All Posts in advertising

November 11, 2016

Cause2Create X YCC X Creative Conscience | Live Brief

We've teamed up with Cause2Create and Creative Conscience to bring you a brief that really could make a difference in the world.

The brief is come up with solutions that connect refugees, this could be connecting them in camps, into where they arrive or to their families back home. The brief is open to you solutions whether they're product, advertising, a platform, anything! The only must is that they're feasible to produce, there's no big budget here. Think grassroots, partnerships things you might be able to do yourself with a bit of backing.

Head over to //www.creative-conscience.org.uk/briefs/ to read the full brief and get thinking!

 

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October 7, 2016

Ad-ventures Abroad | Shanghai

This story ends on a Chinese woman’s mantlepiece. It begins in John Hegarty’s office. As months go, August 2014 was a pretty bitching month. After a 10 month placement, Callum and I were given permanent jobs at BBH London. Two weeks later, they shipped us to the China office for a big pitch.

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September 29, 2016

Ad-ventures Abroad | Vilnius

It’s 1pm just outside of Minsk, Belarus. Its lunchtime and we’ve got Baloney and Potato soup, served kindly by the Babushka, who doesn't speak a word of English. We’re shooting in a plane hanger for our first TV ad for velcom, a Belarusian telecommunications company. Me and my copywriting partner have taken the train from Vilnius to Minsk to work on a campaign during our second month of a 1 year stint at DDB Vilnius, in Lithuania. Don’t worry, I’ve googled it so you don’t have to:

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September 27, 2016

Ad-ventures Abroad | NYC & London

I sat in one of the Miami Ad School NY's classrooms overlooking Brooklyn Bridge when I received an email from AKQA London inviting me to join them for a 3 month internship. I jumped up and called my family in Germany, making stupid remarks like “London calling!” - I couldn’t hold my excitement. I should have known back then that it wouldn’t be the last time I’d say those words. Surely enough, one month later (2014) I moved to London and fled the big apple just before a huge snow storm hit the East Coast. 

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September 23, 2016

#CSPresents Agency 20/20

The YCC sent Fernanda Gasparin and Alejo Sassano (Creative team @ TJX Europe.) to the latest #CSPresents event, here's what they had to say!

We went to the ‘Agency 2020’ talks hosted at DigitasLBi thinking about the distant future. And then we realised… 2020 is only 4 years away! We were interested in knowing what the actual and future scenarios were for the agencies, and also excited to see all the speakers:

Ed Warren, Creative Partner, Creature. @creature_ed

Shanice Mears, Culture Executive, Iris Worldwide. @shannieloves

Brian Cooper, CCO, Oliver Group, ECD, Dare. @_briancooper

Liz Jones, CEO, B2B Dentsu Aegis Network and Exec Sponsor of Diversity & Inclusion.

Sam Conniff, Joint CEO, Co-Founder and Chief Purpose Officer, Livity. @samconniff

Ed opened the event talking about what will change. He did it by mentioning 5 assumptions that will die by 2020. They were: 1- Advertising agencies only make ads, 2- We’re in the business of selling time, 3- Our job is to write the work, 4- The creative team is two people with a book of ideas, and 5- Media and creative are separate businesses.

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Then it was Shanice’s turn. Her talk was from the perspective of someone who is now part of the change. She defined herself as a new type of employee as she has a ‘new’ kind of role, one you don’t find in traditional agencies. Her views about 2020 was that some brands are already preparing for the future, adapting to the DIY culture and starting to give some space to the non-mainstream scenario. She also commented on how she sees work will be in the future: refreshed teams, younger workers, hierarchies will dissolved and work culture will tilt towards the employee.

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Brian then continued the talk with an interesting insight. He compared agencies to Marshal Haig, an army officer who didn’t want to adapt and attempted to fight WWII with WWI ways, ignoring the technological advances that occurred during 20-something years. He then added what were the factors that are putting this changes in motion: speed of business, economics (being faster and cheaper), and ad literacy (now clients can come up with ideas too).

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Liz then shared her thoughts on how to be the change. She introduced the new Dentsu Aegis Agency: fortysix. It was born out of 3 needs: to win in a changing digital economy, to be a force for good and to be a Jedi (all Jedis look different but are after the same goals while enemies all look the same).

