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Cut the legs of a campaign

Will we ever lasting ad campaigns over more?

I already worked for a creative director who, for each new account our agency has won, made the overhaul of the customer logo. It has never been requested by the customer. But my CD just wanted to change the logo. And it has never been an improvement, a mere exercise of ego and a waste of money the customer.

Things that over the years have come to symbolize the brands as logos - and especially, catch it changed so fast and so often that is difficult to follow. Consequently, no.

We all know how it works: Each time a new CMO is long, he / she commits a new agency. And suddenly, everyone in both the client and the agency felt the need to piss on the landscape of marketing and branding of their territory. This means a new campaign, a new slogan, new logo, etc. It is change for change.

It was a real virtue to submit a campaign idea advertisement that "has legs." Now, it does not matter so much. Now it seems that we are committed to amputate prematurely campaign that has legs. Is this a good idea?

The result of that itchy trigger finger on is that campaigns consist of short pulses marketing that do not have a lasting impact, or a lot of sense. I recently heard a radio spot with the Audi slogan "The Truth In Engineering. "I had never heard before. What that even mean? What does this mean that we live in The Age of Blade Taglines. Fine, Audi makes good cars, but "truth in engineering? "I think there is little truth to be had there, to hyperbole. What is worse, even as a consumer, I have little interest in getting Audi to explain it to me.

Taglines, like all other parts of the advertising is an art. And it becomes a lost art. A portion of the upper school students rotating ad that suffer this what I call " Tagline dependency syndrome '(TDS). TDS occurs when an ad has no real meaning whatsoever until you can see, hear or read the slogan, which aims to explain everything that came before it. Thus, each ad campaign with TDS, to work, it is imperative to focus the slogan. There is too much publicity can do this for any length of time, which limits the life of the currency, and thus the short campaign duration.

If you think that many are not great taglines, then you've obviously never had to find one, as I have time and repeatedly. This mission inevitably emerges in a big pile of steaming mad.

But whether a new slogan or new campaign, the genesis is always the same. You know you're in trouble when you hear this about a current campaign: "Consumers are tired. "Bullshit. We want consumers cared a campaign so they get tired of it. No, it's our industry that l'industrie fatigue, where new creations, new shops and new campaigns food prices and the beast show business press.

This is the problem: It's not that consumers have short memories. This is because the creative directors and CMO's have them. And by not allowing a continuity taglines become more commonplace and more sense. Collectively, customers simply do not assign a value, in part because they are short.

This is only going to get worse. As work increasingly interactive arises, the only measure of success will be parameters such as clickthrough rate, which rarely address anything beyond the immediate impact of a message.

In all forms of marketing, nerds are Analytics supported in an attempt to prove once and for all what works: "Let's test these banner ads 50 with these 10 different taglines, and see which works best. "Good to know, except that we do not yet know what works on a significant period of time, just the execution that has impact most immediate. Nothing has time to develop, or simply grow on people.

Some of the most famous brands had campaigns and slogans that ran for years, decades in some cases. I'm beginning to think those days are long gone. Not because the marks can benefit from long-term ideas, but as advertising professionals, our careers can be advanced by the prosecution of someone other major campaign.

In recent years, it will be even ad campaigns we have learned to know them? Is it a fairly large to last more than a month?

I think we will not see too many campaigns with the legs. What is one more reason the best legs, attached in mind, do not go into advertising in the first place these days.

About the Author

Branding. Religion. Censorship. Office politics. Global politics. Sexual politics. And getting drunk during a job interview.
Since 2002, Danny G. (a.k.a. Dan Goldgeier) has been writing the most provocative advertising columns ever published. They're all witty, thoughtful and probing, and a must read for those who want a perspective rarely seen in traditional industry publications.
An Atlanta-based copywriter and ad school graduate, Dan has worked at shops big and small. He reads incessantly about advertising, and is a whiz at rock & roll trivia. Learn more about him by visiting his copywriting website or AdColumnist.com, the View From The Cheap Seats Archive website. You may also find articles by Danny G at TalentZoo.com.

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