Mike Frampton

[AdForum Worldwide Summit] Day five

Sir Martin Sorrell of WPP and David Jones of Havas Group (EuroRSCG) were the star performers on day five. They were both excellent - gave us completely different viewpoints on how they think the economy is going to be in 2010. Can only happen in advertising.

We then spent a further hour or so hearing about WPP's digital assets. Overall this week we all realised that the big networks have been working on their Internet capabilities for more than 10 years and those that invested have made sure that they are ahead of the game. What was also interesting about WPP was their business split - 25% digital, 26% consumer insights (marketing research) and the rest advertising. This seems to be a sustainable business model for the future of big marketing services groups.

At last, we - the 29 weary intermediaries - were able to stop taking down our copious notes, we filled out our summaries of the week, talked about next year and said our goodbyes.

The AdForum Worldwide Summit has been one of the best experiences I could imagine for the IAS business in the past two years. I have learnt so much, and can pass on all of it to interested agencies in South Africa and Africa. There is even a recording of one of my summaries on YouTube - will get the details.

So much is happening in our advertising world and we have so much to do. But for now, it is time to pack up and head home. I invite anyone interested to call us at the IAS for a feedback session around your agency and what happened at the summit.

Johanna.

[AdForum Worldwide Summit] Day four

Production "de coupling" has been mentioned often as a definite trend among clients. I am not sure how pervasive the practice is in South Africa but it is very prevalent in other parts of the world such as US and UK and Australia.

Clients negotiate their own rates with print production companies, post production facilities and even TV commercial production companies. The agencies are then required to use those suppliers and clients get a bulk discount. Very interesting.

On Day Four we met with Draftfcb and I renewed my acquaintance with Jonathan Harries, who was my MD and creative director at Grey Phillips some 25 years ago. He is now vice chairman and global creative chief at Draft and based in Chicago. He will be over in SA soon again as he is also on the Draftfcb local board. Great to see South Africans doing so well.

Wunderman was next on the itinerary; it definitely has the Internet taped and all of the resultant trends - some fascinating stuff.

Arcade was the treat of the day creatively - this hot shop specialises in promoting, advertising, branding etc of everything around music stars such as Bruce Springsteen, Beyonce, etc. Very cool and lots of fun.

Then we had a really lengthy discussion with a whole bunch of folk from the social media/digital industry. The debate was moderated by the editor of Adweek. Conclusions? It is all going mobile. More on that when I return.

And finally we had about 20 minutes to freshen up for the AdForum dinner, where all of the consultants hosted all of the ad agency people we have met all week. That was great fun, exhausting but fabulous.

Friday we had two of the great luminaries of the industry meeting us, David Jones of Havas Worldwide and EuroRSCG, followed by two hours with Sir Martin Sorrell, who wrapped up the week talking about the digital assets in the WPP group. More later.

[AdForum Worldwide Summit] Day three

We met with seven agencies on Wednesday and had a meeting with some top procurement people here in the US. The first five agencies were all part of Omnicom - the DAS group of agencies. The focus was on the Healthcare agencies and it was really interesting - particularly as despite the recession healthcare ad revenues were up by more than 7% while other sector revenues have seen declines.

We met with CDM a professional/ethical medicines world wide agency, DDB Healthcare, Fleishman Hillard and Togo, two PR agencies who specialise in consumer and professional healthcare respectively. Most of the consultants expressed genuine interest in this sector which is quite unknown to many of them and presents a lot of opportunity.

Healthcare advertising as we know comes with many restrictions but often opportunity to do ground-breaking work within the sector. From there we spent an interesting two hours with some senior marketing procurement people who explained how they worked with agencies and their selection process. Both the consultants (intermediaries) and the procurement specialists agreed that there were probably opportunities to work together as we spend our time with the agencies and can assist in relationship management while the procurement people just do not have the time for that valuable aspect of their work.

