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 Advertising Ideas


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Branding

Advertising Ideas
'Advertising Ideas' magazine it's the essential quarterly for advertising and marketing professionals
It's been published since 1996. 'Advertising Ideas' is devoted to developments in branding and creativity. The publication focus is centered on creative trends in brand building and the search for new ideas in advertising.
The magazine also includes international and Russian case studies and information on the Russian market. Authors of the magazine mostly Russian and foreign analysts and experts.
It's possible to find brief contents of the 1999-2002 issues in English.
'Advertising Ideas' has a current print run of 2000 copies offering 136 full color pages 4 times a year.
Subscription rate is 99 USD. The magazine is available only through subscription.
Region: CIS (Russia, Ukraine, Belorussia, etc.).
'Advertising Ideas' is member of the 'Epica Awards' Jury, official partner of the 'Best Brand /EFFIE' competition.

Post address: "Advertising Ideas", post box 63, Saint-Petersburg, 191025, Russia
Phone/fax: (+7-812)273-9710, 273-9678.

Andrey Nadein
editor-in-chief
nadein@paprika.ru

Margarita Vasilieva,
creative editor
margarita@paprika.ru

Julia Burlakova,
editor of the international departament
burla@paprika.ru

Olga Uglova,
subscription and advertising
olga@paprika.ru



Advertising Ideas
'Advertising Ideas' magazine it's the essential quarterly for advertising and marketing professionals
It's been published since 1996. 'Advertising Ideas' is devoted to developments in branding and creativity. The publication focus is centered on creative trends in brand building and the search for new ideas in advertising.
The magazine also includes international and Russian case studies and information on the Russian market. Authors of the magazine mostly Russian and foreign analysts and experts.
It's possible to find brief contents of the 1999-2002 issues in English.
'Advertising Ideas' has a current print run of 2000 copies offering 136 full color pages 4 times a year.
Subscription rate is 99 USD. The magazine is available only through subscription.
Region: CIS (Russia, Ukraine, Belorussia, etc.).
'Advertising Ideas' is member of the 'Epica Awards' Jury, official partner of the 'Best Brand /EFFIE' competition.

Post address: "Advertising Ideas", post box 63, Saint-Petersburg, 191025, Russia
Phone/fax: (+7-812)273-9710, 273-9678.

Andrey Nadein
editor-in-chief
mail@paprika.ru

Margarita Vasilieva,
creative editor
mail@paprika.ru

Julia Burlakova,
editor of the international departament
burla@paprika.ru

Olga Uglova,
subscription and advertising
olga@paprika.ru



Advertising Ideas
Main articles abstracts
BRANDING

Philippe Alexandrov
bloody episodes of Russian brandbuilding

Here they are: informational (favorite modulus for any case), shocking (jokes and taboo transgressions), sexual, borrowed film images, film directors ( the commercial is short by a well-known person), self-made (the advertising is created by the advertiser himself).

Evgeniya Gromova, Marina Gerasimova
The experience of using the Brand Sight Gallery method

Often the respondents answer the direct questions insincerely, they are led by social norms. According to the Brand Sight Gallery method they choose pictures that match the brand. This helps to see the real relation to the brand. As an example the authors take the juice market in Russia.

BEST BRAND / EFFIE

How to make a good application for the Brand of the Year\EFFIE?

As the Russian and European practice shows, the chance for winning Brand of the Year\EFFIE seriously depends on the knowledge of giving information about the brand marketing promotion. The article gives recommendations for filling up the application forms for the contest organization, the jury members and the winners.

Ketchup Picador shows a way to win mans heart

As an example of good application the description of advertising campaign for ketchup Picador. It is has been really well-done and it influenced the jury helping to receive the prestigious award first at the Brand of the Year\EFFIE contest.

Elena Vasilieva (Petrosoyuz) : We fit the international experience to the Russian reality

The brands portfolio of Petrosoyuz includes: ketchups Khan and Picador, soft butter From a farm, series of other products: Housewifes dream and My family. Practically all the brands are the leaders in their fields. The marketing director of the company Petrosoyuz tells about their marketing strategy.

