talk

I am hoping, though, that many of them have kids, who, when they have a moment to take a break from their iPods, Internet, or Google, will explain to their parents running the country just how the world is being flattened.

-Thomas Friedman

Anyone who has graduated with some sort of business degree in the past decade or even further back beyond that, can testify to having had at least a brief introductory education in Globalization. Whether or not you remember the specifics of what you learned, the effects of globalization impact you in some way everyday. As technology advances the gaps between our wants, needs, desires, our emotions are shortened. These gaps, voids, spaces are becoming exceedingly short-lived and are causing us to stimulate our senses more regularly. These itches that we never used to be able to scratch have now presented themselves just within our reach. How did this come to be? How is it that our three wishes from a genie have been substituted by a random unsecured wireless connection? People have adapted to suit their lifestyles by using technology to give themselves the things they desire. Where there wasn’t desire before, there is now. A seemingly endless amount of new mediums being made available for advertisements has made reaching new consumers easier, but persuading them to buy into a product or service has become adversely difficult.

Dawn the age of the Internet Cosmopolitan. The Internet Cosmopolitan is someone who is internet savvy, consumer wise, trend intelligent, hard to persuade, and easy to convince. The combination of characteristics that make up the Internet Cosmopolitan are making the jobs of admen and adwomen more difficult. Selling anything to this crowd isn’t easy if your product is flawed. The Internet Cosmopolitan is a researcher that does his/her homework and does it diligently. Their needs are specific and are satisfied to an expected level of utility or enjoyment. So long are the days of the unconscious consumer. A large amount of disposable incomes left around the same time pre-iPod mp3 players became obsolete. Internet Cosmopolitans are Tom’s wearing, organic eating, BP protesting, Mac using, politically opinionated, uncertified experts out-of-the-field and have every right to be (in some cases). They want to know everything about anything and why. If it doesn’t meet their standards it instantly gets a bad review on Google and or at least a plea for a “dislike button” on Facebook.

Internet Cosmopolitans are children of advanced information technology and economic belt-tightening. As mentioned before, the Internet Cosmopolitan is Internet savvy and consumer wise. Their use of the Internet is profound and the skills they possess far exceed those of the Baby Boomers. They know how to use any mobile device to get to Internet and can order concert tickets off a cell phone. They are consumer wise in the sense that they won’t buy anything that isn’t produced justly (i.e. Wal-Mart products, sweat-shop goods, toys that might have cadmium in it). They like to support local business when possible, support companies that give back to a community or organization they like, and prefer to purchase products that best suit their lifestyle rather than buying something that simply fulfills only one need. For ad people this means extensive corporate responsibility campaigns that expose how their client’s companies are having a positive impact on quality of life, whether it be for workers, the environment, or community.

Internet Cosmopolitans are also trend intelligent, which makes expecting the next big fad more difficult. The Internet has made available a wide freedom of choice when it comes to consumerism now. My personal favorite trends to watch now are in the food and drink industries because people have very distinct preferences when it comes to their palette. A rapidly growing trend in the US has been extensive beer lists in bars and restaurants and the growing popularity of microbrews has caused people to ditch their Bud Lights for some real flavor. Microbrews are the perfect Internet Cosmopolitan delight because they are good, they’re a cheap indulgence, made by small (local) breweries, and often give back to their communities in some way. Also since there are so many of these breweries now there has been an individual connection to people’s local beers, almost like a preferred sports teams. When an Internet Cosmopolitan sees something like microbrews growing in popularity they’ll go home and Google the crap out of it until they’re convinced that they’ll like the product. In many respects I feel “try before you buy” has been replaced by “research and read consumer ratings before you buy.”

What do I mean by hard to persuade and easy to convince? What I mean is that ad people aren’t going to be able to say, “it’s toasted” for cigarettes anymore when RJ Reynolds comes under Surgeon General scrutiny again. Simple slogans aren’t going to make it all better. People are too conscientious now a day to buy into a jingle. Take for example the new 2011 Jeep Grand Cherokee TV ad (http://www.youtube.com/watch?v=Mi0SbrrGaiw). It is a manifesto, a call to arms for Americans to restore our recently defunct automotive industry to its former glory. Chevrolet’s “Like a rock” no longer will construct our skyscrapers or farm our land. Jeep is a great example of convincing an audience because everything that it talks about in the commercial is relatable to an American demographic. The economic crisis in America was attributed to several key industries collapsing due to social and ethical inconsistencies.

