful experience of a B2B publication. ADVERTISING WORKSHOP Ksenia Buksha Storyline in Advertising A strong communication takes more than mere knowledge of typical plotlines used in advertising. The copywriter or brand manager may benefit from an alternative take on script writing… Ksenia Buksha Spinning Tall Tales This article is an attempt to bring two worlds together. A review of Hollywood scriptwriter Robert McKee’s celebrated book Story, exploring the principles of building a workable storyline with case studies from hands-on advertising. Andrey Nadein The Story of Polti and Propp Aristotle worked on storylines, which he called “fabulae.” The article explores two systems that were perhaps the greatest influences on the study of story-telling: 36 dramatic situations (George Polti) and 31 character actions (Vladimir Propp). FINAL COUNTDOWN Vitaliy Ilyinsky How to Make a Good Commercial Bad and Good Again The author of this column shows how a strong solution can be devised through the use of two techniques: exaggeration and irony. EXPERT CLUB Alexey Andreev Playing the Devil’s Advocate, or the Brain, the Nuts, the Stomach and Crowd Scenes Discussing Nuts bars commercials. Natalia Smelova Dream Week at IKEA: Free Dreams with Every Purchase Discussing IKEA advertising: “IKEA: Things & Dreams” Alexander Salangin Unchecked Wit Petrosian Style Discussing Skeleton dairy product commercials Dmitriy Makarov That Song was Right: Old Company Goes to a New Place Discussing Tide commercials Andrey Nadein Total Caring, or the Untapped Resource of Russian Advertising Discussing advertisements for Total gas stations COMMENTS Tatiana Chepurna and Alexander Ushkovsky Fighting Competition with a Fire Extinguisher What do beer and fire extinguishers have in common? Switch on your imagination, and you’ll see they were practically made for each other. On a serious note, we think it’s a clever marketing move to launch a short-lived product to put a spotlight on the main brand. Tatiana Chepurna and Alexander Ushkovsky tell the story of Fire Extinguisher beer. |
YES! 1/05
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Ilya MIRSKIY “Brand of the Year/EFFIE 2004”: follow the line! In 2004 the amount of people wanted to get prestigious prizes has increased. There were 284 participants, for 84 campaigns more than the previous year. The bigger the market, the stronger is the desire to measure the marketing muscles of one another. Ilya MIRSKIY “8 vegetables”: a new name on the juice market The brand ‘8 vegetables’ was born literally before our very eyes, declaring ‘Vegetables are drinkable!’ and graciously formed the niche of vegetable juices that hadn’t existed before in Russia. Ilya MIRSKIY Tuborg Green beer: threat for the bottle openers and friend to the youth Way to consumer’s heart lies through the innovation. That’s why Tuborg company released beer with a wonder-cork. This was the beginning of war against bottle openers. Ekaterina SOUTCHKOVA These are the winners and finalists of the Golden Watch competition that was a part of the Golden Drum 2004 festival: Hypo: for luck Amnesty International against violence upon women Centrum.cz: go where they understand you EIM: we are picky! Heyah! – hello from the mobile operator Heyah: fashion campaign Lithuania – the brightest country of the New Europe Oskar: tell what you think Oskar: territory occupation Prigat Activ: extra energy Radio Energy: two thousands stars in the Zurich streets Toyota Avensis: quality experience Snowflakes Vizir – Christmas campaign Ekaterina SOUTCHKOVA Creative Business Idea at brand service CBI (Creative Business Idea) is the creative method of the BETS EURO RSCG agency. This method determines and predicts the main values of the market in connection with the brand’s message. Here you can read several descriptions of the idea: Guinness beer: conquer young people! Hallmark Flowers: don’t hide your feelings Dean’s Milk Chug: drink milk, be healthy! Egg: reality show «Housewives from hell» Room Service: colourful transformation of your house STRATEGY Olga VOLKOVA Personal branding – one more leverage of brand development Not only a company but also a person can become a strong brand. Creation of the personal branding methodology has changed the role of a person in business. You can not only achieve success but become a real brand yourself. MEDIA Natalia VASILIEVA Ads seller: professional level The author has a large experience in presswork, gives lectures and seminars on how to form an advertising selling department in a company. She asks herself a question: what are the features of a successful ads opportunities seller? ADVERTISING WORKSHOP Ksenia BUKSHA, Elena PETROVA Lurzer’s Archive: vectors of the advertising photography An exciting book with lots of pictures “200 Best Ad Photographers worldwide” published by the Lurzer’s Archive magazine used as a base to analyze vectors of the modern advertising photography. Andrey