Being Cheate-ad

Back in the monsoon of 2011, as I was headed to my work, little did I know that it was going to change my life forever. Before I get into the details, let me tell you all that I used to work in a different city, which would make me travel back to home (Baroda) during weekends, and head back to this city where I worked (Ahmedabad) on early Monday mornings. Unlike others, I would never crib about my work. In fact I would always look forward to Monday mornings as much as I would look forward to Friday evenings, when I would go back to home.

So coming back to the story, it was a wet Monday morning, and I took a 'Rickshaw' and headed to work straight from the bus station. The first thing I would do as soon as I would reach my job, would be to go to the reading area, where that particular day's newspapers would all be laid out for us to read them and find our ads, if any. As I flipped through the pages of the newspaper, I saw one of our ads, with the wrong copy and wrong layout!

Of course this was a mistake on the part of the Client Servicing Executive, who was handling this client, I thought. I was the Copy Writer, who wrote a dozen copies, one of which the client approved, but client servicing personnel sends out the wrong one to the newspaper for printing. So, since it not being me or my team mates' mistake, the least I was expecting was to get a call from my boss. Instead he calls this huge meeting, with all the staff members to the conference room, located right in the center of the office, with glass walls. Everybody, well aware of what was about to follow, looked pretty tense with damn serious facial expressions.

He takes his seat, pours some water in his glass, takes a sip, gives himself a moment before he gets started on addressing the staff. The next thing that we hear is unimaginable. "Did you all find our ad in today's newspaper?", "How did you like it?" And, before anybody could gather the courage to look up and answer him, he says, "The client created that ad..!!!!!!!"

A wave of shock spreads across the room. I stomped off my seat and in a raised voice said, "No, its mine. I made it few months back when we pitched our ideas to them the first time. This ad wasn't created for this newspaper for this week! It was just an idea, to gain them as our client." I repeated to him. My first question being, how did they get hold of this ad and most importantly how could they release it without consulting us?

My boss raises his eyebrows, looks at me in utter confusion and finally questions, "What do you mean?". "I mean what I just said". I reiterate. He calls off the meeting and asks me to see in his cabin. Apparently, he thought the client had to himself create an ad because, we, the creative team couldn't come up with an ad that fulfilled the client's need in an ad. I do not really know if he had a word with the client before he called me.

But, I realized there was some real suspicious activity going on. Having only heard stories of people doing such a thing, here I was in the situation to experience it. To cut the long story short, I soon figured that one of the team members had sold my ad, with my copy and my colleague's layout and made some good money out of it. Everything became crystal clear in my mind, as I walked into my boss's cabin. I told him what would have probably happened and to my surprise, he said he too thought the same. A long discussion, yet another staff meeting (this one being more serious because it included some bombarding and warnings!) and some serious actions followed. I do not wish to get into details of the actions since they were too serious and personal for that other person and the client too.

However, this was a lesson for me and even for the person who indulged in the unethical activity of selling our creative to the client and making some quick money out of it. Trust me, it happens all the time in advertising industry and unless you do not undergo such situations, you wouldn't know how it feels.

Right From Madison Ave!

Katelin Sheffiield, a Social Media Community Manager at Seiden Advertising agency, located on Madison Avenue is the daughter of Barry Sheffield (General Manager, WFDU 89.1 FM) and Judy DeAngelis Sheffield (a 1010 WINS legend). All of 26, Katie has already had so many feathers to her cap. Conversational in Spanish and having traveled to Spain to study Art History, this young lady now develops social media content for Health Quest, the Hudson Valley's largest integrated family of hospitals and health care providers.

It was a rainy Monday morning, and as arranged by Judy Sheffield, who happens to be my colleague at WFDU 89.1 FM, she brings her daughter at 10 past 11. Before I get into the interview details, I would like to mention that Ms. Judy had taken off as her daughter was visiting her after long. She, however, took out couple of hours and drove her daughter to WFDU just for the interview. I couldn't be any less thankful to her. After all who loves coming to work on a day that is supposed to be spent shopping around with daughter!

So, moving forward, as the door to the office opens, I see Judy along with a tall, white woman, with shoulder length golden brown hair, dressed in different shades of black. After the usual greetings, we sit down for the interview. The interview wasn't in a routine question-answer format, but it was more of a conversation.

Here are some of the excerpts from the advertising conversation, we had:

Madison Ave & People:

Katelin: I work in a company that is dominated mostly by females, most of whom are whites. And, sadly it is the same at almost all ad agencies on Madison Ave. You hardly get to see any Blacks or Latinos or even Asians! I hope that Madison Ave, would leave this bias behind and hire people of different colors, not just for low-ranking jobs, but for high-ranking jobs as well. 

Advertising: A reflection of American life:

Katelin: Surely, advertisers these days are trying to reflect the true America, that it is now. Advertisers are now opening up and people are slowly being more acceptable towards people who do not necessarily look like them. For instance, the Cheerios commercial, which reflects a multiracial family. And, then lot of new ads which show people of different ethnic backgrounds, coming on the same platform, enjoying the equal stature as the Caucasians do. 

