Tuesday, May 21

Adweek - The Invention Issue


I have to say that I generally read Adweek cover to cover ... it's the weekly handbook of what's going on in marketing.  I love the breadth of stories it covers across all parts of marketing.

This week's issue (May 13, 2013) ... The Invention Issue ... is particularly inspiring because it features not only the 2013 Clio entries, but also the winners of Adweek's own awards program called Project Isaac, which recognizes supreme creativity and innovation (or rather "invention" as teh magazine likes to say).

I always say that "marketing is a spectator sport," and this issue proves the point because it is loaded with examples that we can all learn from.  Oreo's "Dunk in the Dark," Glad's "Trash Bag Tents," and Budweiser's "Fan Brew" made with "local water," just to name a few.

Coca-Cola also gets a Clio Icon award this year from being, well, iconic all these years.

But my biggest surprise was an insert from HP ... who did a false cover for the magazine and then tipped in a small brochure.  To my naked eye I caught a little surprise:  the front and back cover of the brochure was completely customized to me!

The Starbucks cup had "J.J." written on the side of it.  The Pantone book had a note that said "Please return to J. Joseph."  There was also a Post-it note on the side of the computer screen that said, "This looks good Jim!"  And to top it off, my business card said, "Jim Joseph, Creative Genius."  All so subtly done, yet I still noticed!

Brilliant, customized, engaging ... and I've told everyone I know about it, including this blog.  I'm sure that was what the brand was looking for!

When you get a second, check out Adweek this week ... and get inspired!

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

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