Comments on: YOU ARE NOT THE TARGET MARKET http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/ Creative thinking and critique from Dave Trott Sun, 14 Mar 2010 17:40:28 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Frankie Torres http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9013 Frankie Torres Sun, 31 Aug 2008 21:23:21 +0000 http://cstadvertising.com/blog/?p=49#comment-9013 I do not work for a big design agency or work with a team of graphic designers. I am just a student starting off in this industry. After reading this blog entry I see that people are thinking more about awards than the customer. Of course it's nice to win awards but when that's your only main focus whats the point? The customer might be impressed but in the end it's only a piece of paper/trophy. What the customer will truly remember is the quality of the work, the service and how you created what the customer wanted. Thats what keeps them coming back for more business I belive. So I will keep working hard to satisfy my customers and wont brag about awards because like the blog says I Am Not The Target Market! Frankie Torres I do not work for a big design agency or work with a team of graphic designers. I am just a student starting off in this industry. After reading this blog entry I see that people are thinking more about awards than the customer. Of course it’s nice to win awards but when that’s your only main focus whats the point? The customer might be impressed but in the end it’s only a piece of paper/trophy. What the customer will truly remember is the quality of the work, the service and how you created what the customer wanted. Thats what keeps them coming back for more business I belive. So I will keep working hard to satisfy my customers and wont brag about awards because like the blog says I Am Not The Target Market!

Frankie Torres

]]> By: vinny warren http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9012 vinny warren Sun, 10 Aug 2008 05:15:25 +0000 http://cstadvertising.com/blog/?p=49#comment-9012 though, having said that, i am perversely proud of having the 5th most awarded spot of 2005. according to the gunn report! and therein lies the appeal of it really. pure vanity. mirror, mirror on the wall etc... gunn is appealing to a very basic human weakness. probably a scot too with a name like donald. though, having said that, i am perversely proud of having the 5th most awarded spot of 2005. according to the gunn report! and therein lies the appeal of it really. pure vanity. mirror, mirror on the wall etc…

gunn is appealing to a very basic human weakness. probably a scot too with a name like donald.

]]> By: vinny warren http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9011 vinny warren Sat, 09 Aug 2008 23:07:32 +0000 http://cstadvertising.com/blog/?p=49#comment-9011 oh yes. the gunn report. in its way it's a brilliant idea. get ad agencies to pay you lots of money to tell them precisely how wonderful they are. the ultimate parasitical idea. but i know from experience that the global agency networks use it as a benchmark. a benchmark for what exactly i'm not sure. but they like it. ddb is officially better than tbwa etc... i recall feeling remarkably "meh" upon hearing that, according to the gunn report, my budweiser work was...drumroll...the most awarded tv campaign of the past ten years! i kind of already knew that. i'm with you dave. awards should be a side-effect. oh yes. the gunn report. in its way it’s a brilliant idea. get ad agencies to pay you lots of money to tell them precisely how wonderful they are. the ultimate parasitical idea.

but i know from experience that the global agency networks use it as a benchmark. a benchmark for what exactly i’m not sure. but they like it. ddb is officially better than tbwa etc…

i recall feeling remarkably “meh” upon hearing that, according to the gunn report, my budweiser work was…drumroll…the most awarded tv campaign of the past ten years! i kind of already knew that.

i’m with you dave. awards should be a side-effect.

]]> By: dave http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9010 dave Sat, 09 Aug 2008 07:07:54 +0000 http://cstadvertising.com/blog/?p=49#comment-9010 Do you know what Vinny? I hadn't heard of The Gunn Report before you mentioned it. I just looked it up. That is the most depressing thing I've heard this week. Quantifying creativity by the number of awards you've won. So a big agency that can afford to enrter every ad they do into every award scheme worldwide must be more creative than a small agency who can't afford it. No wonder everyone's obsessed with awards. This really is awards becoming to exact opposite of creativity. How corrupt. How sad. On the other hand, it does give us another something to fight against. Do you know what Vinny?
I hadn’t heard of The Gunn Report before you mentioned it.
I just looked it up.
That is the most depressing thing I’ve heard this week.
Quantifying creativity by the number of awards you’ve won.
So a big agency that can afford to enrter every ad they do into every award scheme worldwide must be more creative than a small agency who can’t afford it.
No wonder everyone’s obsessed with awards.
This really is awards becoming to exact opposite of creativity.
How corrupt.
How sad.
On the other hand, it does give us another something to fight against.

