Your typical TV commercial has tough competition at the best of times. There you are, watching Downton Abbey and, horror of horrors, it looks like Isis, Lord Grantham’s Labrador, has to be put down. Suddenly we cut to black, and up pops your advert. Brilliant storytelling is interrupted by 30 seconds of messaging. It’s a lovable pooch versus a yogurt. No contest. At Christmas, it’s worse.
In my last piece, I wrote about the old days. In some ways they were better. More money meant more time, and creative and media worked together to find solutions. The work was more likeable. Or put it this way – people didn’t hate advertising quite so much. But in many ways, it is so much better being a creative person today. Because…Not that long ago, the same class divisions that bedevil Britain could be found in ad land. If you specialised in TV advertising, you were upper class.
When I was at Ogilvy…The thing about us Wheni is we tend to piss off younger people, although we don’t mean to. (Ravi Amaratunga Hitchcock please take note). So I fear I’m at risk of irritating many more younger people in this short piece. But what the hell, here goes anyway. “Go on, tell me the truth,” he said. “Was it better in the old days?”The answer is yes – and no. I started in advertising exactly 40 years ago last Tuesday.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".