Jeff Reckseidler

Wheels. Gears. Sticks. 
Tags



November 23, 2009

TRENDS | Trendwatching.com's 10 Crucial Trends (via @trendwatching)

I got a really well written article today from trendwatching.com.  In it they list their 10 Most Crucial Trends to watch in 2010.  The article can be accessed here, and below is the list summary:
 
1. BUSINESS AS UNUSUAL | Forget the recession: the societal changes that will dominate 2010 were set in motion way before we temporarily stared into the abyss.
 
2. URBANY | Urban culture is the culture. Extreme urbanization, in 2010, 2011, 2012 and far beyond will lead to more sophisticated and demanding consumers around the world.
 
3. REAL-TIME REVIEWS | Whatever it is you're selling or launching in 2010, it will be reviewed 'en masse', live, 24/7.
 
4. (F)LUXURY | Closely tied to what constitutes status, which itself is becoming more fragmented, luxury will be whatever consumers want it to be over the next 12 months.
 
5. MASS MINGLING | Online lifestyles are fueling 'real world' meet-ups like there's no tomorrow, shattering all predictions about a desk-bound, virtual, isolated future.
 
6. ECO-EASY | To really reach some meaningful sustainability goals in 2010, corporates and governments will have to forcefully make it 'easy' for consumers to be more green, by restricting the alternatives.
 
7. TRACKING & ALERTING | Tracking and alerting are the new search, and 2010 will see countless new INFOLUST services that will help consumers expand their web of control.
 
8. EMBEDDED GENEROSITY | Next year, generosity as a trend will adapt to the zeitgeist, leading to more pragmatic and collaborative donation services for consumers.
 
9. PROFILE MYNING | With hundreds of millions of consumers now nurturing some sort of online profile, 2010 will be a good year to help them make the most of it (financially), from intention-based models to digital afterlife services.
 
10. MATURIALISM | 2010 will be even more opinionated, risque, outspoken, if not 'raw' than 2009; you can thank the anything-goes online world for that. Will your brand be as daring?

Get the full article at: http://trendwatching.com/briefing/
 

Loading mentions Retweet

Comments [0]

November 22, 2009

ADVERTISING | is this the best AT&T can do?

I spent a year on the at&t brand last year and saw a lot of work come through brand mgt. Some good, some bad. But for the most part it stayed on course and had an effective and relevant point to make.

Given Verizon's all out assault on at&t I thought we'd see a killer retort. But when it comes to wireless the only effective advertising we see from at&t is for rollover minutes, and even then that work is pushing a feature that isn't all that important in the 'unlimited world.

http://gizmodo.com/5410354/luke-wilsons-droppin-post-cards-on-verizon-wireless

The above link also asks a great question: when an agency gets a brief that says: how do we address this attack from verizon; how the heck does Luke Wilson come into that equation? I think BBDO or someone at the telco giant just had a big appetite for the now slight chubby faced wilson brother.

Because he is NOT a good 'offense' in this years 'taste wars' battle. Verizon is making a great case for itself right now. Let's see if AT&T can hold share!
Sent from my Verizon Wireless BlackBerry

Loading mentions Retweet

Comments [0]

November 20, 2009

PROCESS | Latin American DDB shops shift creative teams

 

Lately we're starting to see agencies and marketers make some real, hard changes to their business in order to meet the needs of the new normal.

From Bob Jeffrey, Worldwide Chairman, JWT:
"The agency of the future will consist of three groups: CREATORS, PRODUCERS, and ARCHITECTS.
- The CREATORS will develop the big ideas that manifest themselves in stories and brand experience. 
- The PRODUCERS will bring those stories and experiences to life – on the web,in-store, through packaging, etc. 
- The ARCHITECTS will be in charge of context, helping to define and manage how, where,and to whom the stores are told."

And this week AdAge is reporting that DDB has shook things up in their Latin America shops:  teams are now composed of a Creative, a Planner and Digital Specialist. 

Progress, it seems, is here.  The reality is a visual and literal perspective on a problem was a good solution to produce great advertising. But its not enough perspective in order to build relationships with consumers.  That model  didn't bring the necessary resources into the process to ensure the message scaled and permeated through consumer land.

