the ad agency should be selling itself with the magic moment. This should be a way to discriminate agencies from no agencies and good agencies from bad agencies. And it should be the grounds on which agencies justify their fees and the fees attached to recruiting the best talent. We are not guaranteeing magic moments. But we are increasingly their likelihood.
By More thoughts on advertising’s “magic moment”
At Duval Guillaume we search for what we call the ‘provocative insight’, those insights that are recognizable but often left unsaid. It’s there that we find a territory that will help us search for those creative ideas that will get people to talk about brands.
“I knew that I wanted to use the mirror and also do something funny with the caption. At some point, I thought, what if the character is texting to himself in the mirror?” Joe Dator and other New Yorker cartoonists describe the feeling when inspiration strikes: http://nyr.kr/1dod6P6
Metrics show audiences click on and share great content, no matter who pays for or publishes it. So I think the value proposition for all three parties — publishers, brands and audiences — is for editors to commission authoritative and entertaining stories, and put them in front of the right audiences.
The Internet is the world’s largest copy machine. What the Net does is it copies things. When you send a message to anybody else, it’s being copied in between. Take a picture, posting it. It’s being copied all along the way, and so anything that can be copied will be copied on the Internet, and anything that touches the Internet will be copied. That’s what it wants. That’s what it does, and so you have to have an economy based around things other than copies, because copies are so prolific that they’re valueless. They’re worth nothing, so you don’t want to protect them. You want to earn money through generatives and things other than copies—things that are hard to copy. Like immediacy, or authenticity. That’s how you make money.
By The Technium | Edge.org