This week I am mostly liking…

The Swagger Waggon campaign by Saatchi & Saatchi LA for Toyota.

This is a strategy I having been wanting to try for a Minivan or MPV for ages. Because the choice of a vehicle like this is often seen as a sign that you have simply accepted your life as a parent and ‘given up’ it has long seemed to me that there was mileage in hero worshiping parenthood and in particular the fact that the choice of an MPV proves that its all working ‘down there’ if you know what I mean. This ain’t a sell out its a swagger waggon. By the way the promo is Number 2 this week in the Ad Age video viral chart.

And above everything else how about that for the first work out of the blocks after the recall – that’s a client with balls.

All the work is on the youtube channel here but I’ve posted a couple of videos below.

That was the election that was

I have put together a few thoughts on the role of communications in the recent UK general election campaign. Given that we saw it from the inside.

At some point I will get round to adding in all the examples and links but have this to be getting on with.

For some strange reason when I uploaded this to slideshare it duplicated the ‘that was’ on the title slide. Weird.

For what its worth

The post on Client briefs and briefings seems to have got a bit of interest so I thought I’d make available a rudimetary briefing format for Clients to agencies.

I’m sure that it’s not perfect but it may help, especially if your clients or you as a client don’t have an approach to briefing that is set in concrete.

Creating inspiring briefs – a note to clients

This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.

Lets start with a clear definition of roles – for the people and documents involved in briefing.

Clients are marketing professionals and brand guardians. You understand what performance the business needs from its portfolio of brands, the problems that those brands face in delivering this and the way marketing communications can be applied (alongside the other weapons in the mix) to get the results you need.

Client briefs should reflect this role and should act as a contract between client and agency to deliver communications solutions that meet that brief.

Agencies are creative problem solvers that understand the way to engage people with brands both strategically and executionally.

Agency creative briefs are internal documents we use to get the solution you need from the various creative disciplines in the agency. That’s the fundamental way in which they differ.

Probably the best post in the world

This is the new Carlsberg commerical from Saatchi & Saatchi aimed at galvanising the nation behind the England football team over the summer in South Africa.

It’s based on the idea that Carlsberg don’t do team talks but if they did they would be the best team talks in the world. In truth the ad is simply the culmination of a whole load of integrated activity from the trade out that has been building up from the beginning of the year. As usual a Youtube channel acts as the content hub for all the participatory activity.

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