Archived posting to the Leica Users Group, 2005/11/01

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Subject: [Leica] Leica Hires Ad Agency
From: mcyclwritr at comcast.net (mcyclwritr@comcast.net)
Date: Tue Nov 1 15:05:15 2005

I think this tread is smoking out the jaded, cynical, perhaps even surly ad 
types who should not be allowed near a Key Messaging exercise. Group, I'm 
hearing a twinge of anger and disappointment.  

-Chris Lawson (deep in a Key Messaging exercise for three new pay-TV channel 
offerings)



> I think so too.
> This is the kind of German mindset brandspeak I have to translate from 
> G2E to earn my daily bread.
> Works out at about 1 eurocent per character, so the more they waffle the 
> more I get.
> 20% creativity and 80% smokescreen - the less the client understands the 
> more he's prepared to pay.
> Instead of real English it becomes competence (which has nothing to do 
> with competence as we knew it up to now)touchpoints, positioning, 
> locating, perception, added-values,expectations and awareness.
> Branding is the big word! whether it's promotions at POS (that's another 
> - Point Of Sale, used to be a check-out or cash desk)
> or the fantastic new "this, that or the other" which has to be planted 
> in the subconcious of the poor unprotected customer.
> The writing was on the wall when delivery services started calling 
> themselves Logistics, and it didn't stop there.
> What surprises me is that they're still talking about clients, customers 
> and the, reasonably harmless, target groups and not victims.
> Douglas
> G2E Translation Correction Adaptation
> Hannover
> Germany
> 
> Philippe Orlent wrote:
> 
> >Seems like you've been around in advertising land :-)
> >
> >
> >  
> >
> >>From: <mcyclwritr@comcast.net>
> >>Reply-To: Leica Users Group <lug@leica-users.org>
> >>Date: Tue, 01 Nov 2005 19:23:04 +0000
> >>To: Leica Users Group <lug@leica-users.org>
> >>Subject: Re: [Leica] Leica Hires Ad Agency
> >>
> >>Chiat/Day may (still) be good, but are they up to dealing with 
> >>Germanthink? I
> >>can hear the wireless mice ricocheting off cubicle walls even now.
> >>-----------------------
> >>Klaus: "Pretty ad. I don't like it."
> >>
> >>Agency Suit:  "Why is that?"
> >>
> >>Klaus:  "It's all photograph with itty-bitty logo. Where's the talk of 
> >>Leica
> >>tradition, of Leica precision, of Leica optical excellence?"
> >>
> >>Ritalin-juiced creative director hanging on until Hollywood options his
> >>screenplay: "Herr Schmidt, the Leica tradition for all things superior is
> >>systemic within the brand and we must reach an eager, new consumer who
> >>recognizes the appeal of digital camera systems that redefine 
> >>photography in
> >>ways that are sensitive yet daring, revealing yet personal."
> >>
> >>Klaus:  "So ve have a flower growing out of a pork and beans can in the 
> >>city
> >>landfill as the bleed photograph dis pretty ad? Dat says all dat?"
> >>
> >>Agency Suit: "Klaus I'm with you. So perceptive. So incisive. I told 
> >>creative
> >>that that visual just would not resonate with our core consumers or 
> >>conquest
> >>markets and, at the end of the day, we had to structure Leica's push into
> >>photography's digital future with focus locked on Leica excellence."
> >>--------------------
> >>Have your Chiat/Day mole take notes. Tell me how wrong this is in, oh, 
> >>six
> >>months.  Wait, make that a year. After all, there's that budget-sucking
> >>exercise known as rebranding to go through, first. Not to mention the 
> >>focus
> >>groups.      
> >>
> >>-Chris Lawson
> >>
> >>
> >>    
> >>
> >>>On 10/31/05 8:01 AM, "feli" <feli2@earthlink.net> typed:
> >>>
> >>>      
> >>>
> >>>>Chiat \Day? Now that's impressive. This is the company that created
> >>>>the 1984 Macintosh commercial,
> >>>>and recent Apple campaigns for the iPod etc.
> >>>>I've worked with them in the past and they a very sharp bunch of 
> >>>>people.
> >>>>
> >>>>
> >>>>
> >>>>feli
> >>>>
> >>>>        
> >>>>
> >>>I saw them do a performance at a big conference.
> >>> We are looking at The Energizer Bunny here.
> >>>
> >>>
> >>>Energizer Bunny Does What He Does Best ... Keeps Going.
> >>>I can relate that with Leica. Which has been dying for 60 years.
> >>>
> >>>http://www.energizer.com/bunny/bunnybio.aspx
> >>>
> >>>http://www.biblio.com/details.php?dcx=15459766&src=frg
> >>> New York, NY, U.S.A.: Simon & Schuster, 1993. Stabiner finds out what 
> >>> makes
> >>>Chiat/Day march to a different drummer in the world of advertising. A 
> >>>scuff
> >>>on the front free endpaper. Perhaps the most creative advertising 
> >>>agency in
> >>>the United States, as evidenced by its work on the Energizer Bunny ads 
> >>>and
> >>>its famous "Why 1984 won't be 1984" commercial that launched the 
> >>>Macintosh
> >>>for Apple Computer, Chiat/Day rattles consumers, and often clients, who
> >>>think they know what to expect from commercials. . ISBN: 0671723464 . 
> >>>Hard
> >>>Cover. Very Good/Very Good. 4to - over 93Z<caron>4" - 12" tall. 
> >>>ADVERTISING
> >>>AGENCIES
> >>>BUSINESS ECONOMICS PROMOTION.
> >>>
> >>>Stabiner?
> >>>
> >>>A Rabiner with staying power!?!?
> >>>A stabbing Rabiner....
> >>>
> >>>Mark Rabiner
> >>>Photography
> >>>Portland Oregon
> >>>http://rabinergroup.com/
> >>>
> >>>
> >>>
> >>>
> >>>
> >>>
> >>>_______________________________________________
> >>>Leica Users Group.
> >>>See http://leica-users.org/mailman/listinfo/lug for more information
> >>>      
> >>>
> >>_______________________________________________
> >>Leica Users Group.
> >>See http://leica-users.org/mailman/listinfo/lug for more information
> >>
> >>    
> >>
> >
> >
> >
> >_______________________________________________
> >Leica Users Group.
> >See http://leica-users.org/mailman/listinfo/lug for more information
> >
> >
> >  
> >
> 
> _______________________________________________
> Leica Users Group.
> See http://leica-users.org/mailman/listinfo/lug for more information

Replies: Reply from douglas.sharp at gmx.de (Douglas Sharp) ([Leica] Leica Hires Ad Agency, Jaded and cynical?)
Reply from mark at rabinergroup.com (Mark Rabiner) ([Leica] Leica Hires Ad Agency)