Advertising Trends:

Katelin: Advertisers are being extremely creative and experimental these days. Look at the Absolut Vodka commercial featuring Spike Jonze, wherein without even once mentioning the brand during the whole ad, the brand successfully conveys a message that people remember for longer time. Advertisers know that people easily get offended when they are hammered continuously without any reason. Hence, they create a nice storyline/message and bring brand into the picture only in the end. 

Advertising Health Quest:

Katelin: Health Quest is the Hudson Valley's largest integrated family of hospitals and health care providers. So, it being a health care entity, we try to create a force of happy healthy movement. We cannot glorify and advertise Health Quest, like we do with other commercial products. We try to communicate healthcare tips through our Twitter & Pinterest accounts. Through our Facebook page, we tell people stories of real people, who have suffered some form of ailment. And, having pictures of them put on Facebook really makes them all excited and happy about their Social Media fame. We also have LinkedIn account, which we use as a platform to give out Hospital news, and talk about our achievements.

My Health Quest Page on Facebook, which Ms. Sheffield handles

Next Advertising Media:

Katelin: It could be Ello! However, looking at its slow start, it seems like it might fade out just like Google Plus. Facebook still seems to be in-thing. Look at the number of sponsored ads on Facebook these days. More than the feeds from the people, we get to see the advertisements (sponsored/paid types) these days. Ads are no longer restricted to the right bar, where they used to be till couple of years back. Facebook has turned completely commercial and advertisers are making the most out of it because, it no longer is a medium for the youngsters, it is used by oldies as well. In fact the fact that we put up patient stories on Facebook, make them want to have their accounts on it. 

Myself with Katelin Sheffield

And, thats how we ended our conversation! Just like her mother, Judy Sheffield, she came across as a really warm person, with a deep understanding about advertising and the ongoing trends. With her unconventional, creative writing style, she wishes to bring a difference to society someday.

Ads Out-Casting Colors

Following the foot-steps of gender bias in ads, is the racial/color bias in ads in India & America. While on one hand, we say that America is the melting pot of all the cultures, or rather a 'Salad', and that Indians do not vouch for white males & females in ads anymore, we see each of these nations not scaling all their citizens on the same scale.

Each ethnic group is stereotyped in a certain way or other. African-Americans are considered unintelligent, less skilled, lazy, and that they live off of welfare. Hispanics are often looked upon as illegal immigrants who are lazy and involved in criminal activities. Caucasians and surprisingly Asians are often stereotyped positively. Asians are portrayed as hard-working, competent, serious, and well-assimilated people.

Based on these stereotypes, these races advertise different categories of products on television. For instance, African-Americans are found in ads for snack/food products or products of low value, while Asians are found in commercials for products that symbolize affluence, and work life, and rarely in ads for home products. Caucasians are not associated with particular product category but they have been found in ads for toys or products that are often perceived to be more discretionary in nature.

Emulating the beauty standards of the western culture, is the Indian culture, telling its viewers via ads that you can be successful only if you have a lighter complexion. The climate in India gets hotter as you move from northern part of India to southern part, thereby browning the skin color of the people, as you move down. Be it for job, or for marriage, fairer looking women always have better chance. Reflecting these societal views are the Indian ads, the examples of some of which I have mentioned in my previous blogs.

However, amidst these stereotypical role portrayals and under-representation of certain races, come ads that celebrate diversity and bring them all on same platform. Android (Be Together. Not the Same) is the latest one in the series of few ads which released this year, which gives a message no matter who you are, where you are, and what your sexual orientation is, 'Be Together. Not the same.'. Coca Cola (Big Game), with its lyrics in all the possible world languages and showing different colored faces shows how beautiful America is.

Going back to Indian ads, no matter what ad you pick (afaqs.com), you won't find any ad that has really dark women or men or people from Eastern part of India, who have features similar to Chinese people. A significant population of the India (southern part) comprises of population that do not match white beauty standard but they are much Indian as the people from the rest of the states are. Same holds true for people from eastern states, who have almost negligent presence in television commercials.

While brown America is gaining acceptance (owing to increased Asian & Latino population in America) by Caucasians, partially, if not completely, the originally brown India needs to accept its own people and redefine its definition of beauty and make every single person feel beautiful, irrespective of its caste & color.

Effective Copywriting

David Ogilvy, the "Original Mad Men" and founder of Ogilvy & Mather is considered as the "Father of Advertising". His book, Ogilvy on Advertising is one of the most useful Advertising books I have ever read.

In this blog post, I will re-iterate some of his tips to effective copy writing, in my words.

1. Go Big or Go Home

Writing a copy, which is less than compelling enough to draw a consumer, or make a valid argument, only implies that the copy writer didn't do his job to the fullest. So, either write a great copy or hire someone else who can.

    2.   Do Your Homework/Research Well

Before starting on writing a copy, the writer needs to do a research and find answers to 5W & 1H. Only when he finds the answers to these questions, can he create a copy that is effective. Just like half baked cookies upset the stomach, not-completely-well researched ideas signal failure of marketing/advertising message. Most importantly, the key is to know your audience/consumers.

