blogdeochelarist

Splendid si amar

2009-10-06T19:55:00.003+02:00

Nu am mai scris de mult, probabil si cei cativa cicitori care mai erau pe blog au uitat de el...

Dar revin acum, cand dincolo de orice "issue" sau "happening" de comunicare artificiala, care de multe ori se numeste - cu parere de rau o spun - publicitate, sa diseminez cateva randuri inchinate maritei si preacititei si urmaritei media romanesti putreda si patata mai rau ca o curva penala de pe centura de micimea unui proletarism chiar de ei educat astfel...pt ca atat pot ei...

Luati de cititi si mai ales luati aminte:

"Draga Marius Tuca, În numele amicitiei ce ne leaga, te rog sa inserezi în Jurnalul National aceste rînduri adresate multor ziaristi sau reporteri din mass-media centrala, tineri sau mai putin tineri, dar toti de o seama cu barbaria. O fac atît în numele meu, cît si al unor prieteni ca Radu Beligan, Sergiu Nicolaescu si Stefan Iordache, hartuiti, ca si mine, cu nerusinare tenace, de niste condeie butucanoase. Va e foame de moarte de ne cautati prin toate spitalele? Asteptati-o cu încredere în pragul casei voastre, va veni, n-a lipsit la nici o întîlnire. Cei care nu ma credeti, puneti mîna pe o lama si ascutiti-o pe venele de la o mîna. Straniu e faptul ca majoritatea dintre voi vor muri fara sa se fi nascut. Un scriitor german, Hans Fallada, a scris un roman intitulat "Fiecare moare singur". Macar pentru simpatia pe care o purtati scriitorilor straini - cei români de mult nu mai intra în discutie -, încordati-va sa gasiti o explicatie pentru lipsa umbrei voastre pe copertele istoriei contemporane si lasati-ne pe noi în pace. Cred însa ca exemplul Fallada, pe care l-am ales, nu e fericit, întrucît, daca va mai spun ca tot el a scris si romanul "Banii nu fac doi bani", aleluia!, voi, care stiti ca banii fac totul. Da, sînt bolnav - cancer de prostata cu diseminari -, ma tratez la Spitalul Elias (ma opresc sa fac o plecaciune în fata medicilor, asistentelor, infirmierelor si tuturor slujitorilor acestui spital pentru imensa lor dragoste de oameni) si nu doresc altceva decît sa ma lasati în pace cu nenorocul, suferinta, spaimele si sperantele mele. Eu stiu sa îndur, vîrsta m-a învatat multe, dar am o familie, rude, prieteni pe care-i îngroziti cînd ma îngropati a doua oara în decurs de sase luni. Va întreb: o faceti din pustiu sufletesc sau din cea mai elementara lipsa de constiinta profesionala? Apoi, ce bucurie va trezeste suferinta altora? Si, mai ales, pentru ce ne vreti dincolo de dincolo? Literatura nu cititi, prin urmare nici cartile mele, la film nu mergeti, la teatru nici atît. Îmi închipui cu toata sinceritatea ca nici de urît nu ne urîti. Atunci nu încape decît o singura explicatie: sînteti mînati cu biciul de patronii vostri sa aduceti stiri ce sa sature asteptarile unui public, de voi însiva format metodic, de-a lungul timpului, ca amator de telenovele imbecile, senzationalism ieftin, erotism vulgar etc. As mai avea destule sa va spun, dar ma opresc aici, încheind cu fraza unui mare scriitor rus (voi, se întelege, ati fi vrut sa fie unul american, dar n-am ce face): "Urît mai traiti, domnilor!".
Fanus Neagu

Trist dom'ne, trist...

Gary Moore

2009-04-06T12:36:00.003+02:00

Perhaps some of you know this minor key, explosive and vivid guitar player who for more than twenty something years makes that Gibson Les Paule (I think) guitar cry and weep in blues rythm...

I just recommend listen to this passionate and extrovert guitarist.

Listen here its "Still got the Blues" masterpiece.

This is that kind of song that no matter how old, it just sticks to you...at least is what happened to me more tham 7 years ago... That guitar solo is just amazing and the vibe of the song overhelming.

This second song "Parisian Walkways", well, is hard to descrbe the emotional charge that contains, especially when listened in a mild lightened environment enjoying a good glass of wine and a smoke...

If don't have the "logistics" for the previous scenario, just close your eyes, rise the speaker/headphone volume and enjoy 6 minutes of relaxation.

Enjoy:

Confessions of an Advertising Insider

2009-04-06T10:15:00.003+02:00

No posting for quite a while now... Why? Didn't feel like it and also veeery full schedule these past two months...

But here we go again with this video on advertising, of course :), via ThoughtSpurs

Basically is the view of an advertising insider on the behind-the-scene life in ad agencies which supposed to be funny and relevant. Well, as far as I'm concerned, the facts are distorted and if an ad man really thinks this way he/she should seriously consider changing job, 'cause it's clear he/she won't do any good neither for his/her self-esteem, neither for the ad industry...

The advertising feeds itself with the souls of the whole ad crew and takes its juice from the (sometimes) overinflated ego of the creatives and the aspirational ambition of the planners. Stating that all that ad men do is stealing ideas from average joe is a great injustice for all the mental struggle used to find the best way to send a compelling and relevant message through...

Yes, advertising is inspired from the day to day life, but passionate, responsible professionals take all this to a whole new level making extraordinary out of the ordinary, bringing new perspective and added value to things. That's why everybody enjoys Nike advertising, or Sony Bravia or Diesel...

Come on, people, let's be honest and talk also about the SACRIFICE and RESPONSIBILITY behind a good communication campaign and about the real values and principles of this too long, too much overestimated and in the same time underestimated job...

Fuck you, you ignorant creatures!!!!! There's no fun here.

Citroen rebranding

2009-02-05T23:12:00.007+02:00

Citroen has released today its new identity with the occasion of their 90th anniverssary. Not bad I might say... it sustains their innovation driven positioning.

The design is pretty clean and interestingly round for times when the aggressive lines are the trend... The branding has been done by Landor and it shows big time...

Very interesting is also the timing for such a step: the downturn of the car industry...so the challegers are taking actions hoping to minimize the gap...

I like it, it is in line with the brand, it adds a fresh feeling... more on this here

Oh yeah, this is more like a Cadbury ad

2009-02-04T15:04:00.002+02:00

...but is just (sort of) a spoof for the Cadbury's Eyebrows commercial. Definetly better than the original :)

and here is the original, judge for yourself:

So, what's your vote?

Social media? What is this?!?

2009-02-03T13:37:00.004+02:00

Via hollycow

The advertising in 2009

2009-02-03T12:54:00.003+02:00

Here is a very interesting rapport from Futurelab on the relation agency-client.

Here is a post written in Romanian on the same subject.

Briefly, the clients and the ad agencies live quite separate worlds, just like a couple that it should have long time ago go to a couple therapist...

WTF: 30,961,683

2009-01-14T14:25:00.004+02:00

This the number of visualizations on Youtube of the song "If I were a Boy" from Beyonce... And most of all her other videos have impressive visualization figures. I am really impressed. I remember when I first saw a Destiny's Child video on MTV...I never would have thought that Beyonce would be such a success.

Ever since she has improved a lot her singing technique, she moves veeery well and the energy she puts on the songs is overhelming. Of course the marketing also is tip top ;)

Way to go, girl...

Apel la culturalizare prin twitter

2009-01-14T11:29:00.009+02:00

Organizez in aceasta saptamana o serie de focus-grupuri pe care le si moderez cu tineri si sunt uimit de, cel putin aparenta, sete de cultura, de valori adevarate, de personaje role-models a acestora. Reiese clar presiunea sociala pe care o resimt si disconfortul creat de o realitate/societate perceputa de acestia ca fiind superficiala, egocentrista, ipocrita, in fine, numai de rau.
Tinerii, sau cel putin o parte din ei, cauta altceva si se pare ca gasesc cu greu un contrabalans la stricaciunea si platitudinea pe care o descriu cand vorbesc de societate.

