What would Mad Men make of the digital era?
pharmafile | November 18, 2010 | Feature | Medical Communications | Creative Lynx, advertising, digital marketing
Sharp-suited creative director Don Draper from AMC’s television series ‘Mad Men’, in conversation with Creative Lynx’s David Hunt …
DAVID: Don, we’ve changed a great deal in the digital era. Do you notice anything that you wouldn’t recognise from your own methods, different from the good old days of print and paper?
DON: I think what you’re seeing are the same principles in different clothing. Back in the 60s, and the heyday of print advertising it was all about standing out and that hasn’t changed. Now in a more crowded market there’s a greater need for ideas that blow your socks off.
DAVID: I’m talking about the pharma industry where sometimes we seem to rely on rational rather than emotional reasons to make our products stand out.
Yet healthcare professionals are human beings too. They make decisions based on emotional reasons all the time. For example my own agency came up with a viral idea that used a game device to highlight a real world issue – the fun and entertaining side of the idea carried the rational reasoning.
DON: In consumer targeted advertising it’s a blend of rational and emotional messages. I don’t see why it should differ in any other market.
An engaging idea gives you impact and the opportunity to put over your brand message, and just as importantly it makes it stick. My advice is to write your idea down on whatever’s at hand; a receipt, a cocktail napkin. Never delay.
DAVID: There’s a view that online advertising will never replace advertising in traditional media, but I’d go as far as to say that it already has.
DON: You can take the same principles and believe anything is possible if an idea captures the imagination.
DAVID: I agree. A great online campaign is always more than design and technology. It’s a business tool and as such needs to generate traffic, encourage sales and loyalty, and drive the brand. Within our own agency we want to create work which is a talking point, that’s visually outstanding, intelligent, user-friendly, and much more.
DON: Ambition, Dave. Or as we say, never deny yourself anything you want. Take the great agency Doyle Dane Bernbach in the 60s and their work for Volkswagen.
They took an ugly car and made it desirable. Their famous ad ‘Lemon’ changed people’s perceptions. The digital work you showed me online for Apple is every bit as good as Volkswagen, just in a different way. The guy selling the gear even wears a turtleneck! He demonstrates the product and lets it speak for itself, a routine we had nailed. You guys are straight-selling again!
DAVID: Apple are brilliant at being able to leverage their legions of committed fans and using them to spread the word. They utilise every digital means and the opportunities afforded by social media to connect with their customers.
DON: Pharma companies are hanging back from doing this?
Don looks incredulous
DAVID: Worries stubbornly remain – ROI, the legal constraints and lack of control.
DON: Half measures will no longer avail. With Martinis in particular.
DAVID: The real difference has been the rise and rise of customer marketing. Instead of being a side issue as it used to be it’s now absolutely central to branding.
Thankfully to attract attention we not only have colour, tone and type but also movement and interaction.
DON: Our guys would have loved to get their hands on those tools.
DAVID: The internet has evolved and people can now be very selective about which brands they choose to interact with.
The level of message retention in digital has proved to be greater than in print.
Brands can take notice of what is being said about them, their product or service by monitoring conversations taking place outside of their own space.
DON: For information like that, I always keep a good relation with the elevator attendant.
DAVID: Digital is more self-confident and creative than ever before. Yet, at this point, I’m disappointed. We’re still not close to the achievements being made in the consumer market.
What pharma has always done isn’t good enough anymore. In terms of branded drugs made famous by digital creativity, I struggle to name them.
Maybe it’s time to look beyond pharma and see how others are doing it.
DON: Enthusiasm and doubt – it’s a great combination. Let’s go over to the nearest barroom and consider it over a Lucky Strike.
DAVID: Sorry, we don’t smoke in bars anymore.
Don looks incredulous.
David Hunt is the digital director at Creative Lynx.
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