Thinking planners - planning what campaigns are going to be created (strategic planning) Six work at Colenso
Organisers - account service, work with clients to create a brief, such as 18-24 year old males to be the prime market for ice creams because they 'enjoy eating fatty foods.' These people are known as 'suits'
Radio campaign was when you had to call into a radio and scream as loud as you could to win Memphis ice creams.
Using attractive people to sell products.
Production team are the ones who 'make stuff happen.'
Creative team are usually thinkers, problem solvers and introverts. Some however are extroverts, and they end up becoming presenters. The producer then steps in to make the ideas happen.
An appropriate degree is not required to gain employment from Colenso.
'Shop marketing' - when you hand out free samples of food in supermarkets. The pattern of consumer wants is regulated by video cameras, to decide when/how/where to sell a particular product.
Direct advertising - brochures in mailboxes etc
Designer's job is to take a brief and design it they way they imagine it should be
TV/graphics team's job is to edit commercials (post production)
Colenso were the creative team behind the Tree house yellow pages idea- was to prove that the yellow pages could get any job done. The initial plan was to send a rocket to the moon but the process would have been to complicated. They hired a woman called Tracy who was in charge of the whole process of turning a tree into a restaurant. Another campaign was the yellow chocolate. Also the Bleeding Billboard, that would bleed when it started to rain. Deadline Couriers blew up a billboard as an advertising stunt.
Things you end up experiencing in advertising are varied. It makes it an industry full of surprises, with a wide range of experiences.
'V' - 'Ordinary people can do extraordinary things' - this was a campaign which tested the idea that you could play an instrument without touching it. Kinetics were used, in order to allow the instrument to pick up movement to trigger sound. People were hired, such as the same music producer who works with Lorde. This campaign went viral internationally. Also, to promote the brand, workers of the brand would do things such as paint a truck green to familiarise society with the brand.
Ads need to capture potential buyer's attention. They can be humourous or unusual, such as the Cadbury gorilla and eyebrows ad, which made the brand distinctive.
Customers should feel like they have a say when they see an ad. They also need to trust your product and brand. Some trackers track consumers personal preferences, such as sexuality, tastes, 'Trial by Timeline' this got picked up by foreign blogs in Germany and Brazil which made it go viral.
If campaigns are successful, they will most likely be entered into NZ awards. Colenso aim to enter the awards every year.
Pedigree released a campaign which allowed people to watch two completely different movies at the same time. The cinema took over 80% of movie sales at the time. The movie followed the struggles of a sick dog. The lens of the glasses were altered, as opposed to 3 D glasses
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