M-au tot macinat toate aceste ganduri negre si resemnarea acelora care ar trebui sa aiba la cei 20-23 de ani ai lor sete de a trai si sentimentul ca au puterea de a misca muntii din loc...

In acest context gri si "jucandu-ma" pe internet, mai precis twitter, m-a "lovit" o idee: un cont de twitter care sa promoveze cultura adevarata - carti, muzici, evenimente,date despre scriitori/ganditori valorosi, - cati dintre voi stiu de Oana Orlea ?

Daca acest cont ar fi alvreunei organizatii care deja promoveaza activ cultura, cu atat mai bine.

Eu unul m-as baga sa creez contul asta si sa il cedez unui organism care sa il populeze cu update-uri de valoare...

De ce twitter?
Pentru ca:

are viteza de propagare in timp real.
e foarte la indemana si poti forma o comunitate activa in jurul lui
aici scrii putin si asta eu zic ca e un lucru f bun
se ofera o alternativa interesanta nimicurilor scrise zilnic
twitter-ul pare populat de oameni valorosi care pot la randul lor sa recomande carti/evenimete de valoare

Asta ar fi - in cazul fericit - primul pas spre a adauga un pic de culoare viitorului care pare foarte tern si fara mari sperante pentru tinerii de azi.

Ei merita ceva mai bun.

For the love of God....

2009-01-12T14:32:00.004+02:00

I love guitar playing, this is my hobby upon which I have already wrote some posts awhile ago. From times to times I feel like strumming my guitar with friends, remembering the good old days and having a lot of fun... I have beautiful memories about playing and a lot of stories to tell - the concerts, the adventures, the recordings, the fame :)
I would like to share my passion on guitar playing by posting a bit some excellent quality guitar performances.

Today:

Steve Vai...this guy is more than awesome when it comes to caressing a guitar. For him, the guitar is a natural extension of his and you don't have to take my word for it, just watch these two version of his masterpiece "For the love of God" breathtaking indeed...

this one is from 2005 with the Holland Metropole Orchestra

and this one is played almost ten years earlier during the G3 tour (well get to that later)

And as a bonus: the tender surrender

Ladies and Gents, we live the web 3.0 times

2009-01-12T14:00:00.004+02:00

Yes indeed... just read this article from Adweek and see the power the masses have.

This guy, David Armano, has managed to raise in 24H 15 000$ for a charity cause...VIA TWITTER!!!
This is just a little bit of what it can be done... I am waiting for the time when the internet community will be able to prevent bomb attacks and stuff like that

Sacrifice

2009-01-12T10:25:00.005+02:00

I think by now, we (almost all know about the Whooper Sacrifce on facebook. For Those who don't know, Burger King has installed this facebook application by which one can receive a free Whooper(a sort of Burger King Big Mac) if sacrifices 10 of his/her facebook friends. Find some more info here. On twitter I was saying about this campaign that is, as far as I'm concerned, offending. I would never ever cut 10 of my facebook friends for a shitty hamburger...

that just isn't me...

Anyhow, communication wise, the Crispin Porter+Bogusky manage to use the internet's benefits to their full advantage.

If the campaign's objective is to rise awareness for Burger King , well it's a success, but it has the objective to built positive attitude for the brand, I don't know what to say... perhaps they could have done it better.
Here si the whoopersacrifice site
Just by writing this post, I added whooper and burger king as tags and I have given sone 20 min of my life to this shit...

Some interesting things about this campaign you could find here and here (is written in Romanian)

As conclusion:

Very good use of internet
Not that great subject - this sacrificing thing is just not getting to me...

I preffer this Anouk's sacrifice instead of that of BK

Controversial ads

2009-01-08T10:54:00.001+02:00

Sex, norespect, attitude, boldness...you name it: here - 50 of the most controversial ads

Innovate creatively

2009-01-08T10:12:00.006+02:00

A few are talking more and more about the active use of communication mediums. Here is a great example of what I think this means.

You could see these in Beirut, Lebanon

The ad is for this hair product Koleston and the message is quite clear: Koleston uses natural ingredients...

This is a really compelling way to get your message through. And, yeah, you have to have such a gorgeous panoramic view to use...

But still, clever work

More on this here
And even more here

check this out

2009-01-08T10:10:00.003+02:00

(click on the title)

Hello pe 2009

2009-01-05T16:40:00.003+02:00

Salutari everybody, urari pt 2009 cred ca ati primit destule, asa ca trec direct la subiect si intoduc in scena o prezentare care merita click-uita a lui Gareth Kay, planner la Modernista!.
Aici el vorbeste despre cum publicitatea ar trebui reconfiguata pentru a fi de un real folos in cresterea unui brand. Intr-o lume ideala, omul are dreptate, nu cred ca e cineva care sa il contrazica, mai ales ca intr-un fel sau altul multi sunt(em) cei care simt ca ar trebui sa "faca mai mult" in calitatea lor de oameni de comunicare...

Planning Needs Some Planning

View SlideShare presentation or Upload your own. (tags: strategy advertising)

Enjoy

Very Nice Social Campaign

2008-12-18T11:45:00.003+02:00

I encountered news about this campaign here and it's a really compelling communication activity.

A clean execution, very emotional and, I think, quite involving. The message is clear and title: The girl effect

Just take a look:

What would you want Santa to bring you?

2008-12-18T10:20:00.006+02:00

Me, for instance, I would like the childhood Christmas spirit back...I want the old time white snow back on the streets, I want to wake up in my grandparents warm house, I want to hardly wait to go down the hills on the sledge, I want to go with my friends to sing carols...

I want to believe n Santa again !!!

The more one grows old, it becomes harder and harder to keep the Noel magic alive :(... We all in advertising industry are talking and preaching about emotional communication approaches, but in the end it's all about the money and the power...no emotion whatsoever (besides frustration and anger).

Pretty sad

Just read this sad all grown people's Christmas wishes:

Moray MacLennan IPA President, Chief Executive, M&C Saatchi Worldwide
"For Christmas I want a law to be passed that forbids newspapers and television news programmes from reporting anything on the ‘economic downturn’ or the ‘credit crunch’. The thought of all the ‘reviews of 08’ and ‘predictions for 09’ packed with misery and despondency. We’ve got the point. I do understand that coming up with something uplifting would require a good deal of creative thinking, but it would make Christmas much jollier."

Sir Martin Sorrell, Chief Executive, WPP
"For channukah and Christmas - a one per cent improvement in WPP margins and bowling Clive Lloyd and Mike Proctor again."

Dylan Jones, Editor, GQ
"I would like a Tory government - pronto!"

Claire Beale, Editor, Campaign
"Can I have a rolling pin, some knitting needles and a trowel please Santa; it's going to be a self-sufficient 2009."

Ita Murphy, Managing Director, MindShare
"Each year the thing I most want for Christmas is anything that comes in a little velvet box.....sadly my hubby has interpreted this as sat nav!"

Gerry Moira, Chairman & Director of Creativity, Euro RSCG London
"Some f***ing goodwill. Is that just too bloody much to ask, for Chr***'s sake? One sodding shred of p**sing goodwill? Eh? (Sorry, it's been a long year)."

Lucy Barrett, Editor, Marketing
"I awake on Christmas morn, only to discover that this recession has just been a rather sinister dream. In fact the industry is in boom. Less of Father Christmas still exists and more of Concorde still existing please.... Sadly I was born a couple of decades too late wasn't I?"

James Wildman, Managing Director, Interactive Digital Sales
"In these straitened times all I would ask for is good health, fun company and inspired decisions in media agencies. Everything else will then fall into place."

Rory Sutherland, Ogilvy & Mather, Vice-Chairman, Ogilvy Group UK
"I'd like people - especially people with budgets - finally to take mobile marketing seriously."

Cilla Snowball, Chairman Abbott Mead Vickers BBDO
"Big hot holiday with my kids, all the books on the Booker shortlist( with time to loll around reading all the books on it) and buckets of energy for the year ahead."

