What if the product is not the hero?

...but the customer?

Let's face it - most ad campaigns and marketing strategies circle around the product, the service offered or the the new feature of a re-designed something...
But not very often the real hero, the customer who actually buys the product is the center of attention. The men or women who might spend a lot of money on your product should feel special and pleased. Especially these days where social media and social marketing is more important then ever. We all have our own second secret life online. We 'check' this world every morning...most of the mornings without even saying good morning to our loved one right next to us...but this world needs attention and more important it gives the attention we need right back. So by using the customer as the center of attention, companies come even in the print media world very close to do social media marketing.

This morning, after a fantastic run (not that I am runner by passion but the scenery makes it easy to get up and move) through the Marina, along the beach and Crissy Fields, back through the pristine Presidio, two fried eggs with jalapeños and tomatoes, made by my husband, were waiting for me and also the New York Times...yes, after our move from the east cost to the west coast we kept this 'reminiscence'...with its TMagazine and it made my morning.

After some weeks now without communicating with you - there was nothing worth talking about - I finally saw an ad that is worth talking about which immediately caught my attention: Helmut Lang Parfums!

I was surprised to see that someone had the gut not to use the product as the hero. And how delicate, sexy and sophisticated this neck looks...so strong.

The story of the Helmut Lang fashion house is a testament to the transience of fashion. Founded in 1986 by the Austrian designer Helmut Lang it became soon one of the key players in the fashion industry...but already some years later, at the beginning of 2000 the house has been sold to Milan-based fashion house Prada,
the designer was loosing more an more rights and the popularity of his designs started to wane. Fragrances were introduce that same year. In 2006 LTH (Link Theory Holding of Tokyo) acquired the brand for an estimated EUR 20 million.

The perfume line "Cuiron" composed by Françoise Caron and the Eau de Cologne created by Maurice Roucel have managed to achieve an almost cult status. After nearly a decade out of stock they have returned - leathery, woodsy, resinous. Buy all three, line them up on your dressing table and fall back in love with long-lost olfactory flames. Helmut Lang Eau de Parfum ($185), Eau de Cologne ($185) and Cuiron ($165) available at helmutlang.com.
By smelling them you can understand why I am so happy to have them back...

Photos: Helmut Lang 200 ad campaign directed by Marc Atlan from Design Boom and produced by Petronio Associates.

An explanation but not an excuse….

Dear friends and fans of .Creative New Ideas,

the last weeks and months were a little chaotic but very interesting, inspiring and challenging!
I would like to apologize first and for all, that I disappeared for some days without notice.
As many of you have guessed right…yes, we moved to the lovely paradise San Francisco.

Years ago, when I visited for the first time this city was too hippie, too hang loose and too far away from Europe.
Now, after more then 7 years later, after the experience of more then a year of full-time-living on the UWS and getting to know the day-to-day insanity of Manhattan…

OMG…I LOVE the West Coast!
It is impossible to explain to you why - you will have to experience it yourself: come and visit!

But I feel like I owe you an explanation: I was out of touch, because of our bi-coastal move and because of my new job I started. Since everything is super fresh I will not go into details, and because you already read this…look out for more news soon!

Throwback Thursday

Not only that this ad 'threw me back' into my sweetest memories of some gorgeous summer days out East, or it made me realize how easy and simple good marketing can be - but it also opened my eyes and made me acknowledge what you can accomplish as a family.

Have you heard of Imrie? A fashion brand, a beach lovers dream come true and an inspiring family story!




Their core values combine all of my 'make-me-feel-good' attributes my life needs:

   



live     love     swim     smile     dance     laugh     travel     enjoy

Their collection for a life on the move and mostly at the beach, this amazing and a bit crazy Scottish family of seven, combines all my personal endeavors. They travel most of my beloved locations and share my passion for easiness. Pippa the mom, with her three daughters Tamsin, Caitlin and Lola founded the business in 2005 and opened their first retail location in Westhampton Beach, NY - where Lola went to high school. Soon Paia (Maui, Hawaii), Montauk, NY and St. Barth followed. The globetrotters have called, London, Maui and Long Island their home…now kind of establishing some roots in East Quogue…kind of!

'We shop for the store like we're shopping for ourselves. It's our ideal closet.' says Lola. They also support friends and local designers like Amagansett-based jeweler James Colarusso or Acacia Swimwear, designed by a childhood friend from Maui.