On to Publicis who are seeing something of a renaissance under CEO Richard Pinder. They have become a top five agency in UK, US and France and are aggressively pursuing this position in other countries and I am sure that SA will be no exception. They have seen a massive growth in digital in their New York agency and this is expected to spread quickly across the globe.

Some great creative work including some exceptional ideas for TGI Friday's on Facebook with a character invented by the agency called Woody. Final session was with Sapient/Nitro - young dynamic and fast growing digital/creative network producing wonderful new work for brands that might have been quite tired if they had not been revolutionised with a new digital approach. We enjoyed an excellent dinner with them at the IAC centre after an excellent presentation. I am busy trying to persuade the CEO to bring Sapient/Nitro to South Africa - we need this level of innovation and creativity in the digital arena. He is coming down later this year to shoot some work for their FIFA 2010 campaigns so more later.

[AdForum Worldwide Summit] Day two

We left the hotel on our bus - all 25 of us - at 7.15am on Tuesday, visited three agencies, had speed dating with three others, drinks, dinner at one of New York City's best and most famous restaurants, Daniel, and returned to our hotel at about 10.30pm! This work takes stamina.

Ogilvy was our first stop and what a brilliant session - breakfast on the roof of their new offices, The Chocolate Factory - with a quiz for the consultants! Visit to the digital lab, presentations of wonderful work including previews of the Hopenhagen campaign. The new worldwide CEO Miles Young was a great host and later had us all round for drinks at his home before the dinner. His home is, needless to say, a work of art!

After Ogilvy, we were at BBDO - great update and great agency. Learned all about Rituals and the role they play in the lives of brands. Very thought-provoking. On to the Segal Theater in Fifth Avenue for the speed dates with Atelier (Leo Burnett luxury brands agency) 180L - a cool agency from LA and Dentsu - the first time they have presented at AdForum - they are so large an agency and are now actively expanding west. South Africa is on their agenda!

Final visit of the day was to Profero, a unique digital agency run by two entrepreneurial Brits - expanding rapidly, highly innovative.

All day we are fed great food, coffee, cup cakes etc. The hospitality is amazing. For me what is the greatest is to have chance to talk to my international colleagues all day as we evaluate each agency's presentation and give feedback on a continuous basis to Ad Forum. This is then summarised each day for each agency. So much work goes into this week; it is a pleasure to work with such professional people.

[AdForum Worldwide Summit] Day one

I'm currently at the AdForum Worldwide Summit Fall 2009 and, apart from being in New York, which is in itself so exciting as a city, the meetings with the various agencies and industry gurus are stimulating and thought-provoking.

We met with MRM yesterday morning and they brought us up to date on all of the digital platforms that they have created in the past 12 months since we last saw them. They are without doubt leading the way in digital assets - one of their key clients is General Motors and so their work is already in place in South Africa for GM.

On to M&C Saatchi, which staged their presentation in a gallery - again great update - less focus on digital but more on the work. Good news for SA is that M&C Saatchi is planning to reinvest in a local agency but only if it exhibits the key entrepreneurial ingredients that they expect in their network and the reasons for their success. Very impressive.

Sadly neither of these two agencies exhibited their senior women so we were "treated" to all male lineups. Let's hope that this is not the case for the agencies in day two.

This afternoon we had a PR versus advertising debate around social media and social networking and the digital space. Nothing conclusive here, apart from observing that it will be client-driven regarding choice.

Some great presentations - no death by PowerPoint; these agencies have been well-schooled in the art of presenting. No one read their slides.

Later three PR agencies presented their credentials in a speed-dating session. This is a new departure for AdForum, which has been noticing the rise of PR in the past few years.

More tomorrow!

Professor Mamba: Recession. What recession?

In these times of angst and mayhem, don’t tell me that you can’t go out with something that could work and or at least prick interest. If it weren’t for my son, I would never have come across this leaflet/handout. As a rule I hate the robot “hander-outers”of paper, but this one is special.