ADVERTISING CAMPAIGNS

EFFIE the most prestigious advertising contest in Czech

These are the presentations of some advertising campaigns which became winners at the Czech EFFIE in 2001:

VOLVO S/V 40: standard outfit for the same money
Majordomus: emotionally about serious
Peugeot: 7 days a year
Go: charged in a cash machine


EFFIE France 2001: sensible effectivness

Works-winners are gracious, sexual and full of humour. In general, they serve to support and renew the image of stable brands:

Decathlon: escape from braking
Nestle: dessert struggle for sweet life
Spontex: AC/DC gloves
Peugeot 206 : cabriolet-coupe a toy-car
Hextril: headache of tooth mixture
Le Parisien: the younger the reader the richer the newspaper
ING Direct: orange contra advertising has explained the service
Scoot: scout jokes as an advertising argument
TGV: super speedy trains in a rush for the market


German EFFIE 2001: the market belongs to those who think in a new way

In the stories of German EFFIE emotions are also prevailing: advertising of ice-cream, coffee, cars, travel agencies and newspapers the winners which destroy the myth of pragmatic Germans who are not elegant in advertising.

It's time to confess, Cremissimo!
Coffee "Melitta": Big feelings suit a big brand
Smart: Big advertising for a small car
VWSharan : For family values
TUI: Youve deserved it!
DIE WELT: The world belongs to those who think in a new way


COMMENTS

How small Toro-Pyshky made grown-ups cry of joy

After the beginning of a national campaign this commercials have become favorites of the public and now you can here the quotations from them in the streets. The brand name is a word-game of pyshka (doughnut) and a person in a hurry. The advertising was made in an ironical style with a slogan : Peace, Friendship, Toro-Pyshky which is a copywriter joke.

How Lickspittle, Pig-headed, Greedy pers and Sneak have eaten a share of the ice-cream market

It has turned out that the customers were waiting for all these bad characters. Both children and adults. And this campaign with a new brand My friends has satisfied the necessity. The psychological editor of the magazine Elena Petrova comments on this situation.

CREATIVE CLUB

Margarita Vasilieva
Cannes Lions summon to play the life is so short!

This year the Cannes festival was marked by game advertising and absence of text in the works-winners. The author is for the first tendency and against the second. Advertising without a text is more international and amusing but it fulfills its main task worse it promotes the brand worse. Because the main energy of brand is a word, its the vehicle of individuality. The reason of the absence of Russian works the author explains by the lack of informational culture.

Philippe Alexandrov Emotional tone of the articles creatiff.ru from the non-indifferent writers

Creatiff.ru is the most popular advertising forum in Russia, its a kind of expert council where most of the noticeable Russian advertising campaigns are judged upon.

ADVERTISING WORKSHOP

Olga Guseva
Automobile advertising the mirror of soul

Automobiles are wonderful products for advertisers. The consumers put so many emotions in them that it is not necessary to invent something, you should only look carefully and see what is going on inside the customers. The author invites to go through the motivations and emotions in the automobile advertising presented on the pages of American magazines.

Georgiy Minaev
Russian consumer as a fence

The article is about advertising typical for the post-soviet Russia in which the customers motivation is based on the desire to find profit at somebody elses expense. In such actions the customer is a cunning pers who has cheated the seller or another customer.

LAW

Vadim Uskov
Marketing wars by the lawyers hands

Most of Russian brand-wars are led with the help of brand-virus. Its like influenza virus which is able to gain weight out of advertising budgets of the competitors. The author gives an example of a specific multi-virus the tooth paste Cedar balm which has used the achievements of its three previous competitors and has occupied a niche on the market due to its strong strategy.

MEDIAPLANNING

Gallup media
The TV audience in Moscow and St.Petersburg

Comcon
The press audience in Moscow and St.Petersburg

Comcon
The radio audience in Moscow and St.Petersburg

NOTEBOOK

Reviews on books on advertising and marketing


Advertising Ideas
Main articles abstracts
BRANDING

Andrey Nadein
Interbrand: how to create the key factors of a brand

A first hand story about branding from Interbrand, the largest brand-consulting company in the world and also about rating formation of The 100 Top Brands published annually in Business Week.

Tony Allen: You cant predict future, you can create it

An interview with the head of Londons department of Interbrand

Stories about Interbrand works:

Ketchup EZ Squirt has raised the sales of the whole company off-hand
3 Com: dialectics of success
Maya Angelou Life Mosaic: poesy as a part of the product
BMW: Driving Excellence
Toothpaste Crest has become more noticeable
Branding for Not-For-Profit


Andrey Nadein
Pret A Manger: the dinner is ready!

Brand Pret A Manger evokes admiration. It combines a passion for good meals, hardworking personal and a high trust of the consumers. Pret A Manger is one of the heroes of the book Uncommon Practice, published by Interbrand

Margarita Vasilieva
Is it far from Tallinn? Estonia wants to become a brand

To make a brand out of a new product is a difficult task, but traditional. However to make a brand out of a country is rather an unusual thing! The British office of consulting company Interbrand should be proud of its new work the project of a new attractive image of Estonia.

