a path through dawn and mist

The promise of tomorrow,the promises of yesterday,incline and decline,along this same winding road.The same road led you out your door,to every experience you’ve ever had.The road is a river, its water time,today you stand at the curve.You wonder which way is right.You kneel before the Sun,The light shines through the trees.Your path is lit.– Aditya–

The second coming of Gossage

stumbled across this article online, called “The second coming on Gossage”. The text is auf Deutsch, as it were, so I’ll just translate the relevant part, which is:

Jedenfalls: Wenn Sie diese Zeilen hier lesen, werden wir schon jurieren. “Cyber” nennt sich meine Abteilung und es ist, das muss ich schon sagen, die spannendste Kategorie im ganzen Bewerb. Nirgendwo sonst ist noch derart viel Neuland zu entdecken und nirgendwo sonst kommt man näher an die Menschen, denen man näher kommen will.Ich muss viel an Howard Gossage denken. Daran, wie er Werbung betrieben hat: Eine Kampagnenidee auf ein leeres Blatt schreiben, daraus eine Anzeige machen und auf die Reaktionen des Publikums warten. Aus diesen Reaktionen neue Anzeigen machen und wieder auf Reaktionen warten. So entsteht eine Kampagne, deren Verlauf vorher nicht absehbar ist. Die Kampagnen entstehen im Gehen, sozusagen. (Unter der nicht unwichtigen Vorsaussetzung allerdings, dass das Ziel klar definiert ist, bevor die Reise losgeht.)

Which, to paraphrase, really talks about why the web is so exciting as a medium for ideas. Even with people and creativity trawling through it, there’s immense potential in generating new narratives and fantastic brand conversations. He goes on to reminisce that Gossage’s campaign idea of communicate-feedback-optimize-communicate-feedback-tweak-communicate; i.e. testing your “offer” or “communication”, figuring out what works, what doesn’t, then rapidly altering the “offer” or “communication” – is really what it’s all about now.It’s sad that most campaigns in the digital space that I’ve seen in India don’t do this yet, don’t even attempt it. Active engagement and versatility is the key to a great campaign online. And this needs to first change at a servicing level. You aren’t selling a “website” or a “creative” or a “campaign” to the client; you’re selling his product or brand for him. Your communication needs to open up suitable narratives, which can only be done if you have a conviction for, and understanding of, the digital space itself.I do client service and rudimentary planning across brands that flit in and out of media depending on the message; but I’ll venture over the next few weeks to lay out observations and ideas on how to service and plan for  digital or multimedia accounts, because there seems to be a general dereliction with regards to thinking ideas through in this space, at first a managerial level; and consequently at a creative level. You can’t sell a great idea if you don’t understand it yourself, after all.

planning at 40

these are short presentations from the Planning at 40 seminar that JWT did last year. Some good stuff…

Alison Burns: Introduction to Planning begins at 40 from JWT on Vimeo.

Jeremy Bullmore: In praise of Antinomies from JWT on Vimeo.

John Grant: Planning’s Midlife Crisis? from JWT on Vimeo.

Jon Steel: Planning at 40: Solving the wrong problems from JWT on Vimeo.

Guy Murphy:’What would Stephen say?’ from JWT on Vimeo.