Ux lessons from evil ad men
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Slides from a talk I gave at UXCamp Ottawa. Been fun. More to come.
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Ux lessons from evil ad men
- 1. UX lessons from evil ad men
- 5. Ad agencies come to UX from the wrong place ad agencies are evil from the core and ruin everything they touch Ad agencies fuck clients over and fuck employees over We can’t change ad agencies from within so let’s not even try
- 6. Strong points. Useless argument.
- 7. “...I also find ad agencies to be instructive, because it’s one of those situations where the best thing to do is pretty much the opposite of how they practice.”
- 8. Calgary,2010 Unfortunately, passion isn’t enough to win an argument and I couldn’t 9ind a single lesson at the time. And that’s how that ended.
- 13. The rules: 1. Nothing newer than the early 90s 2. No Apple and Nike allowed 3. A story bigger than the ad itself 4. An undeniable impact
- 14. Lesson 1: Right beats easy.
- 23. “In 1965 they were designing touchpoints before anyone knew what touchpoints were.”
- 25. There’s a lesson here
- 27. Lesson 2: Trust trumps truth.
- 35. “Between 1972 and 1984, Perdue sales doubled every 2 years.”
- 36. “Who are you calling a chicken?”
- 37. There’s a lesson here
- 42. Jerry Della Femina is crazy
- 43. Q: How do you sell cat food?
- 46. 30+ years. 81 versions. Built Meow-‐Mix brand. Most loved cat-‐food ad ever. Crazy?
- 47. Q: How do you market a car brand?
- 50. 5 years. Record sales. Free PR. Family Guy referenced it. Old Spice Guy was inspired by it. Crazy?
- 51. There’s a lesson here
- 53. Lesson 4: Hate it? Change it.
- 62. Within 6 years, the percentage of women colouring their hair rose from 7% to 40%
- 63. Over the next decade the market grew from $25 million $250 million and Clairol owned it
- 64. “Dear Clairol, Thank you for changing my life. My boyfriend, Harold, and I were keeping company for five years but he never wanted to set a date. This made me very nervous. I am twenty-‐eight and my mother kept saying soon it would be too late for me. Then, I saw a Clairol ad in the subway. I decided to take a chance and dyed my hair blond, and that is how I am in Bermuda now on my honeymoon with Harold.”
- 66. There’s a lesson here
- 67. Change culture by Change culture by changing attitudes changing behaviors
- 68. A good argument?
- 69. “...I also find ad agencies to be instructive, because it’s one of those situations where the best thing to do is pretty much the opposite of how they practice.”
- 70. 1. Right over easy. 2. Trust trumps truth. 3. Crazy works. 4. Hate it? Change it.
- 71. Let’s argue! @shaidelson
Hinweis der Redaktion
- \n
- 1. I love arguments. \n2. bring the best. passion. emotion. \n3. invigorating. stimulating. better ideas. better results.\n4. Not all. right ones are. \n\n
- 1. ux community loves arguments. \n2. 70% of all UX related tweets...\n3. Good. everyone agrees, community is dead. \n4. lifeblood of community. when we argue we learn. \n5. many arguments. some more heated than others. \n
- 1. very heated argument\n2. hates ux work. hates agencies.\n3. everyone talked about this. \n4. raised many points. \n5. in the interest of time, paraphrase the key ones.\n\n\n
- strong points indeed. \n\n
- 1. Strong points. entertaining. mostly useless. \n2. was he right or wrong. \n3. we learned nothing. \n4. one sentence had something \n\n\n
- 1. what not to do\n2. good argument. \n3. learn from. \n4. is he right?\n\n
- 1. over lunch. \n 2. he agreed. I disagreed. \n3. passion isn’t enough. no lessons\n\n\n
- 1. 2012. \n2. 100% in adland...\n3. did digging. lots. not new.\n\n
- 1. old school.\n2. campaigns were big\n3. people were bigger\n\n
- 1. right or wrong. they did it.\n2. politically correct was incorrect. \n\n
- 1. advertising wasn’t a thing. \n2. It was THE THING\n\n
- 1. narrow the field.\n2. Four points:\n3. So there you have it. \n
- \n
- 1. Born1928 in Youngstown OH. attended drama school in NYC. \n2. copy for DDB. After 7 years in DDB, left to Jack Tinker\n3. 1967 started Wells Rich Greene. \n4. 1968 public. 1st female CEO in publicly traded company\n5. glass ceiling made of cement. \n6. no one could tell her what she could or could not do. \n\n\n
- 1. had a part in many\n2. But the one I want to talk about is this. \n\n\n
- 1. Braniff airlines 1965. meh\n2. we’ll give her some credit. \n3. ad came last. didn’t take long\n4. they were busy\n\n\n
- 1. Busy with this. \n2. They helped come up with ideas for the planes exterior colors. \n
- 1. and they helped design the interior\n
- 1. did this. \n2. Not the ad, the uniforms. \n
- oh and the gate area.\n
- 1. ticketing. \n2. terminals, silverware, the meals, \n3. flight attendents talked and walked. \n4. missed nothing\n
