If advertisers find the hard work of getting the right celebrity and the right script for an ad too much, then the result will be a lazy, counter-productive mess, says Dominic Mills. So which two high profile actors have been lured into the latest car-crash ads?
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This week Simon Andrews takes a look at how social is maturing as a strategic discipline, the impact of product placement in the entertainment industry and the unavoidable problem that comes with taking a multi-screen and multi-channel approach when targeting audiences.
Online display advertising has failed and in its wake comes Native Advertising – a term we’ll all be using by 2014, we’re assured. But there is much confusion outside of the US about what it even means, never mind having the know-how to pitch its use to a client. Never fear, because Greg Grimmer has a simpler explanation for what he says is the Next Big Thing.
This year’s festival was about far more than the films – it was about the stars, the parties, the fashion and some real-life drama through an audacious jewellery heist. And while this helped Chopard take the headlines, the ubiquitous presence of brands at the festival reflects the increasingly close relationship between advertising and film, says DCM’s Simon Rees.
As Twitter announces a new TV advertising platform and Facebook comes under fire for driving users away with ‘irritating’ marketing strategies, what does the future hold for the social media giants? Raymond Snoddy investigates, and warns that social media networks have to be very smart and careful if they are not to put at risk what has been achieved…
Aside from a few notable exceptions, too many ads these days fail to capture, exploit or celebrate our unique sense of Britishness argues Dominic Mills. Where are all the witty, self-deprecating, self-doubting, cynical or just plain surreal advertisements? Marketers are really missing a trick here, especially post-Olympics when we’re still – just about – celebrating our nationhood…
This week Simon Andrews looks at why CMOs are being told to fundamentally change their marketing operating models, the argument that we don’t want Big Data – we want clever data, and the impact Yahoo’s Tumblr purchase will have on ads.
In the second part of our series examining the findings of a ground-breaking study from The Future Laboratory, News International’s Abba Newbery investigates ‘Authoritative News’ and the ways that newsbrands can present confident leadership and a strong point of view for their audience to align with
Privacy law is changing and the effect on personal data – key to the relationship between brands and consumers – will be monumental, says Colin Strong, Managing Director, GfK NOP Business & Technology. So what can brands do to ensure they don’t get caught out? Ensuring data issues are not ghettoised within a business is step one…
Following the Competition Commission’s “brutal” ruling for Global Radio yesterday, Raymond Snoddy argues that there could also be severe repercussions for Local World as the OFT examines David Montgomery’s regional newspaper initiative.