When A Magazine Cover Is An Ad

When does a magazine cover actually become an ad?

Toronto Creative Director and the inspiring author behind the AdTeachings blog Suzanne Pope made a perfect observation:

A magazine’s cover is rightly conceived as the ad that will entice you to pick up the magazine and buy it. Nowhere has that aim been more bluntly expressed than in this classic 1973 cover for National Lampoon.

She is 100% spot on.

Think about every cover you have even seen or might need to design. The cover invites the reader to potentially stop and buy.

This cover caught my eye way back in 1973 as I made my way to the street car platform at the St Clair subway station in Toronto on my way to Northern Secondary High School. It spoke to me. It spoke to my sense of humor. It simply screamed "buy me or else".

After spending many a weekend listening to the National Lampoon Radio Hour from Buffalo, I was hooked and the magazine soon joined my families subscription list. Imagine what the mailman thought when they delivered National Geographic, Time, Newsweek, US News and World Report, MAD Magazine and National Lampoon to our house.

A couple years back a student of mine paid homage to this cover for our Creative Advertising Program at Seneca College when he helped create a series of posters stating "if you don't hire a Seneca Ad grad..." he also created a complete series referring to competing colleges with advertising programs... to bad we could never use them publicly (LOL):

Welcome Change. There's A New Agency in Town. It's Hoping To Kick Ass and Take Names.

Grad pride.

Amazing what I get to witness being part of the lives of young talented people on a regular basis. The future of advertising is in good hands.

Each fall I take a group of my students to New York Advertising Week. A couple of years ago we had the pleasure of being hosted by Scott Goodson of Strawberry Frog for a "meet and greet". Besides the opportunity to engage with one of the industry leaders the day turned into a day beyond inspiration. Scott asked each student introduce themselves and what discipline they saw as their niche. After presentation and Q&A session a simple question was dropped upon my crew by Scott, "with all the talent at the table, and each of your disciplines why not start your own agency?" Wow, start your own agency. Why not. A short 15 months later a group of those students in attendance took the led and did that. Born from a soft economy, abundant talent and passion Playground Digital was born. But that is just one story of well planned success.

A second group of talented young AdLanders have hung the shingle on the door and are planning to "switch" the thinking of advertising, communication and engagement.

Meet Switch. Welcome to Switch Advertising.

Recent grads Ryan Thomas, Stuart Chan and Neil Damania put their passion and vision behind their deep entrepreneurial skills to create a better advertising agency.  They started out as people who wanted to change and build things, not just for clients but to rock "communication culture". To make  clients' businesses better and more engaging. It's in their blood. These guys are all "culture vultures". They get the "new media", they are fueled by the power of "social media" and they want to help "switch" the minds of clients who don't understand the new power that is needed to build brand loyalties and switch the culture change needed to engage the "new" audiences living in a digital space.


To get things started they have launched their website last week and have collaborated with talented local artists to make a series of outrageous indie rock style posters, because between artists and indie rock bands, no one has to work harder to earn your attention. The site is a "social exercise" "something that could become a case study in itself. The site isn't designed as an info dump or sales pitch of services and talent, but a place to exchange insights, creativity and thinking.


I asked Stuart Chan, Operations & Branding Director, what was key to starting Switch, "We have the same passion as our clients. We wanted to own or work, our ideas, our sweat and our labor".  He added, "Creativity; there is a huge gap in knowledge and development in social spheres. About 80% of companies currently operating in this space have no real strategy or planned objectives to move forward with".

It became clear to the partners that there is a real problem in a cluttered media environment, especially when you need to communicate a single point. Stuart pointed out that being children of the wired generation, actually gives them a leg up on larger agencies. Simply put getting these kinds of "simpleminded" ideas to clients first means educating them on how technology can be used effectively and intelligently.

“This became clear after pitching at other, more traditional agencies; and we saw an opportunity to move on pace and in the same direction as the emerging social era. So we grabbed it and ran with it. There was never really any doubt” Stuart added.


When asked if there was a key "mission statement" of philosophy, the plan is to build the agency on three fundamentals; one, to create integrated work that involves consumers; two, we want to select clients that run a business we ethically and morally agree with and we do our damndest to really make them shine; and finally, they don’t just want our work to tell the story, we want our work to be the story – and in turn, have the consumer become the storyteller instead. In short: The best work possible, the best clients possible, the best results possible.

