Free is the Greatest Headline Ever Written

With the Super Bowl approaching, I went back and relooked at spots from previous years’ games.

The Real Beauty Behind a Campaign Well Done:

The Real Beauty Behind a Campaign Well Done: Do campaigns full of perfect models ruin your self-este

The moving world of the cinemagraph

Ever wanted to post a video on your website but you were too worried about the loading time that wou

One

The 2013 Super Bowl commercials were proof that great advertising is built on a big idea, not an ove

 
Matthew

Free is the Greatest Headline Ever Written

January 29, 2013 in General

With the Super Bowl approaching, I went back and relooked at spots from previous years’ games. Most were either misogynistic or humor for humor’s sake. There was one great spot, summarized in a word: Free. The massive queues for a free Denny’s breakfast is testament to the power of that word. Free has a magical quality – a siren call so captivating even savvy shoppers are unable to sail by it.

I have seen patrons at a county fair line up for a full hour in the hot summer sun for a free fake wooden coin. Beyond use as a spare checker piece, it was worthless ephemera. But they treasured it like it was drinking water.

P.T. Barnum knew the power of Free. Today he is incorrectly remembered for the line “There’s a sucker born every minute” and the circus that bears his name, but he never said the Sucker line and he actually got into the circus later in his life, after he had made (and lost and remade) his millions.

Barnum did it through advertising. He was a brilliant innovator — using many of the techniques still in use today: the advance team to generate a pre-event buzz; the loss leader, and recognizing the power of Free. Once, he ran a Wild West show on the Jersey side of the Hudson River. Admission was free – so the ferries were jammed with customers eager to take in the complimentary event on a fine afternoon — customers who were more than glad to pay Barnum for the ferry ride to the event.

Use Free in your advertising early and often. It doesn’t devalue the worth of your product or service to customers— it screams Value.

Shweta

The Real Beauty Behind a Campaign Well Done:

April 23, 2013 in Uncategorized

The Real Beauty Behind a Campaign Well Done:

Do campaigns full of perfect models ruin your self-esteem? If so, then you will love Dove’s “Real Beauty” campaign launched in 2004 featuring real women flaws and all. Compared to the paragon of the female body often presented in the campaigns of companies such as Forever 21 and Victoria’s secret the models in Dove’s campaign look less like models and more like people you actually know.

The campaign was inspired by a survey Dove put out where only a shocking 4% of women considered themselves beautiful. Created by the advertising agency Ogilvy and Mather the campaign’s mission is, “to create a world where beauty is a source of confidence and not anxiety.” Dove has tried to express this mission statement in many varied and creative ways. From everything from having a billboard of a , “real model” where it asked viewers to text in if they thought the model was fat or fab to having educational viral videos of what self-esteem is and how it affects you.

Recently Dove hired an FBI artist to draw women as they described themselves and then later had a stranger who just met the women describe them. Both images were then placed back to back and each woman was able to see how their perception of their face was unreal compared to the stranger’s perception of their face. It is ironic that it takes an advertisement for women to question if they judge their looks harshly because usually other advertisements enforce women to judge themselves harshly.

The campaign hasn’t been without its detractors. Janice Dickenson has expressed several times plus size models are the death of the fashion industry as it stands and completely dislikes the Dove campaigns. Also an advertisement Dove put out on Craigs list searching for “flawless” non-models for the soap maker’s next commercial has spurred controversy because while the size of the models have changed they still are rather shallow on how all the models look.

So is advertising the answer to fix low self-esteem possibly caused by advertising itself? It is impossible to tell but it sure is certain that Dove discovered a little niche worth investigating that kept their campaign running for over eight years strong.

Below you can see the women in the Dove campaign in contrast to the women from the Victoria’s Secret campaign.

 

Shweta

The moving world of the cinemagraph

April 1, 2013 in Uncategorized

Ever wanted to post a video on your website but you were too worried about the loading time that would require? In comes the cinemagraph a mixture between still images and videos perfect for quick loading times packaged in a GIF file. The main idea of a cinemagraph is to take a video and freeze it only allowing one aspect of the overall image to be animated. Here at The Voice cinemagraphs have become a fresh new way for our creative department to express our clients’ desire for cutting edge advertising. Just Imagine how exciting e-mails can become now with the invention of the cinemagraph.