NADEIN Painted money There is a means that helps to decrease advertising spends and simplify the communication with the customers. This is a drawing: “To built a house is easy – just paint and live in”. EXPERT CLUB Sergey ZUEV “Ovip Lokos”: effective textual method Analysis of the Sokol beer advertising. Andrey AMLINSKIY National pride with a vile energy Analysis of the Smirnov vodka advertising with the slogan “Russian character”. Kirill SMIRNOV Safe position in advertising is dangerous Analysis of two advertising campaigns for VneshTorgBank and ImpeksBank. Konstantin SHIPOV “White Bear” – from beer alcoholics to cute bears White Bear beer advertising analysis. FINAL COUNTDOWN Vitaliy ILINSKIY Idea lights windows Using the example of self-advertising of the agency from Dnepropetrovsk, the author shows how to strengthen a successful decision. CAP AND CROWN Ludmila BOGOMOLOVA Desire reconstruction It is rather ungrateful to analyze the usage of sexual motives in advertising since everybody knows that sex will never harm the sales. But still let’s try to do it on the advertisements for alcoholic beer drinks Redd’s (Real natural pleasure) and Tekiza (It’s not sex but love). COMMENTS Peter POPELUSHKO, Igor ZUKEVICH “MTC”: how to gain loyalty in one day The authors used advertising aikido: the action cost nearly nothing achieving the enormous effect. The game ‘find your part’ attracted all the young people in Minsk. Elena Petrova, the psychological editor of the magazine, comments on the campaign. |
YES! 5/04
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ADVERTISING CAMPAIGNS IPA Effectiveness Awards – is an exhibition of ideas with commercial power. Institute of the practitioners of advertising is holding the contest for more than twenty years. The participants should show that their advertising campaign is a profitable investment. One serious alternation was made in 2004 – not only IPA members could take part in the competition but all comers. You’ll find the most interesting campaigns in the magazine: Campaign against smoking: cigarettes with fat Direct Line: nice red phone The Guardian: stout nonconformists Honda – faithful friend, variation for 85 details Bounty napkins for strong housemaids Lynx pulse: dancing stuff Police is the thing you were dreaming about Refined tempter Virgin Mobile Volkswagen 150 bhp Golf GTI: don’t forget it’s a diesel Energy breakfasts Weetabix Elena PETROVA. Apollo: an effective intrigue An intrigue was developing in the informational background of the Latvian capital for about a month. Everybody knew that on the 31st October something would happen… At the appointed time in the middle of the day the most popular Riga’s Internet portal collapsed. In several minutes it reappeared in a new edition safe and sound. This was a bit of a shock for the users and the beginning of the repositioning campaign for the brand Apollo German EFFIE German market is fatigued. Nevertheless Germans don’t stop to take interesting marketing decisions. This year’s winners are those who used daring means of communication. Find the most interesting campaigns: Beer Krombacher: African forest’s guard Financial Times in Germany: learn what is going to be important Ìådia Markt: sly cowboy against high prices Ketchup Heinz: spicy feast inside your mouth Mobile O2: the power of name Bank Deca: granting of wishes GQ: magazine for real gentlemen CREATIVE CLUB Andrey NADEIN. Adpack: wrapped creativity Is there a chance of making simple technology for advertising creation? Once decided that the mystery of creation is incomprehensible we are still searching for an instrument that can help people to stir creative skills up. Adpack – creative cards pack invented by Rudy Labordus from Australia. Ekaterina SOUTCHKOVA, Andrey NADEIN. Eleventh Golden Drum: media is ahead Festival report: a detailed story about the lectures and workshops, analysis of the festival works and tendencies. The main tendency is striving of the creativity towards invention of new media. STRATEGY Vladimir VAINER. “Index Brand”: who is the most cause-related here? The first Russian festival of the effective cause-related and marketing campaigns took place in 2004. All the winners demonstrated one principle: let’s help people together! You’ll find two useful stories: MTS: SMS is the most mobile sponsorship Rosbank: And I’ll give my five kopeks PUBLIC RELATIONS Vladimir LENSHIN. Fish shaped like a rabbit or Party totally improved What do you need to make party a success? Budget is not decisive. You can spend modestly and make it overwhelmingly brilliant. Or spend huge sums and your guests will be bored, tired and anxious to leave. People are willing not to eat and drink but to feel festive atmosphere. The author of the article reveals the secrets of its creation. SERTSEGLAZ Erics STENDZENIEKS. My late night story What is creativity and how to find your own way? An essay by the creative director