]]> By: Vinny Warren http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9009 Vinny Warren Fri, 08 Aug 2008 19:11:03 +0000 http://cstadvertising.com/blog/?p=49#comment-9009 memo to self: stop doing winking smiley faces on this blog. memo to self: stop doing winking smiley faces on this blog.

]]> By: Vinny Warren http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9008 Vinny Warren Fri, 08 Aug 2008 19:10:07 +0000 http://cstadvertising.com/blog/?p=49#comment-9008 i blame the gunn report! ;-) i blame the gunn report!
;-)

]]> By: Sell! Sell! http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9007 Sell! Sell! Fri, 08 Aug 2008 10:18:50 +0000 http://cstadvertising.com/blog/?p=49#comment-9007 Too right Vinnie, and I am a UK creative. But I feel lucky in that I spent my first 5 years in the business at a good agency that didn't enter awards as a matter of policy. So I never felt like they were important, or necessary in terms of feeling good about what you do. I feel sad/disturbed about the status quo here in terms of creative departments approach to awards. And what Lunar says above is sadly true - this attitude is being passed down from the top. I think it's having a long-term negative effect on the industry and its output, which is why I always wade in on topics like this, but at the same time have found little pockets of like-minded thinking in the business - like Mister Trott here, you Vinnie, the nice chaps over at Karmarama, and us at Sell! Sell!, who are all just doing it like we think it should be done. Too right Vinnie, and I am a UK creative. But I feel lucky in that I spent my first 5 years in the business at a good agency that didn’t enter awards as a matter of policy. So I never felt like they were important, or necessary in terms of feeling good about what you do. I feel sad/disturbed about the status quo here in terms of creative departments approach to awards. And what Lunar says above is sadly true - this attitude is being passed down from the top. I think it’s having a long-term negative effect on the industry and its output, which is why I always wade in on topics like this, but at the same time have found little pockets of like-minded thinking in the business - like Mister Trott here, you Vinnie, the nice chaps over at Karmarama, and us at Sell! Sell!, who are all just doing it like we think it should be done.

]]> By: dave http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9006 dave Thu, 07 Aug 2008 20:25:25 +0000 http://cstadvertising.com/blog/?p=49#comment-9006 Vinnie, I couldn't agree more. We should aim to be ahead of the awards, so they have to catch up. "The time to worry is when the avant garde becomes the establishment." Orson Welles Vinnie, I couldn’t agree more.
We should aim to be ahead of the awards, so they have to catch up.
“The time to worry is when the avant garde becomes the establishment.”
Orson Welles

]]> By: vinny warren http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9005 vinny warren Thu, 07 Aug 2008 19:50:38 +0000 http://cstadvertising.com/blog/?p=49#comment-9005 i think dave is right. uk creatives are waaaay too into winning awards. and we all know there are templates for winning awards. and conforming to a template is death for creativity. you're repeating the past. honestly, these days, i love it when there isn't even an awards show category for what i've done. not winning awards is the new winning awards ;-) if you do something brilliant, you'll win awards. they'll have to give them to you. so don't worry about it. i think dave is right. uk creatives are waaaay too into winning awards. and we all know there are templates for winning awards. and conforming to a template is death for creativity. you’re repeating the past. honestly, these days, i love it when there isn’t even an awards show category for what i’ve done. not winning awards is the new winning awards ;-)
if you do something brilliant, you’ll win awards. they’ll have to give them to you. so don’t worry about it.

]]> By: Busy, busy day today … « Dear Jane Sample http://www.cstadvertising.com/blog/2008/08/you-are-not-the-target-market/#comment-9004 Busy, busy day today … « Dear Jane Sample Thu, 07 Aug 2008 16:57:44 +0000 http://cstadvertising.com/blog/?p=49#comment-9004 [...] Your are not the target market - more wisdom from David Trott because I do want to help you in your quest for self improvement [...] [...] Your are not the target market - more wisdom from David Trott because I do want to help you in your quest for self improvement [...]

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