Brands, strategy, innovation and the world of account planning| A reflection on planning by planners|

Is planning impotent?





What makes a good planner?





Are planners glorified researchers?





Is planning handicapped by advertising?

Estee Lauder ME launches regional website

Estée Lauder launched a regional website for the Middle East.

The new website, www.esteelauder-me.com, is available in both English and Arabic and "has been designed to bring the exceptional service experience that consumers' have come to expect at Estée Lauder's counters to the web," according to a release announcing the launch.

The site provides detailed product information and enhanced product images that are grouped into seven categories. This includes a section dedicated to Estée Lauder’s skincare range which features’ Estée Lauder’s Beautiful Skin Solutions, an easy guide for customer’s to find their perfect skincare regimen, combining the proven Repair and Moisturizer formulas targeted to the their specific needs. Information on Estée Lauder’s repair, moisturizer and eye category as well as its popular Nutritious skincare range are also featured in this section.

Customers can enter the “virtual immunity” from the visible signs of aging with Estée Lauder’s most luxurious skincare range, Re-Nutriv.  In this section, customers can learn all about the history and inspiration behind the Re-Nutriv range and the benefits of each product in the collection.

The website also features a dedicated section on Estée Lauder’s comprehensive brightening system, the Cyberwhite Ex range, which comprises of targeted technologies to brighten every kind of spot differently and thoroughly.

Detailed information on Estée Lauder’s make-up line up is featured in the make up section which includes Estée Lauder’s long wearing, stay-in-place Double Wear range as well its mascara, lipglosses and lipstick collections.  Customer’s can build a wardrobe of scents to express their mood with Estée Lauder’s most well-known fragrance collections, including Pleasures, Beautiful and most recently Sensuous, which are featured in the fragrance category.

The “What’s New” section provides the customer with information on all the latest products that Estée Lauder has launched in the region.  For any products of interest customers can click on the Store Locator to find out where they would be available in their country.

Soy Mamelle|

KIAN Brand Agency of Moscow undertook an interesting project. The project – a packaging concept for Soy Milk was aimed at informing regular milk consumers that milk obtained from natural plants is as good as cow’s milk using design elements that resemble a cow.

AIDS Awareness| Calendar

Make everyday an awareness day.

Creative Director: Naveen Verma

Art Director: Rono

Copywriter: Sunil S

Nike |(Red) Laces Fighting AIDS

Nike has launched (Nike) Red in thirteen countries around the world, a campaign timed to coincide with World AIDS Day. The Nike (Product) RED laces are designed to fight AIDS in Africa, with 100% of the profits going to the Global Fund and to Nike football-based programs.

(RED)™ is a simple idea that transforms our collective power as shoppers into a financial force that helps those affected by HIV in Africa. To date, $140 million has been generated and 4 million people have been helped through Global Fund programs that (RED) supports. When you choose to buy products from (RED) partner companies up to 50% of the profit goes towards eliminating AIDS in Africa. Joinred.com.

HSBC| YouTube Channel

Check out the site: http://www.youtube.com.br/hsbc
A reindeer needs to recover a yo-yo that falls within the seekbar of YouTube for Christmas to happen.


Advertising Agency: Midia Digital, Curitiba, Brazil
Creative Director: Juarez Zaleski
Copywriters: Fernando Christo
Art Director: Dagmar Nesi
Production: Open The Door
Aired: December 2009

Australia|World AIDS Campaign

Here in Australia it’s now December 3, two days after World AIDS Day. The campaign has been picked up by a large number of organisations, brands and web sites. Twitter turned red in honour of the day, in collaboration with Product Red. The Inspiration Room Daily site has gone red. Google has a special page for the day. The red ribbon is everywhere. It’s all part of a much larger campaign, run over many years, to uphold a commitment to reach universal access to HIV prevention, treatment, care and support. The World AIDS Campaign has released four posters and two postcards that pick up that commitment to human rights.

World AIDS Day Beginning

The World AIDS Day concept was developed in 1987 by James W. Bunn and Thomas Netter, two public information officers for the Global Programme on AIDS at the World Health Organization in Geneva, Switzerland. The campaign was picked up and promoted by Dr. Jonathan Mann, Director of the Global Programme on AIDS (now known as UNAIDS), with the first World AIDS Day held on 1 December 1998.

Bunn suggested the date of December 1st to ensure coverage by western news media, something he believed was vital to the success of World AIDS Day. He felt that because 1988 was an election year in the U.S. media outlets would be weary of their post-election coverage and eager to find a fresh story to cover. Bunn and Netter felt that December 1 was long enough after the election and soon enough before the Christmas holidays that it was, in effect, a dead spot in the news calendar and thus perfect timing for World AIDS Day.

ABSOLUT VODKA| ‘Every Drink is an Exceptional Experience’

ABSOLUT VODKA debuts ‘Drinks,’ the latest work of a new generation of creative collaborators. Via a collaboration with some of the most exciting personalities on the planet, “Drinks” brings the cocktail world to life with renowned fashion photographer Ellen Von Unwerth and critically-acclaimed actresses Kate Beckinsale and Zooey Deschanel to celebrate uniquely ABSOLUT drinks.

With the tagline, ‘Every Drink is an Exceptional Experience,’ the new ads are a tribute to those drinks that changed the playing field within the cocktail community and continue to have relevance among today’s vodka connoisseurs. The initiative underlines that every cocktail starts with a story – from the legendary lore of the Bloody Mary’s creation at Harry’s Bar in Paris to the legions of female fans of the otherworldly Cosmopolitan.
“As the next iteration in the campaign, ‘Drinks’ is a witty interpretation of classic cocktails that pay homage to ABSOLUT VODKA’s legacy as a truly iconic spirits brand and the key ingredient in making these drinks an exceptional experience for consumers and bartenders,” says Tim Murphy, ABSOLUT Vice President of Marketing. “No other vodka has as much longevity within both the cocktail and creative worlds, and “Drinks” is the culmination of our 30 years of bringing collaborations to life, while showcasing the drinks that made the brand a back bar staple.” 

Known for her distinctly bold and playful adaptations of fashion and beauty photography, Ellen von Unwerth captures Kate Beckinsale and Zooey Deschanel’s characters as they are immersed in different cocktail worlds. The drinks profiled include the iconic cocktails that made the brand famous, like ABSOLUT Bloody, ABSOLUT Cosmo, ABSOLUT Twist and ABSOLUT Crush, as well as a new recipe to be revealed in the coming months.

• Every drink is an Exceptional Experience IN AN ABSOLUT WORLD
• a Vision from Kate Beckinsale & Ellen Von Unwerth
• Explore more exceptional drinks at Facebook.com/Absolut

Absolut Vodka: Bloody base

Absolut Vodka: Crush

Absolut Vodka: Cosmo

Absolut Vodka: Swirl

Advertising Agency: TBWA, USA
Chief Creative Officer: Mark Figliulo
Creative Director: Rob Baird
Associate Creative Directors / Art Directors: Kris Wixom, Hoj Jomehri, Thiago Zanato
Associate Creative Director / Copywriter: Alisa Sengel Wixom
Executive Producer: Matt Bijarchi
Director Art Production: Teresa Rad
Talent: Kate Beckinsale, Zooey Deschanel
Photographer: Ellen Von Unwerth
Production Designer: Kristen Vallow
Wardrobe Stylists: Nicola Formichetti, Kate Young
Hair Stylist: Jimmy Paul
Make Up Artists: James Kaliardos, Vasilios Tanis
Production: Moo Studios
Beauty Retouching: Box Studios
Retouching / Post-production: E-graphics

Lynx (Axe)|Be prepared this festive season.

The brief was to make sure young guys didn't leave the house without their portable Lynx Bullet, because you never know when romance might strike.

Advertising Agency: BBH, London, UK
Creative Director:Dominic Goldman
Art Director: Adam Thompson
Copywriter: Dan Glover-James
Photographer: Julian Wolkenstein
Agency producer: Jeremy Gleeson

2010| Web trends list

Sections:

1. social media
2. business
3. mobile
4. marketing
5. search
6. SEO
7. web design & development
8. software

Social Media

• Twitter integration and apps were king in 2009 and are here to stay. Either you integrate or you perish
• Tumblr is successful and growing in the shadow of Twitter, when Twitter finally loses steam will Tumblr be the new darling?
• Market consolidation in social media leaving only a few major players on the scene: Twitter, Facebook and who else?
• Social news (Digg, Reddit) and bookmarking (Delicious) will become obsolete. Already the first wave of social media that is social news and bookmarking lose against Twitter.
• Social browsing (StumbleUpon etc.) is already dead. There were more than a dozen of social browsing services in 2008. Most of them are dead or on hiatus already. More to follow.

Business

• We’ll witness a demise or hiatus of most startups without critical mass of users as the money runs out
• We can expect a proliferation of premium and freemium business models as venture capital stays scarce
• Companies and brands will have to develop a social media strategy in 2010 to stay afloat
• With business accounts and data access selling like hotcakes and additional revenue sources Twitter will become profitable in 2010 already

Mobile

• We’ll see a smartphone systems death match as the market isn’t big enough for all the often incompatible systems we have right now.
• Apple will be losing market share. The iPhone still looks like years ago. They don’t even have a netbook yet. They can’t rely on cult tactics forever.
• Phones and calls for free thanks Google: Google prepares the real Google Phone combining Google Voice and Gizmo5 VoIP to offer free calls.

Marketing

• We’ll see less bullshit and more substance in the online marketing field. As the Web matures more and more people become too savvy to get fooled.
• Advertising replaced on the Web by “ad content” that is non promotional content about the brand, company or products: Less banners more reports.

Search

• Real time search will go prime time for everyone, not just the search geeks and early adopters
• Google and Bing will keep on copying each other in order to capitalize on the search advertising market
• Advanced personalization will lead to your own personal search results for most people rendering ranking checks useless

SEO

• SEO is becoming ubiquitous, everybody does it (BBC etc.) and in 2010 those who don’t will fail to compete
• More SEO experts will return underground again inspite of ubiquitous SEO due to wide spread prejudice of the ignorant against the trade
• Like it or not but we’ll see more jQuery pop ups due to their high conversion rate. 

Web Design & Development

• Mobile apps will continue to boom and optimized web pages for mobile use will become common place finally
• HTML5 and CSS3 will allow web designers to offer extra features possible backed by graceful degradationin oder to support for older browsers
• YouTube censorship spawns an open source and DIY video embedding counter movement. We already witness it but in 2010 you’ll look like a noob using YouTube on your site

Blogging

• Blogs get even more authoritative and accepted, becoming the “old media” of the Web
• Quick and clean miniblogging (Tumblr, Posterous etc.) establish a lively sphere between Twitter-like microblogging and blogging.
• Video content finally gets the importance we expected for years now with growing band width etc.

Software

• There will be more cloud computing and web based software or rather webware around and people will use it more often
• Most notably Google Docs will convince more users of the Microsoft Office desktop edition to switch
• At the same time Google Chrome OS will be competing successfully with Windows at least on netbooks

VIA

Campaign| Fuck You AIDS!

Fuck You Aids! It means exactly it: to fuck the HIV. Rather, to anticipate his transmission. Because if at the moment of supporting sexual relations we use ALWAYS condom, we will kill to the AIDS and to other sexually transmitted diseases.
The AIDS is BAD it respects no age,  sex, nor religion or social class. It is aggressive, virulent and bad-mannered. Such a complex problematics, full of edges that to interpret and factors of diverse nature that to neutralize deserves a simple, direct and forceful response. Because of it, we are going to treat to the AIDS like it deserves, giving him a good dose of his own medicine.

SOLUTION: Contrastrategy: instead of realizing the unique and weak graphical piece… we extend the pre-established diffusion, adding channels or means of diffusion and applying the message in a real sweep 360º.

For it, we design a universally strong concept that includes an integral campaign and of length crossed of prevención/concienciación governed under the unique phrase that says our worse desire to the disease: that Fuck You AIDS! This way and only this way: hating it and wishing the worst thing him, we will be conscious of using condoms whenever we support sexual relations of risk and will create again the habit of use that so much and damage it will cause him to the disease.

Tittle : Fuck You Aids!
Target: Young extended public of varied buying power
Advertising Agency :acHe, Barcelona, Spain
Creative Director: Diego Otero Rodríguez

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