"The speaker, Josh Kaufman, author of The Personal MBA, explains that according to his research, the infamous “10,000 hours to learn anything” is in fact, untrue.
It takes 10,000 hours to become an “expert in an ultra competitive field” but to go from “knowing nothing to being pretty good”, actually takes 20 hours. The equivalent of 45 minutes a day for a month.”
Former Burberry CEO Angela Ahrendts talks about the store of the future in this promo of a partnership between Burberry and Salesforce.com. Really exciting stuff. No wonder that Tim Cook hired Ahrendts as Apple’s new head of retail operations.
"Collaborative consumption" or "the sharing economy" places access above ownership and increases efficiency while decreasing costs.
"You can rent a room to strangers at Airbnb and CouchSurfing. Rent out your only-for-commuting car by the hour at RelayRides or Getaround. Turn your driveway into a cash cow at Park Circa or ParkatmyHouse. Find road-trip partners on Zimride. Find free office space at Loosecubes. Share your sewing machine at Zilok or trade it for an iPod at Swap.com."
As an aspiring advertising strategist / marketing communications planner, it is with a great excitement that I am following what’s happening at the 4A’s Strategy Festival that takes place October 27-29, 2013 in Nashville, TN.
The role of account planning is more complex than ever before. Many strategic competencies are required to craft, understand, measure and optimize an idea in the modern world. User experience, media, analytics and creative technology are just a few examples.
Clients are looking for their agencies to go beyond the creative idea as strategic business partners who can advise them on many aspects of customer engagement.
Which tweets from the conference are your favorites so far?
Two roads diverged in a yellow wood And sorry I could not travel both And be one traveler, long I stood And looked down one as far as I could To where it bent in the undergrowth;
Then took the other, as just as fair And having perhaps the better claim, Because it was grassy and wanted wear; Though as for that, the passing there Had worn them really about the same,
And both that morning equally lay In leaves no step had trodden black. Oh, I kept the first for another day! Yet knowing how way leads on to way, I doubted if I should ever come back.
I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood and I— I took the one less traveled by, And that has made all the difference.
I don’t have enough poetry in my life. Probably many people don’t. I used to enjoy poetry regularly and even write a piece every now and then. Long gone are those times…
I recently finally read this poem—and because I interpreted it differently at first, I decided to share it here on my blog. Of course, it is also because I like the poem and the message it is “hiding.” Maybe you read it already, maybe you haven’t, but based on what I heard, many people misinterpret it. In fact, it is supposed to be among the best-known, most-often-misunderstood poems on the planet.
At the first reading, one might think the poem says how the speaker took the less beaten path and that made all the difference.
Read it once again though and you may realize that is not the case—the speaker admits that both paths were perhaps equally untouched that morning; neither of the roads was less traveled by.
He then goes on to predict that in the future, he shall be saying that he has chosen the less beaten path—meaning that he might be stretching the facts or that he himself will later believe that he has chosen the one less traveled by. It deals with how that moment of decision will look (differently) from a future perspective.
In addition, all the speaker says about the consequences is that it has made all the difference. That can mean both positive and negative.
The Road Not Taken is a poem about choice. It tells one powerful truth about choices: We can always only know the consequences of the choice that we have made. We might sometimes wonder what would life be like, if we decided otherwise; we might play out different scenarios in our heads, but the fact is—we will never know.
There’s another festival that happens every year in Cannes, and it has nothing to do with film. The week-long festival is a chance for ad executives, young professionals and students from all over the world—more than 11,000 this year—to gather and share best practices, hear from the people who are redefining advertising creativity, observe award-winning work, strike business relationships, and indulge in the grandeur of the ultimate off-campus location.
Check out this Special Report by Forbes for photos, interviews with ad executives, CMOs and creatives to gain insights on where is the advertising industry headed.
“I think academic environments are artificial environments. People who succeed there are sort of finely trained, they’re conditioned to succeed in that environment. One of my own frustrations when I was in college and grad school is that you knew the professor was looking for a specific answer. You could figure that out, but it’s much more interesting to solve problems where there isn’t an obvious answer. You want people who like figuring out stuff where there is no obvious answer.”—from an interview with Laszlo Bock, senior vice president of people operations at Google. The New York Times: "In Head-Hunting, Big Data May Not Be Such a Big Deal."
“Sooner or later, the great men turn out to be all alike. They never stop working. They never lose a minute. It is very depressing.”—
V. S. Pritchett
It is depressing. Fortunately, it’s also untrue. Many great men (and women) slacked off occasionally, and some were downright lazy—at least part of the time. Franz Kafka is a good example. … A certain amount of procrastination may be beneficial to the creative process.
