On May 4th, Cliff Hall, the VCCP of the successful car insurance/meerkat advert, 'Compare the Meerkat,' 'Compare the Market,' gave us a presentation about the world of advertising.
He first started off by explainig the general process they have to go through when wanting to create an advert. They first had to make a pitch for their clients. At this point, they would be at competition with other advertising company to please their clients. The clients would then decide who to go with.
After that he went to explain about the intense competition that advertising agencies go through. It is an all or nothing win - which could result to making these companies lose hundredths of pounds. Sometimes it can result with other companies stealing ideas.
Then he went on to explain about their most successful advert, 'Compare the Meerkat.' This advert focuses on the fictional character, Alexander Orlov, a millionaire meerkat that runs its own company, Compare the Meerkat'. This was designed to make people remember Compare the Market as the name was often forgotten due to previous failed adverts.
This presentation was very useful to us as we are studying the topic campaign and the different methods you use to bring your point across. This also helped us with understanding how different jobs in the media industry operate.
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