Stephen Allan, Worldwide Chairman & Chief Executive, MediaCom
"Good health for my family and a $2billion global account win for MediaCom."

Tess Alps,CEO, Thinkbox
"My Christmas wish list includes the following:
a tin-hat
laughing gas
a third series of Green Wing
Peter Field and Les Binet, both dipped in chocolate and subject to my every whim."

Hamish Pringle, Director-General, IPA
"May we all have grace under pressure."

Source: IPA

Happy Christmas!

Understanding consumer's mind research

2008-12-04T11:29:00.002+02:00

Great video about researching...one of the ways it should be done

Via thehiddenpersuader

Enjoy

No comment

2008-11-27T11:00:00.001+02:00

Am vorbit despre lectia de marketing politic data de echipa lui Obama, uitati si o lectie de "mare clasa" din politica romaneasca...de-asta nu merg la vot...

Found very interesting Romanian site

2008-11-20T15:05:00.003+02:00

This is the new Suie Paparude site, very funky approach done by some pretty cool guys from Atelier105.

Enjoy!!!

Found great tag cloud source - me happy :-)

2008-11-05T13:26:00.002+02:00

Obama vs. McCain on www

2008-11-05T12:16:00.002+02:00

Second day after the US elections...from Sprint Nextel's site

Obama and Climate Change vs. Terrorism

2008-11-05T11:33:00.008+02:00

I will start by saying
1. CONGRATULATIONS AMERICA!!!
2. Congratulations Obama, don't let any of us down... A whole world has voted for you, so the hopes are the highest.

Speaking of the whole world, now, that the elections are over and we have infos on the main issues on a global scale - just take a look at the Top Issues for each Country - the CLIMATE CHANGE is a perceived danger far bigger than TERRORISM or IRAQ WAR...
Interesting...

For those interested in qualitavite research

2008-11-05T11:07:00.005+02:00

Here is a very interesting series of posts on qualitative research started by Katie Harris, qualitative research director at Zebra.
Basically, she announces a set of posts with the purpose to clarify issues on qual research from what the characteristics of this type of research are to the implications of qualitative research on social media...so seems to be quite interesting...

Stay tuned for more on this subject :)

Enjoy

Dacia mai tare ca BMW

2008-11-04T13:27:00.007+02:00

...sa vezi si sa nu crezi... cel putin asa indica unul din zecile de widget-uri de pe site-ul celor de la Sprint Nextel din cadrul noii lor campanie de comunicare. Am scris despre asta aici.

Uitati si dovada :))

Enjoy,

Romanians vs US Elections

2008-11-04T12:47:00.014+02:00

Now, that the elections are on in the US, nobody is really expecting any surprise and Obama's crew is preparing to open the champagne bottles...

I already wrote a post on this very interesting site, but now I would like to reopen the subject, this time with an emphasis on Romania, the (small) number of virtual voters and their main areas of interest that, as far as I'm concern it is a quite relevant list...

It seems that we are an Obama country :)) - we're aligned with the rest of the world on this one...

The site can show statistics for each country and in Romania the numbers are like this...

Let's take a closer look:

The male respondents between 25 and 40 y.o. seems to be the most interested of the subject...

As for Top issues, for 90% of the 192 of the respondents are:
1. Economy
2. Health care
3. Civil liberties
4. Education
5. Energy policy
6. Climate change
7. Terrorists
8. Iraq War

Romanie, ia aminte!!!

2008-11-04T12:38:00.002+02:00

Acum, mai mult ca niciodata avem nevoie de astfel de campanii si in Romania!!!
Video via blogul lui Mihnea Miculescu

Big mistake or disruptive outdoor panel

2008-11-04T10:47:00.006+02:00

Yesterday, at the Stefan cel Mare metro station , in Bucharest, I've seen this:

A reversed outdoor panel...

It might be a mistake - because even the words were up side down - but is surely caught my eye...

So, one way or another, this disruptive outdoor did his job very well

How to do an efficient&involving election campaign

2008-11-04T10:44:00.002+02:00

This is really involving, I think that this is a campaign that really makes you value the worth of your vote...made by the Obama's superprofessional marketing staff

Here in Romania, we are approaching Parliament election and I think that something like this with the message "go to vote" is more than necessary...

The power of internet

2008-10-30T15:42:00.011+02:00

Another great digital campaign, this time from Goodby, Silverstein who has managed to create an interesting and quite appealing approach for the US communication company Sprint Nextel: the widget site...

Basically, the site assess under the message "This is now" the easiness to "stay connected" thanks to the Sprint's wireless devices...

Sprint is going through a tough time right now, after losing a lot of its customers, according to The New York Times... So, in a such a shaky macro and micro economic context the communication becomes more than important...

Take a look at this site and see the Goodby, Silverstein approach of the matter.

I am expecting the moment when such digital projects will be implemented/created also in Romania...

Enjoy

W+K+Nokia

2008-10-29T13:50:00.006+02:00

These Wieden&Kennedy fellows never stop to amaze me with their fresh approaches; I guess their "Embracing failure" philosophy really makes the difference. Here is their multimedia campaign for Nokia, Supernova, based on a great insight: The telephone contains a big part of your life...Click here: www.somebodyelsesphone.com

This is a great communication approach of the branding process for a mature brand, focused on bonding with the target...
The campaign targets the youngsters and it really manages to depict a very appealing brand personality.

Great job, W+k's !!!
Here are the clips for promoting the project...
Enjoy,

Everybody, let's vote

2008-10-28T16:06:00.007+02:00

Someone had this idea to give the chance to the whole world to virtual vote in the US election. :)

Obama seems to be by far the worldwide favorite... you can move the mouse on the world countries and you can see the number of voters and their preference.

Interesting initiative, this one...

Let's see what the rest of you has to say about it here...vote, everybody!!

Dave...Ogilvy Dave...

2008-10-28T15:58:00.004+02:00

Laudabila initiativa celor de la Ogilvy Grecia - punctarea intr-un mod viral a aniversarii lor - , insa nu stiu ce sa zic despre executia in sine...

Judecati si voi:

I only add: Happy birthday, Ogily Worldwide

Funny History Lesson

2008-10-24T10:12:00.002+02:00

This guy, Eddie Izzard, is really something. A lot of insightful infos on history and all put together in such a charismatic way... More about him here (it is written in Romanian).

Enjoy...

Mad Men characters twittering away...

2008-10-23T16:59:00.005+02:00

That's some surprise...or not...Everybody is mad about Mad Men...just check out the twitter links in this post from Adland... We are living in a crazy crazy world

It could also be a very clever marketing gimmick

I don't really feel like working...

2008-10-20T16:31:00.001+02:00

Journey from the train station in Craiova to my parent's house

2008-10-20T15:08:00.024+02:00

Entered the city...Entered the train station Got off the train Here are some fantastic view from the exit of the train station Anyboby wants a "covrig"?
This is the train station
Took a cab...
that took me to the district of my childhood Met some friends... and had a fantastic, not at all healthy shaworma :)

Mad Men vs. Real Life

2008-10-17T19:18:00.008+02:00

Very interesting this TV series...I enjoy it even better because it dramatizes a world that one way or another I'm actually living: Advertising.

Yes, I might say that one can find some relevant insights about what the life of an ad person is, but what's really interesting is the characters' typology.

The people behind these series have really managed to capture some relevant types of ad people. Of course, there are also a great deal of other personality types as interesting as the ones presented in telling a entertaining story about the advertising world, but we are only in front of the second series...

Here are some photos where if you work in advertising you can search for the character that best suits your personality...

For more on Mad Men here

Enjoy ;)

Later edit
Great line in the 2nd episode of the 2nd series: "There's life and there's work"
And also, I've just realized there are no PR persons...hm

A relaxing sunday in Circului Park (Parcul Circului)

2008-10-16T12:28:00.003+02:00

I love this place...