“Ultimately, the tools that we choose for any purpose will only be as useful as our ability to use them effectively and to understand what their improved quality means to the way we approach our work (as well as the challenges that led us to seek out these new tools). You can buy a successively more costly and high-quality series of claw hammers until you’ve reached the top of the line, but until you learn how to use them skillfully, you’re going to keep making ugly bird houses.”—Merlin Mann
“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”—Muhammad Ali
The Idea Writers: Copywriting In A New Media And Marketing Era by Teressa Iezzi
In the third chapter of The Idea Writers, Teressa Iezzi touches on the ever-present importance of storytelling in advertising. Iezzi uses as an example a branded entertainment campaign for BMW, called “The Hire,” created out of Fallon Minneapolis.
“The Hire” is an example of a compelling, successful series of short online films that offered two things: quality entertainment and a captivating narrative for the BMW brand. It is an example of advertising that cannot be called advertising in the old-fashioned way. It’s the kind of “advertising” that people seek themselves, that pulls them in and captures them, as opposed to something that just yells at them, no matter if they care or not.
To go even further, Iezzi mentions campaigns that went beyond content—campaigns that became a reality, stories that were told and shared among friends, mysterious cases that people were eager to explore and engage with. There is no doubt that the copywriter’s job description has been greatly expanded and the range of mediums that copywriters can be assigned to write for is wider than ever before.
My favorite citation from this chapter is this one by Mike Monello, @mikemonello, Partner & Chief Creative Officer at Campfire (By the way, Mike Monello graduated from the University of Central Florida with a BA in Motion Picture Technology.)
“I’m starting to see marketers consider something that’s always been a reality for me—that maybe it’s not the biggest audience we should be going after. If I’m trying to sell a horror story, what can I give to people who are really into horror stories that will give them context in which to spread the story?
In other words, if I know you love vampire stories and I give you something that you like, you will run out and tell your friend in a way you know your friend wants to hear because you know your friend better than I do.”
What I see again and again is another proof that this is the most exciting time to work in the advertising industry since the 1960s. Which is quite awesome, isn’t it?
“It is our misfortune, as a historical generation, to live through the largest expansion in expressive capability in human history, a misfortune because abundance breaks more things than scarcity.”—Clay Shirky
The Idea Writers | Chapter 2: Bernbach to the Future
The Idea Writers: Copywriting In A New Media And Marketing Era by Teressa Iezzi
In the second chapter of her book, The Idea Writers, Teressa Iezzi briefly reminds the reader what advertising legends such as David Ogilvy, Bill Bernbach and Rosser Reeves said were good approaches to creating successful advertising.
Iezzi isn’t biased towards any of the approaches; instead, she makes a point that all of them were right, in a way, and that their key concepts remain true today—even though may need to be applied somewhat differently to succeed in the Digital Age.
The media landscape is oversaturated, and even if the ads we make were perfect, almost nobody might have been able to really notice them.
“The fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
Moreover, the consumer control era is upon us, meaning that consumers aren’t just consumers anymore. They are producers, critics, creatives. Brand storytellers either adapt this new reality or will be replaced by those who already understand where is the world going.
"Live in the real world. Make real things that real human beings care about and want to interact with." – Rob Reilly, CP+B, @RobReillyCPB
“If this book has a philosophical point of view, it’s that you the copywriter are responsible for putting things into the world, and those things should be useful, entertaining or beautiful, or all of those things. They should make people feel better, not worse, about themselves, the brand involved and living in the world in general.“
Teressa Iezzi: The Idea Writers – Copywriting In A New Media And Marketing Era Chapter 1: The Creativity Age
Ms. Ieezi’s book is close to brilliant. The first chapter of The Idea Writers explores the changes in the advertising industry and the related behavioral and societal shifts that happen as the world advances further into the Internet Age. Many factors caused the changes that advertising is going through, but technology and its impact on people’s everyday lives plays probably the most important role of all.
When reading The Idea Writers, I have been thinking to myself that Iezzi did a spectacular job on discovering, compiling and formulating all these ideas and observations about what happened in the advertising industry. Iezzi succeeds at getting ideas from many leading voices of the industry, as well as many other thought leaders, and making a powerful statement about the present and the future of marketing and advertising.
"More people can communicate more things to more people that has even been possible in the past, and the size and speed of this increase, from under one million participants to over one billion in a generation, makes the change unprecedented, even considered against the background of previous revolutions in communication tools."
[Book] Teressa Iezzi: The Idea Writers – Copywriting In A New Media And Marketing Era
WHY THE FUTURE (OR PRESENT) OF ADVERTISING ISN’T ABOUT MAKING ADS
Thanks to Deb, our wonderful teacher of Advertising Creativity, I am currently reading The Idea Writers—a book about the new realities of the brand-creativity process and working in the advertising industry.
Let me say upfront: I am digging this book. A lot. In some upcoming posts, I will highlight some ideas from the book that I find to be true, relevant, well-said, and fascinating, or quite often all of these things at once.
A Brief Summary:
"The Idea Writers" offers an in-depth look at the state of copywriting and brand creativity in today’s marketplace. With insight on creative process and campaign development from the industry’s leading creatives, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today. (Source: Creativity Online)