Category: Branding
February 21st, 2010

Calling all very talented (and budding) Communications Planners and Interns

It’s not every day you get to reinvent the wheel. But here’s a shot. 

Readers of this blog should know we’re dedicated
to shaping conversations between people and brands—out on the big,
brave, slightly bewildering new frontier where social media, PR and
digital/traditional marketing converge. We’re definitely not afraid to
experiment (or to make mistakes along the way).

But that’s tempered by
a grown up, buttoned down (well, sorta) approach to running our
business.

The most important thing? Our business models begins and ends with communications planning (our own special blend of account planning).

So we’re looking for someone who’s part entrepreneur. Part
evangelist. A little quantitative. Supremely intuitive. And every inch a change agent.

You’ll be at the rich, gooey center of an integrated team that
includes account strategists, creatives, media consultants, and PR
specialists.

To qualify you’ll need at least 1-2+ years of relevant planning/market research experience, including
demonstrated expertise in strategic analysis, market segmentation and
consumer research.

Plus, you’ll need to be able to (behold the bulleted list):

  • Provide leadership on brand initiatives
  • Drive big ideas across multiple channels/platforms
  • Experiment with/be inspired by social media
  • Integrate new cultural trends and research tools
  • Translate findings into clear, actionable strategies
  • Write compelling positioning documents and briefs
  • Envelop clients and consumers in your god/godess-like aura

Part-timers are strongly encouraged to apply–we’re particularly keen
to hear from experienced practitioners who are itching to get back in the
game (you know who you are).

Oh, and you’ll need a sense of humor. Or, at the very least, be able to laugh in the face of intense pressure.

And be able to laugh at yourself. And us. Definitely. Too much to ask?
You tell us.

Send a resume and brief email to: subject “Jnr. Planner”
at thatsme@mortaragency.com.

February 18th, 2010

The Brand Your Brand Could Smell Like.

Old Spice is the brand you want your brand to smell like. Let’s jump in the Wayback Machine and see how they got there.

1957 – Elvis. Chevrolet Bel-Airs. And Old-Spice… “From the laboratories of Shulton.”

1967?– Not sure what year this is, but we’d guess ’66-’67. It’s wild! Swingin’! And makes us want to drink tequila even more than usual!

1971 – “If you’re a bespectacled dork, and you like to stalk sailors…Old Spice.”

1978 – Meanwhile across the pond, Old Spice becomes an iconic…surf brand?

1978 – And on this side of the pond, you can almost hear the drunken meeting between Research and Creative: “Girls like it. Order another round and bill the client.”

1983 – Old Spice Is Not For You. Yeesh.

1990 – We’re out of ideas! Dust off the Sailor!

2000-something – Bruce Campbell! Now we’re getting somewhere. Check out the ship in the background.

2010 – The one you’ve been waiting for. They even get the YouTube “More Info” copy right: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.” See? That’s called “understanding the conversation.” People are clicking through to see you – so be the brand you want your brand to smell like the entire time. Jet fighters and punching, gentle readers. Jet fighters and punching. Great, great stuff.

February 8th, 2010

The World’s Fastest Super Bowl Ad Recap.

They all sucked except Snickers and Google. 


Ironically, we Googled Google’s ad and couldn’t find it.

UPDATE: There we go. Nice work, Google.
The rest of you SUCKED. What’s up with the Emasculated Men Theme? Or the Fat Guys With No Pants theme? We know the economy sucks and you’re scared, but it doesn’t mean you need to retreat into the hackneyed or sophomoric.
Google has something to sell, and sold it in an interesting way. Snickers has…Snickers bars, but at least they gave us Betty White who seems to get funnier by the second.
Geaux Saints!

December 7th, 2009

Use The Loofah! (Also: Lighten Up.)

So Adrants hipped us to the tempest-in-a-bathtub surrounding this spot from Method:

And while we're not going to rant as hard as Steve did in its defense, we will say – if you feel sexually threatened by anthropomorphic bubbles, you probably have bigger problems than which cleanser to use. We were somewhat persuaded by the commenter who was unpleasantly reminded of being "ogled by construction workers," but isn't the larger point that the audience should be disturbed by what's in their cleansers?

What say you?

October 29th, 2009

Oh It Deserves A New Language, All Right.

Mercedes_eclass_2

"Fabuttractive!?" Really? While we're inventing new words, how about  "Hacktastic?" 

Via the ironically-named-for-a-day AdGoodness.