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The Latest From “Bear In The Woods”

Monday, June 29, 2009  |  posted by Hugh Hewitt
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From our favorite anonymous ad exec:

The last piece I wrote to you seemed to have struck a chord. I typically get a good bit of support emails at bearinthewoods84@gmail.com when I write you, but nothing like what I got from the last post. I’ve heard from people in advertising and film who feel the same way I do, and understand the issue with the GOP’s communications. Like, me, these are credentialed folks who work in communications and entertainment. And like me, we’re all questioning whether there’s any understanding in the party that they truly need well-crafted messaging, on top of solid positions.

One of the emails that made me feel the best about what I’ve been writing to you pointed me to this post: http://tinyurl.com/np2gg4 It’s a PBS interview with Phil Dusenberry, one of the legends of the advertising industry, and one of the members of the Tuesday Team that crafted the Bear in the Woods spot. Have a read. Phil makes many of the same points I’ve made here — the need for an emotional connection, the need to use craft to make the message something that connects with people. These principles apply, regardless of the message, or the medium it’s delivered in. I’ve seen more recent interviews with Phil, and, yes, he’s very old-school advertising. But because I work almost completely in new media, I understand that the basics apply, regardless. You still have to tell the story in a way that engages people. Our side doesn’t do that well. We have a better story. We craft it badly.

The other side? Glad you asked. The Cannes Advertising festival finished up over the weekend. It’s a celebration and awards show for the best advertising on the planet. Taking both the Tittanium Lion, and the Integrated Grand Prix — “Yes We Can,” the entry from the Obama/Biden campaign. We have our work cut out for us. I know there’s an audience for a well-crafted conservative message. I know there’s the means to craft that message. I just don’t know if there’s a client. If anyone from the party has been reading along, it’s past time.

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