The reason why this new brand got my attention is a simple ad trick: book your campaign where you want to be seen and sold. The Hamptons Magazine (the Peter Max issue June 27 - July 3) was the perfect choice. The summer had just started, people were eager to drink a sip of a nice rose and party with friends at the beach.

The tricky part in people magazines like this is to get awareness. Everybody that is been featured in those magazines needs attention and they do everything to get it. Every party guest is looking unbelievably sexy, landscaping is perfect and the catering is not from this planet…IMRIE just used exactly this surrounding in a perfect way: a throwback! Look at the ad, shot by photographer and brother Max Imrie:

The ad is placed next to the coverage of one the most important kickoff parties of the early summer ('Gotham and Hamptons summer kickoff') with more then just one good looking couple! IMRIE choose an image of a girl, young and innocent, with a killer smile and with a 70ties style to it. The ad doesn't compete with the perfect celebrity world - it ads something to it!

The smile is pure joy, the colors are pure nature and I would like to join her on this boat in a second…if that is not possible, please please let me buy this bathing suit!

IMRIE - Mission accomplished!

Btw if you haven't recognized her: the girl is Lola. The three sisters model for their own brand in the most natural way I have ever seen.

If you want to get to know this incredible family a little bit better and get a feeling for their values and designs, have a look at this awesome 'behind-the-fanily-scen' movie from Max or go to their Facebook page!

Internationally national or nationally international?

I am very, very sorry that this post - even though the headline kind of triggered it - is not about the World Cup. It should be, since all of my extended family members can barely sit down during a game and are so enthusiastic about each and every little detail.

Although the last game…against Brazil…I truly feel very sorry!
That was not meant to be….

But now back to something that I am carrying in my heart as deep as the love for 'Fussball': brand positioning and marketing strategies.

There are brands well known in the Western World, some are just known in Asia, some are recognized and bought internationally and some are only known by connoisseurs. So, the world of marketing is diverse and difficult - the needs, customs, traditions, … all is different in every part of the world. Especially when it comes to ad campaigns - the world looks different!

ALL brands advertise with their target audience in mind, but of course ALL of them want to grow and reach more customers with their campaigns. So you have to think outside the box…and that means thinking outside your target group. Therefor they ALL need to 'speak' the international language of advertising.

One brand that I grew up with is very well known in Europe. Founded 1967 in Stockholm, Sweden: Marc O'Polo
Now (since 1968) based near Munich, Germany. They started with a unisex sweatshirts line in 25 different colors, but soon broadened their product line. The company made 404 million EUR profit in 2011/2012 with clothing for men, women, kids and with accessories like eye-wear, fragrance, shoes and home decor. A very nice successful story...


But back to their advertising strategy - don't stay local go global!

They realized this with one of my film heroes I got introduced to by my husband years ago…Jeff Bridges! The coolest guy on earth (if you know the movie 'The big Lebowsky')!
This Munich based company…really?!?!?! Yes, had the guts to commit him to this campaign. Who knew if it will work? Who knew if people outside Europe will be attracted by this (because honestly, the consumers 'at home' in Europe will buy into this celeb' idea anyway, but new international customers?)?

It worked...

Now, they are fully investing in this idea:

Someone, even closer to my heart - since strong women are unbelievably sexy, confident and good looking - was 'committed' by Marc O'Polo: Uma Thurman…what a coup!

Isn't it nice to dream big and think out side the box!?!

Make it personal

I am so sorry to be a little out of touch…there are several reasons for it:

First an for all, we are on the move - yes, again! Some friends already asked if it make sense to save our new address for the obligatory christmas card - yes, PLEASE !

Reason #2 for being out of touch is: thanks to very generous friends, we were able to survive once again the hassle of moving by staying in Paradise, Super Paradise! And as you can imagine, writing and focussing next to a pool and a cool rosé in hand is nearly impossible.

Last but not least…after a week in limbo we arrived at our 'final' destination and as you can imagine: so many things to do in so little time. Where we moved and what my family is up to...later in more detail when it's all done ;-)

Nevertheless, when somethings crosses my way that is worth blogging about…I have to!!!

