Right Brain, Left Brain Blog

148 posts categorized "News"

10 November 2017

Christmas Countdown - Ad of the Week: John Lewis ‘#MozTheMonster’ (UK)

Moz

Maybe it still feels too early to be talking about Christmas already but we’ve got the folks at John Lewis to thank for kicking off the festivities and officially marking the countdown to Christmas with the unveiling of its 2017 Christmas ad – sending the internet into a frenzy this morning (Nov 11th).

The stars of this year’s offering are a young boy named Joe and a monster named Moz. The narrative begins when Joe befriends a noisy imaginary Monster under his bed but the two friends have so much fun together that he can’t get to sleep, leaving him tired by day. On Christmas Day, Joe receives a gift that will finally help him get a good night’s sleep…

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20 October 2017

The genius of Trivago

Trivago

No campaign has received more industry attention this summer than Trivago’s. Its recent poster crusade of London has been ridiculed for its strange and repetitive placements and its uninspiring design. Those who worked on the campaign have even had their professional commitment brought into question.

However, beneath the negative press lies an uncomfortable truth for the ad world.

The Trivago campaign has worked.

As a result of the campaign, Trivago’s brand awareness in London rose by a remarkable 15% from 27% to 42% at its peak [Source: YouGov].

Was that Trivago's main marketing objective? Almost certainly.

Skeptics will point towards brand perception. By being so freakishly ubiquitous, surely we can assume that sentiment towards the brand is at an all-time low.

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21 April 2017

Why the Pepsi ad could end in triumph

A truism that pervades our industry is that the worst thing that can happen to your work is not to have it hated, but to have it ignored.

Well, I hope this thought is keeping the Pepsi team warm tonight, because it’s probably the only morsel of comfort to be found in the wreckage of their latest ad and flames of mockery that have engulfed it.

To be fair I guess they can also take heart in the fact that they did indeed manage to unite people – just like they said they would – it’s just a shame that the common ground they provided was at their expense.

There probably hasn’t ever been an ad storm quite like this, but the closest parallel that comes to mind is the infamous Protein World scandal from 2015. And this should make us pause for thought. For Protein World’s campaign was not only hated; it was incredibly successful, garnering £2 million of sales for the small brand in a few short days. Could the same reward befall Pepsi?

The short answer is… probably not.

The two scenarios aren’t really analogous, since Protein World chose a particular side of an argument, and simply defended it to the hilt, thereby attracting hate from one faction but fandom from another. Pepsi on the other hand also chose a particular side in the culture wars, but it is this side that has turned against it the most viciously, with the protesting classes voicing deep offence at the work while the other side of the aisle simply shake their head incredulously. In other words, at least some people were on Protein World’s side – Pepsi on the other hand has no one.

That said, if hatred is better than indifference, then there should still be glimmers of hope to be found for the brand. So here are three reasons to be (sort of) cheerful…

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13 January 2017

Festival of Media Global Awards 2017 deadline looming: Feb 3rd

You have just a few weeks left to get your entries in for The Festival of Media Global Awards 2017.

This year's awards scheme includes an exciting twist with 14 new or updated categories added to the line-up for the event in Rome.

Fomg

The introduction of the new or updated categories come as a result of the fast-moving world of media, to reflect growing trends in data, digital, insight and content marketing.

“We’ve already seen some great cases in our regional Festival of Media events where new techniques have been used to connect brands to the consumer,” said Festival of Media chief awards and marketing officer Danielle Redwood.

“The addition of our new categories to the Festival of Media Global Awards event will give a chance for increasingly innovative work in media from anywhere in the world to shine.

“Consultation with the industry, including the lead marketers of global brands, helped us refine the criteria for 2017 that will truly celebrate the high standards now being reached”.

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02 December 2016

Christmas Countdown – Ad of the Week: M&S ‘Christmas with Love’

Mands

Continuing our Christmas countdown… Girl power is the theme for the M&S Christmas ad offering this year as Mrs Claus becomes the heroine and saves Christmas in none other than a helicopter!

‘Christmas with Love’ is the heart-warming tale of Mrs Claus who makes Christmas complete for 7 year old Jake by stepping into her husband’s shoes to fulfill a last minute request.

After sending Santa Claus off for his busiest night of the year – armed with a flask of tea, and some cheese and pickle sandwiches, it’s time for Mrs Claus gets to work. And so she sets about fulfilling a last minute request from the young boy for a pair of red trainers for his sister - travelling from Lapland to London.

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07 November 2016

Why John Lewis Christmas advertising works: 10 key ingredients

John lewis

If ever we needed definitive proof that John Lewis has Christmas advertising all wrapped up, it may not come as a surprise to many but John Lewis' blueprint for how to create Britain's most watched, loved and profitable Christmas advertising campaigns was recently awarded the IPA Effectiveness Awards Grand Prix 2016.  

The prestigious prize was awarded to John Lewis’s agencies adam&eveDDB and Manning Gottlieb OMD for proving how their heart-warming Christmas campaigns between 2012-2015* increased sales during the festive season by 16% on average, and produced over £8 of profit for every £1 spent. As a result, John Lewis’s annual market share has increased to 29.6%, its highest level ever. 

The award-winning submission – entitled 'adam&eveDDB, Manning Gottlieb OMD, IPA Awards 2016 – The gift that keeps on giving: John Lewis Christmas advertising 2012-2015' - highlights the importance of the Christmas season to John Lewis’s business: it accounts for around 20% of John Lewis annual sales and 40% of profits, from which staff bonuses are generated. 

To drive this growth, adam&eveDDB and Manning Gottlieb OMD executed a number of Christmas campaigns that created emotional rather than retail messages; ones that provided engaging stories about thoughtful giving set to carefully selected music, rather than overt selling messages and excessive references to the store or its products. 

So what's the secret to its success? The paper revealed 10 key ingredients that make for the perfect recipe of Christmas advertising success. Check them out below:

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29 April 2016

Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)

Braile bricks

A new experimental project in Brazil is bringing 'Braille Bricks' to the classroom as a learning toy for literacy and inclusion of blind children. 

The project, created by Lew'Lara\TBWA for the Dorina Nowill Foundation for the Blind in Brazil, centres around classic toy building bricks adapted to the braille alphabet.  

The initiative is being supported by a social campaign using the hashtag #BrailleBricksForAll in an effort to convince toy manufacturers around the world to start producing this new toy for children.  

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15 February 2016

Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner

All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.

The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.

While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.

Continue reading "Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner" »

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