Tuesday, November 29, 2005

Now we're talkin' (Pam)

Okay, so the island in my kitchen is covered in all sorts of ads, web concepts and direct mail concepts. Need a break from looking at it all.

This campaign has been the most consuming of my career. It's been awhile since I lost sleep over work stuff. That's been happening for the past three weeks.

The print is now and forever solved. Done. We've added copy that really drives home the core message...WWF will do the big stuff on climate change that the average Jane can't do on her own. At the same time, it fixes the disconnect between the imagery and the call-to-action.

Like I said, it was tense times, but it's done and we're all alive. Joe Picollo read some previous posts and swears that he's never once thought of punching me right in the head. Perhaps I was projecting. Ha!

(By the way, this is what Joe says in meetings now - "Be careful what you say. She's going to write it in her blog." I've decided to write only what HE says.)

Listen to me when I say that we've got something so huge on the web side of things.

Check out our other campaign sites by FCBi, if you're interested: www.stopthenet.ca and www.donotdrill.ca

You'll see they're pretty cool. But FCBi has taken this new one right over the top with some crazy interactivity that I'm convinced will not only inspire people to donate, but will keep them coming back to the site over and over again. Colour me stupefied by how they come up with this stuff. Must be the brilliant brief we gave them.

And the direct mail. Great stuff. Right on brief, smart as hell and uses personalization in the way it was invented to be used.

In the past we've been a tad, uh, high maintenance when it comes to rounds of revisions on our direct mail. FCB Direct now has us on this coloured file folder system so that we only get three rounds of changes.

Green folder for 1st round. Yellow folder for 2nd round. Red folder for final changes.

Fairly embarrassing, when you think about it. It's like they're weening a third-grader off crack. Very strict, they need to be with us.

So direct mail creative is working it's way to the Green folder now that we've given feedback to the concept. We're working on the data right now, as well.

Waiting on the media plan. Should see that on Friday. Can't wait for that. We have very little money for media and count on the generousity of our media partners to get the creative in front of our potential donors. GM spends more in one day on media than we spend in a couple years.

That's it for now. Sorry for the long entry but there's lots goin on!


Anonymous Anonymous said...

How do you intend to get over the perception that global warming is a bad thing, when it's -20C outside? Isn't "Climate Change" the better moniker? And do you prefer, Andre the Giant or Hulk Hogan?

2:07 PM  
Blogger Pam Davis and Bill Baker said...

Ah ha! Anonymous, you've raised an EXCELLENT point.

Andre the Giant is (was?) simply a freak. He had no personality, no charisma, no je ne sais quois. Hogan would be my choice.

Now, about that "climate change" thing. Many hours were spent on this question. The point you raise was the very point I raised early on in the process and several times since.

It's the agency's position that more people recognize "global warming" than they do "climate change".

We pay the agency for their advice, so we've taken it on this one.

As a matter of interest, I did speak with our research guru at EKOS and he tells me, anecdotally, that people recognize both terms equally and he doesn't feel that the choice of "global warming" is going to make any difference in their understanding of the messaging.

I think we're good.


2:31 PM  
Anonymous Anonymous said...

You seem to have a lot of praise for the people working in FCB's creative department... I'm just wondering if there's any one else working on the creative side you maybe, I don’t know, forgot to mention? Maybe two younger creatives on the account? Both strikingly handsome? Just curious.

5:38 PM  
Blogger Pam Davis and Bill Baker said...

Um...lemme think. No.

9:15 PM  

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