Wieden and Kennedy Essay Example for Free

Wieden and Kennedy Essay Chapter 1: The agency and how it fits within the context of the industry W+K Inc. is an independent, full service, creatively driven advertising agency based in Portland, Oregon. W+K was founded by Dan Wieden and David Kennedy in 1998. Upon working together, the duo recognized great similarities in their advertising philosophies and nurtured a strong business relationship that led them into creating their own advertising agency. Since the establishment of W+K on April 1st, 1982, the company has grown to become one of the world’s leading creative agencies with offices in the United States (Portland and New York), Amsterdam, London, Sao Paulo, Tokyo, Shanghai and Delhi. W+K has been built around the founders’ common tendency to break from the status quo advertising with intention of creating a firm and solid relationship between their clients and their customers. The business structure was formed around the ambition to provide an environment where employees would be able to produce their best work, and in turn offer a diversity of talent unparalleled by any other agency. Till this day the company continues to acknowledge and give credit to its staff for the agency’s superb creative reputation, as its shows below of some of their most prestigious and prized awards that have allowed them to propel the agency and therefore becoming a tough competitor to compete with, within the industry. Few factors that sets them apart from their competitors, are show below: The picture on the left shows â€Å"the 2012 Creativity awards report†. You can clearly see that the most successful creativity agency is W+K, Winning the Best Creative director of 2012, the best campaign along with best advertising agency in the world, compared to some of their competitors such as ServicePlan Munich, BBH and BETC EURO RSCG. Furthermore to prove why they are the top competitor within the industry; they’ve recently been voted by ‘ADWEEK’ the â€Å"Agency of the year† and from the picture on the left you can see some of the many awards they’ve won due to their innovative and creative work. What makes W+K so successful compared to other competitors, is arguably a result of the companys arcane understanding of current trends and, as of more recently, digital media such as ‘Social networking’ websites. The agency has latched onto the idea of making advertisements for its major clients that go the distance. For example, More recent success for the agency can be found in their current Old Spice campaign titled, ‘The Man Your Man Could Smell Like,’ which recently won the 2010 Primetime Emmy Award for Outstanding Commercial. This campaign featured former professional football player Isaiah Mustafa to rebrand your grandfathers cologne into a modern mega-b rand beloved by young and middle-aged men alike. Isaiahs swagger and strange but enticing acting captivated the country by means of the agencys knowledge of the digital marketing. The campaign generated more than 94 million views for the brands YouTube spots, over 90,000 additional Twitter followers, and up to 675,000 Facebook fans. Another reason for W+K success is down to the co-founder and global president Dan Wieden attributes that creative consistency to building a culture that’s â€Å"just more fun than you can believe and harder than hell. That generates ideas, great enthusiasm and new ways of looking at old issues.† They hire some of the most talented people from around the world, where they are trained by experienced ad gurus and moulded around the agencies goals, to ensure they come up with the most innovative, unique and outstanding advertising campaigns for their clients. Although they can come-up with the most unique and the most creative ideas; but what they do better than anyone else, according to Ian Armstrong- Honda, is that they: â€Å"Truly ‘understand’ who we are as a client, to a point where they feel more like long-standing Honda employees than an agency. It is wonderful to see them truly immersing themselves in our business, even if that does mean racing cars around the track most of the time!’ – This is the main reason why W+K stands out from the crowd as they have a strong desire to protect the truth in communicating the brand values and objectives, whilst keeping a unique voice in a crowded market. W+K uniqueness in the industry, their success and the reason why they’re the top competitors, can be seen below through the eyes of their clients: Chapter 2: The different roles within the agency: The process of creating a TV ad for Honda The first stage of the process starts when the Client calls and asks to arrange a meeting with the Account management of W+K. The account management of W+K are responsible for getting their clients messages across the public and they act as the main point of contact between the agency and the client. More importantly, Account management will ensure that project are completed on time, and within budget, whilst ensuring they create a sociable and friendly relationship with the clients. The strategic planner will than consult work with the client, to discover what the real business problem is that they’re trying to solve. The planner would also find and draw conclusions from factors such as the consumer wants, needs , behaviours, that are then conducted through exhaustive market research and testing. For example the strategic planner of W+K was given a brief from Honda which was to: With this in mind, the strategic planners must incorporate research from focus groups, survey’s, questionnaires, in order to aid them, in development of the overall advertising strategy. From their in-depth research on Honda they discovered that: Based on the research shown above the planner than concludes by detailing how the goals will be achieved. When the communication brief is created, it would outline and instruct the W+K creative team on where they need to advertise, who they need to be targeting and the message that they want to send. The communication brief states: With the needs understood, the strategic planners of W+K would then travel to the headquarters of Honda, in japan in order to gain insight to what this car manufacturing company is all about and also to help them generate a marketing strategy. With strategy in place and the client’s approval of the strategy, the next step of the process would be providing down all these valuable information about Honda to the creative directors and designers of W+K. Tony Davidson: Executive Creative directorKim Papworth: Executive creative director The main roles of creative directors within W+K, are to be responsible for the overall supervision of the agencies creative products, meaning they will be monitoring progress, discussing ideas and suggesting changes. The directors will than arrange a meeting, where they would be presenting the client’s needs and wants to the design directors and then pass down through to junior designers, in order for them to generate some creative ideas. The creative minds of W+K were than able to turn the â€Å"The power of dreams† and â€Å"telling the truth about Honda† marketing strategy into cleverly thought out campaign called â€Å"Hate something, Change something†. The overall Honda communications strategy is about simply getting the truths of Honda out there. This strategy led them into discovering an interesting truth; the diesel engine from the company that hated diesel engines. During the two years that W+K having been working with Honda, sales have consistently beaten industry expectations and brand tracking has been incredibly satisfying. Thanks to creative minds of W+K, Honda beat brands like Ford, VW, Renault and Toyota. Honda’s voice is now in the public domain, and they’re starting to mean more than small, dull, reliable cars. Most of this was down to a fantastic client and agency team and some inspired creative thinking. But I believe the new ways they’ve invented to integrate strategic and creative thinking made a significant contribution to their success. Chapter 3: The agencies clients and case study of a client and campaign of your choice with critical analysis According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency W+K and a group of Nike employees. Launched in August of 1988, Nikes â€Å"Just Do It† tagline was conceived by W+K. â€Å"Just Do It† is without a doubt one of the most Powerful lines in marketing, which Dan Wieden credits the inspiration for his â€Å"Just Do It† slogan to Gary Gilmores last word, â€Å"Let’s Do it†. â€Å"After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, â€Å"Just Do It† slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997.† —Jolie Soloman â€Å"When Nike Goes Cold† Newsweek, March 30, 1998 From the above source you can see that before the creation of the â€Å"Just Do It† Campaign, Nike was losing ground to Reebok and other competitors, therefore something had to be done to get them back on track. With the help of W+K and its â€Å"Just Do it† Campaign and Nike’s strong products, they were able to increase its share of the domestic sport-shoe business from 18 % to 43 %, from $877 million in worldwide sales to $9.2 billion in the t en years between 1988 and 1998. Thanks to the creative mind of W+K Nike were able to gain a stronger brand to expand their market share, command higher prices and generate more revenue than its competitors. The main message behind this campaign is to get everyone urgently too loose weight by either: running miles, joining a sports team and basically not being lazy and being productive in their lives. What Just Do it, means is that they want you to ‘Just do it!’ don’t think twice and don’t have second thoughts start exercising!. The main success of the â€Å"Just Do It† campaign was the timing, when Nike was able to tap into the fitness craze of the 1980’s, by releasing a tough, take-no prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes. They propelled their campaigns by endorsing celebrities such as Michael Jordan, who is considered the best basketball player of his time. Nike were than able to cleverly use the success of Michael Jordan, to create a whole new line of Nike apparel coined, â€Å"Air-Jordan†, which persuaded the customers into believing that his shoes were performance enhancers. In their TV advertisements with the basketball star, there were several instances where at the end of the ad, they concluded, â€Å"It must be the shoes† that makes his success. Along with Jordan’s rise to fame, Nike was able to tap into the spot light. Where ever Jordan succeeded, Nike was close behind offering the swoosh and the healthy saying of â€Å"Just do it.