 
The article is a good read, and is here

Loading mentions Retweet
Filed under  //   process  

Comments [0]

November 19, 2009

DIGITAL | Salt101.com from Carmichael Lynch via @amymiranda

With the focus on interactive leaning towards "easy up" functionality such as Wordpress, etc, and the "big high school crush" we all have on Twitter and Facebook its amazing to think that the well designed, well told microsite even makes it to a brief stage.
 
But I love when it does.  Thanks to @amymiranda for the link
 
http://www.salt101.com
 
 

Loading mentions Retweet
Filed under  //   digital  

Comments [0]

November 18, 2009

ADVERTISING | Start the conversation - and drive the next step

Droga5, for its client Method, puts a brilliant piece of work into market that is purposeful, insightful and well executed
 
name="allowFullScreen" value="true"></object>
 
Source: Fast Company (http://www.fastcompany.com/blog/alissa-walker/designerati/methods-people-against-dirty-campaign-brings-politics-shower?1258570637)
 
 

Loading mentions Retweet
Filed under  //   advertising  

Comments [0]

November 17, 2009

PLANNING | Spur from @Redscout - episode 2

The second installment of the Spur series on Planners / Planning in the advertising industry is out. 
 
 
Its wonderful to see these clips mashed together and the insight is invaluable.  However I really thought we'd get more detail, more length - simply more content from these fabulous minds.
 
Next Tuesday - episode 3.

Loading mentions Retweet
Filed under  //   planning  

Comments [0]

November 16, 2009

INNOVATION | Start with "What If" not "How To"

Challenging how things have normally been done or accomplished is the first step in the innovation approach.  Being innovative, daring and bold starts with moving outside the accepted norms.   
 
In 1998 Peter Gruber, Chairman of Mandalay Bay, gave some insight on problem solving to Fast Company magazine.  In the article he noted an experience as they produced Gorilla's in the Mist. They had budget and "talent" issues in that the primary 'actors' - the gorillas - may not be the most reliable talent and could potentialy push the total budget sky high if they were have to go to standard actors in gorilla suits approach as a contingency. 
 
In an all-hands-on-deck meeting a young staffer asked the seasoned filmmakers a question that was initally laughed at:  "What if the gorilla's wrote the film?"  as the conversation went on it came to them, she was on to something.  After some conversation and exploration they ended up sending well known cinematographer Alan Root into the jungle for three weeks, and they wrote the story around the footage that was collected.
 
Gruber remarked to Fast Company that this was one of the greatest lessons he has ever learned. It was a novel approach.  To that point the so-called experts could not get beyond what they "knew" in order to find a solution. Once they opened their ears to a new, fresh voice, they were able to create a fabulous plan to address a vexing problem, which lead to a lot of success at the box office.
 
The point of the long analogy: when you lock into the how-to you you end up with a normal, bland and expected result.  By exploring the what-if question in the conceptual stage and by keep it going throughut the process - it becomes easier to craft unique, unexpected and relevant solutions.  It also creates a guide for the how-to'ers to execute and even innovate against along the way.
 
 
 
 
 
 

Loading mentions Retweet
Filed under  //   innovation  

Comments [0]

November 16, 2009

FACEBOOK | Marketing in the stream now available? (via @armano)

David Armano threw some great screens up to his Posterous blog last week to showcase a cool app that should pique a lot of curiousity for marketers within Facebook. 
 
I know I have a few clients asking me about this very notion right now...marketing in the stream.  The utopia for many.
 
 
 

Loading mentions Retweet
Filed under  //   facebook  

Comments [0]

November 16, 2009

FACEBOOK | The new Inter'tube'

Another example of Facebook becoming more of an AOL type community (in my opinion).  I am hearing more and more of this:  people are cosuming content and browsing after authenticating to Facebook.
 
But this isn't another AOL:  inside this community users consume content that orginates primarily from OUTSIDE of the walls, where as AOL was INSIDE and exclusive.  Interesting post from @steverubel
 
http://www.steverubel.com/five-incredibly-useful-things-you-can-do-with
 
 

Loading mentions Retweet
Filed under  //   facebook  

Comments [0]

November 16, 2009

INNOVATION | This should be the death of the desk

There are days, both at my house and my office, where I could use this!  Check out an  innovative approach to the desk could really work well for all of us.
 
Image courtesy of: http://posterous.betterinteractive.com/manuelsaezcom-work

Loading mentions Retweet
Filed under  //   innovation  

Comments [0]