Should We Still Advertise In Magazines?

With every second person in the marketing industry punting online marketing and social media, and every third person (OK, make it every fourth) pointing to the demise of conventional advertising, who would even think about advertising in magazines?

Well, let’s think. Er, how about marketing managers? Brand managers? Product managers? Sales managers? Media planners? Advertising execs? Business owners?

The reason? Because people still read magazines. And lots of them. Take Huisgenoot: As of 2011, 313 581 copies were sold a week, with around two million people reading a copy. Take its English-variant, You magazine: with 195 821 copies sold per week.

Of course, these are just two examples. There are countless others: Fair Lady, Bona, Cosmopolitan, Drum, Home and Garden , Home and Leisure, Destiny, O, Stuff, Heat, FHM, Golf Digest, Top Billing, Getaway, Men’s Health, the list goes on and on. And then there are the business magazines, like BBQ (Black Business Quarterly), Entrepreneur, Financial Mail and Finance Week. And trade magazines like Engineering News, The Project Manager, Mining Weekly, Advantage Magazine etc.

It’s an undeniable fact: people are fond of their magazines and have a bond with them. Tell your wife to stop buying her weekly Huisgenoot (incidentally, the magazine with the highest readership in the country) and to rather read it online – were it is available online – and you’ll likely go without dinner for a week. Due to the loyalty shown towards magazines, readers in many ways become dependent on them. As with your morning cup of coffee: go without it for a day and you’ll barely survive.

Closer to home – well at home actually: if my wife picks up that her weekly You magazine has not been delivered, she’ll be pretty annoyed. Much like her husband in fact if I see that my daily copy of The Times is not in the post box or that my Saturday Star or Sunday Times are not under the front gate on the weekend.

People like to cozy up to their magazines. Something they can’t exactly do with their laptops (although admittedly a lot of them are taken to bed). And it is this relationship that people have with their mags that marketers tap into. Knowing that if they place an advertisement in someone’s favourite magazine, it will be read – and hopefully acted upon.

It’s similar with business magazines and trade magazines, although it’s not a love affair that people have with them but more a feeling of dependence. As a businessman (I’m a small ad agency), I like to keep abreast of developments and for this reason am an avid reader of newspapers and the Financial Mail. As a mining engineer, or systems analyst, you’ll want to know what’s happening in your industry, and will likely snap up the Engineering News or your favourite IT magazine as soon as it hits the shelf or does the rounds around the office.

Whilst it is common knowledge that we can get all the news we want from the internet and via our smart phones (fantastic that this is so), we still like our magazines and newspapers. And likely always will.
For this reason, print advertising will remain on advertising media schedules. (Despite the fact that readership and circulation figures are largely down from where they were prior to the start of the global recession).

The challenge for advertisers or marketers is of course (as it has always been) to decide which magazines or newspapers to advertise in. There’s scarcely an industry that doesn’t have at least two or three publications targeting readers.

And this is where you need to work with an advertising agency or media planning facility who have the tools to tell you which publications perform better and were you should advertise to best reach your target markets. Brief them correctly and they’ll take the guesswork out of the conundrum: where best to advertise?

Advertising in magazines works. But clearly, it’s just one medium and should always be viewed as part of a communications package. So be sure to supplement it with other forms of advertising: Street pole advertising. Billboard advertising. Radio advertising. Cinema advertising. And, budget permitting, TV advertising. As examples.

And whatever you do: don’t forget online marketing. If you don’t have a decent website that is professionally optimised, run Google Adwords campaigns and partake in social media, you seriously ought to. In fact, advertising in magazines or newspapers should only be done once you’re satisfied that your online marketing is the best it can be.

Need advice? I’m Gerard Kavonic of This country’s smallest ad agency. Take a look at my website or call me any time on 083 444 9888. If I can point you in the right direction, I’d be happy to.

The Streisand Effect – The Goodman Gallery and That Painting

Named after the inimitable Barbra Streisand, the Streisand Effect is taking centre stage in South Africa at the moment what with the hullabaloo surrounding “that painting” currently hanging in Johannesburg’s Goodman gallery (although for how much longer no-one can be sure).

