Thursday, January 29, 2015
The Super Bowl is upon us, providing yet another opportunity to view and discuss great (and, let's be honest, sometimes not-so-great) advertising. Read below for what we are most excited about and check back on Monday to hear which were our favorite spots.
Judy Neer, President and CEO- “I'm looking forward to the Doritos commercials. I always love to see what the up-and-coming agency creatives come up with.”
Meghan McDonnell, Senior Vice President- “I’ll be interested to see what Weight Watchers does. With all of the snacking during the game, a weight loss ad should definitely stick out!”
Christine Hickey, Senior Consultant- “I can’t wait to see the Wix.com spot! It’s their first entry into the Super Bowl. (I was one of their first customers!) I'm especially looking forward to guest appearances from Brett Favre and Emmitt Smith, some of my personal favorites...”
Dan Jeffries, Senior Consultant- “Given last year's cracker for Kia, I’m looking forward to seeing what the guys at David&Goliath have come up with this year. They have a lot to live up to!”
Tracey Leffler, Client Manager- “I'm excited to see what the Mars brand does. There's been so much social buzz about their ads for Skittles and Snickers. I'm excited to see how that plays out both on and off screen."
Monday, January 26, 2015
An interesting POV came up in one of my meetings last week. An agency shared that they no longer say "the big idea" to refer to the crux of a concept. Their feeling was that big ideas don't have to be "big" anymore. A new logo, a change to packaging, a digital video-- while tactically small-- have all constituted big ideas that drove business results for their clients.
Is there merit in abandoning the term "the big idea" and replacing it with something that encompasses all big idea tactics? Or can we keep the term as long as our definition evolves with changing media and mindsets?
We've been in hundreds of agency presentations, and quite honestly, the term takes on a number of variations. From our perspective, it may be less about agreeing to the term itself and more about acknowledging that a big idea doesn't always have to be "big." A series of small ideas that drive better results can be just as effective.
Wednesday, January 07, 2015
Happy New Year! To kick off 2015, we sat down with our President and CEO, Judy Neer, and asked her to share what we're seeing across all of Pile's business areas, and what it means for marketers and agencies as they embark on a new year.
Here's what she had to say in this month's Three Questions.