As an industry we remain obsessed with the ASA and any communication that we put out into our brand fraternity has to be and needs to be, and more specifically, is required to be real.

But times are tough and new business is required to advertise, promote and expose our consumers to everything and anything that will entice a call to action. Not that I endorse making claims in any form of advertising or communication that could not be substantiated. But hey, maybe they can?

Here's one for the records and here is one for the saviour. If you are taking strain, you need not worry any further. Following this is an exact translation of the orange leaflet that my son grabbed at the robot.

Now what brand could ever promise such magic? I wish my clients could provide the brief that included the promises that Professor Mamba can. Could you imagine the advertising communications could be created off the claims of the Mamba brand?

He is out there and a prospective client; more specifically he understands marketing or he wouldn't be at every robot. Enjoy.

Professor Mamba hailed as the Herbalist of the year 2005 and 2006, consecutively has opened up in Centurion, city of Tshwane. He is an astrologer, Herbalist, Healer and Researcher. He is the proud winner of the Eastern, African Herbalists Control Council Award for a Life-time Achievement in Astrology and Herbal Healing.

1. Read & tell ALL your problems before you mention them to him
2. Bring back a lost lover, even if lost for a long time
3. Remove bad spells from homes, businesses etc.
4. Ensure that promotion you have desired for a long time at work or in your career
5. Remove the black spot in your hands that keeps taking your money away
6. Find out why you are not progressing in life and the solution
7. Introducing (Mulondox) blend for enlarging the penis in both length and girth of the tissues and muscles thus increasing size. It naturally releases suspensory ligaments from the base of the testicles making it big and strong on a permanent basis with 100% erection capability
8. Elimate any family fights between children & parents, in-laws, husband, wife and ensure peace & harmony in home
9. Recover stolen property and trace the whereabouts of people that hurt you
10. Attract customers to your business and turn your trade into a favourite among clients
11. Ensure excellent school grades even for children with mental disabilities
12. Guarantee that you are loved and trusted by your colleagues, husband, wife, in-laws, friends etc.
13. Quite alcohol, smoking, drugs using purely herbal therapies with no side effect
14. THIS POINT DROPPED OFF THE FLYER
15. Get you married to that lover of your life in a short time and seal up your marriage with eternal love and happiness
16. Heal women problems of barrenness, disturbing menstruation, abnormally long pregnancies etc.
17. Ensure that a single person gets a partner in shortest time
18. Bring supernatural luck into your life to win chance games like lotto, casino dice, black jack, machines etc.
19. Bring you to see your enemies and make demands on them using a mirror

(ALL TEST CHALLENGES CAN BE OVERCOME IN 5 DAYS)

STOP SUFFERING IN SILENCE RUSH TO GET THAT HELP YOU NEED IF NOT FOR YOU, DO IT FOR YOUR LOVED ONE.

Confidential Guaranteed
CONSULTATON R200-00
ALL WHITES, BLACKS, COLOURED, ETC WELCOME.

CONTACT PROF MAMBA
7 Boabab Street
Cnr Lenchen South & John Vorster Drive
(Opposite KFC), Centurion, Tshwane

CALL OFFICE: 012 663 9308
CELL 071 535 0689

So there you have it. What recession. All can be solved. All can be sorted. What a brand.

Drumsticks in a bag

I just a had a great lunch of chicken drumsticks pre-spiced and ready to go (being psychopaths as we are at Frida Communication, we cook every day, not only because we are hungry, but because we are really interested in the innovative products which a number of brands are beginning to produce and place on our retail shelves). Quite remarkable that for how many years haven’t we eaten, enjoyed and loved a classical and traditional chicken leg, but my, how amazing it is when the traditional chicken leg is transformed into something we have never tasted before? (Good on you, Spar).

Often you will hear the phrase in our industry that ‘nothing is new'. After all, a chicken leg is a chicken, leg isn't it? No, it doesn't have to be so.

