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5 Reasons Why People Resist Change and How To Counter Them

changeChange is about improving things and doing away with strategies and beliefs that don’t work. Changes in our line of work can take us to or help us stay on top of our game. In this context—and in an ideal world—people should be excited about changes and welcome them with open arms.

But in the real world, people tend to shrink from it; most people fear it because they have been so used to doing the same thing. Some people resist change because the unfamiliarity scares them so much that they get stranded in the same phase — in life and in business. Or that taking on something new challenges their competence to its very core.

Below are top five reasons why people resist change and how you can counter them.

1. Too Much Work Involved

Change requires a lot of work. In an organisational change, people have to learn new systems, processes, and even new tools that are different from what they have been using.

To counter this, the leader or the decision maker must effectively communicate the need for change. A sufficient explanation to the employees is necessary, emphasising that old strategies or procedures no longer work and have even become counter-productive. Employees must understand that there is a need for a change in order to remain relevant in the business, and thus, succeed.

And success for the company means success for everyone.

2. Uncertainty

Employees see changes and they are uncertain of its results. Uncertainty is one scary monkey.

To counter this thought, employers must talk to the employees on where their anxieties and uncertainties are coming from. These anxieties must be resolved point by point.

3. What’s In It For Me?

Sometimes employees believe that changes are good for the organisation but not necessarily for the individual members. Teams usually don’t see the big picture and only think about their own concerns. An employee’s concern usually revolves around his own welfare. Let’s face it. Employees do not usually care about the status of the entire organisation, unless it directly affects them.

To counter this dilemma, employers must point out the benefits of the changes to the individual members.  A good leader must be able to paint the big picture, determine how the changes affect the whole organisation and the individual members that keep it going.

4. Bad Experiences

Sometimes people do understand the need for change but are reluctant to submit themselves because of past experiences that may not have had favourable results. If the proposed changes often fail, employees will be cynical about its necessity.

To counter this reluctance, employers must explain that although changes in the past were unsuccessful, they were no doubt tried and tested with the intention of improving the overall status of the entire organisation. There is simply no shortcut to success. Everything and everyone must do their best to try something new. And not getting everyone to participate could lead to more failure.

5. If It Ain’t Broke …

Sometimes employees simply don’t see the necessity for change. If the old system works, why change it?

The times are always changing. To think otherwise would be to give in to competition and become obsolete in an industry. A good leader must be able to make his team relate to changes. Employees must be made to see that the environment outside the organisation is changing and the organization must take heed. 

To ignore the changing times, whether it’s in technology or the market, is counter-productive. Employees must understand that no matter how difficult change might be, it simply has to be done.

Spying on Your Competitors: 6 “Ethical” Tips

ethics on spyingThe moral or ethical issues on the subject of spying are a bit dodgy. On the extreme end, conducting industrial espionage may be illegal. Hiring someone from inside the enemy camp and transforming him or her into an industrial spy may violate all sorts of commercial and legal laws. It can be a constitutional violation, criminal, federal or whatnot.

But those days of finding a willing insider and turning them against an organisation, they’re long gone. Today, you can spy on your competitor—by yourself—without leaving your desk. Or your home, for that matter. You don’t have to hire someone from the enemy camp and offer him or her heaps of rewards to reveal the enemy secrets. The Internet has changed all that. In this era of digital revolution, a lot of online tools exist and are free for you to use.

Here are six tips to spying on your competitors, with the corresponding tools, of course.

1. Keywords

A lot will depend on keywords. Knowing the keywords your competitors use will give you a clue to what is driving their traffic and leads to their website. Most websites include the keywords in the coding of their pages.

Go to your competitor’s website and look at their pages’ source codes. To those who don’t know how to do this:

  1. For Chrome, click the browser’s menu, then go to ‘More Tools’ and click ‘View Source’. A new window will open showing your competitor’s website code.
  2. Find the word ‘keyword’. You should find the keywords with the tag, meta name=”keywords”.
  3. Analyse and compare it with your own site’s source code and see what you’re missing.

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2. Load Time

Examine the load time of your competitor’s website. There are plenty of tools that will give you this information. Here’s one that’s really reliable.

Useful tool: Google Pagespeed Insights

http://developers.google.com/speed/pagespeed/insights/

With this tool, you can analyse the loading speed of any website, including your competitors, on both platforms: desktop and mobile. Aside from analysing the loading time, this wonderful Web developer tool suggests how to improve site performance in terms of loading time.

