Emap Disposals

1841938 — Tue, 07 Aug 2007 12:06:47 GMT

There's been a great deal of discussion recently about EMAP demerging its business or selling off chunks to anyone with a large enough cheque.

The nature of EMAP's business is going to make that difficult for whoever's going to cast an eye over the main consumer brands.

EMAP has led the way in producing cross-platform entities, all of which reinforce each other. Would Smash Hits Radio do (apparently) so well, if there wasn't a TV station that supported it? What happens to the support Heat magazine is giving the relaunched Heat Radio if they go their separate ways?

In an ideal world the buyer would scoop up all the branded bits together, for Kerrang this would include the magazine, website, events, TV and radio - but are the potential buyers - GCap, GMG and Global have all been mooted - really geared up to run all of those different businesses? And if they stretch their core competencies will the brands they've paid handsomely for start to lose their value.

There is also a fly in the ointment with regards the TV channels. EMAP has of course just flogged off half of the TV operation (The Hits, Smash Hits, Kerrang, The Box, Kiss, Magic, Q) to Channel 4. EMAP's had enough trouble keeping each of the platforms 'on brand' and that's when they own them all, it's going to be hugely difficult when these are all owned by separate companies.

Campaign for Real Marketing

695124 — Fri, 23 Mar 2007 08:15:14 GMT

Remember you saw it first on The Wethey Forecast. It is time to put the magic back into marketing, before it is obliterated by mediocrity, short-termism, and too much pre-testing, regulation and procurement.

Had a drink last night with a client. He is a talented and seasoned marketer working at the European HQ of a global giant. He was looking chirpier than I’d seen him for a long time, and offered an unusual explanation. “It’s my new boss,” he said. “This guy is the real deal. He is clever. He is classy, and he is a pied piper too. He has only been here a few months and you can already see the effect on the brand and the whole team.”

When did you last hear anyone say that? It is rare enough to get the wow factor from a TV spot, a DM piece, a promotion, or anything on the web. Rarer still to meet a truly inspiring and charismatic marketer. Why is that?

Because marketing directors come and go so quickly they don’t get the chance to make an impact?
Because caution, often in the guise of pre-testing, kills some great ideas as surely as it eliminates obvious howlers?
Because regulation blunts entrepreneurialism and flair?
Because procurement can become too powerful?
Because communications directors are making inroads into marketing budgets
Or because the brightest people are attracted by other careers, whereas years ago marketing would have beckoned?

It is probably down to elements of all these factors – and more.

Does anyone else care? Do you feel, even out of curiosity, feel like joining my Campaign for Real Marketing? Do post me names of great marketers you work with, or have known in the past. We need to celebrate these stars and encourage more to follow in their footsteps. Names and ideas please. Or if I am wrong – and there’s a golden age of marketing out there right now – tell me.

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Emap Disposals

Campaign for Real Marketing