In order to break through the clutter, Bill Bernbach inspired Helmut Krone to create a completely new looking page, using the same old elements, with every campaign. Includes example ads from their classic Polaroid, VW, Avis, Scotts, Porsche, Chanel and other campaigns.
This is a fascinating read on how using just the right words can bring a message to life (and make it many times more effective)… http://www.awaionline.com/2013/02/david-ogilvys-copywriting-technique/
From the successes they had with VW, Avis and lesser known clients like Uttica Club (“Our Beer is 50 Years Behind the Times”), who can argue with the message in this public service ad produced by Bob Levenson at DDB (Doyle Dane Bernbach)? Leo Burnett Company had a similar mantra, the “power of truth simply […]
Super clean, attention-grabbing layout but what I love most is how they offer only an “Either A or B” rather than “Yes or No” option for progressing into the site. (That’s a clever lesson taken from the Love and Logic approach to managing challenging children
Strategy: general message about the brand to a particular group of consumers. Communication goals, agreed upon by client and agency.
Concepting: brainstorming ways to best communicate strategy message to the intended audience.
How current customers use the brand.
What’s the current opinion […]