Th 4 A's Conference is the biggest gathering of the Year for US communications agencies. Its been the site for some almighty speeches over the years and this year was no exception. Mich Mathews, senior VP-central marketing group at Microsoft, announced that the vast majority of their half a billion...
Its kind of like the anti-IPA Awards. All the big brands that dominate their market, not depsite, but apparently because of an inherent focus away from big ad spending. In the Uk its the Pret a Manger effect. Big brands that do such a good job of building brand they do not need to spend much if anything...
Traditional or Non-Traditional communication? It's the classic question that we seem to always face. So which tools are which? It's actually a question of when. I was on a panel of experts last week at a big conference in Asia. The conference dinner the night before had been far too vigorous...
In an unprecedented letter of complaint this month, The Royal Society, Britain's most respected scientific organisation, rebuked Exxon for funding organisations that promote a 'misleading' viewpoint and condemned the company's attempts to create a 'false sense ... that there is a...
Research firm PQ Media recently estimated that of the $7.45bn global product-placement value that will be generated this year, only 35% will originate from a paid incentive. The challenge comes in working out which third are paying for placements, and which are genuine recipients of free publicity. A...
Who you gonna choose? When Bartle Bogle Hegarty (BBH) walked away from Sony Ericsson two weeks ago it appeared to be for good reason. Sony Ericsson had appointed Wolff Olins to work on its brand strategy at the start of 2006 but failed to mention this to BBH, its agency of five years. Integrity, status...
Co-branding is a potentially HUGE brand building tool Usually, we only look at other brands as competitors. But the marketing world is changing: many marketers now perceive other brands not simply as rivals, but as potential partners in mutually beneficial projects. There has been enormous growth in...
