theAdVantage for November 18th theAdVantage is an e-newsletter created by UGA AdClub to keep students in touch with advertising & media industry headlines.
GET THOSE DIGITS “The average online shopper goes to Amazon 2.8 times per month to search for products.” Lauren Johnson, AdWeek
SMARTY PANTS THE STORY Sometimes the greatest advice you can give is what NOT to do with clients. After all, the first rule of advertising is “know your client”— just take it from these characters that had to learn their lesson the hard way. They thought the production company, Smarty Pants, literally promoted pants. We’re convinced it’s only a matter of time before these inept but entertaining pitch masters (played by improv artist Rich Hollman and actor Jim Conroy are tapped to guest star on Parks and Rec. Watch and cringe while these two discover their expensive mistake and learn from their lack of research.
INCEPTION TIME So, while extremely funny, this video is actually a clever introduction to a new commercial division of Seftel Productions. Yes, Smarty Pants Productions is a real company! The organization prefers to show rather than explain the fact that it has nothing to do with pants. After all, they do create brand content! This is a perfect example of the type of work they can do for clients. The mock ad also ties in social media through a real contest mentioned in the pitch (they are giving away a pair of tailored denim pants on Facebook). Finally, this production has all the hallmarks of a viral video: funny misunderstandings, extended jokes, and a contest at the end.
WHAT’S theAdVantage? Besides showing how good storytelling can turn boring into viral, this video reminds us all that coming blindly into any situation will hurt your chances of making a good impression. Make sure you always come to any event, interview, or conference prepared to talk intelligently about the companies you’ll be around. Compile research such as past clients or campaigns
done by the companies who interest you. Try to get a broad understanding of what they do as a company or agency. Also, bring a small notebook to take notes on new trends or information you learn while there.
SPEAKER OF THE WEEK WHO: John McHale and Margaret Hancock WHAT: Cannes Lions Night WHEN: TODAY @ 7:30-8:30pm WHERE: MLC 171
REPEAT AFTER THEM… What to say the next time you daydream about Don Draper … You can see real-life Mad Man antics tonight at the UGA AdClub meeting. Speaker John McHale is the Executive Creative Director at SapientNitro's Atlanta office. He’s also had more than eighteen years of industry experience. Sound similar to your favorite Mad Men character’s advertising career? We think so.
What to say the next time you feel like saying “I can’t even”… I think I Cannes, I think I Cannes… that is, if you come to the AdClub meeting. Learn why attending UGA’s Cannes Lions Festival Study Abroad Program could be the most ballin' kickstart to your career in advertising. We hear spending your summer on the beaches in the south of France ain’t too shabby either.
What to say next time someone brags on themselves… Sorry, John McHale’s got you beat. John’s work has garnered several awards over the years, including Cannes Gold & Bronze Lions, ECHO, AdTech, and CASIE. He has also judged numerous award shows including the 2013 Cannes Young Lions. Here’s hoping he’ll let us in on his secret to winning it all in Cannes (AKA, living every advertiser’s dream).
TRENDING AGENCY TO KNOW TM Advertising. They came in second on Ad Age's Top 40 Places To Work in 2014, but any agency that gives all their employees FitBits is a first place winner in our book.
AD OF THE AGE “Fix in Six”. Vine usage? Spot on.
SITE TO SEE The founder of VaynerMedia has a website-- and it's awesome. Somehow, while simultaneously managing his business (The Wine Library) and his YouTube channel (Wine Library TV) Vaynerchuck has time to give out free advice on how to keep marketing relevant in 2014. Let's all take a moment and say “Cheers!� to Gary Vaynerchuck.