Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Australia, Creativity, Distinction, Emotion, Experience, Marketing, Positioning
Brand experience.
An exciting and new discipline in the brand building space.
Except …
Before some of you had started work.
Before some of you were even born.
SRVT – better known as Sargant Rollins Vranken Tereakes – were not only talking about it, but also doing a ton of stuff with it as well.
Now they were an agency ahead of their time.
An exciting, creative and progressive agency.
One of the very best I had the pleasure of working at.
But still, 23 years have passed since the slide at the top of this page was part of their credentials, so can we stop banging on about experience like it’s the newest, new thing in marketingland?
All we’re really doing by talking about it in these terms is highlighting how slow we actually are.
Especially as many brands – especially in the luxury space – were doing it decades before even SRVT … and certainly better than the ‘lowest level of consistency’ format seemingly favoured and promoted by so many.
God, this week has got off to a positive start hasn’t it, hahahaha.
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Twenty three years? That is incredible.
Comment by George November 29, 2021 @ 8:13 amI still remember the credentials deck they had. Mainly because it formed the backbone of cynic’s. ; )
To be fair, if you’re going to borrow, borrow from the best.
Comment by Bazza November 29, 2021 @ 8:23 amdoesnt do it for the shit on this blog does he.
Comment by andy@cynic November 29, 2021 @ 9:02 amYep … and even now I call upon them for stuff. Ha.
Comment by Rob November 29, 2021 @ 8:55 amSo what you’re saying is brand experience was “invented” in the last millennium? I’d say it was even longer. Those miracles in the bible played a big part in getting the book distributed.
Comment by Bazza November 29, 2021 @ 8:22 amThe original integrated campaign.
Comment by Pete November 29, 2021 @ 8:39 amAnd the first scam? Hahaha.
Comment by Rob November 29, 2021 @ 8:56 amthe bible is what happens when you let the client write their own fucking ad.
Comment by andy@cynic November 29, 2021 @ 9:03 amPerfection in a comment.
Comment by DH November 29, 2021 @ 9:27 amI still love SRVT’s G-Shock work. And the fashion company ad with the headline that would never get approved today. “What the bitch who will step your man wears.” I can’t remember their name but I’ll never forget that ad.
Comment by Pete November 29, 2021 @ 8:42 amThus proving that ads that are memorable for something other than the brand they’re advertising have also existed for decades.
Comment by John November 29, 2021 @ 8:49 amTrue. But this was good and for the right reasons … but it was a VERY long time ago. So long that even the internet doesn’t really have any SRVT work on it. Hahaha.
Comment by Rob November 29, 2021 @ 8:59 amTrue. I’m told Forest were a better team back then.
Comment by John November 29, 2021 @ 10:07 amTouche.
Comment by Rob November 29, 2021 @ 12:41 pmI’ve just been looking for them but I think they must be on a hard drive somewhere. G-Shock was good and I know exactly the fashion brand campaign you’re talking about. I can’t remember who it was either – mainly because it was a small shop rather than a big brand. And sadly, it seems our work didn’t change that for them either. Though – as you say – there’s no way that campaign would be allowed today. Nor would we do it, to be honest.
Comment by Rob November 29, 2021 @ 8:58 amyawwwwwwwn.
Comment by andy@cynic November 29, 2021 @ 9:04 amYou did not have to explain the poster was old. The use of the word “nowadays” said it.
Comment by Lee Hill November 29, 2021 @ 11:56 am