Ana.Placinta

I’m going to IAA School. Isn’t that cute?!

Some people have asked me what kind of school is that? or why the f***k should i go to it? or why should I pay so much for just 4 months of school?

Well, my dears  I’ve heard that it’s great, that the teachers are good, that there is lot of practice, that you’ll become a better pro. The fact is that I’ve wanted to attend it from last year…but hey, all sorts of reasons stoped me.

What I expect, apart from the things that were underlined in the submission essays, is not to regret the fact that I didn’t go to France with those money (buying a MacBookAir, as suggested by Lucian, is not actually my dream ). But… yes, of course the main reason is the knowledges that you’ll absorb …

sometimes after a couple of months or years, you go back & remember things how they were, how you acted and reacted, how others felt and looked like.

it’s the moment when you discover that something changed. if you thought back then that you were right in an aspect, now you may regard yourself as having been a fool and a naive. feeling like that is good. it’s the definition of progress. having regrets is a dangerous state … you may pass from feeling like a fool or a naive to acting as one.

this works both on the professional and personal side of you. (of course for the ones whom may think that the two of them are sooo different…)

If i was to judge the Film category at Cannes Lion … I would have awarded no one with a Grand Prix. Instead they congratulated 2 brands: Cadbury & Halo 3 (Microsoft).

1. Cadbury commercial reflects more the strategy and it lacks a consistent creative teritory. To better understand what I mean to say: it’s the strategy & then the executional idea. So the strategy is break through the category’s clutter, through the chocolate category cliches & get remarked on the market (speak out loud & stand out!). This is what they did. The creative idea would be : the joy you feel when eating a chocolate bar of Cadbury Dairy Milk. From my point of view this is the creative idea, and it’s not impresive nor unused in its category. Ok, the execution part worths a tremendous wave of applauses…still this is not the Cannes’ aim. Now compare it with the creative idea behind Evolution from Dove…

2. Halo 3… well, on this one I can’t decide. I mean the Halo’s campaign was indeed incredible and amazing, but you can’t conceive it only as a TV copy…it wouldn’t have the same effect, it wouldn’t have the same impact (when compared with Cadbury’s TVC). It’s quite impresing because it managed to raise interest and stimulate sales, it created an entire hysteria both for the conaisseurs and (most important) among ‘the igorants’ (persons unfamiliar with the game). I highly appreciated the award for Integrated campaign cause it deserved, but a GP at the film category…?! well, it’s a bit too much, don’t you think?

now, creatively speaking my favs (not for GP) are these two:

Smirnoff Red-Sea

… and Nomis-Damn boots

You know what I mostly despite (occasionally) in advertising? The words. No, I’m not kidding. I dislike them because sometimes they are making communication sooo boring and rigid.

And no this is not how things are supposed to be.

Too many bullshits here and there… I should sometimes declare myself mute and blind. No writings, no readings…

Being corporate has nothing to do with the above.

yesterday the creatives exercised a bit their creative skills, havin’ as a muse the football game Ro-It…

so this is what came out of it: http://www.flickr.com/photos/27603405@N05/ and http://www.flickr.com/photos/27691636@N08

well, my fav is this…

…..and this one

of course no one took in consideration as a potential idea the fact that the game could have ended equally…

reading some stuff about our most esteemed piece of the chessboard: the consumer (who else?!).

pretty dusty the book from 2000 (2nd edition)…

its title : Advertising & the Mind of the Consumer

i’m anxious to finish it, so i can proceed with the Leap… Yeaah, I have it!!! Thanks to a friend…

i’ll come back with the ‘cookies’ subject…

(un fel de…) Banc sec

‘Ma suna o prietena, vineri pe la pranz…

-ce faci, mai?

-hmmm, pe la birou. ia, zi…cum a fost la effie?

-aaa, suuuper!! mi-a placut la nebunie!!

-detaliaza, dear…detaliaza!!