Sam then concluded the talks by creating a conversation around how agencies and brands need to be reactive and how they need to write the future (through an interesting comparison with pirates). He also shared the challenges that agencies are facing, but then added that there are a lot of interesting changes that will happen: business models, customers, talent, leaders and markets are changing.

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The event was finished with a brief Q&A. We left the talks with a lot to think about, and excitement for what will come (by 2020). We also would like to chip in the conversation about the different topics that were discussed. As we said before, 2020 looks like the distant future, but it’s only 4 years away. Will already established agencies be able to change in such a short amount of time? How did they manage to change before? How can we -as ad people- contribute to end the assumptions that the ad world carry nowadays? It is our job to assume responsibilities and be active.

Because as we already know, the world keeps spinning. And changing.

Fernanda Gasparin and Alejo Sassano. Creative team @ TJX Europe.

www.aleandfer.com

June 23, 2016

Cannt Be Replaced | Day 3

Here's the wrap up from day 3!

Tom & James – Wunderman

Day 2 + 3 (because we were naughty yesterday and didn’t submit an entry): We had a hectic day. Presented initial ideas at our first ‘creative review’ and ended up having to ditch most of them. We consoled ourselves with falafel over lunch. Spent the rest of the day reworking the others – then it was off to the Cannt Be Replaced Speed Crit…

Today has been a little calmer. Developing the chosen ideas from yesterday further and getting stuck into a portfolio crit with one of the CDs. So far so good!

Max - CHI & Partners

After half the day working at (what at least already feels like) my desk I got the chance to join Will, a copywriter at CHI, doing some life writing for the Euros at a clients office. That basically meant sitting on the 12th floor next the the thames, watching the games and coming up with hilarious stupid puns. Iceland made my day.

Sylvs & Aims @sylvsaims - GREY

We started day 3 with a brilliant briefing from the lovely Vicki Maguire and the McVities team which was made even better by the constant supply of products (you really can't beat a chocolate digestive.) After demolishing nearly an entire packet of biscuits, we felt substantiously queasy and took advantage of the sugar high to quickly rattle off some ideas. After lunch we went through our concepts for HSBC which seemed to go down well and we ended the day on a high that wasn't brought on by sugar!

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Ed @BBGoodger - Analogfolk

Another great day at AnalogFolk. We had Eddie the filmmaker in today to record me answering a few questions for the YCC Cannt be replaced video. A couple of the questions I answered were what I thought the next big thing was going to be? And what sort of advertising I wanted to make in my career? I’m looking forward to the final edit of the video. I somehow don’t quite think I’m going to be making it onto the big screen though.

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Matthew & Penny @hellomattdunn @pennylam65 - Karmarama

Today was an eventful day. Dickie came back to us with feedback on the work we did yesterday. It seems we impressed! Put straight onto a new brief for a digital bank. Half way through the briefing we all noticed an electrical burning smell. Seconds later we're all evcauated outside. Nothing like a bit a drama!

Charlie & Emily @Em_pemm @CharlieRaymont - GREY

Day 3: Today we where lucky enough to be briefed on McVities, and of course along with this we had the responsibly of sampling some of the products, and by some, we mean a lot so there goes our summer bods. As well as this to finish the day we had a great, insightful feedback meeting with the HSBC team.

June 22, 2016

Cannt Be Replaced | Day 2

Sarah & Jules @theafghanhound1 – GREY

Today we met Vicki Maguire, fresh off the plane from Cannes, who revealed she will be giving us a brief involving coffee tomorrow morning...intriguing. Inbetween that we had a creative wander down Leather Lane and got a meaty HSBC brief. A Tuesday has never gone so fast.

Max - CHI & Partners

Arrived pretty early and surprisingly dry this time. A massive super bowl brief came in today and I can't wait to get my teeth into it! After a huge vietnamese lunch I had to do the little interview for the roundup video. surviving the first nervous minutes it ended up being really fun. On my way back I almost casually ran into the partners office but luckily was safed before I actually got in.

Matthew & Penny @hellomattdunn @pennylam65 - Karmarama

Today we were trusted to our own devices. Feedback from yesterdays work proved fruitful and was told to develop some gems. Working closely with Richard the CD is extremely rewarding. Highlight of the day was afternoon tea!! Victoria sponge cake and Lemon drizzle was on the menu today. Looking forward to tomorrow, we have a new brief coming in!