I started this post next to this gorgeous designed pool with the Gotham magazine on my lap because I saw something that always mattered to me while actively working in the international marketing world for luxury brands - BRAND PERSONALITIES!

Advertise with the people behind the brand, who design and manufacture the product and then load the image you want to create up with emotions and stories behind the face…this is smart and priceless.

Restoration Hardware did this in a very smart and sophisticated way. They had Will Wick, a San Francisco based designer and art dealer, dad of four, sit down with his Aero Rivet Dining Table and Teardrop Glass Filament Chandelier for an ad.

His body language is so self-confident, that you first look into his hypnotizing eyes before realizing which product is actually advertised. It is not about the brand at first. He even leans towards you and not towards his design, so that you are drawn into the ad immediately. At that point I was already curious to find out more about Will and what the story is behind the cooperation between those two brands.

I always was a big admirer of all the Restoration Hardware products. A very good longtime friend of my husband introduced us to the brand when we visited him in his new apartment on the Upper West Side of Manhattan. At that time we still lived in Germany and it was impossible to have those furnitures shipped for a reasonable price. But once we moved back to New York, the first 'thing' (I am reluctant to call it a thing…), the first furniture we ordered was a beautiful couch from the Cambridge collection.  I have to admit, that one of the pieces that made us feel homy immediately at our new place this time was this couch - we still love it.

Will usually spends his time outfitting other people's homes and businesses. But he also opened up a retail-oriented shop in San Francisco were he sells pieces and furnitures from around the world. Battersea is a place were you can find inspiration and everything from a cast-iron table to a African tribal hat. "I like to give antiques a more contemporary look". This statement from Will is for me the best proof why Restoration Hardware and Will Wick are a perfect fit.

Next up for Will is a furniture collection he has been working on for a while now. It is going to be one of a kind, bespoke and sexy pieces for his clients. "It is affordable so clubs can order say 12 of these sofas and not break the bank. It also safes them from buying vintage ones that fall apart." Smart man.

And now to make it even more personal…can you guess where we moved to?

The brand with the perfect color code...

It is truly amazing - no other brand is so consistent and reliable when it comes to its CI! The color of the boxes, the bags, the pouches, even their catalogues!

Years ago….and I have to admit it was YEARS ago… I received one of those famous turquoise bags, with a turquoise box inside and a turquoise little velvet sack with a turquoise note…I did not open it right away but I was nervous - right away. It turned out to be a silver heart shaped key ring engraved with my initials for my first car…puhhh, yes - no engagement ring, no proposal from the wrong guy!

But isn't it funny and very interesting - I haven't even written down the name of the brand or told you more details then a color…but you already know, right!? You knew the second you saw the box, that I am about to blog about the biggest branding coup ever - Tiffany!

The New York jeweler, founded in 1837, calls the color 'Tiffany Blue'. It was the color the first catalogue was printed with and it is protected by a color trademark, of course. I just received the current 2014 issue and love it - but why was it was sent to ME!?!?
Dear Tiffany, here is just an idea or maybe take it as a suggestion: Address your mailings to 'the partner of…' ;-) !

But when it comes to recognition is not only about the color code! The typo, the look, …. all this falls into count when a brands builds up its recognition value.
A little test of your imagination and knowledge of the luxury fashion industry. Have a look at this smart way to advertise - without scrowling down - and tell me for which brand this is!?

This is so remarkable! Well done! My absolute favorite and adored photographer Peter Lindbergh did once again something unexpected. This is so inspiring and a new twist to the marketing world: expect the unexpected!

Luis Vuitton's spring campaign, titled 'Spirit of Travel', was shot in South Africa. According to WWD the scene of Karen Elson, the model reaching to offer the giraffe some leaves was not even manipulated but actually happened.

Isn't that something!

But the mother of all CI's is and will always be…….another cowboy ;-)!

Thanks to my little sister - she inspired me (or kicked my a…) to go out there more often and take in more of the real world surrounding me. Thanks to her I went to the MoMa here in Manhattan. This museum is one of my favorite places to get inspired and to fire up all my creative ideas. I became a member a year ago but haven't had time to go there as much as I would have wanted.

But back to the topic - branding and CI. After all those years in Marketing, I was reminded of my roots in this world by this painting (unknown artist). All I know about branding, I learned the hard but very fun way @ my first employer Philip Morris. 

