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 | Campaign objectives
Persil were launching their new capsules variant with the objective of building a high level of brand awareness and brand saliency. A key aim of the campaign was to give the launch 'event' status and inject newsworthiness. The key competitor was Ariel which had already launched its capsules variant into the market. The campaign The campaign launched with a flying green capsule landing in Leicester Square on Thursday 10 May. Patrick Moore identified it as a Persil Capsule. Advertising began on Friday 11 May in national newspapers, TV and radio. In addition, internet advertising launched on 7 May. The Daily Mirror ran a two page, colour, editorial and 25x4 ads ran in all the other national newspapers. The advertorial was a mock-up of a real news page. Campaign impact NOP Omnibus telephone research was carried out across 11-13 May 2003 with a sample size of 1,000 adults to specifically look at the impact of the newspaper advertorial. The technique used allowed the impact of the Daily Mirror editorial to be isolated from the other elements of the campaign. |
wELCOME TO oRANGE cOUNTY
 | "(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 |
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) | Campaign »
Entry kits are now available for this year's competition which celebrates excellence in press advertising. |
 | 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." |
 | 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. |
.jpg) | 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." |
 | 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. |
 | What if "Josef" and "Mari" lived in the modern times? Would anyone be hospitable and kind enough to bring them inside for one night? It seems that history repets itself. Courtesy of Mother, London» "Can Josef and Mari get a room?" |
 | "Wieden + Kennedy/Portland turns to some novel animation styles in a new pair of spots for the website nikelab.com. In one, a pair of mechanical crabs pop through a manhole in the middle of a junkyard and take each other on in a game of soccer. The live action and effects for "Crab" were handled by The Embassy Visual Effects, a visual effects company launched in Vancouver earlier this year. |
 | Why does Fast Company magazine call St. Luke’s "the ad agency to end all ad agencies"? Since the late Nineties St Luke's has forged a reputation as one of the UK's hottest creative agencies; also one of its most idiosyncratic. The company still operates as non-hierarchical cooperative - all employees have an equal shareholding in the business. There are no personal desks, a completely mobile phone system, and rooms dedicated to specific clients rather than to its personnel. Does the system work? Well, despite its utopian management style, the agency has built a strong portfolio of leading clients such as British Telecom, a Clarks, HSBC, Ikea, amongst others. |
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Controversial EasyJet ads are most talked about of 2003 LONDON - EasyJet, the budget airline that does not retain an advertising agency, made the most talked-about ads for 2003, beating campaigns starring Gary Lineker and Jamie Oliver. Source: Brand Republic |
 | Mini Cooper product placement on the cover of the Weekly World News: "Bat Boy the world's favorite freak, went on an incredible death-defying joyride through Michigan, Indiana and Ohio after carjacking a brand Mini Cooper" Excellent work from Miami's agency Crispin Porter + Bogusky |
 | The Copy Book: How 32 of the Worlds Best Advertising Writers Write Their Copy. The writers in this book are excellent. That may go without saying. But what really makes this book stand out is how each writer has liberated their own section of the book. It's amazing, that when asked the same question: "How do you write your copy", each came up with a completely different answer. Ed McCabe's writing is especially insightful. It makes me wonder if people with this much talent should have graduated already...to making movies. The book was published by a British Art Directors group, so feel reassured, people of copy, people of art appreciate your laboured yet witty long copy ads. |
 | PRINT Grand Prix a) Kolle Rebbe, Hamburg: Bisley Office Equipment Gold a) Y&R France: Orangina b) JW Thompson, London: Veet c) DDB, London: Volkswagen d) TBWA\Paris: Playstation 2 e) Saatchi & Saatchi, Milan: Mondadori Book Silver a) JW Thompson, Lisboa: Salvation Army b) Mccann, Madrid: Medicos Sin Fronteras / Coca-Cola c) CLM/BBDO: Guiness d) Lowe, London: Stella Artois e) TBWA\Germany: Nivea Visage TV Grand Prix a) Bartle, Bogle and Hegarty: Xbox Bronze a) JW Thompson, Lisboa: "Invisible" To see the complete winners and categories list - Eurobest Live |
 | Har Mar the unconventional superstar appears in a new U.K. viral campaign for Scottish vodka Vladivar. In spots posted on the Vladivar site, the cheeky Har Mar (aka Sean Tillman, formerly of noise band Kalvin Krime) flaunts his lavish lifestyle and his bottom. As the tagline says, "Some People Have Just Got It" |
 | Game Over: New Rules for Advertising
- Stephen Shaw writes of the decay and decline of the ad agency, an institution victimized by its own arrogance and the dawning realization of many efficiency-oriented companies that agency recommendations might be rationalizations. He points to a bias against non-TV and online media in particular, and the possibility that this may be the very weakness on which the industry's demise may hinge. |
