3-in-1: Create, Connect, Convince by Jorg Dietzel

i just came from a book launch tonight.  The name of the book is Create, Connect, Convince–Fundamentals of Advertising, Branding and Communication.  The author is none other than my professor at NUS, Jorg Dietzel. http://www.jorgdietzel.com/  It was a new experience for  me, my first book launch, my first autographed book, a visit to SMU…(hahaha)…some good food and beer thanks to Jorg’s sponsors.

The book is an interesting one.  Have flipped through already and I guess I would know much of the contents, having taken Jorg’s class last semster.  It is a practical, easy read…with good cases and an Asian flavor to boot.  It is nice that he included snippets of some big names in the industry too: David Guerrero (from the Philippines! Yahoo! He is the head of BBDO in Manila), Andrew Lok (with Ogilvy China, who if I am not wrong spoke to us in class), etc, etc…

Cases include: Australia Tourism (’So where the bloody hell are you?’), Dove, FedEx, Kinetic, Tiger, Adidas, and Singapore Navy to name a few.  My top 3 favorites are:

Australia Tourism/M&C Saatchi
I find it very engaging, and very bloody hell Australian. Hehehe…Being in the tourism industry myself too, <(www.greenearth.com.ph) (FREE PLUG: value for money vacation packages to Cebu and Bohol—safe, lovely, lovely places–beaches galore!)> I find it a very good ad…postcard-perfect pictures with copies on some stuff about Australia–food, activities, places and what have you…and it ends with the famous scribble: ’so well the bloody hell are you?’  I hope Philippine tourism can come up with an equally exciting campaign…something beyond ‘WOW’ Philippines which I personally feel is kinda shallow…the materials used in the campaign are very good though, and I especially like ‘Biyahe Tayo’…but maybe they could come up with something that is actually targeted to none-Filipinos as well.

Ok enough..back to the book…

Another favorite would be FedEx/BBDO, because Jorg discussed it in class and so seeing it now makes me feel ‘ah, I know this’ kinda sensation. FedEx ads just have to be one of the most memorable ads ever.  I love the humor in their ads, and I doubt if any other company in the same industry has come up with something to top ‘We live to deliver’.  Genius!

The third favortite ad would be that of Dove/Ogilvy. Ya, ya…it’s almost like a no brainer right?  It is interesting though that a lot of controversies/issues surround the ad.  Imagine, the same manufacturer (Unilever) campaigning for ‘real beauty’ on one hand through Dove actually owns Axe too?  And boy, if you can see Axe ads its like a 180-degree turn!  All about sexy women, seduction and stuff…as if Axe can actually do that right? Haha, it takes more than that I guess   But if you do happen to have time, dig into the issue.  It’s quite interesting.

So those of you looking for a good read, one that mixes theory and practice well…do look out for the book…and if you happen to sutdy in NUS (MBA) or SMU, do enroll in Jorg’s class(es) too…believe me, you may feel the subject is light but it is actually one of the most practical and useful.

Congratulations Mr. Dietzel!  Will be in the look out for more brilliant campaigns from you!

~ by khristinne on August 29, 2008.