August 5, 2014
Interview with Hallvard Fjeldbraaten, Balticbest 2014 jury member.
Hallvard Fjeldbraaten is a creative copywriter and partner in LLOWBANK. He was one of the most awarded students in the world when he entered the industry; headhunted from a small town in Norway to Mark Tutssel in Leo Burnett, Chicago. Fjeldbraaten believes we’re in the problem business, spending insights to create solutions. He’s been highly awarded, both in the Clio Awards, Cannes Lions, D&AD, Epica and Addys, to mention a few. The International Academy of Digital Art and Science also recognized him, when he received the Official Honoree in the 15th Annual Webby Awards.
What are the main trends in promotional and direct marketing?
From my point of view there’s a much bigger story here. It starts with a revolution; where the advertising industry decided not to merely focus on the product they were selling, and started paying more attention to who they were selling it to. The focus went from products to audience, from audience to individual, and this was what made me interested in advertising to begin with, because advertising wasn’t longer just a stop effect. It didn’t only catch me when I was looking to buy a car, a cellphone or a piece of gum, it caught me just because I was the way I am with the interests that I’ve got. Someone had introduced relevance. Someone had made it into a conversation. And someone had made advertising into something I wanted to spend some time on.
In this perspective, from my point of view, direct marketing can be indirect marketing. Originally direct marketing was something that only happened between two parties, but that’s not the case anymore, is it? In some cases it makes me, as a human being, act and give a fantastic message to someone I care about, because a third party invented a reason for me to do so. In other words, the people we are trying to reach can now also become the source of our message.
Is traditional direct marketing – sending something printed on paper to consumers – still alive?
Not only is it still alive, but there’s some brilliant examples of it. As anyone in this industry knows, we do have the power to turn a piece of paper into something powerful – as long as we don’t forget about those we are making it for and who we are sending it to.
What is your view on email marketing?
My first thought is that it’s what we usually refer to as spam. Than again there are some companies that in it self makes it relevant. Airlines and travel agencies for an example can always give you the dream of being somewhere else. But e-mails will always build up and become trash, so let’s figure out a better way, right?
Interviewed by Hando Sinisalu, Best Marketing International