VIEWS NOT NEWS

The EU Referendum’s unique marketing opportunities


114 and counting. Now we know the day: it’s June 23rd. Calendar events like this don’t pop up that often.

So…exciting or what! Have you made your mind up? Are you for staying in or hoping for Brexit?

Outta here

Outta here

That’s half the problem, really. As yet there isn’t a cute little antonym for Brexit: the antis’ neat little neologism that sums up the whole bloody mess instantaneously. Like Grexit did. And as Frexit is being bandied around.

So…calling all Marketeers: time to make your name. Leave a legacy. Decide that antonym for Brexit.

And before Kit-Kat comes out with another of its neat and really topical little ads…”Have an emergency break (geddit!)” might be the one to go for, guys. But remember: you heard it here first.

Have an emergency brake?

Needless to say, the newspapers (poor Indie excepted, RIP) are / will be awash.

Pundits have already been involved in wall-to-wall weekend telly interviews and front-page splashes.

And more determined to out-regal our own dearly beloved monarch, Bojo, Mayor of London, kept the nation waiting to pronounce his intentions. That’s his career intentions, by the way.

For making-a-name-for-himself-Bojo, #EU Referendum is all about him. Nothing less. So he’s a declared Brexit-er now. Chess game career machinations. Judge a man by the company he keeps: George Galloway, IDS, Chris Grayling… I bet you just can’t wait to get cold called by one of them. Read more…

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Lovin’ it. A fashion for passion


Love and romance were in the air last week. Yesterday, Sunday 14th, saw its impassioned climax.

Handily topical times for band-wagoning agencies who are always proclaiming their own undying and dna-filled passion. For marketing, that is.

Hoping that this bedroom quality (or other preferred location) transitions to the boardroom. That it will stir prospective client partners – declared advocates of such attributes, themselves – to examine their credentials. And that they come up smelling of roses.

If we may so describe the act.

Image result for passionate worker

Career-advancing statement

So is passion-filled mid-February (2016) peak hook-up time? Are agency match-makers Read more…

The probably pointless game of product catch-up


What matters to you most: price or quality?

Both, I hear you say. Spoken like a true consumer: you want it all.

easyFoodstore Closed

Priced in

But you spotted the trick in the question. It implies ‘product’ is what it’s all about. That we make buying decisions based on comparative product quality. And that price is one of the most visible cues about product value.

So cheap is bad and expensive is…yeah, yeah. Ob-vi-ous. So why, Dear Reader, is VnN telling you what you already know?

Volkswagen and Mondelez’ Creme Eggs folk excepted (what has Mondethingy done to those eggs?!) all marketing directors, brand managers, their team members and associated staffers will tell you, with pride and some prejudice, that their brand, their stuff is the best. That they have the best product.

They probably have it in their company mission statement, too. Writ LARGE. Actually, Mondelez probably shouts about that, too. Shows the value of mission statements.

Here’s an example of one of a million: Read more…

Against all odds

13/01/2016 2 comments

Did you buy that lottery ticket?
‘Course you did.
Did you expect to win?
‘Course you didn’t.
But did you still hope to win?
Stu-u-upid question.
And you were surprised when you didn’t?
‘Course you weren’t.
Yet you still spent money on something you knew would be a waste of?
‘Course you did.

I didn't win then, either.

I didn’t win then, either.

Radio 4’s Today prog last Saturday morning featured an interview with Camelot’s marketing director, Sally Cowdry.

One of those interviews presented as news but is actually lavishly lengthy and free PR for the brand involved.

On a BBC tax-payers’ funded channel where advertising doesn’t exist, of course.

Ms Cowdry was defending the indefensible. A bit like Labour’s Corbynistas claiming  Read more…

New business job descriptions to avoid in the New Year


‘Tis the season to be merry. Simple definition of merry:

  • very happy and cheerful; feeling or showing joy and happiness

  • causing joy and happiness

No excuses then. Especially on the last Friday of the year before Christmas. Let us simply be merry.

Defining moment

And for any new business job seekers out there who want to remain merry, Views not News‘ advice (the last for 2015) is equally simple:

Unless new business ‘job descriptions’ (let’s call them ‘people requirements’) in 2016 comprise no more than THREE simple statements or questions, avoid them.

Senior management at VnN are experts at talking themselves out of jobs. Mostly – but not exclusively – where job descriptions for new business have been drawn up without any thought given to their practical implementation.

Indeed most job descriptions are completely overwrought and unrealistically

Read more…

Is being better, better?


Last month’s piece in Campaign, CLOSE-UP, quoted one of its panellists, Havas’ CEO and creative Group Agency Head (phew!), I think it was, rightly rubbishing mission statements (the article was entitled Do agencies need a vision statement?).

Image result for being better than your competition

Laziness posing as insight.

Mission, vision…oy!

The only way agencies can achieve their aims, he said – if I remember the concluding comment correctly – was “by doing things better than others do.”

Sounds good, huh? Can’t knock that, can you? Can you? Well, not looking for a job as I’m not…I’m going to say I don’t agree. That this sort of thinking is wrong.

But before I do the ‘Here’s why’ bit, let me agree on the futility of mission / vision statements, generally.

Mission / vision statements are excuses. Substitutes for hard thinking. Don’t get me wrong: I love ‘Truth well told’, ‘Brutal simplicity’, blah, that another industry panellist mentioned. They’re provocative, beautifully concise and memorable.

But they’re not mission (or the other one) statements as the other panellist wrongly described them.

Mission statements, to stick with just the one, are designed to obscure the fact that agencies haven’t done Read more…

Pre-roll ads: the longest 5 seconds in the world?


Last week’s closing days – all re-named ‘Black Friday’ – saw an online shopping splurge to make this year’s event a record breaker. Apparently.

Sales were up. In-store punch-ups were down. New staff hires were up. Online staff discounts were down – cut that is. And even some stores’ opening hours were down: closing early to prepare for the biggest and barmiest bash of the year to date.

Image result for black friday

And where are the men…?

Yet savvy customers, brazenly flaunting their savviness, shunned the shops. Last year’s high street aggro was traded for this year’s online comfort.

Well, call it ‘comfort’, but when Argos, John Lewis, River Island and JD Sports all reported problems ranging from minor glitches and long queues to outright outages, clickability seamlessness is likely to have occasioned some screen punching rather than this heritage-free and suddenly-institutionalised annual shopfest’s traditional ill-will.

A quick survey of Views not News savvy staffers also revealed three main grouches.

  • Firstly, overflowing inboxes awash with emails. The three-line whip to spend, spend, spend caused some resentment. Note to marketers complaining about their own inboxes always being flooded with new business hopefuls’ emails: customers may not think it’s fun, either.
  • Secondly the interruptive omnipresence of many more pre-roll online videos than they could ever remember.
  • And thirdly, the stressless simplicity of press advertising.

“What?”, we hear you sneer snottily, “‘the stressless simplicity of press advertising’“? Pshaw.

Yep. S’what we said. Only one thing for it: we asked Team VnN to elaborate. Briefly. Here’s what they came up with and why. Read more…