The American public has become more aware about making right decisions now so much, so that it effects how we act as consumers and from where we choose to purchase our goods. People now know to dig deeper and not to just take things at face value. The Internet is an easy place for people to get educated quickly on almost any topic. Unifying global information in one easy to access place has made the world flatter for consumers. This flat world makes for an easily obtainable education in poisonous Chinese goods, ethically sound alternative fuel sources, and issues that pertain to an individual personally.

Written By: Gabrielle Smedes

Mainstream television continues to be one of the largest driving forces of our culture today. What we watch affects decisions about what we wear, what we eat, where we go. Even further, television can control the way we spend our time: how often have we cut plans short so we can be home for our favorite shows? Television networks recognize this dependent relationship, and as a result are choosing to take fewer and fewer risks.

One example is the spin-off: a show developed with characters already proven popular from an earlier show, placed in new situations, yet capitalizing on audience familiarity and loyalty. Spin-offs have been around since the 1960s—The Andy Griffith Show is one of the earliest and most successful examples—however, as television programming shifts to favor reality rather than traditional, studio-produced shows, the concept of the spin-off is going in an entirely new direction. continue reading “Putting a New Spin on Spin-offs”

By: Catherine Marie Cuello

If equality benefits everyone, even those in the upper class, then why do we not work towards improving basic living standards? Today’s media has a responsibility to promote consciousness about this issue in an increasingly-interconnected world. Reality television, the gossip trade and other similarly low-brow forms of entertainment have sabotaged attention spans and created meaningless issues to distract public concern. But what if this trend could be turned around, and used for the greater good? For example, why not use the power of celebrity to inspire, motivate and encourage people to get involved?

This is where we come in - holding almost quasi ‘consciousness advocate’ degrees. Our goal should be to constantly reach out and entertain with inspiring messages, challenging change in people’s daily lives.

More than 10% of the U.S. population today is Hispanic, the largest ethnic minority in the United States. In many cases these immigrants have come here to escape poverty and oppression in their home countries, and have been forced to find better living standards elsewhere. Thus, it is our responsibility—as educated citizens, as Hispanics and simply as human beings—to represent our people wherever we are, however we can. continue reading “Basic Standards”

To begin with, the UPA (United Progressive Alliance- formed by the Indian National Congress and its allies) had rallied to win resoundingly in 2009 because of two important factors. First, the BJP (Bharatiya Jantha Party) had made a mess of things with shady management if not propagation of the Gujarat riots (2006) coupled with blatant corruption during its tenure. Second, India’s people were tired of a government that preached an extremist Hindu stance excluding minorities’ like- Muslims and Christians, chastising them for practicing and preaching their beliefs.

In 2009, relief came in the form of the UPA. Headed by a cast of veteran leaders and fresh young faces the UPA’s campaign promised change for the better. Least to say, they won and took over office. So, post 2009 where does India stand? Touted to be the next political and financial superpower has the UPA been able to stick to its guns, implement reforms and turn India into a well oiled machine? continue reading “India and the UPA’s promise of Utopia by Alexander Mathew”

Anyone who has been near a television the past two months has some idea of what is happening when the words “BP” and “oil spill” are in the same sentence. The recent oil spill, considered the worst in US history, is agreed to be a travesty in terms of environmental safety and regulation, government policy, and corporate responsibility. What appears to be most controversial among people close to the subject is what the British energy company should be doing about the predicament they are now in. With the world watching closely, BP has been trying and failing via different means to stop the oil from spreading and to remove as much as possible from the Gulf coast.

