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ADVERTISING
 LITERACY
ADVERTISING
 LITERACY
10.10.11     Capstone AdFed Meeting




           Dr. Glenn Griffin
ADVERTISING LITERACY - Capstone AdFed
How BIG is
this business?
How BIG is
 this business?
some stats and facts on advertising and agencies
$474 billion
$474 billion
  global advertising spending in 2010
$474 billion
  global advertising spending in 2010




$131.1 billion
$474 billion
  global advertising spending in 2010




$131.1 billion
   U.S. advertising spending in 2010
agencies
ADVERTISING LITERACY - Capstone AdFed
Six “global holding
companies” control
     most of the
 advertising world.
ADVERTISING LITERACY - Capstone AdFed
Omnicom         WPP            Interpublic
New York, NY    London, UK     New York, NY




Publicis        Dentsu         Havas
Paris, France   Tokyo, Japan   Suresnes, France
Omnicom                             WPP            Interpublic
New York, NY                        London, UK     New York, NY

   SOME AGENCY BRANDS:
   BBDO DDB TBWA
   Goodby, Silverstein & Partners

   SOME WORK:
   Got Milk?, Apple, AT&T




Publicis                            Dentsu         Havas
Paris, France                       Tokyo, Japan   Suresnes, France
Omnicom                             WPP                                 Interpublic
New York, NY                        London, UK                          New York, NY

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:
   BBDO DDB TBWA                      Ogilvy & Mather
   Goodby, Silverstein & Partners     Young & Rubicam
                                      JWT
   SOME WORK:
   Got Milk?, Apple, AT&T             SOME WORK:
                                      Dove “Campaign for Real Beauty”
                                      Heineken



Publicis                            Dentsu                              Havas
Paris, France                       Tokyo, Japan                        Suresnes, France
Omnicom                             WPP                                 Interpublic
New York, NY                        London, UK                          New York, NY

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:                 SOME AGENCY BRANDS:
   BBDO DDB TBWA                      Ogilvy & Mather                     Carmichael Lynch R/GA Gotham
   Goodby, Silverstein & Partners     Young & Rubicam                     The Martin Agency Hill Holliday
                                      JWT
   SOME WORK:                                                             SOME WORK:
   Got Milk?, Apple, AT&T             SOME WORK:                          ,
                                                                          Wal-Mart, Harley Davidson, Verizon,
                                      Dove “Campaign for Real Beauty”     Dunkin’ Donuts, Bank of America
                                      Heineken



Publicis                            Dentsu                              Havas
Paris, France                       Tokyo, Japan                        Suresnes, France
Omnicom                             WPP                                 Interpublic
New York, NY                        London, UK                          New York, NY

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:                 SOME AGENCY BRANDS:
   BBDO DDB TBWA                      Ogilvy & Mather                     Carmichael Lynch R/GA Gotham
   Goodby, Silverstein & Partners     Young & Rubicam                     The Martin Agency Hill Holliday
                                      JWT
   SOME WORK:                                                             SOME WORK:
   Got Milk?, Apple, AT&T             SOME WORK:                          ,
                                                                          Wal-Mart, Harley Davidson, Verizon,
                                      Dove “Campaign for Real Beauty”     Dunkin’ Donuts, Bank of America
                                      Heineken



Publicis                            Dentsu                              Havas
Paris, France                       Tokyo, Japan                        Suresnes, France

   SOME AGENCY BRANDS:
   Publicis USA Leo Burnett
   Saatchi & Saatchi BBH
   Fallon Worldwide

   SOME WORK:
   AXE, McDonald’s, PBS, Sony
Omnicom                             WPP                                 Interpublic
New York, NY                        London, UK                          New York, NY

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:                 SOME AGENCY BRANDS:
   BBDO DDB TBWA                      Ogilvy & Mather                     Carmichael Lynch R/GA Gotham
   Goodby, Silverstein & Partners     Young & Rubicam                     The Martin Agency Hill Holliday
                                      JWT
   SOME WORK:                                                             SOME WORK:
   Got Milk?, Apple, AT&T             SOME WORK:                          ,
                                                                          Wal-Mart, Harley Davidson, Verizon,
                                      Dove “Campaign for Real Beauty”     Dunkin’ Donuts, Bank of America
                                      Heineken



Publicis                            Dentsu                              Havas
Paris, France                       Tokyo, Japan                        Suresnes, France

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:
   Publicis USA Leo Burnett           Dentsu mcgarrybowen
   Saatchi & Saatchi BBH              Firstborn ATTIK
   Fallon Worldwide
                                      SOME WORK:
   SOME WORK:                         Chase, Sears, Scion
   AXE, McDonald’s, PBS, Sony
Omnicom                             WPP                                 Interpublic
New York, NY                        London, UK                          New York, NY