Margarita Vasilieva
LEK is a blue giant of St. Petersburg

A story of color usage in the creation of a strong brand individuality for the construction corporation.

Michail Dymshiz, Michail Riymin
Cedar balm: effective simplicity

It took an unknown toothpaste only several years to become one of the most popular on the Russian market and to leave behind some of their really famous competitors. The turning point in the brand development was a trivial establishment of the premium price for the product.

SOCIAL BRANDING

Yulia Burlakova
To be kind is profitable even in Russia

This is a story about the first appearance of social branding in Russia. The author gives three reasons why social branding is possible in our country: we consider ourselves a spiritual nation, there is an informational hunger for positive events in the country, middle class is becoming stronger, brands could substitute religious blanks. The author also gives advice how to built a program of social marketing.

Yulia Burlakova
Vinnap: lets shock the competitors with a motor race

Even on a high competitive beer market social activity of the brand is able to raise the sales and give powerful publicity. This is a story of the beer brand Comrade Bender in Novosibirsk.

Margarita Vasilieva
We say brand but mean mission!

Brands with mission give confidence to people. The process of creating a mission is the following: going from the particular to the general we reveal the true reasons of crazy ideas and strange purchases. The article explains how to find a principle to distinguish a real mission from a fake made under the fashion pressure. This is the principle of social transmission. It was used as a base to create a new mission for Pentax authors work.

MANAGEMENT

Gleb Arhangelskiy
From consumers satisfaction to values realization

The article is addressed to those who are tired of insane race for a selfish, unpredictable, willful creature the onsumer. The author explains that property men understand their own values better and better use them in the firm organizational structure.

BEST BRAND/ EFFIE 2002

Ilya Mirskiy
Telephones Samsung: expensive pleasure as a lifestyle

Case study about the winner of the contest Best Brand/ EFFIE 2002.

CREATIVE CLUB

Ilya Mirskiy
Moscow Festival 2002: if there is no big idea, it should be invented

Survey of the events and winners at the 12th Moscow International Advertising Festival

Andrey Nadein
Golden Drum festival of ideas, stars and friendship

A report from the festival and also analysis of the works-winners. The works from the Eastern Europe show how to escape the most common advertising methods.

ADVERTISING COMPAIGNS

Campaigns-winners at the Golden Watch competition, which takes place during the Golden Drum festival:

XNET: on television through the budgets eye
Electro World: wait a minute, here comes a toast!
Mdecines Sans Frontires: we also need branding
Mobitel: Kolja in a hurricane of news
You Are What You Wear: Czechs against fakes
Carlov bridge: begging beautifully for money
Costa Crociere: strive for cruise addiction!
IKEA catalogue inspiration with a delivery
Internet in Slovakia: filling in the gaps


COMMENTS

Oleg Otshepkov, Georgiy Konyaev
How to do well to your friend

Elena Petrova, magazines editor of psychology, comments on the advertising campaign of an automobile shop. The main conclusion is that the car fellowship is infantile in Russia and it could be a good starting point for advertising.

ADVERTISING WORKSHOP

Ilya Mirskiy
The object of adoration or the super task of childrens advertising

Kids love animated characters like M&Ms or rabbit Quicky; older children prefer games, teenagers react to commercials with a bit older and cooler guys. The article gives a technological recipe of how to create advertising for children, based on the different brand-managers opinions.

Oleg Smirnov
A decent man needs card index

The author tells how to use a card index in your creative work.

Advertising Ideas
Creative club
CREATIVE CLUB

Margarita VASILIEVA
Epica Awards 2002: North against South
The Epica Awards shows the European advertising passions. This time we see a great difference between northern and southern creativity and a real enthusiasm towards parody: advertising makes parody on advertising! But on the whole the campaigns are peaceful, there are no bloody and disgusting examples, only funny, effective and also advertising series. Epica has proved once again that winners should have distinct message and a strong metaphor inside.

Yulia BURLAKOVA
ACT: advertisers against discrimination
The world is unfortunately unbalanced and there are always subjects for social, non-commercial advertising. This time ACT (Advertising Community Together) has taken the slogan Stop Discrimination, Promote Tolerance! Agencies from thirty different countries took part in the action. And all the works are worth of your attention.

Andrey NADEIN
Open agency BETC Euro RSCG

In 2001 it was chosen The best French agency and The agency of the Year on the worlds scale. Every campaign made by BETC Euro RSCG is an example of creative decisions not only in the sphere of marketing but in the sphere of business as well. In the issue of the magazine youll read about some of the case studies belonging to this agency.

