The Good Sheet.

22 10 2008

A micro newspaper, distributed at starbucks and under-written by Lenovo. It’s a single-page (folded) news paper on a single topic. More by Tim Windsor here. I’m anxious to see print reinvent, in whatever new forms may come, even if they’re mashups between digital-thinking and traditional inking.


Google G1 and the competitive advantage.

22 10 2008

Google’s phone, the G1, won’t be a launch like other phones. With plenty of publicity driven by early rumors and the phone’s open-source Android platform, Google and T-Mobile will be spending in traditional media and only when the phone is on sale.

The campaign, called “Curiosity Is Everywhere,” was developed by T-Mobile’s Publicis in the West, is all about Google’s core attribute: the search for information. Google will of course have a leg up in online advertising, because its digital assets are obvious, as are Google’s competitive advantages. Soon, any search for “phone” might yield G1 results, so Google’s fair play in advertising on search will surely be kept in check by the industry.

FCC sponsors NASCAR

21 10 2008

The FCC is advertising that TV is going all-digital in 2009 (Feb 17 to be exact).  If you’re still using rabbit ears on the boob toob, then chances are you’re watching Matlock and not NASCAR. However, if you tune your antenna just right on Nov 9 and 16, then you’ll see David Gilliland’s car racing around with the Federal Communications Commission sponsorship that reads: “Is Your TV Ready for Digital?” along with other words like “transition” and on the body panels. The car was suited up in this FCC lingo this past weekend in Martinsville. Congress gave the FCC about $20 million to spend on notifying tv-watching americans about the switch to all-digital and about $1 mil was spent on the pages of AARP magazine.

Brand Tags dude hot.

17 10 2008

What? yes, according to agency spy. Also, his Brand Tags was hot too.

In a crashing market. Chapter 2. For marketers.

15 10 2008

FOCUS. Now you should be worried about how good your copywriters are… tweak your marketing message to reflect the depressed spending times. For example, if you’re a family-oriented retailer – focus more on family needs, friendships (loyalty) and stay-at-home activities. Yep – TV is a good medium to buy right now

For marketing/ad/pr agencies: Put your strongest copywriter on overdrive (if you don’t have one – visit insertcopyhere to find one) and focus on crafting the message that resonates with your in-home customer.

For corporate marketers/marketing managers/product managers: If you know your customers as well as you say you do, then center the product or service benefit messaging on their most relevant and needs. Also, FOCUS on your strongest channel and the customers in it.

In a crashing market. Chapter 1. For marketers.

15 10 2008

TAKE ADVANTAGE. Not everyone has the resources, but now is the time to take advantage of the competition that’s in a weakened state.

For marketing/ad/pr agencies: Most likely, you’re neglecting the same things other agencies are neglecting, which is financial injection into new staff (probably the talent that was laid-off by the bigger, slower, dumber “dinosaur” agencies) and client relationship building. Get stronger – use this depressed economy to advance.

For corporate marketers/marketing managers/product managers: Your play is simple – find your efficiencies, magnify the tactics that work and invest the marketing dollars with the partners that deliver results.tac Sales-driven tactics and easily measurable ROI tactics will not only hold everyone accountable, but you’ll learn a valuable lesson in what moves the needle in down economies.

This space left blank.

14 10 2008

Clutter-free, conceptually-based design will always win. Just because you bought a half-page ad doesn’t mean you need to use every square inch of it.


Make the message accurate.

Think again.

Simplify the ad again.

Respect the whitespace.