Last year, Coca-Cola launched the Journey website as its own media outlet, using an editorial, image-heavy format.
Fuelled by the brand's Content 2020 plan, the redesign was described as 'the most ambitious rethink of Coca-Cola’s web properties' since it launched the first website in 1995.
The company has gone from being declared 'creatively bankrupt' by a chief exec in 2004 to being named Creative Marketer of the Year at Cannes in 2013.
Pretty much everybody has created a CV / résumé at some stage in their life. As with most forms of content I think the key is to establish a tone of voice, and try to stand out from the surrounding noise.
I always used to put ‘vinyl junkie’ in the ‘interests’ section on my CV, which always worked a treat in interviews regardless of the role. People would ask me about my passion for music. I’d return the serve by asking the interviewer the same thing. These things can help to break any ice, and I think you should habitually ask plenty of questions in interviews, for all sorts of reasons.
Nowadays there are more opportunities than ever to attract the right kind of attention, and creative professionals in particular can go the extra mile to make an impression. I thought I’d collect a bunch of examples, which may inspire you to do something different.
There have been a lot of articles recently about big data, technical innovations, the internet of things, the latest search algorithms etc.
We have an increasing volume of information to consume and assimilate on a daily basis. Yet we can’t allow ourselves to get completely caught up in granularity and detail, we are emotional creatures and creative thinking must be part of our daily diet.
Here on the Econsultancy blog, we’re going to start teasing you with details of the week-long siren of excellence and japes that is the Festival of Marketing (8-10th October in London).
One of the many components of the Festival is PUNCH, the event where marketing meets the new creative. To quote our website, ‘in today’s increasingly saturated media landscape, creative power matters more than ever’.
So, to celebrate this event, and to give you something pretty to look at while you let your mind wander, I’ve listed some of my favourites in the world of creative in marketing.
“Mobile ads suck,” claimed Steve Jobs in 2010. They needed, according to Jobs, to be more creatively appealing and engaging to be effective.
Has the industry changed? Do mobile ads still suck? Or has creativity in mobile marketing caught up with demand?
Here are my 10 essentials tips for creative mobile campaigns.
Recently I listed a bunch of creative 404 pages, which a) made for light reading, b) show that it is possible to deal with problems in an engaging way, and c) goes some way to prove that an interesting 404 page is an easy way of generating some extra link juice.
Since it’s Friday here’s another slice of fun.
Finding Easter eggs used to be a case of running around the garden once a year. Then came along computer games, which included ‘Easter eggs’ in the form of hidden treasure. Some websites have Easter eggs too, and I thought I’d point you at a few of them.
A note: this post shamelessly references this thread on Reddit, which contains a number of other examples.
I’ve spotted a few outdoor ads / campaigns recently that I think are worth sharing. They blend innovation, creativity, technology and interactivity in a number of different ways.
You may think that offline ads aren’t especially relevant to internet marketers, but some of the more successful viral ads have been based around offline events (the Carlsberg biker video, for starters), and often involve real people and real reactions. If I was in charge of brand marketing for a large company then I’d be ploughing this particular furrow with vigour.
These ads can generate an incredible amount of noise and love (as highlighted in the TNT example below). It’s telling that a big budget TV ad such as Volkswagen’s ‘The Force’ is seeded online first these days. In terms of a feedback loop, there is none better than the internet.
Anyhow, some of these ads contain sound, so you might need some headphones. Enjoy!
Google+ is growing rapidly: business pages are taking hold, and the platform is becoming a viable marketing channel for larger brands at least.
It's definitely short of room to manoeuvre when it comes to how your profile looks however. Each page is locked down to the same structure (for now), and so at the moment there's not a lot you can do.
Thinking creatively is therefore tough, in fact, it focuses almost solely around the photo strip that resembles Facebook's Timeline banner. I'm not talking features (rich content, engaging conversation and hangouts galore just about cover that), I'm talking design.
As such, we've compiled 20 examples of brands that have managed to stand out from the crowd with the little they have to work with.
All websites should have an ‘about’ page, containing information on the company’s history, news and people. Some firms create a dedicated area to display team members, and I’ve spotted a few that are doing this remarkably well.
These pages are clean, creative and compelling. Some of them prove beyond doubt that a clever idea doesn't mean that you need to use sluggish technology.
The first example is genius…
Incredible as it may seem, it’s been 10 years since the
Interactive Advertising Bureau updated its standard advertising units. Six new formats selected in a “Rising Stars” competition will be officially sanctioned by the IAB if they
gain sufficient market traction in the next six months.
The formats were chosen in large part for their brand-friendly canvases, rich-media functionality, and the control they give to consumers to engage without
leaving the page they are on. Marketplace
success will depend on how many publishers adopt the units to give them true
scale. Whether these units alone can successfully unleash pent-up demand to pull in more brand dollars
and stave off the commoditization of CPM rates is anyone’s guess, but getting the seal of approval from the IAB is an important first hurdle to clear.