David Fowler On Creative Direction Today

7 08 2008

I came across this today, from John Bell’s Digital Influence Mapping Project.

A very intelligent perspective, from a creative guy who genuinely “gets it”. Worth watching.


In Praise Of The Faceplant

7 08 2008

I don’t wish I could dance the way this guy dances.

I don’t envy his humiliating public faceplant at about :45 seconds into the video. (Isn’t it wonderful that the editors were kind enough to only slo-mo replay it about a hundred times?)

What I do admire is that:

  1. He had the guts to put himself out there
  2. He suffered an embarrassing failure
  3. He got back up to try again, with a smile on his face

If we never do an occasional faceplant, it’s because we’re not really taking any chances.

I’ve learned far more from getting scars than I ever did from getting awards.

Here’s to “The Faceplant”. And to everybody who smiles, gets back up and tries again.

Web Commercial Wearout. It’s Great News.

7 08 2008

Daisy Whitney wrote a good post over at NewTeeVee.com about getting sick of the same ads over and over again in online video.

While it may sound counterintuitive to say it, wearout is actually great news.

It means an audience is seeing online spots with enough reach and frequency to make an impact. OK, more than enough reach and frequency, but… you take my point.

“We can recall the ads, no problem: CBS Interactive says 50 percent of consumers remember the brands, NBC.com claims 86 percent do, ABC.com reports 84 percent of viewers recalled ads, and Revision3 says 100 percent of its viewers could name at least one sponsor (…) ABC also said ad recall is even higher for brands that mix up the creative or use interactivity than for those that simply repurpose 30-second spots.

Mass audiences are fragmenting into micro-audiences.

This means advertisers and agencies will need to abandon the traditional “pound the consumer into submission” tactics of mass advertising and learn how to generate new ideas faster and more cost-effectively than ever.

It’s an exciting time to be in business. Not an easy time, but an exciting time.