FastCompany Magazine

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The key thing about good content is that it requires that you think about it first and foremost from the point of view of the consumer and what they want to hear, rather than from the point of view of the brand and what it wants to say. That is a major shift in perspective for many marketers and one that some aren’t capable of making. It often requires talking about your category or the subject you’re expert in rather than the characteristics of your company or brand.

Jonah Bloom, executive director of content strategy, KBS+ Content Labs, from today’s Co.Create virtual panel. 
Lessons In Risk, Reward, And Failure From 7 Brand Disasters

Lessons In Risk, Reward, And Failure From 7 Brand Disasters

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: Everybody Shout
TARGET DEMO: MEN AROUND THE WORLD
The Ad Folks:Shout is part of She Says, a network of 3,000 ad women who collaborate outside their day jobs on campaigns directed at women.
Their Campaign Strategy:This ad shouts what studies suggest—that female leaders can be more empathetic and inspirational. The ad evokes movie posters because its creators “expect to see plenty of successful females coming soon to a corporation, startup, or Oval Office near you.”
From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Agency: Everybody Shout

TARGET DEMO: MEN AROUND THE WORLD

The Ad Folks:
Shout is part of She Says, a network of 3,000 ad women who collaborate outside their day jobs on campaigns directed at women.

Their Campaign Strategy:
This ad shouts what studies suggest—that female leaders can be more empathetic and inspirational. The ad evokes movie posters because its creators “expect to see plenty of successful females coming soon to a corporation, startup, or Oval Office near you.”

From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
 
Agency: Cramer-Krasselt
TARGET DEMO: U.S. MALES
The Ad Folks:For our challenge, the competition between the two offices of Cramer-Kasselt pitted two of their creative teams in two different offices—Milwaukee and Chicago—to compete for the top ad spot. The Chicago office’s “Hope It’s A Girl” campaign made it into the magazine but their second runner-up, “Don’t Diss Daughters” was too good to leave on the cutting room floor.
Their Campaign Strategy:The message is a humorous reality check: your future little girl doesn’t get to choose you either. A fully-function website, www.dontdissdaughters.com, helps drive the point home: before you go dissing girls, take a good look at yourself as a future dad.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Agency: Cramer-Krasselt

TARGET DEMO: U.S. MALES

The Ad Folks:
For our challenge, the competition between the two offices of Cramer-Kasselt pitted two of their creative teams in two different offices—Milwaukee and Chicago—to compete for the top ad spot. The Chicago office’s “Hope It’s A Girl” campaign made it into the magazine but their second runner-up, “Don’t Diss Daughters” was too good to leave on the cutting room floor.

Their Campaign Strategy:
The message is a humorous reality check: your future little girl doesn’t get to choose you either. A fully-function website, www.dontdissdaughters.com, helps drive the point home: before you go dissing girls, take a good look at yourself as a future dad.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: 72andSunny Target Demo: U.S. younger males. The Ad Folks: From L.A. and Amsterdam, these are the people who brought you K-Swiss sneakers “sponsored by” Kenny Powers. Their Campaign Strategy: With cheeky fake blurbs, this campaign appeals to would-be dads by hyping baby girls as the “high-performance” child. The downloadable configurator app borrows from popular high-performance automobile apps. Your girl as a souped-up Mustang—that’s an equation a guy can love.
From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Agency: 72andSunny Target Demo: U.S. younger males. The Ad Folks: From L.A. and Amsterdam, these are the people who brought you K-Swiss sneakers “sponsored by” Kenny Powers. Their Campaign Strategy: With cheeky fake blurbs, this campaign appeals to would-be dads by hyping baby girls as the “high-performance” child. The downloadable configurator app borrows from popular high-performance automobile apps. Your girl as a souped-up Mustang—that’s an equation a guy can love.

From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: Leo Burnett Target Demo: U.S. MEN AND WOMEN The Ad Folks: Chicago’s legendary agency currently handles Allstate, Fiat, McDonald’s—and many more. Their Campaign Strategy:  The “Accidental Daughters” campaign would use humor and irreverence to upset stereotypes. First up would be Amy Poehler, followed by a series of other successful, iconoclastic women, like Lady Gaga.
From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Agency: Leo Burnett Target Demo: U.S. MEN AND WOMEN The Ad Folks: Chicago’s legendary agency currently handles Allstate, Fiat, McDonald’s—and many more. Their Campaign Strategy: The “Accidental Daughters” campaign would use humor and irreverence to upset stereotypes. First up would be Amy Poehler, followed by a series of other successful, iconoclastic women, like Lady Gaga.

From The Case For Girls

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: AKQA Target Demo: AFFLUENT WOMEN IN CHINA The Ad Folks: This digital agency based in San Francisco has done campaigns for Heineken, Gap, Nike, and the Xbox 360. Their Campaign Strategy: To help rural Chinese see women as precious, ads will nudge urban professionals, whose cultural influence is vast. The character on the lips is the female version of the word ni (“you”). The ad aims to speak to those who know they have value and those who don’t yet see that.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Agency: AKQA Target Demo: AFFLUENT WOMEN IN CHINA The Ad Folks: This digital agency based in San Francisco has done campaigns for Heineken, Gap, Nike, and the Xbox 360. Their Campaign Strategy: To help rural Chinese see women as precious, ads will nudge urban professionals, whose cultural influence is vast. The character on the lips is the female version of the word ni (“you”). The ad aims to speak to those who know they have value and those who don’t yet see that.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls.
Agency: Cramer-Krasselt Target Demo: U.S. Couples The Ad Folks: This Chicago-based agency is America’s second-largest indie and has worked with Corona, Hilton, and Porsche. Their Campaign Strategy: Ads mock the conventional choice by presenting challenging, funny facts about raising boys. National print ads, signage in pregnancy-test sections of drugstores, and QR (quick-response) codes on boys’ clothing in retail outlets steer prospective parents to more data at hopeitsagirl.com.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls.

Agency: Cramer-Krasselt Target Demo: U.S. Couples The Ad Folks: This Chicago-based agency is America’s second-largest indie and has worked with Corona, Hilton, and Porsche. Their Campaign Strategy: Ads mock the conventional choice by presenting challenging, funny facts about raising boys. National print ads, signage in pregnancy-test sections of drugstores, and QR (quick-response) codes on boys’ clothing in retail outlets steer prospective parents to more data at hopeitsagirl.com.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
I’ll be updating the feed with these advertisements today, or you can see them all in The Case For Girls.

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

I’ll be updating the feed with these advertisements today, or you can see them all in The Case For Girls.