† Celebrity endorsement also helped to forge a relationship with the consumers, whilst also appealing to their sense of belonging and â€Å"hipness†. Nike went on to become a self-fulfilling image prophecy: meaning if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike. The â€Å"Just Do It† campaign was able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting. Perhaps most importantly, even those who were not in fact exercising in Nikes (the vast majority) still wanted to own them. By focusing on the aura and image conveyed by the fitness culture, Nike was able to attract those who wanted the image without incurring the pain. Chapter 4: The agency as a Brand and rational for why it fits to you as brand The company’s personality, culture, and style resonate greatly with me; it’s about thinking outside the box, forgetting the rules, and bringing out the best in its team. ‘Thinking outside the box’ is one thing that I try to apply in life, as it allows me to think differently to others, see things from different prospective and not being afraid to try something that seems different. From the in-depth research that I’ve completed, there is a little doubt remaining that W+K has proven itself continuously throughout the past three decades as a leader and bar setting agency in the advertising world across the globe. W+K attention to detail and their commitment to hiring only the best employees comes through strongly in their work. While modern marketing expects an understanding of digital media and popular culture, to truly push the boundaries of what is achievable, a deeper current understanding is needed. As an agency, its collective critical eye into the vortex of technology, commercial art, and all types of media gives Wieden + Kennedy the advantage of foresight into campaign ideas that otherwise would go undiscovered by their competitors. Bibliography/reference Berry, Matt. Making of Honda Diesel Ad. Http://wklondon.com. N.p., 12 Oct. 2009. Web. 13 Dec. 2012. http://wklondon.com/general/about/further-reading/Making-of-the-Honda-Diesel-ad.pdf. Daniel Seijo , (2006), http://www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream [ONLINE]. Available at: http://www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream [Accessed 13 December 12]. Ed Cotton, (2010), Goodby talks to weiden and kennedy [ONLINE]. Available at:

Ben Franklin :: essays research papers

Throughout history icons emerge in each era that define that time, men who define the thinking, technology, culture, religion, and every other aspect of that time period. From the time of ancient Greece which possessed such prodigies as Socrates, and Aristotle men who were not only brilliant philosophers but also historians, mathematicians, and astronomers. To the Revolutionary period of America, which held such courageous enlightened men such as Thomas Jefferson, Thomas Paine, and Benjamin Franklin. Men who greatly helped shape America’s independence. A man who stands out among these names is â€Å" The First American†, Benjamin Franklin who goes beyond being simply an icon of America’s conquest for freedom, but is truly an American hero. Benjamin Franklin’s heroism exists in his numerous achievements in politics, his scientific inventions, and his accomplishment of truly being â€Å"The First American†. Franklin’s contributions to the world of inventions, and science prove his ideal heroism. Some of Franklin’s contributions include his improvements on Franklin’s stove, he invented the Pennsylvania fireplace, which retained and dispersed heat evenly in a room. Franklin shaped perhaps the first idea of electricity; he also helped improved city’s pavements, street lighting, sanitations, fire companies, and police. These are a small amount of Franklin’s more material accomplishments, but they are also some of his strongest. Franklin is considered an American hero because although he was a politician, he felt the need to go above and beyond his regular duties. Franklin strived for perfection and had a strong to desire to help his fellow man. Whether it was improving the quality of his community by looking at such common aspects like city pavement, or street lights, or by making a large technological breakthrough and creating something like the musical a rmonica. Although Ben Franklin’s heroism was never symbolized in any battle, it was largely seen with his constant attempts in the world of science and innovation. Benjamin Franklin used an expressed his high level of intelligence for others to learn and prosper from him. Although Franklin’s use and discoveries in science and innovation are well-rounded accomplishments, he is most credited for his actions in political office. Benjamin Franklin’s ethical right mind helped shape our nation today. Franklin believed that America had to separate itself from its control under Great Britain. Perhaps Franklin’s most heroic act is the work he contributed to help make America the free nation it is today.