It would not hurt to try inputting the URL of your own site. You might even learn how to improve the loading speed of your own website.

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3. Indexed Pages

The more indexed pages, the better performance in Search Engine Results Page (SERP). To find out how many indexed pages your competitor has is to determine how many you should have to level out the playing field.

Useful tool: Google Query
site:[competitor URL]

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4. Code Accuracy

To access your competitor’s technical skills is to see how solid their codes are. You can use a free Web service to do this.

Input the URL of your competitor and see how many errors their page shows. You can also use this on your page to improve your page’s code accuracy.

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5. Twitter Presence

Of course, you have to assess how strong are your competitors’ social media presence. Find out who’s tweeting about them.

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6. Ads

One way of checking out your competitors’ ads is by using a free online service called Moat.com. See what your competitors’ ads look like.

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Conclusion

Knowing the enemy is half the battle. The knowledge you obtain about them will be your ticket to stay on top of your game, and conquer all competitors.

Like this article? Check out my other articles here.

Top 15 Digital Marketing Trends In 2015 (Infographic)

Our latest research has revealed the top 15 key points that will become the digital marketing trends in 2015.

The following infographic encapsulates the most popular online trends in 2014 and classifies them in order of percentage increase throughout the year. Technology will become one of the biggest motivation of marketing shift in 2015. In order to survive, brands need to deliver truly integrated strategies.

Every year new hardware and software appears, but the most successful brands in 2015 will be those that harness new technology to deliver a single experience to consumers wherever they are in their journey.

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Click to Enlarge

 

Ad Spending In Australia (November 2014)

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Latest report stated that November revenue in advertising is the best for the last four years as outdoor and digital ads continue climbing up.

Cinema, digital and outdoor media contributed in the growth ad spend in November, with overall agency bookings increasing 3.8% compared with November 2013, according to the latest SMI figures. The total ad bookings via all major agency groups reached $757 million in November. The increasing has covered a 3% decline in October.

Cinema ad spending only has increased 22% year-on-year, with bookings reaching $6.1m.

Total digital bookings increased 12.7% to reach $148.6m. There was a 65% rise in social networking and it was the biggest increase across any channel. Mobile also saw a 38% bump while bookings to ad networks fell 16.5%. The total spend on TV fell marginally, down 0.3% year on year to $352.5m with the biggest slump in subscription TV down 5.1%. Metro TV saw a marginal increase of 0.2%.

Bookings made through agencies for outdoor ads increased 37.1% to reach $89m, while radio continued to rise, increasing 7.1% overall to make $52.5m, driven by regional stations, which increased 18.7% to reach $8.3m.

Newspapers and magazines continued their downward trajectory, with bookings for newspaper ads down 12.2% total, falling to $75m. Metropolitan newspapers saw the biggest decline falling 14.8% while the regional press held up slightly better falling 4.3%. Newspaper magazines were down 26%, while consumer mags fell 5.4% . Trade magazine bookings fell 5.9%. On the whole, the magazine segment dropped 10.5% to $27.5m.

Airbnb Is Launching Its First Global Ad In Australia

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Airbnb continues to build its audience to a higher level, as its first global ad campaign is hitting Australia today.

It’s not a big secret that Airbnb has relied on social media and word of mouth to build its consumer base. Recently, the company have aimed a bigger target: Australians.

As part of the campaign, the company hired Coca-Cola’s head marketer, Jonathon Mildenhall as its new CMO and hired a new global lead creative agency TBWA\Chiat\Day Los Angeles. The campaign is based around a short film entitled ‘Welcome to Airbnb’. Basically, it marks the first global ad campaign under the marketing arrangement. It is designed to help a wider audience understand Airbnb.

“Australia remains an enormously important part of the Airbnb global business. In the last 12 months alone, there has been a 135% increase in the number of Aussies listing their homes with Airbnb, to nearly 20,000 listings and an increase of about 200% the number of inbound guests using Airbnb for their visit.”

The campaign is based on the premise of Airbnb being both “real and unique”. The film was shot in one take without any computer generated imagery. It also showcases six miniature figures of real Airbnb guests.

