Advance

ARLA PROBIO HITS THE SHOPS

29/08 2008 // aaron

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Over the past two years we’ve been working intensively with Arla, helping them with strategy, market research, and refining customer insights. Based on these, we’ve been jointly developing concepts for products and communication. The first fruit of that labour is Arla’s new ProBio drink, chock full of fibres and other probiotic goodness. The drink hits stores today and our Nordic campaign (print and TVC) launches on Monday. Here’s the ad:

Tags: Advance, advert, Advertising, arla, Copenhagen, denmark, probio, tvc

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SPORTING GOODS

27/08 2008 // aaron

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Meet Anna, part-time Advance receptionist and definitely our most successful sports catalogue model ; )

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IF YOU HAVE SOMETHING IMPORTANT TO SAY – SING IT!

26/08 2008 // Annette Flinck

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Especially if it’s for a good cause! Advance is working on a big project together with our client Elsparefonden (the Danish foundation for promoting energy-saving behaviour). It’s too early to reveal further details, but the campaign will feature a lot of well-known and respected musical talent, a lovely Danish X-factor judge, and an old-school children’s song. We did some of the recordings last week, and we’re extremely excited about the outcome.

The campaign will go on-air in week 37 and will involve different kinds of engaging and interesting online activities, TV, in-store and hopefully a lot of energy-saving behaviour. Once the campaign launches, we’ll give you some insight into the strategic thinking behind the idea and, of course, the creative solution. So watch this space in the near future.

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HEED HUGH

20/08 2008 // aaron

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I don’t usually link to posts by people like Hugh MacLeod or Seth Godin simply because everyone reads their blogs anyway, right? But Mr MacLeod’s latest entry pretty neatly sums up some of the quandaries of corporate blogging and I thought it was worth flagging here for any Danish marketers thinking about taking their companies into the blogosphere.

The first point that rings true is the following: “If you want to be boring, talk about yourself, if you want to be interesting, talk about something other than yourself.”

The obvious take-out here is that the key to many blogs’ success is value. If people log onto the Dell blog Hugh is mentioning and all they find are a load of posts with Dell employees in silly outfits doing silly things at company parties, it’s not really a value-adding experience. But that’s not to say the blog should shy away from frivolity entirely.

Essentially it’s a question of balance. Show readers that yeah, your employees are real people who have fun but also give them something they can’t get anywhere else. Make it the place to visit for genuinely insightful industry analysis, or the best-known blog for quality debate about the latest trends in shipping software (assuming you’re a shipping or shipping software company).

I have got to run, but in any case I know way less about this stuff than people like Hugh. If you’re seriously thinking about blogging, or any other social media platform for that matter, then make sure you keep an eye on his blog.

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EXPLORING NEW FRONTIERS

20/08 2008 // aaron

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This turned up in one of the female toilets the other day. I’m not too sure what’s going on but investigations are ongoing.

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SUMMER PARTY!

18/08 2008 // aaron

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We had our annual summer party on Friday, which was a lot of fun. We took a ride out to Hegnslund where we drank some nice drinks, played some games, ate some lovely food and then drank lots more nice drinks. Some of us even danced. Take a look at our Flickr page to see the rest of the pics.

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HELLO CARSTEN!

11/08 2008 // aaron

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Introducing Carsten Løvig, the latest addition to our creative team. An extremely experienced AD, Carsten spent 7 years in the US before returning to his homeland in 2002 where he forged a successful freelance career. We haven’t unearthed any secrets from his past yet, hence the formulaic tone of this blog post.

What we can tell you is that Carsten is going to be an important part of our growing Resound team. And with two big campaigns currently underway, his arrival is timely to say the least!

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ONE NIGHT IN COPENHAGEN

08/08 2008 // aaron

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Unless you’ve been living on the moon the past few days, it probably hasn’t escaped your attention that Paris Hilton is in town for Copenhagen Fashion Week. Never one to miss out on an opportunity to schmooze, Advance creative director Morten spent the last three days running Miss Hilton to ground. He eventually tracked her down at a Hellerup soirée where they discussed the intricacies of media planning during periods of economic downturn.

Tags: Advance, Copenhagen, København, Paris Hilton

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SOLD ON SELL! SELL!

07/08 2008 // aaron

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We’ve been really digging the blog of Sell! Sell! these past few weeks. They’re a newish (I think) independent agency based in London, and judging by their blog they have a pretty smart take on the industry with an eye for detail and an unshakeable belief in the power of original thinking.

But it was this post – drawing a distinction between the old cynics who are in it for the money, and those who genuinely ‘fight tooth and nail to do the best work they can for their clients’ – that really resonated with me. It got me thinking about how hard it can be sometimes to maintain your convictions when dealing with clients who (for whatever reason) consistently react negatively to your ideas and treat even approved work without respect. But, as the post maintains, it’s vital that you never lose faith. The alternative is to become an embittered old hack bemoaning everything about the ‘industry’ and everyone in it.

Anyway, make sure you go check out Sell! Sell!

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MOBILE COPENHAGEN – AND BEYOND

05/08 2008 // aaron

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Advance director Jens Krog was at Mobile Copenhagen a while back and came back with some extremely insightful thoughts from the conference which he’s asked me to get up on the blog. Advertisers and marketers taking their first hesitant steps in the mobile world will definitely find this useful. Over to Jens >>>

Mobile Copenhagen was an inspiring combination of new opportunities for marketers and communication professionals and a flash back to the early days of the Internet.

I was intrigued by the opportunities of local Bluetooth networks where you can really be contextual and target the communication to a specific situation on a specific location – shopping centres, football matches covered by a Bluetooth network accessible by your mobile phone.
Admob also showed the power of advertising on a mobile phone platform – banner-like ads on your phone or on a mobile Internet platform. And when Google declares mobile advertising to be a future cornerstone of advertising, I’m convinced.

It was obvious that there is a new dimension that confuses many marketers – the revenue stream generated from the traffic. Is it a business opportunity or simply a new medium? It can be both, but the confusion is a barrier that keeps many advertisers from really pursuing the opportunities. For most it can become a cost-neutral activity at best which I think is great news.

The conference also showed that the standards and measurement of effect still has a long way to go – the industry is still immature from that perspective and reminds me of the early days of online marketing.

And honestly I was really surprised to listen to the rhetoric focused on mobile marketing or advertising as a mass medium. I feel that the Media agencies are extremely focused on looking at the mobile platform as a mass medium – why? Because it’s a way of comparing and arguing for the advertisers to spend money on mobile marketing – from a quantitative point of view.

By doing so we miss out on a lot of golden opportunities. Why not focus on the quality of the medium? By which I mean the easy access, the fact that it’s by far the most personal medium available, and the contextual quality. For many marketers, this means that mobile marketing could well prove to be the most efficient medium available.

Tags: admob, conference, Marketing, mobile copenhagen

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