Last week the Independent had a survey of a number of advertising agencies , and mentioned their slogans.

I thought it would be interesting to see what bloggers think of them - we all come up with our own slogans (except the Wardman Wire, which doesn’t have one - yet).

The agencies included are: We are fallon, JWT, DDB, Leo Burnett, M&C, SAATCHI, Saatchi & Saatchi, CHI & Partners, BBH, TBWA\London, Ogilvy, Group UK, rkcr y&r, Wieden + Kennedy, Euro RSCG London, WCRS.

I’ve included the name of each agency, the slogan, and the paragraph of “blurb” they use to introduce their advertising services. The poll is at the bottom - who would you trust ?

First the slogans and blurb to compare, then the poll. It is open until the end of February (i.e,. 11:30pm on the 29th).

We are fallon

• Slogan: none
• They say: “We choose not to have a fixed positioning point. In an increasingly open media and creative  environment, where more is possible every day, we feel that it doesn’t make sense to pre-pack what we do. What we do, and how we do it, is fundamentally bespoke and about building the confidence to do something different.”

JWT

• Slogan: ‘Time is the new currency’
• They say: “The power of brands can be measured in their ability to attract people’s time. Time is what’s most valuable to people all around the world, and the way they spend it is predictive of the way they spend their money. Our role is to ensure that more people spend more time with our clients’ brands, in the knowledge that their money will follow.”

DDB

• Slogan: ‘Co-creation’
• They say: “Co-creativity is a process that puts consumers at the heart of the solution. It’s agnostic about where the best idea comes from – online, branded content, advertising, an event – in fact, it is increasingly likely that it is through combining all of these and more that the most creative and influential ideas will be gained.”

Leo Burnett

• Slogan: ‘Creating ideas and building brands that truly matter to people’
• They say: “We help our clients to create well-loved brands that have a genuine role in people’s lives. Our approach is driven by the belief that creativity can profoundly affect human behaviour, and that marketing communications, at its most effective, is a two-way conversation between the brand and the individual.”

M&C SAATCHI

• Slogan: ‘Brutal simplicity of thought’
• They say: “The slogan comes from the idea that it’s easier to complicate than simplify. Simple messages enter the brain quicker and stay there longer, so brutal simplicity of thought is therefore a painful necessity.”

Saatchi & Saatchi

• Slogan: ‘Nothing is impossible’
• They say: “From the outset the Saatchi brothers broke the rules, challenged industry norms and created work that was groundbreaking in every respect. Brands are faced with the danger of becoming commodities that lack differentiation, but we believe that bold and infectious creativity can drive loyalty beyond reason for brands.”

CHI & Partners

• Slogan: ‘Big ideas for ambitious brands’
• They say: “The idea is to show that we offer more than just ads. We deliver big ideas that can be brought to life wherever the consumer comes into contact with the brand. These big ideas act as a platform for one strong advertising campaign after another.”

BBH

• Slogan: ‘When the world zigs, zag’
• They say: “Our first ad was a poster for Levi’s black denim: a flock of white sheep heading one way, with one black sheep going the other way. The message captures our approach to life.”

TBWA\London

• Slogan: ‘The disruption agency’
• They say: “All brands have ambitions to outpace the competition, but too many go through life copying their competitors. We aim to uncover the clichés, assumptions and conventional wisdom that hold a category back, then look for opportunities for brands to grow by disrupting those conventions.”

Ogilvy Group UK

• Slogan: ‘To be most valued by those who most value brands’
• They say: “The slogan was coined in 1993, but its roots go deeper, to David Ogilvy’s belief in the power of brands, as long as they stay relevant and continually refresh their appeal. Our view is that branding is a genuinely useful concept that helps good companies defeat bad ones, so the clients we most want are those who share this belief. We don’t apologise for this idealism, since the most successful brands tend to have longstanding ideals at their core, which can be dramatised in myriad ways over time.”

rkcr y&r

• Slogan: ‘Brand energy’
• They say: “We believe that only brands with the energy to constantly delight their audience with new ideas and innovations will survive, so we’re structured in a way that ensures creative energy flows as freely as possible. There are no departments, no gatekeepers between creative teams and clients, and minimal hierarchy.”

Wieden + Kennedy

• Slogan: ‘Creating strong, provocative relationships between good companies and their customers’
• They say: “We believe that great brands lead from the front. They provoke, inspire and change the cultural landscape. The most successful brands have fans, not customers, and the relationship between a brand and its fans is based on dialogue, not monologue.”

Euro RSCG London

• Slogan: ‘Contagious ideas’
• They say: “We live in a world where consumers can more judiciously edit what they consume, [and can] mould and reconfigure ideas relatively easily and be far more expressive to their friends, family and colleagues about what they like and don’t like. Contagious ideas live beyond the space in which they first appeared by creating word of mouth, word of keyboard or media interest.”

