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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. This week, as MPs have proposed that brands use their adspend to help enforce regulation of newspapers, we ask is it risky for brands to get involved in politics?
NO
Jane Asscher
Managing partner and chairman, 23RED
Advertisers already have a de facto, but unofficial, policing role. Brands’ withdrawal from the News of the World was a key contributor to the title’s closure, for example.
Editorial context and advertising content have a symbiotic relationship. If the former gets out of kilter with the readership, the latter becomes less effective, and clients vote with their wallets.
While the advertising industry’s self-regulatory system is funded by the ASBOF/BASBOF £1 in £1000 levy on client media expenditure, it’s unlikely that the replacement for the PCC will be supported financially by advertisers. Thus it will fall to the publishing industry to set its house in order and underwrite its new policeman.
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Posted: April 12th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: 23red, DDB UK, Jane Asscher, marketing debate, MediaCom, policing newspapers and blogs, Stepehn Woodford, Sue Unerman, The Marketing Society Forum, Tom Hings | Leave a Comment »
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As the football season is reaching its climax, we look into two social media campaigns aimed at the soccer fanatic. The first is for Nivea For Men and the second, an app developed to highlight Intel’s data streaming capability.
Nivea for Men – The Great Football experiment
CMW
This involved yet involving campaign sought to discover the land’s worst football team, put them through some intensive preseason training with the legendary EL TEL, Ray Wilkins and Ray Clemence, to prove that preparation is everything. After 350 entries and a website full of voting, Ivory FC looked about the worst a man can get, and the challenge was on. The coaching worked and the team has risen to second in their League and in the process, via a host of canny social media engagement, have attracted a stadium full of viewers to their You Tube films. This campaign has already picked up one Trophy and is possibly the bookies favourite for at least a couple more.
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Posted: April 10th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, campaigns, CMW, football, Haystack, haystack online, Intel Info Stream, MRM Meteorite, Nivea for men, social media, The Great Football Experience | Leave a Comment »
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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. This week, as Ben & Jerry’s has renamed one of its ice cream lines in support of marriage equality legislation, we ask is it risky for brands to get involved in politics?
NO
Tim Duffy
Chairman, M&C (UK) Saatchi Group
Ben & Jerry’s has always had a social conscience; it has long campaigned on same-sex marriage (renaming its Chubby Hubby ice cream as Hubby Hubby in the US). So this move has integrity.
When a political issue collides with a brand, there is, arguably, a duty to customers, employees and shareholders to get stuck in – as in the case of Saga attacking Chancellor George Osborne’s ‘granny tax’, for instance.
Brands cannot be passive. While not all wish to engage in Benetton-like controversy (although where’s the harm?), many engage in policy issues, such as Fairtrade.
These may not be controversial, but they are taking a stand – and that is politics.
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Posted: April 5th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Age UK, brands and politics, Duncan Lewis, Joe Clift, lloyds, M&C Saatchi, marketing debate, Marketing magazine, MBA, Stephen Maher, The Marketing Society Forum, Tim Duffy | Leave a Comment »
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Not all charity advertising is directly about raising money. People need to know that the charities are doing good and making a difference. A consequence of which is that donors will be more prepared to give next time around. These two films do this in very different ways. The first for the NSPCC, shows that they need people to respond to child abuse issues faster, so that the charity can have a greater impact on the safety of children. The second shows what a powerful effect the National Lottery can have on people’s lives, especially through their Heroes Return initiative.
NSPCC – The S#*! Kids Say
Inferno
Late last month the NSPCC launched a viral campaign made by Skins Director Amanda Boyle, ‘Don’t wait until you’re certain,’ which urges the public not to ignore that niggling doubt about a child’s safety, as concerning new figures show most people wait over a month before picking up the phone. In 2011, a record number of almost 45,000 people across the UK contacted the NSPCC because they were worried about a child. Around half of these cases were so serious they warranted immediate action. Over 12,000 of these serious calls were from people who had been concerned about a child for at least a month. And nearly 5,000 of these people had waited at least six months before flagging their concern.
This film will change some of that! Very powerful.
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Posted: April 3rd, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, AMVBBDO, charity campaigns, Haystack, haystackonline, inferno, NSPCC, The National Lottery, The work: No. 37 | Leave a Comment »
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They say that if you take on a sponsorship, you need to spend at least the same again to activate it and get your money’s worth. We take a look at how HSBC activated their part in last weekend’s Pacific/Hong Kong Sevens and with the Grand National just a couple of weeks away we take a look back at how John Smith’s Bitter owned that event last year. (Click the links or the images to learn more).
HSBC Hong Kong Sevens Sponsorship
JWT
When you are joint title sponsor of an event you probably need to work twice as hard to make sure people understand that you are involved and why. ‘Serious Play,’ a campaign devised by JWT to connect HSBC to the Hong Kong Sevens, tackles that issue with ease. It is probably heresy to say this in London 2012 Olympic Year, but the Hong Kong Sevens is probably the best sporting festivals on the planet. The intimate stadium, multicultural audience, passionate national rugby and a party spirit characterise this high energy event that takes over Hong Kong Island for one weekend every year. This film captures all that and more and has HSBC emerge victorious in the joint sponsorship clash of the Hong Kong Titans.