Intensive Mothering

Other writers, like Sharon Hays, mount descriptions of American mothering that implicitly criticize some of the facets of attachment parenting. After reading these authors' pieces alongside the work of attachment parenting proponents Like Lauren Lindsey Porter, William and Martha Sears, and Katie Allison Grange, do you believe that the critics' condemnation of attachment parenting Is fair? Does AP place undue demands on women? Why or why not? Questions to Ponder: Is attachment parenting synonymous with â€Å"intensive mothering? † Why or why not?Do you think attachment parenting always entails the type of parenting the authors criticize, or might aspects of attachment parenting in fact work against â€Å"intensive mothering? Is the rise of attachment parenting to blame for the stressful nature of motherhood in contemporary American society, or are other social structures at fault (e. G. Lack of maternity/family leave, lack of subsidized public childcare options, etc. )? Are t he practices AP promotes (co-sleeping, breastfeeding, and barreling, for example) problematic? Are they Incompatible with paid work?How does social class Influence the practice of attachment parenting, and do the authors myopically focus on the middle/upper-middle classes? Why do you think attachment parenting has been targeted as an object of criticism? Note that I do not expect you to answer all of these questions; I'm including them merely to give you a sense of some of the directions you might take with your Format and Specifications: In an approximately 4-5 page (1200-1500 word) paper, make a claim about whether or not you believe the critique of AP levied by the critics Is a fair and reasonable one, and why.The why Is as Important If not more Important than the stance Itself, and should play a part in your actual claim, so that your claim is not merely â€Å"the critique Your claim should be clear yet robust, and contestable, and you should draw on at east 2-3 of our in-class readings (note that you may use the Accredited and Blades and Rowe-Finickier readings on paid work and mothering as well) to support it. You should also cite at least one source that we have not read together as a class (more on that later), for a minimum of 3-4 sources.All of the papers you write for this class should adhere to MEAL guidelines both for citations (which will be parenthetical) and for the works cited page. You need not include works Vive given you to read for this course in your works cited page, but you should always put any outside sources that you cite on your works cited page. Please refer to your syllabus for specifications on margins, font, font size, and word count! Outside Sources: The following links might prove to be useful in learning more about the theory and practice of attachment parenting, and may lead you to other sources as well.I will generally accept any of the information on these sites as credible sources on attachment parenting as it is perceiv ed by its adherents. Www. Disenfranchisements. Org (official website of Attachment Parenting International Group) www. Wisped. Org (note that I don't normally encourage the use of Wisped for academic research, but TTS entry on AP is actually quite accurate and helpful; also contains links to other sites) www. Saddlers. Com (more from William Sears) www. Gastrointestinal]u. Com (this is Grange's blob; you can also link too list of her essays and articles from here) www. Naturalistic. Mom (the site on which the Porter reading appears; explores AP from a â€Å"Natural Family Living† perspective) www. Mothering. Com (website for â€Å"Mothering† magazine, an AP/NFG publication; contains numerous articles and hosts the largest discussion board on the web regarding attachment parenting issues) If you have questions or concerns about a source you intend to use, and whether it is reliable, feel free to ask me my opinion. You will have more time and opportunity to refine your u se of outside sources during the revision stage, but you should make a reasonable attempt to flesh out your evidence in this draft.Rhea Shawnee English Paper I-Draft Parenthood can often be extremely overwhelming and demanding. Putting aside your entire life and giving up everything to satisfy the needs of your baby is not an easy or poses a huge responsibility on parents. In my opinion, the critiques condemnation of attachment parenting is not fair. I believe that the concept of attachment is reasonable and infant necessary for infants to develop into skilled, independent and mature individuals who share a strong emotional bond with their parents.First and foremost, it is essential to know what Attachment parenting is all about? It is ‘an approach of raising children who are well connected to their parents rather than a strict set of rules. ‘A common misconception that people have is considering intensive mothering to be a synonym for attachment parenting. Intensive mot hering is based on the idea of completely sacrificing your needs and desires and devoting our life to your child