Learned this word last week;
Often used in the context of media or entertainment franchises.
Also would be a cool agency name.
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A bunch of stuff from other people that I would highly recommend reading;
The Anatomy of Narrative Change
THIS is a great example of what “culture” looks like in the world. How we perceive the idea of a street and all the resulting implications.
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There are a few people out there who continue to publish material that I find better than 90% of agency strategy presentations.
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Ana Andjelic is one of them; and this is a must read for anyone with retail clients →
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The other is Zoe Scaman who recently published a comprehensive breakdown of how to use AI in creative comms / strategy work. Worth a read and a bookmark.
Possibly the most important point within the presentation, but dont let the screenshots inclusion here convince you not to give the whole thing a skim.
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Finally, this article/post about the emergence of paid communities by Toby Shorin. (Subpixel space as a whole is worth exploring if you want to see a small glimpse at what the internet was and could be).
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Hot take:
“The agency isn’t responsible for strategy, the brand is.”
Can’t say I disagree…
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a reshare of a note that I will periodically return to;
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I wrote this a while ago and was kind of too embarrassed to share because “______ is like _______” articles are the exhaust fumes equivalent in the bigger industrial bullshit complex. But whatever, I still think it holds truth regardless of the cliche…
Planning is like boxing.
Footwork is the fundamentals. E.g. how advertising works, ESOV, the role of salience. Etc
Your jabs are Comms planning and media spend. Understanding reach vs frequency This is typically what wins a fight. Relentless little points of contact in the right place at the right time.
Knowing your opponent is knowing the category and the inlaying behavior
Steroids- media budget. Devastatingly effective, kind of feels like cheating. I wouldn’t be surprised if the mob was involved
A strong punch from your dominant hand is a planners bread and butter: clarity and tension.
But everyone is really in it for the hooks and the jabs. The unexpected blow that can change the momentum of a fight: that’s the creative output.
But you can’t just walk out and throw that wild hook. It takes a little bit of everything else to open up that opportunity.
Tbh PR stunts are like the walk on
And just like boxing…
- advertising is probably horribly damaging to the mental health of everyone involved.
- It’s corrupt to the point of making people lose interest.
- Half the time it’s a scam or fixed.
- There are a hilariously high number of people on payroll considering what the public sees.
- To be great you need to study the legends and spar with the young guns.
- A very small percent of those involved make a shit ton of money (sometimes for doing something a child used to get in trouble for at school)
- At its prime, it’s the most captivating thing on TV.
- Both love a good spectacle
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incredibly important for brief writers and the like;
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If you are a product/brand that can honestly complete this sentence, then creativity is about clarity and reach.
If you can’t (like most), then creative comms are about association and familiarity.
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Reminder that you can have a successful business in any of these quadrants
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My personality type is Expert planner coach. With planner being the dominant moon sign or whatever.
WEEKLY MONSTER
My brother and sister in law occasionally make dolls and I think they should sell them.