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Any politics story in msft India.
Hey guys. I have been applying to Amex for the past 1 year. Tried applying on the portal, through referrals and even hr consultants reached me regarding the roles since I have a relevant profile. But not once have I been shortlisted or called for an interview. What could be the problem?
PS: I have gotten calls from every other company for the same profile but not amex. Can't be a problem with the profile. Seems something dicey which I'm not aware of.American Express
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Just speculating but could it be that some of those good ones, like Think Different, Just Do It, or the one that’s resonating with me, Dove’s Real Beauty, just became successful and versatile they’ve been spanning for years?
Also, I guess the big brand thing helps too, or at least the right product / service. Maybe also the context and right timing?
I remember hearing a lecture while in school about Real Beauty’s campaign from this lady who was working on it. It was fascinating to hear, as she told how it came to life and became to what’s now one of the most successful campaigns. I personally believe it was right timing and context (early y2k, when the beauty standards were pretty harsh, well think ‘Nothing tastes like skinny feels’ quote by Kate Moss or Who wants to be next Topmodel with Tyra Banks and so on).
That campaign was something different and finally resonated with us, normal people. Not unreachable beauty standards and ads filled with top models that makes you feel lesser. So no wonder it really raised sales, despite at first it was met with scepticism (that’s the story I heard), and well if it’s successful, I believe it often gets repeated. And sometimes becomes iconic, after many successful campaigns.
Obviously, there’s no expectation that small local brand will get a big brand platform cause of the market size, popularity of the brand, its product, also narrative itself. You may create seasonal a successful brand platform for a local small brand and that might be successful in some ways, therefore it could become a long term one. So I guess in every brief for a seasonal brand platform, there’s a chance you might get a chance to make it. And even it’s not a big brand, you might make it for a small and local one which is still an achievement that might become a long term one for your clients.
You’re right, but size has nothing to do with it.
Brand platforms are much more high level, basically an attitude that underpins the brand for longevity. They should be seen as a branding piece.
Campaigns obviously usually have a much shorter shelf life, and offshoots from the brand platform. Eg. Nike’s campaigns - no matter who or what they’re for - are always connected to the uncompromising ‘Just Do It’ attitude.
When I worked for PepsiCo they thought of brands as two parts: timeless story (not consumer facing and ever green), and timely (current creative platform). The former was written in stone and rarely fucked with. But for what the consumer sees, culture changes so creative executions should too. Brand pillars like values, distinction, etc are forever. There was a whole methodology to develop the timeless brand story and then use it to brief the current creative.