Alcohol: Southern Comfort Goes Digital, Sherry Goes Social

Brown-Forman‘s Southern Comfort brand — weary of jostling for notice with other spirits brands during the narrow nightly window when they are permitted to advertise on cable — is taking its entire media buy digital, allowing it access to programs online it couldn’t touch on TV.

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Ad Agency Creature Marketing Sherry to Younger Consumers
Seattle boutique shop Creature has developed a humorous Web site that’s meant to shed some light on the drink’s history, types and usage. The site, built for the Sherry Council of America, takes on the fusty image of the Spanish fortified wine.

secret sherry society

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Lawson Clarke, Experience, Media Usage, McCafe

Former Arnold creative Lawson Clarke is trying to regain his rightful place in the advertising economy by advertising himself into a new gig. He is doing so via malecopywriter.com.
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Experience the world instead of talking about experiencing the world
The signature behavior of people who routinely achieve innovative outcomes is that they constantly seek to experience the world instead of talking about experiencing the world.

This is a revelation? According to data from psychographic-research company Mindset Media, personality is often a more effective prediction tool for media usage than age, gender and income. “We had a hunch that people’s personalities played into the kind of media they consumed,” said Sarah Welch, Mindset Media co-founder and chief operating officer. “Demographics have long been thought to be [the indicator for] media consumption. Young people use the web and watch TV, for instance. But there are so many different effective ways to reach people … using whatever psychographic your target segment has.”

Marketing Blitz for McCafe Is on the Way
Whoever said mass marketing is dead never worked at McDonald’s. The master of the McBlitz is about to outdo itself with its long-awaited national campaign for its new coffee line, touted as the biggest launch in its history — no small feat for a company that regularly drenches consumers in marketing.

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Enfatico folds. I am disappointed.

I was sad to see that Enfatico is to be folded into Y&R. I still believe the Enfatico model can work. Although the WPP custom-built agency for Dell didn’t reach critical mass before the recession struck, it doesn’t necessarily mean a marketing structure built for a single client can’t work. It was also a brave shot at thinking about the totality of a client’s brand communications rather than one silo.

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Spontaneity, Muziic, Thwarted Coke, Shrinking Languages

The Spontaneity Strategy
Some deathless prose from my old mate Erik Hanson. “In today’s dynamic media landscape, people are living their lives at the speed of real time. News is expected to be up to the second, friends keep up with each others’ lives online, step by step and hour by hour, and the latest and greatest can change every time you “refresh the page.”

Built by a clever 15-year-old web developer, this program allows users to stream any of the hundreds of thousands of songs available on YouTube directly to PCs (without fiddling with videos), where they can then be organized into an iTunes-like interface. Check it out now before it’s gone, as the site has yet to receive the blessing of Google, record companies, or the various rights holders to the songs.

Chinese Government blocks Coca-Cola’s billion dollar bid
The Chinese government has dealt a blow to Coca-Cola’s ambitions by blocking its $2.5bn (£1.8bn) purchase of drinks company China Huiyuan Juice Group on anti-monopoly grounds. In China, Huiyuan accounts for about 42% of the domestic pure juice market. In a statement the Chinese Ministry of Commerce said the deal would “restrict competition in the drinks market, force consumers to accept products with higher prices and reduce the types of products available”.

AROUND a quarter of the world’s population speaks just three languages: Mandarin, English and Spanish. But out of the 6,700 of the world’s identified languages, nearly 2,500 are deemed at risk according to UNESCO, the UN’s cultural body. The imposition of a colonial language long ago in big countries such as Brazil and America is still endangering the diversity of native tongues. In America, 53 languages have become extinct since 1950, more than in any other country.
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PR Brands Better, The New Normal, Guardian Open Platform, Right Music Wrongs

Earned media that results from public relations efforts may be more important than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer electronics, and financial services and vehicles, finds a survey by Text 100 (an, er, PR company) and Context Analytics. The findings of the “Media Prominence Study,” (pdf) which calculates brand value based on Interbrand‘s 2008 Best Global Brands report, show that on average 27% of brand value is tied to how often the brand name appears in the press.
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Recent Mintel studies have confirmed that, rather than entirely forgoing spending on shopping, travel and entertainment, most consumers are “trading up, down and over,” Mogelonsky reported in a recent Webinar presentation. In the new economy, consumers at all income levels are “learning to look up, down and over to find goods and services at prices they can afford … and want to spend,” she said.
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the Guardian has settled any debate concerning their own publication in one bold move, almost. To that end, they have launched Open Platform a service that encourages readers to reuse Guardian content within the larger context of the internet, leveraging – according to the site – “our journalism, our brand, and the technologies that power guardian.co.uk.”
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Droga5 and Virgin Mobile have created a campaign asking users to decide which artists from the past are guilty of creating ‘wrong’ music. The first offender to confront his sins is Robert Van Winkle – aka Vanilla Ice – whose Ice Ice Baby is the highest selling rap song to date (over 40 million copies since its launch in 1991). He appears in a video apologising for the baggy pants, the dodgy hair and – most importantly – for the music. http://www.rightmusicwrongs.org
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Are Account Guys, Like, Over?

Death of an Account Man
For decades now the demise of the account man (I use the phrase gender neutrally) has been predicted. Back in 1996, a clutch of young bucks founding Mother declared that their agency would be an account man free zone. Since then many a start up around the world, incentivised by the twin lure of scrambling for a point of difference for their fledgling agency and the desire to minimise costs, have announced that their agency won’t require the men in black (suits).

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