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End of an era, again

Mark Haines

Television news lost something big the day NBC News’ Tim Russert died of a heart attack at 58. Business television lost something bigger with the passing of CNBC’s Mark Haines at 65. Both became giants of their industry, in large part, due to what they didn’t do.

Both were authentic to a fault. They both asked direct questions and hung on to get direct answers for us. It’s said Russert’s interviews could be like talking to a clenched fist. Haines’ interviews, on the other hand, were more of a dry-witted slap-down—but only when deserved.

Tim Russert

Haines’ willful disregard for television’s glamour set him apart visually from the packaged presenters we expect to see. His aww-shucks style, though, couldn’t mask his comprehension of subject. His ability to deliver it to us in terms that bridged the electronic gap made Mark Haines a trusted friend to many who never met him, including me. It’s all equally true of Russert as well.

What’s lost in the passing of these two men highlights the steady erosion of a quality important to television and radio. Compelling content is the byproduct of people speaking directly to us, not down to us; people of standards, who draw a line for principle because doing less would be letting us down. Television seems a little smaller without them. Placing a higher value on trust and respect than on popularity and profits is the stuff of giants, after all.

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Do big budgets beget better ads?

You have no idea how lucky you are to work within a limited advertising budget. More money doesn’t buy a better message. In fact, I’d wager the contrary is more often true: awash with money, the urgency of making each penny count matters less. Seemingly untethered from budgetary limitation, AT&T’s advertising braintrust birthed the following convoluted say-nothing ad:

..

What are they advertising?
What are we supposed to do or believe?

The lockout attempts to mop up the mess by saying, “your windows stuff goes with you.” (I suppose that includes viruses.) I’ve watched it a half-dozen times and still don’t get it. Is it an ad for windows mobile as a platform? Is it an ad for the phone? Is it an ad for AT&T’s mobile service?

Creative’s cardinal rule: one ad, one message.

This one is a train wreck of messages: platform, product, and carrier. The more messages you mash into one ad, the more muddled the message. Instead, keep it clean: Say one thing. Say it well. Shut up.

High-dollar ads like this fail because creativity hijacks the message and focus is lost. Bottom-line sales impact, meanwhile, gets shunted to the back of the bus right next to the customer’s true felt-need.

The ad also fails to show one application that isn’t already mobile without Windows Mobile. Even if you don’t tote a Blackberry, Android (Google), or iPhone, you can twitter, email, surf, etc. on most phones. What’s my plus-up for getting Windows Mobile? Beats me. I only know what the ad told me (or didn’t).

Focus where it matters

Because you probably can’t afford life-sized dancing icons in leotards, you wouldn’t get distracted creating a message like this. You’ll just have to settle for focusing on telling a compelling story based on the genuine felt-need of your customer in a way that more directly leads to a sale.

Those are the breaks when you advertise in the real world with a real budget. And, I’ll bet you didn’t realize it was a lucky break at that.

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Ad countdown to a new president: Reagan

Undoubtedly the best piece of political advertising in my life is this: Morning in America. We're a country of people who believe in our ability to pull through. When Reagan shined the light of hope on the red, white, and blue…. The outcome was inevitable. Reagan and Obama can both be called masterful storytellers. Though their politics flow from different directions, they're proof that a story well told wins the hearts of a votes of a nation. 

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Ad countdown to a new president: Bush 41

George Bush had lots of people to thank for knocking out Michael Dukakis. Willie Horton is high on that list. This ad so polarized voters, there was no coming back from it. Is it fair? Not entirely. Then again, playing fair hasn't been part of politics for longer than I can remember. And, for at least that long the lines have been drawn: Republicans promise tougher punishment, Democrats promote rehabilitation. When Willie Horton hit headlines, the choice seemed obvious.