3 Ways of Striking Out in a Social Media Pitch

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Strike 1. The first and perhaps the most important mistake in social media is to start out with what you want to say rather than what engages people. Sure, you might be on strategy with your message, but nobody will talk about it. You can’t take the classic advertising agency approach and buy yourself in, [...]

Charlene Li’s Predictions. Right or Wrong?

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Charlene Li, one of the authors of the excellent book Groundswell presented this set of slides the other day. I find them to be fairly well in sync with what I see happening. What do you think? The Future Of Social Networks View more presentations or upload your own. (tags: future advertising)

Dead End Advertising is Dead

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I love seeing how campaigns take on their own life. How we create things where we don’t know exactly how people out there are going to transform or recreate them. Creating life. Advertising is boring me to death, but communication is not. We are entering a new era. This time we truly are. Very few [...]

MySpace 2.0 Launched

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A while back I wrote about MySpace on my other blog (which has been asleep for some time now while I’ve been busy with this one). Last night MySpace launched it’s 2.0 version, and that is of course big news for the world of social media. I haven’t played around with it much yet, but [...]

New Categories, Old Thinking

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The Swedish advertising award Guldägget just announced new digital categories. The categories are: 1. Interactive Category A: Sites Includes campaign sites and corporate sites. 2. Interactive Category B: Advertising Includes banners, mobile marketing and SEO. 3. Interactive Category C: Other digital media Includes widgets, applications, digital events, interactive tools and social media. This segmentation into [...]

Planner Discussions Missing The Point

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There is a bit of discussion going on right now about what is relevant to measure in advertising. Some are claiming that only ROI is relevant, while others defend measuring intermittently and on different parameters like recall and recognition. So, who is right? Well – I would love to agree with the “only ROI is [...]

Jedi Training Lecture

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Today will be a day of lecturing on globalization, economics, outsourcing, transaction costs, the upside-down Coase Theorem, and what that has to do with the changing media landscape. Try for example to do a parallell reading of Friedman‘s “The World Is Flat” and Forrester Research‘s “Groundswell” or Shirky’s “Here Comes Everybody“, and move straight from [...]

If Tony Robbins Was A Planner

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Some things are just so basic. So obvious. And yet, we sometimes seem to forget about them. In the world of advertising we are often up to our ears in cool designers, focus groups, and media choices that we forget the most basic aspect – human psychology. What makes us do what we do? I [...]

Death of Advertising, Take 5.

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I know you’ve heard this before, but most communications people still seem incredibly campaign-focused. What about the continuous work? I believe we have to start seeing ourselves less as print-factories and more like managers, doing continuous work to keep our clients in the spotlight. It’s just like managing a celebrity. Think Samantha Jones. For one [...]

Sayonara Sweden

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Realizing how most Swedish advertising blogs say the same thing, the weekend was spent on a blog-safari abroad. Especially in the technology and social media spheres. Sayonara Sweden – this weekend was the most interesting in a long time. We know SO much about our own navel in our little advertising pond, maybe it’s time [...]

Six Categories of Advertising Greatness

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I recently read about a study from 1999 where the Israeli research team had studied 200 highly regarded advertisments – ads that were all finalists and winners in top advertising competitions. When analyzing these ads, they realized that most of them (89%) could be categorized into one of 6 different categories or templates (example: “Extreme [...]