Indonesia Ad Spending 2013

Indonesia is expected to experience the fastest growth in digital ad spending in 2013, 2014, and 2015 with 71-15% growth year on year. The growth is highest compared to other medias. Digital marketers are starting to see digital channels as a more reliable tool to reach the middle class segment, which acknowledged as one of the biggest chunk in Asia’s middle class segment (Nielsen, 2014). 

<div> <strong> <a href=”https://www.slideshare.net/ArdianAtmaka/indonesia-ad-spending-2013&#8243; title=”Indonesia Ad Spending 2013″ target=”_blank”>Indonesia Ad Spending 2013</a> </strong> from <strong><a href=”http://www.slideshare.net/ArdianAtmaka&#8221; target=”_blank”>Ardian Atmaka</a></strong> </div>

 

Cadillac vs Ford Ad: Talking about Brand Personality

I enjoy how Ford benefits the momentum from the controversy stirred by Cadillac ELR Hybrid Coupe ad. As you probably have known, Cadillac published a provocative video ad to promote its brand new Cadillac Hybrid Coupe. The ad starred actor Neil McDonough as a rich guy doing monologue around his expensive house.

The ad is able to deliver the values of American work ethic and ambition. Neil McDonough describes Americans as “crazy-driven, hard working believers who do bold things like go to the moon.”

He also says:
“It’s pretty simple. You work hard, you create your own luck, and you’ve got to believe anything is possible. As for all the stuff? That’s the upside of only taking two weeks off in August. N’est-ce pas?”

Things get very interesting when Ford jumped in. A month after Cadillac published the ad, Ford published an ad about its brand new hybrid car too. The ad, clearly directed to mock Cadillac ad, follows the same style. Ford decided to use Pasho Murray to do a monologue similar to Neil McDonough. Pasho Murray is a real woman who founded Detroit Dirt, a company that turns waste into compost and sells it to people who want to create urban gardens.

In the ad, she questions why Americans aren’t like other countries who buy locally grown food. She also says that entrepreneurs are those who crazy enough to try to make the world better.

“It’s pretty simple. You work hard, you believe that anything is possible, and you try to make the world better. You try. As for helping the city grow good, green, healthy vegetables? That’s the upside of giving a damn. N’est-ce pas?”

Talking about Brand Personality
Which ad do you like? Both have distinct character and personality. Aside from the controversy, its a nice start to talk about brand personality. Millward Brown created a Brand Archetype Diagram. The diagram helps me picture the many facets of brand personalities.

Brand Personality Archetype

There are 10 personality archetypes: Joker, Seductress, Rebel, Hero, Wise, King, Mother, Friend, Maiden, and Dreamer.

Millward Brown then give example how brands can fit into these archetypes. Apple, for example, is The Dreamer who is creative and different. IBM is The King who is dependable and wise.

In terms of digital, these brand archetypes helps us to create Brand Persona that will be translated into Content Direction. Brand Persona will be the compass when we create contents in many platforms.

I will talk more about Content Marketing probably in the next posting.

Henry Miller is Awesome

The aim of life is to live, and to live means to be aware joyously, drunkenly, serenely, divinely aware. In this state of god-like awareness one sings; in this realm the world exists as poem.

Henry Miller

Aristocratic Code

Saya lagi baca buku “Bobos in Paradise: The New Upper Class and How They Got There”. Bukunya seru banget, tentang generasi baru Amerika Serikat yang naik kelas sosial berdasarkan meritokrasi, bukan dari garis keturunan bangsawan. Di salah satu halaman buku ini, ada kutipan dari Edmund Burke, politisi dan negarawan Irlandia, dari buku “An Appeal from the New to the Old Whigs“. Kutipannya itu tentang code of conduct dari para aristokrat Irlandia jaman dulu. Ini kutipan itu:

To be bred in a place of estimation;
to see nothing low and sordid from one’s infancy;
to be taught to respect one’s self;
to be habituated to the censorial inspection of the public eye;
to look early to public opinion;
to stand upon such elevated ground as to be enabled to take a large view of the widespread and infinitely diversified combinations of men and affairs in a large society;
to have leisure to read, to reflect, to converse;
to be enabled to draw the court and attention of the wise and learned, wherever they are to be found;
to be habituated in armies to command and to obey;
to be taught to despise danger in the pursuit of honor and duty;
to be formed to the greatest degree of vigilance, foresight, and circumspection, in a state of things in which no fault is committed with impunity and the slightest mistakes draw on the most ruinous consequences;
to be led to a guarded and regulated conduct, from a sense that you are considered as an instructor of your fellow citizens in their highest concerns, and that you act as a reconciler between God and man;
to be employed as an administrator of law and justice, and to thereby among the first benefactors to mankind;
to be a professor of high science, or of liberal and ingenuous art;
to be amongst rich traders, who from their success are presumed to have sharp and vigorous understandings, and to possess the virtues of diligence, order, constancy, and regularity, and to have cultivated an habitual regard to commutative justice:

these are the circumstances of men that form what I should call a natural aristocracy, without which there is no nation.