Without getting into the debate of whether the artist is in the right or wrong, whether the Goodman Gallery is in the right or wrong or whether the ruling ANC is in the right or wrong, feathers are certainly being ruffled, tempers are flaring, the media are having a field day and a couple of lawyers are set to make a killing.
The question needs to be asked whether, by shouting foul (and shouting is not too strong a word for it) the ANC haven’t had this whole saga paint them negatively. Instead of quietly requesting the artist and the Goodman gallery to take down the offending painting so as to avoid the issue reaching the public domain, they have come out spitting fire and threatening all and sundry.

The result is that the artist had had publicity he would never have dreamed of, the Goodman Gallery has attracted more visitors that it could ever have wished for, and eyebrows are being raised over the ANC’s militant posturing and general conduct over the affair.

And the latest news of two people walking into the Goodman gallery with red and black paint and defacing the painting of President Zuma has just added fuel to the fire. The fact that the black chap was headbutted while the white guy was largely left alone was certainly noticed, and raised a whole bunch of other questions).

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A crying shame all round. Whilst the vandals were being praised by the Zuma-supporters outside the gallery, cries were being made for the Gallery to be shut down. Of course, this is not just about a painting that offended the ruling party. It’s about freedom of expression, racism, intolerance and at the end of the day, about the polarity and divisions in South African society. Not a nice picture.

The world will look at South Africa and shake its collective head knowing that the peace and tranquility and goodwill that everyone would like to see in this country is actually paper-thin, and that things can go awry here at any time.

An over-exaggeration? I think not. South Africans are generally gatvol. Witness the coming together of people across the colour line against the e-tolls. Witness the displeasure surrounding the “paid parking” saga in Parkhurst and other suburban centres. Witness the frustration and anger around corrupt politicians and metro police who bribe motorists like there is no tomorrow. There are growing signs that the South African public is starting to draw a line in the sand. The frustration is palpable.
On the other side of the fence are those who support the ANC through thick and thin. Those who toyi-toyi outside the Goodman gallery demanding that the artist of the Zuma painting be punished and the art gallery be closed down.

And all because of a painting. Albeit disgusting, albeit crude, albeit insensitive –but a painting nevertheless.

A court case beckons. And you can be sure that the eyes and ears of the world will be on that court case. Whatever the judges’ verdict, the loser will be South Africa. A country with so much potential, with so many good people and yet with so little tolerance for each other’s views and standpoints.

The Streisand Effect is all about the unintended consequences of trying to block something or have it censored. Only to have it come back and bite you. There’s a lesson to be learned here.

How Important is Social Media in B2B Marketing?

This is a question often asked, and in an effort to get a definitive answer (for myself mostly, but also for my clients – many of whom are businesses targeting business from other businesses), I’ve been following with interest a recent post on LinkedIn: “Social media in B2B marketing – does it work? Convince me…and let me get my web person off my back!” I’d like your opinion on social media in B2B. I run a successful marketing & design agency in central Scotland – providing services to businesses, large & small – but here’s the thing. My web person is bugging me to better u§tilise Social Media and I’m not convinced it is the best approach for B2B. Is there anyone out there who can convince me otherwise – so I can put this issue to bed – once and for all!

As a post, it has generated an interesting debate from both sides of the Atlantic . The thread continues to this day, with all sorts of people entering the fray. I have taken a few excerpts from a selection of responses for the purposes of this article:

“I think social media marketing will eventually be proven to be scientifically effective. How much one wants to bet on an unquantifiable channel is up to one’s individual risk tolerance. To me Social Media Marketing investment is like, religion heaven and hell, you should behave like it works/exists in case it actually does, but not to an extreme”. Posted by Mark Sullivan

“My company began investing in social media in early 2011. In around 8 months we began getting calls and e-mails from potential clients (all B2B), who specifically told me that they had found us online and been impressed by what we do in social media. Currently approximately 4 out of 5 qualified leads come from online sources (and the 1 out of 5 mostly from recommendations by existing clients). The volume, value and scope of tenders has increased significantly over the past year. I’m not saying that this will work exactly the same way for every B2B company. But it’s still real-life proof that social media DOES work in a B2B setting”. Posted by Kaisa Hernberg

“Wow, Janice, dozens of comments, so I’ll keep mine brief. We’re also a marketing services agency, 100% b2b focused. We’ve won business through social media, and so have our clients. So yes, it can and does work. But it has to be done well and for the right reasons, and of course it shouldn’t be done instead of other communications, but alongside them in a fully integrated campaign.” Posted by Zoe Wilkins

“I have a number of clients who swear by Social media, and they are all businesses targeting other businesses. So it can, and does work. But to work well, there must a strategy in place….”

