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Tracy Tuten

Big Marketers on Campus - WSJ.com - 0 views

online.wsj.com/...3816504577321594090033560.html

smm brands ambassadors college college reps wsj

shared by Tracy Tuten on 04 Apr 12 - Cached
  • Tracy Tuten on 04 Apr 12
     
    Brands increasingly hire campus ambassadors.
Tracy Tuten

Propagation Planning - 0 views

griffinfarley.typepad.com/propagation

account planning planners strategists recruiters advertising ECUadvertising

shared by Tracy Tuten on 03 Apr 12 - Cached
  • The Head of Strategy position at any ad agency is a very demanding job. So demanding that they sometimes (not all the time) need recruiters or head hunters to help them find the best talent when they have open positions.  This is a list of account planning recruiters that I compiled over the last nine years or so. I know this does not represent all the recruiters out there but it should give people a start if you don't know any and are looking for new career opportunities. By making this information open and transparent I hope it will help match good strategic planners with good agencies. Bad agencies shouldn't have good talent.
  • Tracy Tuten on 03 Apr 12
     
    List of Account Planning Recruiters
Tracy Tuten

'The Pitch' Gets Ad Agencies Into Reality TV - NYTimes.com - 0 views

www.nytimes.com/...-agencies-into-reality-tv.html

advertising BooneOakley McKinney ECUadvertising

shared by Tracy Tuten on 21 Mar 12 - Cached
  • Tracy Tuten on 21 Mar 12
     
    BooneOakley and McKinney are among the featured agencies in AMC's new reality show about The Pitch.
Tracy Tuten

Home | Project Re: Brief by Google - 0 views

www.projectrebrief.com

ECUadvertising advertising history google rebrief media

shared by Tracy Tuten on 18 Mar 12 - No Cached
  • Tracy Tuten on 18 Mar 12
     
    An advertising experiment from Google takes classic advertising and reinterprets it for the digital age.
Tracy Tuten

Your Guide to 'Mad Men' and Advertising History - Creativity Online - 0 views

creativity-online.com/...233371

Mad Men advertising ECUadvertising history creativity

shared by Tracy Tuten on 18 Mar 12 - Cached
  • Tracy Tuten on 18 Mar 12
     
    Peek into the lives and lessons from advertising history
Tracy Tuten

Advertising Media Planning and Strategy - Internet Advertising - Advertising Agencies - 1 views

www.admedia.org

unit5 ECUadvertising media

shared by Tracy Tuten on 15 Mar 12 - Cached
  • Tracy Tuten on 15 Mar 12
     
    A primer on Advertising Media
Tracy Tuten

Behind The Guardian's Re-Imagined 'Three Little Pigs' - Behind The Work - Creativity On... - 0 views

creativity-online.com/...233247

ECUadvertising film BBH 2012 plot development creative unit4

shared by Tracy Tuten on 14 Mar 12 - Cached
  • Tracy Tuten on 14 Mar 12
     
    Insight into the development of an ad
Tracy Tuten

Letters of Note: I am a lousy copywriter - 0 views

www.lettersofnote.com/...i-am-lousy-copywriter.html

ogilvy ECUadvertising letter copywriting howto

shared by Tracy Tuten on 12 Mar 12 - Cached
  • On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see: 1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home. 2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years. 3. I am helpless without research material—and the more "motivational" the better.
  • 4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client. 5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform. 6. Then I write the headline. As a matter of fact I try to write 20 alternative headlines for every advertisement. And I never select the final headline without asking the opinion of other people in the agency. In some cases I seek the help of the research department and get them to do a split-run on a battery of headlines.
  • 7. At this point I can no longer postpone the actual copy. So I go home and sit down at my desk. I find myself entirely without ideas. I get bad-tempered. If my wife comes into the room I growl at her. (This has gotten worse since I gave up smoking.) 8. I am terrified of producing a lousy advertisement. This causes me to throw away the first 20 attempts. 9. If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy. 10. The next morning I get up early and edit the gush. 11. Then I take the train to New York and my secretary types a draft. (I cannot type, which is very inconvenient.)
  • ...1 more annotation...
  • 12. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. After four or five editings, it looks good enough to show to the client. If the client changes the copy, I get angry—because I took a lot of trouble writing it, and what I wrote I wrote on purpose.
  • Tracy Tuten on 12 Mar 12
     
