read it

http://wklondon.typepad.com/welcome_to_optimism/2009/09/an-oldie-but-goodie-9-ways-to-improve-an-ad.html

Account handling tip #12: Do you need a meeting?

We all need more time, the Agency needs to be more efficient and meetings are the mother of all time holes.

So do you really need one?

Clients tend to call meetings when they should be solving a marketing problem.

So try asking Clients for a really well defined agenda - what's their objective they need solving.

And find out if you can sort it without taking three hours out of your day.

Try it....it works

Account ammo #11: Don't believe the hype. Russell doesn't

Hi

I've banged on before about the fact people don't care about brands as much as we like to think.

They also don't consume media like us. This is summed up nicely here

But now even digi uber lord Russell Davies thinks we overplay the web revolution here

He says: "makes me wonder if I/we've been over-egging this internet revolution pudding quite a bit. Is it that much of a revolution? It certainly has been for me, but not so much for my Mum and Dad, or my son"

Indeed.

It just points to using a plain old common sense filter - rather than just trooping off with an idea, first work out what people will really do with it..how will it actually work in the real world?

Why only 10 or so brands generate genuine loyalty

From Steve Henry

Remember, digital isnt necessarily the panacea

here

One of the greatest posters ever?

here

Account Handling Ammo #9: Presentation gold

Any presentation. Anytime. Any point you want to make.

If you don't find a relevant slide for you presentation amongst this lot, I'll eat my face.

There's some good slides on Helge's website too.

Thanks to Neil.

Account Handling Ammo #8: Tips on social media

I do hope people can give more examples of how big brands can use social media.

Because a lot of it is 'nice in theory' and I remain unconvinced that most brands have a role here at all.

The problem is that for every T mobile (which every Agency in town will now be trying to replicate) there's hundreds of examples of failed social media experiments.

If you are "social media'ing" here's Faris' tips.

Be Nice Or Leave

View more presentations from Faris Yakob.

The best bit is thinking of brands as social objects - "the key is to produce something that both pulls people together and gives them something to do". My sense is that brand utility - giving people something useful rather than just entertaining them - will become more and more important.

I also like the bit about "when did we start trusting strangers?"

For another good way to look at how brands can use social media, look at this from John V.

And helpful ways to think of brands in social media as social objects or even social markers or simply social currency
- its not the technology, its what you do with it

And finally....here's a bank of social media that has been tried and is, at least, interesting:
Wispa
Tango
Skittles

Account Handling Ammo #7: The one thing that will make your life in advertising better

As you may have guessed by reading this, the biggest single mistake we make in communications is assuming people really care about brands in everyday life.

They are simply not that important to people.

So next time you're in a Client meeting dissecting the tiny details, or creatives are getting carried away with their latest viral, think about showing them this great little video from Russell Davies.



If you take nothing else from these posts, it should be that.

You can use it in almost any conversation. It always helps.

Because it means you have the right type of debates. You either have to do something amazing and fresh to capture conscious attention, or rely on low attention processing.

Either is valid, the point is that assuming that people don't care from the outset will help you do the right thing.