A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
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A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
4 Ways Brands Should Act During COVID-19 Riku Vassinen
We are living in unprecedented times and all brands need to re-evaluate their marketing strategy for the foreseeable future. Many marketers are considering postponing or cancelling their marketing activities.
Instead of marketing paralysis, this document outlines 4 ways for brands to act during these turbulent times:
-Remove Barriers
-Reduce Stress
-Reuse Capacity
-Re-Energize People
BOBCM: Best of Branded Content Marketing 2015 case studiesJustin Kirby
This special SlideShare edition features 26 projects of all shapes and budgets that were originally published in the three 2015 Editions of Best of Branded Content Marketing (BOBCM). We hope they will provide inspiration and encourage more great work from brands and their branded content marketing partners.
The intersection of content and design is fascinating subject. This paper focuses on product and brand design to create compelling interactions that draw consumers in and get the them to share the creative experience.
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
(Graham Brown mobileYouth) How to Youthsource like FordGraham Brown
Download it:
Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
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Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
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To access the full report, visit: https://resources.canvas8.com/superbowl2020
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Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
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My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
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The intersection of content and design is fascinating subject. This paper focuses on product and brand design to create compelling interactions that draw consumers in and get the them to share the creative experience.
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
(Graham Brown mobileYouth) How to Youthsource like FordGraham Brown
Download it:
Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
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Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
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We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
The Impact of Artificial Intelligence on Modern Society.pdfssuser3e63fc
Just a game Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?
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Want to move your career forward? Looking to build your leadership skills while helping others learn, grow, and improve their skills? Seeking someone who can guide you in achieving these goals?
You can accomplish this through a mentoring partnership. Learn more about the PMISSC Mentoring Program, where you’ll discover the incredible benefits of becoming a mentor or mentee. This program is designed to foster professional growth, enhance skills, and build a strong network within the project management community. Whether you're looking to share your expertise or seeking guidance to advance your career, the PMI Mentoring Program offers valuable opportunities for personal and professional development.
Watch this to learn:
* Overview of the PMISSC Mentoring Program: Mission, vision, and objectives.
* Benefits for Volunteer Mentors: Professional development, networking, personal satisfaction, and recognition.
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About Hector Del Castillo
Hector is VP of Professional Development at the PMI Silver Spring Chapter, and CEO of Bold PM. He's a mid-market growth product executive and changemaker. He works with mid-market product-driven software executives to solve their biggest growth problems. He scales product growth, optimizes ops and builds loyal customers. He has reduced customer churn 33%, and boosted sales 47% for clients. He makes a significant impact by building and launching world-changing AI-powered products. If you're looking for an engaging and inspiring speaker to spark creativity and innovation within your organization, set up an appointment to discuss your specific needs and identify a suitable topic to inspire your audience at your next corporate conference, symposium, executive summit, or planning retreat.
About PMI Silver Spring Chapter
We are a branch of the Project Management Institute. We offer a platform for project management professionals in Silver Spring, MD, and the DC/Baltimore metro area. Monthly meetings facilitate networking, knowledge sharing, and professional development. For event details, visit pmissc.org.
4. Ownership of AMV
The agency is owned by BBDO, a huge advertising
company branching out globally. It is 6th in the top 50
advertisement agencies in the world.
AMV is one of these child companies to the parent BBDO.
It was formed by David Abbott, Peter Mead and Adrian
Vickers in 1979.
5. Operation Model and
Products
The business model across BBDO used is known as
‘Allied-unrelated’; where the different companies
under the BBDO banner all are given core
components to start up the company without help
from others. However, clients and customers may be
shared across the board.
Some of the products that AMV BBDO have worked on are
very prestigious; one example of this is the ‘You’re not
you when you’re hungry’ campaign created for Snickers.
It worked so well when it was released that the campaign
‘saw some double digit growth in value sales in some
channels as well as an increase of 705,000 sales of
Snickers in comparison to the last year in England.
7. Market Position and
Competitors
“AMV themselves are the biggest agency in the
UK, working with 92 brands. However, BBDO is
absolutely huge – being the third largest agency in
the world, with 288 offices in 90 countries.”
BBDO is rated the 6th top ad agency in the world
based on statistics from their online presence rated
by http://www.top50adagencies.com/ .
However, BBDO has been crowned ‘Network of the
Year’ 5 times at Cannes, and is currently ranked the
most creative agency in the Gunn Report.
12. Purposes, genre, and
forms.
“Arcelik is a leading household
appliances brand in Turkey,
ranging from dishwashers to
televisions. WPP, under the child
company ‘Y&R Istanbul’ was hired
in 2010 to launch a collection of
advertising campaigns to
demonstrate the environmental
positives of the products of
Arcelik.”