So for me, this is the mother…or better the man of all CI's:

..or am I wrong ;-)

Lady Gaga for Versace or Versace for Lady Gaga?

I was confused, very confused when I saw the Versace ad in the February issue of the W magazine. The campaign was already launched last year but it still causes a lot of controversy…not that Lady Gaga is shy about that, but in this case … ?
There are two different and not so different topics to talk about.
But one creepy step at a time!

So and so often brands 'use' celebrities to market their products. This is nothing new to the marketing world. It is usually the easiest way - although not the cheapest, those VIP cost a fortune - for companies and their brands to get a high PR value for events, to get a nice press coverage when it comes to product launches, etc… . Usually it works just fine; it is a win win for both sides. Celebs need to appear as often as possible to market them selves and the brands need to be talk of the town as well. But there should be no confusion on which 'name' is the bigger one or maybe even a fight over attention!


So you tell me - does this ad promote Lady Gaga or Versace?

And is this look-a-like still a brand by its own?

Who copies whom?











Donatella Versace and Lady Gaga have a lot in common. They are both leaders, on top of their business, strong women with the affection to create. They share the love for self-transformation and wild cloth. But there is a lot more as Lady Gaga admits in the latest interview for Fashion Magazin:

"I don't always have anyone to look up to. It can be kind of lonely because you know some people have been very accepting of me as an artist and some people haven't. Seeing where Donatella is and how far she's come and continues to go makes me feel like I have a role model. I have somebody I can look up to and say 'I can be that' or maybe I can at least try."

So maybe it is a little bit like 'mother and daughter'???
BTW - Happy Mothers Day!

On a side note: There are also 'other' pictures flying around in the online world. It looks like someone has gotten their hands on unretouched photos of the shooting. Lady Gaga's wig is yellowish, her knees are full of bruises and there was basically no make-up used. So one wonders if they did it intentionally to photoshop everything later?
I have to admit that I am not the biggest Lady Gaga fan but her creations and her perfectionism when it comes to her stunning public appearance are beyond everything the pop/art world has seen so far. Could this be true? Or another smart PR trick?

60 things you probably didn’t know about New York City!

I will not look into all 60 in detail…but I wanted to sweeten your week with my favorite ones!

#7 Everybody in the entire city who was moving apartments had to move on May 1.

I was shocked when my husband told me that our landlord gave us 'only' a two year lease - we just moved in. Really we have to do this again in two years? But until World War II it was even worse…
Can you imagine the whole city playing trip to Jerusalem?

#16 On November 28th 2012, not a single murder, shooting, stabbing or other incident of violent crime in NYC was reported for an in tire day. The first time in basically ever…hopefully not the last one!

#20 There is a birth in New York City every 4.4 minutes. So is OB Gyn the second most wanted career in New York after 'being in finance'?


#27 In nine years, Madison Square Garden's lease is up and it will have to move. I wonder when the Statue of Liberty will have to be relocated to make room for apartments?




#29 It can cost over $289,000 for a one-year hot dog stand permit in Central Park….I will never argue with you guys over a three dollar bun again, promised.

#32 There are fake buildings in the city that are used for subway maintenance and ventilation.

#54 It would cost about $17,000 to take a cab from NYC to L.A.

#59 The price of a slice of pizza and the cost of a single ride on the subway has been nearly equal for the past 50 years.

If you want to see the full list go to BUZZFEED.
Have a great week here in New York and everywhere else!

Adam? Who the f… is Adam?

I just got back from two amazing weeks in Europe…some skiing, some QT with family and good old friends AND a tone of errands.

Living in more then just one country is exciting but strenuous.  I have no idea how you international people deal with all the stuff that needs to be done in days what usually takes months!?! If you know the trick, please let me know.

But since a lot of traveling also gives me the chance to get inspired, to think outside the box and get access to great new international ad campaigns, I am reconciled with work and play.

While having a fantastic afternoon at a friends house in Germany, the kids were playing nicely together and with some coffee, prosecco and apple crumble on my side I briefly mentioned my blog and my friend's response was: 'Ahhhh, here is a campaign you have to see!' And yes - she was so right…

Is this a campaign for a brand new designer? Is this a spring shooting for some fashion magazine? Is this an ad campaign for a car? This ad campaign does not even look like a print ad, an editorial or a media campaign nor a product placement. What is it?

