FESTIVAL – DAY TWO

BBDO: YOUR NEXT BILLION
I was very excited about the BBDO seminar because I had read about them so much in so many of my different classes. Even from the book we read for the summer, it is clear that they were and are a dominating force in the advertising industry and I was filled with anticipation to hear from such a respected organization. They discussed the different relationships people have with their different technological devices. They labeled the TV as a “everyday man and a jester”; the PC the “sage’; the mobile a “new lover” and the tablet as the “wizard”. Respectively they offer relaxation/entertainment, wisdom/trust, a deep, personal connection, and near magical wisdom. BBDO avers that if you define and create a seamless connection between all of the “screens”, that is the key to making your next billion. It was a remarkable presentation: not only did in information, but in delivery and charisma. It is clear why they as a company continue to earn and keep the respect of the industry.

KRAFT FOODS: featuring Malcolm Gladwell.
Immediately, Kraft’s featured speaker proved himself to be an intelligent and charismatic speaker. However, after his introduction, his immediate subject matter failed to enthrall me. Though obviously knowledgeable on the topic, his analysis of different army types left me confused not only about his point, but his relevance to the field of advertising. My attention to his speech wavered until he thoroughly explained his “it is better to be third, than first” theory. His analysis of Steve Jobs and the Apple corporation thoroughly proved his point: they were the “tweakers” not the innovators. Though they were not the first, they have proven themselves to be the best by improving the efforts and inventions of those before them. Another example that clarified his theory is social next working; it was neither Friendster nor MySpace that swept the nation, but the third version: Facebook.

WORKSHOP: THE RULES BEHIND BREAKING CREATIVITY RULES
I found this workshop rather fascinating. Analyzing a myriad of commercials, campaigns, and strategies, the lecturer summarized the workshop into clear, different methods of advertising. The first (examples were a car rental company, an Australian magazine, and Gillette in India) was a strategy simple explained as “fight for the cause.” In order to attract the attention and interest of the customers, advertisers create a cause, make platforms for people to discuss, and in turn generate sympathy/awareness for the brand (which transfers to the brand). The cause can be serious/humorous, consensus/controversial, or real/fictitious. The second pattern (ex: meat pies, the philharmonic, and Andes beer) was to create a new product of service. Through this creation and marketing people experience and absorb the core message of the brand, raising awareness and sales. The third pattern is sabotage/removal (whopper, Heineken, guitar company) – this strategy draws attention; people acknowledge the world as the way it is, it is when something changes they take notice. We then broke up into groups and made our own campaigns. It was informative, enjoyable, and nice to interact with people in small group settings.

Microsoft:
Though I did not take notes during the Microsoft tour, it was enjoyable. The new technology was astounding and the key thing to take away from the tour was the name of the game is “immersion”

IN OTHER NEWS
Google Bar is awesome. Business cards from Google and angry birds (who helped me beat a couple levels on my phone.) Hello corporate world. See you alllll there tomorrow! Chubby Bunny contest at 6:30.