Posts tagged ‘advertising’

December 6th, 2010

Do advertisers need mobile marketing agencies in a digital world?

by Laurent François


When Patrick Lord, Founder of mobile advertising company Adremixer, came to me with this question:

Do advertisers need mobile marketing agencies in a digital world?

I was of course very happy to spend some times, discussing about my Ogilvy experience and what I felt would be the next big move.

You can read the whole report right here; the definition of Mobile Marketing that is used in the report is the MMA one:

“a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

My point of view (briefly): mobile marketing is just a leverage at this stage (even in less than a decade, our digital self will be fully mobile, so as Mobile marketing will also be … marketing at all). It’s not yet mainstream.

Agencies need to think first in terms of the story to tell, not about the technology. Mobile technology is simply another leverage that may or may not be used to help tell that story. Sometimes it’s the central hub of the campaign, because it’s the most interesting place to play in with consumers. Sometimes it’s not justified at all.

But anyhow, go and read it. And I’d be glad to share some points of views around it!

June 24th, 2010

Aldous Huxley on advertising

by Laurent François

I have discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement. It is far easier to write ten passably effective Sonnets, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousand of the uncritical buying public”.
Aldous Huxley

and he’s damn right.

June 19th, 2010

WTF in France #3 – David On Demand in Cannes @davidondemand

by Laurent François


You hate Big Brother? You hate people following your daily life’s events? Well. David Perez turned it into a communication opportunity:

“Ever wanted to go on a junket and haven’t been able to convince your boss that its worthwhile? Meet David Perez, Creative recruiter at Leo Barnett. Barista turned Ad agency exec turned Social Media star! You see, David has been given the green light by his employer to attend the Cannes Advertising Festival.

One one condition.

David will strap on a pair of webcam-enabled glasses and do anything you tell him via twitter. David will be in Cannes from the 20-27 June.

Follow him on twitter @DavidonDemand”

You can give him “orders” in 140 signs. Haha. Do you know Paris Dernière ? Gonna have a lil’ social media fun.

Anyhow: interesting to see this project from a pervasive creativity point of view. Instead of criticizing Social Media biais, David pushes SM channels to its extreme positions. Nice!

April 27th, 2010

Dita Von Teese, new Perrier ambassador for 2010!

by Laurent François

Rendez-vous sur la Fan Page dédiée (je précise que j’ai bien de la chance de travailler sur le sujet).

Plus à venir…