Think Hard


A breath of fresh air

The impact of the global recession has hit VisitScotland’s Framework for Change ambitions hard.  Even with the injection of energy from Homecoming Scotland our tourism economy has failed to grow at the rate demanded in this economic vision.  So, the additional £5m that Mike Cantlay announced for ‘guerilla marketing’ this summer and autumn has to be welcomed. It looks like a clear demonstration of logic, and we don’t always say that when we are critiquing public sector initiatives.

The logic is blindingly obvious.  The pound is weak, making the UK a cheap destination; so let’s increase our marketing in Europe.  What’s more, there’s a ruddy great cloud of volcanic ash hanging over us that’s making most people terrified to book flights to Europe (me included); so tempt people to stay at home – Cantlay claims 40% of us have never holidayed in Scotland.

I’m impressed with Cantlay’s decisiveness and ambition. Really impressed. He’s acting like an entrepreneur and spotting opportunity – not prevaricating about the bush as the opportunity drifts away like ash on the wind.  (Obviously though, Malcolm Roughhead and his team will be the real architects of the plan.)

He claims the £5m additional spend is but a pebble, but pebbles create ripples.  And his willingness to take a risk and very publicly throw that pebble into the pool surely has to be applauded.

Sure, you can debate whether the money is being spent in the right way, but that’s a question of tactics that I do not have the right to interrogate.  What I admire is the boldness of strategy and a willingness to put VisitScotland into the firing line, although I suspect it will turn out to be the line to receive plaudits some time hence.

He points to Obama’s effective investment in tourism marketing in the US believing that this will have a similar effect.  Will it?  Only time will tell, but for sure this is a very public and welcome act of aggressive marketing at a time when “cut” is the loudest word in most public sector boardrooms.  I hope it cleans up at the awards this time next year.

Oh, and Ian Gray:  I hope you’re watching. Probably not.  You’ll just think it’s mumbo jumbo.



Foresight

Could you close the door behind you on the way out?

I worked on this ad with Pete and Iain at 60 Watt six months ago.  We felt sure it would have a role to play in the Scotsman.com campaign.  And sure enough.  It ran today.

 

 



The Drum Power 100. Are you ready to rumble?

I am nominated for the Drum Power 100 and if you’d like to vote for me feel free.  (But I think the link is fecked actually.)  And anyway no clients are on the list so who cares.

But this is where the real battle lies.  Two creative Goliaths are out to slay one another.

Gareth Howells (Newhaven) versus Don Smith (Realise – ex Union.  He has retired from advertising).

Because they are creatives they can raise the bar.

I love this.

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Twitter ye Not?

For those of you who missed my earlier post about Twitter you might have missed the burgeoning debate.  It really is getting quite heated.  Do feel free to join in here.

We’re up to 55 comments so far.



A proud moment

I realise my posting, for now, is a time  squeezed challenge so I hope I can, on the whole, only present quality.

What I’d like to share with you for now was the event I staged with Trevor Beattie (Sir Trevor in my post event opinion.  He did it and donated his fee to Operation Overlord.)

He talked about how to do great advertising without spending lots of money on it.

Of course he was able to show umpteen examples of this.  But the best pure idea he demonstrated was this.

As it coincidentally happens I agree, one of the great pop videos of all time. And I agreewith a minor point he made.  She could have shed the boots.

Budget?

Fuck all.

As he said on the night.  Be proud to be cheap (but only if you do it well.)



But we are meat, not metal.
December 3, 2008, 3:34 pm
Filed under: advertising, politics | Tags: , , , ,

meat-notmetal_earth

Dave Trott writes some great things in his blog.

But the title of this log really blew me away. He was talking about human beings can be hypocritical (They diss speeding, then speed, they decry Maradonna’s hand of God but celebrate England’s equally dubious 1966 World Cup winning goal.)

And he sums it all up by saying “But we are meat, not metal.”

How brilliant an analogy is that?

Very.

Go Dave go…



OK it’s a bit after the event…

…but I never saw this at the time. I found it while researching my Napier project and it’s wonderful. Basically it’s a brilliant Apple Mac ad hijacked by Obama. Perfect targeting for a certain demograph and what a great way to sell yourself. Not sure if it’s a viral or a real ad, but judging from the lack of an “I’m Barack Obama and I approved this message” ending I suspect that sadly it is the former.

Whatever, it’s great.




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