The fairly new Chief Marketing Officer at Opel, Tina Mueller did something unexpected, innovative and very creative to turn around the not so fresh image of this German car manufacture.

You need to know that a change of the Opel image into something cool and young would be comparable to something like... asking Jude Law out - not impossible but… 

Tina started her career at Henkel and was known as the 'shampoo princess'. She knows how to foam not so sexy every-day products in a glamours look and feel. But a car - this is a mens world!

Together with Kerstin Schneider, the ELLE fashion director, Tina kicked of a new area of car talk. They used matching color codes in a very smart and creative way to underline the range of the different new car finishes. Top model Katrin Thormann wore different looks and different designers like Rosie Assoulin, David Koma, Cedric Charlier or even Lavin. Every little detail played its roll to underline the idea of having a fashion shoot and let the little car be part of it in a very natural and sophisticated way. The campaign was also published in February in "Harper's Bazaar" and "InStyle". And here is the making-of-video…enjoy!

Not so sure if the newest approach is the right path (or autobahn) to take? Opel's lead agency Scholz & Friends even said it themselves: 'This is the biggest turnaround challenge in automotive in Europe.'

Btw Opel is owned by an American company - General Motors - which has a new CEO since January, 15th 2014...the first female CEO ever of a major global automaker: Mary T. Barra!

Maybe that will help…you rock girls!

An ABC creature or just creepy!?

One of my favorite places to go to in New York when it comes to impeccable interior design ideas and inspiration, is ABC Carpet & Home. I just love the out of the ordinary design ideas, the thoughtful details in every corner of the store on Broadway (Union Square) and the unexpected angle of how you can put together different styles. But when I saw this ad in The New York Times Style Magazine in December 2013... I was shocked. 

This campaign does not even reflected anything that I would put in context with homeyness, coziness, or for design sake - provocative new ideas. The print ad is even darker than this example here and the claim 'not a creature was stirring…' mad me shiver.

ABC Carpet & Home is known for a more morbid approach when it comes to their campaigns. Especially now, after they came up with the idea to combine past, present and future and the collaboration with the Brooklyn Navy Yard underlines it even more.



For the latest shoot with photographer Amber Gray they choose the Navy Yards Hospital to embody the 'no shadow without light' idea. Built in the Greek Revival style in 1838 by Martin E. Thompson it has those special storytelling qualities by its self.

The architectural details in every room of the house are stunning.

But do you want to live (like) in a hospital?

When ABC Carpet & Home launched its latest rug collection in 2013 they remained true to the awkwardness by a very creative style in a very sophisticated way.

The famous photographer, Jason Madara shot in the still of the night on a Long Island estate in East Hampton a fabulous campaign. What a great idea to capture carpets outside their natural habitat…right!?

The San Francisco based photographer is known for capturing moments as performances. He and ABC's art director Angela Gruszka spent four month on creating this concept. The team was on the set from 7pm to 4am two nights in a row to deliver one of the most creative approaches when it comes to still life shots.

Equinox made me do this

It seams to be my month of 'workout-posts', maybe because I am getting ready for a nice long skitrip in the Dolomites or just because the weather is so nasty right now in New York City that I finally have some time to write.

Have you seen the new Equinox ad campaign lately? I just saw one billboard on Broadway on the UWS and it made me and my family stop and wonder…

Who did what to whom? And why was Equinox involved? It looks so painful. The only thing that this ad and a workout have in common is that both hurt...sometimes. This picture makes me want to stay far, far away from this gym!?!

When I researched the story behind this campaign I came across some really awkward news: Equinox ditched Terry Richardson  after 3 years in favor of Wieden+Kennedy. The awkwardness is not at all the change to W+K, a great global agency…no, but shouldn't the change bring something good? 

The controversial Terry Richardson generated some controversy with his campaign in 2011 about using thin instead of fit models and using sex to sell. 

And what is W+K using to sell Equinox to a broader audience?

'For this campaign we wanted a photographic approach that had strong sense of narrative and realism,' said Stuart Jennings, Creative Director at Wieden+Kennedy New York. The agency chose Robert Wyatt as the photographer for one reason, because he is a storyteller with a fashion sensibility…hmmm…yes, those pictures tell a story…but the one you intended to tell?

But please, be the judge: