Behind Every Great Brand is a Great Story.

Apple, Nike, Adidas - they all have fantastic brand stories. We connect with these stories and the brands suddenly seem more real, honest and true.

I'm on the California coast at the moment and stopped in at a great little beach shack cafe in Malibu. On the menu was a little background story from the family who own the restaurant. This insight into their history painted the cafe in a whole new light for me (and made the food taste even better! Ok, maybe not). 

Great brands have great stories, does yours?



How To Become A Better Promo Producer. What One Tip Would You Give? 

Becoming a Better Promo Producer With One Simple Tip. 

I’m a lucky guy - I get to work with some of the most talented, creative people in Australia (and the world).
Early this week I thought I'd tap into this well of awesome and pose them a question.

What 1 tip would you give to someone who asked you “How do I become a better Producer?”

Them being a giving and sharing lot, the response was amazing! I received a bucket of tips, all of which are very tasty and have been a blast to read and collate.

In the next week or so (in which I'll be travelling around the west coast of America) I’m going to compile them into some order and share them here. I'm actually thinking of designing a poster out of the tips, something that can be referred to for inspiration but is also easy on the eye. Can’t wait.


What do you think? Do you have a tip to share? Please comment below if you do!

What 1 tip would you give to someone who asked you “How do I become a better Promo Producer?”

Shorter, punchier responses are better - remember I am looking to turn this into a poster!


Also, on another note, I’ll be attending L.A. Promax! (hence being on the west coast of America).

I’m very excited, and the speaker lineup looks very, very juicy.

Are you attending? I’m definitely keen to meet any US readers out there.


A Boxing short film that would make one hell of a TV promo!

Phillip Bloom of recently shot and cut a short film "Portrait of a Boxer".

Simply put, It's a friggin' 2 minute masterpiece! 

Now imagine this was a Boxing promo. Wow, can anyone say Promax!
This is a great example of quality filmmaking that absolutely could work in the promo environment.

Watch it twice.


Mike Relm - The Iron Man Trilogy Re-Mix


Mike Relm is a cool dude.

A San Francisco native, Mike is best known for his audio and video mash-ups, like his newest - the Iron Man Trilogy Remix.

Part director & part electronic music producer, Relm has introduced the world to a style of visual/audio mashups with his unauthorised remix of Iron Man 2 - a video so epic it had Iron Man director Jon Favreau personally hitting him up to make a legit 30sec TV commercial based on the same style. How cool is that.

Here's a remix Mike put together covering the whole Iron Man Trilogy.


This fresh and inspiring style would work so well in on-air promos, standing out and providing some real ad-break entertainment. 
Mike's set the bar pretty high though.



'Pacific Rim' and 'Fast and Furious 6' Trailers Show Perils of Marketing To Converted, or not.


Here's a must-read article which delves into a promo peril we all face - marketing to the converted.

Using examples of the latest 'Pacific Rim' and 'Fast and the Furious 6' trailers, Scott Mendelson of discusses how each of the latest trailer spots do nothing to contribute to their respective movie campaigns.

"Do we really need two full-length trailers (of FF6) that advertise the same movie in mostly the same fashion for the same demographics, with the only differences being which action sequences and plot reveals are divulged in each spot?"

The point he is making is that for each trailer to add value to the campaign it should attempt to sell to a different audience than the last. 

"That Fast and Furious 6 trailer is merely a replay of the first trailer, with no attempt to sell the film to different demographics." 

While this is a valid point (the same thing is often said for TV promos), it is also worth taking a second to questions its merits, as this isn't a one size fits all concept. 

For example, say the trailer editors created a new Fast and the Furious spot to appeal heavily to mothers 40+, tapping into the elements of the film that appealed to them (if there are any). If this happened, the core demographic of men 16-24 would discard the movie faster than a hot dropped pie, and no matter what other promotional material they saw, it would all be tainted with the brush of that mothers 40+ spot.

Now what if it wasn't such a large demographic leap, and the spot instead targeted women 16-24? Same age bracket, different sex. The damage probably wouldn't be so bad, but would the outcome be any better? 
Do you not just end up with a spot that taints the mans perspective of the film, and another that taints the woman's?
Isn't the 16-24 male demographic big enough on its own for this film to be a success? After all, it's not exactly niche.

Demographic carving can work, and Mendelson's position makes sense in certain circumstances, especially for broad appeal programs like Masterchef, Survivor and My Kitchen Rules. These programs are cleverly constructed to contain something for everyone. 

Does it hold weight for programming that is unashamedly targeted to a specific demographic though? Does a film like Fast and the Furious 6 need to appeal to both my mother and my brother?

This is a tactic that is definitely worth considering - just be wary you don't end up alienating your core demo in the attempt to win over a few new viewers.