Bartle Bogle Hegarty. A case study by Adam Duffield
Who Are Bartle Bogle Hegarty? - likes to go against the
normal adverts
- Has won a lot of awards for being different
- “When the world zigs, Zag.” BBH’s first large scale advert sporting their
adopted slogan.
Presenter
Presentation Notes
The BBH are an ad agency that often try to pride themselves by going against the norm of advertising by creating things that other companies would not. Their very first large ad campaign for Black Levi jeans sported a flock of sheep with one black sheep and a slogan of ‘When the world zigs, Zag.’ they say on their website they take this to also be the company motto and to use it when creating adverts. The BBH have offices all over the world, in LA, New York, Brazil, London, Stockholm, Mumbai, Shanghai and Singapore.
BBH Business Model
- BBH are an integrated Advertising company.
- An integrated ad
company BBH CEO - Gwyn Jones
Presenter
Presentation Notes
An integrated advertising company differs from regular advertising by accessing all varieties of advertising from all specialties, for example a non integrated company may just make one type of ad, but a company who is intergrated will offer more than that, for example the bbh will make an ad campaign that includes social media ties, print and video based ads. this also includes product placement in mainstream media and such. the difference being that an integrated advertising campaign attempts to connect to the consumer rather than just showing them an advert, this means the advert is more likely to stick in their minds in the long run and be more successful because it needs less exposure to do what it needs.
BBH competitors
- WPP Group - worth $16.6 billion - Omnicom Group - Worth $14.4 Billion - Interpublic group - Worth $6.6 Billion
Presenter
Presentation Notes
The BBH as one of the largest ad companies in the world have a lot of competition with other companies. this is very important in the advertising world as if a company wanted an advert and what the BBH didn’t produce what they wanted they would just go somewhere else and that would cost the company a lot of money and waste time. In 2010, the BBH made £95 million in total profit over the year, with another £27 coming from other companies they own. The BBH, despite being worth about $1Billion (compared to the billions of dollars of most of the competitors) it is one of the most prestigious, winning countless awards (The BBH has been voted Agency of the year 2 times in the Cannes Lions International Festival of Creativity, and they have also won 32 IPA effectiveness awards since 1988. in 2008 they won the IPA and APG effectiveness awards, the first agency to win both in a single year. BBH also won campaign magazine UK's 'agency of the year' award in 1986, 1993, 2003, 2004, 2005, 2011 and 2012.)
Products They Made Adverts For
- Dulux, color prohibition. - AXE, soulmates - Guardian world cup ads
Presenter
Presentation Notes
the dulux advert made by the BBH sports an alternate world where color pains have been banned by the government (like alcohol was) and trucks of pains are being chased through the streets by police (similar to the old moonshiners) a truck is taken down and a woman picks up a can of the paint and uses it to paint her apartment a lovely color and it brings happiness to her life. the soulmates Ad is about a man that chases a woman for a chance of dating her through all periods of time, medieval, renaissance you name it, he finally manages to get the girl with the help of his axe body spray. this advert in undoubtedly a little absurd and could never come from another company, this is what makes the BBH so unique, they really push the boat out with their ideas. the guardian world cup ads are a series of adverts sharing the guardian's coverage of the world cup on their website, while taking advantage of the recent fifa controversies and the world cup in general, with slogans like “straight, unbiased, we could never get a job at fifa!”
Creation Process
Presenter
Presentation Notes
When making the advert there would be a ‘copywriter’ that would make all the decisions for the text in the advert, this is an important job, as the text is the overall content in an advert and without well created text the advert might as well not be there. there would be an art director to oversee and create the designs for the advert, this includes color choices and the layout of the advert, for example the choice to use the brazilian flag would have gone down to this person, (or team of people) to decide. there would be many meetings between the BBH and the Guardian where they would exchange ideas and get feedback to create the best advert possible, the BBH would have made several concepts and worked on them to show to the guardian, they would then pick one, or a combination of many to create the final advert for them. this guarantees the client is happy.
BBH World Cup Adverts
- BBH world cup advert ---> - These ADs were very different
comparatively to what the Guardian would release.
Presenter
Presentation Notes
the BBH world cup adverts were made to advertise the guardian's coverage of the world cup, the adverts caught my eye more so than other ads as they were very different compared to the other things the guardian would release. The advert features a very bright color scheme that would catch your attention and make you look again, and one look would be enough for you to remember it. the advert also employs the use of repeating the point all across the advert to really drive the point home, for example the actual text on the advert saying they are straight and unbiased matches the way the advert looks. The logo, text and everything else is formatted perfectly to make it as even as possible, the fonts and logo used are very conservative, this shows that they know their target audience very well and know how to target their adverts at them.
