Monthly Archives: March 2009

The punters have been left out of the loop

I’m sitting at the kitchen table, reading the Saturday paper. At the same time, I’m on the laptop checking for emails. At the same time, I’ve got the radio on in the background. At the same time, my wife is talking to me.

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Britney Spears reads Brand Republic exclusive (allegedly)

Or at least her 2.0 media manager surely must. A few months ago I literally berated Spears’ marketing machine for missing the opportunity to advertise around the premiere of her comeback single online and for not making the song available in online stores like Amazon and iTunes during the promotional period. For her latest single, If You Seek Amy, it is an entirely different story.

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Andy McNab on Advertising

I was talking to a class of about 30 students from Newcastle the other night. They were very quiet, as most students are nowadays.

They were waiting for me to tell them the right way to do advertising. They’d probably seen half a dozen other creative directors on their trip
down to London. I’m sure everyone had given them their version of the right way to do advertising.

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Tweet me baby one more time

So, Britney Spears has overtaken the official Twitter feed to become the third most popular tweeter in the world (you heard it here first). But what exactly does this mean?

Spears is now hot on the heels of Barack Obama in her quest for Twitter domination. While she is still some way behind the currentleader of the Twitter pack – an unofficial CNN breaking news feed – the emergence of a major pop celebrity is a big development in the short history of Twitter. But is it a significant moment in the evolution of digital culture?

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"It may be dry, but it’s massive…"

Antony Mayfield from iCrossingYesterday, one of my colleagues, (a big search advertising fan) was waxing lyrical to me about search, ahead of our event, IAB Engage for Search this morning. “It may be dry, but it’s massive” he said… LikeI needed any persuading!
But actually, I only agree with half of that statement. Search IS massive. Even in this wonderful, happy, silver-lining of an economic climate that we’re currently dwelling in, it’s proved itself an infallible medium, and based on thepresentations today it seemslikethe industry’s only just getting started in many ways – mobile search for example is set to be huge.But I totally disagree that it’s dry… In reality – and thanks to some great speakers today – search is a very dynamic place. It’s an area of online that’s constantly improving and adapting as consumer behaviour gets more sophisticated.
I always talk about social media, and this blog post will be no exception, but what interested me today is the extent to which search and social media are so inextricably linked. Like a ‘horse and carriage’ in fact, according toAntony Mayfield from iCrossing who spoke today about how search should be at the heart of your brand marketing strategy – it’s a reputation management tool and consumer search activity can provide us with excellent insights into what they’re looking for (obviously!) and when, and why.Search results tell you (and the general online audience) what people are saying about your brand, and whether you’re doing enough (particularly in terms of SEO) to manage that, and provide consumers with sufficient signposting to the rest of your social media activity – the fun stuff! Searchshould beconsidered a core part of your social media strategy, and should bemonitored regularlyto ensure that you’re making the most of it, because on the search pages (whichever search engine you may be using…) is where your audiences are starting the bulk of their online sessions.
At the IAB, welike tobang the drum for integration – too often specific online disciplines are dealt with in isolation, which brings me to another great speaker from today. Brandon Keenen from Platform A urged our delegates to talk to each other, not literally during his presentation of course (imagine the distraction!) but in terms of the different departments within our organisations.Your search folks need to talk to your social media folks, and your social media team to your ecommerce team and so on, because every single part of a brand needs to know what your strategy is, what your values are, and how you can best talk to people to communicate these objectives.
I’m hoping that one day we talk less about ‘search’ and ‘social media’ and ‘display’ (etc etc) as standalone tools, but more about ONLINE marketing, as a whole, which essentially puts the consumer first and follows them wherever they may be (again, not literally, there’s privacy issues here too!) and presents to them one key marketing message that they understand and can act upon if they wish. None of it’s dry, all of it’s essential, and as a medium, it will stayunequivocally massive.
For pictures of the event click here.

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The creative map

One of the greatest pieces of visual communication is the London tube map. I never really appreciated it until I was taught about it, at art school in New York.

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Where’s the best place to advertise on a website, next to written, photographic or video content?

Over the weekend I was sent a link to Ben Adams of boyband and now Celebrity Big Brother fame snogging a granny and it took me back to 2004. No, I didn’t snog Ben or a granny, I interviewed him for the latest campaign with Sony BMG. I used three mediums: written content, video footage and photos. As an online marketer using the tool of content for promotion, it seemed logical to produce something using all methods available to me that the fans/consumers would appreciate.

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Is Google setting the industry standard on privacy?

With the IAB’s Good Practice Principles for behavioural advertising still ‘hot off the press’ (to use an old media term!), Google this week launched its own ‘interest-based advertising’ global product across its AdSense partner sites and YouTube.

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Don’t win an account, create one

One of the best things we did at GGT was the LWT poster campaign. It ran for several years and we did over 70 posters, at the rate of one a week. It won gold awards several year’s running.

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The Budweiser theory

Budweiser got to be the biggest-selling beer in the USA by being everyone’s second choice.

How it worked was like this. I’d take the station-wagon to the supermarket on Saturday. Being a bloke, I need to stock up on beer for the week ahead. My favourite beer is Pabst, so I get a case of that.

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