On branding

2008-10-16T11:38:00.006+02:00

In the last 6 months I have been involved in a lot of branding projects and I really enjoy giving a hand in brand development...

On this subject i would like to talk a bit about what real branding is (at least from my point of view). Is it about a really great visual presence, a breath-taking slogan, or stated brand philosophy (mission, vision, values), what about a nice big logo present everywhere...

As far as I'm concerned, I can't agree with this...

Take a look at these pictures...

...this is a small sweets laboratory on Pipera Street, in Bucharest, near the place where I work. No fancy logo, no superb slogan, not even an always smiling personnel, just very, very, veeery good products... That's all.

This place is open even on Sundays until 8 pm and ALWAYS you have to wait in line to get your portion of heaven made sweets.

The word-of-mouth for this little shop is astonishing, one of the first lines I have heard about the new location where we were about to move was: "Oh, over there, near the Maria sweets shop..." and i heard referrals to this so many times that I just wanted to see what was all this fuss about...

Very good, freshly made products indeed and a real and authentic feel, in other words a natural born brand...

If you pass through Bucharest, go and visit this marvelous place. For directions, just ask any passer by about "Cofetaria Maria" :)

Nu asa se face o campanie...

2008-09-08T17:35:00.002+02:00

...sau cel putin inca ma mai amagesc ca asa nu...

Daca vreti sa vedeti despre ce este vorba click aici

Opera Romana iese in strada

2008-08-28T13:04:00.012+03:00

...si iata cum isi si face cunoscuta intr-un mod neconventional aceasta initiativa laudabila cu ajutorul colegilor mei de la Lowe&Partners... gasiti mai multe imagini aici

Dupa asa un efort frumos, eu zic sa va grabiti si ajungeti sambata pe esplanada din fata Operei Romane pentru ca s-ar putea sa nu mai gasiti scaune goale...La 9 incepe "cheful" de catifea

Auditie placuta!!!

branding de tara...country branding

2008-08-19T11:33:00.003+03:00

I enjoy observing the multitude of gatherings on the subject of country branding is held in Romania and at some point some "creative" concept such as "fabulospirit" see the light of day only to be obliterated by the great mass of advertising/communication/marketing specialists...

I am surprised to see that as far as I know, all the approaches were about what to say to the potential visitors...no communication whatsoever to us the Romanians (basic branding mistake)...

The communiation with/to the Romanian public is much more important today when with the help of all this social networking tools (bloguri, myspace, facebook, twitter, blip.fm etc) the ones that can disseminate the best the information, and can really build a positive brand attitude on the country are THE ROMANIANS...

Doar daca va intereseaza publicitatea...

2008-08-07T10:51:00.002+03:00

Gasiti aici un o tema de reflectie foarte interesanta in legatura cu incotro se indreapta publicitatea asta...

I'm back

2008-07-21T16:29:00.003+03:00

OK!!!!

Dupa ceva vreme de pauza, hai sa mai bruiez si eu pe careva cu aberatiuni de la serviciu...mult de munca, lucruri facute, apoi desfacute si refacute si tot asa de vreo cateva luni incoa. A trecut peste mine si o vacanta in grecia care a fost atat de tare incat m-am intors total "depresat" in Bucurestiul asta parca tot mai galagios...

Nu mai am timp sa scriu....

2008-04-22T13:06:00.002+02:00

...cred ca ma apuc de audioblog...

2008-04-17T11:07:00.003+02:00

This is procrastination

... a word that is overused and in the same time so apropriate for a lot of contexts...

The Brand Gap

2008-04-07T13:28:00.003+02:00

O prezentare interesanta despre Branduri ... via blogul BBH Tokyo Enjoy :)

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Unde-s multi...si mai e si cap...puterea creste

2008-04-04T12:37:00.006+02:00

Am vazut la Stefan Stroe pe blog rezultatele pentru poll-ul organizat de el: "Cel mai coerent brand din Romania". Felicitari Sprite pentru apreciarea publicului.

Totusi, ceea ce m-a frapat a fost faptul ca pe locul trei se afla brandul de coniac Unirea :)

Notorietatea acestui rachiu cu aroma de brandy este de-a dreptul extraordinara. Mie unul nu mi se pare ca neaparat coerenta in comunicare il plaseaza pe acel loc trei...de acord aceasta (coerenta) exista, insa avand in vedere ca intreaga campania a insemnat vreo 5-6 clipuri TV, nici nu prea avea pe unde sa se piarda linia de comunicare... Cred ca ceea ce aduce atat de sus in top acest brand este puterea comunicarii. Doar cu cateva clipuri Unirea urca mai sus decat Orange- care are un buget de marketing care ar putea cumpara majoritatea productiei de Unirea.

Ar mai fi multe de comentat despre acest "top", care este un fel de "top, top, top rusiniiicaaaa" pentru Orange, Cosmote sau Prigat...sau poate sunt eu prea dur...

My dream job...and they're right

2008-03-25T15:51:00.003+02:00

Me and another 30% of the tickle test takers are supposed to be rock stars. :)

What's Your Dream Job?

My Result: Rock Star

Can you think of anything better than having all eyes on you? We didn't think so! That's why your dream job is standing on stage, under the spotlight, rocking out! Not selling merch, or just playing in the opening band — no, you need to be the main event. Outgoing and personable, you thrive when you can connect with others and make a big impression. And being on stage, literally or figuratively, pushes you to be your very best.

But you don't have to be Bono or Gwen Stefani to keep working the spotlight. Just use your original flair for being the basis of your social scene and making friends wherever you work — you'll be sure to shine!

What are you?
http://web.tickle.com/jumpto?test=jobdreamogt&c=50652

Which side of your brain is dominant...?

2008-03-25T15:39:00.003+02:00

Seems I'd make a better copy than account planner...

The Brain Test

My Result: Right-brained

Most right-brained people like you are flexible in many realms of their lives. Whether picking up on the nuances of musical concerto, appreciating the subtle details in a work of art, or seeing the world from a different perspective, right-brained people are creative, imaginative, and attuned to their surroundings.

People probably see your thinking process as boundless, and that might translate to your physical surroundings as well. Some people think of you as messier than others. It's not that you're disorganized, it's just that you might use different systems to organize (by theme, by subject, by color). Straight alphabetization and rigidly ordered folders are not typical of right-brained behavior.

You are also more intuitive than many. When it comes to reading literature, you probably prefer creative writing or fiction over nonfiction. And when it comes to doing math, you might find you enjoy geometry more than other forms like algebra.

What are you?
http://web.tickle.com/jumpto?test=brainogt&c=50652

site funky

2008-03-21T12:48:00.004+02:00

Uite un site fore interesant atat pentru continut cat si ca sursa de fotografie...photomagazine

Meeting John Griffiths

2008-03-21T11:00:00.008+02:00

Last evening, I attended the planners meeting at Cafepedia and I had the great chance to meet this man: John Griffiths ...a simple man, but very insightful, willing to share his exceptional knowledge with us... He is really brilliant. More about him and his work here

All he was saying seemed to me like book quotes with all that information so well and plasticly explained. In fact was way better than a book, because one had the chance to ask the questions that no one can answer when reading some piece of paper. The time flew so quickly and I still have so many questions left unanswered... I really hope that I can meet him again...

The crowd was also very nice and I also had the chance to talk to people really interesting and interested in advertising, people, brands and planning...

This has been an extraordinary experience indeed...

Twitter in Plain English

2008-03-20T12:53:00.004+02:00

Cand am aflat de Twitter, l-am vazut ca pe inca un canal de YM, insa pare un pic mai diferit, si poate fi chiar interesant, mai ales cand ai prieteni peste tot in lume...

Mai multe date in video. Via Unplannd

Vreau in publicitate

2008-03-17T11:29:00.010+02:00

"Planningul e ca jacuzzi la bloc..."

