2018…it’s going to be a bit of a giggle

Here’s Mark Ritson’s take on the Big Seven in 2018. Or “BS in 2018” for short, which appeared in this week’s Marketing Week daily digest.

Here at Blak Labs HQ, we had a very serious session digesting all that Prof Ritson has to say. And we’d like to know what you think.
Better still, if you’re searching for answers for how your marketing should deliver in 2018, then please get in touch. With 5 creative partners, Blak Labs is the only Singapore creative agency that provides clients with Creative Counsel, delivered with Creative Care.  If you would like to know more, then drop us a line here

We’re 100% independent and conflict-free.

 

 

LinkedIn. Where you can meet yourself.

A few months ago, I tried to sign in to LinkedIn from my iPhone. I must’ve used the wrong email to sign in and ended up creating an entirely new account.

Here’s the result. LinkedIn introducing me to the person I know better than anyone: myself.

Of course, this is just one if the issues that we face in the age of AI and algorithms. There are many more – including thinking that machines will ever fully replace us.

Yes, machines can take the donkey work over, with our blessings. But there’s much to be said for the human touch.

Now I just need to figure out how to remove my doppelgänger. Watch this space.

Spot the difference

Here’s a print idea created way back in the early 90’s at DMB&B for client Burger King.

As you can see, it’s a tongue-in-cheek topical piece we created on the day of the fire at Burger King Robinson Road to apologize for the restaurant closure. The premise was simple. While we know our loyal fans love our flame grilled flavours, occasionally we burn the food…

The client loved it. Too bad they didn’t have the money to run it. Nor did the agency.

Fast forward to today and here’s the same tongue in cheek approach using a series of fires at Burger King restaurants around the world to celebrate the chain’s heritage and point of difference.

BS_ItalyIt’s just picked up the Cannes Gold Lion in Print.

BK_BS_Oregon_Creativity01

What separates them?

BKburnout

Not the theme or the sentiment. Both use humour to celebrate Burger King’s flame grilled flavours. To create an opportunity. To tell their story.

The answer is 26 years.

Fran Luckin, Chief Creative Officer, Grey, South Africa and Print & Publishing Lions judge said DAVID’s Grand Prix-winning campaign was “playful, authentic, and (had) a sense of being a little more edgy. Embrace your imperfection. It was brave and young, created in a social media age.”

Which just goes to show that there’s no such thing as a new idea.

Just new ways to say it with more reach. Chapeau to Burger King and the David team for making it happen.

Top dogs wanted. Patience rewarded.

The Blak Labs Grad Challenge is back! So fetch your 5 best pieces of work and send them to talktous@blaklabs.com before end of June 1, 2017.

If your book gets our tails wagging, then you could be the top dog that wins an 8 week internship at Singapore’s leading independent creative agency.

We can’t promise it will be a walk in the park. But hey, you gotta start somewhere!

 

 

Up for your first real brief?

The Blak Labs Grad Challenge continues in 2017. If you’re a recent NAFA Graduate, we’re throwing you a bone. The chance to win an 8 week internship in one of Singapore’s leading independent creative agencies. Fetch your 5 best pieces of work and submit them to: talktous@blaklabs.com before end of day June 1, 2017.

 

Think you’ve got the right pedigree?

It’s that time of year when the young pups from NAFA come out to play. And following the success of last year’s challenge from BlakLabs, we’ve got another internship up for grabs for the Graduating Class of 2017.

To sniff out the most talented individuals,  we at Blak Labs, are offering an 8-week placement for one top dog.

The challenge highlights the dogged mentality needed to succeed in advertising, requiring graduates to submit 5 pieces of their best work to prove they have the bite to thrive in this dog-eat-dog business.

Although aimed at NAFA graduates, this challenge is open to anyone looking for a place to sit, stay and play.

Send 5 pieces of your best work to talktous@blaklabs.com by 1st June 2017.

Waning Influence

The web has empowered so many individuals in so many different ways. And now the social web has truly exploded that potential.

YouTubers, Instagrammers, Facebookers and all sorts of other-ers (including the Chinese We Chatters and Weibo-ers) have sprung up everywhere. They appear in your feed like uninvited guests occasionally. And while their posts are pretty inoffensive, here at Blak Labs, we think clients are wasting their money paying for their influence.

A few recent examples.

The first, a humorous take down by Aaron Wong, suggests better ways for influencers to earn airmiles – that’s his thing. You can read it here.

The second? We’ve observed that influencers who post about how much they love travelling with a particular credit card tend to drop followers per brand post.

Posts either side of these endorsements have at least 3K likes or more and numerous comments. The brand-related posts lose at least 2k followers.

Last but not least – the fashionable instagrammer. Again, a store signs on a bunch of influencers to lend some sparkle to their charity shopping event. Among them, one very fashionable instagrammer who shall remain nameless.

Thing is, beyond the two posts about said charity event and an appearance in one paid-for promo piece, there was no ‘real love’ for the client, nor evidence of actual brand loyalty. And again, the posts for this brand fared less well than others.

Followers see through these thinly veiled endorsements and IMHO, each goes against the grain of ‘authenticity’ that these influencers purport to offer. And while like celebrities, we have to marvel at their ability to be “famous for being famous”, we find ourselves wondering what credibility do they offer?

And when you know that certain influencers receive huge payouts for a single tweet or post (up to US$100k or more), then this form of endorsement just looks even more ridiculous.

Because in the blink of an eye, they’ll stick something else up to get more thumbs up. And your post will disappear down their feed into social oblivion. #justsayin