Stop! My ears are bleeding

Posted on April 2, 2009 by Susan Cregan

Ad Age reported on March 16th that a California state rep introduced has H.R. 6209. It is also pleasantly known as the “Commercial Advertisement Loudness Mitigation Act”. What do they want? Softer commercials. When do they want it? During their favorite television shows.

While I get the concept that louder commercials will cut through the clutter and viewers will pay attention, I don’t know that I believe it. If people need to keep their remotes at the ready in order to lower commercial volumes, that can’t be good for anybody. Once that remote is itching in the hand it is so much easier to start clicking around. We all lose then. The advertiser, the station and the viewer who might not make it back.

What do you think? Is being loud a necessary evil to get people’s attention or is it more important to potentially keep that remote on the couch?

— Susan Cregan

Small agencies rescue the country

Posted on March 23, 2009 by Matt Jones

Can small agencies help us out of the recession? Alex Bogusky thinks so, based on their capacity to behave entrepreneurially in a way big shops can’t. Here’s a quote from his AdAge article:

The reality is they (small shops) can do things for their clients the big monster shops can’t. With fewer people and less overhead, they offer the nimble and fast approach to problems a lot of nascent brands need.

I’m not sure small agencies can make a meaningful impact on economic recovery. But I do believe they are the key to strengthening the ad industry. The ability to develop great ideas and act quickly on them is the critical advantage in our business, and it’s only going to grow in importance.

As someone with a happy history in a couple big agencies, I can tell you that “nimble” is not in the employee handbook. In many ways, we’d have been at a disadvantage going up against a small agency in a pitch. Thanks god clients weren’t smart enough to invite any.

Anyone with a stake in the Rochester ad business ought to feel great about this. Because you put nimble to work every day.

Matt Jones

You’re invited: 10th annual student portfolio review

Posted on March 18, 2009 by Anne Esse

Thursday, April 2, 2009
6:00 to 9:00 p.m.
Post Central & The Studios at Linden Oaks, 170 Linden Oaks (base level), Rochester, NY 14625

The RAF created this event to assist in preparing our future creative talent in the fields of graphic design, advertising, new media, and copywriting by offering feedback, advice, and career information. Last year’s event was a big success, with over 50 students in attendance, thanks to the support of faculty members who promoted the program, and encouraged students to register and participate. And of course we couldn’t have pulled this off without the volunteers from our professional creative community that reviewed all the work.

Interested in joining us? All students must register online prior to the event at www.rafconnect.org. Professional creatives that would like to volunteer to review portfolios please contact Bob Kiesow at bkiesow@ardentlearning.com or Anne Esse at anne@anneesse.com. We look forward to seeing you on April 2nd.

A picture is worth a thousand copywriters

Posted on March 17, 2009 by Duane Bombard

Over the last couple of days, some very nice things have been written about the copy that is part of the Dundee Ales & Lagers rebranding. It’s been very gratifying…and a little embarrassing.

But here’s some insight into what we, on the Dundee team, knew. Packaging sells beer. No one is buying beer because of a story on the back of the label. Sure, it gives them something to read while they drink…all by themselves. But the cool new look of the Dundee labels and Craft Pack is what stops people in their tracks in the beverage aisle.

And that is the genius work of Paul Hill and Tim Downs, two of the finest I will ever work with.

So I’ll never admit I said this, but save your reading for the cereal box, be shallow, and just choose a Dundee for its good looks.

Photoshop: Friend or Faux?

Posted on March 11, 2009 by Robin Lohkamp

it’s the beauty secret of the industry. and the subject of much debate. some say it adds an air of aspiration. others say it paints an unrealistic body image and false sense of face. and some are calling for full disclosure. see ny times op-ed video:

sex, lies and photoshop

personally, i wouldn’t mind a retoucher slimming me down and smoothing my skin every single day. but i’m vain like that.

care to weigh in?

— Robin Lohkamp

Tivos, DVRs and Timeshifted viewing – Oh my!

Posted on March 6, 2009 by Susan Cregan

So, the audience watching timeshifted tv has increased by 36% from the previous year. Locally, 26% of Rochesterarians have DVRs. That means more and more people are able to fast forward through your commercials that were so lovingly created. How can we be sure that people are actually seeing the commercials and not flying through them?

It is important to look at your media buy and see where you may lose the eyeballs. Are you running in highly DVRd shows such as Lost, The Office or Heroes? On average more that 20% of their viewers are watching it on their DVR. If you are buying a lot of news and sports, your commercials are pretty safe. Look at purchasing the first spot in or last spot out of break, or you may consider buying spots online before news stories to support your campaign. Yes, it’s annoying to sit through a commercial online, but I’ll take forced viewership over fast forwarded viewership any day. Now is the time for media people to show their creativity.

Of course as media people, we all complain about the DVRs and Hulu.com taking away our “Must See TV” but I’ll tell you a secret…I don’t know any person in media that doesn’t use their DVR. Obsessively. I don’t think I have watched a show at the programmed time in 6 years. Buffy, how I miss you.

Creative SPEEDATE sold out!

Posted on February 4, 2009 by Anne Esse

n61926456776_1657 We’re excited to announce that the RAF Creative SPEEDATE event is officially sold out! On Monday February 9th, 64 college students and 32 creative professionals from our community will be coming together speedate-style at John Myers Photography to participate in this annual event. Stay tuned for other upcoming RAF events—plenty of opportunities to connect still to come! Thanks again to our sponsors RIT and John Myers Photography.

— Anne Esse

Kodak.com shows the way

Posted on February 4, 2009 by Matt Jones

Keeping a strong idea intact through each stage of the creative development process isn’t for sissies. But if you think its tough when developing a print ad, try designing a homepage. The process begins with good intentions – make it intuitive, prioritize messaging, retain the brand’s distinctive qualities, etc. – but can quickly devolve into a land rush.

So congrats to Kodak on their re-designed homepage. Usable, impactful, true to the brand. Downright gutsy. And check out this post from Paulette at Kodak’s blog for a visual description of the process. Sounds like the tight timeline helped – if it’s due tomorrow, it doesn’t sit in approval meetings subject to over thinking.

If you still want more, visit Canon for a comparison. Which company looks like they have passion for the business?