I was sent a piece of research some time ago with regards to 'Brands in Holland'. Please forgive my inability to recall factual detail. Out of the biggest brands in the country It found that the only new brands were tech or communication entities. The others were beer brands and the usual suspects - McDonalds, Levis, adidas, Ford, Nestle, etc. Brands that had been around for donkeys. Without exception, the beer brands were over a hundred years old.
There are no new brands being created to challenge the big boys. No one can or is willing to spend big on posters, press, TV, cinema to get a product or service off the ground. No one has or wants to spend the money. As a result, innovation is pushed and promoted on instagram. I'm not knocking instagram, my wife found a wonderful carved wooden butter spoon and some all-weather coats for my children in a remote village just outside of Gothenburg.
I'm not sure what my point is. Even the big boys don't do shop window anymore. The days of Nike v Adidas advertising battles are over. Both have retreated to a war of attrition online. They have become retail. The high street has gone online. Town centres are flourishing wastelands. Margins are the end goal. It's like watching Arsenal eeking out results. Nobody wants to waste bitcoins on typographers, photographers, art directors, copywriters, directors and so on. We have all become used to paying fuck all for everything. It's part of our culture now. Why the supermarkets screamed the loudest at the thought of being unable to source cheap labour. Clients want to save money with the in-house model. Saving money means paying creatives peanuts. And if no one else is willing to squander money on creativity why should they. We have all become champions of mediocrity. I have to feed my kids and pay my mortgage. Sad.
We'll just have to look on in despair. Hope you are doing well. It's so good to hear from you.
I think it hurts more because we were there. I feel really sorry for my daughter who has only known stockshots and library music. She's trying to make a difference in Amsterdam. So all is not lost. What are you doing now? When can we zoom?
I was sent a piece of research some time ago with regards to 'Brands in Holland'. Please forgive my inability to recall factual detail. Out of the biggest brands in the country It found that the only new brands were tech or communication entities. The others were beer brands and the usual suspects - McDonalds, Levis, adidas, Ford, Nestle, etc. Brands that had been around for donkeys. Without exception, the beer brands were over a hundred years old.
There are no new brands being created to challenge the big boys. No one can or is willing to spend big on posters, press, TV, cinema to get a product or service off the ground. No one has or wants to spend the money. As a result, innovation is pushed and promoted on instagram. I'm not knocking instagram, my wife found a wonderful carved wooden butter spoon and some all-weather coats for my children in a remote village just outside of Gothenburg.
I'm not sure what my point is. Even the big boys don't do shop window anymore. The days of Nike v Adidas advertising battles are over. Both have retreated to a war of attrition online. They have become retail. The high street has gone online. Town centres are flourishing wastelands. Margins are the end goal. It's like watching Arsenal eeking out results. Nobody wants to waste bitcoins on typographers, photographers, art directors, copywriters, directors and so on. We have all become used to paying fuck all for everything. It's part of our culture now. Why the supermarkets screamed the loudest at the thought of being unable to source cheap labour. Clients want to save money with the in-house model. Saving money means paying creatives peanuts. And if no one else is willing to squander money on creativity why should they. We have all become champions of mediocrity. I have to feed my kids and pay my mortgage. Sad.
You should've written the piece Ivor! Love your take although feeling a little suicidal now. Hope all is well with you buddy.
We'll just have to look on in despair. Hope you are doing well. It's so good to hear from you.
I think it hurts more because we were there. I feel really sorry for my daughter who has only known stockshots and library music. She's trying to make a difference in Amsterdam. So all is not lost. What are you doing now? When can we zoom?
How about early next week for a zoom buddy? I'm good from 8 am my time any morning.
Sounds good. Not sure what time that is here. Give us a clue.
Any time after 4.30pm your time mon-fr
Let's go for 4.30 Monday. My email is ivorjones@oliver.agency don't know if that helps.