“Well, it's taken time to get this going, but he was right. If you give people a chance to associate themselves with a cause they care about, while buying a great product, they will. That was how the RED Campaign was born, here in Davos.” PeopleIfsGivingWellsCareCausesBornChanceBusinessTakenProductsRedCampaignsBuyingAssociatesDavos Author:Bill Gates
“Everything about it worked, and I don't mean just the movie, but in our experience, we realized there's also a component of luck involved in this business. We had absolutely the most competent people in the studio working on the release and ad campaign.” PeopleMeanBusinessInvolvedLuckStudiosCampaignsReleaseAdsComponentsCompetent Author:David Zucker
“What's so touching is the way we fight the war right until the moment our business is taken care of and then we turn on a dime and we immediately start taking care of people. It's like a shock and aw shucks campaign.” PeopleWayWarMomentsCareTurnsFightingBusinessTakenComedyCampaignsShockTouchingTurn-onDimes Author:Dennis Miller
“If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.” IfsBusinessWorryEconomyBuiltFortuneCampaignsStealingAdvertisingBrandsAgencyGood FortuneIrritatingIrritatedImitatingAdvertising AgenciesGreat AdvertisingAdvertisement Negative Book:Confessions of an advertising man Source: Confessions of an advertising man
“The Obama campaign is one of the greatest examples of what is possible in the brave new world of 21st Century marketing. They did a masterful job of connecting with minds, personalizing messages, refining old and new media, sending clear messages, and providing the feedback that enabled them to respond to the messages they heard.” WorldMindJobsBusinessClearHeardCenturyMediaExampleMessagesBraveMarketingCampaignsNew WorldProviding21st CenturyConnectingFeedbackRefiningBrave New WorldNew MediaOld And NewObama Campaign Author:Anne M. Mulcahy
“A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.” IfsTryingEndsReasonTogetherFacesBitsPerfectNumbersBusinessProduceApproachShotsClaimsStructureCampaignsBrandsReason WhyDescriptionPacksSomewhere Else Author:Stephen King
“We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer that that.” NeedsMindBusinessBenefitsGreenCampaignsMinoritiesBehaviourResearchersZealot Author:Chris Powell