“Social Media has all the ingredients for successful business-to-business marketing, and can only get more important over time, but for us, there are still too many question marks. So we will be in the social media space so as to “watch this space”…whilst continuing with the more traditional media types for the present”

“The original topic was whether social media works in b2b. I have seen in practice that it can indeed work and provide value as part of a well-thought-out marketing mix. But I’m not saying that it will be the be-all and end-all solution for all b2b companies on the planet.” Posted by Mark Sullivan

After following this thread for some time, I then sought the opinions of a number of local social media gurus. What seems to be the general consensus is that for social media to work for B2B, there has to be a well thought out strategy in place. This requires, amongst other things:

  • Characterising and determining your target audience(s)
  • Communicating the marketing message: the key to marketing success being providing high quality informative content , and by so doing, establishing thought-leadership.
  • Analysing your strategy regularly

My advice to businesses which have not yet dipped a toe into social media waters?

  • Firstly agree and develop a social media strategy with a social media strategist, and once done:
  • Set up and populate a Facebook page (which you should update regularly)
  • Complete a LinkedIn profile (ensuring that it is married to your business goals)
  • Join “Groups” on LinkedIn (and become a regular contributor)
  • Produce a video (or series of videos) which should be uploaded to YouTube
  • Blog regularly from your website
  • Embrace Twitter (by tweeting what you think will add value to those following you)
  • Consider advertising on LinkedIn (for a pre-determined period)
  • Consider advertising on Facebook (for a pre-determined period)

If you do these, you’ll have taken your company into the world of social media and positioned yourself for the future – knowing that the social platform can only evolve and develop to be more embracing of business generally.

I would also recommend the professional search engine optimisation of your website and the implementing of Google Adwords campaigns, for as much as the Facebooks, LinkedIns, Twitters and YouTubes of the world are important, Google is still king and home to most online searches.

At the end of the day, whilst social media is important in B2B marketing (and poised to become even more so), it is at present just one marketing platform and needs to work in conjunction with conventional advertising media ie outdoor advertising, magazine advertising, online marketing etc.

So, as a business reliant on business from other businesses, it’s advisable to continue advertising on traditional platforms – but just to add social media to the mix. That’s if you don’t want to get left behind, that is. Whilst your phones may not ring immediately, you’ll increase your awareness in the digital space and increase the chances of them ringing in the future.

Why a Company Watch as a Corporate Gift?

Whilst giving corporate watches or company watches (they’re really one and the same) as gifts to clients or staff members is not a new idea, it’s one that seems to have gained traction over the years. And maybe because traditional corporate gifts, like bottles of wine, have just lost their sparkle.

As an advertising agency, I am from time to time asked to source corporate gifts with a difference – and very rarely do I find anything to get excited about. Paging through corporate gift brochures and catalogues is an exercise in frustration. There are so many of them and what you see in one, you invariably see in all the others.

Even promotional gift companies who promise to source you something “exciting and different” disappoint. Maybe I’m just too demanding, but African wired products, carvings or biltong cutters elicit the same response as bottled wine – a large sustained yawn.

This probably explains why my wife is kept so busy. She bakes what she calls “corporate cupcakes” (essentially cupcakes with a logo on) and judging by the interest she gets from promotional companies, event management companies, corporates, hotels, guest lodges, ad agencies and the like, she’s clearly onto something.

What this tells me is that many companies are looking for gift ideas that are different from the norm, and to me, corporate watches (and my wife’s nicely-packaged cupcakes of course) seem to fit the bill.
In fact, just this morning I asked for a collection of company watches to show my clients, which I now have in my possession. The consultant who dropped them off told me that demand for branded watches has increased substantially over the last year or so, and they are starting to get repeat orders from companies in all sorts of sectors – although South African vehicle manufacturers seem to be the biggest purchasers.

It seems that car manufacturers are either giving watches to purchasers of vehicles as a token of appreciation, or selling them in dealerships or on online stores to generate additional income.
Brands like Landrover and BMW seem to really like the idea of corporate branded watches, judging from the number of samples in my possession, which are nicely designed and convey real quality.

