Piotr Jakubowski – Mind over Marketing

Starting Fresh
June 1, 2010, 11:02 pm
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New years are an opportunity of new beginnings.

Now before commenting about the fact that the new year was 6 months ago, June 16th will be the start of the new year for this place.

Check back then for updates!



Snacklish – Heading for Extinction
March 6, 2009, 10:00 am
Filed under: Uncategorized

Here’s a recent contribution to Respinning The Web:

A few years ago Snickers launched a campaign that has apparently stayed in the minds of the consumers – who’ll forget the extremely large billboards with “Peanutopolis” strewn across in the Snickers font? Mars Inc. is back again with more strange words and deep pockets. In a campaign that has apparently strewn New York City and parts of Chicago (I see the ads in multiple spots on the way home), Snickers is apparently teaching the consumer a new language – Snacklish.

For more, click here.

Give me a Break :: KitKat’s new micro site
February 4, 2009, 12:13 pm
Filed under: Uncategorized

Another contribution to Respinning the Web:

We live in a world overwhelmed by the images that flash at us from screens, ads, magazines and the daily rat race. One of the things that people forget so easily is the need to sit down, take a breather and take a break. KitKat is famous for its slogan “Give Me A Break”.

As part of an online aspect, KitKat developed “The First Worldwide Site Where Nothing Happens”, presumably as a place to take a break. The only words on the site are, in fact, “Have A Break”. As the site loads (the URL is misspelled as well), words flash across the screen – representations of thoughts and images that litter our brains everyday…

For more click here.

February 2, 2009, 8:40 pm
Filed under: Uncategorized | Tags: , , ,

This weekend in sports was filled with disappointments. Arsenal drew with West Ham, Federer lost to Nadal and the Cardinals, who so bravely fought back in the game, lost to the Steelers. But this isn’t a sports blog.

The biggest disappointment by far has to be this year’s set of SuperBowl ads. Maybe the recession that’s hitting our economy goes hand in hand with a creative recession in the industry, but overall this year’s representation was disappointing on many levels.

First, when you have companies like Cash4Gold buying spots, you know that there is a problem. Companies with some of the greatest creative don’t even bother because of the ridiculous price tag on the spots. Maybe one year the advertisers should simply boycott the SuperBowl till the rates are capped. Not going to happen anytime soon.

Second, the regulars were disappointing as well. With the history that surrounds Budweiser and the Clydesdale and Dalmatian combo, you’d think that they’d put a little bit more creative thought into the spots. This is the SuperBowl and you are the only beer company running nationally – this is your chance. Let’s hope InBev can do some more change in the company.


For a full review of the spots, stay tuned for a special Super Bowl edition of The Good, The Bad and The Ugly, this Wednesday.

Three’s A Charm
January 20, 2009, 12:06 pm
Filed under: Uncategorized

This post was a contribution to the new Respinning The Web, an online marketing and technology blog.

With the development of the internet and YouTube, one area of online advertising has been exploding. Viral. Through the use of technology and the explosion of online video, many companies have jumped on top of the concept, creating viral campaigns that bring attention to the products while staying just below the radar (in most cases).

Viral marketing, based on word of mouth and an extremely high pass along rate has been around for years, but the rise in internet use has created an even more efficient platform for sharing videos and other things online. One of the companies that has embraced this the quickest is…


To continue, check out Respinning The Web – Three’s A Charm

New Year’s Resolutions
January 6, 2009, 12:00 pm
Filed under: Uncategorized

Mat Zucker, a contributor to AdAge and VP-Exec Creative Director of Agency.com recently posted his top 10 resolutions to be made on behalf of brands and clients. Definitely liked the list – here it is:

  1. I will put my brand in the service of the country right now — not my P&L, not my division, not my parent company, not a quite-possibly already irrelevant 2009-2010 plan. This is the time to spend the years of positive brand equity we’ve built up.
  2. I will impart optimism to the customers who have come to believe in the brand. I will not give into the national self-pity promoted by our news media. I will not be a Pollyanna, but I will not be depressing.
  3. I will finally add to my brand standards how I expect my business to behave. These principles are more important now than just look, feel, tone or advertising message. I’ve gone too long without them.
  4. I will find new ways to connect to my audience. They used to rely on me to ask them for money. What else can my brand offer them?
  5. I will finally learn how to communicate the way my customers communicate. I will get fluent in the digital media they’ve come to love — search, text messaging, blogging, paid content, e-commerce. And my brand is going to make digital media better, just as we used to make traditional media better.
  6. When I do use digital advertising, I will use it to actually sell product through news or differentiation. (Remember when ads did that?)
  7. I’m going to use my roster of great agencies to get the best ideas for the brand. Now is an urgent time for ideas, regardless of where they come from. I am not going to over-rely on one agency to filter out what is right or force them to collaborate if it’s not in their nature. I will be the filter.
  8. I am going to learn to trust my agency experts. I will give the creative teams who work for me a reason to live and die for me. For example, I won’t art direct my art director, copy edit copydecks or micromanage animations. If I don’t trust them enough, I will get ones who I do trust.
  9. I will beef up digital video production budget and get the volume I need to opportunistically fill media inventory gaps and, even more important, fulfill the hunger for brand content beyond launch pieces. (Guesstimate: spend 1.5x more to create 3x more.)
  10. I will prioritize people who make work over those who make noise. Including reputable bloggers.

For the full article, visit here.

Happy New Year 2009
January 1, 2009, 12:30 am
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Happy New Year to you all!

Best wishes in the upcoming year. Keep your eyes peeled for some great changes around here.