The founders of one of today's hottest, most innovative advertising agencies explain how to ignite the kind of marketing explosions that will capture customers' attention.
Linda Kaplan Thaler, the CEO and Chief Creative Officer of the Kaplan Thaler Group, is the brains behind a host of memorable and highly successful ads, from the irresistibly sentimental "Kodak moment" campaign to Herbal Essences' "totally organic experience" to, most recently, the irrepressible AFLAC duck. In Bang!, Kaplan Thaler and Robin Koval of the Kaplan Thaler Group, currently ranked as the fastest-growing ad agency in the country, offer the kind of out-of-the-box thinking and proven strategies that marketers anywhere can use to create loud, clear, attention-grabbing messages about their products and services.
Presenting an arsenal of "big bang" ideas, the authors discuss how to create a memorable publicity hook and how to design attention-grabbing packaging that taps into consumers' innermost desires. They interweave entertaining accounts of their successes and failures, as well as those of other companies to suggest specific ways to establish an atmosphere conducive to innovative breakthroughs--why having "enough" time to work on a project can be a disadvantage, and why having a small staff in a cramped space is often the best way to come up with big ideas.
Full of colorful anecdotes and inspiring accounts of campaigns that have catapulted revenues and increased market shares, Bang! shows how to create a marketing campaign that rises above the banal barrage of commercials to create a genuine marketing explosion.
Thaler and Koval, the CEO and vice-president respectively of the Kaplan Thaler Group advertising agency (KTG), share the secrets of their marketing success. In business for six years, KTG has created advertising campaigns based on a philosophy of the big bang, defined here as a strategy designed to make a brand explode onto the marketplace virtually overnight. Although the authors' advice is targeted primarily toward businesses and other publicists, the glitzy anecdotal writing is witty and informative enough to appeal to those interested in advertising and popular culture. Drawing on many specific examples of their accomplishments, Thaler and Koval describe just how the creative process is triggered by innovative thinking. The AFLAC insurance company, for example, was turned into a household name when a member of the KTG team realized that AFLAC sounded like the quack of a duck. The AFLAC duck raised the company's profile from zero to instantly recognizable. According to Thaler and Koval, big bangs are achieved in an atmosphere where rules are ignored, organization is compressed, chaos is embraced and intuitive thinking is encouraged. In addition to useful tips, the authors also highlight pitfalls that can derail a potential big bang, such as failing to rehearse presentations or neglecting to do appropriate homework on the company being wooed.