Kevin Roberts, CEO worldwide Saatchi & Saatchi keynotes nextMEDIA Toronto 2011

Thursday, 11 August, 2011

Kevin Roberts, CEO worldwide Saatchi & Saatchi at nextMEDIA Toronto 2011

I’ve been reading Kevin Roberts‘s ideas for years and even created Kevin’s Wikipedia page. So it is wonderful to see Kevin is coming to Canada to share his insights. The following is from the nextMEDIA Toronto 2011 (Dec 5 – 6) press release. If you are in Toronto during that time, register to attend.

CEO worldwide for creative agency Saatchi & Saatchi, Kevin Roberts is a marketing pioneer with a heart for nostalgia and has been bringing popular brands to market and straight into consumers’hearts since the early 1970s. Roberts has worked with large-scale international clients such as Carlsberg, TMobile, General Mills, Procter & Gamble, Sony Ericsson, JCPenney, Toyota and VISA Europe among others.

Roberts is the author of a number of best-selling books, including Lovemarks: The Future Beyond Brands, in which he describes the emotional connections we create with the brands we’ve grown tolove.

So, here’s the real question: How does your brand achieve Lovemark status? Well, fear not, Roberts is heading to nextMEDIA Toronto this year to help you solve that very problem.

Named one of the top ten ideas of the decade in 2010 by advertising and marketing news website AdAge, Lovemarks transcend brands, leaving their iconic symbols emblazoned in the hearts and memories of consumers worldwide.

Join Kevin Roberts at nextMEDIA Toronto 2011 for an informative keynote session about hisLovemarks theory, offering crucial insight into the future of marketing and an analysis of the way we identify with our favourite brands.”

Business Strategy: Apple, with its Final Cut Pro X, lets Adobe & Avid refight their Battles of Waterloo #fail

Friday, 1 July, 2011

Apple Adobe Avid refight Battles of Waterloo - pix 1

People don’t usually win by betting against Apple as Apple has shown the world so many great products in recent years. But I am going to join a critical Oscar editor and take my chance and bet my $1 against Apple. I say Apple may have materially damaged its Final Cut Pro brand/lovemark by giving Adobe and Avid some meaningful chances into retake some of the long lost market share. Assuming Adobe and Avid have good products and execute their plans well.

In fact, I am willing to go out on a limb and say Apple is giving “losers” Adobe and Avid new chances to refight their Battles of Waterloo in the field of video editing software. In the battlefield, your opponents are usually not too kind in letting you fight again and learn from your previous mistakes.

I think Apple has very much underestimated the influence of professional editors on prosumers and new beginning editors. For me, I remember years ago one of the reasons I took Final Cut Pro seriously and bought into it was because of FCP was being highly regarded and used by the professionals.

OK, NBA players have been locked out, but imagine if a brand of basketball shoes have been founded to restrict certain shots/moves by NBA players thus making them unable play their best games, will you still buy the shoes?

As my friend like to say, the following is my brand of poison/observations. Readers beware.

1) Adobe SWITCH Campaign

Apple Adobe Avid refight Battles of Waterloo - pix 2

Adobe is smart and quick to launch a Premiere SWITCH campaign (note: press release here50% off Production Premium or Adobe Premiere Pro “if you own Apple Final Cut Pro or Avid Media Composer with offer code SWITCH. Offer ends September 30, 2011”) making its Production Premium software costing $850 and Adobe Premiere Pro software costing $400 respectively after discount. [HT Apple Insider] Update: See also PC World review of software.

2) Full function Production Premium group of softwares at significant discount

The Production Premium software has quite a number of useful & powerful softwares and can be a good fit for professional/prosumer FCP7 users. Given Apple‘s willingness to give up its professional users, it makes sense for professional to buy and learn it for risk mitigation/management purpose. Of course, at $850, it is a bit out of reach for people who can only afford the FCPX $299 prices.

3) Adobe Premiere Pro on SWITCH discount at $400. Why $400?

Now moving on to Adobe Premiere Pro, if Adobe is smarter, they should just lower its price to $299 to match the FCPX price for new purchase!

We are talking about business strategy to regain long lost market share! A market that has been dominated by Apple Final Cut Pro for a long time. I don’t understand why Adobe Read the rest of this entry »

Royal Wedding (T-Mobile spoof)

Monday, 18 April, 2011

The ad agency that does T-Mobile ads has done it again with a great viral video (posted April 15, with over 4.6 million views already)! Let me say it again, ads that are good enough that people have fun watching are willingly reposting for you are simply priceless. See this CBC News video report.

Also check out this previous T-mobile ad campaign.

7-Up Rebranding (new and old logos)

Monday, 14 March, 2011

Check out CreativeReview “New 7up – now more fruity” to see 7-Up new logos and many many old 7-Up logos over the years.[HT BMD]

The new look was created by TracyLocke New York and will be rolled out (as they say) in several countries around the world, but not the US. Confusingly, 7up is owned by Dr Pepper Snapple Group in the US but the global brand is owned by PepsiCo: it is the latter that will carry the new look.

Transit Ads for Calgary?

Monday, 13 December, 2010

I saw this style of changeable ads on the HK subway. I wonder will this ad/display system work in Calgary to make some money for the city/Calgarians and provide some info for the riders?

Herding 100 Cats – an IKEA UK ad/”experiment”

Sunday, 12 September, 2010

Ads that are fun are viewed more and spread more (like on blog like this). [HT Gizmodo] Check out this Guardian article where the ad agency Mother London’s creatives talk about the idea behind the ad. Enjoy.

Not surprisingly to me, an interesting observation is the “making of” YouTube video clips currently has about 10 times more viewing numbers than the ad itself.

The ad.

The “making of”.

Case study behind the Old Spice Man & Responses campaign

Thursday, 19 August, 2010

Beautifully created Wieden + Kennedy Portland’s case study behind the Old Spice Man & Responses campaign. (~4 minutes video) The Old Spice campaign has definitely topped Ogilvy Toronto’s Dove “Evolution”campaign which I thought would be a tough one to beat. Enjoy the ~4 minutes video.

[HT Alison Bracegirdle]

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