“As you board the train in this film, you’re transported into a magical world that represents the very heart of Airbnb,” Mildenhall said. “As you wind your way through some of the amazing listing Airbnb has to offer, you get a different perspective on the world. With each viewing, you see something unique and interesting tat you didn’t notice before, mirroring the experience that many people have when they travel with Airbnb. The campaign itself will be distributed primarily through digital but will include a strong push through social and cinema.

While it is a first for Australia, it is not the first film created by Airbnb to boost it’s wider branding. In May, the company and agency Pereira & O’Dell launched the campaign “Views” which was distributed throughout US, UK, Germany, France, Singapore, South Korea, Japan, Brazil and China.

Here is the “Welcome to Airbnb” promotional video:

Most Australian Content Marketers Are Just Improvising When It Comes To Content Marketing

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“Most brands that went into content marketing are just improvising it. If they want a real result from the effort, they need to focus on setting out a defined strategy from a reliable and well experienced agency”, said Joe Pulizzi, the founder of the Content Marketing Institute.

While it seems obvious, most Australian marketers aren’t strategically focused on their content marketing. 74% of Australian marketers are doing more content marketing than they were a year ago. The average marketer surveyed invests more than a quarter of their total budget in content, and 63% plan to increase spending.

Pulizzi stated that Australian marketers are not very different to the US and UK marketers in that when it comes to improvised content marketing. Only 37% of them have a formal, written strategy for their content marketing. These agencies that have a solid structure are seeing the best results.

9 of 10 brands are implementing content marketing within their business, yet only 20% of marketers claimed their organisation was successful at tracking the ROI of content marketing. Less than a third (29%) think they are effective at content marketing, a drop from 33% last year. Those figures rise to 33% and 44% respectively for marketers that have a written strategy in place.

“It’s very experimental, which is fine. It’s a new discipline for most Australian businesses, but the only ones that are going to see any results are the ones writing it down – and those that are reviewing and measuring it. Those two things together are the critical differentiators”, said Pulizzi.

Engagement tops the list of goals marketers have for content marketing. However, the most used measure of success is web traffic.

Most brands, particularly small and medium-sized businesses, dive into social media when they think about attempting content marketing without having a clear reason or a goal. This is so wrong, since if you’re not trying to build an audience over the long-term, what are your true goal?

“The first thing is to just decide why you’re doing it. Lots of businesses just think that they need to be doing [content marketing] and I say: ‘Why?’. The only things I care about for content marketing are driving sales, cutting costs or leading to loyal customers” said Pulizzi.

More than a third of Australian marketers have no plan to set up a content marketing team or group within their organisation, whether that team sits in marketing, PR, or production teams. The important thing to get content marketing right is having a structure and committing to it rather than floating around. That’s why you need a reliable content marketing agency which can cater all of your problems and offer real results. Contact us today to discuss the best solution for your content marketing strategy or just give us a call on 1700 911 772.

18 Successful Companies That Started With A Ridiculous Idea

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What are the most ridiculous startup ideas that eventually became successful?

People tend to defy new idea or invention. Edison and Wilbur brothers know this than anyone else. So does any startup companies all over the world. The best startups seem obvious in retrospect. It is possible to create a good startup with a good idea, but great startups are often the result of ideas that seem ridiculous if you hear them, before seeing them to work.

This is true almost by all means. If the idea is so obvious, someone would have actualise it to the real life already. Here is the list of 18 successful companies that start with a ‘ridiculous’ idea:

1. Facebook

“The world needs yet another MySpace or Friendster, except several years late. We’ll open it up only to a few thousand overworked, anti-social Ivy Leaguers.”

2. Dropbox

“We are going to build a file-sharing and syncing solution when the market already has a dozen of them that no one uses, supported by big companies like Microsoft. It will only do one thing well, and you’ll have to move all of your content to use it.”

3. Amazon

“We’ll sell books online, even though users are still scared to use credit cards on the web. Their shipping costs will eat up any money they save. They’ll do it for the convenience, even though they have to wait a week for the book.”

4. Virgin Atlantic

“Airlines are cool. Let’s start one. How hard could it be? We’ll differentiate with a funny safety video and by not being a jerk.”

5. Mint

“Give us all of your bank, brokerage and credit card information. We’ll give it back to you with nice fonts. To make you feel richer, we’ll make them green.”

6. Palantir

“We’ll build arcane analytics software, put the company in California, hire a bunch of new college grad engineers, hire no sales reps and close giant deals with D.C.-based defense and intelligence agencies.”