Ryan Thomas, Social & Digital Strategist added, “Honestly if you don't have those three things in this industry, it gets harder and harder to sleep at night".

When asked if they if this requires clients that are brave and willing to accept ideas that are nowhere near timid, and executions that span the three fastest growing sectors of advertising; Public Relations, Digital Development, and Social Marketing, Creative Director Neil Damania strongly believes, “we are an industry of ideas, and they should be able to live in all spaces; but if a concept or communication is not best utilized in these three mediums, it's often more expensive and less effective". 

So what's next for Switch now they are launched and poised to change the environment, the boys answered as one, "It's about choosing clients with similar vision, being prepared to scale, and leaving a global footprint. There’s no such thing as going home, only going big. We’re here to stay.

Bonne chance, keep the passion, change the world.

Welcome to Toronto ReThink. "Smackdown Challenge"... or How My Students Pulled an Attention Getting Stunt.

The Boomtown Rats echoed the universal cry of, "I Don't Like Mondays" back in 1979, but nothing could be further from the truth this past Monday (Monday April 5th, 2010) when my students pulled off a pretty cool and very successful stunt in welcoming Rethink Communications to Toronto.

Success can be measured in many ways, but when 50+ Seneca College Creative Advertising students gathered outside 110 Spadina Avenue, new home of Rethink Toronto, they welcomed us with open arms. We in turn provided some pretty awesome "branded" cupcakes, a makeshift "ping-pong" table (theirs had yet to arrive), paddles and even delivered a unique bouquet of "ping-pong" balls (designed and created by Dayla Ledger).

I planted a seed to my students with a simple challenge: "Let's get Rethink's attention, let them know we are the advertising program in Toronto, and we get it." I wanted them to prove they are not just advertising students, but "students of advertising."

Research lead the team of students to make note of a simple Rethink office "culture" item, which is their boardroom table. On the Rethink website they make it clear, "we don't have a fancy oak boardroom table. We have a ping-pong table instead. Partly, this is because ping-pong tables are much less expensive than fancy oak tables". From that simple nugget an idea was born by Dmitry Zelikman. He suggested that whatever we do, it should be based around the ping-pong insight/concept. The idea grew legs from a team of second semester students: Cory Woods, Adam Bercovici and John Kazakis. They mobilized a team of students to shoot the video and created posters to be posted outside their offices on lampposts and doorways.

Social media played the biggest role in the overall planning and execution of the stunt. First we created a video for YouTube. It was posted it, then sent it around to all the students within the program, posted it on everyone's Facebook page and then used Twitter. The students sent "Tweets" to @rethinknow, @rethinkTO, @ChrisStaplesVan, @pema and @drelebre with a link to the video and a message that referred to calling them out for a ping-pong "SmackDown" on the streets or in their office. The messaging was planned and timed to be done in unison, and it took off. Within hours, Rethink tweeted back, "GAME ON!"

We arrived at Rethink shortly before 8:30am, warming-up with an "impromptu" sidewalk game of ping-pong. We had planned for a full ping-pong table for the day but weather was working against us so we turned to "Plan B", bringing a simple folding table, took over the sidewalk and began with everyone taking their turn. Rallying back and forth over a net being held by classmates, keeping the ball from heading into oncoming traffic and letting passersby get on their work days, but not without a smile or laugh. I couldn't believe the enthusiasm and excitement, especially for a Monday morning.

Shortly after 9:00am, Dré Lebre was strolling down Spadina Avenue ready for his day at the new digs with Starbucks in hand, much to his surprise there we were. Stunned, smiling and almost speechless, he greeted us with a big smile and shook his head. Success! We not only got their attention, we followed through.

It was wonderful that the students had the opportunity to not only meet Dré Labre but also Pema Hegan. They invited us in sharing and congratulating us on our experience, talked a bit about the path of Rethink TO and even played some ping pong with us.

I often ask my students to accept a couple of simple concepts to success and that lives within them. I introduced them to a simple expression, 10 words, 2 letters each: "IF IT IS TO BE, IT IS UP TO ME." If you want something to happen, you control its success and control any failures. I ask them to always ask questions,  and I remind them that “what’s the worst that can happen or what's the worst thing that they can say?” You just never know what can or will happen unless you give it a shot.