Branded watches don’t come cheap however. Which is why you wouldn’t typically hand them out to your secretarial staff on Secretary’s Day, or to your workers on Worker’s Day (unless you’re overly generous). A decent corporate wristwatch these days will set you back a good R450, but they’re quality timepieces – most times, Seiko or Citizen – that come with a three year warranty.

What companies may like about these watches is that they can be designed to their requirements – with a face and strap of their choice. Want a green leather strap with a logo in the centre of the watch face and the hands in metallic green? No problem it appears. On request, an in-house designer will supply up to six different designs for your consideration, and only after seeing to any required changes you may have (and presumably the payment of a deposit), will they commence production. There’s a minimum quantity order (fifty at the time of writing) and an eight week turnaround from approval of artwork.

Company watches can be given to loyal customers, long-serving employees, members of the board, members of clubs or organisations, as anniversary gifts, Christmas gifts and at product launches, performance awards, fundraising events, exhibition and trade shows, name it.

At R450 a pop (and upwards), branded timepieces should be of interest to you if you’re looking for something different, and have the budget available. Call them what you will – branded watches, corporate watches, company watches, watches with your logo on – they’re sure to be appreciated more than the commonplace corporate gifts out there.


What Makes Someone A Good Copywriter?

In my twenty seven years of copywriting, I have worked in a number of top advertising agencies in Johannesburg and worked alongside many good copywriters.. What is clear is that those copywriters who continuously produce good work are those who are truly passionate about their craft and who love writing. (In fact, I’ve never met a decent advertising copywriter who doesn’t have a draft novel in a drawer somewhere). A good copywriter doesn’t just bash out copy: he or she crafts it, hones it, re-looks it and writes it over and over again until one hundred percent happy with it.

Many a night have I tossed and turned through the early hours because a paragraph or a sentence in an ad I’ve written doesn’t read well. Whilst this may come across as being obsessive, it’s the reality – and I can only put it down to my being demanding on myself. Maybe too demanding. But this is the kind of passion I’m talking about.

I have always believed that copy not good enough for me is not good enough to present to a client. And I know a number of copywriters in Johannesburg who think the same.

“Copy not good enough for me is not good enough to present to a client”

Unfortunately, there are others who churn out copy like there is no tomorrow and, come what may, the first draft is – to their mind – always good enough. One can see this from a mile away; there are typographical errors, the copy doesn’t flow, it doesn’t read well, it rambles on and on – and most times, there is insufficent “sell”.

And copywriting is all about selling. Be it hard sell or soft sell, we write copy to either reinforce behavior or change behaviour and whatever the product or service, it is the task of an adverting copywriter to do this. It doesn’t matter if it’s a brand of peanut butter, the latest make of cellphone, a ticket to a Lady Gaga concert or a drive to use less electricity, advertising copy must be persuasive and written in a way that communicates the goals of the brief succinctly.

This takes experience, and a junior or lightweight copywriter may find the task difficult.
The heavyweight copywriter will find it easier. We’ve written so many ads over the years, for so many different products or services, it becomes second nature.

As a rule of thumb, a copywriter should always be to the point. Brevity is the new guideline. Today, people do not have the time to wade through long copy. (Which is a pity as paging through advertising award annuals of the 1980s – in my opinion, the decade that produced the best advertising of all time – great newspaper or magazine advertisements were made greater through intriguing, informative and well-structured writing, much of it lengthy. The copy in these ads worked a charm; sucking the reader in through a terrific headline and absorbing him or her through body copy that was superbly written. These were the heady days of David Ogilvy and other gifted copywriters).

These days, we see more and more ads with a visual communicating what long body copy used to. We see short snappy headlines. And maybe a paragraph or two of copy at best. All the more important therefore to have this work as hard as it can.

Due to the internet, consumers these days suffer from information overload. There are just so many advertising messages one can input on any given day.

That is not to say that I don’t write long copy ads from time to time. Some products and services need to be explained in detail. So there are no hard and fast rules here: as copywriters, we have a gut feel for what and how we need to write.

Long copy or short: the recipe for successful copywriting is to write with passion – regardless of whether you’re writing a TV ad, a script for a radio commercial, a newspaper ad, a billboard, a website or a brochure.

Back to my headline: What makes someone a good copywriter? Two things: passion and experience. The first is inbred; the second, unfortunately only gained over time.

