Tag / advertising

by YannigRoth

Advertising Contests in the 1950s and 1960s (The Contest Era)

The book cover (left) and the movie poster (right)

The book cover from 2001 (left) and the movie poster from 2005 (right)

“It’s easy to forget how long companies have been inviting ideas from ‘the crowd,’” says Julia Kirby in her HBR article Creative That Cracks the Code the Code. “If you’re in doubt, read The Prize Winner of Defiance, Ohio, a memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest.” This excerpt caught my interest, and I rushed to Amazon to buy the book (2001) and the movie (2005). I’ve just finished both and learned an awful lot advertising contests in the 1950s and 1960s, decades of prosperity in which companies fueled consumption and promoted the American Way of Life with creative contests. Continue reading →

by YannigRoth

Video contests have shifted away from consumers, says Hugh Mitton

Hugh Mitton during the shoot of his Coca-Cola Valentine's Day ad for a Mofilm contest

Hugh Mitton during the shoot of his Love Is In The Air ad for a Mofilm contest

After speaking to Jared Cicon (aka Video Contest King) and Brett Slater (aka Slater’s Garage), two succesful video contest participants, here’s another interview of a talented filmmaker: Hugh Mitton. Actually we’re talking about a very talented filmmaker, who has a proven track record since he won various contests in the last years, including Coca-Cola’s Energizing Refreshment contest on eYeka and the same brand’s When Will Happiness Strike Next? competition on Mofilm.

The spot that got him the first prize on the Mofilm competition, called Love Is In The Air (see below) even got aired on Valentine’s Day during American Idol telecast, before reaching other countries around the world. Hugh had the kindness to answer some of my questions about himself and the video contest landscape. Here’s what he said. Continue reading →

by YannigRoth

“The video contest space is getting very competitive” – An interview of Brett Slater

BrettSlater

In my “quest” to understand crowdsourcing in creative industries better, I would like to share another interview of an avid participant. After interviewing Jared Cicon a.k.a. the Video Contest King, here’s an interview of Brett Slater, a successful video contest participant and the founder of Slater’s Garage Ads & Audio. The tagline of Slater’s Garage is “Helping Your Small Business Find Its Voice” but Slater also works for big brands. How? By participating in crowdsourced video contests.

In a previous interview published on Entrepreneur.com, Brett indeed explained that crowdsourcing sites allowed him to gain exposure, cutting through geographic obstacles: “I live in Bangor, Maine. My work wouldn’t have been seen otherwise,” he explained. Contests on platforms like Poptent allow him to apply his talent to big brands (Brett writes the word brands with a capital B, Brands), not only local businesses. You can read more from him on his blog… or you can just read his interview below. Enjoy! Continue reading →

by YannigRoth

Is there a Chinese sense of creativity?

what chinese want book cover

Don’t expect an extensive literature review about the Chinese people 😉 This is just a post based on a book review of What Chinese Want, Tom Doctoroff’s last book about – guess what – Chinese culture. Tom Doctoroff is CEO of the Chinese branch of adverising giant JWT, lives in Shanghai and has dealt with a lot of Chinese companies. In his book, he shares his view of the modern Chinese consumer, underlining the cultural challenges that arise when companies want to target the Chinese market. This blog post especially focuses on the passages about creativity and advertising, which are topics that particularly interest me! Continue reading →

by YannigRoth

How crowdsourcing is changing advertising: insights from an expert panel

internet week 2011 expert panel

The experts on stage during Internet Week 2011: Mike Martoccia, Peter LaMotte, Epirot Ludvik Nekaj

I already blogged about the evolution of creative crowdsourcing plateforms, saying that companies mostly adopt one of 3 models: agencies, platforms & crowd-sources. To catch up on this, I’d love to share some very interesting excerpts of last year’s Internet Week panel about creative crowdsourcing. The debate focused on how crowdsourcing was changing the advertising landscape, and was moderated by Mike Martoccia. Intendees were GeniusRocket’s CEO Peter Lamotte, 99design’s co-founder Matt Mickiewicz, AdHack’s CEO James Sherrett, Victors&Spoils’ COO Claudia Batten, Collective Bias’ CEO Johan Andrews, Chaordix’s VP of Business Development Randy Corke, Tongal’s CEO Rob Salvatore and Ludvik+Parters’ CEO Epirot Ludvik Nekaj. Continue reading →

by YannigRoth

“Une histoire” de Google, l’application Facebook

Google a mis sur Facebook un petit outil permettant à chaque internaute de créer sa vidéo similaire à Parisian Love, qui a été diffusée par Google au moment du SuperBowl cette année. J’en ai faite une petite sur mes 5 ans à l’ESSCA et quelques choses que j’y ai vécu:

Une idée sympa, même si c’est trop court et sommaire pour être génial !

by YannigRoth

L’analyse sémiologique (QualiQuanti)

Une présentation très intéressante sur par le cabinet d’études QualiQuanti sur l’analyse sémiologique des espaces et de la publicité. Cela me rappelle une séminaire intitulé “Sémiologie de l’image” que nous avons eu à l’ESSCA. C’était Pol Corvez, sémiologue à l’Université d’Angers, qui nous avait introduit à cette discipline très intéressante.