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:                 SOME AGENCY BRANDS:
   BBDO DDB TBWA                      Ogilvy & Mather                     Carmichael Lynch R/GA Gotham
   Goodby, Silverstein & Partners     Young & Rubicam                     The Martin Agency Hill Holliday
                                      JWT
   SOME WORK:                                                             SOME WORK:
   Got Milk?, Apple, AT&T             SOME WORK:                          ,
                                                                          Wal-Mart, Harley Davidson, Verizon,
                                      Dove “Campaign for Real Beauty”     Dunkin’ Donuts, Bank of America
                                      Heineken



Publicis                            Dentsu                              Havas
Paris, France                       Tokyo, Japan                        Suresnes, France

   SOME AGENCY BRANDS:                SOME AGENCY BRANDS:                  SOME AGENCY BRANDS:
   Publicis USA Leo Burnett           Dentsu mcgarrybowen                  Arnold Worldwide   EURO RSCG
   Saatchi & Saatchi BBH              Firstborn ATTIK
   Fallon Worldwide
                                      SOME WORK:                           SOME WORK:
   SOME WORK:                         Chase, Sears, Scion                  Volkswagen “Drivers Wanted”
   AXE, McDonald’s, PBS, Sony                                              Altoids “Curiously Strong Mints”
                                                                           Progressive “Flo”
DIGITAL / SOCIAL
DIGITAL / SOCIAL

MULTICULTURAL
DIGITAL / SOCIAL

  MULTICULTURAL

CONTENT / STRATEGY
How do I
get a job?
How do I
     get a job?
advertising is not accounting (thank God).
network
network
ADVERTISING LITERACY - Capstone AdFed
@ wgriffin
lists: @wgriffin/students-must-follow
@ Steffan1
 #BAMAadday Keynote Speaker Steffan Postaer




@ janetkestin
 #BAMAadday Guest Speaker Janet Kestin



@ nancyvonk
 #BAMAadday Guest Speaker Nancy Vonk



@ mcannova
 #BAMAadday Guest Speaker Michael Cannova
Alive and
legendary.
Alive and
legendary.
 ad names you should know and follow
ADVERTISING LITERACY - Capstone AdFed
Lee Clow
                       1942-1999

Chairman and Chief Creative Officer,
                  TBWAWorldwide
ADVERTISING LITERACY - Capstone AdFed
Alex
Bogusky
1963-1999

Founder, The FearLess Cottage / COMMON
Former Co-Principal, Crispin Porter + Bogusky
Former Chief Insurgent Officer, MDC Partners
ADVERTISING LITERACY - Capstone AdFed
Janet Kestin & Nancy Vonk
                                                                           1999
Co-Founders - SWIM, Toronto • Former Co-Chief Creative Officers - Ogilvy Toronto
ADVERTISING LITERACY - Capstone AdFed
David Kennedy
& Dan Wieden
1999
Co-Founders - Wieden+Kennedy, Portland, OR
Dead but
definitive.
Dead but
definitive.
 ad names you should know and follow
ADVERTISING LITERACY - Capstone AdFed
David Ogilvy
                          1911-1999

    Co-Founder, Ogilvy & Mather

      Writer (known for fact-based, long copy)

           Author, Ogilvy on Advertising and
          Confessions of an Advertising Man
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
Bill Bernbach
1911-1982

Co-Founder, Doyle Dayne Bernbach (DDB)
Wrote headlines and handed them off to another writer
to add “the little words.”

He literally started in the mail room.

“He elevated advertising to a high art and our jobs to a profession.”
- Helmut Krone, AD at DDB
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
July 18, 1977   O&M AGENCY MEMORANDUM:

“For many years you heard me inveigh against ‘entertainment’ in TV
commercials and ‘cleverness’ in print advertising.  When the advertising world
went on a ‘creative’ binge in the late 1960s, I denounced award winners as
lunatics...
 
“Then, two years ago, you began to receive memos from me, complaining that too
much of our output was stodgy and dull...
 
“I woke up to the fact that the majority of our campaigns, while impeccable as to
positioning and promise, contained no big idea.  They were too dull to penetrate
the filter which consumers erect to protect themselves against the daily deluge of
advertising.  Too dull to be remembered.  Too dull to build a brand image.  Too
dull to sell.  (‘You cannot bore people into buying your product.’)
 
“I want all our offices to create campaigns that are second to none in positioning,
promise – and brilliant ideas...”

