During 2011, Steve Henry and Alex Gulland set themselves the task of exploring the controversial and complex subject of The Future of Advertising. The pair interviewed a wide range of high profile opinion formers, within the industry, who were asked their views regarding the future for advertising in general.
Rory Sutherlandquestions how in a future ideas economy we can not only put a value on ideas but also create worthwhile incentives for professionals to continue to generate new and innovative concepts.
As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, we ask should cosmetic surgery clinics use standard marketing techniques?
No
Sally Ann Stanley
Group marketing director, Highland Spring
Any clinical intervention requires people to be managed as patients, not general consumers.
It is distasteful and potentially trivialising and exploitative to de-ploy general marketing methods, often to women who may temporarily be more receptive than usual to aggressive communications.
I would far rather see cosmetic surgery considered through the route of medical consultation and expert clinical advice. People will be more fully and expertly advised and more likely to be directed toward the appropriate outcomes.
Price will always be a consideration, but not at any cost. Surely, the skill and reputation of the medical team and the quality of their work is the priority, not a bargain price.
This is what I know by Amanda Mackenzie, the Marketing Society’s president, in her final dispatch from Davos.
Saturday afternoon: Well I’m sitting waiting at the departure gate at Zurich airport.
I’m not sure I feel bright-eyed and bushy-tailed enough to write with searing wit and insight, but let’s see what happens.
You can read all the clever journalists’ writing yourselves …it’s better informed than anything I’d do so I haven’t spent a lot of time talking about the big issues in that respect. Read the rest of this entry »
This week we see some mould breaking work in how to engage the younger target audience. Not normally reviewed together our examples come from the world of cereals and automotive, but both these examples are top drawer when considering how to engage the youth market. Check ‘em out, they is really cool!
Nearly 80% of children worldwide are online and tech-savvy and so the challenge for The Marketing Store was to come up with a promotion for a cereal that wasn’t the same old hum-drum cutting out the back of the empty packet to make something. Except that was exactly what they did. But in this instance, the cutting out resulted being able to join in a great online Hotwheels game using the cut-out steering wheel to control the onscreen car. Real innovation that will be an absolute hit in households with young Lewis Hamilton hopefuls.
In our regular Monday article,SAY Media analyses the week in a Venn diagram. This week, it’s about their first attempt at reinventing digital publishing with the redesign of Remodelista.
“The way I see it, if you’re gonna build a time machine into a car, why not do it with some style?” Doc Brown
As a species, we’ve become obsessed with what’s next. From fashion to entertainment to technology, we’re constantly looking ahead to the next big thing, leaving a trail of fashion road kill, rehabbing pop stars, and obsolete electronics in our wake.
It’s no surprise then that in the heat of this progress-oriented delirium we’ve lost sight of a few things. When viewed through the lens of digital publishing, the push for faster speeds, greater access, multiple screens and even more impressions has resulted in a disregard for the art of editorial design and an advertising experience that respects the content. The industry has suffered for it. Read the rest of this entry »
Elen Lewis, Marketing Society editor, curates the edited ‘nice to know’ highlights from the weekend papers, from 13 million cyclists to 45,000 mortgages
13 million Britons are cyclists – 3.7 million bikes were sold in 2010.
One in 10 homeowners earns extra cash by letting a room to a lodger, representing £3.9 billion a year
Only 45,000 mortgages were approved in November, compared with 61,000 a year ago.
Women made up only 5% of Hollywood directors in 2011.
There are 40m sq ft of supermarkets planned or under construction. This is three times the size of Hyde Park.
Elen Lewis, Marketing Society editor, curates the edited ‘need to know’ highlights from the weekend papers, from women at Davos to fathers staying at home
Only 17% of delegates at the World Economic Forum were women.
In November youth unemployment in Britain passed 1 million for the first time in 15 years – equivalent to 22% those aged 16 to 24.
The World Health Organisation predicts that by 2030 more people will be affected by depression than any other health problem. Britain spends only about 1.7% of its national budget on mental healthcare.
Last year 62,000 men were full time stay-at-home fathers, tripling from 21,000 in 1996.
Following last night’s Fellows Dinner with Nicola Horlick, CEO, Bramdean Asset Management our chief executive shares his first thoughts on how marketing can represent itself better to the City.
1. We need to distinguish between the views and attitudes of FD’s generally and “The City”. FD’s may often be responding to what they see as the short term demands of the City, but some people in the City do get the role of marketing and brands, and value it. Martin Deboo at Investec, whose job is to follow the publicly quoted top consumer companies like Unilever and Diageo, went so far as to say that the City is conducting an “irrational love-in with marketing”… Martin’s view may be a bit rosy because of the companies he studies, but I do know that Diageo are particularly good (and unusual) in both measuring and communicating the value and health of their of their brands both internally and to the City. They are a particularly good company for us to follow and hold up as an example of best practice to the rest of the City.
In this post from the World Economic Forum, The Marketing Society’s President Amanda Mackenzie hears the prime minister explaining the UK’s commitment to Europe.
I realise last year I didn’t just wander in to sessions the way I should, so here I am, having just found myself in a room where Gordon Brown is chairing several African presidents and now we are waiting for Cameron to arrive. Should be fun.
And it’s only 11.30. Seen two of the best economists in the world speak, one ex and one current PM, discussed with one of the INSEAD professors how to help teach one of their courses. Oh, and a few journalist encounters to boot. Go Davos!
The Marketing Society’s President, Amanda MacKenzie is in Davos. Here is her first post with more to follow tomorrow.
Well I went to bed too far into the early hours to be awake again, but here I am knowing that if I don’t blog now for yesterday I will forget all that happened and it will all merge into a blur. And as I often say, no one dies of lack of sleep alone…
I met David Jones and Kate Robertson for breakfast yesterday. David is the global CEO of Havas and Kate runs EuroRSCG in the UK but they are most famous for setting up One Young World, a global initiative to bring young leaders of the world together . It’s an amazing project! David has also just published a book called ‘Who Cares Wins’. He works very closely with David Cameron.
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#WLTM: Marketing Society Business Leader Paul Wilson, CMO, Sunguard http://t.co/xZYSkyovFebruary 3, 2012 2:39
@BrainJuicer: How Can Brands Show Us They Care? http://t.co/SoDI8XQnFebruary 3, 2012 12:13
@RobinHoughton Thanks for braving the cold last night and joining us @SohoHouse. We will send you another book to review for #bookclub soon.February 3, 2012 12:03
In this post from the World Economic Forum, The Marketing Society’s President 
