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?”
So here it is after much creative soul searching and research, meet the new 3H, purple and titanium… the new platinum reflective of our heritage, expertise in classic and new media. You’ve heard it from me before. Brand is a Living Organism. Our 3H brand is no exception. In 1988 when we launched our 3H logo in purple and mustard… In the midst of burgundy and blue…purple, bold and original, stood apart. Adding a dash of mustard to our purple provided us with flair and easy recall. But colour isn’t a logo (I’ve said that before, too!). Our marketing approach to mandates and to our clients was unique, and that has made 3H a brand.
When one of the team suggested (thanks Gloria!), it was time to make a change, to instill new energy from within to change the perspective from the outside looking in… we asked the question why? The answer was resoundingly clear. It was time to evolve our brand so that the total scope of services we provide clients was at the forefront. I invite you meet us at 3h.ca and if you have the time, would love to here your comments on our Hoopla blog.
A worthy commodity product can become a household name… with a personality!
Changing consumer’s perception of a “commodity” type product takes long term vision and dedication. It also takes a superior product, offering a perceived commodity, a distinctive edge and a consistent delivery of promise… and USP.
In the Spring of 2010, “Ya gotta get the good one!” [link to video] once again rang out of television sets across Canada.
The commercial was the newest wave from a successful campaign started a few years ago with Windsor Salt to promote their home water softener System Saver. (more…)
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.