I think I like this EDM because it looks like what I would write and how i would write it if I had to write it… hmmm.
This is more fun than I thought.
that i stumbled upon on Tumblr today.
I’m just curious how the cinema staff can get connected to the moviegoers’ phones? Copy in the video indicates they use a location-based broadcast thing but doesn’t it have to be leveraged either on the messenger or an app?
And Hong Kongers don’t switch their phones to silent mode in the cinemas?
Plus, the whole video looks like all these people know they are being shot. Ho ho ho.
I have never been staying comfortable with ads that enforce comparison between the advertised product and an anonymous product that is often marked as X (like the one above) or “other brands” label.
Take the ad above as an example.
Consumers (I, you, we) is rarely sure of the exact amount of sugar used for each product. Given an assumption that different products may contain different level of sugar, say, ranging from A to D. So by “50% less sugar”, you mean that is compared against which end A or D?
Let’s look at the fine print, it says: *In comparison to regular cultured milk drinks based on per 100ml. Total sugar test report from accredited laboratories. Then my question is what “cultured milk drinks” tested and what accredited laboratories are they? It’s not that all the reports, statistics and names would be of such a serious matter to me when learning about the products but i guess it’s conventional thinking to have a thought “if you can prove it, show it” right?
I don’t know if this is just me but anything vague, baseless, confusing or prone to create misunderstanding is always questionable.
This is more fun. #random.
(Click to enlarge)
The other day when i was hanging out with a group of friends, we were teasing the only boy of the group and everyone was trying to make him reveal his secret girlfriend. I was kind of fed up of pestering already so I just voiced out from the other end of the table: Hey, tell us man, you never know what we can help you. That was followed by an awkward silence. Then one of the girls looked at me and nodded her head: Wow Jenny, your line is powerful. I remember what she said instantly made me wonder: hmm, why powerful? But I guess I was too busy with my chicken rice to ask for an explanation then.
I did something really risky yesterday. I told my friends that it was like finally I have jumped off that cliff, just that I haven’t landed yet so I don’t know whether I would land on my face or on my butt. While I’m still ‘falling’, I can somehow feel the insecurity, the fear, the anxiety, the nerves … all that I guess i haven’t felt for quite a while. It seems that I have just stepped out of my comfort zone to see what life has more to offer than the daily repeated rituals. I then texted Syn Ee and Wendy commented on our conversation.
For 2 pieces of ‘short stories’ I’ve just mentioned, I guess the common thing – also the thing i have contemplated for a while, is how a simple sentence can activate imagination, which then generates some kind of feelings/emotions.
Statements starting with “Can you imagine …”, “How about …”, “You never know …”, “Don’t you see …” spark as a question which usually instantly makes our minds wander. In finding an answer to the question (technically), we run through a jungle of possibilities and for whatever positive/negative that we can see, it renders happy/worrying feelings or other sorts of emotion as a result.
So now I’m thinking of this application on websites or online banners – random thoughts again.
Say, you are to give a punch line to viewers/visitors to grab their attention for your product/service/brand. You can only have 1 line with assumption that 1. visitors/viewers will catch/read your sentence, 2. visitors/viewers have 3 seconds to process what they have read. So to make that 1 line count, the question is would you ask a question that:
a – Triggers the imagination/curiosity, which would probably lead visitors to check out your thing?
E.g.: What does a perfect phone of the new century look like? – Okay, crap, i’m not a copywriter.
b – Tells people in the face that they should check out your thing, which would probably turn off your visitors and turn them away? (Just a side note, you never know how many sadists out there will be turned on by a bold statement).
E.g.: Check out our goddamn awesome iPhone 10 that has just come fresh out of the oven.
I guess there’s no strict formula for this. But I’d like to find out which is preferable and how people usually react to each message.
This list below is awesome. It is going to be my bible.
Technology may be changing the knowledge needed to be an account manager; but I think that the qualities needed to do the job are pretty timeless.
