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We live in uncertain financial times
This article written by Paul Gardner, Chairman of Grey Group in Australia, was first published in AdNews on 15 August 2011.
We live in uncertain times … and I’m not just talking about Wall Street. I’m also talking about Main Street and, even, ‘Domain’ Street.
And while the latest financial ‘bear market’ is hardly new news, this latest financial crisis has come with a few new twists which will ensure profound implications on consumer sentiment and spending.
Let’s start with the obvious…European nations’ wealth is crumbling and America’s debt is almost incomprehensible (think 10 to the power of 12!), the equivalent of more than a million dollars a day … since Jesus was born!
Is it a temporary hiccup? Or are we witnessing yet another industrial superpower consign itself to history? Will the US follow the 20th Century demise of Japan and USSR and move more towards commercial irrelevance in a new century defined by the Asian Tigers and their seemingly insatiable appetite for growth (and Australian minerals, fortunately)?
On top of this, we are witnessing amazing scenes of popular uprisings which have roots in the Middle East, noticeably Syria, Egypt and Libya. But it has now spread as far as the UK. It appears that in such uncertain times, the ‘people are revolting’ and demanding stronger leadership with more action and less spin.
They are uncertain about the future and what might happen. They are demanding that someone takes control and leads the way. They are figuratively and, perhaps, literally re-storming the Bastille.
And such sentiment is not just restricted to our political leaders…every brand and business needs to reprove itself and show its relevancy to a community and client base concerned about their future. Will riots in the streets ever manifest themselves into a more silent but just as effective protest in a supermarket? Time will tell … but don’t be surprised if a premium name and price doesn’t command the type of respect and loyalty it once did.
Of course a great deal of blame needs to be fairly laid at the feet of that annoying, pesky, brash teenager…the internet!
Despite the fact that if the internet was a person, it would be too young to drive (well, not without L-plates and a parent on board), the digital revolution is effectively tearing down the way of the old with gay abandon and little acknowledgement to past loyalties and sensitivities.
Let’s briefly consider a few of the more interesting developments that these times have thrown up for consumers and how we communicate with them.
Seemingly caught up in a web of endless sales, constant bickering, strengthening dollars and spiralling rent, on-line sales are destroying traditional retailers as effectively as the looters and vandals currently rioting through London streets.
For some time now, I have put forward the proposition that if your product isn’t perishable and can fit into a box or envelope, you may as well close your store now and save further anguish. And [...]
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JayGrey’s First Work for 4 Pines Takes Home 3 Radio Lions
We’re ecstatic to announce that our first work for 4 Pines Brewery – released on the airwaves just over a month ago – has won 3 Silver Lions at the Cannes Festival of Creativity! Both “Rear Entry” and “Fridge” picked up individual trophies, and the three-spot campaign took home a silver for Best Scriptwriting. Thanks again to the 4 Pines team, and to Plush Studios for making this happen.
Click here to hear the ads.
Jay Furby’s Cannes Diary – last thoughts
First published in Campaign Brief on 24 June 2011.
Jay Furby, executive creative director at JayGrey, Sydney representing Australia on the Radio jury. Here’s his final thoughts on the week…
And as the famous hypnotist said – ‘I’m back in the room’. But don’t look in my eyes. Quite frankly after all the fun over the last few days you would just find a sea of redness.
I, along with a zillion other invaders of this wedding cake town, am suffering from late week disease. The disease common to all here. Croaky voiced delegates roam the streets suffering from all the signs of over indulgence and endless drunken chit chat.
At night others bemoan their lack of a shortlisting over and over again: Advertising boring zombies biting their pound of vitriol out of any passing innocent.
And the tv crowd start to move in, like a huge herd of gucci and jimmy choo’ed buffalo, feasting on the grass of ego.
Yes the symptoms of late weekitus are many and varied my friend…speaking of friends long lost ones, who have travelled to Cannes from distant agencies, disappear in the cacophony of texts and vanish in the Human wave of delegates…never to be seen again.
Public displays of sticky slobbery kisses become more prevalent. The hookers that line the rue de croisette are fewer in number as drunkeness increases their economic short term future.
Enemies hug it out then bring it on once again. Chat up lines become increasingly sophisticated- ” oi I wanna go down the beach with you and screw right now!”
Heads pound. Livers ache. Sweat pours. Tears flow. Mascara drips and voices are lost – Cannes lateweek, not so pretty but still oodles of pot noodle fun.
4 Pines Space Beer
In our first work for new client 4 Pines, we have created 3 radio spots promoting 4 Pines’ Vostok Stout Beer. It was a really fun campaign to work on – many laughs were had all around. Cheers to Jaron and the gang for making this happen!
Space Beer (1 of 3) / Rear Entry by JayGrey
Space Beer (2 of 3) / Fridge by JayGrey
Space Beer (3 of 3) / Dude by JayGrey
UPDATE: We are excited to announce that these spots were just awarded 3 Silver Lions at the Cannes International Festival of Creativity. Thanks to everyone involved!
Jay Furby’s Cannes Diary – Day Two from the Cannes Radio Lions Jury Room
First published in Campaign Brief on Saturday 18, June 2011:
Jay Furby, executive creative director at JayGrey, Sydney is representing Australia on the Radio jury. Furby has just finished day two of judging and writes exclusively for Campaign Brief. Other Aussie and Kiwi jurors will be contributing exclusively to the CB Blog over the next week, so make sure you check in daily, hourly, every minute…
OK so we start the radio judging. 632 spots later and I never want to buy a condom or bald hair cream again and now I speak fluent Spanish with a Japanese twang.