Setelah membaca ini, saya jadi ingat tentang golongan darah biru di Indonesia. Sejauh mana para bangsawan, sultan, raden, raja, pangeran, atau apapun itu gelar kebangsawanan mereka, terdapat sejenis code of conduct, atau batasan-batasan kualitas tentang mengapa, dan untuk apa keberadaan seorang bangsawan?

Jujur aja, saya iri sama Irlandia yang punya aristocratic code sehebat ini.

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Tentang Inside Job dan EkoPol

Kemarin saya nonton Inside Job. Filmnya lumayan seru, tentang Political Economy di financial industry paling powerful di dunia: Amerika Serikat. Topik yang dibahas spesifik tentang hubungan tiga serangkai ABG (Academic – Business – Government) dalam kaitannya ke krisis finansial 2008.


(image: comingsoon.net)

Di film itu dibahas gimana peran tokoh-tokoh di tiga bidang itu buat mendorong krisis yang ternyata menguntungkan buat orang-orang kaya dan mematikan buat orang-orang miskin. Para manajer investasi dari Merryl Lynch, CitiGroup, Goldman Sachs, dll yang sebenernya bertanggung jawab ternyata bebas dari hukuman, malah dapet bonus waktu mereka resign. Tapi orang-orang yang engga tau apa-apa kena dampaknya, mulai dari lapangan kerja yang tiba-tiba hilang, lay off besar-besaran, harga saham jatuh, dll. Para eksekutif dari perusahaan-perusahaan investasi itu bisa dibayar pesangon USD 60-90 juta dari dana pemerintah yang sebenernya dari dana pajak, alias dana rakyat.

Itu dari pelaku bisnis. Kalo peran dari pemerintah AS adalah pengangkatan orang-orang bisnis itu ke jabatan-jabatan penting di pemerintahan. Orang-orang itu misalnya Ben Bernanke dan Henry Paulson yang sebelumnya otak dari gelombang krisis itu justru diangkat jadi kepala Federal Reserve. Pemerintah AS juga “diserbu” orang-orang dari dunia bisnis. Satu senat di kongres dideketin sama 5 lobbyist dari Wall Street buat pengaruhin kebijakan biar lebih pro bisnis.

Nah, ternyata dari kaum Academics juga termasuk. Para ekonom dari beberapa kampus ivy league ternyata juga konsultan kebijakan pemerintah plus senior executives dari perusahaan-perusahaan investasi rakus itu. Hasilnya, seperti yang dibilang sama Dominique Strauss Kahn, Managing Director IMF:

“As usual, the poor will always the one who pay the most”.

Mereka, yang ada di kelas sosial bawah, harus  rela jadi yang paling menderita. Di Indonesia juga begini kejadiannya.

Eh tapi bukan itu poinnya. Apa yang saya mau bilang adalah bahwa film ini bikin saya tertarik lagi sama apa yang dulu suka saya gali, tentang Ekonomi Politik. Kalo kata Robert Babe, Ekonomi Politik adalah tentang relasi kekuasaan yang mempengaruhi produksi, distribusi dan konsumsi kekayaan, pendapatan dan sumber daya -termasuk sumber daya berupa informasi dan komunikasi.

Saya sih tidak tahu apa gunanya saya baca-baca tentang Ekonomi Politik. Thesis saya sepertinya tidak akan menyinggung tentang itu. Bidang ilmu tentang Ekonomi Politik juga sepertinya akan berorientasi untuk menjelaskan atau membongkar fenomena yang terjadi, bukan untuk sebagai panduan bagi fenomena yang akan datang.

Tapi entahlah. Seperti saya suka banyak hal lain yang tidak relevan, misalnya, folklores, mitologi dan sebagainya, seperti itu juga saya suka Ekonomi Politik. Pastinya dalam kaitan ke media studies / cultural studies.

(image: polemarchus.wordpress)

Terakhir, buat nutup tulisan nanggung ini, saya inget kutipan dari Pramudya Ananta Toer: Seorang terpelajar harus juga belajar berlaku adil sudah sejak dalam pikiran, apalagi perbuatan (Bumi Manusia).

Ck… semoga bisa.

Old Projects

Decision making should rely on principal reasons, not practical reasons. Practical reasons may open new doors and opportunities, but principal reasons are the better foundation, especially when dealing with uncertainties.

This made me think to go back to some old projects that have been abandoned, and some topics that have been left out for a few months back. And some books that i havent read.

Sigh… we change a lot, do we? And we’re doing it so fast that sometimes, we often amazed and confused at the same time.