Posts Tagged ‘advertising’

how to give creative feedback

April 15, 2013

“Not only were all of your ideas lame, but you know I hate the color pink!”

So began role-playing for our creative feedback workshop. Yes, this was the “bad” example.

Food Network’s marketing team wanted to hone their communication skills. So there we were, two groups of thirty marketing and creative folks, crowded near the crackling fireplace at the Maritime Hotel, role playing, creative briefing, and — between laughs over lukewarm coffee and cold danish — applying a new process for creative feedback.

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We call it CRAFT.

C   Criteria

R   respect

A   actionable

F   focus

T    truth + tact

As one person put it at the end of the day, “The team at Tooth and Nail brought together our creative and strategy teams.  Their leadership, encouragement and guidance provided us with the tools to continue to produce great creative work.”

Giving feedback is as much an art as writing and designing.

What’s your favorite feedback story?

Write with 3 Balls

June 28, 2010

This year the Promax/BDA conference in LA brought in great speakers from around the world and smashed last year’s attendance numbers. We felt honored to be included.

We had a blast presenting “Write with 3 Balls” to the audience of marketing executives, and they returned the feeling. Loved seeing that SRO crowd. As promised, here’s what we showed. Enjoy and please let us know what you think!

[The presentation is packed with good stuff and videos–please give it a few moments to load up.]

Promax Presentation

Add New Post ‹ sharpen your tools — WordPress, posted with vodpod

aim true

May 31, 2010

Promax Boot Camp preview


Every award-winning spot shares one thing in common.

You’re probably thinking big budget, but not so fast. What’s the one single thing award-winning-wows-around-the-water-cooler spots have?

They have a single message. One point. One idea.

As Grandpa Button used to say, “You can’t hit two targets with one arrow.” It only looks easy. Nailing that single message takes plenty of practice so let’s give it a go.

Here’s a kick-ass spot. You tell us the single message. We’ll bet four to one you get the answer.

What is the main message?

A. OMG, there really IS a water shortage!

B. All my voice-overs should have a French accent.

C. Axe=Sex

Think you’ve got the hang of it–good. Next, how do you decide what that single message should be? That, my friend, is for Boot Camp.

At ease.

in the mood

April 28, 2010

The villa was lovely with its view of the beach and heated pool.  I could have remained on the porch indefinitely watching coffee cups, wine glasses, and olive pits pile up. Instead, a morsel of motivation prevailed.

We piled into the mini van and, after an hour of wrong turns and Google maps, found the village. A castle rose from the top of the hill, guarded by a statue of a 12 foot tall knight in full armor. Did someone say M’lady?

We passed through the gates and entered the 13th century.

It took me a moment before noticing the music.

No apps. No guided tours. Just the sounds of classical guitar filling up the courtyard and mingling with the ruins. We climbed ramparts and looked over the turrets. Easy to imagine busy markets or peasants below.

Sometimes, in advertising,  we get so caught up in embellishing moments with a special effect or over-the-top visuals that we forget the simple power of music to move us. It weaves an atmosphere and helps tell a story.

In this spot below for Che Men’s Magazine, I love how the music puts us in the mood.

What music puts you in the mood?

good morning, sunshine

March 15, 2010

We love spring.  Crocuses nosing up from the earth. Sunshine spilling onto the sidewalk when you leave work.

But up in Inuvik, the Canadian Artic, sunshine has an even greater power. For sixty-six days of winter, they’re encased in darkness. Which makes this documentary style spot, from Tropicana Canada, so charming. And their message about brighter mornings so meaningful.

Find a story. Or make a new story that meshes with your brand. Tell it honestly. You invite people to experience your message, instead of bracing themselves for your sell.

What story is waiting for you?

can’t help ourselves

February 28, 2010


Thirteen of us crowded onto the sofa and chairs around the Superbowl, and this spot came on. A man, a boat, and a horse. The guys laughed because it poked fun at what they think women like: six pack abs, diamonds, and “tickets to that thing you love.” The women laughed because this guy is pumped full of himself.

Women and men: now that’s a tightrope of humor. Old Spice pulled it off, towel and all.

That’s the beauty of finding the right point of view in your brand personality. When it works, you can’t help yourself.

How have you used POV to grab someone’s attention?

*If you want to meet the guy behind the Spice, go here.

sounds like genius

February 22, 2010

First, a confession. I’ve always been a sucker for radio.

You supply the story, the audience supplies the pictures. Now that’s interactive. Plus, compared to print and television, radio is inexpensive to produce. $500 for an award-winning spot? That’s how much my first clio winner cost.

Turns out, audio is even more powerful that we thought. Two recent articles reveal how aural persuasion taps our unconscious.


In this week’s Time magazine,  Martin Lindstrom, author of the best seller “Buyology”, hooked up participants to neoro-sensors. He discovered that some sounds zap right past our thinking brains and compel us in primal ways. Irresistable forces.

The New York Times magazine looks at how the top two contenders for Best Picture, “Hurt Locker” and “Avatar”, both use sound to create entirely new worlds. The lush jungles of Pandora and the dry, still world of bomb defusers — would either movie be as effective without their world of sound? Not likely.

How are you using sound to change minds?

our favorite un-app

December 2, 2009

We love how, when everyone’s going in one direction, someone chooses to head in the other.

Like this spot for the Florida Keys. Simple. Memorable.

What’s your favorite twist?

a fitting experience

November 19, 2009

The movie Amelia starring Hillary Swank opened to mixed reviews this month. However, that didn’t stop the NYC discount retail chain Daffy’s from turning it into a hit.

Before the screening of the film at the Ziegfeld Theater in Midtown Manhattan, a music video became the genesis of an experiential ad for the retailer.

Dancers on the screen were upstaged by dancers on the stage as all the performers acted out how shoppers try on clothes in “Fitting Dance”.

Find your fans and create an experience that delights them. Zappos does it with customer service, Daffy surprised the Ziegfeld crowd and T-mobile rocked a crowded train station.

Ask yourself how your brand can bring joy to your customers, then ask your customers for their business.

We’d love to know what groups you’ve been thrilled with and why. Is there an agency, a freelancer or a consultant that over delivers and is rewarded with your loyalty?  Do tell.

M

our favorite ‘lil spot this week

November 10, 2009

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Life these days is all about first impressions; 5-10 seconds and you’re summed up. That’s what the researchers, psychologists, and HR directors across the country will tell you. Everyone does it – we can’t help ourselves.

Our fave spot this week suggests things aren’t always as they appear.