Cutting Through The Clutter

Cutting throughthe clutter

facT:In 1971 the average personencountered approximately

560ad messages per day.

David Shenk, from the book ‘Data Smog’

Today, the number is fast approaching

5,000David Shenk, from the book ‘Data Smog’

facT:

The average person receives on average

178 messages a day.Those include email, phone & fax

David Shenk, from the book ‘Data Smog’

facT:

iPod circa1971

Google circa1971

Phone circa1971

e-mail circa1971

We live in a complexworld with constant

over-communication.

The old rules advertisingand marketing are no

longer relevant.

- John Weitzel

http://www.youtube.com/watch?v=xwqPYeTSYng&feature=related

STOP

“Great design is simple.It doesn’t require an effort

to look at it.”~Juan Montoya

Mission:Reverse Canadian Club’s 16 year decline

Target:Males 30-39

Media:5 million dollar print buy, mostly magazines

Lifted sales +4.4% within 3 monthsof campaign launch,

outpacing the category leader.

Damn RightThey Got Results:

“After all the statisticsand calculations

are formulated theone element

that breathes lifeinto marketingis good design.”

- Steve Jobs

What are you really selling?

Harley-Davidson doesnot sell motorcycles.

Jack Daniels doesnot sell whiskey.

Apple does notsell computers.

Doc Marten does notsell shoes.

Kodak does not sell film.

Corona does not sell beer.

Adverpanicking

It’s time to stopAdverpanicking

Stop Adverpanicking

• Good advertising is about the customer.Bad advertising is about the advertiser.

• Stop answering questionsthat nobody is asking

• Customers want to know ‘why’not who, what, when & where

Stop Adverpanicking

• Practice safe design. Use a concept.

• Stop telling clients what they want to hear,tell them what they need to hear.

• Good ideas need to be sold.

• Respect the law of seedtime and harvest

“Our life is frittered awayby detail. Simplify, simplify.”

~Henry David Thoreau