The oil spill’s long term effects on marine life habitats are long-ranging problems that will take several years to rectify. Damage on Eastern coast coral reefs is expected and effects on the ocean floor are currently unknown. If the contaminated sea currents go into the Atlantic Ocean, the spill will harm animals even if BP manages to contain the oil away from shorelines. With these issues in mind, I am by no means arguing or expecting that oil companies should or would ever plan on putting the environment’s intrinsic value over their own economic and fiscal gain- that would be naïve and unrealistic! continue reading “BP Oil, Friend or Foe? by Stephanie Yu”

How and when did brands get so small? It seems that despite the greater availability of tools and engaging media to connect brands with consumers, the impact of brands on society has greatly diminished. Why are the trillions of dollars currently spent on marketing only getting us “Paris Hilton” brands instead of timeless “Liz Taylors?” It seems that this past decade’s media revolution has empowered consumers while making brands more insecure.

Brands that want to be leaders must learn how to lead. They must facilitate what we call “branded movements” – or powerful collaborative statements with non-traditional groups such as grassroots organizations and influencers resulting in powerful brand communities. How do branded movements begin?

Brands should first adopt a more assertive attitude with regards to the roles they can play in society. They should not be afraid to ask themselves how they can change the world. This type of weighty question will naturally guide your brand to true values and give clarity, edge and purpose to your branding strategy. Plus, doing so will also bring you closer with a stronger base of consumers that are already asking themselves that very question of the brands they embrace.

A growing number of examples of branded movements is feeding consumers’ appetite for brand meaning, including General Electric’s “Eco-magination,” Lance Armstrong’s “Live Strong,” Dove’s “Real Beauty”, and Bono’s Red Campaign. At the core of these initiatives is a brand becoming human, inspiring through values, and then building communities through stories and interactions through imaginative use of creative and media.

“Branded movements,” work because they give everyone involved a sense of purpose around the brand and its values. They are also powerful because they allow to brand to touch upon society’s big shifts as well as the themes impacting the day-to-day decisions of individuals and families. The brand becomes both symbolic and relatable, inspirational and accessible. It is then, by being truly a part of consumers’ lives that our shrinking brands can become big again.

At a time when pockets are tight, the general alarm regarding economic decline has given rise to a number of concerns for new-age marketers. A slight edge, a propitious insight, can now make the difference between bankruptcy and billions. This has marketers across the nation scrambling to develop new strategies in a evolving media-scape that they don’t quite understand how to best use, in an effort to gain even an inch.

What marks this economic downturn as unusual are its unique recipients. The Millennials. This generation of brethren, brothas, bros, is the crème of the crop, the best ones yet. Larger (in number) than the Baby Boomers, more well-connected than Oprah, and smarter than you imagined young people could ever be, the Millennials are almost too cool to be true. Born from the early 80’s  to the late 90’s they grew up between the 1990s and 2000s.

This generation of technology-bred, media-soaked, and information-thirsty youth is a class apart, saving wildlife, going ultra-green, and rescuing underprivileged orphans in their spare time. They have not known an era without computers, cell phones or CD’s. They are “the empowered generation” that take information for granted, and make more demands upon what companies can and should offer. Unlike their Gen X predecessors who invented the term “reality bites” Millennials are idealistic and truly believe they can make a difference. continue reading “The Millenials have arrived”

This summer, I spent nine weeks as a creative services and new business development intern at the vox collective. I had hoped to intern at an agency this summer to find out more about what people in the different departments of an ad agency do on a day-to-day level, since I knew I was interested in advertising, but I wasn’t exactly positive as to whether creative would be a better fit for me than accounts would be, or whether new business development might turn out to be more fun for me than media would. I also wanted to get a feel for the culture, hours, and atmosphere at an agency. In the end, I found out about all of this and more. I learned an enormous amount about advertising and life at an agency, and also about myself.

As a creative intern, I had the opportunity to write copy for the Meet the Optimists campaign, and the chance to sit in on meetings and brainstorming sessions for projects involving clients like Verizon and Macy’s. I really enjoyed being a part of the kind of creative strategizing that goes on in meetings like this, and writing copy gave me a chance to hone my writing and editing skills. On the days that I helped the new business team, I learned how to effectively research companies, product categories, and consumer habits, and also how to prepare creative briefs and new business development briefs.

