A Quote by Bobby Lee
I went to Tokyo three years ago. It was a job, though. I did an ad campaign for IBM, so they flew me out there to take pictures of me. It was IBM Global. It went to Australia, France, London, all over the world. But I think the ad campaign was a failure, because of me.
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Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
And then lo and behold IBM, Apple and Motorola took an ad in all the newspapers, double page ad, and said, announcing the chip that they were now able to manufacture it and that they were going to kill Intel.
A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
IBM's long-standing mantra is 'Think.' What has always made IBM a fascinating and compelling place for me, is the passion of the company, and its people, to apply technology and scientific thinking to major societal issues.
Why IBM? We have tremendous expertise. One of the reasons we can drive phenomenal efficiency around the world is because we've made IBM an e-business.
I don't think it's necessary to do stand-up to be a presenter, but I like it, because it keeps me sharp, especially when something like 'Take Me Out' is 80% is ad-libbed, so that works for me.
I did Playboy. There was an ad in the paper for playmates. Playboy called me and flew me to Los Angeles, and I was on the March cover of 1992.
Even under Apple founder Steve Jobs, the company did emphasize values. Remember the Think Different ad campaign that used pictures of the Dalai Lama, Amelia Earhart, Mahatma Gandhi? But Jobs focused on the integrity of Apple's products.
[When a John McCain political campaign video that used her image] That wrinkly white-haired guy used me in his campaign ad, which means I'm running for President. So thanks for the endorsement white-haired dude, and I want America to know I'm like, totally ready to lead.
I did a soft drink ad some time back. Later, a mother came to me and said that her child started consuming more of that drink after seeing my ad. It made me measure my actions.
When a manufacturing company in Spain looks to IBM for a solution to a problem, they expect us to bring the best of IBM worldwide to it, not just the experience of IBM Spain.
We are very frustrated because we have a Supreme Court that seems determined to say that the wealthier have more right to free speech than the rest of us. For example, they say you couldn't stop me from spending all the money I've saved over the last five years on Hillary's campaign if I wanted to, even though it would clearly violate the spirit of campaign finance reform.
Being a photographer helps me see the work differently. I always walk away seeing things differently than when I stare at them myself. It gives me a little distance. So I love photography, but it also helps me tell the story. When I shoot the ad campaign for my work, it allows me to be much more direct.
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