...asa cum zicea acum ceva timp Sorin Psatta referindu-se la evolutia planningului in publicitatea romaneasca. Nu stiu daca ii aparatine 100% copyright-ul pentru aceasta vorbe atat de sintetice si de expresive, dar a surprins perfect conditia actuala a acestei discipline la noi. Toti vor departamente de planning, dar foarte putini chiar le "cresc" asa cum trebuie si le vad utilitatea dincolo de trend-ul pe care l-a generat aceasta noua disciplina.

Maine poimaine o sa aiba toti departamente de digital si strategic planning-ul o sa fie mai putin curtat... Cei pe care "ii roade" sa intre in publicitate, sa stie ca a fi copy a ramas la fel de vital ca si inainte de intrarea in scena a planningului si ca un Client Service de calitate poate face esential diferenta dintre un client foarte multumit de o agentie si unul care dupa 6 luni deja cocheteazsa cu altii.

Munca intr-o agentie de publicitate este la fel de "palpitanta" ca cea din orice alta firma, iar oameni de valoare care sa isi faca partea lor fff bine, sa fie pasionati si care sa stie importanta muncii in echipa sunt cei care vor ramane.

publicitate nu inseamna haine cool, program lejer si facut de spoturi sau virale, inseamna stres, lucrat peste program, citit mult, interactiune cu foarte multi oameni, iar stres, frustrari, nopti pierdute pt a pregati prezentari si abia apoi bani, care sa fim sinceri, nu sunt chiar asa de multi si nu ti-i da nimeni decat daca chiar demonstrezi ca ii meriti. Alti prieteni de varste comparabile din marketing sau vanzari castiga mult mai bine decat multi publicitari.

Pentru cei care vor in publicitate: sa stiti ca e munca multa, multe frustrari, mai ales cand esti "mic"= junior, si pentru inca cativa de euro la salariu o sa trageti pana cadeti. Insa o data ce va slefuiti si aratati ca puteti, vor veni si recompensele.

Pentru cei care vor sa faca plannnig: cititi cat puteti - carti de profil, bloguri dar nu numai. Va recomand "A Masterclass in Brand Planning" acolo veti vedea de unde a plecat planningul si despre ce e vorba de fapt...

Iesiti din case cat puteti de mult, intr-un cuvant, sau 2... traiti viata .

Asta da customer care...

2008-02-06T17:13:00.000+02:00

Asta se gasea in weekend "garat" in fata blocului meu pe Lacul Tei... L-a lasat aici, cred, pt ca nu a incaput in lift :)

Subminarea lucrului la birou

2008-01-31T11:20:00.000+02:00

Am primit acest link cam acum 3 zile...si m-a prins...enjoy :D

Rebranding :P

2008-01-30T15:34:00.000+02:00

De azi, blogul va avea o fata nou-nouta.
Multumim pentru ajutor si fotografie lui burstlive. Vizitati-i blogul, merita.

Sarbatori á la moi...

2007-12-31T15:18:00.001+02:00

cufundat in canapea, seara, ghiftuit cu "porcarii".... cam asta era "panorama" de care ma bucuram... o sa-mi lipseasca peste saptamana, cand o sa prestez la birou...

LA Multi Ani!!!!!!!

BCR-Gandim la fel...sau poate nu

2007-12-31T15:08:00.000+02:00

UGC pe bune :)

And so this is Christmas...

2007-12-14T13:59:00.000+02:00

Nu am mai scris de mult...aveam despre ce sa postez, dar nu am avut starea necesara...am facut un team building, a trecut Mos Nicolae, au aparut rezultatele campaniei Cadbury si chiar voiam sa scriu un post despre cum o fi aratat brief-ul pt acea campanie facut de plannerii de la Fallon...dar toate au trecut, ar fi tardiv sa mai reiau astfel de teme...
Am vazut postul scris de Bogdana Butnar despre sarbatori si accentuarea consumerismului in aceasta perioada si ii impartasesc parerea, totusi eu unul, cu toate ca intr-o anumita masura iau parte la cresterea traficului in super, mega, hyper-market-uri nu pot sa trec peste ceea ce inseamna aceste sarbatori de iarna, peste acele sentimente foarte puternice care ma incercau cand "venea Mosu'" (fie ca era Gerila, Nicolae sau Craciun) si peste experientele la colindat, foarte haioase...
In cinstea adevaratului spirit al Craciunului mi-am "decorat" biroul cu cele trei elemente nelipsite de la astfel de evenimente: caciula mosului - pe care am purtat-o toata ziua de Mos Nicolae, portocala...sau ce a mai ramas din ea, dar al carei miros persista si o crenguta de conifera - in acest caz brad...

Inspiratie si Bucuresti

2007-11-27T11:45:00.000+02:00

Dupa un drum de 2 ore pana la job - parcurs pe care in mod normal il faceam in maxim 40 de minute - puternic impanat cu injuraturi printre dinti, si dupa ce am schimbat un autobuz un taxi + 40 de minute de pers pe jos cu vantul in fata, am reusit sa ajung intr-un tarziu la Domenii pentru o noua zi glorioasa de creatie si inspiratie... Eu inca mai astept acea zi in care un sofer fie intr-un atac de panica sau disperare - sau amandoua - sa isi lase masina in mijlocul intersectiei si sa plece pe jos unde are treaba, iar daca lucrurile continua in acest "mare fel" de a conjuga nesimtirea unora cu indisciplina altora cred ca voi avea parte cat de curand de momentul meu :(

In timp ce ma deplasam in ritm de claxoane si, pe alocuri, de fluiere de gabor ma gandeam daca, cel putin in ceea ce priveste creatia/publicitatea, oamenii astia nu ar fi mai prolifici si mai plini de idei intr-un oras de provincie, acolo unde atentia sa nu iti fie macinata la maxim de micimea acestui colos care se hraneste cu sufletele noastre: Bucurestiul...

Si in final, ma intreb cati or sa vina la parada militara de 1 Decembrie pentru a-i saluta pe "defilatori" si cati sa ii injure pentru diminetile de cosmar pe care le-au trait pentru ca nush' ce strazi au fost inchise pentru repetitii...

Traiasca Romania,

Traiasca si poporul,
Si oastea romaneasca...

Canada-i viitorul!!!Pam, pam!!!

Leo Burnett Romania a atins stelele

2007-11-13T15:52:00.000+02:00

Mai exact, Elena Ionita a ajuns acolo si a devenit si ea o stea...a planningului european. Felicitari!!! Daca ar participa si ea la un studiu LeoShe axat pe ce se afla in geanta unui female planner, cred ca ar fi, din nou, cea mai exotica prezenta... Despre importanta premiilor (Silver si Premiul Special pentru "Best Use of Research") si ce inseamna acestea pentru planningul national si, poate, regional, ii las pe altii mult mai avizati si experimentati sa scrie. Eu unul vreau doar sa punctez acest eveniment, sa ma bucur complice, ca planner junior de oportunitatile pe care astfel de excelente le pot oferi...sper

Deci, in cele din urma: Reach out for the stars, 'cause you might get one...or two...

bogdanatheplanner.blogspot.com

2007-11-12T15:50:00.000+02:00

This is the new blog signed by Bogdana Butnar, which comes as a promise of a no strings attached blog, only straight forward posts on planning and life. Nice way to "position" ones virtual space...
Either way, I'm glad things are once again settled...

Ce este diferentierea?!?

2007-11-09T20:45:00.000+02:00

Scriu acest post ca raspuns la un comment facut pe blogul lui Stefan Stroe, unde lovely83 ma intreba ce este, din punctul meu de vedere, diferentierea si mi s-a parut un subiect interesant de abordat. Nu ma dau mare specialist care detine adevarul absolut despre ce inseamna sa fii diferit pe piata. Subiectul de la care a plecat aceasta discutie a fost noua campanie Magura, despre care eu, dupa ce am vazut spotul am declarat ca nu o gasesc foarte indrazneata si bazata pe un discriminator puternic.

