Brandspotting

This is an essay that I wrote beginning of 2007. At that time I was still working for Ogilvy, which is again part of the WPP holding. WPP’s Atticus Awards honour original thinking in communications services and are open exclusively to professionals working in WPP companies. Each year, extracts from the winning and other outstanding entries are published in the Atticus Journal. One of the annual categories is the Atticus Under-30 essay, which covers a specific topic each year. In that year it was:

THERE COMES A POINT AT WHICH EVER-INCREASING CONSUMER CHOICE DOES MORE TO CONFUSE THAN TO LIBERATE

BRANDSPOTTING by Achim Schauerte

Choose life. Choose a job. Choose a career. Choose a family. Choose a big screen LCD, choose washing machines, cars, and MP3 players. Choose good health, low cholesterol and dental insurance. Choose a cell phone. Choose your friends. Choose sitting on that couch watching mind-numbing spirit-crushing game shows, stuffing f*$&n’ junk food into your mouth. Choose your future. Choose life…

You can download the full essay for free

 

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