A kick in the teeth for LIP

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Image courtesy of Stephanissimo

Call me old fashioned but I like a nice bit of rational communication. I think that if you set out to persuade people of your brands qualities and point of view you ought to do just that, persuade them.

This requires active engagement from people towards the brand or communication, not just their passive attention.

However, in recent years, this model has been significantly challenged by the Low Involvement Processing school of communication.

And I began to think that I ought to raise the white flag on rational persuasion, especially as a superficial reading of some of the stuff coming out of cognitive neuroscience seemed to endorse LIP.

Not any longer I don’t.

We are all doomed

A while ago I stole a chart from the planning chief at Grey, John Lowery, and posted it. Well John can’t have been too miffed as he has updated it for the 2006 data and sent it over. If you work in advertising (like me) the message is blatantly clear.

I should probably say that this is data from the very wonderful TGI and they will probably ask me to take it down. But maybe if they realise that this is as blatant an attribution as I can create and you are all potentially extremely valuable clients for them they will be nice and give me an opensource break.

I’m in love with IPTV

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Men of the London Rifle Brigade meet the enemy in no man’s land, Christmas Day, 1914 – the Christmas day truce between German and British soldiers at which fraternisation and football were the order of the day.

Sometimes, just sometimes people who are normally at each others throats lay down their arms and come together in a spirit of unity and common purpose

And so it is with WPP conferences, especially those organised by David Muir, a man that in the parlance of the time ‘gets it’

What do advertising agencies do daddy?

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Central though brand ideas are to the value we create for clients, advertising agencies have to be more than just idea shops. Ideas without expression serve very little purpose. Ideas have to reach the consumer in engaging and persuasive ways and that involves the agency actually producing something.
However, it is high time that we defined the craft product of our agencies by the medium in which we work rather than the media by which it is distributed – TV, press, outdoor, radio, online and the like.

Monopoly, magic and meaning – the enduring power of advertising

I am advertising’s number one fan. Despite all the issues that its faces it still delivers three things to businesses uniquely well – monopoly, magic and meaning. This article is based on a talk to the UK Financial Services Forum in February 2005 about which marketing discipline should get the lion’s share of the marketing budget and sets out this thinking.
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