    British-born David Ogilvy was one of the original, and greatest, "ad men." In 1948, he started what would eventually be known as Ogilvy & Mather, the Manhattan-based advertising agency that has since been responsible for some of the world's most iconic ad campaigns, and in 1963 he even wrote Confessions of an Advertising Man, the best-selling book that is still to this day considered essential reading for all who enter the industry. Time magazine called him "the most sought-after wizard in today's advertising industry" in the early-'60s; his name, and that of his agency, have been mentioned more than once in Mad Men for good reason. With all that in mind, being able to learn of his routine when producing the very ads that made his name is an invaluable opportunity. The fascinating letter below, written by Ogilvy in 1955 to a Mr. Ray Calt, offers exactly that.
Tracy Tuten

CBC.ca | The Age of Persuasion | Recommended Readings - 0 views

www.cbc.ca/...reading

ECUadvertising books reading toread

shared by Tracy Tuten on 28 Feb 12 - Cached
  • Tracy Tuten on 28 Feb 12
     
    Recommended reading in advertising
Tracy Tuten

Doug Prey's Documentary on '70s Admen, Surfers, Not Smokers - NYTimes.com - 0 views

movies.nytimes.com/...21artcopy.html

Art & Copy ECUadvertising

shared by Tracy Tuten on 13 Feb 12 - Cached
  • Mr. Pray celebrates a later generation of mavericks who changed the business in the ’70s. His heroes are titans like Lee Clow, Dan Wieden, Hal Riney and George Lois
  • The film consists mostly of these men (and a few women, including the formidable Mary Wells) talking about how they work
Tracy Tuten

Communication Arts - Annuals - 0 views

www.commarts.com/annuals

ECUadvertising annuals advertising creative archive

shared by Tracy Tuten on 09 Feb 12 - Cached
  • Tracy Tuten on 09 Feb 12
     
    View archives of the Communication Arts Annuals of the best in advertising. 
Tracy Tuten

How to become an advertising copywriter: career advice from John Kuraoka, freelance adv... - 0 views

www.kuraoka.com/an-advertising-copywriter.html

ECUadvertising career copywriter creative

shared by Tracy Tuten on 09 Feb 12 - Cached
  • Tracy Tuten on 09 Feb 12
     
    Career advice on getting started and developing a career in advertising
Tracy Tuten

Advertising Week - About - 0 views

www.advertisingweek.com/about.php

ECUadvertising events NewYork advertising advertising week

shared by Tracy Tuten on 08 Feb 12 - Cached
  • Tracy Tuten on 08 Feb 12
     
    All you ever need to know about Advertising Week
Tracy Tuten

http://www.adforum.com/award/showcase/schedule/ - 0 views

www.adforum.com/...schedule

ECUadvertising awards dates schedule

shared by Tracy Tuten on 08 Feb 12 - Cached
  • Tracy Tuten on 08 Feb 12
     
    Links to the Awards Shows in Advertising with dates. 
Tracy Tuten

Data Points: Ad Scorecard | Adweek - 0 views

www.adweek.com/...ata-points-ad-scorecard-137788

Super Bowl advertising 2012 scorecard

shared by Tracy Tuten on 01 Feb 12 - Cached
  • Tracy Tuten on 01 Feb 12
     
    Ad Scorecard from Adweek - Super Bowl 2012
Tracy Tuten

How Volkswagen Conducted Its Canine Chorus | Special: Super Bowl - Advertising Age - 1 views

adage.com/...232268

Super Bowl advertising 2012 VW force bark side

shared by Tracy Tuten on 30 Jan 12 - Cached
  • Last week, Volkswagen and Deutsch, Los Angeles, unveiled a 60-second Super Bowl teaser on YouTube and then on broadcast TV during an episode of "The Middle" on ABC. The spot stars mutts barking a canine rendition of "The Imperial March," aka "Darth Vader's Theme," the track featured in last year's VW Super Bowl darling, "The Force."
  • The dozen dogs, selected from a pool of 40 who "auditioned," were chosen not for their vocal chops but, in some cases, for their resemblance to "Star Wars" characters, according to Tim Mahoney, chief product and marketing officer for Volkswagen of America. "See if you can find Chewbacca," he said, adding, "If you have a pet in the house, this ad drives them crazy."
  • The ad was directed by Keith Schofield of Caviar Content, who said the dogs were shot together and then separately on the set, barking to a temporary track created by Endless Noise's Jeff Elmassian, who was also behind the arrangement of John William's original Vader march for "The Force." Prior to production, "we talked about how this should probably be handled like a music video," said Deutsch Director of Integrated Content Vic Palumbo. "We needed to create the track first and then figure out who the dogs are, what notes they're going to be singing."
  • ...2 more annotations...
  • The idea behind "The Bark Side" was to create an ad to promote an ad. "We were among a few brands last year who pre-released our Super Bowl ad, and the feeling was we were ahead of the pack," said Mark Hunter, chief creative officer for Deutsch, apparently with no pun intended. "So this year, it's what can we do to continue to set media trends."
  • One of the biggest challenges was the balancing act of using unaltered dog barks and digitally enhanced ones. The final mix featured a combination of both. "The human ear is discerning enough that even a lay person can tell when something is synthetic," said Mr. Elmassian. "You want a certain amount of barks to not be effected. Your ear will anchor onto enough of those and start to forgive some of the sounds that do border more on the effected side."
  • Tracy Tuten on 30 Jan 12
     
