Welcome to Advertising.Scoop

Column – Phil Bilbrough

“Time that Scoop had an Advertising channel and by Job you’re the man for it”, heartily bellowed Alastair Thompson. We then celebrated the conception of thus blog by clanking our beer tankards, chewing our tobacco, getting slapped by several women, doing a jig and singing songs of oceans that we had never sailed or would never have the balls to do so.

Welcome to Advertising.Scoop

Phil Bilbrough on Advertising

It didn’t happen like that. If he bellowed he would have spilt his beer. When I informed my not-so-old online industry friend of my demise from the advertising industry, he filled his mouth with more beer and said something like, “Wood you oop ..Umm eert-zing loogg.. eh?” We were at the MAC’s Brewery. “Yeah cool.”, I replied. I had finished my mouthful.

Things got trickier when I actually had to do it. Deadlines are back in my life (3 days after they left), and topics though numerous just didn’t seem to stir my stomach acid.

This blog is my take on current and mostly online advertising campaigns. I admit that I don’t know the client brief and I don’t know the agency that developed these campaigns. I look at the creative, I speculate about the strategy and the drivers for the campaign, I surmise what the proposition of the campaign might be, I guess at the target audience, and then I give my opinion about it all. I mean it is a blog and at least I have some methodology.

My opinions and my online advertising knowledge have been formed from 9 years of working in the ad industry and mostly on online campaigns. In this time I developed the strategy (sometimes showing it to the client), booked media, produced the creative executions, produced sites, developed SEM strategies, developed measurement strategies, and provided long over-due evaluations of these campaigns to clients.

To promote better and more online advertising. This is my mission. There is much more to happen in online advertising, yet I’m frustrated at how slow this “happening” is happening. I know of the dark forces which impede a great implementation of an online campaign, yet if a few agency people and few clients read this blog, see the examples and read my discussion about them, they may just see how all the pieces of an online campaign fit together and contribute to the success of a campaign. And if I can get more clients investing more money in online advertising, and those clients see some worthy reward, then I’ll… be… um….busier.

Phil Bilbrough

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  1. rosa, 27. March 2009, 14:14

    Um, question from the general audience, who is interested in this topic anyway. What does SEM stand for?

  2. rosa, 28. March 2009, 4:16

    Thanks! I hope you didn’t think I’d missed out a question mark at the end of “who is interested in this topic anyway.” I meant that although I’m not a marketing etc professional, I AM interested in it! One thing that frustrates me about online ads is that sometimes the news page, for example, that I want to read takes way too long to load and I give up on it. When that happens I’ve often noticed down in the status bar that the website is trying to connect to some other server to load an ad. I hope you’ll cover some of the technical side of things as well to help ad professionals maximise their chances for the ad to at least be seen!

  3. Trix, 28. March 2009, 17:32

    I agree with the “better” premise, but I don’t agree with *more*. We’re already saturated with too much crap that is poorly targeted and delivered. Although I do think that smaller sites/blogs could have more non-intrusive advertising – techniques on how to achieve that could be interesting.

  4. Randy Shamak, 4. April 2009, 2:06

    Good information.

    In the present economic situation if you are looking to get your message across to people and advertising your business without spending loads of money, then you can opt for traditional outlets like print advertising agencies. These agencies can offer you classified ad space at special discounts. This is also a great opportunity especially if you are setting up a new business or are tight on your advertising budget.

    When you use a professional ad agency, you tend to receive an early notice of the special offers and prices and also a considerable reduction in the advertising rate for national press. So help your business grow by promoting it in the low priced publications. Use print media to cut your costs and boost your advertising efforts in this growing economic recession.

  5. Ros, 4. May 2009, 17:06

    Phil, I’ve just stumbled across your blog! I didn’t know this is what you were up to… I’ll read often. Cheers, Ros 🙂


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