Genre Of Chosen Advert
- My chosen advert is a Print advertisement - Print adverts must be good at grabbing
attention straight away or have a lot fo frequency to be shown all the time so you can’t avoid it.
Presenter
Presentation Notes
Print adverts are the most common type of advert that people will see on a day to day basis, for example when you see a billboard out on the street, thats a print advert. it is said that in an average day people will see about 1000 different adverts, this includes brands, posters, tv ads, billboards and anything in between. print advertisements are hard to make succeed a lot because people may just glance at them, so you have to make sure people will make a double take and look at it again, then people will pay it more mind. this can be done by adding catchy slogans, colours or some controversial material to your advert that will invoke a discussion.
Analysis of the world cup advert The theme chosen represents the flag of brazil, this indicated that the readers are not interested in bare faced nationalism and will not buy something because it’s english for example, the audience this targets are much more sophisticated and interested in the sport. it is also topical, as the world cup was taking place in brazil at the time.
This is their logo, its minimalist nature shows that they’re not attempting to catch your eye with gimmicks, just the truth. the planet in the logo also includes worldwide aspect to the advert that people like.
The Slogan that they used is another part of the advert that is driving the point home that the Guardian are more honest than most, making them more trustworthy for news coverage.
The overall theme of the advert appears to be rather plain to indicate a degree of sophistication to the advert. they are not relying on flashy images or gimmicks to make their advert stand out.
Legal and Ethical Issues with the AD
- Advert could be taken in an offending way from FIFA
- Not the usual kind of advert from the
Guardian.
Presenter
Presentation Notes
FIFA could have taken offence to the adverts content, as it was implying that they were unreliable, not trustworthy and that they had bias opinions, offending such a large organisation could easily be taken the wrong way, and could end in sueing. as far as i could research, FIFA didn’t even notice the adverts existence, that's understandable considering the size of the company, they don't really care about a small english newspaper.
The Advertising Standards Authority
- The ASA are a Government funded company that control the regulation of advertising in the UK.
- The ASA ultimately have the power to pull
an ad from circulation if it violates their rules
Presenter
Presentation Notes
ASA are not funded by the government, so they are completely independent, they work by receiving a 0.2% tax on adverts they look over, just to keep them running. they do not have the power of law to arrest a company if they were to constantly offend in their adverts, but they can stop them trading and sue people if their adverts are constantly not up to standards. The ASA will sometimes let an advert through that they consider okay and get complaints about it, when the ASA receive complaints about adverts they usually pull them straight away, as if 10 people call in to say how much they were offended by the advert there are probably 100x that amount that were offended and either didn’t know they could complain or didn’t complain and they dont want to take that risk.
The “reach” of my chosen ad
- The advert was aimed at a very specific audience
- shown on posters in the london underground - Internet Presence Frequency - - People would be seeing an awful lot of this advert because it would have
been placed in all the guardian newspapers and on their website making the advert hard to avoid as it would be all over every kind of media.
Presenter
Presentation Notes
The advert was shown in the underground of london, the costs for advertising in the london underground are insane, for example if you wanted 15 posters in a station it would cost you £63,900 for two weeks per station, and the guardian had them up in at least 2 that i saw, so they probably spent £500,000 on these posters alone. but they did this to make it very specifically aimed at their target audience, so the positioning of their adverts were very important so its main reach was regional, however the reach of the advert is also more worldwide due to its internet presence on the guardian's website, this allows the advert to target its cold audience as well as its warm audience. the adverts had an amount of cross-media attention by the guardian with some games and quizzes being featured on their website that were shared to social media sites to spread the word. upon looking at the guardians social media ties, i did not find anything relating to their world cup coverage, only a few articles they shared during the time were actually world cup related at all apart from the quizzes that include “guess the world cup beard”
Audience research
- Research I gathered on responses to the advert.
Presenter
Presentation Notes
here is my audience research, this really shows the type of target audience the adverts had, by one party saying that his father had watched the world cup coverage by the guardian. how it may appeal - the advert is likely to appeal to its target market due to its very specific nature, for example, i would say that the guardian has a specific audience in people with B or higher social grade, so the advert had to be very tailored for them with its design and response, as is shown by my research. The way the advert has been tailored to them includes the typography style and layout of the advert, but the topic of the advert is wide enough to allow people of all social grades to be affected by it. The target market has its specialized and narrow target it also has a very wide and varied one with the inclusion of the world cup. The world cup is an event that is known pretty much the world over and so this ad also has a purpose to nudge people that are interested in this subject to look over to one brand (The guardian) rather than the others offering something similar. How it aims to influence - The advert aims to influence people into using their product over competitors by offering a new way of looking at things, for example the advert promotes honesty and being fair to all parties, A “USP” ,unique selling point, is what any product needs to stand out from the plethora of others around it and the advert attempts to push this USP more and make it a prominent feature.