1. Ce implica o diferentiere (de succes) ...

Pentru a putea deschide acest subiect, cred ca ar fi mai bine sa incepem cu ce este pozitionarea si cum o recunoastem... Ok: pozitionarea se face, dupa cum sustin atat Trout in lucrarile sale cat si Sam Clemmow in "How to Plan Advertising", in mintea consumatorului - sau cel putin adevarata pozitionare... Bine, bine, dar cum putem construi o pozitionare credibila si profitabila, intr-un cuvant: solida ?... O data interogate publicul tinta, marca si piata se cauta in multitudinea de date un discriminator relevant pentru public. Acest discriminator diferentiaza fie emotional (ESP), fie rational (USP) produsul/serviciul in contextul concurential al pietei. Pe baza acestei diferentieri pe care ti-o asumi si cat de bine o comunici - eficienta mixului de comunicare - un produs/serviciu ajunge sa se pozitioneze intr-un anumit fel in mintea consumatorului. Abia de aici in colo vom putea vorbi despre un brand si aducem in scena conceptul de Unique Brand Personality (UBP). Dar asta intr-un post viitor...

Bogdana renunta la blog....

2007-11-09T17:18:00.000+02:00

Pacat...mie unul imi placea foarte mult blogul ei...de ce, de nece, nu mai conteaza... imi pare rau sincer... Ii inteleg frustrarea, indirect ce-i drept, legata de publicitatea romaneasca, dar nu vad in inchiderea blogului o solutie...din contra. Poate o data ce se linistesc apele va aparea un alt blog semnat, sau poate nu, de Bogdana. Cum de s-a ajuns la asa ceva? Ultimul ei post care a aparut deja de vreo 2 zile ma pune pe ganduri...Sper ca la intalnirea APG ea sa fie acolo.

Good things come to those who wait

2007-11-07T11:28:00.000+02:00

Un exemplu cat se poate de clar de interactivitate online in concordanta cu pozitionarea si , implicit, mesajul brandului : Guinness - La leyenda del Domino un exemplu mai inspirat decat Stela Artois, cel putin asta e parerea mea. Premiul cel mare: ultima reclama Guinness Pentru cei interesati, bafta in dezlegarea enigmelor si...
vizionare placuta!

2007-11-02T13:26:00.000+02:00

Dupa o pauza muuuuult prea lunga fara post ;), scuza e cat dse poate de desueta: am fost ff ocupat...voiam sa scriu ceva despre un recital de tobe japoneze, despre cum se fura un bancomat in Romania si chiar despre ispravile romanilor in strainatate si brandingul de tara... dar prefer sa ma abtin si sa trimit mailuri cu scuze prietenilor mei italieni.

Oricum, trecem peste... saptamana asta am primit IN SFARSIT doua carti foarte interesante: How to Plan Advertising si Strategic Brand Management. Ma opresc aici cu dezvaluirea si promit sa scriu impresii despre aceste doua carti o data ce le-am citit.

Au revoir, amigos !!!!!!!

AdBreak editia 27-radio

2007-10-09T10:16:00.000+02:00

Am ajuns in sfarsit si eu aseara la AdBreak. S-a tinut la Music Club. Lume multa, "multi iubitori de radio" dupa cum spunea Tzugu...un pic de Guerilla, o lingura de Dacie Kissuita asezonata cu o nunta pe neve totul condimentat cu 10 minute de stand up comedy, dupa gust...una peste alta nu mi-a parut rau ca m-am dus. 10 mese rezervate de McCann - ca doar presta Associate Creative Directorul lor - , cate una-doua pentru alte agentii si cateva mese cu "viitorul industriei publicitare romanesti".
Cea mai savuroasa prezenta a fost cea a lui Alexandru Dumitrescu (Tzugu), care a vorbit despre campania Radio 21 "Nunta pe neve"...

Mi-a placut si am sa ma mai duc...
Viralele de la nunta pe neve sunt foarte tari...misto

Cel mai de pret asset al unui planner:

2007-10-08T14:52:00.000+02:00

...Perspectiva...

Is this a hat, or an elephant inside a snake?!?

Inscrieri APG Romania

2007-09-27T11:44:00.000+02:00

Au inceput inscrierile APG Romania. Pe blogul Bogdanei Butnar gasiti toate informatiile ...

Nopti Albe...

2007-09-27T11:31:00.000+02:00

Pentru cei care nu stiau, eu si cativa prieteni ne-am facut trupa. Nopti Albe Asta acum 7-8 ani si de atunci am tot cantat, vreo trei ani saptamanal in barurile din Craiova, festivaluri, prin orasele mari vecine, ba chiar si la Callatis - pentru cine stie ce e aia :). Acum ne-am cam imprastiat, dar nici prietenii si nici pasiunea pentru muzica "apa nu se face"...din cand in cand mai bagam cate ceva, si, "cica" o sa mai performam iar in week-enduri SUPEER!!!

Alex, care se pare ca se cam plictiseste pe la birou a facut un profil pe myspace. Sunt acolo si cateva melodii. Si aici este primul nostru videoclip, am inregistrat la imprimari, dar la filmari eram deja in Franta, asa ca...io nu-s fizic, doar auditiv - ala cu chitara :)

Puterea unui insight

2007-09-27T10:50:00.000+02:00

Am vazut zilele trecute filmul "Diavolul se imbraca de la Prada" impreuna cu niste prieteni si am realizat in acel moment ce este cu adevarat un insight si cum poate el sa transforme un film tipic american, cu Happy end - cum altfel - intr-un film care la sfarsit sa genereze reactii de genul: "Mama, acum ma duc sa imi indrept parul" - si chiar a facut-o, asta undeva la ora 00:30... Din acest motiv va recomand filmul care se potriveste ca o manusa tinerilor aflati la inceput de drum in cariera...parca le mai ridica moralul...frustrarile astea...vand atat de bine...

Interesting 2007

2007-09-25T16:21:00.000+02:00

Interesting 2007 - de bagat in seama - de pe Blogul lui Russel Davies

Si aici Jeffre Jackson vorbste despre avantajul de a crea interes - in publicitate, bineinteles...

De vorba cu Russell Davies

2007-09-25T16:03:00.000+02:00

...nu eu... din pacate... ci studentii Universitatii din Oregon. Genial omul asta...are o maniera de a privi lucrurile aparte, asa cum ar trebui sa aiba fiecare planner... Nu stiu de ce, pentru ca nu o cunosc personal, dar, dupa cum scrie - fie articole, fie pe blog - Bogdana Butnar imi lasa impresia unui om gen Russell Davies...

Si aici Jeffre Jackson vorbste despre avantajul de a crea interes - in publicitate, bineinteles...

O reclama up-to-date...

2007-09-25T15:03:00.000+02:00

Am fost surprins sa vad reclama Ejobs la TV - Mireasa - ... surprinzatoare, da, disruptive - ce-o mai insemna si asta...dar se poarta - de ce nu, bazata pe un insight - abia astept sa gasesc un sinonim pt cuvantul asta - 100% DA. Imi place... ia sa vedem ce scoate bestjobs :))

Incearca cineva sa "ghiceasca" insight-ul din spatele acestei reclame?

Ce e un insight? Poate aflam la MasterPlan 2007

2007-09-20T10:16:00.000+02:00

Pare relativ usor de definit...sau poate nu... Iata un post foarte interesant si de la cineva care stie despre ce vorbeste: Jeffre Jackson - Open Intelligence Agency. Jeffre va fi si el prezent la Master Plan 2007, primul eveniment organizat de APG Romania in colaborare cu Evensys.

Mai multe informatii despre MasterPlan 2007 aici.

Enjoy reading it.

NASA (viral) campaign

2007-09-14T15:41:00.000+02:00

Slogan contest for NASA...give it a shot

Pare o campanie de popularizare, sau mai bine zis de "deprafuire" a unei imagini in randul comunitatii tot mai mari a internautilor... Sa vedem ce-o sa iasa...

P.S. Asta e si un bun exemplu de popularizare de blog ;)

Strategic planner-ul in publicitate

2007-09-14T14:37:00.000+02:00

Cam asa ar arata in mare job-ul unui planner pus pe hartie...cine are completari, e liber sa le faca...