I haven’t heard an Aussie ad (we are split into groups) and feel we are seriously missing a trick.
Luckily we are lying on the roof of the Palais so our tans are growing as the TV jurors turn into flesh-eating zombies. Suffer golden boys we are the ice cream eaters.
SFX: a brain fries as the fifteen mosquitoes singing happy birthday enters my cerebral cortex.
JayGrey Appointed Agency of Record for 4 Pines Brewing
The new collaboration between JayGrey and 4 Pines just seems logical. Take a look from the outside and you see two emerging companies with similar structure, attitude and cultural fit. 4 Pines are renowned for their innovative, award-winning, hand crafted beer – JayGrey for their creatively led, entrepreneurial communications. It doesn’t hurt that both teams love beer.
The first campaign JayGrey will be working on is the Vostok “Space Beer“ initiative, an idea which saw 4 Pines and Saber Astronautics Australia research and produce the first beer specifically intended for drinking in space (whilst remaining a tasty drop here on earth).
Jaron Mitchell, part owner and General Manager of 4 Pines said; “We’re excited about the ideas coming out of JayGrey. This has been our first foray into the world of advertising for our brewery and to date it’s been really successful. What’s more, with our move into a larger brewery and with a growing distribution throughout Australia, the timing seems perfect.”
Jay Furby, JayGrey’s Creative Director said; “It was a great chance to do something interesting. Most beer advertising today, whilst being entertaining, is somewhat generic in style. We decided to break this mold – a decision made easier because of the ridiculously entertaining proposition about the first beer brewed and tested for space travel.”
4 Pines join JayGrey’s roster of brands, which already includes Sensodyne, Panadol, Macleans, Hong Kong Tourism Board, Ribena, Bayer and White King
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Awarded Creatives Join JayGrey
JayGrey is pleased to announce that Tommy & Gav (better known as Tommy Cehak and Gavin Chimes) have joined the growing agency.
Though still fresh to the industry these guys have begun to be noticed, with recognition already coming from AWARD, Caples and ADMA.
Having completed a design degree from College of Fine Arts, Tommy practiced as an object designer before enrolling in AWARD School. There he met Gav, a journalism graduate, working as a social media co-ordinator at Amnesia Razorfish. After teaming up, the two landed an internship at 303 before moving on to M&C Saatchi / Mark.
They commented; “ Jay’s passion for making award-winning ads is contagious. Working with him and the team at JayGrey is an exciting prospect”.
Jay Furby, Creative Director, summed it up; “Most people write comments about how great the people they have hired are, before they have started. Well these boys have started and they are already being great.
“It’s also great to work with people who have all the enthusiasm in the world, for the world’s biggest navel gazing profession and they are unaffected still.
“We couldn’t have hoped for a better team to drive our client’s business forward and make everyday shine.
“If I am wrong I’ll eat their bone marrow.”
Seasoned Professionals Join JayGrey
We are pleased to announce the appointment of 2 seasoned professionals to the JayGrey family. Claudia McInerney has joined the Agency as a Group Account Director and Amy Cadwallader joins as Senior Planner.
“In an increasingly difficult recruitment pool, it’s refreshing to find dedicated and genuinely talented senior people to join our growing team,” said Paul Worboys, Managing Partner. “I know they will continue to drive our business forward.”
Claudia said: “Having worked in multi-national agencies, both here and overseas, I was looking for a career challenge that would build on my experience. JayGrey presented that exciting opportunity.”
Amy continued: “It’s great to be working with true thinkers and people who are focused on strategically sound creative. Intelligent planning does lead to more engaging and entertaining creative – which drives better end-results for our clients.”
Claudia and Amy will initially focus on the recently-acquired Panadol business.
Furby: Stop making mediocre magazine ads
First published in AdNews on 26 May 2011.
Magazine advertising is dominated by mediocre art direction and pre-school ideas, according to JayGrey creative head Jay Furby.
Furby, an award-winning creative who has worked as creative director at DDB Sydney, The Furnace Sydney and Arnold, told AdNews that magazine ads are under-utilised by advertisers who should use the medium to entertain consumers.
“There is no formula for magazine ads, and anyone that supposes there is, is failing to understand the power of the medium that is for the most part under-utilised,” he said.
“What works best is what works best for the product and the target market. But boring is not a solution to any problem. Looking at most magazine ads, it seems lobotomies are quite common practice, judging by what goes to press.”
Furby said magazine advertising needs to strive to be simple yet entertaining.
“It is amazing amongst the clutter contained in magazines that executions aren’t simple and eye catching, rather they hide for the most part amidst mediocre art direction and pre school ideas,” he said.
“The magazine reader is neither dumb nor boring. They bought the magazine for entertainment so entertain them.”
Furby told AdNews that magazine advertising practiced well is “extremely effective”.
“Practiced brilliantly it gives the consumer a reason to buy or keep buying what they love,” he said.
Furby said Diesel was a “heavy hitter” creating magazine advertising that continually stands out.
“If you do ads in magazines that allow the consumer to too easily turn the page you are failing to turn on the consumer to your brand and might as well call it a bland,” he said.
Furby joined up with the WPP-owned agency Grey in September 2009 to launch JayGrey in Sydney. British-born Furby has worked both overseas and in Australia at agencies such as Saatchi & Saatchi Sydney, Lowe Howard Spink and Saatchi & Saatchi Singapore.
