Branding, Branding, Branding ...

"(Brands) They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods."- Rosser Reeves, Reality in Advertising, 1961

Crispin Porter + Bogusky: "Mini Cooper"

When Sir Martin Sorrell Speaks

Sir Martin Sorel, CEO of the WPP Group (Ogilvy, Y&R, J.Walter Thompson and Wolff Olins) being interviewed by Patricia Sellers, Fortune magazine (1/12//04)

"Functionally, we're half traditional advertising and half other marketing services. We'd like it to be one-third advertising and two-thirds other. Why? Our clients going that way because TV advertising continues to go up in cost ... Direct or interactive marketing is more measurable than traditional advertising -- so it's more pleasurable for the decision makers."

"This is emblematic of where advertising is going. With clutter and the rising cost of network TV, we need to offer clients a very different way of marketing brands."

Campaign Press Advertising Awards 2004

Campaign » Entry kits are now available for this year's competition which celebrates excellence in press advertising.

ESOMAR Annual Congress in Lisbon


Lisbon will be the host of ESOMAR's Annual Congress. The Congress will be held on 19-22 September. The theme is 'Integranting Marketing Research in Business; from managing data to generating decisions'.
Topics range from: "Do researchers know what clients really nedd and think?"; "Is tehre a war between marketers and consumers?"ESOMAR

THE RIGHT WAY TO KILL A BRAND

Nirmalya Kumar Harvard Working Knowledge » "Diageo, the world's largest spirits company, sold 35 brands of liquor in some 170 countries in 1999. Just eight of those brands—Baileys liqueur, Captain Morgan rum, Cuervo tequila, Smirnoff vodka, Tanqueray gin, Guinness stout, and J&B and Johnnie Walker whiskeys—provided the company with more than 50 percent of its sales and 70 percent of its profits. Nestlé marketed more than 8,000 brands in 190 countries in 1996. Around 55 of them were global brands, 140-odd were regional brands, and the remaining 7,800 or so were local brands. The bulk of the company's profits came from around 200 brands, or 2.5 percent of the portfolio. Procter & Gamble had a portfolio of over 250 brands that it sold in more than 160 countries. Yet the company's ten biggest brands—which include Pampers diapers, Tide detergent, and Bounty paper products—accounted for 50 percent of the company's sales, more than 50 percent of its profits, and 66 percent of its sales growth between 1992 and 2002. Unilever had 1,600 brands in its portfolio in 1999, when it did business in some 150 countries. More than 90 percent of its profits came from 400 brands. Most of the other 1,200 brands made losses or, at best, marginal profits."

Berlin Cameron/Red Cell

On Consumer Loyalty ...

1) "The belief that once you get a customer they're yours for life is complete bullocks"
- Andrew Cracknell, ex-Creative Director at Bates Europe

2) "When a guy gets promoted, he doesn't get a more expensive Chevy. He buys a BMW."
- Al Ries, Consultant and commentator at Ad Age

AMV BBDO, London: "Snickers - 205 bones to go!"

David & Goliath: " Mattel Hot Wheels"


"Hot Wheels: Almost too real."

Fancy a Beckham in your window-shop?

London shoppers were startled to see David and Victoria Beckham, Sven-Goran Eriksson and Tony Blair in an Oxford Street shop window. The lookalikes were at Selfridges in Oxford Street to promote Private, a new book by Alison Jackson who uses celebrity lookalikes to create events the paparazzi could only dream about.

IPA Best of the Best (BOB) Awards


The IPA Best of the Best (BOB) Awards were handed out in the UK last December. The winners in the 6 categories were:
~Trevor Beattie (TBWALondon) for Best Creative Director.
~Trevor Beattie and Bill Bungay (TBWALondon) were awarded Best Creative Team for their work on Five and FCUK.
~Jonathan Glazer (Academy) was awarded Best Commercials Director for his work on Stella Artois and Barclays.
~Pete Mould (BMP DDB) was awarded Best Typographer for his work on Harvey Nichols, The Guardian, Heals, Oxfam and Knorr.
~Alison Jackson was awarded Best Use of Photography for her work on Coca-Cola.
~Matt Shepherd-Smith (TBWALondon) and Tanya Livesy (HHCL/Red Cell) were awarded for their contributions as Best Account Handler

Wallpaper founder sells “swissness” to the Swiss

Interesting article on the role that Tyler Brûlé (CEO and founder Wallpaper) and its agency Winkreative had on the branding of Swiss - the new national carrier that has succeeded the collapsed Swissair. Check article: "Swiss Brand" Winkreative: "Established in 1998, Winkreative was founded by Tyler Brûlé, CEO and founder of the Wallpaper* Group, who recognised a gap in the market for an ‘intelligence-based’ creative agency. Winkreative offers a complete range of creative services for quality brands in a range of disciplines, including advertising, intelligence, packaging, retail design, custom publishing, design and art direction, brand development, identity branding and web design. Past and present clients include SWISS International Airlines, Bally, Villa Moda, Prada, Stella McCartney, Pottery Barn, Selfridges, RJ Reynolds, Moncler, Boeing, Pringle, The Somerset House Trust and Adidas."

Digestive reading: "Brand Failures"

Synopsis: What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, but what they are less recognized for are all those branded products they’ve launched that have bombed –spectacularly and at great cost. Brand Failures is a riveting look at how such disasters occur. For the first time we’re given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style – yes, this is a business book that is actually fun to read! But his message is deadly serious.