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Famous people who can teach us
    about media planning
#3 The Spice Girls
The UK Music scene, 1995
The UK Music scene, 1996
But what did they really get out of it?
Even if there were just a cynical
marketing exercise, it certainly worked


                            I’M
                          FILTHY
                          RICH!!!
Imagine if they were an FMCG brand and
 Simon Fuller their marketing director…
So how did they do it?

                 We can’t put it down to talent alone




* There is a joke on this page
With thanks to Smash Hits magazine, they
started to build differentiating personalities
Always the same
And whatever they did, the
personalities remained the same
In media terms, they were platform
             neutral
Their brand identity was so strong that
         they traversed all media

               As should our brands

• If you entertain on TV, you need to entertain online

• You still need to “do” things to keep the message,
  and your brand, consistent
The Spice Girls

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The Spice Girls

Editor's Notes

  1. For those not in the know, that’s MenswearThe music scene wasn’t exactly bursting at the seams with female voices
  2. Regardless of how musically gifted they may or may not have been, they shifted a gazillion records and made enough money to keep them in Buffalo trainers and (alleged) plastic surgery for the rest of their lives.
  3. So, how did they do it?
  4. And they wore platform trainers! Do you get it?