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Advertising IdeasPart 2
Advertising IdeasPart 2
The Creative Revolution Bernbach, Burnett, & Ogilvy
The Marketing Revolution Positioning
The Creative Revolution:
1960-1969 - Cultural Forces Countercultural movements
“Break the rules” 1950-1969 - Business Forces
A New Breed of Agencies A New communication style Three Influential individuals...
Three Key Individuals
Bill Bernbach, Doyle Dane Bernbach (DDB)
Leo Burnett, Chicago, IL
Three Key Individuals
“If you reach for the stars, you might not get one, but you won’t come
up with a handful of
mud, either.”
David Ogilvy
Three Key Individuals
Came from UK to start agency – Ogilvy & Mather
Wrote books about advertising
Know Who This Is?
He’s Paul Rand Very Influential Graphic Designer
The key - surprising combinations of words & visuals
Paul Rand worked with Bill Bernbach
Bill Bernbach Started as writer for head of World’s Fair
Meets Paul Rand at small ad agency
Moves to Grey - becomes Copy Chief
1949 - Starts “DDB” - Doyle Dane Bernbach
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
Polaroid - dramatic visual demonstration
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
Polaroid - dramatic visual demonstration
Jamaica - one word and a visual...
3 Key Campaigns:
The DDB Style (cont):
Mobil - “We Want You to Live”
Avis - Helped inspire “Positioning”
3 Key Campaigns:
The DDB Style (cont):
VW - Campaign of The Century
3 Key Campaigns:
The DDB Style (cont):
A New Way of Creating Ads Writer/Art Director Team “The Concept”
A New Industry Standard - in every award show
“Ad Age” chose Bernbach as their “Ad Man of the
Century”
The DDB Influence:
The Burnett Style
“Inherent Drama” Red meat on a red background
Leo believed you could find it in almost anything. After all, it was “inherent”
Leo believed you could find it in almost anything.
The Burnett Style
“Inherent Drama” Here’s how Leo’s agency captured the
wholesome personality of a Kellogg’s breakfast
The Burnett Style
“Inherent Drama” Powerful, instinctive,
and long-lasting imagery Powerful, instinctive
The Burnett Style
“Inherent Drama” The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliability
The Lonely Maytag Repairman
The Burnett Style
“Inherent Drama” So, how do you give personality
to a can of refrigerated dough?
The Burnett Style
“Inherent Drama” OK, how about cans of peas and corn?
OK then, how about new frozen vegetables?
The Burnett Style
“Inherent Drama” Tuna fish?
Sorry, Charlie, we just want tuna that tastes good.
The Burnett Style
“Inherent Drama” Cat food?
There’s a little bit of Morris in just about every cat owner’s cat.
The Burnett Style
“Inherent Drama” Cookies?
Made by elves who live in a hollow tree, and we almost believe it.
Made by elves who live in a hollow tree,
The Burnett Style
“Inherent Drama”
Time Magazine chose Leo Burnett as their “Ad Man of the Century”
It made Leo’s agency’s campaigns long-lasting and part of our culture “The glacier-like power of friendly familiarity.”
The Ogilvy The Ogilvy ApproachApproach
Now, let’s look at some early work by David Ogilvy.
He took classic lessons on copywriting and added his own wit and style
The result was advertising that added an extra value for the brand…
image
The Ogilvy The Ogilvy ApproachApproach
Craftsmanship Research - headline was from a British car magazine
Editing - all copy is tight and bright
Wit - upscale w/o being a snob
Rolls-Royce
The Ogilvy The Ogilvy ApproachApproach Story Value
Imagery - one small device - the eye patch - adds interest
Hathaway Shirts
The Ogilvy The Ogilvy ApproachApproach Story Value
Imagery - one small device - the eye patch - adds interest
Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over.
Hathaway Shirts
The Ogilvy The Ogilvy ApproachApproach “Rules”
Here, a similar but different approach for Schweppes - why?
Because Ogilvy believed you should
Find out what works - and repeat it.
Schweppes
The Ogilvy The Ogilvy ApproachApproach
Ogilvy grew his agency into a world-class organization, with New generations of capable management
World-class clients Long-term relationships
Over time, his agency was the most successful.
Marketing Revolution: 1970-1979
Tougher economic times New, more “scientific” tools: Brand Management Market Research Segmentation “Positioning”
The Marketing Revolution Brand Management Neil McElroy’s “Big Idea”
At P&G (1931) The Idea - manage competitive brands within a company
Brand Management becomes standard for marketing organization
McElroy becomes head of P&G… Eisenhower’s Secretary of Defense!
The Result - companies understand their consumers more accurately
The Result - a shift to a marketing-driven perspective from a product or production-driven perspective
The Result - manufacturers begin to evolve into marketers
The Marketing Revolution
Marketing Research
Segmentation Product differentiation in response to consumers’ differing needs
Maximize potential market share
The Marketing Revolution
Positioning: Positioning was a new
perspective on the newmarketplace.
Popularized by Jack Trout & Al Ries, former GE Brand Managers
There were too many products, and too many messages.
Marketers had to deal with this new reality.
The Marketing Revolution
Positioning:
The Positioning authors said advertising had to evolve from hard-sell “reason why” ads... Through image ads...
Through image ads... to advertising based on “the mind of the consumer”
What was that mind?
Positioning:
Though the mind of the consumer was overloaded with messages...
in most product categories, there were very simple heirarchies...
Theproduct ladder
Positioning:
Within each category, there are four basic types of positions…
The Best Position
The Against Position The “Niche” Position The New Category
The Best Position
In most categories, there is a #1 in the consumer’s mind
Example: Crest
The “Best” Position leverages this
The Against Position
The “Against” Position defines itself vs. #1.
Example: Avis “We’re only #2. We try harder.”
It’s an aggressive and competitive position
The Against Position
The “Against” Position defines itself vs. #1.
It’s an aggressive and competitive position
Example: 7Up “The UnCola”
The Against Position
The “Against” Position defines itself vs. #1.
It’s an aggressive and competitive position
Example: Take The Pepsi Challenge!
Example: Take The Pepsi Challenge!
The Against Position
The “Against” Position defines itself vs. #1.
It’s an aggressive and competitive position
The Niche Position
The “Niche” Position promotes the product along one dimension of superiority Example: All-Temperature Cheer
The New Category The New Category is just that. It defines a category that didn’t exist before and then positions the (new) product as the best in that new category. Competition follows.
Example: PDAs
Positioning Variations:
Position by Problem Position by Competitor Then, agencies get bigger
Competition toughens The tempo increases...
Ad Evolution: 80s & 90s
Bernbach’s influence grows…
Client mergers continue… Agency mergers begin… Computers and cable… And the tempo increases even more...
1984