- David Ogilvy
 
What should
  I read?
What should
  I read?
 a reading list for the plugged-in
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
the top work in graphic
                   design, advertising,
                   illustration, photography
www.commarts.com   and interactive design

                   FIVE ANNUALS

                   ADVERTISING ANNUAL :
                   DECEMBER

                   ALL PROFESSIONAL WORK
new and outstanding print/
                         TV campaigns from around
                         the world

                         interviews with the best
www.luerzersarchive.us   international creatives

                         INTERNATIONAL WORK

                         THE “EDGIER” STUFF

                         PROFESSIONAL + STUDENT
                         WORK
where aspiring creatives
                  showcase their talents
                  to industry - rolling
                  competition juried by
www.cmykmag.com   professionals

                  FOUR CATEGORIES:
                  ADVERTISING, DESIGN,
                  PHOTOGRAPHY,
                  ILLUSTRATION

                  ALL STUDENT WORK
What can I win?
What can I win?
the most important creative awards in advertising
ADVERTISING LITERACY - Capstone AdFed
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”



                1920
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”



                1920
                                                              t h e   c a n n e s    i n t e r n a t i o n a l
                                                            a d v e r t i s i n g   f e s t i v a l   “ l i o n s ”



                                                                          1954
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”



                1920
                                                                 t h e   c a n n e s    i n t e r n a t i o n a l
                                                             a d v e r t i s i n g     f e s t i v a l   “ l i o n s ”



                                                                            1954
                                               t h e   c l i o   a w a r d s



                                                 1959
ADVERTISING LITERACY - Capstone AdFed
t h e    a d v e r t i s i n g   c l u b
o f     n e w   y o r k   “ A N D Y s ”



        1964
t h e   a m e r i c a n
                                           a d v e r t i s i n g   f e d e r a t i o n
                                                         “ A D D Y s ”


t h e
o f
         a d v e r t i s i n g
        n e w   y o r k
                                 c l u b
                          “ A N D Y s ”
                                                    1968
        1964
t h e   a m e r i c a n
                                                                   a d v e r t i s i n g   f e d e r a t i o n
                                                                                   “ A D D Y s ”


t h e
o f
         a d v e r t i s i n g
        n e w   y o r k
                                 c l u b
                          “ A N D Y s ”
                                                                             1968
        1964

                                              t h e    o n e   c l u b   f o r
                                           a r t   &   c o p y   “ p e n c i l ”



                                                   1975
Most Award-Winning U.S.
Advertising Agencies 2010

 1. Wieden+Kennedy - Por tland, OR
 2 . B B D O - N e w Yo r k , N Y
 3 . Yo u n g & R u b i c a m - N e w Yo r k
 4. TBWAChiatDay - Los Angeles, CA
 5. Goodby, Silver stein & Par tner s - San Francisco, CA
 6 . T h e M a r t i n A g e n c y - R i c h m o n d , VA
Responsibility.
Responsibility.
How to do this job and sleep well at night.
“All of us who professionally use the
mass media are shapers of society.
We can vulgarize that society. We
can brutalize it. Or, we can help lift
it onto a higher level.”
- Bill Bernbach
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
passion
ADVERTISING LITERACY - Capstone AdFed

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ADVERTISING LITERACY - Capstone AdFed