or in other words letting your child dictate your life.Most of the articles such as DRP. Laurel's neighborhood focuses on the extreme extent people go to in order to raise their child in the â€Å"perfect† way. The author in a rather sarcastic tone aims to make the readers realize that even in the sass's and ass's parents raised babies who turned out to be Just fine without the concern that they aren't spending enough time with their kids and needing to demonstrate in countless ways each and everyday that you really, really love your child'.It lays emphasis on the fact that if you re unable to provide technologically advanced gadgets like ‘Baby-Be-Safe Crib sheet or video surveillance cameras to keep a check on the nanny looking after your baby or electronic monitors to check the babies heart rate even before he is born' you are considered an incompetent pare nt.Attachment parenting on the other hand means ‘opening your mind and heart to the individual needs of your baby and letting your knowledge of your child be your guide to making on the spot decisions about what works best for both the mother and child, that is learning read the cues of your baby and responding appropriately to those uses. ‘ It encourages parents to find out which parenting style fits their lifestyle in the best way and modify what does not work for them. As sears says, â€Å"Like any Journey, parenting requires adjustments along the way. Attachment parenting does not pose undue demands on women in the sense that it is not compelling you to do all the seven Baby Bi's and being practical and realistic, if not impossible it is extremely difficult to do everything that is recommended. It mainly advises you to incorporate whatever makes the connection between you and your child stronger in your day to ay routine. Attachment parenting does not expect parents to spend 24 hours of a day Just attending to your child, instead it's the quality of time during which you are able to develop a feeling of trust and make your baby feel that he/she can rely on you for his needs.A frequently asked question that people have is won't the constant nursing and attention giving to your child be problematic? People feel tied down with the seven Bi's of attachment parenting and might consider them to be challenging. However, many attachment parents after being interviewed stated, â€Å"l feel so connected with y baby. † â€Å"l feel right when with her, not right when we're apart. † â€Å"l feel fulfilled. † The seven Bi's of baby wearing include, ‘breastfeeding, balance, beware of baby wearing and birth bonding. Attachment parenting is a very typical way of parenting and all these practices have been practiced all over the world for hundreds of years only recently these practices have been termed together as attachment parentin g. Though some people may consider the seven Baby Bi's to be highly problematic if they are working mothers but as stated earlier, it is not mandatory to follow all seven of them. For instance, I feel breastfeeding is essential for the health of the baby, moreover, ‘Current studies show that babies who are breast fed tend to be healthier, more secure and even score higher on IQ tests!In addition the bond between breastfeeding mom and baby tends to help form a secure attachment for the baby as he or she grows. Breastfeeding also tends to be an economical choice for many families. ‘ ‘A British study of 36 middle-class mothers and their three-year-olds found that securely-attached children scored 12 points higher on the Stanford-Bines intelligence test than did insecurely attached children (Crandall and Hobnobs 1999). Since research has proven that breastfeeding is vital for healthier growth of babies I think it would be unfair for those babies who are not breast-fed. Another topic that is highly debated over is whether a baby should co-sleep or not? Research has come to a conclusion that co sleeping reduces stress and anxiety levels among babies as they sleep in a safe and sound environment close to their parents. Co-sleeping may be a stress-reducer as well. A British study reports that children (aged 3-8) who slept in their parents' rooms showed lower daily levels of the stress hormone cortical (Wentworth 2007).Its is argued upon by people who say that it may be dangerous for the baby to sleep on the same bed as the parent and co sleeping may be spoiling the baby as it would not make him independent and the baby needs to learn how to sleep alone at some point. However, co-sleeping does not mean that the baby has to sleep on the same bed as the parent. The baby can sleep anywhere in the same room as the parents or in a crib right next to the parents bed it would still be considered co sleeping.The main idea is for the baby to be close to the par ents so that the parents can easily tend to the baby if needed. If pondered upon, intensive mothering is much more problematic in comparison to attachment parenting. Intensive mothering is Judging your capability as a mother on the basis of your ability to afford expensive and luxurious