I also got to help with the planning and launch of the Mutli-influentials brand, and with the preparations for the Raul Higuera exhibition event, which were both really fun ways to learn about the kind of work that goes into a brand launch or a special event. In addition, I got to write for the vox collective blog (www.voxcollective.com/talk) about everything from fashion trends to the recession. Since I love writing, this was a great opprotunity for me.

But what I think impressed me the most was the culture at vox. Everyone I met was friendly, helpful, and encouraging, but nobody shied away from giving me assignments that stretched my abilities and showed me I was capable of things I never thought I would have been. I learned that voxers love to work extremely hard, but play hard too. They’re great collaborators and are truly enthusiastic about their work, whether it’s media management or account direction, so I got to intern in an inspiring atmosphere. And from traffic meetings to client meetings, life at the vox is not only fast-paced and purposeful, but it’s fun as well. I’m thrilled with the way my summer internship turned out, and very grateful to everyone at vox who made it possible and shared their knowledge and experience with me.

Written by Charlotte Blumenfeld

Quidditch. Hogwarts. Gryffindor. Even though you won’t find them in the Oxford English Dictionary, if you haven’t been living under a rock (or sequestering yourself from all entertainment media coverage) for the past decade, you probably know what these words refer to. The sport played by Harry Potter and his pals, the school they attend, and the house in which they reside all comprise integral parts of the storyline at the heart of one of the biggest print, motion picture, licensed merchandise, and web content media juggernauts in recent memory.  In fact, after reviewing worldwide box office returns, Warner Bros. announced in a 2007 press release that the Harry Potter film series had become the most successful movie franchise in history. When the sixth and latest installment of the film series hit theaters on July 17, the franchise raked in $58.2 million in North America alone within just the first twenty-four hours of its release. Harry Potter, with all its attendant sequels and products, has clearly achieved real cultural ubiquity in many regions of the globe—and the blockbuster financial returns to match. And its momentum doesn’t seem to be slowing down any time soon.

So what can marketing and media professionals learn from the runaway success of the latest Harry Potter film, and of the Harry Potter franchise more generally? Firstly, as the old adage goes, “if it ain’t broke, don’t fix it!” Although marketers should always be looking for ways to innovate and to deliver more value (or at least more perceived value) to the consumer, the franchise’s continuing profitability is living proof that once a brand name identifies itself as a strong presence in the marketplace, its essential character shouldn’t be tampered with. Just as Harry Potter content has been leveraged in multiple media channels, but has not been diluted or stretched too thin, so to speak, by being licensed for use on merchandise targeted to either the toddler market or the 65+ one, other brands shouldn’t try to be all things to all people. At the same time, throwing financial muscle (in the form of underwriting the costs of heavy promotion) behind a brand name that has shown itself to have natural appeal to consumers of both genders and a wide variety of age groups has been a savvy and lucrative decision for everyone involved in the Potter franchise. The same key strategy has worked extremely well for market leaders like Coca-cola and McDonald’s, and could prove to be a valuable approach for managers of smaller brands as well.

Written by Nicolas Pinto

Billy Mays, the famous commercial pitchman, most known for his role in the OxiClean commercials, passed away on June 28, 2009, at the age of 50. Mays began his career at mall shows and convention centers near Atlantic City. There he learned the tricks of the trade from other veteran pitchmen and practiced his talent until he got to the top and became the famous OxiClean yelling pitchmen. His breakthrough helped the Appel family and Orange Glo International into a $200 million powerhouse. This year, he teamed up with his long time friend Anthony Sullivan to start on a Discovery Channel show “Pitch Men” aimed to show the world the process of the products that start from ideas that everyday people have, to multimillion dollar products that reach every house hold in America. Billy Mays knew how to turn an idea into a powerful invention, and helped people make their dreams come true.

Famous commercials from Billy Mays:

http://www.youtube.com/watch?v=_NNv2oiWdRU

http://www.asseenontvvideo.com/Billy-Mays.html