Nutline Stres si Destres

2007-09-13T16:51:00.000+02:00

Din punct de vedere strategic, jos palaria... Ce ziceti, sa fie asta "campania anului"?
Insightul este foarte simplu, mesajul este pliat pe un target "cosmopolit", urban si "foarte bucurestean"...

Sunt foarte curios cum o sa se descurce pe provincie...desi concurenta pe piata semintelor nu e prea mare. Oricum, din punct de vedere strategic mi se pare excelent facuta. Poate cea mai "strategic centric" campanie de pana acum din Romania; mai dati si voi alte exemple de campanii bazate pe u gand strategic solid

Completare:

Desi din punct de vedere strategic, mie, unul, mi se pare o campanie cu un mesaj bun, totusi, am observat ca multe persoane nu au inteles care este legatura dintre "destres" si si actiunea spoturilor...Iata si spotul care vine sa clarifice lucrurile. Daca nici acum nu intelegeti...inseamna ca nu sunteti in target :)))))

APG Romania

2007-09-11T09:55:00.001+02:00

Grupul plannerilor din Romania, fie ei experimentati sau mai mult aspiranti, incepe sa prinda culoare :). Pe toate site-urile cu continut legat de publicitate, ba chiar si pe bloguri am intalnit obsesiv acelasi comunicat de presa, dar fara sa observ un feedback atat de puternic pe cat ma astaptam... Ideea e foarte buna, ba mai mult decat atat, dupa 17 ani de industrie publicitara autohtona, era mandatory un astfel de proiect...
Abia astept sa iau parte la prima intalnire APG Romania si sa formam acea cantitate care va genera calitate, dupa cum spunea Matasel intr-un interviu pe IQAds.

Razvan Matasel, Stefan Stroe, Bogdana Butnar sunt trei personalitati de la care toti avem ce invata...spun asta din perspectiva omului care a avut placerea de a intalni astfel de oameni si pot spune ca atitudinea, maniera de a privi lucrurile, firea lor, in definitiv, ma fac nerabdator sa ii intalnesc pe unii, reintalnesc pe altii si sa invat cat pot de mult de la ei...

Veniti la intalnirile APG Romania, intrebati, spuneti-va parerile, combateti si dezbateti constructiv

Testing to Destruction

2007-09-10T09:11:00.000+02:00

Iata o carte care, mie unul, mi se pare de referinta pentru un novice in ale planningului si nu numai... Pe mine, unul m-a ajutat sa imi setez cateva repere in ale planning-ului si mi se pare mult mai tare decat multe din cartile de la BrandBuilders. Aceasta si "Pozitionarea" lui Trout si Ries sunt doua carti la indemana oricarui pasionat de strategie si merita citite "din scoarta in scoarta". Cea mai tare faza este ca Testing to Destruction este moca :-)), tot ce va costa este imprimarea a 100 de pagini.

O gasiti aici, iar pentru mai multe informatii puteti sa cititi si introducerea facuta de Stuart Smith pe site-ul APG.
Daca Pozitionarea lui Trout deschide drumul spre ceea ce inseamna o pozitionare eficienta, Testing to Destruction - o carte care ramane actuala, desi a fost publicata prima data acum 33 de ani, in 1974 - vorbeste despre pasii care trebuie urmati in indeplinirea cu succes a job-ului de strateg... Aceasta este o varianta "adaugita si mult imbunatatita"- ca sa pastrez binecunoscutul cliseul - in 1998...

Lectura placuta

Daca Creanga as fi trait in zilele noastre ar fi fost cel mai tare Advertiser EVER

2007-09-06T15:17:00.000+03:00

Am vrut, cu ceva timp in urma, sa dezvolt acest subiect pe blogul echipei PurixArmada, echipa din care am facut parte la Olimpiadele Comunicarii. Am scris titlul si promisiunea ca am sa dospesc si post-ul...

... Ion Creanga: cel mai tare advertiser ever - asta, bineinteles, daca ar fi trait in perioada noastra postdecembrista...

Ei, poate am exagerat un pic ;)), dar cu siguranta ar fi avut succes. Ar fi construit niste branduri a-ntaia, pe parte de comunicare... mama, mama... ca sa nu mai vorbim de consumer insight-uri... Intrebarea care vine automat pe buzele celor care se vor lovi de acest post ma gandesc ca va fi: "Bine, bine, ca crezi tu asta e una, dar pe ce te bazezi cand spui asa o (aberatie) vorba???"

Ca sa faci un brand, zic eu, iti trebuie construita o poveste frumoasa si care sa implice/atraga/empatizeze cu target-ul, iar pentru a ajunge aici trebuie sa ai oameni cu experienta de viata, care cunosc oamenii, "ii simt", care stiu sa vorbeasca si sa scrie...

Ar fi putut Creanga sa faca asta la cel mai inalt nivel? Nu o sa putem afla niciodata, dar putem sa speculam la greu...Daca e sa ne uitam la cum scria, la cat de viu traia fiecare experienta, la cata pasiune punea in ceea ce facea si la cat de complex si complet era in documentare - pentru cine nu stia, Creanga si un preot Ienachescu, sper sa nu scriu prostii, a elaborat cu aprox 100 de ani inainte de a fi adoptata in invatamantul de masa metoda fonetica, analitico-sintetica, folosita si astazi in invatarea scrisului si cititului in ciclul primar - ...

Si pe langa, numai inchipuiti-va ce blog ar fi facut...Zoso ar fi fost scolarel pe langa Creanga...

Astept combateri...constructive :D

2007-09-03T17:05:00.000+03:00

Nu pot spune ca numai in planning e asa - ca nu am zis pan'acu: m-am apucat de a practica pe bune strategia - dar daca esti planner, esti planner 24/7. Nu poti sa zici ca o data iesit pe usa agentiei, gata, tot ce tine de job ti se sterge din minte...ba mai mult, adevarata munca atunci incepe, in tramvai ,pe strada, prin mall, prin piata, intr-un cuvant...sau doua :-)... printre oameni.

Zau daca plannerii nu ar trebui sa isi desfasoare activitatea in afara agentiei, departe de bugetari, deadline0uri si alte treburi de-astea fara pic de viata creativa...Oi fi eu prea idealist, dar un insight de valoare un i gasesti stand 8-9 ore in birou si citind articole, bloguri, si alte de-asstea... Omul ala din piata, de la care cumperi pere cu 30 000 pe Kg, manelaru care trece in bemveu la mana a doua, pustoaicele de la fantana la Universitate, acolo e munca unui planner, sau cel putin 30% din ea.

Daca nu...imaginea de jos spune tot...

Advertising ...

2007-08-27T14:58:00.000+03:00

De curand am intrat si eu pe bune in lumea publicitarilor romani... si...pana acum nu m-a dat pe spate...nu am gasit nici acea fervoare frumoasa, de basm - la propriu imi dau seama acum - pe care credeam sa o gasesc si nici atmosfera "de gasca" plina de prietenii legate de acest virus comun - publicitatea...

De unde, si intr-o agentie de publicitate viata este la fel de gri ca si in ce de mai stiu eu ce meserie fata de care nu as fi simtit nici cea mai mica atractie, macar inainte aveam vise legate de cat de misto e sa lucrezi intr-o agentie, muuoooaaaaaaa, sa te duci la serviciu stiind ca o sa lucrezi cu "aia" din publicitate, care fac reclame, ba ce spun eu, EU o sa fac reclame... TREZIREA...aici nu mai esti studentul care citeste carti de dragul de a citi inca una de la BrandBuilders, sau blogul lui Matasel sau Bogdana Butnar....aici esti unul dintre aia care se musca intre ei si se bat pe clienti si stiu mai bine ca oricare altul ca BANUL este chintesenta a tot ceea ce inseamna industria publicitara pe bune - asta cel putin la noi si din ceea ce imi dau eu seama. Sa lucrezi pe bune in aceasta industrie este ca si cand ai face armata - cel putin in perceptia mea de om care nu a fost decat la recrutare - este un mediu care te maturizeaza, iti schimba visele {asta daca nu ti le omoara}...

