Agency giant, Ogilvy, is no stranger to the subject of big ideas.
In 1947, David Ogilvy, mastermind and founder of Ogilvy & Mather, set out to build one of the largest advertising networks in history. His audacity and success were only surpassed by a business acumen and ability to voice concepts that have served as inspiration and a guiding light for professionals in the field of advertising and marketing. When he spoke, we listened. And that we have done for over half a century.
Ogilvy founded his philosophy on three basic pillars: quality and diversity of the people, quality and class of the operation, and last but not least, belief in brands. From here stems that age-long conviction of the development and cultivation of the intangible aspects that make companies (and those responsible for it) unique. "Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny." We must make advertising that sells, but first, make advertising that builds brands.
So when it comes to ideas worth spreading, what could be better than to share them through social media? The team at Ogilvy has done a great job in creating a platform that both informs and celebrates the passion for ideas set forth by none other than its brilliant founder. For the past year, I've been fascinated with amazing entries featuring infographics, quotes, rankings and facts on the subject of business, advertising, brands, and life.
On the month that marks the second anniversary since Steve Jobs' passing, blogger Edgar Estévez reflects on the influence and legacy Apple's main man left to the marketing world...
An entrepreneur, an innovator, an inventor, a visionary… a genius. These are just some of the adjectives used to describe Steve Jobs, a man whose path was never predictable. He was given up for adoption at birth, he dropped out of college after only one semester and at the age of 20 co-founded Apple, currently one of the most valuable companies in the world.
There is no doubt that Steve Jobs created a revolution. As one of the top pioneers on the personal computer and electronics field, his impeccable taste and sense of style made him push all market boundaries, transforming one industry after another - from computers, to smart phones, to music and even animated films.
It’s been two years since he passed away and we still remember him as the very soul of the organization he helped create. His aggressive and demanding personality made him a perfectionist, always aspiring to be one step ahead of the industry and setting the market trends in innovation and design. But most importantly, he impregnated his passion for simplicity and top-notch quality into the company’s organizational culture, making this one of the key components of Apple’s sustaining performance and competitive advantage - percieved upon entering any Apple store in the world or simply by opening the box of any Apple product for the first time… It’s almost like a ritual!
As a marketer, Steve Jobs was a natural. He was driven by his obsession and love for his products, and made it a personal mission to have an impact in people’s lives. Not only did he invent great things, he also made the consumers feel emotionally attached to the brand at the point of turning them into passionate advocates of Apple. They don't think of themselves as consumers, but in turn members of a movement, a mission, something larger than themselves. He helped build mystery and expectation around product launches, always generating buzz and suspense before unveiling some amazing new gadget, making consumers and specially the competition go mad with speculation. Jobs was also not afraid to go big, as pointed out on hubspot.com, and one great example was the widely known 1984 “Think Different” commercial for the new Macintosh, where he hired Ridley Scott, director of Alien and Blade Runner, and spent around $1.7 million ($3.4 million today) between producing the ad and running it one time during the Super Bowl. This was a huge risk for the company, especially since it wasn't clear that the ad would succeed, but it paid off. The ad generated as much coverage as the Macintosh itself.
No doubt that Steve Jobs is a tough act to follow and the company is not only facing new challenges in the market but also trying to continue his legacy. So, how is Apple doing today? According to a study conducted by Interbrand Corp. on the Top 100 brands this past September, Apple has unseated Coca-Cola as the world’s No. 1 brand with a brand value of $98.3 billion, 28% more than last year.
Still, some say that the brand is losing its magic. Some of the latest product innovation hasn’t raised the bar high enough for competitors and for consumers, who are always expecting big things from Apple. Many of the brand’s major products are facing increased competition from Samsung’s top-selling Galaxy phones, Amazon’s Kindle tablet reader and Spotify’s music service - and still the company keeps innovating around the same things - which is probably not innovating at all. The brand may be loosing its momentum, but they still have time to turn things around. After all, Apple is a very strong brand and the most profitable technology company there is, generating $41.7 billion last year. And even more importantly, they still have the consumer’s trust, since the popular perception is that “Apple could do no wrong”.
Most recently, the company appointed former Burberry CEO Angela Ahrendts as their new SVP of Retail and Online Stores, which many industry experts are saying is one of the company’s best decisions so far, since she is likely to bring a fresh leadership focus to Apple and complement well with current CEO Tim Cook to bring the brand up to the next level with breakthrough innovative products in new categories, allowing Apple to become the outstanding company of this decade.
