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    « STILL QUITE INTERESTING # 6 | Main | QUITE INTERESTING ... »

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    James Cherkoff

    There is no doubt that strategy matters. It must do because it's only there to answer the question : what shall we do? However, as the environment changes so must the questions strategy tries to answer. If there are restrictions on flexibility, because of the need to remain wedded to specific types of media, strategy can become irrelevant by focusing on ever decreasing circles. For example, what's best - monkeys or balls?

    Ciaran McCabe

    "Back then, Lowe Howard-Spink rewrote history ..."
    I'm afraid it's the Art of Conversation rewriting history. "Refreshes the parts ..." originated at CDP not Lowe Howard-Spink.

    Kevin

    Ciaran, begging your pardon, I meant to say CDP, not LH-S - shall amend pronto. Even wrote a paper on the subject in ('Hit or myth? The truth about that Heineken ad campaign') By implication you accept the rest of the story?

    Kevin

    James, I am glad you think strategy still matters - so do we! One of the reasons I think Bravia campaign is an example of good strategy, but Gorilla/CDM is not, is that the idea worked across different media/in different environments. I first noticed the 'Colour. Like no other' line in a shop window display, then realised what the TV ad I'd seen and enjoyed was for (duh).

    I hope we are not contributing to any decreasing of circles/lowering of relevance of strategy, but helping strategy to soar.

    Mark McGuinness

    So if a monkey with a typewriter produces Shakespeare, and a monkey with a drumkit produces Phil Collins, just think what it could do with a camera...

    James Cherkoff

    Ah of course, you chaps always soar! ;-)However, it is just plain wrong to confuse creative marketing strategy with promotional executions.

    Sir Percy Blakeney

    ‘ ...Ok, chaps, let’s debate whether or not the ad strategy is dead or not based on two reference points, namely Gorilla and Balls ..’

    Arse ..!

    Both are a return to the basics of comms ... They’ve taken the most powerful and important need in the category and swiped it away from the other buggers (who, hilariously, probably have better, more colourful/ joyful products - don’t you just hate good marketing?)

    i) Balls = Exceptional colour (explicit)

    ii) Gorilla = Unparalleled joy (implicit, though there’s a clue or two in the opening frames)

    Not rocket science strategically but annoyingly, what Fallon have done is break the bank creatively .. and in an age when creativity is so admired, this sorts out the men from the navel gazers ... there’s no slice of life ‘isn’t life great when you use (insert brand name here)’ anywhere to be seen ...

    Hats off to Fallon, a kick in the nuts to everyone else who doesn’t seem to get it

    Simon

    Indeed, well done Fallon.

    I am wondering what (or what can) Fallon do next to build on this?

    I just feel a cracking piece of creative could keep a brand going for longer than say average creative + average strategy; but how much longer can a cracking piece of strategy (+ averagely decent creative) keep a brand alive for when compared to a one off piece of outstanding creative with no obvious strategic direction?

    Of course, a combination of great creativity and great strategy ticks both boxes.

    I keep on thinking of Honda's "The Power of Dreams".

    hidden persuader

    Juan Cabral, the Argentinian CD of Fallon an done of the minds behind Bravia and the Cadbury' ads sums it up quite well on Esquire: “I think of the people when they're on their sofas watching the telly. I want to do it in a way that's fair - I'm selling you this, but in exchange I'll give you this minute of colour and hypnotising music”.

    kevni

    A good point, Hidden, ie let me entertain you in return for you entertaining the idea of buying this product.

    Not sure I'd file Phil Collins' music under 'hypnotic' - but another interesting angle is, does advtg as entertainment always or usually work 'under the radar' ie at some subconscious level?

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