  • 2. ADVERTISING LITERACY 10.10.11 Capstone AdFed Meeting Dr. Glenn Griffin
  • 4. How BIG is this business?
  • 5. How BIG is this business? some stats and facts on advertising and agencies
  • 7. $474 billion global advertising spending in 2010
  • 8. $474 billion global advertising spending in 2010 $131.1 billion
  • 9. $474 billion global advertising spending in 2010 $131.1 billion U.S. advertising spending in 2010
  • 12. Six “global holding companies” control most of the advertising world.
  • 14. Omnicom WPP Interpublic New York, NY London, UK New York, NY Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France
  • 15. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: BBDO DDB TBWA Goodby, Silverstein & Partners SOME WORK: Got Milk?, Apple, AT&T Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France
  • 16. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Goodby, Silverstein & Partners Young & Rubicam JWT SOME WORK: Got Milk?, Apple, AT&T SOME WORK: Dove “Campaign for Real Beauty” Heineken Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France
  • 17. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America Heineken Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France
  • 18. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America Heineken Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: Publicis USA Leo Burnett Saatchi & Saatchi BBH Fallon Worldwide SOME WORK: AXE, McDonald’s, PBS, Sony
  • 19. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America Heineken Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: Chase, Sears, Scion AXE, McDonald’s, PBS, Sony
  • 20. Omnicom WPP Interpublic New York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America Heineken Publicis Dentsu Havas Paris, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Arnold Worldwide EURO RSCG Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: SOME WORK: Chase, Sears, Scion Volkswagen “Drivers Wanted” AXE, McDonald’s, PBS, Sony Altoids “Curiously Strong Mints” Progressive “Flo”
  • 23. DIGITAL / SOCIAL MULTICULTURAL CONTENT / STRATEGY
  • 24. How do I get a job?
  • 25. How do I get a job? advertising is not accounting (thank God).
  • 30. @ Steffan1 #BAMAadday Keynote Speaker Steffan Postaer @ janetkestin #BAMAadday Guest Speaker Janet Kestin @ nancyvonk #BAMAadday Guest Speaker Nancy Vonk @ mcannova #BAMAadday Guest Speaker Michael Cannova
  • 32. Alive and legendary. ad names you should know and follow
  • 34. Lee Clow 1942-1999 Chairman and Chief Creative Officer, TBWAWorldwide
  • 36. Alex Bogusky 1963-1999 Founder, The FearLess Cottage / COMMON Former Co-Principal, Crispin Porter + Bogusky Former Chief Insurgent Officer, MDC Partners
  • 38. Janet Kestin & Nancy Vonk 1999 Co-Founders - SWIM, Toronto • Former Co-Chief Creative Officers - Ogilvy Toronto
  • 40. David Kennedy & Dan Wieden 1999 Co-Founders - Wieden+Kennedy, Portland, OR
  • 42. Dead but definitive. ad names you should know and follow
  • 44. David Ogilvy 1911-1999 Co-Founder, Ogilvy & Mather Writer (known for fact-based, long copy) Author, Ogilvy on Advertising and Confessions of an Advertising Man
  • 47. Bill Bernbach 1911-1982 Co-Founder, Doyle Dayne Bernbach (DDB) Wrote headlines and handed them off to another writer to add “the little words.” He literally started in the mail room. “He elevated advertising to a high art and our jobs to a profession.” - Helmut Krone, AD at DDB
  • 52. July 18, 1977 O&M AGENCY MEMORANDUM: “For many years you heard me inveigh against ‘entertainment’ in TV commercials and ‘cleverness’ in print advertising.  When the advertising world went on a ‘creative’ binge in the late 1960s, I denounced award winners as lunatics...   “Then, two years ago, you began to receive memos from me, complaining that too much of our output was stodgy and dull...   “I woke up to the fact that the majority of our campaigns, while impeccable as to positioning and promise, contained no big idea.  They were too dull to penetrate the filter which consumers erect to protect themselves against the daily deluge of advertising.  Too dull to be remembered.  Too dull to build a brand image.  Too dull to sell.  (‘You cannot bore people into buying your product.’)   “I want all our offices to create campaigns that are second to none in positioning, promise – and brilliant ideas...” - David Ogilvy  
  • 53. What should I read?
  • 54. What should I read? a reading list for the plugged-in
  • 58. the top work in graphic design, advertising, illustration, photography www.commarts.com and interactive design FIVE ANNUALS ADVERTISING ANNUAL : DECEMBER ALL PROFESSIONAL WORK
  • 59. new and outstanding print/ TV campaigns from around the world interviews with the best www.luerzersarchive.us international creatives INTERNATIONAL WORK THE “EDGIER” STUFF PROFESSIONAL + STUDENT WORK
  • 60. where aspiring creatives showcase their talents to industry - rolling competition juried by www.cmykmag.com professionals FOUR CATEGORIES: ADVERTISING, DESIGN, PHOTOGRAPHY, ILLUSTRATION ALL STUDENT WORK
  • 61. What can I win?
  • 62. What can I win? the most important creative awards in advertising
  • 64. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920
  • 65. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954
  • 66. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954 t h e c l i o a w a r d s 1959
  • 68. t h e a d v e r t i s i n g c l u b o f n e w y o r k “ A N D Y s ” 1964
  • 69. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ” t h e o f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964
  • 70. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ” t h e o f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964 t h e o n e c l u b f o r a r t & c o p y “ p e n c i l ” 1975
  • 71. Most Award-Winning U.S. Advertising Agencies 2010 1. Wieden+Kennedy - Por tland, OR 2 . B B D O - N e w Yo r k , N Y 3 . Yo u n g & R u b i c a m - N e w Yo r k 4. TBWAChiatDay - Los Angeles, CA 5. Goodby, Silver stein & Par tner s - San Francisco, CA 6 . T h e M a r t i n A g e n c y - R i c h m o n d , VA
  • 73. Responsibility. How to do this job and sleep well at night.
  • 74. “All of us who professionally use the mass media are shapers of society. We can vulgarize that society. We can brutalize it. Or, we can help lift it onto a higher level.” - Bill Bernbach

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