7. Craigslist

“It will be ugly and free.”

8. iOS

“A brand new operating system that doesn’t run a single one of the millions of applications that have been developed for Mac OS, Windows or Linux. Only Apple can build apps for it. It won’t have cut and paste.”

9. Google

“We are building the world’s 20th search engine at a time when most of the others have been abandoned for being commoditized money losers. We’ll strip out all of the ad-supported news and portal features so you won’t be distracted from using the free search stuff.”

10. GitHub

“Software engineers will pay monthly fees for the rest of their lives in order to create free software out of other free software.”

11. PayPal

“People will use their insecure AOL and Yahoo email addresses to pay each other real money, backed by a non-bank with a cute name run by 20-somethings.”

12. Paperless Post

“We are like Evite, except you pay us.”

13. Instagram

“Filters! That’s right, we’ve got filters!”

14. LinkedIn

“How about a professional social network, aimed at busy 30- and 40-somethings. They will use it once every five years when they go job searching.”

15. Tesla

“Instead of just building batteries and selling them to Detroit, we are going to build our own cars from scratch, plus own the distribution network during a recession and a cleantech backlash.”

16. SpaceX

“If NASA can do it, so can we. It ain’t rocket science.”

17. Firefox

“We are going to build a better web browser, even though 90% of the world’s computers already have a free one built in. One guy will do most of the work.”

18. Twitter

“It is like email, SMS or RSS. Except it does a lot less. It will be used mostly by geeks at first, followed by Britney Spears and Charlie Sheen.”

77% Of Law Firms’ Business Development And Marketing In Australia Are Under-Developed Or ‘Adequate’

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Law firms in Australia and New Zealand are failing to perform effective marketing with 77% rated their marketing and business development as ‘under-developed’ or simply ‘adequate’.

Latest study from The Australasian Legal Practice Management Association (ALPMA) and Julian Midwinter & Associates has revealed the shocking facts about the big number of under-developed business development and marketing. The study was conducted via online survey in September 2014 by 151 respondents from 149 law firms across Australia and New Zealand. Here are some key facts:

  • 45% of respondents rate their marketing and business development function as ‘under-developed’, while 32% rate it at ‘adequate’. Only four respondents considered their firm to be ‘sophisticated’ in this area.
  • 55% of firms have dedicated marketing and business development staff but 62% consider the team is under-resourced.
  • 80% say their firm’s lowest priority to achieving growth is boosting its marketing team.
  • 95% of firms consider their lawyers’ marketing and business development skills to be important but 56% do not invest in training in these areas, and 48% no not have a firm-wide marketing plan in place.

The lacking in these areas exists, despite the fact that 65% of firms are forecasting revenue growth for this financial year, with 27% expecting to grow more than 5%. Meanwhile, 71% of mid-size firms are expecting to increase their revenue and 44% of large firms expect to increase their revenue by more than 5%.

“There is a real disconnect between anticipated revenue growth and how firms intend to achieve this growth. Yet, reviewing the research results, it’s hard to see how many of these firms will actually hit those revenue targets with the lack of planning and limited resources they have in place” said Julian Midwinter & Associates partner Amy Burton-Bradley.

Andrew Barnes, ALPMA president and Lantern Legal Group CFO, describes law firms as often their “own worst enemy when it comes to effective business development and marketing”.

“Respondents flagged a broad range of internal barriers – from limited buy-in and support from partners and lawyers, to time and resourcing constraints and the lack of an agreed, firm-wide strategic focus. Poor market differentiation is also preventing firms from enjoying success in this area.”

He suggests law firms to change their strategic priorities in order to remove these internal barriers.

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38 Reasons Why You Need To Live In Sydney

Sydney is a wonderful city filled with beaches, harbours and incredible food. You’ll never want to leave.

1. Because you get used to waking to bright skies every morning, going for your morning run on days like this beginning your day bobbing around in this or battling morning traffic like this.

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2. Because Sydney is surrounded by water so you can commute to work like this.

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3. Because you share your veranda and parks with these guys.

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4. Because winter looks like this and whatever the season, there are always blue skies and dazzling colours (something is flowering all year round!).

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5. Because Sydney’s prime real estate is home to the Royal Botanic Gardens – free and open to all.

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6. Because we are living on ancient land and can still see traces.

