The flirt factor
Op-Ed: Advertising is all about achieving great results with outstanding ideas. The ADC is there to make those results measurable.
Guest commentary Advertising is all about achieving good results with outstanding ideas. The ADC is for this
to make this measurable.
Pick up the nearest newspaper or magazine and turn to the first advertisement. Would you compliment your wife or husband in this way? Turn to the next advertisement. Would you flirt with the charming lady or the handsome gentleman on the bar stool next door? Take the same test with the next twenty ads. Most of them will fail. What's all this nonsense, you might say. This nonsense is to remind you that, in a nutshell, advertising is there on the one hand to confirm existing customers in their choice of purchase and on the other hand to charmingly ensnare new customers. Neither unkindness nor boorishness, nor braggadocio, nor emptiness of content will help. And yet, unfortunately, much of what we have to look at and listen to every day in the press, on billboards, on the radio and on TV is reminiscent of goofy self-congratulation or unimaginative braggadocio.anyone who doesn't have the courage and ingenuity to regularly compliment their partner sensitively (strategy) and surprisingly (idea) and skillfully (implementation) will hardly ever hear: "You're the best." This is even more true at our fictitious bar, where banal macho posturing and hollow chest-thumping have little chance of success.
Flirt success can be measured and evaluated purely numerically. That's what the Effie Switzerland is for. And the flirting approach can be judged purely subjectively. That's what the ADC Switzerland is for. And because it is the only authoritative association of professional flirters, it may come as no surprise that almost all the flirtations that win Effies have also previously been recognized by the ADC. But it's actually logical: those who flirt well have a priori better chances of success. And it's also logical that those who do nothing else all day but flirt demonstrably well can say quite accurately what is a good flirt and what is not.
The reverse conclusion: Advertisers who say ADC and Effie aren't important have little idea about life, don't give a damn about their clients' results and I feel sorry for them. And clients who say ADC and Effie are not important probably work in a company that is not about numbers.
Because only outstanding ideas achieve outstanding results. And if that's not what advertising is about, then what is it about? Today more than ever. In short: yes to the ADC.
> Daniel Krieg is co-owner of Krieg, Schlupp, Springer & Jacoby and member of the board of ADC Switzerland.
to make this measurable.
Pick up the nearest newspaper or magazine and turn to the first advertisement. Would you compliment your wife or husband in this way? Turn to the next advertisement. Would you flirt with the charming lady or the handsome gentleman on the bar stool next door? Take the same test with the next twenty ads. Most of them will fail. What's all this nonsense, you might say. This nonsense is to remind you that, in a nutshell, advertising is there on the one hand to confirm existing customers in their choice of purchase and on the other hand to charmingly ensnare new customers. Neither unkindness nor boorishness, nor braggadocio, nor emptiness of content will help. And yet, unfortunately, much of what we have to look at and listen to every day in the press, on billboards, on the radio and on TV is reminiscent of goofy self-congratulation or unimaginative braggadocio.anyone who doesn't have the courage and ingenuity to regularly compliment their partner sensitively (strategy) and surprisingly (idea) and skillfully (implementation) will hardly ever hear: "You're the best." This is even more true at our fictitious bar, where banal macho posturing and hollow chest-thumping have little chance of success.
Flirt success can be measured and evaluated purely numerically. That's what the Effie Switzerland is for. And the flirting approach can be judged purely subjectively. That's what the ADC Switzerland is for. And because it is the only authoritative association of professional flirters, it may come as no surprise that almost all the flirtations that win Effies have also previously been recognized by the ADC. But it's actually logical: those who flirt well have a priori better chances of success. And it's also logical that those who do nothing else all day but flirt demonstrably well can say quite accurately what is a good flirt and what is not.
The reverse conclusion: Advertisers who say ADC and Effie aren't important have little idea about life, don't give a damn about their clients' results and I feel sorry for them. And clients who say ADC and Effie are not important probably work in a company that is not about numbers.
Because only outstanding ideas achieve outstanding results. And if that's not what advertising is about, then what is it about? Today more than ever. In short: yes to the ADC.
> Daniel Krieg is co-owner of Krieg, Schlupp, Springer & Jacoby and member of the board of ADC Switzerland.