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Posted: March 27th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, AESOP, campaigns, Grand National, Haystack, haystack online, Hong kong sevens, HSBC, John Smith's, JWT, rugby sevens | Leave a Comment »
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In an extract from Marketing Excellence 2, Amanda Mackenzie, chief marketing and communications officer, Aviva, on the power of brilliant, simple communications.
If you can think back 20 years to when the choice of media was TV, press or posters, what defined a brilliant idea then is what still defines a brilliant idea today. You would think no one watched the TV anymore, and yet, here we are, with some quite huge shifts in behaviours and great payback from people doing precisely that.
Thinkbox had the extraordinary role of reminding us that TV was alive and well. It did this admirably with case histories of advertisers in an innovative and textbook approach.
In true Mars style, Pedigree showed how it can boil a brand down to its essence which perfectly matches the product and its relationship with its consumer (or in this case, purchaser), execute brilliantly and see the results follow— and raise money for a good cause.
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Posted: March 23rd, 2012 | Author: stuart.treasure | Filed under: marketing excellence 2 | Tags: Amanda MacKenzie, aviva, Case Studies, ideas, marketing excellence 2 | Leave a Comment »
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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. This week, with the appointment of Alex Gorsky, who started as a sales rep, as Johnson & Johnson’s new chief executive we ask are sales people likely to trump marketers for the top job?
NO
Hugh Baillie
Chief Executive, Ogilvy & Mather
The best way for a chief executive to create value for shareholders in the long run is to create value for the customer.
When you think of customers, the art of the sales guy is making you buy things you didn’t think you wanted. The art of the marketing guy is making you want things you didn’t even know you needed.
In a world where pretty much all the supply levers have been pushed to the max, the foresight and creativity of the marketer should win out.
Having said this, given that the chief executive slot is increasingly reserved for people from finance, I welcome the increasingly rare sight of anyone making it to the top from a customer-facing role.
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Posted: March 22nd, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: craig inglis, Daryl Fielding, emma harris, Eurostar, hugh baillie, John Lewis, kraft foods, marketing, marketing debate, Marketing magazine, ogilvy & mather, sales, The Marketing Society Forum | Leave a Comment »
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In the lead up to Mother’s Day last Sunday, there was clearly a rush to get the child stars booked to appeal to the mums. Both Harvester and Tesco ran campaigns that rely on child talent playing adult roles. Not an original trick but probably an effective one to drive some pre Mother’s day sales.
JWT London
Mitchells and Butler – Harvester
Called ‘Junior Chef’, this TV ad takes a behind the scenes look at a busy Harvester kitchen where a confident young customer takes on the role of a head chef. Clearly taking his inspiration for his management style from Gordon Ramsey, this little actor, misses out the bad language but manages to include the virtually the entire menu as he oversees the preparation of his family’s meal.
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Posted: March 20th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, campaigns, Harvester, Haystack, haystack online, JWT, Mitchells and Butlers, Mother's Day, tesco, The Red Brick Road | Leave a Comment »
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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion Facebook has called on brands to reorganise their marketing around social so we ask should brands build marketing functions to focus on Facebook?
NO
Mobbie Nazir
Head of digital strategy, JWT
There is no ‘one size fits all’ model. Brands need to cut through the hype to define the value that Facebook can realistically provide.
A year ago analysts were touting f-commerce as having the potential to threaten Amazon as an ecommerce platform. This vision has yet to be realised.
Marketing departments need to understand where and how their consumers spend time online, and devise strategies to connect and engage across multiple platforms as appropriate. Social media has had a big impact and continues to evolve. However, as stated by Coca-Cola, the focus for marketers in this shifting landscape should be content, connections and integration – not media platforms.
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Posted: March 15th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Clare Baker, Facebook, marketing debate, Marketing magazine, Mobbie Nazir, Nick Hudson, saj arshad, The Marketing Society Forum | Leave a Comment »
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As Masterchef 2012 enters its final week, we look at how a University Services company has developed their branding and lifted their profile by introducing 2011 Masterchef winner Tim Anderson, into the world of student cooking. We also feature a graduate recruitment company that is trying to keep graduate talent in the midlands.
Campus Living Villages
Avantgarde
Campus Living Villages, the global university accommodation provider, is taking 2011 BBC Masterchef winner Tim Anderson on a tour of universities around the UK, hosting cookery masterclasses to teach students how to make simple, healthy meals.
Tim is hosting a cooking masterclass for students on how to prepare tasty meals on a budget, which are nourishing and simple to make. Tim took typical student dishes of ‘Toast on Beans’ and ‘The Sober Kebab’ and gave them a healthy, cost effective twist.
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Posted: March 13th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, avantgarde, campaigns, campus living villages, grad central, Haystack, haystackonline, HROC, university services | Leave a Comment »
