Wednesday, May 9, 2007
So, I'm reading all this stuff about David Droga's new venture, Droga5 (its home page is pictured here), starting a new branded entertainment site, and frankly, it leaves me cold. Called HoneyShed, Droga apparently told the masses at the Microsoft Strategic Account Summit, that it would be "the world's first digital branded destination." If you've covered the Internet business for as long as I have, you learn to always tune out any claim to being first, particularly about a dozen years into the revolution. And, ask yourself, isn't any site consumed with one brand—be it Amazon or Nike—a branded digital destination? The site, which will debut in beta sometime this summer, apparently is meant to forge the back and forth that defines the relationship between brands and consumers. We shall see.
Tuesday, May 8, 2007
Here's a stream of the new Chrysler spots you may have read about that was posted to YouTube by Chrysler. Carrying the tag, "Engineered Beautifully," these commercials are about sixteen times classier than "Ask Dr. Z" (actually the Head On commercials were classier than "Ask Dr. Z"), but I'd defy anyone watching them to remember what the brand was a few hours later.
To contrast, another campaign launched yesterday. This one from Orbitz, in its first effort since moving from Young and Rubicam Chicago to Mullen. Now the commercials, aren't great—in fact the Chicago Sun-Times' Lewis Lazare gave the campaign an F—but at least Orbitz has posted them all to the Web.
Monday, May 7, 2007
From Advertising Age:
Nissan sorta-kinda doesn't think it's marketing is that good. New business directors, better send 'em that reel.
Bob Garfield likes a "slightly effeminate English adult with high-button shoes."
MediaVest takes its anger out on the magazine industry.
Euro RSCG's David Jones has found the woman for him.
Asked to come up with a hypothetical campaign celebrating Barry Bonds’ imminent breaking of Hank Aaron’s home run record, Daniel Russ of R&R Partners Las Vegas says, “As one who grew up in Atlanta idolizing Hank Aaron, I would implement a media agnostic, tactical, integrated, 360-degree, completely repurpose-able campaign, all tied into Hamburger Helper. Why? Because it's fake, it enhances something that's real, and no one has any respect for it.”
The Clios are going to be really good again—in about two years.Barbara Lippert thinks Rachael Ray for Dunkin' Donuts is lame-o.
Do worldwide creative directors really matter? Only if you want them to matter.
From The New York Times:
How many people are really in the market to have their cell phone branded with the name of a women's softball team?