Buzz & Viral Marketing Agency - Vanksen|Culture-buzz
 
English
 
Deutsch
 
Franæ ©s
 
Español
 
中国

BUZZ NEWS

 
 

Buzzcast #70: Steven Erich / Crispin Porter plus Bogusky

 

Posted on May 19, 2009
C. Werle

 

Steven Erich is a partner and group account director at Crispin Porter + Bogusky, one of the most creative agencies worldwide responsible for many successful campaigns like for example the prize-winning Whopper Virgins campaign for Burger King.

In this interview Steven Erich explains the concept of the "small ideas". Many marketing directors are looking for the "big idea", but in reality this big idea is very difficult to determine before it hits the market. There is no measurement to predict if an idea will be big or not. The alternative is to pursue many small ideas that require less time, funding and resources, see which of these ideas engage consumers, and then invest behind those.

He also comments on the concept that consumers don’t need advertising. As advertising is less powerful today than it once was, Steven Erich tries to create conversations about brands or products and let this conversation convince people to act. The product needs to market itself, and people are more easily convinced by advice from a friend or from a trusted source than by advertising. For Steven Erich it is also important to get involved in all elements of the marketing mix: designing products, naming products, packaging… everything can be used as an opportunity to create conversations. There will still always be a place for mass communication, but the power of communities and conversations will certainly become more important.

This interview was conducted by Gregory Pouy at the Marketing 2.0 conference (co-organized by Vanksen and the Brand Science Institute) held at the European Business School ESCP-EAP in Paris, France, on March 30 and 31 2009.


Add This



 

Comments

1. Tuesday 19 May 2009 attime 19:52, by kevin brandt

Small ideas, small tactics, big ROI.

As long as you measure it.

Good to see you,

Kevin Brandt

2. Tuesday 19 May 2009 attime 21:44, by Saini :: http://www.aircheese.com/article/br...

Another way the CP+B "gets" the interactive space... "gets" buzz creation... and most definitely "gets" taking chances to run away from those who play it safe.

http://www.aircheese.com/article/brand-name-interns-the-new-prostitute

3. Wednesday 20 May 2009 attime 07:54, by atul chatterjee

One line affected my thinking: consumers don’t need advertising. In other words there is a surfeit of advertising. A remarkable insight and the thinking it produces will yield new approaches.

Add a comment

Pre-moderation
 

This forum is moderated beforehand: your contribution will only appear after being validated by a site administrator.


Any message or comment?
 


Text of your message:
Who are you? (optional)
 



Hypertext link (optional)
 

(If your message refers to an article published on the web or to a page providing further information, please enter the title of the page and its URL below).


Subject:


URL:


 

Verification code :
 
 

Please enter the verification code :

 Code 

 
 


Other articles from this section

 

Useful Stuff You Do, and Don’t, Know About Chatroulette

Roger Moore of RJMetrics recently wrote a detailed guest post on TechCrunch about some Chatroulette fun-facts. This video explains, more or less, what Chatroulette is (don’t you wish Jon Stewart made washing machine video demos?): The Daily Show With Jon (...)

 
 

Logorama Takes Oscar for Best Animated Short Film

We should’ve mentioned this sooner, but it’s never too late to pay an accolade. Short film "Logorama," the lovechild of French filmmaking group H5 (composed of François Alaux, Hervé de Crécy and Ludovic Houplain) and the first short film they’ve created from (...)

 
 

ArcelorMittal Bares Economic Bones in Season 3 of Web Show

ArcelorMittal, the world’s largest steelmaker, is sharing how it was affected by the economic crisis in season three of its web series, managed by our agency Vanksen. The season kicked off today with a video entitled "Emerging from the Crisis," which covers (...)

 
 

Lady Gaga: One Artist Who Goes Consistently Viral

Since the debut of The Fame, Lady Gaga (@ladygaga) has positioned herself as a wünderkind in personal branding and a social media adept — two traits that we don’t consider mutually exclusive. And as her rabid fanbase grows — with pretty heavy representation from (...)

 
 

When Small Business Declares War on Big Business…

The social media and viral marketing experts, of course! This is the story of shustir.com (http://www.shustir.com/), a startup that provides online marketplaces to small businesses. Neat and notable features include a free storefront and low cost e-commerce (...)

 
 


More articles...



 
Nos Flux
 

 
 
 
Blog Navigation
 
Our interviews
 



Talent Wanted
 
SUPER COMMUNITY & PROJECT MANAGER (...)
Toutes les annonces » 
 
 
Contact

New York

+1 212 537 5059

Paris

+33 1 55 33 89 00

Worldwide contacts » 
 
ss_blog_claim=1e3ad9f0ed67b38d5dba28eea5674235 Videos we like
 






Become a fan