JohnM wrote:
moshe25 wrote:
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!
If you don't work for that particular agency, then how have you heard whispers for which you had to sign confidentiality? I don't know much about that industry, but that sounds strange. Didn't the people that you heard the whispers from have (and break) the confidentiality agreements?
Not aimed at me, but I work in advertising and there are a million ways stuff gets out. (And I suspect it's not in LL's best interests to comment on this any further)
For example, if it's a TVC, everyone on the crew, at the production company, at the post-production facility... they'll all have seen it. At least 50 people there. Everyone who works for production and post-production companies (and printers, print brokers, etc) will have a basic confidentiality clause in their contracts.
And of course, if you got 2 different directors to quote on the job, then that's two more production companies who've seen the script. So it's very hard to keep stuff in house, unless everyone understands the importance of keeping mum. Which, in the vast majority of cases, they do.
Just on this campaign though: I hope people don't judge it on one tv commercial, or whether they think the slogan is catchy or whatever. Our club has been severely lacking in marketing professionalism for many years, and what it really needs is a robust approach to what is essentially a direct-marketing and customer relationship marketing campaign. It's very naive (and very wrong) to think that a nice tv commercial is going to do anything to get the phones ringing.
Making a nice TVC isn't the challenge. If it was, there'd be 50 agencies in Australia I'd go to before OgilvyOne. Probably more like a hundred. But they're pretty good at what they do, and a vast improvement on where we've been previously (some underqualified bloke at the club getting a small fourth-tier little agency to knock up a cheap tv commercial).
well put, thanks JohnM, u should be a copywriter! exactly what I would've said (but in some visual abstract quirky way) as us creatives tend to.
Ive just heard the overall campaign idea, not the individual executions.
Loved your comments about ogilvy (there's 100 agencies better!) as sad as that is as David Ogilvy basically invented creative strategy, but hey it's not the 1950's anymore and madmen are put in asylums these days, not made head of accounts at O&M!
while I do agree that CRM is the way to go, trying to reach a far broader market must also be addressed, I think we need a great brand presence overall, not just in the eyes of our members.
ive probably got 4 or 5 mad carlton mates who haven't had memberships for years, so the club has no idea who these guys are, theyre not on any database, so Carlton dont know they exist therefore how is CRM going to change that? I have a feeling this happens a bit.
We need to go mainstream aswell.
CRM will probably just re-inforce messages to people who already are going to be members anyway, whereas I'd rather they spend time and resources going after the supporters that never hear from the club because theyre not on any database, hence my reasoning for traditional media ads.
besides, do Cannes give away gongs for CRM these days?
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