swystuncommunications

Way to go Ogilvy UK. Great concept and fantastic copywriting. More brands should use the real estate and not be afraid of longer messaging. And congrats to Hellman’s for not asking that their logo be huge.

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Some recent print ads that “pop”.

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The Thomas Cusack Company

Thomas Cusack (B. 1858 – D. 1926) was a pioneer and entrepreneur in the outdoor advertising industry.

Cusack emigrated with his family from Ireland to New York City in 1861. Shortly after the move, his parents died, leaving him and his younger brother orphaned. Cusack was raised by relatives in Chicago, where he learned how to paint, a skill that made him a wealthy man.

At 17, Cusack established his own sign painting business, the Thomas Cusack Company. The business soon grew profitable, leasing over 100,000 billboards and advertising spaces. According to a 1924 Time article, he had offices in almost one hundred cities, controlled over 40 million square feet of wall surface and over 1.8 million square feet of billboards. Cusack was known as the “billboard baron”.

The business grew to annual revenue of over $20 million. It was sold to New York bankers for $24 million who listed it. Eventually, it was broken up. Cusack purchased an entire town and built a plush mansion in Colorado. He died on November 19, 1926, at the age of 68.

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Super excited. Why Marketing Works will be out February 1, 2019 from Brigantine Media. Thanks to my colleagues and clients for this wonderful advance praise!

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Buy Now, Rationalize Later (The Toronto Star)

Toronto marketing expert Jeff Swystun gets philosophical when he talks about the advertising game.

“Plato wrote (that) ‘human behaviour flows from three main sources: desire, emotion and knowledge’,” he says.

“Marketing works when it makes us feel something. From a psychological perspective, when we feel strongly about something, we are pushed to action,” explains the president of Swystun Communications, who has worked more than 20 years in branding and advertising at several agencies.

Read the article here.

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Long form ads are brave considering people’s attention spans. Make sure to read the last one.

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Love this campaign from Ogilvy. How do you attract a more youthful audience to the opera? Well, you hope they read long form ads. Or you surmise potential opera lovers are highly literal.

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