Archive for the 'Articles' Category

Phil Bilbrough: Love those BIG Ads

Love those BIG Ads

By Phil Bilbrough

I was in advertising and parts of me (liver, kidney) are still. Why did I get into advertising? Well I like BIG ads and when I was offered an ad job, I was unemployed.  I still likeBIG ads. TV Ads were always more exciting than our TV and ads are the only thing to look at in a magazine. Those and the naked women. Read more »

St John Craner: Why Marketing and their Agencies will always lose to Finance

Why marketing and their agencies will always lose to finance

By St John Craner
Advertising.Scoop.co.nz

Marketers and their agencies need to stop defending spend and start creating value. Until they do they will always be seen as a cost, rather than an investment, and sent to procurement to be squeezed. So isn’t it time to stop complaining and start changing?

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Phil Bilbrough: Dreaming of a world of perfect brands.

Dreaming of a world of perfect brands.

By Phil Bilbrough

I’m enjoying Steven Spielberg’s and Tom Hank’s “Brand of Brothers” It came out 2001 in the States and still resonates over there or at least it does on the web. “Brand of Brothers” is an American’s dream of which values America should uphold, a kind of “Brand USA”. Read more »

Phil Bilbrough: I was born to…

I was born to… (or Phil’s first rap)

By Phil Bilbrough

I was born to breathe your air, drive loud, gel hair
I was born to use the road, shove bikes, pull the load. Read more »

St John Craner: ANZ and Telecom – lipstick on the gorilla?

ANZ & Telecom: lipstick on the gorilla?

By St John Craner
Advertising.Scoop.co.nz

Telecom new logoANZ new logo

So Telecom and ANZ have just spent the GDP of a small pacific nation on each of their new fancy logos or what we call in the trade – their brands. Would their shareholders feel these ‘re-brands’ add value or secure a return on investment? Will these visual changes pay handsome dividends? Wouldn’t they prefer the thousands of dollars it took a
over-paid, flash harry design agency to be spent on something more tangible? How about spending that money securing jobs (vs. laying them off) or how about improving their woeful customer banking or broadband services? Read more »

Phil Bilbrough: Google again

Google again

By Phil Bilbrough
Advertising.Scoop.co.nz

Some time ago, a time before Twitter (ATBT), I presented my predictions for the online future. I believed that social networking sites would offer loyalty schemes to retain their audiences, that Sky TV would go online, that TV advertising would come under serious stress, that Google would take over the world, that we would lose a large newspaper, and that Micheal Jackson would would become the world’s oldest pop star. Read more »

St John Craner: Are you flying blind?

Are you flying blind?

By St John Craner
Advertising.Scoop.co.nz

I am astounded by the number of companies who ignore how they’re perceived. Are you the same or are you being delusional because the truth might hurt? Knowing how you’re perceived by your market is absolutely vital. If you’re not self-aware you won’t know how to relate to how customers. And if you can’t relate to them, they won’t buy. Read more »

Phil Bilbrough: MeTube

MeTube

By Phil Bilbrough
Advertising.Scoop.co.nz

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YouTube is my kind of deal. For me it is more my space than MySpace ever was. Broadcast Myself? On no.

YouTube, LLC

YouTube (need I write this?)  is a social networking site based on digital material and an online platform for delivering video to other sites. It’s great, and a site whose importance stretches beyond its own URL. Read more »

St John Craner: Where’s the easy money gone?

Where’s the easy money gone?

By St John Craner
Advertising.Scoop.co.nz

We’re now witnessing the lowest form of marketing intelligence: sales (check out Lambton Quay – if you can get past the For Lease signs). It’s a bit like the sales rep that can only make his monthly sales target by dropping his price. What they’ve both forgotten is that they’re selling a price point, not the value of their product or service. They’re also setting an expectation… Read more »

Phil Bilbrough: Online cars, chocolate bars, and a city’s ripped backsides

Online cars, chocolate bars, and a city’s ripped backsides

By Phil Bilbrough
Advertising.Scoop.co.nz

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What are cars doing online? I mean you can’t take them for a drive. You can’t get inside, smell the new car smell, push the new buttons, rev the gauge into red, you can’t hold the wheel and rub your shoulder blades and buttocks against the new seat. You can’t open the ash tray and glide it shut, and you can’t slam the car door and hear that thump of quality. Read more »

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