Of course, the perfect account manager doesn’t exist but if they did they might look something like this:
Needless to say, if you’re the sort of person who likes to put the headphones on and concentrate on the same task all day, account management isn’t for you! The kind of account manager (AM) I would want to employ is not only good at keeping lots of plates spinning at the same time, but genuinely enjoys the buzz of it. A line from Rudyard Kipling comes to mind…
A sense of anticipation
The best account managers are – almost instinctively – one step ahead of the game. If there’s a problem in the pipeline, the AM has made the call and managed expectations before the client even knew anything might be wrong.
It’s so tempting to hide behind email isn’t it? Great AM’s know that email is fine for the admin side of running an account, but it doesn’t build relationships (which is what the job is all about). When there’s bad news, deliver it in person (or at least on the ‘phone). Great AMs use every opportunity to build personal contact and trust with their clients.
Value not costs
Most AMs would balk at being called a salesperson. But in the majority of agencies AMs are at the pointy end of the commercial side of the business and it’s their job to bring in the fees. In a tough and highly competitive climate the best AMs can articulate the value of work and get paid accordingly.
Being an AM does not take the kind of bravery required to fight in Helmand Province, but on their own terms, the best AMs are gutsy. As the lightning conductor when things go wrong (which they inevitably do from time to time) an AM needs to have a rhino’s skin and not be afraid to be honest – especially when the client isn’t going to like what they’re about to hear. The truth will always come out, and the best AMs aren’t afraid to take it on the chin early (see anticipation above).
This charming man (woman)
Hurrah…I’ve managed to sneak a Morrissey lyric into a blog! You cannot underestimate how far likeability and charm will get you as an AM. It’s not something you can teach. You’ve either got it or you haven’t.
Leading by example
Hey, working in a creative agency isn’t a bad way to earn a crust is it? But it can be a pretty stressful and demoralising line of work at times. The mercurial creative team can get easily distracted and – if not handled with care – easily demotivated. The best AM is even of temperament, always positive and upbeat. When things are a little flat, they galvanise the team and keep them motivated.
The bigger picture
AMs are in charge of the overall profitability of an account. They know that you don’t make money on every job. It’s just the nature of the game. On the flip side, AMs know that so long as the net effect is a decent margin, eroding the relationship with the client arguing over a disputed £500 amend is probably counter-productive. Lose the odd battle, win the war.
For most people networking is a contender for a Room 101 experience. But not the great AM. They thrive on meeting new people and they know that their network is one of the greatest assets they can bring to an agency. If you are recruiting for an AM, check out how many connections they have on LinkedIn…it will tell you a lot.
Facilitator not dictator
AMs knows that they need to build a great relationship with the ‘talent’ almost as much as they need to build a relationship with the client. Creatives hate being managed and don’t work in straight lines. They hate deadlines. For the ordered, process driven AM they are the source of endless sleepless nights. But there’s no point trying to swim upstream. The best AMs get to know how each of their creative team works and uses that other crucial quality – charm – to get what’s needed done.
Clients can often have very emotional reactions to creative work. They’re not sure why they don’t like it, they just don’t. Or they are underwhelmed and were expecting more “wow” factor. “Can we add some animation?”
The best AM doesn’t relay back to the creative teams client feedback in literal terms. Instead they can translate a subjective reaction into a brief that a designer or creative can work with. More often than not the client is simply saying “I think you can do better”. And after much grumbling the creatives have another crack and indeed do produce better work (and then feel happy that they were pushed).
Finally, I think that the best AMs are excellent listeners. In fact, I’d say that when dealing with clients they should spend 80% of their time listening and 20% talking (mainly asking questions). Clients need AMs to be their pressure valve. There’s a temptation upon hearing a client talk about something they need to go straight into sales mode. Great AMs leave the meeting without the client feeling they’ve been sold at.
Missed when not there
I’d venture to suggest that the most common question AMs get asked by their colleagues is: “what do you actually do?”
And I suspect many of them struggle to come up with a decent answer.
But just as with the best design, the best account management is only noticed and missed in its absence.