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Why We Hate Pre-Testing thumbnail

Why We Hate Pre-Testing

If you’re a client who’s spending several million dollars on an ad campaign, you want some assurances it will actually work, right?

So you do a few focus groups to put your campaign in front of some “real consumers” at the concept stage to see what they think.

It all sounds like a reasonable way to ensure success- or at least reduce the risk of outright failure.


Why Your Idea Sucks thumbnail

Why Your Idea Sucks

I hear it all the time. In fact, I’ve even done it myself and just recently a good friend of mine said it to me over a beer: “man, I had this great idea the other day but I didn’t write it down.” Sounds like a pretty shitty idea to me…


How to get off the spec merry-go-round thumbnail

How to get off the spec merry-go-round

Imagine you want a made-to-measure suit from one of the best tailors in the business.

The catch? You don’t let the tailor take your measurements or ask you what you like or dislike. If the tailor is very lucky, he’ll guess that you wanted a double-breasted blazer in navy with gold buttons. If not, you’ll pay him 20 bucks for his time and move on to the next shop.


Retro Super Bowl Thoughts From a Digital Guy thumbnail

Retro Super Bowl Thoughts From a Digital Guy

Lincoln Bjorkman
EVP, Executive Creative Director.
Digitas NYC
I turned on Super Bowl XXIV and I stepped into a time machine back to those pre-Bubble years before the turn of the last century. Ah yes, ‘twas was a simpler time. The first half of this retro-Super Bowl was all nostalgia… I kept waiting for those retro team [...]


Cheers to the real ones thumbnail

Cheers to the real ones

If there was a sensible topic to close out the year, it’s the one regarding scam or ghost ads. You know the ones, those ads that aren’t ads, which often reaped their lot of awards, and which have taken up, I say it with regret, a certain space in the “creative ” sections of industry publications and websites.


The Next Generation thumbnail

The Next Generation

It’s time to shed our snake skins. Working in messy offices with ping pong tables and wearing sandals to work appears at first to be a very liberal thing, but if you squint, you might realize we work in probably one of the most conservative industries in the world. Just try to do anything different [...]


Too Many Ads ? Trop De Pubs ? thumbnail

Too Many Ads ? Trop De Pubs ?

**This review is in both official languages. Cet article est dans les deux langues officielles. Translation and proofreading courtesy of Dr. Doc**
The CRTC granted two more minutes of advertising per hour to the broadcast networks! Watch out, these two minutes could make the pot overflow. We already had enough of advertising in newspapers, enough [...]


Keeping Print Production As A Vital Role In The Advertising Agency thumbnail

Keeping Print Production As A Vital Role In The Advertising Agency

There was a time when Print Production was not only a vital component of the advertising agency …but it was also a department that was full of mystery—just how did they get those creative concepts into real ink-on-paper ads?
Print producers, or print production managers, or print production buyers as they may have been known as, [...]


Open Letter To Three Canadian Magazines thumbnail

Open Letter To Three Canadian Magazines

Open letter to Marketing Magazine, Strategy Magazine and Applied Arts.
I am deeply offended by the actions taken at our 2004 Clios event show by these three Canadian magazines and I’d like to let everyone know in the hopes of making a progressive change in the future.
Let’s start with Marketing Magazine. They asked if they could [...]


Everything I Know About Advertising thumbnail

Everything I Know About Advertising

Who needs schooling? Who needs experience? I have a television, and for my dollar, that’s the best education I am ever going to get in this wonderful industry of ours. Seriously. Think about all of the incredible lessons imparted upon us by such classics as Melrose Place and oh that fabulous docu-drama “What Women Want”, [...]


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