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Rational is often used to describe features of products, heritage, ingredients, manufacture etc. Reason is the benefits or value of those features. They deal with the the so what question. Lurpak and Grr are well executed product demos. They demonstrate benefits not features. One shows the benefits of Lurpak in cooking. Scrummy food. Grr shows the benefits of a Honda diesel engine. Less pollution. Brilliantly executed campaigns. Providing people with a reason / benefit for why they may want to consider buying them. All done in an entertaining and charming way. They charmingly show the very reason they were produced / invented in the first place.
Great post. So true especially when so many people think insight will stop them making mistakes and avoid the risk of advertising.
Toggle Commented Aug 23, 2011 on Stop Fetishising The Insight at Canalside View
Talktojimmer is now following Wieden + Kennedy London
Mar 29, 2011
Exactly no agency scored themselves less than a 6 - understandable in some ways I guess. Well two did score themselves less than Campaign this year. Adam and Eve 8 and Mother 8.5. Both awarded 9's by Campaign.
Congratulations on a well deserved 8. Interestingly you were one of the few that agreed with their score by Campaign, only 27% of all agencies did agree. To compliment your list here is the list of agencies and how they scored themselves. I hope this does not change the way you feel about your 8. That is not my intention, if anything the opposite. Agencies scored themselves like this, I have removed media agencies too (I hope). 9 - AQKA, EHS 4D Group, OgilvyOne, 8.5 - Mother 8 - Adam and Eve, AIS, Albion, CHI, CMW, Dare, DDB, Euro RSCG, Golley Slater, Grey, Krow, LBi, Lida, Maxus, MEC, Naked, Poke, Proximity, Publicis, Rapp, RKCR / Y&R, TMW,UM London,VCCP, W & K ,Work Club 7.5 - Chemistry, TBWA 7 - 18 Feet, AMV, BBH, Dentsu, DHM, Draft FCB, Elvis, Glue, Initative,Iris, Karmarama,Kitcatt Nohr Digitas, Leith, Leo Burnett, M&C Saatchi, McCann Erickson, Meteorite, Ogilvy & Mather, Partners Andrews Aldridge, Profero, Quiet Storm, Saatchi and Saatchi, SapietNitro, The Brooklyn Brothers, Wunderman 6 - Agency Republic, BMB, Brothers and Sisters, DLKW Lowe, Fallon, JWT, Leagas Delaney, Lean Mean Fighting Machine, Rapier, The Union, WCRS 5 - none 4 - none 3 - none
Really nice campaign. I am a fan too.
Talktojimmer is now following The Typepad Team
Mar 10, 2011