July 04, 2005

Global brands seeking global agencies

Global campaigns no longer need agency offices in every capital of the world. Global campaigns based on solid and sometimes universal consumer insights leading to big ideas can deliver gravitas across borders.

Obvious truth some might say. Nevertheless there seem to be a growing number of global assignments that believes in this thinking. The last few days the Brand Republic newsletter has been filled with these stories. We’ve seen Strawberry Frog adding another cross border campaign to its recent string of wins. Both Wieden + Kennedy and Fallon have won a place on the Procter& Gamble roster with the Eukanuba pet food brand and the Gillette brand respectively. Lots of other shops with the same characteristics seem to strive these days – it’s mostly shops that have 4-6 regional offices that cover the world. Shops like BBH, Mother, M&C Saatchi and Red Cell.

And not so strange the most recent start-up’s has been born with the same global ambition. That goes for Anomaly, BMB (The new agency from the notorious Trevor Beattie). Marcel (the new shop by the creative superstars Fred & Farid backed by Publicis) and the newly merged NitroSoul. The future belongs to anti-bureaucratic, multinational oriented, medianeutral fresh thinking agencies – sweet.

July 01, 2005

Brand ambassadors

I though it could be funny to see which ads pops when you Flickr “ads”. Such a search should represent which brands and campaigns really has fans that love them so much they will photograph and post them.

Not so surprising it's a couple of old classics that pops up. The almighty Absolut campaign is well represented. So is “got milk” and the latest pop cultural phenomenon for the iPod (featuring quite a few spoofs as well). Finally Flickr is filled with nostalgic ads from the fifties and sixties – those kind of vintage ads people actually pay large sums for and hang on their walls.

Close, but no cigar

We got a National Board of Health spot Exercise 30 minutes a day short listed in Cannes last weekend so for a while hopes where high that a Lion could be coming our way and stand next to our golden Epica and other fine prizes the campaign has gathered.

But the judges let us down - although a little disappointed we have no grudge against the jury. Next up is documenting the effectiveness of the campaign for the Danish Effies and then we just finished two new campaigns for the client so we will try our luck next year on the sandy beaches of South France.