People like chicken legs so how can we make them distinctly different? We learn from history and build upon it. If we can learn and understand what our consumers love, we can take these products and brands to an outrageously higher mean. I am reminded of an article I read in "the World of Interiors - March 2009".
Picasso: Challenging the Past (Preparing for a future)

When Pablo Picasso painted himself at the age of 16, he donned an 18th-century powdered wig in the style of a portrait by his compatriot Goya. Picasso's expression seems ironic, even mocking, his attitude to the art of the past was anything but disrespectful. He himself declared: "When I paint I feel that all the artists of the past are behind me" - a remark indicating a certain anxiety as well as admiration.

In the aftermath of World War II Picasso found himself in a more isolated position while abstract expressionalism dominated contempory art, Picasso concentrated on his" variations". These were derived from sources as varied as Poussin, Delacroix and Manet. Critics as the time dismiss his ethics as retrograde, yet now they are recognised as some of the post war periods most vibrant pictures. Picasso famously said that he exploited the art of the past to avoid repeating himself.

So the humble drumstick can be reincarnated, recreated and re-energised. Possibly a lesson that we can learn from all of the adverting, branding and marketing that has come before us. How a subtle shift on history and tradition can completely alter a product's destiny. We can change, we can alter, but ultimately never forget that we can learn from what has come before us. Taking a traditional product and giving it a spin can completely reinvigorate a brand and reenergise that brand's consumers.

The humble drumstick. Just because we as consumers love it (not unlike any brand) doesn't mean we can't get creative and take any product or brand to a completely new level.

All we have to do and to recognise is that what has come before is a learning of what is going to come in the future. What we as an industry are challenged by, is the task of transforming history into something that is highly contemporary and possibly never been done before.

Take that drumstick and beat it really hard!

You’re invited

Nothing in this industry is probably more exciting than being invited to pitch on a major brand. There is nothing more exciting, nothing more rewarding than in our creative minds to be seen as a preferred shortlisted and or contender in a pitch.

What a bitch.

It's a bitch when you go through an hour-and-a-half presentation on the brand, its standings, its position, its skills and its pretence differentiation, only to be shown a slide at the end (this after one and a half hours) that the budget is only R120 000!

Now, to contextualise it, you must understand that four agencies, two a piece, were in this briefing session. A quick calculation is that the audience represents a minimum of R12 000 worth of agency time just to listen to a junior marketing person weighing on about their products. If we really think about it, and if we were dubious enough to rip the client, we could possibly achieve a margin of, let's say 30%, (why, wouldn't that be great in this day and age?) which would equate to (if we use the budget presented to us of R120 000) R36 000! Whoopee!

But now if we take this into consideration. Four agencies all spending what would probably be four days to produce anything realistic, viable and responsible, and what do we have? A client that gets R48 000 worth of thinking x 4 (R192 000!!). Now that is a real bargain.

Oriental Plaza

Maybe the ad industry should all move into the Oriental Plaza. After all, the rent will be a darn side cheaper, the environment far more colourful and more specifically the samoosas are of the highest quality (tasty returns)!

Samoosas anyone?

If we all took a leaf out of the Oriental Plaza sales person, we would be negotiating the wares that we sell, and in this instance, we would be negotiating strategic and creative thinking which could fundamentally transform a brand. Where's the negotiation?

Ah but no, we as a rule, in these times, go along with whatever a client demands (or pitches). After all (we have been shortlisted!). Now really, I would like to ask the industry, where we draw this line. And I understand this has been an ongoing debate for I don't know how long.

All I can say is that I refuse to sell my service and my expertise for anything less than it deserves. The contribution we bring to brands, even in a pitch environment, is fundamental and until we as an industry take ourselves seriously, why should the brands we represent?

Dont accept this

This is a blog all about the new, the unidentified and the possibly brilliant, but I have to say that even with my experience, I would appeal to all those new startups, those new innovating and those who are fresh to the industry, don't accept this from any brand, big or small.

