sempl 18: victor croitoru

The story our stories

( … )should you be expectingthe magic solution today,

this might not be it

But here are a few moments from our journey

we acknowledged that

things have changed.

good news for the media people

their architect role just became clearer…

it was no longer about the excel guys optimizing placement

for 2,364 TV spots/week

but about building stories that work

understand brand values vs.

category occasions

exploit the social tensions

dramatize, instigate

and we got even bolder.

we realized we have to go forCAMPAIGNS PEOPLE WANT TO TALK ABOUT.

MAKE SURE THAT OUR AUDIENCES ARE ENTERTAINED, INTRIGUED, CURIOUS.

so our campaigns didn’t look at optimizing GRPs and impressions first…

…but searched for opportunities to make people chase the brand

… made teens connect to the brand at a higher level

… trolled trending topics

… and hijacked big names when having little money

Most importantly, made our stories produce earned media

Just remember

We are not fancy painters, we are architects. We need to design a plan, this is probably what most clients are expecting from us. If they are not, let’s surprise them!

And it is increasingly our role to make sure that our audiences are entertained, intrigued, curious

SPECIAL THANKS

to our cool shiny CLIENTS who took steps into the unknown to bring back unexpected results and recognition; our McCann creative colleagues, lead by Botzi, for involving us early in discovering new grounds of results oriented creativity; our indulgent MEDIA PARTNERS for allowing us to break some of the rules in our quest for buzz and response, our PR team, for helping us harvest the recognition

28