Advertisers, kill yourself first.

Advertisers, kill yourself first.

If you don't kill yourself, you'll be caught and killed on the next corner. This is the brutal advertising circle, not I do not understand that the world is changing fast, advertising circle than the imagination to be cruel

The level of your homework yesterday has not met the requirements of the customer today,

How can today's advertising strategy impress tomorrow's consumers?

06 Global Creative Awards of the fashion standard to 08 may be a joke to others.

More than 10 years ago, Old Ogilvy's view, today may not apply,

Http://www.aliyun.com/zixun/aggregation/7837.html "> China's economic development speed to describe the rapid, and the Chinese advertising market competition can be described in a tragic, think of many years ago, Hong Kong and Taiwan advertising fierce people, How many people still remember today? Even a lot of new advertisers have never heard of that year, such as Ray-Ear of the predecessor name. More than 10 years ago, the old Olympian opinion, may not be applicable today, 10 years ago, the local customers holding money in front of the 4A queue/superstitious worship 4 A of the pomp is no longer, each big 4A by local customers like monkeys playing. This is the reality that advertisers can not escape today, it is estimated that tomorrow will be more tragic. If we also want to in this industry, whether you are art guidance or executive creative director or customer group Director, also must eliminate yourself every day. Otherwise it will be eliminated tomorrow. The advertising circle is so realistic and heartless.

So our creative personnel as front-line live ammunition must be predictable. If you can't foresee it, you'll have to "guess" what will happen tomorrow? Creative people to adjust today's status and knowledge before dawn. Otherwise you will not see the sun tomorrow. I like the idea of a Alibaba company: embrace change. If we are afraid of change, it means that our creative mind is old and unfit for this circle.

Share some ideas and face the threats of the future.

Threat 1: Interacting

Interactive 2-layer meaning: 1 refers to the menacing interconnection of new media advertising, 2 refers to the audience can interact with the deep level of advertising

1 Change the traditional advertising of new media creativity: In this 14-wide festival of the Sino-Japanese creative staff exchange, some people here in the near-hundred creative people who are in contact with the new media ideas? The whole audience is speechless, it's a pity that I have to raise my hand. 99% of creative people are unaware of the threat of new media advertising and are reluctant to engage in new media ideas. This is scary, because all advertisers are learning new media ads, and those budgets will be drawn from traditional agents to new media agents, (note that the new media creative model is completely different from traditional media). Creative person: Before being eliminated, hurry up and embrace the new generation.

2 interaction is not only the menacing interconnection of new media advertising, but also the audience can interact with the deep level of advertising. Today's outdoor/TV/Internet/Direct marketing is increasingly focused on interaction. As this year's Gala Advertising festival awards many outdoor is to or let consumers have feedback on the ads, such as text to the outdoor advertising, or challenge the consumer's tolerance. Consumers are part of the advertising trend, just as oil paintings are removed from the shelves. Now looking back to see a lot of hawking-style television advertising is very ridiculous very primitive, but also take the previous cognition to consumers, 2008 consumers are more thieves, like old Ogilvy said consumers are not fools. We were silly to wait for the rabbit in that tree. Rabbit is not coming, you pay for your advertising time and customer trust. Your creativity does not have anything to do with the consumer, estimate your originality to cast, the customer's money also is wasted.

Many of the world's best ideas are interactive, and if there is no consumer in them, that would be a big discount. In these ads, people are the core.

We do the polar animal sockets, also take into account the human factors, so that consumers in the interaction with the works, the experience of excessive electricity will cause global warming, so that the polar melting, polar animals will not be ice habitat. You are the equivalent of killing polar animals.

Threat 2 Creative Big crash

Globalization is a good thing and a bad thing, because let everyone think of a go, Cannes oneshow network fast download Works and yearbook broadens our horizons but also frame the minds of creative people. Domestic and foreign creative big car crashes also occur often, in the impact of the award on the road often see familiar works crashes. He who copied who, shouted injustice. I think the only way out of the big idea is new. There have been international judges on the award of the Exposition: "Familiar works do not want to think, otherwise it is a waste of time and participation fees." Indeed, only a leap of thought, in order to create miracles, this year, the full award of the advertising festival is the best proof: Last year is the Lego building outdoors, when everyone marveled at his cleverness, the next year can be beyond the doubt, a lapse of one years, a solar outdoor to break all the mind, this time Cannes outdoor full award, Completely break through everyone's imagination, do a energy-saving outdoor, really let people technophiles praise. Standards have been elevated, perhaps next year on space advertising, estimated next year, the type of energy-saving outdoor again full street. If you do not update your own ideas, the elimination of old thinking, still in the year before the standard selection of entries, estimated to waste their youth.

Another idea I avoided crashing was: your work in the street before the release of the confidential work to do well, when one of our works was the intern stole out, dedicated to another 4A cast manuscript, was the first to take several awards including Oneshow and NewYork, crashed into the car, they can only yaba.

We got some international and domestic awards this year, for example, the Polar Animal sockets section above won the NewYork/United Nations public good awards, polar animal sockets and Kose outdoor body also received 2 wide outdoor silver, (a total of 10 outdoor Silver Award), personal feel good outdoor advertising is not much, Good body advertising is more scarce and innovation is used less.

This body advertisement is not good enough. It's just a little tricky, not big idea. Nor was it the shock of the birth.

These are only yesterday's standard works and must be eliminated today. Meet the standards of tomorrow.