-pai, nhaaa…ce sa spun… erau numai baieti frumosi si bautura fina!’

la naiba…se pare ca tot am ratat ceva !

dragi blogeri, domoliti-va tastatura si mai spalati-o si voi, din cand in cand (ar fi utopic sa pretind consecventa absoluta), cu putina obiectivitate.

iar pentru asta trebuie sa faceti urmatoarele:

1.verificati informatiile pe care le ‘viralati’ (aiurea)

2. ‘criticati opera si nu persoana’ (dc nu, e subiectivism maxim)

stiu, pe internet esti liber sa faci ce vrei. dar libertatea fara bun simt, nu poate sa se transforme decat in anarhie sau dictatura.

*adresata unora dintre blogerii aprigi si inversunati, ce cu strasnice au preluat si comentat posturilor unor oameni din industrie ds ceea ce a fost Effie 2008

Nu cred ca exista o zi mai potrivita pentru acest post.

Goana dupa premii e o stare caracteristica unui advertising ce inca nu a ajuns la maturitate, ce se afla inca la pubertate. In adolescenta iti ascunzi ‘cosurile’ si varsta prin mici bufeuri de personalitate, prin excentricitati ce te depasesc ca si conditie.  Advertisingul de pe la noi nu il pot incadra perfect intr-o anumita etapa din pubertate, lipsa mea d-experienta bat-o vina, insa se manifesta ca in ‘line’-ul amintit anterior. Vrea sa atraga atentia, sa epateze prin premii glamorous, prin cat mai multe reflectoare proiectate asupra sa.

Nu ma refer exclusiv la Effie. Nu ma refer exclusiv la Leo, McCann, Graffiti etc. E o stare de ansamblu.

Ce ma deranjeaza e ca nu toti cei ce inainteaza lucrari la primit ‘coronite’, o fac pentru ca sunt mandri de rezultate si cred sincer in ele, ci pentru ca acea coronita te aduce pe scena, te face vedeta, te pune-n prim plan.

Cu siguranta lucrurile se vor schimba. Caci ceea ce am spus mai sus nu e nimic nou sub soare, de aceea cred si sper ca de la an la an vom vedea si ceva schimbari in bine.

ma asteptam ca intrarea BK pe piata romaneasca sa fie mult mai ‘zgomotoasa’ si mai ales sa aleaga o locatie independenta pentru primul restaurant… nu s-a intamplat asa. piata incepe sa devina crowded pt profilul tragetului…iar orice noua lansare tinde sa devina un zgomot de fond. in plus, primul contact cu targetul trebuie sa fie unul memorabil (de altfel o conditie sine qua non pt un brand care se respecta).

o prietena a sugerat ca aceasta locatie este o ‘locatie-test’. daca e asa atunci e destul de ciudat si ineficient. intradevar investitia este mult mai mica decat in cazul unei locatii independente, dar si rezultatele sunt superficiale. nu poti avea niste rezultate anticipative pt celelalte viitoare locatii, deoarece datele nu sunt obiective. se bazeaza pe niste fluctuatii artificiale: noutatea locatiei (Baneasa Shopping City, un mall recent deschis), consumatori ocazionali intr-o proportie mai mare (generata de vizitatorii din BSC sau din celelalte spatii comerciale) carora li se adauga o variabila predictibila (chiar si pt o locatie independenta) noutatea restaurantului (in acest caz generata mai mult prin WOM)

de altfel, un element extrem de finete este experienta pe care o creezi consumatorului. in acest moment acesta este un element esential de diferentiere fata de McDonalds…experienta ce depinde de segmentul de target pe care ti l-ai propus sa il switch-uiesti de la Mc la BK. segment pe care daca-l asculti iti va face jumatate din treaba. asa cum magazinele de bijuterii si ceasuri isi aleg pozitionarea geografica in functie de ‘versantul cel mai mult luminat de soare’ pentru a pune in valoare frumusetea acestora, tot asa si BK ar trebui sa isi justifice pozitionarea pe piata in functie de segmentul de target vizat.

BK se afla oricum intr-o situatie dificila. McDonalds va ramane pentru mult timp TOM…iar portia sa de consumatori fideli este una maricica, desi cred ca cea de consumatori ocazionali este huge (!) Poate ca cel mai bun plan din partea BK ar fi atragerea si in timp fidelizarea ultimilor. Atragerea unor consumatori fidelizati, fara un background puternic este o risipa de timp si bani.

As vrea sa cred ca urmatoarea mea vizita intr-un BK va fi o locatie independenta, cu un consumer engagement ridicat….