After all, it is up to you as the new "industry" to change what many a client think is their right to abuse, use and take advantage of the skills that somehow have become almost freely available just because you're invited.

If you don’t use your kokis, you’re gonna be in trouble

Have you drawn a headline lately? It seems that globally, and locally, there is a trend to bring back typography which is distinctive, original, but more importantly hand-drawn. Have a look around and you will notice that all the major brands are more and more using handwritten typography in an attempt to differentiate themselves.

In 2009 it seems that the hand-crafted type is becoming an essential. A brand differential. A hand-crafted brand signature.

Is illustration coming back?

A number of years ago illustration had a huge role in all things advertising. All things promotional. All things marketing. This was prior to mass photography, mass branding and mass communication.

Could we say that we are returning to something more individual, something more personality-driven for brands today in order that they remain relevant?

Just a thought, but I predict that we may be seeing a resurgence of illustration led firstly by typography, but ultimately less driven by photographic and more about the illustrator.

If I were a betting man I would be betting on Copic shares. Not to mention the manufacturers of the original markers for those old enough and skilled enough to remember the great magic marker!

Pity me because my partner thinks so

So it goes like this. In my last entry I referred to the concept that more and more photographers are sending back models (18 years and younger) that have no life experience and that more and more retouches are being called upon to create the “imperfections” required to create the life experience the camera and our audiences can and do detect. My partner in Frida Communication thought I had lost the plot and questioned the principle of imperfection in brand advertising today.

Amazingly, she then went on a mission to discover all things that are contemporary women today, notwithstanding the cover of Love magazine which depicts a wonderfully voluptuous and very real woman. Lots of debate rages around nudity and its impact on our audiences but this particular cover really resonates for me. How wonderful to see a real woman exhibiting her real self in a real world media space.

Back to the partner. Placed in front of me is an article from the Shape magazine in which, under the psychology editorial, Toni Younghusband eludes to the fact that women are driven by the need to be everything to everyone but are endangering their health and damaging their closest relationships.

The whole idea of reassessing priorities is quite an interesting one. “Women often have an over-developed sense of responsibility – the belief that they have to care for it all: work, children, husband, ageing parents.” says Penny Herscher, CEO of a leading Web 2.0 company.

Janice Appelbaun calls it the “picket fence syndrome”. “Women are brought up to believe in the picket fence. But life is constructed in a certain way. You know, two bright and beautiful kids, the prefect husband, the top job, a dog and a cat, a house with a picket fence... so we spend our lives trying to create that perfect world. Only life isn’t perfect and when we can’t quite get that picket fence to stand up as straight as our neighbours we beat ourselves up about it” she says.

So the question is: how are brands dealing within this space? Where women are under pressure, where women require support and brand commitment - after all, these are predominately in most FMCG brand lives, their primary consumer. Not sure as an industry that we are taking enough cognisance of the fact that one of our primary audiences are exceptionally stressed, under huge duress and who would really appreciate a brand that understands and is cognisant of their lives today.

So imperfection is all about an understanding of our target audience, their lives, their frustrations and their complexities. Or, as important, if we are to communicate to the level which most brands wish to with these women.

A number of brands are already addressing this space and are surely benefitting from these insights, but back to my partner, who now clearly understands and more importantly clearly believes that imperfection in fashion and in branding is now highly contemporary. More specifically, the more we understand the lives of our consumers the more we are going to understand how our brands fit into their lives. Stressed, imperfect and what? How does the brand you are working on touch the audience you are aiming at?

Creativity is important and over achingly makes the difference between being noticed and or being under the radar. However, creativity with insight can really transform a brand into relevance which provides the originality and ultimately the impact that as an industry we are employed to provide.

Imperfection could be, and I pose a question, the cutting-edge creative idea that as an industry we really need and want.

A note from the author, Mike Frampton.

Wow. What a response. It seems a blog of this nature is really important to our industry and to all those brands and clients who respond to alternative and different thinking.