Before you finish reading I wanted to leave you with the 10 things I have personally learned from Steve Jobs as a marketer myself. Additionally, here's a small fragment from a PBS documentary of 1994, which for me, perfectly reflects the way he saw and lived his life. Enjoy!
10 things I’ve learned from Steve Jobs as a marketer:
Time to market is crucial.
Simple is always better.
Failure is part of the process. The most important thing is knowing how to stand up again.
Tenacity and hard work always pays off.
Pay attention to details.
It’s ok to go a little crazy sometimes.
Don’t be afraid to think different.
Steve Jobs on 'One Last Thing', a PBS documentary:
“ When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life, have fun, save a little money.
That’s a very limited life. Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.
The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, that you can change it, you can mold it. That’s maybe the most important thing. It’s to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it.
I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better, cause it’s kind of messed up, in a lot of ways. Once you learn that, you’ll never be the same again."
I'm extremely pleased to share with you More Than Branding's video on Advertising Week. I hope it serves as a looking glass on this dynamic and unforgettable experience, while providing a taste of the amazing host that was New York City.
There's a quote by Henry Miller that I stumbled across as I wrote the series, and it goes like this: ¨One's destination is never a place, but a new way of seeing things." And while that may be right, this time, Mr. Miller, I beg to differ.
It was both.
Check out the entire Advertising Week with United series, here.
The concept of creative effectiveness is one that has sparked debate for decades. The question of how exactly creativity provides effectiveness in business (if in fact is does) is something that marketers and advertisers alike defend and/or question. Does creativity guarantee advertising effectiveness? If so, how much? And besides, when exactly should something be considered creative?
For some, the answer is quite simple. True creative effectiveness is that which impacts a client's organization - and by that we mean equity, sales, profit and even customer behavior patterns. Add to the list any desired changes in perception, influence and social media engagement. Sounds simple, right? Right.
In this Harvard Business Review publication, Werner Reinartz and Peter Saffert unfold the complexity behind creativity - from its definition, measurement and its influence in sales, in hopes of answering the age-old question: is creativity actually better?
60 seminars. 17 workshops. 30 forums. 10 master classes. 9 techtalks. The Cannes Lions was nothing short of one hectic and fascinating fiesta. From industry gurus, clients, journalists, to even artists - each presentation inspired new ideas through in-depth insights into key issues that influence the creative process across the entire communications industry.
The following PDF presents my notes on some of my favorite presentations during the program.
But first off, here's a brief description of what was each seminar:
"You can't trust Marketers", by Adobe
History has bestowed upon marketers and advertising professionals descriptives such as "masters of manipulation." Not anymore. A new era is upon us, one in which marketers now analyze and prove campaign success in a way that has transformed this professional into one of the most valued partners in the organization. By pushing authenticity in brand management, creativity is at an all-time high.
"Work that Matters", by the Coca-Cola Company
For 127 years, The Coca-Cola Company's investment in creativity has transformed it to the world's most compelling and successful brand, through the creation of work that has actually made a difference in our world. This commitment to creative value and content is present in everything they do - no matter the country.
"Every company is a media company: We create media, and then media shapes our lives", by Cheíl
Today, technology plays an fundamental role in how we communicate with each other and brands. But more than anything, in the way we ourselves create content and share it across the globe. Brands have a golden opportunity to influence consumers no matter the touchpoint, and become, within itself, into a media and entertainment company. Bottom line? Media is everywhere people and ideas meet.
"Iconic storrytelling frame by frame: Annie Leibovitz, Disney and McGarryBowen", by McGarryBowen
Inspired in the "Disney Dream Portraits Series", the folks of McGarryBowen shared the importane of imagery when it came to building this iconic brand.
"Creativity at Scale", by Facebook
In this presentation, the team from Facebook alongside creative genius David Droga, explored the importance of scale when it comes to creativity.
"Branded Content", by Time Warner
CNN's Anderson Cooper and comedian Conan O'Brien sat down for a one-to-one session on what connects in comedy. By leveraging digial and social media tools, he was able to maximize his brand awareness and engagement with fans through multiple screens.
"The Branded Way: How to make content marketing work for you in the digital age", by Rokkan
Digital and social have forever disrupted the way we create, deliver and measure content in the marketing world. The team walked us by their creative process and shared insights on content that builds loyalty and awareness, while strengthening connections with consumers.
So without further ado, here are my notes on the Cannes Lions 2013: