The War of the Roses of the Creative
HandelsZeitung hosted a panel discussion on "creative advertising trends"
HandelsZeitung hosted a panel discussion on "creative advertising trends "By Andreas PanzeriAround the presentation of "Advertising Trends 2001", HandelsZeitung also invited four leading midwives of good ideas to talk shop about "creative advertising trends". The planned search for style between new publicity and old economy ended up as a war of the roses between two generations.
"Everything is a trend," said Jean Etienne Aebi and celebrated the
For the umpteenth time at such a podium, he expressed his conviction: "Trend discussions are funny discussions. Everything that is well done has a place next to each other."
Finally, the moderator Ralph Büchi, publisher of HandelsZeitung, tickled him into making a statement worth quoting, the ADC President revealed that "real people" is certainly one of the strongest international trends.
Showing reality with "people and their stories" is also a trend for Frank Bodin. The newly appointed Executive Chairman of Euro RSCG Switzerland also noticed a "tendency towards large images" in Cannes. Bodin also sees subtlety and "more sophisticated lighting" as a trend - or in other words: "There are no more funny ideas without reference to serious brand management."
In an increasingly confusing market, the clean brand strategy will have a future. The panel agreed on this. "Well learned," commented Jean Etienne Aebi, rewarding his former student Bodin's statement with a rose from the stage decorations surrounding the sofas.
Those who advertise against the tide will be successful
This mutual award of thorny flowers was to become the running gag of the evening, as Bodin now also returned the roses to Aebi in bundles every time he made a clever remark.
On the subject of "humor in advertising", Frank Bodin also got another laugh with his analysis that the closed-minded Swiss at least have something open when they laugh - namely their mouths. Danielle Lanz immediately returned one of the roses for his sentence "Charm is always successful".
The event was also characterized by the topic of "creative disobedience". Many advertising companies have only really become top because they have swum against the tide with their campaigns. A positive example: Diesel's unconventional jeans advertising.
However, many of these brand new trends "still sail past Switzerland because we don't have enough courage to try something new". Discovering new talents would therefore not only be more creative, but also cheaper, calculated Hans Tanner from the Wirz management.
But what does it take to actually get to the top? Danielle Lanz: "The talent to accept setbacks and to take an interest in something you weren't interested in before. For example, insurance." One of her personal recipes for success: "Limiting yourself to a single message."
"Creativity also means putting your own ideas aside and dealing with the client's brief as a service provider," says Hans Tanner. But what can a client do to ensure that an agency is as creative as possible? Bodin: "Advertising should definitely be a top priority for clients. Large committees are the death knell for any creative idea."
Aebi, on the other hand, warned against being anything other than a rose-cavalier at the end: "A lot of what we advertisers do is rightly shot down because it's actually bullshit."
"Everything is a trend," said Jean Etienne Aebi and celebrated the
For the umpteenth time at such a podium, he expressed his conviction: "Trend discussions are funny discussions. Everything that is well done has a place next to each other."
Finally, the moderator Ralph Büchi, publisher of HandelsZeitung, tickled him into making a statement worth quoting, the ADC President revealed that "real people" is certainly one of the strongest international trends.
Showing reality with "people and their stories" is also a trend for Frank Bodin. The newly appointed Executive Chairman of Euro RSCG Switzerland also noticed a "tendency towards large images" in Cannes. Bodin also sees subtlety and "more sophisticated lighting" as a trend - or in other words: "There are no more funny ideas without reference to serious brand management."
In an increasingly confusing market, the clean brand strategy will have a future. The panel agreed on this. "Well learned," commented Jean Etienne Aebi, rewarding his former student Bodin's statement with a rose from the stage decorations surrounding the sofas.
Those who advertise against the tide will be successful
This mutual award of thorny flowers was to become the running gag of the evening, as Bodin now also returned the roses to Aebi in bundles every time he made a clever remark.
On the subject of "humor in advertising", Frank Bodin also got another laugh with his analysis that the closed-minded Swiss at least have something open when they laugh - namely their mouths. Danielle Lanz immediately returned one of the roses for his sentence "Charm is always successful".
The event was also characterized by the topic of "creative disobedience". Many advertising companies have only really become top because they have swum against the tide with their campaigns. A positive example: Diesel's unconventional jeans advertising.
However, many of these brand new trends "still sail past Switzerland because we don't have enough courage to try something new". Discovering new talents would therefore not only be more creative, but also cheaper, calculated Hans Tanner from the Wirz management.
But what does it take to actually get to the top? Danielle Lanz: "The talent to accept setbacks and to take an interest in something you weren't interested in before. For example, insurance." One of her personal recipes for success: "Limiting yourself to a single message."
"Creativity also means putting your own ideas aside and dealing with the client's brief as a service provider," says Hans Tanner. But what can a client do to ensure that an agency is as creative as possible? Bodin: "Advertising should definitely be a top priority for clients. Large committees are the death knell for any creative idea."
Aebi, on the other hand, warned against being anything other than a rose-cavalier at the end: "A lot of what we advertisers do is rightly shot down because it's actually bullshit."
