Very nice infographic that nails the key issues.
Image Credit: ioVentures Inc.
How a Barcode Could Make F-1 Racing Illegal on UK TV
In the UK it is illegal to show tobacco advertisements on certain television programs, like sporting events. Today, a bar code painted on the spine of a Formula-1 race car is causing problems for Marlboro and the Ferrari F1 cars sponsored by the cigarette maker. This story is worth reading if for this quote alone: “The bar code looks like the bottom half of a packet of Marlboro cigarettes. I was stunned when I saw it. This is pushing at the limits. If you look at how the bar code has evolved over the last four years, it looks like creeping branding.” -prominent English physician John Britton.
Carlsberg is bidding to increase its brand awareness in China with a novel one-off marketing ploy which will see its logo on Liverpool football kit written in Chinese. The specially designed kit will appear in Liverpool’s match against Chelsea on 2 May and marks the first time the logo on the kit has changed in 18 years. The lager brand is using the shirt sponsorship to capitalise on the interest of football fans in China. The move also ties in with the brewer’s role as partner of the Danish Pavilion at the World Expo 2010
event in Shanghai.
Today was extremely important for the Internet. Facebook
announced that its “Like” button is going to appear on publisher sites all over the Internet. These buttons will populate a user’s profile in Facebook linking back to the originating site while also providing Facebook with even more immensely valuable, realtime data about its consumers. Here’s an Ad Age story covering the announcement (which includes my perspective) and below is my deeper analysis of the announcement and what it means for marketers, publishers and agencies.
What makes a great online display ad? Ashley Ringrose, co-founder of Soap Creative and curator of Bannerblog, has a few ideas. Among them: A truly interactive ad must have an interactive idea. That, and it should be useful, not annoying, to consumers.
Conde Nast’s digital arm is treading firmly on guarded agency turf by offering creative services to advertisers — even for ads that don’t run in Conde Nast properties, Advertising Age has learned. The glossy publisher’s in-house creative services group known as CND Studios is now accepting client assignments to craft ad campaigns regardless of placement. It is a significant shift for the company, which in the past has only done creative work for advertisers buying space on one of its publications, whether in print or online.
Battles between agencies leading to failure
The “battle” between digital and traditional agencies is contributing to the failure of many advertising campaigns, Kristi VandenBosch, ceo of Publicis & Hal Riney, has said. VandenBosch was speaking at the Ad:Tech conference in San Francisco, covered in more detail by Geoffrey Precourt, Warc’s US editor, here. She suggested that rather than providing a coordinated service for their clients, traditional and interactive agencies frequently ended up in conflict with one another. “Traditional and digital agencies are caught up with who gets to lead, but neither has earned the right,” said VandenBosch. “[Often] it is not a battle for leadership or control, but for who gets the credit.” The main cause of this situation is that traditional agencies generally emphasise “objects”, whereas their counterparts that primarily focus on new media tend to think in terms of “systems”.
is developing a marketing strategy with digital agency Firstborn, public-relations firm Weber Shandwick and promotional group TracyLocke. “We’re not tied to the old methods,” said a brand official, noting that no creative agencies were considered as SoBe looks to content rather than advertising.PepsiCo-owned brand had been working with Arnell Group to produce TV spots that ran during the 2009 Super Bowl and last spring, but while the ads generated “a ton of awareness,” the company said they didn’t deliver the engagement the brand was looking for. “The passionate fans weren’t saying the things we thought they should be saying,” said Angelique Krembs, director-marketing for SoBe. “Going forward we needed to get to engagement. That’s why we evolved our approach.”
Nissan shifts marketing budget to experiential projects
Japanese car manufacturer Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing. It follows the marque’s decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an interactive brand centre at the East London venue.
“Toyota’s now disastrous foray into social media offers a demonstration of what skills an agency needs to play in that space. It’s now obvious that PR expertise is not an optional extra that ad agencies having a bit of a dabble in social media can do without. Although advertising has always had the potential to be controversial, for social media that possibility grows exponentially and that risk needs to be controlled. And as Saatchi & Saatchi has demonstrated, it now goes without saying that you actually need to understand social media before you start. You can’t start learning on the client’s time.”
I won’t bore you with the details, as the above post is very detailed … and this graphic is very telling …
There have been a few comments flying around to the effect that “any publicity is good publicity” – a notion I reject. Toyota doesn’t have an awareness problem … but it may have a perception problem. Something like this can only have a negative impact on the latter.
In mitigation, at least Australia is a small-ish territory (Pop. 22MM) , and I don’t think many of Toyota’s prospects will have been exposed to this (in Australia or elsewhere) … except us social media nerds that is …
A digital out-of-home campaign aimed at increasing awareness of Delta Airline’s flight schedule in the New York City area
accomplished its task – by a measure of more than 28%. From February to mid June, the airline and its ad agency, Digitas
, ran a campaign using both DOOH and traditional media. Edison Research, which surveyed consumers prior to the launch and during it, also found that business travelers’ perception of Delta’s international schedule increased by 26% and overall awareness by 15% (via Digital Sign Today).
How Delta Microtargets Business Travelers
When Delta Airlines wanted to reach business travelers just in the New York area last spring, it decided to test the idea of microtargeting with place-based media. So it teamed up with out-of-home vertical SeeSaw Networks to create multiple 15-second spots customized to a wide array of venues across five different digital out-of-home vendors.
I have penned (rather, copied and pasted) a few lines on this topic before … now I notice yet another article about whether Digital shops are ready to take lead agency /AoR positions for clients. This time AdWeek‘s Brian Morrissey chips in, saying that “Web Shops Go From Underdogs to Top Dogs”.
“While digital shops have fared better than their traditional counterparts in recent years, a hot-button question points to their still-debated status: Can these agencies move beyond their primary role of tech jockeys to become leaders of brand strategy? R/GA has attacked this question head on by winning lead agency assignments from Ameriprise Financial as its lead shop. Such assignments are still the exception to the rule. Yet the general expectation is that the number of these jobs will increase, particularly as digital initiatives become core not only as marketing channels, but as internal drivers of innovation.”
Well, a couple of things…
1. Does it make sense these days to differentiate digital and traditional shops (except by heritage)?
2. The brain drain from formerly-traditional agencies to formerly-internet-advertising agencies means that most of the smart money/ people are moving to the “digital” side. I think this thought-leadership migration will only continue.