“The form that these
adverts could have been
distributed as could be as
newspaper adverts due the
usage of purely black and
white colours.”
“The advertisements
were created to show a
combination of the
electrical side with a
combination of the
electrical side of the
company with the
environmental issue of
global warming. The
most important part is
that the text must stand
out and be snappy, as
well as look eco-
friendly.”
13. Content, style, meaning
The style of the advert is simplistic
but with deep meaning. In each
advert that WPP created, the use
of purely B&W advertising creates
a professional look and also cuts
down on costs on ink. The use of
a whale is a brilliant figurehead of
Nature because it is so peaceful.
This almost as a guilt-trip device
to the customers.
“The whale is a direct reference to
Nature. Arcelik want to show that
electrical appliances are using up
more energy than they should;
therefore ‘consuming’ nature.”
I picked this quote out of the work that I
had done because it involved the
description of the use of how the advert is
suggesting that your electrical appliances
were consuming nature.
The whale is a direct
reference to Nature. Arcelik
want to show that electrical
appliances are using up more
energy than they should;
therefore ‘consuming’ nature.
They took this approach
because it uses subtlety to
point towards their
environmentally friendly
televisions. By saying ‘DO
NOT CONSUME THE
NATURE!’ with capitals to
indicate emergence but
below that to include ‘less
energy consuming, green
LCD TV’ points the
customer in their direction
subliminally. The use of the
buzzword ‘consuming’ allows
a link to the message of the
advert to the product.
14. Production process of the
advert
Planning: the focus of the advert is specifically on the brand of televisions
due to the figure of ‘45% less energy is used, and consumes no energy
when left on standby.’ The message is ‘eco-friendly’ all over.
Pre-production: The work required before the actual creation of the advert
would have involved using mind-maps to come up with a design that can
engage with the audience. They achieved this by creating the illusion that
the wire would be coming from towards the audience. They then had to
create a relation from nature to the product being advertised. This was
achieved by including the animals in the wire as the animals chosen are
considered magnificent creatures of the wild.
Production: the next part of the production process would have been to
understand the reach of the advert and how they could maximize this while
spending as little as possible. The advert would then be handed over to
the artists at WPP to create, while Y&R Istanbul would be making last
minute changes to make the best possible impression on the product.
Post-production: The last part of the production process would involve
finalizing details as well as checking to see if all requirements had been
fulfilled for the advert. For example; whether it met budget costs.
17. Brief of Audience Research
I took two Snickers adverts that were created within the
BBDO corporation (produced by ‘IMPACT BBDO’ in
Dubai) and I showed them to my friends and relatives of
different ages to ask them three questions that would:
Find out their initial response and reading of the
adverts
Upon closer inspection the relationship and
understanding of the advert
And if the advert makes them want to buy a Snickers
after seeing the advert.
18.
19. Analysis of the data
collected
The first impressions for the advert are very varied; for example, Vikki
Browning, Person A thought that while it was eye-catching, on further
inspection of the second advert it was ‘quite offputting!’ while Person B
completely disregarded the advert and said that he ‘did not care, nor care to
understand what the advert means.’ This in comparison to Person C saying
that she felt ‘uneasy’ and Person D saying it made her feel confused, scared
and intrigued at the same time!”
For the older generation (my grandma and grandpa) the overall thoughts of the
advert were that while it was a clever concept, they wouldn’t buy Snickers as
the advert didn’t leave a positive image of the brand. This could be because
the image itself came across as a bit scary or sinister.
For the students, both of the girls thought that they could see potential in the
product from this advert;
“I think it’s a fantastic way of representing the advert, very obvious the two were
linked but very different as well!” – Georgia Challands, Person D
“The print itself is eye-catching and makes you think into the meaning of it, therefore
it successfully stands out and draws more attention to the product.” – Hannah
Gautrey, Person E
What we can see from this is that while the older generation appears to not interact
with the advert in the same way as the younger generation due to how they see it.
The correlation does not seem to be anything about spending power, interests or
gender but actually about age instead.
20. What could be done to make the
product more attractive to maximize
reach
The elder generations complained that it was too complex but also
quite intimidating at the same time. This may involve the ‘mad
scientist’ image being very convincing. One way this could be
targeted and dealt with is by making the image of the mad scientist
less threatening and sinister as well as the
Including an image of the chocolate bar itself in the advert could be
an USP because it shows the significance of the chocolate to
catalyze the effect.
The switch-over from ‘Get Some Nuts’ campaign to the ‘You’re not
you when you’re hungry’ campaign was a wise decision because it
targeted the ‘lad’ audience who want to man up – but the question
that should be asked is what could the campaign do to extend the
reach to the elder generations? One solution could be involved older
celebrities shown performing while also getting transformed from
being undesirable.