Fedbond Needs To Revisit Its Radio Ad. As In Yesterday.

FedGroup There is always some pretty amateurish radio advertising around, but the Fedbond ad that’s been flighted for what seems an eternity now truly takes the cake. You may have heard it: it’s the one that goes “nyum nyum nyum nyum nyum nyum” which is ostensibly the sound of inflation taking a bite out of one’s savings.

It’s childish stuff and the marketers at FedGroup need to question whether the commercial is doing the job intended or whether (more likely) it’s proving damaging to the brand.

I have written before about the dangers of alienating your target market through bad advertising – admittedly after this radio commercial commenced flighting, but really,
this ad is plain silly.

Advertising is costly (regardless of whether you’re advertising on TV, in magazines or newspapers, on billboards or on radio) and when you consider that bad advertising costs just as much as good advertising the question needs to be asked: why take to market something that is patently below par?

The marketing company responsible for Fedbond’s advertising stands accused. If this is the best it can do, it’s a pretty poor show. (Mind you, one can never be sure who came up with the idea: if it were the client, it certainly wouldn’t be the first time that a marketer has come up with an idea, thought it absolutely marvellous and summarily instructed its marketing agency to get it made. But if this were the case, the agency should have stood its ground and talked the client out of it).

Radio advertising in South Africa is often criticised and there are justifiable reasons for this. For some reason, it’s an advertising medium that copywriters seem to battle with. The result invariably are ads that either try too hard, attempt humour (and fail) or just fail to connect.

As copywriters, we love to write ads for TV, we love to come up with clever headlines for billboards and we love to come up with great ideas for newspaper or magazine advertisements. The moment we’re briefed to do something clever on radio, the shutters come down and we can’t think of a decent thing. (Well, some of us copywriters anyway).

Fedbond’s effort (a bit of a dog’s breakfast if you’ll excuse the pun) gives radio advertising a bad name, and the ad critics, if they needed it, even more ammunition to shoot at the advertising industry.

The bottom line is that Fedbond participation bonds may well be a fantastic investment delivering outstanding returns, and may well be the answer in terms of countering the negative effects of inflation. To listen to their ad however, one wouldn’t think so.

Because financial services advertising is serious stuff, I would have suggested a serious “tell it like it is” scenario, showing just how damaging inflation can be from an investment point of view. I daresay that there must be a number of professional and noticeable ways of communicating this.

Take it off, I say.

Vox Telecom’s Street Pole Posters. Anyone Give a Hoot?

Vox TelecomYou would have seen them: a series of street pole posters in the middle of the M1 North Highway, between Vox Telecom’s Head Office in Waverley and the Melrose Arch business precinct.

The posters read : Hoot if your blood runs green.

Now without sounding flippant, I honestly don’t think anyone gives a hoot. And doubt very much whether anyone will EVER hoot.

As a Vox Telepreneur (dealer) myself, I think that the good marketing people at Vox need to replace this message with one conveying tangible product benefits – and there are many. For the uninitiated, users of Vox products (the Vox Supafone for instance) can reduce their monthly telephone bills through the making of cheaper calls to cell phones (just 96c per minute to either MTN or Vodacom numbers) national numbers and international numbers – plus they can earn a rebate of 15c per minute on every call received on their Vox 087 numbers. (Similar benefits apply to Vox PABXs and switchboards).

Now these are tangible benefits. Especially to a populace battling to make ends meet in what has become a never-ending recession. Therefore, why not trumpet these benefits loudly and clearly?

The point is, many products these days are parity products offering only perceived benefits. There are not that many when you come to think of it that provide real benefits, such as money back in your pocket.

Yet this is what Vox products do. So why beat about the bush with something like “Hoot if your blood runs green?”. It sure beats me. As The Star newspaper proclaims, “Tell it like it is”.

But to be fair to the marketers at Vox (decent people if there ever were), the company has been advertising widely on TV and Radio and their advertising messages on these advertising mediums are spot on. They’re understandable and benefit-driven. People understand the “You and your ADSL” campaign through the accompanying analogies and as a result it is hard to understand why someone with an ADSL line would NOT want a Vox phone – especially as the product comes with no contracts. (Thirty days notice if you’re not happy and the phone gets collected from you, no questions asked).