 

If you are interested in making your own cinemagraph click here.

Matthew

One

February 4, 2013 in The Ad Business

The 2013 Super Bowl commercials were proof that great advertising is built on a big idea, not an overblown budget. Dodge’s Ram trucks spot was probably the least-expensive spot to produce, with just a pre-recorded voiceover (of Paul Harvey) and still photographs but it touched a nerve in almost everyone.

God Made a Farmer

Still from Dodge Ram 2013 Super Bowl Spot


Social media outlets have made it possible to reach more and more people daily and easily — many people who you don’t know.
Companies confuse this with success.
Great advertising is built on one-to-one communication: making a connection with your target market and having them identify with your product or service.
It’s one-at-a-time, hand-to-hand combat.
The great Bruce Barton, founder of BBDO ad agency, hung on his office wall a giant picture of a crowd of people on a Coney Island beach. His continual reminder to himself: you don’t sell to a crowd, you sell to an individual.
Put yourself in your viewer’s mind. Can I connect with what they’re saying? Does this appeal to me? Do I aspire to be like the person in the ad? Are they talking to me? It’s Robert DeNiro in Taxi Driver: “You talking to me? Are you … talking to me? You talking to me?”
Always keep your reader’s voice in your head as you work. When you look at things from their POV – What’s in it for Me – you are halfway home to developing the relationship that leads to sales. And most of all, remember, you’re not talking to a crowd, you’re talking to a person.

Matthew

We’re hiring – Account Execs

June 6, 2012 in General

We have an opening for an account executive to handle project management and client-facing responsibilities. Act as the point person on various jobs; interface with the creative department, and meet customer needs on a variety of offline and digital needs. The ability to write well and fast is necessary, as well as articulate phone manner, engaging disposition, sharp marketing mind and willingness to take on new responsibilities. Knowledge of social media, PR, ecommerce, SEO and other skills a plus. If you are interesting and interested, please send a cover letter and resume in confidence to info@the-voice.com.

Shweta

The Voice’s Apprenticeship Program Press Release

May 23, 2012 in Uncategorized

The Interns

5/23/12
For Immediate Release

Lindsay Ancel, Alison Cederbaum, Nicole Salamone and Maxwell Kale join The Voice’s apprenticeship program for the summer of 2012. The apprentice program was created by The Voice’s president Matthew Hallock to give current college students a first-hand experience of how an advertising agency functions. Interns will learn skills in copywriting, art direction, and social media.

Lindsay Ancel is a visual arts and communication student at Eastern Connecticut State University. She will be joining Nicole Salamone from the University of Connecticut as the two newest art director interns at The Voice. Their job will cons`ist of creative design and layout for clients. The writing and social media department will be made up of Central Connecticut State University student Maxwell Kale and Keene State College Student Alison Cederbaum. They will create press releases, do copywriting and run social media accounts.

The Voice is a uniquely structured hybrid advertising agency/ad school. As both a teacher and creative director, Matthew Hallock created the apprenticeship program when he saw the gap between education and work experience. “I like to think of the program as a bridge to help emerging talent move from being students to desirable employees.”

The Voice’s apprenticeship program currently has interns in social media/PR, creative and account management. Interns learn how an ad agency operates, how to interact with clients and the skill sets required in advertising . Past interns at the Voice have gone on to find jobs in their respective fields. The Voice is currently looking for interns for the fall of 2012. Interested students can apply via the-voice.com.

For More information, contact Maxwell Kale at 203-556-7143 or maxwell@the-voice.com

Seizo

Social Media/PR Intern Opportunity

April 5, 2012 in Internships

Are you passionate about social media, influencing and engaging with customers?  Do you love social media, blogging, tweeting?  Are you a great writer, inquisitive and a news junkie?  If you’ve answered yes to these questions, then you may be our next social media and PR intern.  Your job will be to plan and execute social media campaigns to boost engagement and traffic for the Voice and our clients’ targeted audiences.  You’ll write press releases, and get stories in traditional media as well as social media.  You’ll increase fans, likes, and followers, and have an awesome time doing it.