of the Piga’s agency Zoom! FINAL COUNTDOWN Vitaliy ILINSKIY. Perfection formula By the example of a press advertisement the author showed how to correct mistakes in the ad decisions, how to reinforce good decisions and how to extract methods and formulas from successful decisions that the creators themselves haven’t taken into account CAP AND CROWN Ludmila BOGOMOLOVA. Creativity – purpose or medium? What is creativity? And why do people idealize it? Especially the ones who work in the advertising agencies. Maybe, these discussions are a bit worn out, but still each year there are new materials that can’t be left without any notice. The author analyses typical advertisers’ mistakes. COMMENTS Ilya OLENEV, Alexander SALANGIN. Sokol beer or new heroes of alternative culture Advertising campaign for the beer Sokol was discussed among the professionals a lot. It is interesting for its new concept. Elena Petrova comments on it suggesting that we should understand the mechanics of the process MEDIAPLANNING Mahira KARIMOVA. Media strategy of a new brand promotion Media strategy is a complex of events held by mass media to achieve communicational goals of the advertising campaign. Media strategy creation, what is it? What models do we have? How to create a media plan for a new brand? NOTEBOOK Reviews on books about advertising and marketing |
YES! 4/04
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RESEARCH Eugenia GROMOVA, Marina GERASIMOVA. Psychological portrait of the citizens in Moscow and St Petersburg The marketing data of the research company COMCON-SPb that were gathered in Moscow and St Petersburg allowed to produce psychological portraits of citizens in these two cities. The article would be useful to brand-managers and marketers. FAT-FREE AGENCIES Ekaterina SOUTCHKOVA. Lamtar – pioneer among fat-free agencies The agency Lamtar guided by Philippe Boutie was founded in 1996 and has declared its low-calorie content at once: “We are a fat-free agency, only creativity and no wasted money!” It is interesting to see how this small agency managed to gain big clients. Yulia BURLAKOVA. Bob Helsinki – advertising punks from Finland Philosophic manifesto of this agency begins with the words “what, if?’ and it behaves bold and independent in all the situations indeed. This small agency under the name Bob is the center of creative brains of our northern neighbours. The article introduces their creative ideas and some case studies. Ilya MIRSKIY. Open!Design: third way of development Open!Design is a successful creative laboratory in Moscow. There are two persons in its head – Sergei Kuzhavsky and Stas Jitzky. Instead of becoming a large agency they created two innovative ways of development: marketing consultancy and product design. Ilya MIRSKIY. “Marinin&Dolgoborodov” want to become center of attraction This creative small agency wishes to become center of attraction for all the other small and proud studios in order to create a large holding that can compete with network giants. Ilya MIRSKIY. Great reduces tension St Petersburg advertising agency Great has its own unique style. The agency is really good at metaphoric language and its works are always witty, ironical and up-to-date, bringing the social tensions reduction. ADVERTISING CAMPAIGNS Vladimir ZABAVSKIY. EFFIE – mirror of advertising This is an interview with the heads of the American EFFIE. The interlocutors are: the president Bruce Mayers, PR representative Mary Churchill and the assistant of the executive director of the American marketing association Eric Stoppenbah. What is it American EFFIE today? How does it reflect the latest market tendencies? The article gives answers to these questions. Yulia BURLAKOVA. Best American EFFIE campaigns There are four best campaigns that we considered really interesting. Among them are: Boost Mobile (teenage brand of cellular network), Michelob Ultra (beer that is being promoted in a new segment for the Russian market – “low-carbohydrate beer”), Hammer (a touching advertising for a big car). Yulia BURLAKOVA. Polish and Czech Effie campaigns The editorial of the magazine helps the readers to get acquainted with the advertising experience of the nearest neighbors: Poland and Czech. Among the Czech brands are Hellman’s Yofresh, Tiramisu Vitana and Kit Kat and Polish campaigns are for Debowe Mocne, Lukas Bank, Crunchips and Toyota Corolla. CREATIVE CLUB Andrey NADEIN. Cannes Lions: global market of agencies Last Cannes Lions results analytic review. The article covers the main tendencies that were highlighted during the festival. Prominent clients’ interest towards creativity has increased. The strongest advertisements not only promote brands but mould their relationships with the customers. The author of the article also invites the readers to penetrate into the treasury of the advertising methods and unveil the sources of bright ideas. COMMENTS Oleg OTCHEPKOV, Sergey ARKADIEV How the brand “Teplov and Suhov” filled the market with emotions The creators of a b2b campaign tell how they transformed their old and boring brand into a vivid and human one. This helped to raise the sales of the client and to destroy stereotypes of b2b communications of a construction firm. |
