There’s been a new wave of advertising in recent weeks that’s caused some folks to run around willy-nilly yelling, “Boobs and butts! Boobs and butts! Rise up and slay the accursed advertisers!” Sometimes, I don’t see what the big deal is all about. An ad like the UK’s Wonderbra casting call appeals to me because
My next read will be “Why She Buys,” by Bridget Brennan, Crown Business, 2009 is a terrific book that just came out in July. Margie Zable Fisher is the President of Zable Fisher Public Relations, has excerpted all the salient points belo that and I’ve added them to my knowledge bank on marketing to women.
iMedia Connection’s Michael Estrin posted an article today listing 10 “hot creative agencies to watch” — and what do you know, there was Big Fuel… Thanks for the props Michael! Article Highlights: Many big agencies are making a play to go digital without being truly in the space The digital industry is seeing a disintegration
Madison and Vine’s Andrew Hampp recently spoke with Ogilvy Branded Entertainment honcho Doug Scott about branded entertainment’s place in the new econonmy.
PQ Media curbed its projections for branded entertainment as early as last February, saying the category’s growth would slow to the high single digits this year after increasing 13.9% to become a $25.4 billion business in 2008. Product placement and integrations accounted for 15% of that business in 2008, with the rest going to events, sponsorships and other branded projects.
However, according to Scott the category has solidified it’s importance and continues to prove itself as a necessecity in the new media landscape.
Read the full article here:
Award-winning Creative Visionary Joins Top Consumer Engagement Agency NEW YORK, Feb. 9 /PRNewswire/ — Big Fuel, the consumer engagement agency, today announced that noted marketing industry guru Holly Pavlika has joined the company as its executive creative director. She’ll work closely with Big Fuel President Ian Baer and company Founder and CEO Avi Savar, as
An interesting roundtable of digital, direct and traditional marketers weigh in on the growing debate. How have the rules changed for brand marketers and where is this all going?
A short excerpt is below, be sure to read the full article here
With the nation facing major economic issues for the foreseeable future, and marketers tightening budgets across the board, direct response marketing in all media appears to be in position to take another major step forward. With measurable marketing and ROI now taking center stage more than ever, it begs the question — is traditional branding dead?
Ken Murray, chief marketing officer, J.G. Wentworth: No, traditional branding is going through a metamorphosis, where the borders between branding and DR are less defined. What that means is that messaging needs to be memorable, but also have a clear call-to-action in order to be effective. Budgets are tight and marketing investments need to be measurable to the extent possible, but branding is alive and well.
Ian Baer, president, Big Fuel: The biggest shift is that branding has become a mutual proposition. It’s no longer sufficient for a brand to develop a set of messages and rely on frequency and spending to burn those messages into a consumer’s mind. Now, the consumer has taken an equity stake in every brand, at least when it comes to the emotional side of the equation. Direct marketing has moved from optional to mandatory for most brands.
Darren Beck, senior vice president of marketing, http://Tree.com/: Brand advertising isn’t likely to ever “die.” However, the line between brand advertising and direct response advertising continues to blur. I view brand advertising and direct response advertising as opposite ends of a spectrum. Many highly successful companies recently have found a sweet spot somewhere in the middle of the two extremes. “Branded-response” advertising has become a buzzword for this approach, and companies from Capital One to LendingTree have successfully leveraged a branded response approach to drive their businesses forward.