Simplify and Focus is the first order of business.
Don't plan on doing everything - plan on doing one thing very well. "Underdo your competition" is a unique statement, but they make a very good case for it, as we will discuss.
What exactly IS your problem?
Once upon a time, most of us started our business because there was a need - either we had a need, or someone else around us had a need. I don't mean just a need for money. We found something that met a need, became passionate about it, and built a business around it. It might be programming, nutritional supplements, multimedia, online marketing, but whatever it was, it convinced you that it was a viable the answer to some problem.
Are you still focused on solving that problem?
There is a saying among Christians: If you feel far away from God, you're the one that moved. If you feel displaced or far away from where you started in your business, maybe you have moved. Maybe you need to revisit the original problem and restructure your business products and services so they are back in alignment with the problem.
Saturday, September 27, 2008
Friday, July 4, 2008
Monday, June 16, 2008
Busy day
Kinda busy today so just a short post. You might find these links interesting
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Outstanding new campaigns
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Saturday, June 14, 2008
Pinball and Products
Rubbermaid wanted to get across how wide their range of products are in a 30 second spot. The solution was one word: pinball. A guy pulls the spring on a pinball machine and we see the ball bounce off different kinds of Rubbermaid products inside the machine, until the ball falls between the flippers, (Rubbermaid kitchen brushes,) and into a Rubbermaid garbage can. The spot ran on Citytv.
Wednesday, June 4, 2008
Tuna and T.V.
Television shows and tuna may seem a strange pairing, but that idea won Clover Leaf Tuna’s business. I wrote two 30 second television spots that ran back to back; the first features Clover Leaf’s Flavored Tuna line, the second their staple, plain tuna. The 60 second spot starts off with a parody of America’s Top Model; beautiful girls dressed as different flavors of tuna wait breathlessly to see who will be a member of Clover Leaf’s Flavored Tuna Family, Canada’s Top Tuna. This is followed by the winners joining a Marilyn Monroe-like lady on a talk show, as she is introduced by the jovial host as The Mother of All Tuna’s. Clover Leaf extended the campaign beyond television, and used the tag line ‘There’s tuna, and then there’s Clover Leaf ’ across various media.
Monday, June 2, 2008
Man in the Chair
I developed a promotion for Maxell Canada that extended Maxell’s iconic ‘Man in the Chair’ branding in a slightly surreal way: a man sitting on a chair on the roof of an urban building throws a CD like a frisbee, which hurtles through the sky to be caught by a woman on a beach – only now it’s a DVD, representing the two products that Maxell wanted to highlight.
Based on this taste of television, Maxell Canada decided to create their own brand sell, and invited agencies to pitch. They chose my spot, which starts off with the ‘Man in the Chair’ getting windblown in a laboratory test of their cassette tapes in the 80’s, followed by a more current ‘Man in the Chair’ getting literally blown off the screen in a laboratory test of their DVD’s. Both spots ran on MuchMusic.
Friday, May 30, 2008
Ummm Steak
Europe’s Best is a company that makes and distributes frozen fruit and vegetables. I won their business with a series of ads, the most successful of which was voted TVB’s Best in Category Award for Branded Products A family has dinner in a kitchen. We see the ease with which the frozen vegetables are made before Mom, Dad and Son sit down to eat. Mom and Son watch with some alarm as Dad hoovers his vegetables like a hungry child, after which he pushes his steak around his plate like a petulant child, until Mom says sharply, “Jack. Eat your steak.” The spot ran on CTV.
Random quotes:
"It's like putting your brain in"
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