YES! 3/04
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Yulia BURLAKOVA. Winners of the EURO EFFIE festival In the magazine you’ll find case studies of the four most effective campaigns according to the Euro Effie 2003 jury. The brands are the following: Doritos, Durex, Absolut, Free Lander. ADVERTISING WORKSHOP Margarita VASILIEVA. Media innovation New media is a very progressive kind of brand communication, because it gives us an opportunity to get more effect for less money. How to create a new media? There are four main methods: game around the area of consumers living, game around consumers’ slang, game around brand features and creation of visual aids around the product. Svetlana OLOVYANNIKOVA. Company Askod: to innovate with the common sense Marketing director of the company selling computers tells about the main strategy of her firm. The main point is “common sense”. The ideas are the following: “It is much more difficult to form the market than to sell it”, “We’ve got the opportunity to hear our customers directly and not through the marketing reports”. It sounds clear and sensible. CREACTIVE CLUB Ilya MIRSKIY. “Idea!2004”: on the way to new forms This is a report of our correspondent from the Russian advertising festival “Idea”. The festival was renewed, it has changed its place (now it is held in Sochi) and the choice of a scandalous Grand Prix intrigued the participants of this year’s competition. PACKAGE Andrey NADEIN, Ilya MIRSKIY. Innovation or how to destroy borders in packaging What is an innovation? First, it’s a strategic idea that leads the company onto a new level of its development, creating new market categories. How to achieve this strategic idea then? Are there any methods that push you ahead? These are the questions on which the authors try to answer in the article which is devoted to the innovation pachage. NOTEBOOK And now a few words from Bob Garfield Bob Garfield is a famous advertising critic, essayist and journalist. For many years he is working as a columnist in the Advertising Age weekly. He criticizes and praises modern advertising. Besides, he is sure that his judgments are always true to life and this made him a scandalous and frightening person in the world of marketing. His book “And now a few words from me” gathered his thoughts about the advertising process in the last years RESEARCH COMCON: how to test a positioning concept The researchers from Comcon tell the readers how to test concepts of brand positioning using quantitative and qualitative methods. It is important that the article gives advice on how to write textual concepts of positioning. Andrey NADEIN. NeedScope always guides your brand’s face If marketing is just satisfying needs, why is it so hard to get it right? Because the needs that really drive consumers are deeply routed and so hidden, that often the consumer can’t even recognise them. The world's most successful brands have one thing in common – a strong relationship with their consumers. The key to developing a strong brand lies in its ability to identify and satisfy consumer’s needs. The NeedScope System method helps in this work. Ilya GAMOV. Strategy of leadership for FMCG campaigns Brand-manager of a large Russian company gives a detailed analysis of the most successful strategy for an FMCG brand, that is willing to be a leader. SOCIAL BRANDING Yuliya BURLAKOVA. Social leverages in branding Brand managers are struggling in search of strong positioning. The author tells how the usage of social motives that are important to your target group help brands to become good friends to their consumers. And defeat their competitors on the market. COMMENTS Sergey LOBANOV. The bank “UralSib: financial vitamins’ benefit The author is a practitioner who is in charge of the PR department in one of the Russian largest banks. The article tells how an innovative and bold idea to create fruit mini-offices helped the bank to promote its services. Dmitriy MAKAROV. InterStep: accurate ideas and pure metaphors The creator of the advertising campaign for mobile phone accessories tells how a metaphor helped to revive the brand of this specific product. Denis POSTUPNOY. “Vormil”: find a living thing inside yourself The creator of the campaign for a delicate medicine that cures and prevents intestinal worms explains how the agency managed to overcome inferiority complex of the population and problems with the product’s placement. Instead of a boring advertising they created a really interesting site, a game, an interactive advertising in the subway and many other things. |
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