Selected candidates will get great experience working on real campaigns for real clients.  They’ll get the opportunity to get as much responsibility as they can handle.  Nestled in Fairfield, CT, The Voice is close to NYC, the beach, and a great quality of life.  Candidates need to be bright, motivated and demonstrate ability in the skills required.

Send your resume to info@the-voice.com with a cover letter. Paid and Unpaid (school credit) internships are available.

Seizo

Account Executive/Business Internship Opportunity

April 5, 2012 in Internships

Work with our account team to ensure clients are happy, and have all the information they need to make decisions quickly.  You’re job will be to work with our account executives to keep projects on schedule, on time and on budget.  You’ll learn the ins and outs of account management and be a key player.  You’ll be involved in client meetings, and make sure that nothing falls through the cracks.

Selected candidates will get great experience working on real campaigns for real clients.  They’ll get the opportunity to get as much responsibility as they can handle.  Nestled in Fairfield, CT, The Voice is close to NYC, the beach, and a great quality of life.  Candidates need to be bright, motivated and demonstrate ability in the skills required.

Send your resume to info@the-voice.com with a cover letter noting which internship you are interested in.  Paid and unpaid (school credit) internships are available.

Seizo

Art Director/Creative Internship

April 5, 2012 in Internships

Work with Art Directors to deliver creative concepts including artwork, animation, and interactive content.  This is a creatively challenging role, and you will be asked to wear many hats while helping to craft concepts and full executions.  This will involve creating striking visuals, writing outstanding copy, and exceeding client expectations.  You must be demonstrably well versed in Adobe Creative Suite (especially Photoshop and Illustrator).  In addition you will need some experience with programming (HTML, CSS, js, Actionscript, etc), don’t worry if you don’t have all of these.  If you’re smart, passionate and have some programming experience, we’ll teach you everything you need to know to be successful here.  Our Art Directors are designer-developers who are passionate about creating awesome imagery and have the chops to program as well.

Selected candidates will get great experience working on real campaigns for real clients.  They’ll get the opportunity to get as much responsibility as they can handle.  Nestled in Fairfield, CT, The Voice is close to NYC, the beach, and a great quality of life.  Candidates need to be bright, motivated and demonstrate ability in the skills required.

Send your resume to info@the-voice.com with a cover letter noting which internship you are interested in.  Please provide a link to your portfolio or provide samples of your work. Paid and Unpaid (school credit) internships are available.

Matthew

The Future of Mainframe Marketing

February 8, 2012 in The Ad Business

Mainframe companies pay us a healthy chunk of money to tell their stories. And while everyone is different, we hear the same theme repeatedly: How do we dispel the perception that we’re cavemen circling the dinosaur of Big Iron?

While yesteryear’s dinosaurs are today’s oil, we all know that the mainframe is more vital then ever in fueling organizations’ IT ecosystems. If the mainframes of the world were to go offline tonight, the global economy would instantly come to its knees.

Still, firms are fixated on revising the worldview of our industry.

To change the image, alter reality. Advertising in all its forms — social media, websites, digital marketing, print, collateral, trade shows, etc. — conveys your messaging in a compelling and memorable fashion. It communicates but will never change who you are.

You must be obsessed with evolving. How? Actively develop next-generation mainframe solutions. Go mobile. Create dashboards with great user interfaces. These are just a few examples.

Look at IBM, who spent years and a small fortune making the zEnterprise, a mainframe/server hybrid. Take a cue from CA Technologies, who developed Chorus, which busts silos by acknowledging that users now have cross-departmental Role responsibilities. I know these are huge companies, but instead of looking at how big they are, look at yourself and remember that true growth comes from within.

Do you have to leave your comfort zone? Maybe.
Is it expensive? Not necessarily.
Is it vital to the long-term health of your firm and the industry as a whole? Probably.

We are known as a leading-edge communications firm, but communications is not enough: only you can own your evolution. We can hit home runs for you in bringing your products and solutions to market, but only if you are prepared to “Be Innovative or Begone.” It is the linchpin to all our futures.

Dinosaurs became oil... or birds

You Can Control your Evolution