The end of event sponsorship marketing? How the World Cup lost its pull July 6, 2014 Event sponsorship is one of the oldest forms of advertising – when the Olympic games was first revived in Athens in the 1850s, it was at the behest of Albanian businessman and sponsor Evangelis Zappas. But with brands scrambling to get noticed amid the current World Cup marketing melee, there are signs that the centuries-old [...]
Beyond billboards: Kinetic’s UK CEO Stuart Taylor on the new out-of-home advertising June 23, 2014 Liam Ward-Proud talks to Kinetic’s UK chief executive Stuart Taylor Once a relative backwater of the marketing landscape (compared to high-budget TV ads at least) the digital revolution is giving out-of-home (OOH) advertising a new lease of life. Static billboards and posters are being replaced with digital screens and moving images, increasingly able to interact [...]
How London beat Germany to be Europe’s leading ad industry hub June 23, 2014 Figures from Zenith Optimedia last week forecast that, this year, the UK advertising industry will outstrip Germany’s in size for the first time. Once, this would have been unthinkable. When I started the London offshoot of German advertising agency Scholz & Friends, many in the industry said I’d lost my mind. This wasn’t [...]
The week in brief – UK agencies win big at the Cannes Lions June 23, 2014 UK agencies and creative shops were well-represented among the winners at last week’s Cannes Lions festival. Adam & Eve/DDB won big for its Harvey Nichols “sorry, I spent it on myself” Christmas work, as did OgilvyOne for its “magic of flying” campaign for British Airways. PHD won two golds for its work with Lego, and [...]
Aiming for the stars June 8, 2014 Annabel Palmer speaks to Jenny Biggam, media veteran and co-founder of the7stars AS the media landscape becomes ever more complex, media giants like Mindshare or OMD are having to look beyond the traditional recipe for success (small distribution networks, multiple revenue streams) towards greater innovation and efficiency. But Jenny Biggam, co-founder of the7stars (an independent [...]
The week in brief June 8, 2014 UK E&M market to be worth £64bn by 2018 According to PwC’s latest Global entertainment & media (E&M) outlook report, the UK E&M market is expected to grow by 3.1 per cent from 2013 to 2018 – to a value of £64bn in 2018. In 2013, Britain had the second largest E&M market in Europe, [...]
The Farage Factor: What marketers can learn from political campaigns May 18, 2014 @AnnabelPalmer1 IN THE run up to the European elections this Thursday, the word on everybody’s mouth is “Ukip”. Having launched a hard-hitting, £1.5m billboard poster campaign, created by Edinburgh-based agency Family, party leader Nigel Farage has followed up with a string of incendiary comments and television appearances. Has he gone too far with his message? [...]
Context is crucial: Why marketers may be about to crack mobile May 11, 2014 @LiamWardProud IT’S WELL-KNOWN that advertisers have struggled to keep up with consumers in the switch to mobile. Recent figures from eMarketer showed that, while UK mobile ad spend is expected to rise by 90 per cent this year, it will still only account for 30 per cent of total digital budgets. Bear in mind that [...]
Media consolidation: Why the agencies will keep getting bigger and bigger April 27, 2014 @LiamWardProud CONSOLIDATION at the top of the media business is nothing new. Publicis and Omnicom’s ongoing $35bn (£21bn) merger, subject to repeated delays by regulators, follows in the footsteps of the former’s acquisition of Saatchi & Saatchi in 2000. Sir Martin Sorrell, meanwhile, has continued busily adding to WPP’s bulging portfolio of companies built throughout [...]
Gamification: What Monopoly is teaching marketers about engagement April 7, 2014 @AnnabelPalmer1 GAMIFICATION has been popular with businesses for decades: loyalty programmes and cereal box prizes are just two examples of the strategy in action. In recent years, however, it’s become a marketing buzzword. But what does it really mean, and is it here to stay? Many consumers associate gamification with apps or digital games. Certainly, [...]