It’s Too Bad Most Ads Are Garbage

bigbuzz September 9th, 2009

I noticed this headline this morning In Advertising, Stupidity Can Win You Awards mainly because it fits my attitude toward most advertising. I’ve been in one form of media for over 25 years, add an additional 15 if you count growing up with a career radio dad. I hate to say it but over those years advertising has made virtually zero gains.

I’m talking about the presentation, the message offered to the audience. Of course we’ve seen advancement in the delivery methods and the number of ways to reach the public, I was faced with a 4’ x 5’ ad for Mt Dew in a frame zip tied to a fuel hose as I filled up my car the other day.  Is that an advancement?

We are each bombarded with 5,000+ ads each day it’s too bad they are mostly garbage.

What is it that makes ads garbage. On the larger stage, that of national and international campaigns we too often run into creative’s with clout. These are well known names, award winning teams, who value the awards and recognition but too often forget the purpose of the ads. On the local stage we run into uneducated sales reps who do what everyone else does, over worked copywriters and designers who crank out one stale ad after another. Both are often faced with know-it-all clients who dictate what is included in the ads and spreadsheet management that sees spending too much time on creative as counter bottom line.

An additional for better ads is the pressure for status quo. If their ad does not sound like, look like, feel like their competitors, and everyone else’s, the belief is that it is not good. Poop!

Ads can be creative but the creative can’t distract from the client message and not sell the product. Remember the “Dogs Love Trucks” campaign for Nissan, or was it Toyota, I don’t remember. It won awards. It was cute. But nobody cared and truck sales took a dive.

Ad development does not have to suck life out of a bottom line. When done well ads will increase the bottom line by keeping clients and gaining more.

If you are a local ad rep learn, read, write, design, practice.  Become the person known in your market for great creative and happy clients with growing businesses. The time you spend learning will pay off hugely.

If you were wondering about the stupid ad and didn’t follow the link here it is. It’s tasteless and insulting to New Yorkers and everyone in the US.

wwfstupidad

WWF stupid ad

Thanks for coming back to thebuzzforge. Feel free to leave a comment or shoot us a note.
  • Share/Bookmark
It’s Too Bad Most Ads Are Garbage

Great Managers

jeff September 2nd, 2009

I wonder how many great coaches were great players.  I’m not one to follow any player, team or sport closely enough to answer this. In football I can list a few who I believe were some of the greatest coaches; Lombardi, Shula, Landry, perhaps Walsh and Parcells. I’m sure there are more but my question is Where are the any stars as players?

Here’s a key point for up and coming managers to remember…Great managers are rarely excellent at the things they manage.

My first management opportunity came at 30. I stunk. By age 32 I was above average. At age 35 I had become a decent manager, at least I believe so. The key came when I accepted the fact that I could not do everything. I was not good at everything and was not the best at most things.

I am far better handling 10 things at a time than one. There are too many details to deal with in the one. I learned and accepted that my detail abilities were not my greatest talent. One of my soccer coaches once told me “You’re not the best player we have but you see the field and how the game is developing quickly and can put the ball where it needs to be better than the others.”

Once I accepted my limitations and focused on my talents it all came together. I surround myself with detail people, those who love to handle the i dotting and t crossing.

If you are the star seller in an organization and have aspirations for management think about your skills and your managers skills. Look at what your manager deals with day to day. Are they the things you enjoy?

We often see VP of Marketing or VP of Finance people elevated to President or CEO only to crash. We forget that they are the VP of Marketing because they are excellent at Marketing and relating to the people in the Marketing department. They don’t relate to penny pinchers. They don’t handle HR or company PR well.

Great coaches, great managers, generally are not star players. They have broad talents rather than highly focused ones. They have high assist numbers and low scoring stats. They relate to teammates better than cameras.

Great managers are rarely excellent at the things they manage.

  • Share/Bookmark
Great Managers