ADVERTISING CAMPAIGNS

Effie France 2002: reliable effectiveness
Bright colors, emotions and original ideas are the traditional features of advertising campaign-winners of this contest. This is explained by temper of participants and the festival requirements. The prize is presented only to those who could prove its success with the most reliable means. Grand-prix was given to the Yellow Pages which have done a great work of brand motivation. In the magazine you can find eight case studies of the works winners of Effie France 2002.

BEST BRAND / EFFIE

Ilya MIRSKIY
Tri Bogatyria: strength of marketing muscles
The main appeal to the consumers of the beer Tri bogatyria (Three athletes) is helping friends to meet so that all the problems go away. This idea is reflected in the slogan Together we are the power. At the moment the main subject of the campaign is hokey sponsoring of the Professional Hokey League and the Russian Hokey Federation.

COMMENTS

Restaurant Tinkoff: beer overturn in Novosibirsk

Wait for a beer overturn was the slogan in the beginning of a dimensioned advertising campaign devoted to a new restaurant Tinkoff in Novosibirsk. And the overturn took place in the streets with show-programmes, parades, historical personages and a scandal. As a result the restaurant gained fame.
Nuts: a reliable means to be friendly with Brains
The heroes of the campaign are parody personages: Brain and the chocolate bar Nut. These are funny young people. Absurdity of situations is only making good to the product and the spectator memorizes the main thing the brand and its basic idea.

WORKSHOP

Margarita VASILIEVA
Mysteries of conceptual names
In the Tarkovskys movie The Stalker the Zone fulfils the real desires of men and not the ones they thought real. The process of choosing the name is very close to a visit into the mystery room the real desires of business men appear here. What does he have on his mind: brand construction, a wish to distinguish from the others or to slip through the crowd?

Vadim USKOV
Search or buy?
This is the question in the course of new brandnames. Because there are some spheres (bakery, for example) where all the names are practically registered. And the clients are ready to pay for an already registered name. Another reason is lack of time when the name is needed very quickly. So, the names market looks like a substitute purchase but it is more ethical than the actions of the patentee racket.

Valentin PERTSIA
Franchising in branding or how to create base of the coming success
There are two sides of this process: when borrowing a name or business-system and the opposite one, when ranting the right of taking somebody elses business and paying the royalties. The author presents the schemes of brand work while franchising and gives advice how to make it successful.

Vitaliy ILINSKY
Mate in three steps or How to solve multi-step advertising task
Everybody heard that it is possible to make an advantage of disadvantage but not all of us know the means. But there are methods! And one of the most important is the ability to divide the task and to fulfill it in stages.

Anton KALABIN
Director and Consultant: the experience of joined cooperation
It is clear that the most effective decisions are usually powerful and go out of standards. Thats why the director invites a consultant and tries to see and feel the whole creative process himself.

NOTEBOOK

Andrey NADEIN
Beyond Disruption mind overturning book
The material consists of two parts: the interview with the author of the book J-M Dru and the detailed review of his famous book Beyond Disruption. J-M Dru: A brand is a living business idea and is defined through behavior. Today, everything a company does is branding. It is the cohesive force of an organization. This idea was proved by a number of works in different parts of the world where the agency TBWA creates.
You can read reviews on some Russian books on advertising and marketing as well.


Advertising Ideas
About Advertising Ideas magazine
'Advertising Ideas' magazine it's the essential bimonthly for advertising and marketing professionals
It's been published since 1996. 'Advertising Ideas' is devoted to developments in branding and creativity. The publication focus is centered on creative trends in brand building and the search for new ideas in advertising. The magazine also includes international and Russian case studies and information on the Russian market. Authors of the magazine mostly Russian and foreign analysts and experts. It's possible to find brief contents of the 1999-2006 issues in English. 'Advertising Ideas' has a current print run of 2000 copies offering 120 full color pages 6 times a year. Subscription rate is 155 USD. The magazine is available only through subscription. Region: CIS (Russia, Ukraine, Belorussia, etc.). 'Advertising Ideas' is member of the 'Epica Awards' Jury, official media partner of the 'Euro EFFIE' competition.

Post address: "Advertising Ideas", post box 65, Saint-Petersburg, 191040, Russia Phone/fax: (+7-812)273-9710, 273-9678.

Andrey Nadein editor-in-chief
an(at)paprika.ru

Margarita Vasilieva, creative editor
rita(at)paprika.ru

Olga Uglova, subscription and advertising
olga(at)paprika.ru

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