WCRS

• Slogan: ‘A brand’s best friend’
• They say: “Our slogan was based on a very simple belief; that if we could make a brand successful, then our own success would follow. It’s very focused on the client. Other agencies have a house style that they use for all their campaigns, but we believe every brand should have its own voice.”

Who would you trust?

On this evidence, who would you have to write your blog slogan?

Sorry, there are no polls available at the moment.

Blog Slogans: An Exposition

I have collected a number of blog slogans together - from blogs I have read recently, and from this week’s Britblog Roundup. What do you think?

• Meral’s Musings : Female, Liberal Democrat Councillor. Candidate for the Greater London Assembly, for North East London (Islington, Hackney & Waltham Forest) My take on current affairs and life.
• A Somewhat Old, But Capacious Handbag: Things I like, things I’ve made, and suchlike mental pocket lint.
• Stop! Honour Killings:International Campaign Against Honour Killings
• Northwest 6: News about West Hampstead for Ravenshaw, Broomsleigh, Glastonbury and Dornfell Streets
• Rolled-up Trousers: Osama Saeed putting a bit of stick about
• mind the gap: a Cardiff-based feminist network
• Diamond Geezer: life viewed from London E3
• Unmitigated England: A Country Lost and a Country Found
• As a Dodo: The obituaries you’d like to see.
• Surreal Scoop: News of the world as it should be, perhaps before it happens.
• Stephen Pollard: Never Knowingly Understated
• Amused Cynicism: La liberté consiste à faire tout ce qui ne nuit pas à autrui
• Small Differences…: …and not a little narcissism
• Between the Hammer and the Anvil: the inevitable result of asking a stupid question
• Mr Eugenides: Trying to hold back the rage
• Chicken Yoghurt: Chicken Yoghurt is the boulevard of broken dreams of Brighton-based writer, Justin McKeating.
• Iain Dale’s Diary: Politics, Gossip, Humour, Commentary
• Labourhome: Back to the Roots
• Conservative Home: No other slogan
• Liberal Democrat Voice: Our Place to Talk
• Bloggerheads: Welcome to the Hard Shell
• Cassilis: No other slogan
• Harry’s Place: Liberty, if it means anything, is the right to tell people what they don’t want to hear
• The F Word: contemporary UK Feminism
• Political Betting: No other slogan
• John Redwood’s Diary: incisive and topical campaigns and commentary on today’s issues and tomorrow’s problems
• Mike Ion: “Aspire not to have more but to be more.” Oscar Romero
• Wife in the North: Just how grim can it get up north? Very. One woman’s lonely journey into the Northern heartlands.
• Our Man in Newcastle: Back Home Again
• Pickled Politics: Current Affairs for a Progressive Generation
• UK Polling Report: No other slogan.
• Disgruntled Radical: Crumbs from the breakfast table of an unreconstructed Liberal
• Tygerland:occasionally acerbic, cultural and political comment
• ORDOVICIUS: blogito, ergo sum
• Blood & Treasure: A man of excellent naturall Parts; but very Sarcastick and the greatest Buffoon in the Nation
• A Pint of Unionist Lite: “Be Britain still to Britain true, Amang ourselves united; For never but by British hands Maun British wrangs be righted!”
• Paul Smith’s Blog: The cosmos interpreted by some conscious matter of the cosmos.
• Cllr. Gavin Ayling: No separate slogan.
• What You Can Get Away With: No separate slogan.
• Phil Tayor: Ealing councillor sounds off
• revolts.co.uk: The definitive source for academic analysis of backbench behaviour in Britain.
• Your Friend in the North: advice to intellectuals: let no-one represent you
• Jeremy Hargreaves: No separate slogan.
• Disgruntled Radical: Crumbs from the breakfast table of an unreconstructed Liberal
• Greenbanana PR: Connecting ideas, thoughts and comment because if you’re green, you’re growing
• Ellee Seymour: MCIPR, PRESS CONSULTANT, JOURNALIST, POLITICAL AND PR BLOGGER. ProActive PR
• The Poliblogs: The Ultimate Round-up of the Political Blogosphere

Which is your favourite?

Wrapping Up

I’m not going to comment on agency websites, except to note that at least two say “under construction”, and that there are (to me as a web designer) a depressing quantity of “flash ‘n’ splash” pages in evidence.

My top 4 slogans (for today) are - in no particular order:

• Harry’s Place: Liberty, if it means anything, is the right to tell people what they don’t want to hear.
• Your Friend in the North: Advice to intellectuals: let no-one represent you.
• Between the Hammer and the Anvil: the inevitable result of asking a stupid question.
• Paul Smith’s Blog: The cosmos interpreted by some conscious matter of the cosmos.

If you have a good suggestion for a blog slogan for the WW, drop it into the comments.

Tags: advertising, public relations, advertising agencies, blog slogan, blog quip, We are fallon, jwt, ddb, leo burnett, m&c saatchi, saatchi and saatchi, chi and partners, bbh, tbwa, ogilvy group, rkcr y&r, wieden and kennedy, euro escg london, wcrs