    Interesting look at what it took to produce the VW Bark Side teaser commercial
Tracy Tuten

How USA Today's Ad Meter Broke Super Bowl Advertising | Special: Super Bowl - Advertisi... - 0 views

adage.com/...232411

smm Super Bowl advertising USAToday admeter 2012 facebook

shared by Tracy Tuten on 30 Jan 12 - No Cached
  • The commercial also ushered in an era in Super Bowl advertising that we still inhabit: the ad as entertainment.
  • That we expect ads during the Super Bowl to be as entertaining as the game itself can largely be traced back to "1984."
  • In 1989, just a few years after "1984," the national newspaper introduced a revolutionary concept -- and a marketing masterstroke. Take a small panel of people, isolate them in a room with a meter and tell them to constantly turn a dial rating what they're seeing on a scale from one to 10.
  • ...10 more annotations...
  • With so much at stake, to please the clients and bolster their own resumes, directors started creating ads for the panel -- the media equivalent of teaching for the test. How do you get people to have an immediate, positive reaction to something they're seeing? Certainly don't show them a narrative. Make them laugh.
  • "It better be something that rings some bells or gets measured on the USA Today Richter Scale," said TBWA/MediaArts Chairman Lee Clow. But the creator of "1984" also believes it means fewer ads like that one have been made. "It's a big challenge to spend $3 million on the time and then a million on the spot. It's kinda difficult to then come in 19th on the USA Today 'How'd you like our spot?' scale."
  • Even so, the poll's influence is waning. Today, most marketers combine immediate feedback with sophisticated research from Nielsen, GFK, Zeta Interactive, Kantar or Ace Metrix to understand the long-term impact of spots. Now that the real-time web has gone mass in the form of Facebook and Twitter, marketers and agencies have dozens of new services and dashboards to monitor, as well as the means to influence the discussion as it happens, not to mention giving the commentariat something else to write about.
  • Second, YouTube views and blog posts allow an ad to succeed or fail outside traditional media structures. VW's "The Force" has been viewed more than 90 million times since Super Bowl 2011.
  • "If you go back 10 years, it was the only thing," said CMO Scott Keogh. "You didn't have social, YouTube views, you didn't have the blogs and all the running commentary. Basically, the press would report on the Ad Meter.
  • Even USA Today has lost faith in the ability of the panel alone to pick a winner. This year, in addition to selecting two panels of 150 in cities that USA Today won't reveal, the paper is opening up the voting to the public on Facebook. As a result, for the first time since 1989, USA Today won't declare a "winner" in Monday morning's paper. The true winner won't be declared until after the polls close Wednesday.
  • Why not dump the panel entirely? In social media, consumers will rate only the ads they love and hate, a spokesperson said. The panel is the only way USA Today sees to be sure every ad gets a vote.
  • "I'll have four screens going during the game in front of me, showing me charts and graphs," Mr. Ewanick said. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups. There's a lot of money involved here. You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."
  • When will we once again get more Super Bowl ads like "1984"? When creatives stop making spots to incite an instant reaction, sort of like Chrysler's two-minute "Imported From Detroit," a high-concept, big-idea spot that put Detroit before the car and even before the celebrity (Eminem). It was great creative, by most measures, and probably the closest thing to "1984" in its ambition since, well, "1984."
  • Predictably, "Imported From Detroit" bombed on the Ad Meter, coming in at No. 43.
  • Tracy Tuten on 30 Jan 12
     
    Social media are changing the way we will measure the success of Super Bowl advertising!
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