He has worked for Saatchi & Saatchi of course, Lowe, BBDO and McCann Erikson in the UK and abroad. Mick ran his own agency in Sydney. His campaign experience includes Vodaphone, Coca Cola, BP and Cathay Pacific. And he is even going to work on a project with me in the new year – an undoubted highlight.
So down to business:
What can PRs learn from advertising professionals?
Too many PR stories, I believe, don’t have the compelling hook.
You only have a second to engage your audience. Sure PR has its moments of brilliance, but we are talking about using a small moment time to hook your readers. Are PRs measuring up? I am not sure they appreciate that the window of opportunity to engage with their audience is so, so small.
Do you remember The Sun’s “Up yours Delores” and “Stick it up your Junta” headlines?
Alright, you might not be a Sun reader, but at least it understands its audience and writes accordingly and reels them in. If you don’t believe me why has it got over four million readers?
So what makes a campaign a success?
Well, you cannot tell if a campaign is going to be a success.
The Cadbury’s gorilla campaign was amazing. The creatives and more so the client were brave to put that forward and make it work. It had a touch of genius.
But ask me why and I cannot tell you.
It comes down to: Is advertising an art or science? It is the perennial debate. I have found intuition can be a powerful way of guiding your efforts and should not be discounted. I do my research thoroughly just to let you know and build my creative work from there.
What I can say is understand the issues, think about the problem and then work harder at the solution.
Social media will badly affect traditional advertising, an accepted wisdom, right?
No, I don’t think so.
Traditional media will not go. Internet devotees are still pushing the myths that the Internet is the only game worth noting and that you hold it in awe at all times.
You know that more people listen to radio than MP3 players or that more people (in the US) are watching TV than they did 5 years ago? Traditional advertising spaces on well patronised spaces are still there in abundance.
It all means the Internet, although attractive for advertising revenue, is still one of a number of options.
The point I want to make though it that with the Internet as well as traditional channels, it is how you engage that is important. What is the point of someone getting to your site and not being engaged?
It used to be get a site up, anything. Then it was get them there. Now it has to be let’s make our online communications so compelling they come back again and again and build a relationship with the brand.