When we think of adverts and advertisers, commercial brands spring to mind. Coca Cola, MacDonald’s, -historically- the tobacco industry, are the key players. These brands and private industries certainly have the creative spend, the commercial drive and the huge advertising teams to be able to run the industry and buy the essential Superbowl advertising slot for their creations. Read More
In the lead up to this summer’s World Cup, brands pledged allegiances with football teams, football stars. Head and Shoulders showed off dandruff-free Joe Hart, Mars revealed to us the cheeky side of Steven Gerrard and Adidas published huge billboards of Luis Suarez’s face – teeth bared…
Unsurprisingly, these have not been the most universally popular campaigns in light of recent events. So how do you quickly disassociate yourself with a failed advert, without seeming to do a complete u-turn? Read More
Print marketing is being stripped back. Online publications and adverts are becoming the norm, we can’t escape them. And this is the world in which, as Sucharita Mulpuru-Kodali, retail analyst at Forrester Research points out:
‘As a lot of other marketers cut back on print marketing, there’s an opportunity to stand out more. It’s not perceived as clutter…’. Read More
Content marketing has been been hailed as the method of choice for 2014. It can be far most cost-effective than traditional marketing channels & offers seemingly unlimited options for how to share you content (and your brand) to your target audience.
Recently, content marketing has been making a foray into the film industry. Films have often offered extra content before, or mostly after, their release date, which die-hard fans lap up. Merchandise, deleted scenes, ‘The making of…’ documentaries, all help fans to identify with the brand of a film they love. Read More
Great sports people can make a brand & a brand can make great sports people. It can be the most mutually rewarding of advertising partnerships, but it is hard to tell at the outset which personality will marry perfectly with which brand. With so many sporting events lined up for 2014, there are guaranteed to be some new rising stars. The task for brands, is to identify their new sporting soul-mate early on.
An article in this week’s Advertising Age, looks at some of the greatest Brand/Sports personality success stories. Successful both for their memorability & for their unprecedented financial results. Read More