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Ed @BBGoodger - Analogfolk

A better morning than yesterday, as there was no rain, no confusion with the buses, and I had the pleasure of meeting one of AnalogFolk’s friendly K9s. The weather was so much better today! So we took the opportunity to have some lunch in the park, where I met some of the other designers from the agency. I also had my first review going over some of the initial ideas I had come up with yesterday and earlier this morning. Now it’s time to begin to develop some of them, and see where they go tomorrow.

Sylvs & Aims @sylvsaims - GREY

Day 2 consisted of warmer weather and enough risky agency Christmas card ideas to offend any good Catholic Grandmother. We had a break from the tinsel and candy canes and enjoyed a food market lunch in the park with the other teams Emily and Charlie, and Sarah and Jules. After getting back we got a great brief from HSBC and emails for 3 briefings tomorrow so now looking forward to a busy day Wednesday. The day was pretty relaxed compared to our evening. We attended the Cannt be replaced book crit night just around the corner. 8 crits in 24 minutes was intense but fun and we made some connections we hope to keep! So thanks YCC and Cannt be Replaced for another great day!

Charlie & Emily @Em_pemm @CharlieRaymont - GREY

Day 2: Today we carried on working with our christmas brief for half the day. After we explored the heavenly food market at lunch we then given a live HSBC brief to work on. We spent the rest of the day racking our brains to come up with some (hopefully) worthy ideas.

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June 20, 2016

Creative Equals | Creating advertising more women (and men) buy

As a woman working in advertising, you’d think that an event about equality for women in advertising would be just my kind of thing, right? Right, but the problem is that it should be everyone’s ‘kind of thing’. Luckily, the audience at Creative Equals’ first event was fairly diverse. And just as well, as the main message from all speakers was that addressing the gender inequality in advertising is going to take a bit of teamwork.

So, what’s the problem exactly? We’ve got more female creative directors than ever before, and we’re currently riding a wave of ‘Fempowerment’ advertising. You only have to look at the overwhelmingly positive reactions to spots such as Like A Girl by Always. We’ve certainly made progress, and our last speaker of the evening, Eloise Smith, ECD at MullenLowe Profero, insisted that now is actually a great time to be a woman in advertising.

But it wasn’t always like this. Having more female creative directors doesn’t mean equality if those directors have swallowed the misogynistic advertising culture of the past, and are simply regurgitating it now. And the numbers are still painfully unequal, with only 11.5% of CDs being female.

Rachel Pashley, global brand planning partner at JWT, even called out some ‘Fempowerment’ advertising as detrimental to the feminist cause. Rachel explained that some of these ads actually bring you down as a woman just so they can swoop in and rescue you. And when these pro-women ads that actually are empowering, we don’t want them to become part of a trend, with a shelf-life like all the others.

Rachel also highlighted how businesses and advertisers need to wake up to ‘female capital’; she wasn’t the only speaker to mention how women are responsible for 80% of spending. So isn’t it in the industry’s best interests not to alienate us as consumers?

Simon Richings, creative partner at AnalogFolk, brought an entirely new perspective to the debate. He would of course, being a man. Describing how women are not the only ones to suffer stereotyping, Simon highlighted two damaging male stereotypes in contemporary advertising: ‘Stupid Dads’ and ‘Hot Guys’. It’s only when Simon put a name to these portrayals of men that I began to recognise how common they were. I was dismayed to see the (thankfully banned) Huggies ‘Dad Test’ ad Simon shared. The spot went as far as to suggest that dads are so stupid, they can’t even look after their own babies. Then, of course, the mother has to help them, and thus the stereotype hurts both genders. On the other end, we have the ‘Hot Guy’: a god-like, and unrealistic, man who appears in adverts unrelated to beauty products. There’s no doubt that these stereotypes, and the pressures placed on the shoulders of men by advertisers, entertainers, and the media, contribute to the biggest killer of men under 45: suicide.


It’s clear, then, that inequality and stereotyping are more than just women’s problems. But Hayley Mills, International Strategy Manager at OMD, claimed the problem is even more far-reaching. Hayley spoke about diversity of race, age and physical ability as well as gender. And as Laura pointed out earlier in the evening, the recent attack in a gay club in Florida demonstrates what happens when stereotypes of any kind aren’t destroyed.