By spending the morning at Rethink the students could see that there are really positive people in this business. They proved to themselves that anything can be done regardless of obstacles.

Thank you Rethink for letting us invade your office and we all hope it was just as exciting for you as much as it was for us putting together.

BTW, now that your "boardroom" table has arrived... when are you ready for that "SmackDown"?

More photos are available on my Facebook page and at Flickr Album.

YouTube - SmackDown Challenge Video

Celebrating The 250th "View From An AdGuy.

CLICK ON IMAGE TO VIEW 250th "A View From An AdGuy"

Amazing how quickly both time, inspiration, knowledge and the advertising industry fly.

I am about to post my 250th entry on this "blogspot" in little over 12 months, and most of what has been said here are often my personally rantings, sometimes the thoughts of industry leaders... but mostly just a place where we can gather and share our collective passion for advertising.
What got me started? My passion as an educator to offer my students ever opportunity to find information, to get inspired, to find their own passion. I was an early adapter to technology in the way I delivered information and today that continues.

I offer this site as extended learning outside the classroom and I compliment it with Twitter and Facebook. I gave an interview recently and was asked to describe how I use "social media" in my teaching. The answer was simple, "I offer my blog as place for the detailed learner who wants more, the details and additional links to expand the learning, I use Facebook for the learner to get the information they need delivered quickly and to offer an opportunity to add comment and create discussion and finally I use Twitter for those who have little time but want the basics". I am truly seeing the results in the way my future "AdLanders" are thinking, devouring information and creating their own connections to the industry.

It has been a gift to see the power of all of this.

All of this has also increased the profile of my creative advertising program at Seneca College in Toronto which I lead and coordinate. We have established many new relationships with the creative thinkers, industry leaders and even found that interest in the program has been expanded. The future is bright.

There are days when I have so much to say and others not enough time to keep up. When I started the process originally I promised to use my time wisely, but more importantly your time. I hope the valuable time you have spent here was a combination of useful learning, entertaining, motivating and inspiring.

I thank you for your time. I hope I have added to your passion and all things that make this such an exciting industry.

My 250th entry was a tough one to select in terms of content. Recently I posted an entry about David Ogilvy under the title of "Advertising Legends" (see link under my profile) and it was well received in terms of traffic and feedback. The interest in seeing and learning who are "pioneers" were is critical, so I will feature one of the true original "MadMen" Bill Bernbach.

Bill Bernbach was the reason I got into this crazy business. His Volkswagen ad titled "Funeral" was the one ad I give full credit for inspiring me to see my own creative potential. Later as I learned about the magic of Bernbach, from Volkswagen "Keeping Up With The Kremplers" to the McDonald's "Two All Beef Patties" to American Tourister to Alka Seltzer's "Mama Magadini's Meatballs" a commercial that was later named "World's Best Commercial". Once I was hocked and knee deep in the business I discovered we share the same birthday August 13th, and next year will celebrate his 100th birthday.

He left a great legacy and truly legendary work.

Molson Canadian - Gear Up for Gold

Gear up for Gold. (Clcik here to get yours)

Molson Canadian launched a pretty amazing Facebook app for the Vancouver Olympics asking that all Canadian show their pride and "Cheer on Team Canada" with their own Team Canada Vancouver 2010 Winter Games Ice Hockey jersey for your profile pic.

Pretty simple experience that after just a few days (launched Friday February 12th the opening of the Olympics) and within 24 hours over 16,000  unique users signed up and changed their Facebook profile pictures to included a customized Team Canada jersey plus over 2,200 became members of the Fan Site. User can place their name and select an number as they desire (mine includes my street address).

This app will be part of the Molson Facebook presence, the "Gear Up for Gold" app is part of the Molson Canadian branded fan page, in order to get the jersey you must become a fan of that page, which currently has over 48,740 fans, of which over 16,000 of them generated the jersey app. This promotion has a much more important purpose, simply to get people to be fans of the Molson fan page so the next time they do something they're already be fans. Data mining at its best.

Simple idea that adds to the hockey connection and love that Molsons has had for over 50 years. Molson also has a dedicated hockey site for updates, events and engagement called Molson Hockey House.

