How can you be effective with a single advertisement?

Life is filled with hard decisions……..


This now famous advert with the baby on the boob shows him torn between to staying on or trying the cookie.

Thespian, William Claude Dukenfield (better known as W C Fields), distinguished the timeless aphorism. “Never follow a child act”. Now you see why!!

This Oreo Cookie Advertisement created in Korea will be hard to beat. In the category of “One of Best Ever” it combines the delightful appeal of not such a bad looking breast with a child in natural bondage, who is distracted by the cookie.

What makes it really work is the cleverly linked and equally empathetic attention grabber headline, “Life is filled with hard decisions……..” That in turn causes you to go back the picture to see the significance and the Oreo brand tucked in the corner.

Oreo of course you will find prominent on shelves of the worlds supermarkets and convenience stores with Oreo boasting 100 years of being the world’s favourite cookie.

Cheil Worldwide the AD creator is a worldwide advertising group headquartered in Seoul. With their success on this campaign they may have just rewritten other well knows sayings such as . “

Selling like hot cookies” & “You Can have your Cookie and suck it too.”

That is surely true for Nabisco with this campaign success to make it game over for their Cooke maker competitors like Mrs. Fields and others if they try to upstage them, especially in the next act.

In the end it goes to prove the best ideas that sell are the simple ones that have broad based connection appeal and get everyone talking.

Does Clarity One-up Creativity?

Are you emails effective? Many in business know a clear subject line will get your email read. It seems this all too important best practice is now a key to good marketing. Getting readers attention is critical in Marketing with the traditional headline creative teams using “playing with words” techniques to make it catchy. Yet it seems the trend is moving to clarity for better effect, according to a response survey results published by AWRBER Communications.

People want to be told directly what they can expect and not entertained by puns or puzzle out what subject line could mean.

Here’s are some subject lines by category judged in the survey response:


  1. Are Blacklisted Link Shorteners Getting Your Emails Blocked?
  2. Grow Your Email List 99% Faster: How One Site Did It
  3. 43 Free Animated GIFs For Your Email Campaign
  4. What Do Teens Really Think Of Email?


  1. Selling Digital: The Perfect Last-Minute Christmas Gift
  2. Getting Earth-Friendly Beyond Email
  3. Threadless’ Frequency Alert: Hot or Not?
  4. Why You Want Your Emails Filtered

Clear category results exceeded the Creative in each all 5 response channels measured:

Comments             1107%
Tweets                 315%
Facebook Likes       331%
Traffic                  617%
Email Subscriptions 366%

Article author Amanda Gagnon Education Marketing Associate at AWRBER Communications, who confessed she likes being creativity, said she really didn’t want to believe the numbers when she saw them, and had another team member double-check them.

Building business is about building and maintaining relationships.

According to a Paul Goodman quote “Enjoyment is not a goal, it is a feeling that accompanies important ongoing activity.” I would go further to add that “Important activities are generally only sustainable when they involve more than one person to share the benefits, which is only possible if an enjoyable relationship exists.”

In an earlier part of my working life I was in the transport world, warts and all. The cut and thrust energy that goes with that industry, being about on time delivery and service to keep everything going, is something I enjoyed and never got out your my system; Nor do I want to.

One ICON of Transport, who likewise has never lost pace, is Lindsay Fox. Now 74, he dropped out of school at age 16 and bought a second-hand truck. He is now No. 10 among Australia’s Richest and synonymous with LINFOX, the $1.5 billion transport and logistics group employing 22,000 people globally and operating in nine countries outside Australia and New Zealand where it is focused on a few key markets. "China, India, Thailand and Indonesia

I met Lindsay in Melbourne, recently when he was guest speaker at an Australian Thailand Business Council business seminar. He spends much of his time these days helping others develop business in Asia as member of Asia-Pacific Economic Cooperation’s (APEC) business advisory council.

The seminar was not about transport but about doing business in Thailand which is now very positive and well supported by an established trade bi-lateral agreement between Australian and Thailand. Being one who does that in my own small way, I went to listen to him and learn more from others who spoke too.

During his session and over lunch Lindsay shared his experiences and secrets for doing business with Thailand where LINFOX have 2,000 staff employed in a highly successful transport business there. His message was simple. Maintain personal relationships at all levels.

Despite its size in LINFOX he said that business persists because it has a relationships mantra embedded in the management process. In small business it is obvious but in large business it is no different either. It is so important no matter what your size.

In some examples he used, he spoke both passionately and fondly about the long standing friendships with business people in Thailand that were the foundations and sustaining ingredients for the LINFOX growth and success there. This strengthened what others were saying too in-that maintaining relationships is the key ingredient keep reinforcing that you are there for the long term.

My other reason for gong was to reconnect with my roots. And I was not disappointed. Transport people although not unique in this, are generally refreshingly down to earth and practical people who say practical things; like they might also do over a beer or glass of wine with a few mates. This was Lindsay’s style as he talked in practical terms about building and maintaining relationships as the major thread and time immemorial pillar to success in business.


More about Lindsay Fox