- 1. saw something. \n2. She saw that all airlines looked the same, sounded, the same, and felt the same. \n3. people needed to get excited. let’s get them excited. \n4. So they got them excited with an experience.\n5. Only then did they worry about the ads. \n\n
- 1. 1965 worrying about every single touchpoint?\n2. not what usually do. what needs to be done. \n3. wan’t easy. ad agency. \n4. No one could tell her what she could or could not do. \n5. She brought people. \n6. She was a risk taker. did whatever she thought solved the problem. \n
- 1. comfortable with our stuff.\n2. ecomm. support. \n3. fix usability. \n4. if you wanna go crazy you build a mobile app.\n\n\n
- 1. good at digital stuff. \n2. everything looks digital\n3. everyone says do digital.\n4. you can forget about that. \n5. go upstream. what’s right not what’s easy. . \n
- \n
- 1. man. born in 1938 in chicago\n2. At 15 Ed flipping cars like Skodas and Lloyds. \n3. don’t educate. get trust. \n4. they connect. data isn’t needed. he was good at that.\n\n\n
- 1. automotive needs trust. \n2. volvo is hard safety. \n3. let’s talk tender. \n\n
- 1. chicken \n2. Frank Purdue knows chicken\n3. generic market. wanted more $\n4. in 1971 he came to Ed.\n5. chicken is chicken\n6. the only way was to sell frank. \n\n\n
- 4. in 1971 he came to Ed.\n5. chicken is chicken\n6. the only way was to sell frank. \n\n\n
- 1. made sense. \n2. looks like a chicken\n3. There was just 1 problem. insult him. \n4. hard? not if you’re Ed McCabe.\n\n\n\n
- Nuggest anyone?\n\n
- 1. one of the best. \n2. 12 years. awards. \n
- 1. results\n\n
- 1. not informative. \n2. not the most entertaining. \n3. people trusted frank. frank trusted ed. \n\n\n\n
- 1. We love logic and data\n2. we love facts\n3. we know how to justify nitty griddy\n4. We know we’re right\n5. we have science\n\n
- 1. trust don’t need data\n2. if don’t trust, data is useless\n3. no one will believe it\n4. it they trust they’ll follow us anywhere.\n5. Even if we called them a chicken. \n\n
- Lesson 3 is from a mad man\n
- 1. not this guy\n2. our guy inspired it\n3. I mean literally a mad man\n\n
- 1. Jerry Delafamina. 1936 brooklyn. poor\n2. no education 22 jobs before the age of 20. wise guy. fun with clothes on.\n3. no education, he talked, wrote, and looked like a wise guy. \n4. delivery boy. climbed up. agency. crazy. \n\n\n
- 1. people call him crazy. \n2. still crazy after all... exhibition at 1 club\n3. many classics. I want 2\n\n\n\n
- question: \n\n
- 1. product benefits. rational \n2. address owners. emotional\n3. have fun but it’s these 2. \n4. what about annoy the hell out. \n5. crazy?\n
- 1. product benefits. rational \n2. address owners. emotional\n3. have fun but it’s these 2. \n4. what about annoy the hell out. \n5. crazy?\n
- \n
- 1. made no sense\n2. worked. \n3. another one.\n
- 1. competitive and cluttered market\n2. exeryone is advertising like crazy\n3. oh and you have cars from a dead brand. \n4. no one knows it\n5. no one cares about it\n\n\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- 1. sexy women\n2. great features\n3. safe\n4. deal\n5. great performance\n5. let er rip \n6. how about lying to people?\n\n
- \n
- 1. made no sense.\n2. worked. \n
- 1. best practices\n2. principles\n3. books. \n4. experience\n5. stick to our guns. \n6. different makes no sense. it’s crazy\n\n\n
- 1. throw away the playbook\n2. be crazy.\n3. do what doesn’t make sense\n4. it could mean you’ll be great. \n4. just ask jerry\n\n
- last lesson.\n
- 1. Shirley Polykoff. Brooklyn 1908. Jewish russian. \n2. 3 daughters. wanted american dream. change who you are. \n3. climb up soical. for her it was blond at 15. \n4. campbells at 12. \n5. FCB at 47. it was 1955\n\n\n
- mad men\nnot open to women\n\n
- \n\n
- even less open to 47 year old jewish russian women\n\n
- 1. Clairol perfect fit. \n2. the product was great \n3. no market for it. \n4. hairdressers were doing it\n5. bigger problem. It’s a social problem\n\n
- 1. fast women. post depression\n3. fantasy but not to meet your mother\n3. shirley hated that. \n4. women had the right\n5. mother in law case\n6. she did this\n\n\n\n
- \n
- the girl next door. \n\nchanged everything\n\n
- more women dying\n\n
- more sales\n
- 1. beyond that...\n2. the letter sent. \n3. women had the right. blonds. executives etc. \n4. be whoever they want\n\n\n
- 1. Shirly Polykoff the outsider\n2. changed culture\n3. did the letter\n4. change needs help\n\n\n
- never a better time.\nwe have problems in society.\n
- we can change behavior\nwe need to change culture like shirly. \nhere’s how. \nwe’re making progress.\nhate something. change something\n\n
- In summary.\n
- I think peter posed an interesting question\n\n
- I think we have some clear answers\n\n
- now let’s argue about that.\n