Asa ca, voi, astia micii, care inca mai visati la o cariera in publicitate ganditi-va foarte bine, aruncati-va cu capul inainte, frigeti-va si apoi faceti voi un post ca asta pentru altii care nici ei, la randul lor, nu va vor asculta scrierile depresive create intr-o luni dupa-amiaza...

In acelasi ton ca ceea ce am scris mai sus re-postez o imagine care atunci cand am pus-o era mai mult de dragul artei, dar acum imi dau seama cat adevar contine...;-)

Don't tell my mothe r I'm in advertising,

She thinks I play piano in a whore house

Unknown author

Umor

2007-06-12T23:14:00.001+03:00

Cum zice un prieten al meu: "De belea"

Penguins

2007-04-29T17:09:00.000+03:00

The biggest penguin is the Emperor penguin. They stand at almost 4 feet and weigh up to 80 pounds. The biggest penguin was 6 feet and was a Emperor

Emperors are on of the most photogenic penguins and are 'one of the most amazing' say many explorers.

Don't trust women, love them.

2007-04-29T17:00:00.000+03:00

A woman's touch

can be deadly

Voyeur

2007-04-29T16:46:00.000+03:00

Nu stiu in ce masura isi are locul aici, dar...tre sa ma tin de promisiune, nu....?

Fotografie din portofoliul erotic al lui Craig Morey

periodic_table - planning

2007-04-29T03:51:00.000+03:00

Este un tabel destul de incurca, dar merita bagat in seama, nu costa nimic sa aruncati o privire. Pentru asta, dati click pe link

Axe

2007-04-26T08:25:00.000+02:00

No comment. Print - model

Cioran si muzica

2007-04-21T18:31:00.000+02:00

"De n-am fi avut suflet, ni l-ar fi creat muzica."
"Muzica ne transpune oricand intr-o primavara sau o toamna. Ca o primavara sau ca o toamna ne destrama ea sufletul si corpul. Nu exista muzica nici de vara, nici de iarna. Sau de ce orice muzica este o boala...

Ticalosii - Dati poporului paine si circ...

2007-03-30T13:07:00.000+02:00

Va recomand filmul asta...nu stiu daca chiar asa se intampla si in viata de pe adevarata scena politica, dar pana la urma ce mai conteaza... Mai avem un film facut bine, dupa parerea mea, cu actori care, prin talentul, experienta si profesionalismul lor reusesc sa surprinda bine nuantele si tipurile mai mult sau mai putin "reale" ale personajelor. "...mama lor de pungasi...asa e ma..." zicem noi printre buze la sfarsitul filmului de un tragi-comic resemnator.

" Nu pierdeti "Ticalosii", pantru ca daca il ratai, nici nu stit ce pierdeti..." PAM PAM :) punct

Spice up your life

2007-03-28T16:38:00.000+02:00

Nu poti sa creezi fara un mediu propice: o foaie alba de hartie sau, dupa caz, un new page in word, lumina potrivita de pe fereastra sau din monitor, si un fond muzical care sa desavarseasca mood-ul...
Acest Purice si Armata lui au creat o muzica universala si ca stare si ca stil; e imposibil sa nu gasesti o piesa "pe sufletul tau" in repertoriul lor... Iata o Armata de Purici saltareti, plini de viata si talent care stiu sa faca din pasiunea lor o munca bine facuta si din munca lor o pasiune... Iar Flea este unul dintre putinii basisti albi cu koaye.

Autun's Nice Guys - Le triangle infernal

2007-03-27T03:33:00.000+02:00

Bon, il faut vous dire que j'ai eu la chance de passer une annee tres, tres,tres interessante en France, la plupart du temps a Dijon et quelque jours/semaines/mois en Allemagne, - super la bierre et les fetes la-bas ;), en Italie - l'histoire est chez elle a Roma et Firenze et en Corse, ou on trouve des sites extraordinaires, aussi que des gens tres extravagants et fiers de leurs origines. L'experience m'a marque pour toujours, mais ce que m'as touche le plus sont les personnes que j'y ai rencontre. J'ai pas mal de cd avec des petits films et milles photos. Mais la photo la plus OK - si l'on peut dire comme ca - est celle-ci, faite par Dennis, un tres bon ami a moi allemand, il s'y connait avec le photoshop. L'autre mec est un venezuelien - Jose - un personaje, un tres bon ami aussi... On s'appellait "Le triangle infernal" parce que, "grace" a nos fetes jusq'a l'aube quand on retournait dans la residence et on buvait une derniere bierre avant de se coucher, une fille qui a eu la mechance d'occuper la chambre entre les notres a du demenager dans deux mois...Elle a dit qu'on faisait trop de bruit, mais c'est pas vrai...c'est elle qui dormait trop...

2007-03-26T22:49:00.000+02:00

Don't tell my mothe r I'm in advertising,
She thinks I play piano in a whore house

Unknown author

Cea mai tare definire a MKT

2007-03-26T21:49:00.000+02:00

Un producator de pantofi s-a intrebat daca are piata de desfacere pe o insula indepartata din Pacific. El trimite un om care sa ia comenzi de pe insula, iar acesta ii transmite : Oamenii acestia nu poarta pantofi, asadar nu avem nici o piata de desfacere...
Nefiind convins, producatorul trimte apoi un on de vanzari, acesta ii transmite: Oamenii de aici nu poarta pantofi, am avea o piata extraordinara...
Temandu-se ca nu cumva omul de vanzari sa se fi lasat purtat de val, producatorul trimite si un om de marketing, iar acesta ii transmite: Oamenii de aici nu poarta pantofi. Insa au probleme cu picioarele. I-am aratat sefului de trib cum i-ar putea ajuta pantofii nostri sa nu mai aiba probleme cu picioarele. A reactionat plin de entuziasm. El estimeaza ca 70% din oamenii lui vor cumpara pantofi cu 10 purix perechea. Vom vinde probabil 5000 de perechi in primul an. Ca sa aducem pantofi pe insula si sa cream o retea de distributie, vom avea costuri de 6 dolari pe perechea de pantofi. Vom scoate 20 000 de purix in primul an, ceea ce, tinand cont de investitia facuta ne da o rata de profit de 20%, adica mai mult decat rata noastra normala de profit de 15%. Si asta fara sa mai calculam viitoarele castiguri. Recomandarea mea este sa ii dam drumul

Cea mai tare chitara din lume

2007-03-19T22:19:00.000+02:00

Un bun prieten al meu (Silviu) are o vorba: "O chitara care nu e lovita nu are personalitate." Si sunt intru totul de acord. Fiecare zgarietura, fiecare semn are o poveste de spus, o amintire, pana la urma, o parte din viata noastra... De multe ori vedeam chitaristi celebri cu niste chitari jerpelite, lovite, vai de mama lor si nu intelegeam cum de, la banii lor, nu le schimbau...dar acum cand privesc chitara aia mica, cu corzi de plastic cumparata din bursa mea de liceean - prima mea chitara - pe care am compus toate cantecele mele si pe care am avut-o peste tot cu mine - chiar si in Franta, si am carat-o dupa mine din Dijon pana in Corsica, ii inteleg pe deplin. Nu as putea sa o dau niciodata. E amarata, lovita, cu griful muncit, dar e a mea si e CEA MAI TARE CHITARA DIN LUME...
pentru mine

Start spreading the news...I'm blogging today...

2007-03-19T00:11:00.000+02:00

Start spreading the news,

I'm blogging today,
I want to be a part of it...blogspot, blogspot...

Booon, si m-am apucat si eu de "facut" blog...sincer sa fiu, voiam sa imi "revendic" particica mea virtuala de ceva timp, dar pana acum nu am gasit acea motivatie suficient de puternica, pentru si concretiza penseurile mele hypermoderne ;))...

Pe scurt, hop si eu in oala bloggerilor....vizitati, comentati constructiv,

FITI ACTIVI !!