Creative was developed by former Seneca College Creatie Advertising students (my shameless program plug) Creative Director was Aaron Starkman who was also recently named Chief Creative Officier at zig, Copywriter Neil Blewett, Art Director Spencer Black along with zig writer Scott Macgregor and designer Dylan Royal.

zig is a member of the MDC Partners group of agencies along with Crispin Porter + Bogusky, Adrenalina, Allard + Johnson, Targetcom and others.

Canada, lets see if we can get 2,000,000 supporters... that's likely the number of people who claim to have been at the gold medal game when we win.

Follow this link if you want to add your "Gear Up for Gold" love for Team Canada: 

http://apps.facebook.com/gearupforgold/

Seneca College Creative Advertising Gets Featured in Metro Daily

Today the Creative Advertising program got featured in the Toronto edition of the Metro Daily.

We have worked hard to make this program a leader in creative and strategic planning of advertising communication. Along the way we have added many a great alumni to the industry in Canada and around the world.

I thank my colleagues and the students enough for their endless support and passion that make my job as a professor and the leadership I bring to the program everyday.

I was asked in the interview what is the one thing I need to deliver in the program everyday. The answer is simple... PASSION!

Earlier in the year I did a similar interview with Scott Goodson of StrawberryFrog NYC for his blog and I invite you to see more on how Seneca Creative Advertising truly "Changes" the rules of advertising education.

Click here to view the Metro article

Planet In Focus Film Festival Campaign and Seneca College Creative Advertising

This week The Planet in Focus Film Festival opened here in Toronto for their 10th year and I am proud of the involvement of my full-time students of the Seneca College Creative Advertising Program and a personal project I have been involved in for the establishment of advertising education at the high school level.

The Planet in Focus International Environmental Film and Video Festival is Canada's preeminent festival of its kind and for ten years has championed the growth and development of environmental cinema. For ten years the festival has positioned itself as a creative and cultural leader in the of international environmental film festivals. For ten years audiences have celebrated and experienced the environmental works of Canadian and international filmmakers.

Back in the the early spring Cundari Advertising of Toronto gave my program at Seneca College a chance to create campaigns for Planet in Focus (PIF) and Slava Vodka from "real and live" creative strategy/briefs, a vision I felt was and is missing form most advertising education. The result, "real world" experience and opportunity. To date these relationships with Cundari, DueNorth, Taxi, zig, DraftFCB, and DDB Toronto have given the students the experience of development, execution and presentation to these agency partners and often the clients. In addition, students on the winning team have received internships and other opportunities.

This spring, the students put a great deal of hard work into the Planet in Focus case as many had a personal passion on the subject of teh environment. One group of students known as BGE (Best Group Ever) wowed Cundari and the PIF enough to land the job. I was proud of all the teams presenting, but even more so for this team now that their all of their hard work has been realized into a full campaign launch to the public.

If you are in and around the Greater Toronto Area this week, you will see these ads for the Planet in Focus Film Festival it was developed by the students of an advertising program that puts the students into the industry on real terms. I congratulate these Seneca Creative Advertising alumni with much respect to Slava Yedlin, Christine Porto, Victoria Morozova, Francesco Fiore, Steven Tran, Cole and Keely Powell for a great campaign and for earning the opportunity to make "power" moves straight out of college.

In addition to my great pride in the students from my program, I have been honoured to assist and mentor Diana Prior a high school teacher in Brampton (a suburb of Toronto) who developed the first "Creative Advertising" at the high school level. Ms. Prior has had a difficult "sell" to the local board of education and now I believe has the proof of the value and development of student skills in this area. After Cundari offered the brief for Planet in Focus to my college program students
I took a pared down version of the brief to Ms. Prior's class at St. Margarite D'Youville Catholic Hogh School. The result, PIF gave a team of students summer internships to develop materials and expand upon a commercial a team of students developed for their presentation. The result, high school students filmed, developed and launched the "official" trailer message for the 2009 festival.

View Planet In Focus Film Festival Official Trailer

The high school program is entering its third year this spring, the results have been better students entering the various college advertising programs at Humber College, Ontario College of Art  and Design, Sheridan College and currently I have 6 students in my program who are showing the passion needed for success.

Amazing the future of our industry has many young talents heading its way.