In my personal opinion, I believe that the time has come for the new, the changed and everything we haven’t seen before but will ultimately influence and change our industry. I would like to know all of the things that individuals and companies within our industry are innovating, what they believe in and how they are contributing to fundamental brand growth.

This is an invitation to all of you out there that have something distinctive and different to share with the world. This is a platform for you to communicate and advertise to a new marketer what you have to offer that is distinctive and fundamentally different. Bring it on.

This is a platform equally for you to agree and or disagree and or contribute to what should be fundamental to the industry in developing all that is new and all that is change.

Waiting waiting waiting for the bus. Where’s the bus?

So it took a group of US students to decide that waiting for a bus is a little like waiting for life.

Arriving at a bus stop in any first world country, on average, consumes about 20 minutes of valuable time, each time (waiting). For a moment consider if each of these individuals who use a bus service and rely upon it could save 15 minutes every trip! A group of US students decided to change it.

What they did is they tapped into the bus companies GPS tracking system, linked it to a website whereby you can pick up the information from your mobile and or laptop, and can immediately tell, down to one square meter, where in the city your bus is. So instead of standing at a bus stop, you could have another coffee, do an extra bit of work, spend an extra 15 minutes with a loved one or basically use your 15 minutes more effectively. Logical really.

Where is the brand?

But where is the brand that bought this to the consumer? Where is the brand that in the future will own this platform? This is about innovation based on a real need from a consumer. Why do we as an industry consistently wait for our consumers to create the platform that we as marketers and advertisers so easily could have created? In South Africa Outsurance is probably the brand that would be on top of this.

Reading 10 magazine I stumbled across an article on the Secret Gallery Inc. (What a fabulous name!). This is actually a model agency based in New York and reading through an interview with Daniel Peddle, who is a director at the Secret Gallery, something stood out for me when he was asked “why are we seeing more ethnic girls on the catwalks?”

Daniel responded with “It’s the reality of the market place and reflective of the global village. These faces make that point.” How amazing is it that for at least the last 15 years, South African marketing and advertising has been so conscious of the “ethnic girl”? Talk about how the first world can miss a bus. How amazing is it that we are still criticised as an industry for not being as responsive and as ethnically aligned as we should be or could be?

I am of the opinion that the advertising industry in South Africa is well advanced and well on its way to recognising, understanding and creating communication that represents the diverse society in which we live, work and market to. Still a lot has to be done in the developed markets to understand this process, but more specifically, these developed markets have a lot to learn from our local industry. After all I think we do represent a global village.

In the same article, Mr Peddle makes the following statement when asked about the icy blonde girl. “We have seen a desire for fantastic fairy tale-liked faces. They have refined elegance - all of these faces do, but they are also in sync with the desire that culture has right now - fantasy”. I find the idea of fantasy really compelling in a world which is completely and utterly consumed by the global financial crisis that we seem to read about every day of our lives.

Fantasy – what a great consumer escape.

But talking about models in the slow, sneaky and mysterious way that trends move, capital-b bodies creep into vogue. “We have just gone through a baaaaaad period” says James Scully. Who is a cast director for fashion shows, and the like. “Some photographers are even sending back girls who aren’t 18 yet. Because they want some life experience. Some of the confidence from having lived life as a woman”. Rumour has it re-touches have even been called upon to add a little imperfection where it is missing.

Now how amazing is that.

Less of the perfect, more of the you. We are real after all, and as much as the brands and products we represent aspire to being perfect, maybe the time has come to show a little imperfection and to create a little solidarity with a human race that is anything but perfect.

A note from the author, Mike Frampton.

In my personal opinion I believe that the time has come for the new, the changed and everything we haven’t seen before but will ultimately influence and change our industry. I would like to know all of the things that individuals and companies within our industry are innovating, what they believe in and how they are contributing to fundamental brand growth.

This is a platform equally for you to agree and or disagree and or contribute to what should be fundamental to the industry in developing all that is new and all that is change.