Procter & Gamble's corporate marketing director, Roisin Donnelly, claims that integration is the biggest single challenge facing UK brand-owners. Speaking at IAB Engage 2007, Donnelly called on advertisers to recognise that the ‘digital consumer' is not a new or a ‘different species' that needs to be treated in isolation. Online people are exactly the same as offline people,' she said. ‘Internet users still spend time watching TV, reading newspapers and text messaging.'
Marketers and their agency partners may want to consider therapy. Their relationship isn't looking so hot these days, according to a survey that finds, among other things, that the agency is often the last to know when its client is straying or wants a divorce. The survey -- conducted jointly by New York-based agency-search consultant Joanne Davis Consulting and its international counterpart, Scan International, surveyed more than 100 top agencies in advertising, media and other fields.
Effective and Sustainable Branding Starts With Music
Written by Webmaster
Monday, 05 November 2007
Music's role in advertising is always changing. Years ago, chief marketers used jingles to sell every product imaginable: Think of those catchy tunes as predecessors of today's sonic branding tags. In recent years, scoring spots with hit songs or obscure gems has become a major trend. And now, in the still-developing field of branded content, music continues to do what it has done for decades: inflect the visual content of ads.
The 97th ANA Masters of Marketing Conference has just concluded -- leaving behind a massive dose of insight and learning. We were all privileged to tap into the mind-sets of some of the most influential and powerful marketing minds in America today. After three days of this conference, I find myself in awe of this industry. It is big, it is complicated, it is confusing and it is ever-changing. tons of experiences to lean on --
Procter & Gamble's corporate marketing director, Roisin Donnelly, claims that integration is the biggest single challenge facing UK brand-owners. Speaking at IAB Engage 2007, Donnelly called on advertisers to recognise that the ‘digital consumer' is not a new or a ‘different species' that needs to be treated in isolation. Online people are exactly the same as offline people,' she said. ‘Internet users still spend time watching TV, reading newspapers and text messaging.'
Marketers and their agency partners may want to consider therapy. Their relationship isn't looking so hot these days, according to a survey that finds, among other things, that the agency is often the last to know when its client is straying or wants a divorce. The survey -- conducted jointly by New York-based agency-search consultant Joanne Davis Consulting and its international counterpart, Scan International, surveyed more than 100 top agencies in advertising, media and other fields.
Music's role in advertising is always changing. Years ago, chief marketers used jingles to sell every product imaginable: Think of those catchy tunes as predecessors of today's sonic branding tags. In recent years, scoring spots with hit songs or obscure gems has become a major trend. And now, in the still-developing field of branded content, music continues to do what it has done for decades: inflect the visual content of ads.
The 97th ANA Masters of Marketing Conference has just concluded -- leaving behind a massive dose of insight and learning. We were all privileged to tap into the mind-sets of some of the most influential and powerful marketing minds in America today. After three days of this conference, I find myself in awe of this industry. It is big, it is complicated, it is confusing and it is ever-changing. tons of experiences to lean on --