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7. Because AFL may be “Melbourne’s game”, but Sydney made it beautiful.

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8. And what other city has 10 different teams competing in a national league?

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9. Because New Year’s Eve (and New Year’s Day recovery session) looks like this.

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10. Because Sydney is basically foodie heaven. From Palm Beach to Bondi, you’ll never eat as well anywhere else.

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11. Because Sydney Fish Market is so good that Japanese buyers come early to grab the best stuff for Tokyo’s Tsukiji.

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12. Because you can shop at the most incredible butcher on earth.

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13. And Paddy’s Market in Chinatown is the best place in the Western world to stock up on Asian groceries.

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14. Because once you’ve eaten a Ginger Brulee Tart at Bourke Street Bakery, you’ve basically died and gone to heaven already.

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15. Because Sydney’s hottest restaurants are in the suburbs, not the CBD.

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16. If you want to eat like a boss, you can enjoy the world’s greatest view, complete with Australia’s best desserts.

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17 Because you never need to drink the same drink twice. The Baxter Inn, Lobo Plantation, and Bulletin Place are at the vanguard of the CBD’s small bar renaissance.

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18. Because you could happily spend the rest of your life on the Inner West coffee trail.

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19. And the only place better than Lakemba for Lebanese food is Beirut.

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20. Because fish ‘n’ chips anywhere else is just plain wrong. (Manly Beach, The World’s Greatest Outdoor Diner.)

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21. Because the ultimate hipster beer is brewed right here.

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22. BECAUSE OF CHUR BURGER.

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23. Because you can eat the World’s Greatest Gelato. Every. Single. Day.

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24. Because you can choose from more than 100 beaches, from Palm Beach in the north via Avalon and Tamarama to Cronulla in the south.

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25. Because there are incredible outdoor pools everywhere, with more than 30 ocean rock pools. So there’s always a swimming option, even when the sea is too rough.

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26. Bookworms will surely love Sydney, since book swaps look like this.

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27. Because once you enter Gould’s Book Arcade, you’ll never come out.

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28. Because boutique shopping looks like this.

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29. Because Melbourne isn’t the only city with amazing laneways.

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30. Because there’s an amazing funfair right in the heart of the city.

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31. Because where else can you say “meet you at the Coke sign” and people know what you’re talking about?

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32. Because the world’s most dramatic clifftop coastal walk is on your doorstep and the city is surrounded by national parks an hour away to the north, south, and west.

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33. Because where else does a zoo overlook the CBD?

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34. Because Sydney kites look like this.

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35. Because Sydney has “the finest harbour in the world, in which a thousand sail of the line may ride in the most perfect security”.

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36. Because you get to look at the most beautiful building on earth.

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37. And cross a marvel of engineering every single day that never fails to take your breath away.

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38. Because Sydney sunsets will give you thrilling feeling.

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No city can beat Sydney for beauty, beaches and warmth. Its attractions and gorgeousness have ruined you. So smile if you’re a Sydneysider forever.

35 Hilarious And Creative Ads That Will Inspire You

 Creativity knows no limit.

These hilarious and creative ads will show you that creativity has no limit. All that you need is an inspiration that might hatch into a brilliant idea and bravery to perform such bold decision. Then, with a little bit of luck, your effort will get a lot of attention.

1. A coincidentally appropriate ad on “Slayer – Raining Blood” music video on YouTube.

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2. Giant shaver on the hockey field? A true winner.

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3. An intriguing ad from Durex.

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4. Nike

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5. A very creative zoo ad

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6. IBM

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7. Donatos Pizza

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8. Yahoo!

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9. Allianz

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10. A beauty product billboard ad

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11. Benjamin Moore Paints

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12. Jobsintown.de

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13. Ford

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14. Mustang

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15. O’Donovan Irish Pub

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16. American Psycho (Film)

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17. Game of Thrones (TV Series From HBO)

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18. Russian Building Company

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19. Formula (Toothpaste)

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20. Toothpaste ad

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21. Science World

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22. Another coincidentally appropriate ad

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23. Aston Martin

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24. Samsung

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25. Air freshener ad

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26. Reddi-wip Whipped Cream

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27. A climbing man on beverage billboard

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28. Smint

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29. Siberman’s Fitness Center

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30. Boostcreative.com

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31. Gain

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32. YKM

creative-ad-3233. Mathias

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34. Rentokil

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35. Mars Chilled

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