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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 [2] on Advertising
Advertising.scoop.co.nz [3]

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 [4]. “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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