World war

The economy is growing and companies are in search of new employees who can help to realize this growth. The thickness of the weekly Jobat and Vacature combined with the cry for help by several branches of industry make it clear: the ‘war for talent’ rages fiercely.

It’s clear that traditional formulas no longer function now that the ‘war for talent’ is starting to turn into a ‘world war’.

Read all about it in this week’s column.

Adland's Hall of Shame

Zorra, the forum that keeps a critical view on role patterns in advertising, has recently opened an exhibition on Second Life. In ‘Gender& Advertising’, one can see good and bad examples of the last 10 years. Earlier this month, Campaign, published an article titled ‘Adland’s Hall of Shame’. Is the advertising sector adapting itself to our times?

Read more about it in this week's column.

After Levi's

Two weeks ago, we wrote about the gay and hetero advertising of Levi's.

Now, I show you a new ad for the holebi federation made by VVL BBDO.

King and Princess

Last week the 30th birthday of the death of Elvis Presley was celebrated and next week, it will be 10 years ago that Princess Diana unfortunately deceased in a car accident in Paris. Both personalities have only a few things in common, however they are both strong archetypes. Brands also strive to act upon one archetype, especially niche brands. But, is this still a valid strategy in times where the consumer has multiple personalities?
Read all about it in this weeks' column.

Pink pants

Diversity is part of our society, but do brands already act upon it? Check out Levi's, who has made 2 versions of their latest 501 commercial, one with a homo and one with a heterosexual ending.

See the commercials below and read all about it in this week's column.

Heterosexual version



Gay version

Inspiration

Vacation is a time to relax and let go of business as usual. But it is also a time where you can take some time to get inspired. During my summer holidays, I've read some very interesting literature from Mario Vargas Llosa, Koen Peeters and Dimitri Verhulst. Read my thoughts on these 3 books in this week's column.

Lookback

Vacation is starting for most of us, so time to look back! That is what IPA (Institute of Practitioners in Advertising) did. They analyzed all effectiveness winners of the last 25 years. What are key lessons? Read all about it in this week's column.

Live Earth

The summer of 2007 will be bookmarked as the summer of Live Earth. Last Saturday, former vice-president of the USA, Al Gore, organised concerts in all continents to make the world more conscious about the climate change.
Kevin Wall, co-organiser and founder of SOS, Save Our Selves, stated: 'We have got to talk and make the whole world listen'. However, sceptics feel consciousness or attitude isn't the problem, but behaviour is. Who's right? Read all about it in this week's column.

Playground Werchter

Last weekend Rock Werchter announced the official start of the summer. The music was great and even the weather wasn't too bad. What makes that a simple grassland turns into an exciting playground for 80 000 people 4 days long? Seems like social is cool again. Read all about it in this week's column.

Conscience

Last week Cannes welcomed the 54st International Advertising Festival. Seems like 2007 will go into history as the year that advertising found a conscience. Amongst winners, we see a lot of 'advertising with a message'. Think about Dove, Nike, Coca-Cola, Nedbank (see earlier post below) or the Belgian film winner from Zijkant. See the movies below en read all about it in this week's column.

Cannes Grand Prix in Film category is ...

"Evolution" from Dove, made by O&M Toronto (see movie below)

3 Grand Prix in Cyber category

The Cyber contest awarded 3 Grand Prix for online advertising, viral and websites. Best website went to "Heidies", Diesel's spoof takeover of its site by two girls who supposedly hold a Diesel exec hostage. Other winners are Nike Plus and Evolution of Dove, which you can see below.

Cannes Grand Prix Winner Outdoor

BBDO Johannesburg and Nedbank with an inventive and useful use of outdoor

Cannes Grand Prix Winner Press

This year's winner in press category goes to Tide campaign made by Saatchi&Saatchi NY.

Here come the Chinese!

Prince Filip and Princess Mathilde are currently visiting China, together with some 250 representatives of Belgian companies, 3 ministers and more than 30 journalists. China has been a potential growth market for Western companies for years, but the inverse movement is also happening now. We see Chinese or Eastern companies entering our market. Most recent examples are the Indian airline company Jet Airways and the Chinese car brand Brilliance. Remarkably, these companies no longer limit themselves to the bottom of the market, but try to position themselves in the middle or top range. Read all about it in this week's column.

Pirates

The newest 'Pirates of the Carribean' is thé movie hit of the moment. In this third movie, we meet again with Will Turner, Elizabeth Swann and Jack Sparrow. How come the movie is such as success? Why do pirates appeal to our imagination? Not only on the big screen, pirates are hot. Also in the brand landscape, we see interesting pirates! Think about Apple and Virgin or Skype. What is their common denominator? Read all about it in this week's column.

Worlwide advertising code to be born soon

During a conference of the World Federation of Advertisers top advertising, media and marketing people agreed to write down an international and worldwide advertising code. Objective is to stimulate 'responsible marketing'. Amongst the proposals are a more transparent and faster handling of complaints, and a practice of honest and responsible advertising in all aspects of marketing communications.

Fair and honest

The new trendbook MOOD 07 made by Trendslator describes 7 core values: taste, feel, care, share, stay, heal and trust. Common factor between the different values is a decreasing need for the safe and known,and an increasing urge for honest, conscious and open interaction with ourselves, each other and the environment. Softer and more feminin values will become more important, feel good and fair are key! Care, connect and share are other important proverbs of our time. Read more about it on Trendslator .

Sgt. Peppers

One of the best known symbols of the Swinging Sixties and the Summer of Love, the yellow smiley, already celebrates its 40th birthday! This smiley know covers the new book of Mark Elchardus and Wendy Smits, "Het grootste geluk". The book tries to figure out how happy Belgians are and what influences our state of happiness. One important finding is that the more we experience time pressure, the less happy we are. Also, people living together or married, are more happy than others. Social integration and social contacts continu to make us happy, today just like 40 years ago!

Read all about it in this week's column.

Time for Diversity

Co-branding is a well-known marketing technique. The first co-branding dated from 1960. Today, a surprising co-branding takes place in the UK. McDonald's puts Innocent-smoothies in its Happy Meals. Will both brands gain from this collaboration? Research suggests that positive associations between both brands will be exchanged, while negative aspects don’t affect the other partner. Seems like a good recipe for a successful marriage!

Read all about it in this week's column.