23. Social Media
Social media has become a huge part of every-day life of
the modern UK person. Mars Inc found a way to use this
to their advantage via the social media platform ‘Twitter’
by using celebrities to advertise their campaign.
This included tweets from TV celebrities such as Katie
Price, footballer Rio Ferdinand and boxer Amir Khan.
Some of these examples include Rio Ferdinand talking
about knitting, and Katie Price commenting of China’s
GDP. This allowed Mars Inc connect with a different type
of audience and achieve a higher reach. It is estimated
that the reach of the social media campaign achieved 27
million while only costing £70,000.
24. Celebrity Endorsement
Celebrity endorsement is one of the easiest ways to
gain support for your product. The reason for this is
because celebrities often have a large following of
people due the interest in the characters. One
example of this is Mr Bean (Rowan Atkinson) who
was involved in a 2014 Snickers commercial.
Because of this, the advert went viral with over 5
million views.
26. Super Bowl – an expensive
but extreme payoff
“The average cost for a Super Bowl ad (which if we
cut back earlier is the Betty White one) is said to
around $4m. However, the reason why the cost of the
advertisement is so worth the exposure your brand
would get is simply based on how many people
actually watch the Super Bowl - with the last Super
Bowl (2014) having had a whopping 111.5m viewers.”
Because of the extreme amount of reach that the adverts
Super Bowl reach out to, the cost of $4m becomes
suddenly a very small number. For a large company such
as the creators of Snickers (Mars Inc) it becomes a very
small cost for such a huge expansion to their viewer
base.
27. Conclusion about distribution
channels & advertising
Social Media is becoming much more prominent in
advertising, and with this comes ever-increasing in
Word of Mouth advertising. Celebrities say something
ridiculous and funny, then say that Snickers stops
them from being out of character. People ‘retweet’ or
share the messages and it spreads from then on.
Celebrity endorsement is popular because of the
following the celebrities have. This attracts a new fan-
base to your product.
TV Advertising can be very effective, especially on
the much larger scale such as Super Bowl if the
advert is just as effective.
29. ASA are the regulatory body that is used to make sure that every
advert created is created on a fair playing field for every business.
They also respond to the concerns from the members of public and
check to see if the advert could be taken offensively, if it is misleading
or if it is offensive.
30. ASA Part 2
The ASA consists of 13 people for the council, of which these 13
people can still on the council for a maximum of 6 years (in three
year increments). They have written two codes:
"The UK Code of Non-broadcast Advertising, Sales Promotion
and Direct Marketing (CAP Code) applies to advertisements
across media including newspapers, magazines, billboards,
posters, leaflets, mailings, e-mails, texts and on UK based
company websites.
The UK Code of Broadcast Advertising (BCAP Code) applies to
the content and scheduling of television and radio advertisements
(including teleshopping). It also covers programme sponsorship
credits on radio and television services but complaints about
these are handled by Ofcom.”
31. The Snickers’ Social Media
extended
As mentioned before in the last few slides about the Snickers advertising
via ‘Twitter’, the reach that was achieved also helped raise sales.
“The act of being so out of character simply by itself caused a media
storm as people wondered how Katie Price got around to talking about
China’s GDP figures. 4 other celebrities such as Rio Ferdinand and Cher
Lloyd followed suit.
The reaction to this was both shock but also interest displayed by the
public, and due to this and the handing out of Snickers in the London
Tube as ‘emergency snickers’ for those who displayed signs of hunger.
This in turn created an increase of 705,000 sales of Snickers for that
year.”
However, this was not just that easy. The campaign sparked two
complaints about Rio Ferdinand and Katie Price advertising as not being
‘obvious forms of marketing communication. However due to the use of
the hashtag #spon - the hashtag for sponsored content was used to show
specifically that Snickers was sponsoring the celebrities after the digital
campaign had been checked with the CAP Code.
Therefore, no action was taken.
32. Betty White: Snickers & Super
Bowl
“This is the 2010 Super Bowl snickers advert that restarted the ‘You’re not
you when you’re hungry’ campaign. The representational problems that
could exist with this advert is that it could give the impression that older
people are weaker not only physically but also mentally. This could come
across as offensive to older people - however it would be a long shot as it
is meant to be comedic to the majority of the middle-aged to younger
audience.
It is giving the impression that if you eat Snickers, you will be a stronger
and better person, which is what appeals to our ‘fight or flight’ instincts.”
To add on to what I wrote in the last paragraph, this type of advertising
could be seen as quite aggressive because it is declaring that you are
weak in a subtle way without Snickers. It holds the same message as the
‘Get some Nuts’ campaign, however it does not declare it so publically.
https://www.youtube.com/watch?v=OTPJYZLD6L8