Hayley insisted that just as there’s ‘female capital’, there’s ‘diverse capital’ that isn’t being tapped into; so many disabled people are ignored by businesses who don’t make their products accessible. The best way to convince businesses to change in this regard is to show them the rewards. Like that if fashion brands included Black and Asian people in their advertising, they would be attracting an audience who spend 44% more on clothes.

Being more inclusive of everyone not only benefits the brands, it benefits the ad agencies who work for them. Laura, also co-founder of The Great British Diversity Experiment, explained that diversity agency-side enables the ‘authentic self’ to come through – a self that is free from masks, and comfortable enough to be fully creative. Of course this means diversity in terms of race and gender, but equally it includes things like passions, and anything that makes us unique. When we build creative teams from two (or more) truly authentic people, their distinct experiences, outlook and ideas can spark off each other. This produces far better work than if the minds that had created it were the same.

Both Laura and Simon agreed that the solution for us as advertisers in reaching diverse audiences and side-stepping stereotypes, is empathy. Laura claimed empathy is even more important than the holy grail of adland: ideas. You can see where she’s coming from. Empathy allows you to see to beauty in diversity, and highlight it in your ideas. Simon referenced possibly my favourite TV ad of the year so far – Lynx’s ‘Find Your Magic’ spot – as a positive example that celebrates the diversity of things that can make a man attractive.

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Laura’s advice to creatives starting out is to tackle briefs that are different from what you are familiar with, ones that show you can understand people different than yourself. Yes, she agreed that the big changes need to happen at the top, but we always have a choice who at the top we’re working for, and giving our creativity to.

The reality is, ads such as ‘Like A Girl’ are very niche, so what can we do to change ordinary advertising? Eloise thinks we should consider the three L’s: Lusting, Leading and Laughing. We need to show female desire more in advertising. Only 5% of women think that advertising understands what they find sexy, so Simon’s ‘Hot Guy’ stereotype is not only damaging to men, it’s off the mark when it comes to attracting women too! When it comes to portraying leadership, advertising hasn’t caught up to entertainment. You only need to look at Game of Thrones, where all the most badass leaders are female. We need to allow women to be the lead in ads, and not just when we’re selling tampons and surface wipes. We need to show women laughing. It’s sadly unrepresentative of our senses of humour that men’s brands are funny, but women’s are serious. Women value humour highly, so whether you’re trying to get us to go on a date with you, or buy your product, you need to make us laugh. All this is really about advertising demonstrating that it knows women, not stereotypes of women. Speaking from personal experience, as a woman of mixed race, Hayley described how incredibly isolating it is when you don’t see yourself reflected in any media or advertising. And Rachel believed that we don’t need a brand to save us, only to see us as we really are.

One brand which does this very well is Nike Women. AKQA are the agency behind the award-winning work for the sports brand, and ECD Masaya Nakade is the man behind the agency. Masaya talked us through how they aim to understand their target audience, and express this to them. Nike knows we perspire just like men do, so they don’t airbrush the sweat off their models. And I love the copy in one of their most famous print ads featuring long distance runner Lauren Fleshman. It begins,

 

“Don’t give me small pink versions of a man’s running shoes. I am not a small pink version of a man.”

In Masaya’s opinion, we shouldn’t approach a brief asking ourselves “how can we make women buy this product?” Instead, we should think about how we can make this product something that women would want to buy.

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We’re in a very optimistic position. Creative Equals’ event was not an opportunity to berate and blame the advertising industry or the brands they work for, or to despair at the lack of progress. It was the coming together of a diverse range of speakers, all with something practical and inspired to say about what we can do, and celebrating what we have already achieved. Rachel, who created the Female Tribes initiative to help JWT understand and reach women, discovered through her research that 76% of women around the world felt that it’s never been a better time to be a woman. We are at a cultural tipping point, with 86% of women thinking that femininity is a strength, and not a weakness. It’s a means of power and influence that should be embraced rather than ignored in favour of being ‘like a man’.

Many people within the industry believe that “advertising can change the world”, so let’s use this power to change it for the better.

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Written by: @LaurenMesservy

June 20, 2016

Speed Critique | Ditch or Date?