    3.   Be Respectful to Your Consumers

David Ogilvy writes in his book, 'A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her'. No matter how great the product is, speaking down to a consumer will only draw them away. The purpose of the ad copy should be to solve the consumer problem. Hence, without being biased or disrespectful towards your consumers, treat them as your equivalent, or perhaps higher than you, considering the fact that you are the one who needs the sales.

   4.    The Headline is 80%

On an average five times as many people are likely to read the headline as compared to the body copy. A well written headline equals 80 cents out of the dollar spent on advertising. A headline that leads with a strong product/service benefit is usually considered successful. 

   5.    Stay Focussed on Making the Sale

Instead of trying to infatuate your consumers with highly innovative, cute and funny copies, which do not boost sales, it is better to write simple copies, which people can understand in one glance, even when they are on the go. The copy should talk about ways, the product will improve their lives. This should be reflected in the copy.

  6.     Explain Why Consumers should buy your Product

One of the effective ways to write a persuasive copy is by being as informative as possible. After hooking consumers with an effective headline, next task is to let consumers know why they should buy your brand of product. What is the unique thing about the product or the deal? Why should they choose your product over other brand's product must be effectively communicated.

  7.     Copy is Important. Treat it Well

David Ogilvy, unlike other copywriters would treat each advertising campaign as a new babies. In his book he mentions, he would nurture them, fight for them, and help them develop. And, that is how he came up with some of the best-selling campaigns in the history of advertising.  

  These are some of the handy tips by David Ogivly, in my words, written as per my understanding.

Holiday Ads

Advertising is undergoing a rapid wave of transition, moving from one medium to another. The change is so quick that just when a brand starts advertising via a particular medium, the medium is already on the verge of fading out, making a way for yet another new medium. Four years back Instagram started as a social tool to edit and share pictures with friends and family. Over the time, advertisers picked up on this tool and started using it to create a more interactive marketing technique.  

We know that the 'Holiday Season' is just around the corner when we start seeing the ads around us. Be it the billboards and other Out of the Home (OOH) advertising, or be it ads on television, radio, print, or more so lately, be it the ads on Instagram & other social media, more than anything else, ads actually make us feel that we are approaching a 'Holiday Season' with their festive themed advertising. 

While reading a blog on 'Brands using Instagram as a Canvas for Seasonal Creativity', I came across Instagram not just as a tool to advertise, but also a tool wherein people from across the world, share one platform and engage in a common activity via various contests. 
Apart from Disneyland and Jet Blue's highly interactive Instagram campaign, one campaign that really struck me was the Oreo ad for Instagram and Facebook fans. Oreo created little adorable monsters and called them "nomsters". The brand created several short videos (around 10-11 seconds long, fit to be uploaded on Instagram) with "nomster" and released one on each day and asked their fans to "Name the Nomster". The best names were turned into digital content posted by Oreo later each day for the whole week. 

Check out one of the videos from the campaign: The Exortwist 

For more check out their Instagram page: #Oreo

Read more about the campaign on #OreoLab 

I think using such new tools for advertising really calls in for lot of creativity from the advertisers' end owing to the limitations of the medium (amidst its great reach in terms of visibility). Creating videos, that are shorter than 15 seconds, and are not just cute and funny but at the same time scary would surely have been not-so easy task. I am however, looking forward to Christmas and the new exciting marketing creatives.

Petting the Ads!

How often have we heard or read somewhere that babies, pets and sex sell like hot cakes in ads? Whenever an advertiser wants to generate a buzz, he either uses a combination of the above listed ingredients or uses one of them. In this blog, I am sharing some heart-melting ads with pets in them.

The recent Halloween Chobani commercial has cute little dogs dressed up in adorable Halloween costumes. Another ad that came out in the end of October, which had a pet dog featuring in the ad was that of Petco. Such ads are said to garner maximum likes on social media websites and are most shared videos on YouTube and the likes.

Some of the most recent Indian ads and American ads with pets will simply melt your heart. These pets not only look cute on screen, but also bring smile on our face with the way they act, behave and care like the humans do.

Obamacare Health Insurance, too chose the same path by running a pet-centric ad around Feb-March 2014. Almost two-third of the American population owns a dog and women being extremely fond of them, Enroll America and Ad Council ran pet-centric ads on television, movie theaters, online, on billboards and in women's magazines like O and, The Oprah.

All these ads and many other pet-centric ads are usually created in a way that we are reminded of how indifferent we are at times and how we take things for granted, and how these pets shower us with their love and care in the most selfless way.

Wiki Ad-ded It

I am so glad that all the wikipedia edits I made in 'Dove Real Beauty Sketches' page are still there. And, it seems like nobody altered it or re-edited the content I added. The reason I assume that the edits have not been removed is because I had cited each and every detail that I had added in there.

Follow is the blog post, which contains the earlier (original version) and my edited version—

Ad-it Wiki

Following is the link to the wikipedia page—

Dove Real Beauty Sketches Wiki

Hope you enjoy reading both my blog and the wikipedia page!