@naresh_sunkara It was. This local spot makes really good pizza and pasta.
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derek walker
46.2K posts
derek walker
@dereklwalker
I'm chief instigator, janitor, secretary and mailroom person for brown and browner advertising.
Columbia, SC Katılım Şubat 2009
3.2K Takip Edilen11.1K Takipçiler
@naresh_sunkara This is a bigger shock for people who are used to having disposable income or just a little extra - the middle and lower-upper class.
Lower class and the poor have been struggling with high prices forever.
That doesn't make it any better.
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'Describing' is not 'explaining.'
Please understand that many presentations 'explain' concepts to clients because the concept is so muddy it cannot be 'described.'
Muddy concepts are recipes for bad advertising.
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If the 'concept' can't be understood without full body copy and nearly finished art direction, something is wrong.
A concept should be so human that you can 'describe' it verbally, and people get it.
Look at what's considered great ads - you'll see that they need no explanation
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I've got a question.
How many of these brands using celebrities/influencers, "found" the money for their fee while paying their adv. agency as little as possible?
I lied. I've got 2 questions.
If they stop using celebrities/influencers would the budget remain the same?
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@FinanceDirCFO Stop using math and logic! You know it only confuses us and makes us angry!😂
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Doing shoddy work, in any field, is more expensive than doing good work from the outset.
In advertising specifically, if you save $10k on the creative but need to spend $100k more on media to drive the same traffic, you haven't saved anything. You've wasted $90k...
derek walker@dereklwalker
Too often, the weaker the advertising concept the higher the production costs. It simply takes more crutches to bear the weight a weak concept. Heavy special effects, animation, AI, and celebrities turn into crutches when the work lacks substance.
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Too often, the weaker the advertising concept the higher the production costs.
It simply takes more crutches to bear the weight a weak concept.
Heavy special effects, animation, AI, and celebrities turn into crutches when the work lacks substance.
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@Schwartzie14 I am shocked that it was still in existence.
That it took this much money to realize it was a horrible idea was the bad part.
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I beginning to believe that we confused being "optimistic" with "cheerleading."
The dictionary defines optimistic as: hopeful and confident about the future
That's it.
A person can be optimistic and still question things. They can be optimistic and see issues and hazards.
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@FinanceDirCFO I just imagined being chased by a T-rex thinking, "but he can't write an edict with them tiny arms."🤣😂
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@westsidevarrio And that should tell us something about presentations and pitches. We need to trim them down.
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@dereklwalker The majority of decks ever built were to appease the folks along the way to the decision makers. Many of the successful presentations and pitches I've been a part of were stopped midway through by the boss to say, "You've got it," "Love it, stop there," or some similar effect.
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If your advertising concept requires a deck to explain it, it is crap.
If the humanity of it has to be explained - start over. It has failed.
A solid concept doesn't need the "dog and pony show."
It can stand on its own - because that is its copulating job.
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@FrankoIppolito Amen. I hate the "situation analysis" slide that I really hate. Doesn't everyone in the room know the copulating situation?
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@dereklwalker It's the "Why it works" paragraph in decks that just 🤬🤬🤬🤬🤬🤬🤬
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The more you have to explain an advertising concept, the weaker it is.
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Please stop lying to yourself.
• We don't have to move at the speed of light
• You can generate more business with less by doing better
• AI is not the solution to all the problems
• Everything cannot be cheaply or instantly
• Compromising quality is still a bad idea
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This is a secret technique that I thought was lost to the ages. Knowing someone is out here encouraging folks to do marker comps gives me hope.
@FrankoIppolito
Frank Ippolito@FrankoIppolito
Just teaching the junior designer to do marker comps...
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derek walker retweetledi
From Episode 26 of Bin Juice: Most brands are all about 'me, me, me' on their websites. But are potential buyers seeing themselves in that messaging? Let's spill the tea on better brand comms! #MarketingTips #BrandStrategy #BinJuice
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derek walker retweetledi
The DOGE deposition videos have been banned on YouTube and they're being suppressed here as well.
Elon Musk hates free speech
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