Back to the street pole campaign however: the positioning of the posters is awesome. There cannot be too many motorists stuck in the morning traffic heading north to Sandton or Pretoria who don’t see the posters. I have been in this traffic many a time and as the posters are on a bend, they are hard to miss.

But I haven’t heard one motorist hoot in response to Vox’s urging. (At taxis and other motorists maybe, but not at the Vox advertising campaign).

So, to Maggie and Clayton at Vox Telecom: ditch this messaging and replace it with copy that will resonate with the passing traffic.

How about the following?

  • Just 96c per minute to MTN numbers.
  • Just 96c per minute to Vodacom numbers.
  • Cheaper calls to national numbers.
  • Cheaper calls to international numbers.
  • 15c paid to you on calls received.
  • Now have a nice day.

Direct. To the point. Selling the benefits of a Vox product.

You can tell I’m a copywriter.

Advertising on SABC’s Generations Can Cost You Millions

SABC 1 GenerationsDue to the popularity of SABC1’s TV soap, Generations, ad agencies are often asked for their thoughts pertaining to advertising on the program.

Straight to it then: advertising on Generations is prohibitively expensive so if you’re don’t have a budget running into the early millions, flighting a TV commercial during this program may not be for you. Not when you consider that a thirty second flighting could set you back upwards of R130 000 excl VAT. And that’s for just one flighting.

Flight your ad on, say five episodes of Generations and you’re in for R650 000 odd. Could you flight your commercial less than five times? You could, but does it make sense to? Probably not. The reason being that advertising gets taken in over time and that whilst there is nothing wrong with quick advertising bursts, there should be advertising bursts over a sustained period for your intended message to hit home.

So unless you’re a national brand and a big advertiser like Colgate Palmolive, ABSA, FNB, Cell-C, MNet or Vodacom, you’d best look at advertising during TV time slots where the costs are lower.  The likes of Isidingo, Carte Blanche, Top Billing etc are all popular amongst advertisers, and whilst not cheap, deliver the necessary ARs (audience ratings) at a more palatable cost.

This is not to slate Generations in any way. If you have a marketing budget that extends to advertising on this hugely popular TV series, and your product or service is aimed at its viewership, it’s a good buy and you won’t go wrong.

According to Richard Lord, managing director of The Media Shop, who spoke on Jenny Chrys-Williams’s 702 program recently, marketers are attracted to TV programs with large viewerships (measured as ARs). This stands to reason, and Generations enjoys the highest ARs of them all – more even than the 2010 World Cup soccer final.

I’m not sure of the exact figures but something like 6 million people watch Generations on a weekly basis. That is massive, and no other program comes close to delivering this sort of number.

What’s important also is the loyalty aspect. People tend to watch every episode. So if you’re advertising regularly on the program, your product or service stands a  chance of being associated with the program. Always a good thing.

An example of this was Samsung’s advertising on the recently-ended Brothers and Sisters. Annoying it may have been to some, but there was always a Samsung commercial somewhere in the program and people who never missed an episode of the series would come to associate the brand with the program. That couldn’t have done any harm to Samsung as a brand.

But, back to Generations: let’s assume that as a marketer you have the required marketing budget but no ad agency. How best to go about it? My advice is that you contact a good marketing agency (there are a number that will come up in a Google search) or that you contact the likes of The Media Shop, whose services will come to you at no cost -assuming of course that they get to plan and buy your media.

Media independents like The Media Shop (there are others) will negotiate you the best rate to advertise and it won’t cost you a cent extra as they make their money from being paid a media commission from the media owner. (The SABC in this case).

By going though an ad agency or media buying and planning facility, you will also be advised as to the advertising options possible on a program like Generations. Rather than flighting a regular thirty second ad, a shorter duration commercial may deliver more bang for your buck. It will certainly buy your greater frequency. Or maybe a product placement could work better for you.

(A number of locally-produced soaps will be open to weaving your product or service into their storyline to give it more credibility and product placement is sometimes more effective than conventional advertising).

Whether this is the case with Generations however is a moot point as it is a very popular program and you may well have to join the queue. The point being that an advertising agency or media house will be able to do the negotiating for you.


The Good and the Great in TV Commercials

There are some really good ads on TV at the moment,   but my favourite is the one for Heineken. I  wish I knew who shot it and where it was shot, but it’s terrific and one of those commercials that, as a creative person in the advertising industry, you say ”Now I wish I had  done that” Continue reading