July 13, 2015Comments are off for this post.

Mother London Lecture

Today I went to visit a lecture from Samuel Payne of Mother advertising agency. The agency is responsible some of the most emotive, unforgettable & dynamic adverts that have graced our screens in recent years.
With studios in London, New York, Buenos Aires & an award for agency of the decade under their belt, it seems that they are pretty much untouchable at the moment.

Below are a few questions from the lecture with Sam on his role at Mother & within the advertising industry.

Q: Do you have one specific title at Mother? Or is your role within the company reasonably fluid to what sort of brief you are working on?

A: The make up of people & roles are generally pretty fluid & sensitive to each project. No one is precious about been delegated a ‘title’ when working one briefs, we’re more concerned about working in a diverse team of people with transferrable skills.

I mean, my mum still isn’t quite sure what I do. She knows I work in advertising, but as a creative it’s often hard to articulate what is in my head to those 97% of ‘normal’ people out there…..it’s something I’m struggling with.

Q: On the topic of those 'normal' people, how effective do you think conducting focus groups are for developing your ad concepts?

A: Hah, focus groups have the amazing ability to make everything really average. I don’t really understand how you can trust the integrity of an idea with five strangers in Milton that have no value for what you’re pitching to them.
There’s a cultural thought process you can engage people with, but generally people from business backgrounds aren’t aware of creative sensitivity.

Q: So if you’re not a big fan of focus groups, do you have any alternative methods of measuring the success of the work you’re producing?

A: Yeah, of course! Yeah use algorithms, facebook, we read tweets that have been hash-tagged about us. I don’t see many other agencies measuring the reactions or success of their work but it’s something that at Mother we are really conscious of.

Q: You paint this picture of cultural activity, as the audience gets savvier towards what you’re trying to do, do they become less responsive?

A: Okay so when making buying choices, people tend to spend more time thinking about the matrix of what they know about a brand or any emotional attachments they feel they have to a brand’s heritage, almost as if they have grown up with them.

https://vimeo.com/117164619

www.motherlondon.com

April 13, 2015Comments are off for this post.

Meeting: JJ Marshall Associates

Image from jjmarshallassociates.com

'Consumers make buying decisions based around the perception of the brand rather than the reality of the product.
While this means brands can be become more valuable than their physical assets, it also means they can lose their value overnight.'

Haigh, M.

Last week I had my first branding meeting with the director of JJ Marshall Associates Jethro Marshall at their studio on Swanfield Street in East London.
Although Marshall works with Levis & Wrangler on most of their seasonal campaigns, he discussed how difficult it can be for his agency to attract new clients because most big brands have in-house teams that deal with all of their marketing and promotions, and emphasised the importance not only to be developing conceptual thinking skills but also to be regularly working with both typography and photography.

Me: Do you believe most brands remain fixated on yesterday’s problem – consistent reproduction across media?

Jethro: Yes I do brands have to be alive to change for new branding and communication environments, whilst keeping a consistent tone of voice and recognizable identity.

Me: Do you think brand's marketing strategies are becoming more about engaging the consumer with a narrative with vlogging and youtube making more of an online presence?

Jethro: In short yes, though engagement & seduction have always been the benchmarks of advertising & communication.

Me: Would you agree that a lot of brands seem to employ ubiquitous communication strategies?

Jethro: In old product sectors, yes, where they need to differentiate. In new product/ service areas the comms are better.

www.jjmarshallassociates.com