Marketing beyond the norm - 20 Feb 2017

Leigh Crymble gets into the ‘Potayto, Potarto' debate by explaining how Cards Against Humanity's ‘Advertisement'-emblazoned potato Super Bowl ad changed how she sees marketing. It's proof you can get a point across without any fancy panning, zooming, audio, subtitles, call to action or even branding.

This ties into Danette Breitenbach's feedback from Posterscope's Future Defining Themes of OOH Conference, held at the Venue Green Park in Sandton. In her article on ‘making out of home work', she shares insights from Graham Deneys, group strategy director at Carat SA: “The OOH response needs to be tailored to ensure it is adding value over and above what is expected.” Just as you would not create a TVC just for the sake of it, it is the same with OOH.

With #Loeries2017 looming on the horizon, you may have seen the campaign creative on our site and elsewhere. I chatted to DDB SA's chief creative officer Liam Wielopolski about the 2017 Loerie Awards campaign creative. It's a simple yet fun executional idea; an idea that was easy to roll out and also cost-effective to maintain, with doodles inspired by the creative process, where everything starts off as a rough scribble.

In the run up to next month's IAB Digital Summit and Bookmark Awards, speaker John Sanei brings things back to digital with an article titled, 'The digital revolution is futile without a customer focus'. He lists two key trends defining the current commercial landscape, as well as the changing 'need states' of consumers and employees and the rise of the gig economy. Sanei will be speaking on the application of gamification to all facets of business at the Summit taking place on Thursday, 16 March at The Galleria in Sandton. Click here for tickets!

We also have thought leadership from Jodene Shaer on the human era of marketing and a wealth of industry news for you to read through. Best you get cracking!