Phillips Magazine Ad - What Advertising Should Be | SLiM DIGITAL

Phillips Magazine Ad – What Advertising Should Be


January 22, 2020

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“Advertising is Art Under Pressure”

Annette King, Chief Executive, Ogilvy and Mather UK.

 

More and more we’re seeing this statement become a mantra for our organisation.  In fact we’ve added it to our core values (presuming such a statement can be a value).  We’re proud as punch as to what we came up with for Phillips Earthmoving Contractors, in the National Resources Review Magazine.

The compressed timelines were certainly not a function of our doing, but were the result of an opportunity.  We had three days to come up with an ad that would stand out from the other construction/mining companies, reflect the client’s brand, and achieve the goal of promotion of the company at NT Resources Week. Here’s the end result, and we think it’s the best ad in the magazine (maybe some bias there).

PEC_Magazine Ad_SLiM DIGITAL, SLiM DIGITAL Ad Agency, SLiM DIGITAL Darwin Advertising, Social Media, Digital Marketing, Digital Marketing Darwin

As you can see we’ve tried to promote the children of Jim Phillips as the heroes of the image, and set them as the centrepiece, not plant equipment and red dirt. We’ve tried to make the ad more beautiful and striking than anything else in magazine, nobody likes a wallflower after all.

Like everything we do, and we’ll keep saying it, the ad started with a comprehensive creative and strategic brief to the designer.  This brief is the font of all strategy for the brand and this piece of marketing in particular.

We only needed one internal round of changes, and one from the client to get this one over the line and to the publishers.  A big shout out to Mike Wells, who stepped up to the design task and hit it out of the park.  And well done Monica on managing the marketing for the client and this process from start to finish.

So our only addition to Annette King’s quote is:

“Advertising is Art Under Pressure, Produced by a Team

For all of your creative and strategy needs, contact Aaron McMahon, Creative Director.

 

 

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