Lorenzo Bennassar Blog

A true ReBrief for the advertising industry

Posted by in Brand Communication / Creativity and R&D

Some years ago I was honored to give a short class on briefings, although I am far from being a master in this subject. But a few things stayed over the years from being briefed so many times. And I can say for sure, the new Google experiment is a real lesson in humility for the advertising industry. To celebrate the 18th anniversary of the digital advertising, ReBrief rethinks some of the most iconic cases in advertising history (Coca-Cola, Avis, Volvo and Alka-Seltzer) and offers solutions to them with the…read more

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Barcode or QR code?

Posted by in Brand Communication / Creativity and R&D

Of course, barcodes have been among us for sometime now, sticking in each and every one of all market products. But in the recent battle for including these codes in the brand communication work (which is what drives this blog), there were some good application examples for one and the other. Nevertheless, it seams none of them will do. And it was kind of predictable (if I may say so) that between augmented reality and smartphone apps someone was going to come up with interaction between a object (an ad…read more

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Brands and www (what, when and where)

Posted by in Brand Communication / Creativity and R&D

Just a couple of days ago I read a post by César García and José Manuel Ruiz de Clavijo on BOB raising once again an interesting matter: “What happens online with the brand’s timeline?” In other words, what about the need of a brand to reach certain people on a certain time to get a certain message trough? Next week I’m flying to Brasil to meet with a few advertising creatives in Sao Paulo and somehow I think I will have to answer this question many times. So I thought…read more

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Who cares about politics?

Posted by in Brand Communication / Creativity and R&D

Truth being told, politicians themselves are working hard to make people hate politics. By action or omission. However in July 2010 I had the pleasure to meet Juan Ignacio Zoido, now brand new Mayor of Seville. The pleasure to meet him because after our first meeting I realized he was a serious professional concerned about trying to do things the right way. Not a bad start. Our profiles were certainly different, but he had the patience to listen at least until I told him that wether he knew it or…read more

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What to do while waiting for the subway

Posted by in Brand Communication / Creativity and R&D

I’ve been pointing at the wonders and possibilities of social networks like Stickybits for some time now, and presenting them, among other things, to clients like Sony or Pepe Jeans London. Now it’s the time to share a wonderful example of a brand that has used it and in a great way: Tesco, Home Plus in South Corea. It would have probably been much easier to do it with conventional barcodes, but however… congratulations. [youtube https://www.youtube.com/watch?v=nJVoYsBym88&w=1280&h=540&rel=0] Que hacer mientras llega el metro Llevo tiempo apuntando las posibilidades de redes sociales…read more

This is about.me, and you and all of us.

Posted by in Brand Communication / Creativity and R&D

2011/05/11. Since 4 or 5 years ago what appears on the signature of my emails or on the last business cards I had is something like this: “more contact details at: lorenzobennassar.com/contact.” In fact it’s been a while that I insist in trying, with those companies that I collaborate with, to avoid those endless email signatures that are often larger in size than the message you want to convey. It is a kind of personal crusade to also avoid those unbearable emails with copy of a copy of a copy…read more

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How smart is Google’s algorithm?

Posted by in Brand Communication / Creativity and R&D

Once again, a TED conference in Long Beach, California, comes to remind us that we should never stop questioning things. Even Google or Facebook’s brilliant algorithm. During the Technology Entertainment and Design conference, Eli Pariser, former executive director of moveon.org called our attention on how these mathematic functions are based on our usage habits, our tastes and other information from our behaviour standards… to give answers to our questions. The Google algorithm, for example, considers 57 different elements in catering the information he believes that we seek. That’s why there…read more

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The banner ad is dead, and I’ve been the one to kill it.

Posted by in Brand Communication / Creativity and R&D

A few days ago I read from the very respected César García, founder of BOB, a post about banner ads as advertising media, with which I agree on the expectations. He was sharing his lack of trust in this form of communication that he considers totally out of date because of many reasons that I think we all agree with (even many of those that still use it). And he brought with joy (that I also share) research conclusions like the fact that in 2009 only 16% of users clicked…read more

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To be continued

Posted by in Brand Communication / Creativity and R&D

On November 2nd 2010 I was invited to participate in a nice initiative to benefit several organ transplant associations: “To be continued“. An poster expo which briefing was “to use the communication power of posters as an instrument to fight for life, conveying to society a message of life, hope and solidarity in relation to organ transplants…”. As always, one doesn’t finish something like this, you abandon it when you reach the mechanicals deadline. For those of you who will have to walk by the Avenida de la Constitución in…read more

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We transfer, yes we do.

Posted by in Brand Communication / Creativity and R&D

That’s a good starting point, wetransfer.com. Already the name sounds pretty good. It’s not me, or you, it’s us. And indeed we do transfer now adays. Until now we were able to do it for free via services like yousendit, but… we were asked to sign up or use a pay-per-use mode which wasn´t that great anyway, and no matter what we were forced to sufer banners and/or a horrible design. Until now. A dutch company (and we know dutch have always been good at transportating things) has made it…read more

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