products. In that sense it can be said that attachment parenting is reasonable, as at least it is not expecting parents to go over the top to raise their child.All Attachment parenting is asking parents to do is treating your child with love and affection and to getting to know your child better. Which part of that is unreasonable or unfair for mothers? A child is not a machine; it is not inbuilt with functions neither goes it come into this wide world prepared to react to all the situations it is faced with. Parents need to understand what is going on the babies mind and respond accordingly. This can only be possible if the parent spends enough time with their baby. If parents are unable to find som e time out they should not to have a baby.As critiques put it, attachment parenting may pose undue demands on women, as she is the sole person who can provide the kind of care, love and attention that the baby is unable to devote herself to her babies needs when he/she needs it the most she is not ready for the challenges of motherhood. In western cultures, it is not an obligation for a married couple to have children. If both parents are professionals and have chosen their career over their family, it would be a wiser option not to have babies, as there is no point raising a child who is going to be neglected.In several parts of the world such as India, it is almost mandatory for a married couple to have children or else the family members along with the society raise questions and the mother is expected to leave everything aside and raise the baby. This is very customary in India, as my own grandfather did not let my mother continue with her equines, as he wanted her sole attentio n to be on raising her children. Therefore, a majority of the Indian babies are attachment parented. However, in countries like America, no one is putting a gun to your head to have a baby.It is entirely the couple's choice. Therefore, in conclusion, the fact remains that every individual is unique and one parenting style cannot fit everyone. I feel that a majority of the critiques â€Å"who tend to criticize attachment parenting don't really understand what attachment parenting is all about,† â€Å"So many studies show that if you meet the needs of a child when she's nouns, she will grow into becoming more independent. † Attachment parenting is a broad parenting style that promotes seven ways to get connected with your baby.Moreover, attachment parenting is exactly what has been practiced all over the world for years only now its been given a name; the only change that has occurred is that there has been a significant increase in the number of working mothers. Attachm ent parenting is criticized because it is thought to pose strenuous demands on working mothers but it is always possible to try to mix and match parenting style and figure out what works for them. It is not setting out a strict set of rules to raise a baby and above all it is because of its flexibility why I feel attachment parenting is fair and reasonable.

Business Plan of a Pet Shop - 1134 Words

Business Plan Introduction With the improvement of people’s living standard, more and more people want a pet to accompany with them outside their studying and working time. Therefore the number of people who have a dog is increased, and the needs of dog are raised significantly. The economy about pets is paid attention by people. Not only concerned about what they eat, but also about where they live and what kinds of cloth they wear. It becomes a potential marketing in our daily life. There are different kinds of pet kennels, and open variety projects such as pet grooming, pet washing and cutting, pet medical treatment service and so on. Because pets are concerned by people, they will pay more money on pets than before. Nowadays,†¦show more content†¦Capital-Victoria 200,000 †¢ Transaction2. Borrowing from friends 200,000RMB. Dr. Cash 200,000 Cr. Creditors 200,000 †¢ Transaction3. Rent the storefront paid 7,000RMB every month (85square meters). Dr. Rent expenses 7,000 Cr. Cash 7,000 †¢ Transaction4. Bought washing and other machines paid 60,000RMB. Dr. Machines 60,000 Cr. Cash 60,000 †¢ Transaction5. Bought foods, clothes and toys for dogs paid 20,000RMB. Dr. Stock-foods (8,000), Stock-clothes(6,000),Stock-toys(6,000) Cr. Cash 20,000 †¢ Transaction6. Paid 1,000RMB for stock she lf. Dr. Stock shelf 1,000 Cr. Cash 1,000 †¢ Transaction7. Bought ten dogs for 30,000RMB, every dog for 3,000. Dr. Stock 30,000 Cr. Cash 30,000 †¢ Transaction8. Sold three dogs for 15,000RMB cash, costing 9000. Dr. Cash 15,000 Cr. Sales revenue 15,000 Dr. cost of sales 9000 Cr. Stock-dogs 9000 †¢ Transaction9. Sold foods, clothes and toys about dogs for 5,000 RMB cash, costing 2,500. Dr. Cash 5,000 Cr. Sales revenue 5,000 Dr. Cost of sales 2,500 Cr.Show MoreRelatedDeveloping a Strong Marketing Plan for an Exotic Pet Shop825 Words   |  3 Pagesimportant part of any business plan and when you conduct marketing is just as crucial. 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