Polish up your portfolios, our good friends at Cannt festival have put on an evening of speed critiquing.

Sit down with a range of industry experts for a 3 minute slot, then both parties decide whether to ditch or (fingers crossed) date - professionally of course with a full book crit. And who know where this could lead; future meet ups, your book shared amongst their network, or even a placement!

Not looking to date? Well this will be a awesome night to go down and mingle with other industry folk. Chat, get advice or give advice, all with a drink in your hand of course!

Sold? Well here are all the details you need to know:

21 June, 18.30, Albion Clerkenwell

Grab your FREE ticket HERE

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June 12, 2016

Creative Social | Being Different

We sent young talent Jord & Lib down to Creative Social's Being Different talk, here's what they had to say:

There was a great line up right from the start, with one of our favourite advertising creatives, Dave Bedwood doing a talk. The event was all about being different, and we could definitely tell that from the line up. Dave Bedwood has previously set up his own agency, Lean Mean Fighting Machine and has recently become Creative Director at Analogfolk, Laura Jordan Bambach from Mr President, Miriam who created some hilarious ladybird books, Tey Tarty from stay in school, and Danny ….. who is …. artist.

The event, as always, kicked off with some cheeky free beer tokens.

The first to speak was Laura Jordan Bambach who explained how the Great British Diversity Experiment, was discovering how diversity within advertising can stir up better solutions to problems and that a lack of diversity still remains within advertising. A topic which comes up a great deal at the moment and is widely covered. A topic that also, as a white, middle class male and a white middle class female partnering, leaves us to question whether we are actually diverse enough for the advertising industry, and if it is a case of hiring people from different countries, should we go to a different country.

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Second up was Miriam Elia. This talk was very different. She showed us her most successful art work to date. Where she released a parody of the Penguin books’ with a Peter and Jane style to highlight the barbed ironic points about both modern art and the ethics of how authors portray the world when reducing its complexity for children. It was a hilarious book, but it ended up that Ladybird tried to sue her and had told her to remove the logo. So once the logo was removed she was ready to sell again. And they sold very well. However a year later Penguin created their own spoof books, which you all may have seen, these include “The Hipster”. This made us think of an idea advocated by Steve Henry, “prototyping”. Miriam had just gone ahead and essentially made a product for Penguin. This made them angry and they hated it. However once they saw the successful sales, they then created the product themselves. An idea they would have never had done without Miriam's Prototype. It was a very interesting talk, showing that you should do something you really believe in, make things happen in the world and get people talking about what you're doing, but also be careful with people potentially using your ideas.

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The third on the list was Tey, talking about how craft and voice come together and how he discovered his. He gave a very outlined description of his life to date, talking about the art school he went to in New York, all the places he has lived, his childhood in Liberia, and as an adult in San Francisco, La etc. He finally became settled in London. Which is where he truly found that his work encompasses his voice within his craft. This lead us to think about our past experiences and how that voice has come through in our work. We both fully believe that personality should be in everything you create, however as Tey pointed out getting the right balance is a skill you have to learn. It was good to hear that it took him to live in all these places, experience all the things he did and eventually found it, because you don't just go to one place and have everything that you’re looking for. It takes time to find yourself and let yourself come out through your work, with the craft that you have learnt.

Dave was up next, and with a not so planned speech, still managed to have the audience captivated and laughing. His first point about being different was to get out of the game, take a step back from the advertising world and realise what people actually care about. He said that if you say ‘Creative’ to anyone outside of advertising, they won’t think advertising, they will think about films, novels and things that they actually are entertained by. Another thing that he mentioned was the Total football approach, where the advertising agency should all be a team with the same goal and that everyone should be able to do everyone else’s job. Another thing he mentioned was to get rid of the powerpoints in a bid to create more collaborative work.

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And last of all was Danny, who instantly stripped naked, painted himself in a blue paint and had 12 volunteers make prints by pressing paper to his body. It was definitely pretty different. Although when asked about it, he said the reason for doing it was about people’s aura and capturing a little bit of that moment.All in all, the event was a great experience. Learning a lot from very different perspectives and applying that learning to advertising.

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If you want to get in touch with Jord & Lib tweet them: @LibbiPap @_JPMorris

Or take a look at their folio here: //cargocollective.com/JordandLib