I love my work! You get to learn about so many things! Yesterday at 3H I learned a lot about sea salt. In fact, we talked about it for an hour and a half. Which made my mouth water. So I had to go home and cook something with it. I made Mashed Potatoes with garlic and parsley and coarsely ground SEA SALT. YUM. I found a new culinary world to explore!
“In advertising, how old is too old?” that was a discussion that was posted in the Advertising Professional Discussion Group on Linkedin. Needless to say it was a hot topic. As you can imagine, all kinds of comments were fed back about experience, expertise, know-how and track record. All of these have merit and are relevant in how agencies should be measured. But these are superficial statements.
The same can be said for most industries. What truly sets the advertising industry apart is our ability to feel the pulse, to engage in the present and to be excited by the possibilities. No company wants to hire an agency that will go through the motions because “they’ve already done that” or “they’ve been there before”….those are tell tale signs. In advertising,
it’s not: “how old is too old?”… It’s: “how old would you be if you didn’t know how old you are?”
International functional beverage, food, vitamin and supplement store Liquid Nutrition has named 3H Communications as its branding and marketing agency. 3H started its assignment by redesigning the Liquid Nutrition website. The agency will also implement all of Liquid Nutrition’s: branding initiatives (in-store, consumer brochures, menu boards, point-of-sale), advertising (transit shelter campaign (currently in the Montreal Marketplace), couponing) and franchise initiatives (B2B advertising campaign (online and print) as well as all collateral).
Click here to view the article.
For effective pharmaceutical advertising you need to take off the lab coat. It might be intuitive to assume that regulation stomps creation, but structure can also be viewed as a firm jumping-off point. You need to colour within the guidelines.
There were two specific hurdles ahead of us at 3H when we partnered with global brand Johnson & Johnson to develop “Point it out”, a campaign for acne care product RETIN-A MICRO®: 1) Create a campaign that would speak to young adults while promoting a new OTC (over-the-counter) product, and 2) adhere to the strict guidelines of PAAB (Pharmaceutical Advertising Advisory Board).
This campaign also achieved duality, speaking with authority while welcoming the attention of the target (young adults) with its contemporary approach. Our creative had to be crisp and efficient, so we made every element informative – pairing strong headline messaging with a striking visual that instantly communicated the product’s benefits.
Use clear messaging; use bold creative.
Let’s face it.
Things have been challenging for print advertising. The rise of social media has made it apparent that online, mobile content gives clients more opportunities when trying to leverage sales.
The recession also didn’t help.
You’d think advertising budgets would go down, but is that really true?.
New trade ads show print media is investing in advertisements for advertisers – defining their readership in order to attract the right ones.
In the good old days, publications were the platform, period.
But according to Nielsen ratings, Canadian ads fell 21 per cent in the last year. And so print must respond, “We are worthy!”
Despite global cuts to ad funding, more and more publications have chosen to invest in their own in-house marketing departments and now ad revenue is climbing.
Media buyers and advertisers are selecting ad space with a critical eye and marshalling traffic for strategic placement.
The market is pressing reset, and largely distributed publications are launching these sophisticated marketing outfits in order to (re)define their readership and attract the right consumers.
The Globe and Mail’s Globe Media have launched a campaign that “gives a glimpse inside the lives of [Globe & Mail readers].” Oxygen magazine went so far as to label their ideal reader as the “O Generation,” creating a trade ad, which depicts a young, fashionable blond woman carrying an iPod™.
Savvy of their image, modern print media is strengthening their revenue backbone, turning the financial tables by controlling what they have, in the past, relied so heavily on.