Time travel and TV sponsorship
A number of news sources reported this week the decision of the Omnicom Group to employ Robert Riesenberg as Chief Executive of 'Branded Entertainment'. In a nutshell, this business is all about media organisations and clients working with agencies to produce TV shows that promote a product or brand.
Worried that consumers are skipping 30-second commercials or surfing the Internet, advertising executives are looking for new and creative ways of imbedding their products in entertaining television programmes. But is the idea really anything new? Far from it. The early days of television in the United States were full of this kind of sponsorship. Back in the fifties, it wasn't uncommon for shows to be named after the sponsor and the boundaries between the entertainment and commercial elements of the programming were unclear to say the least. What's more, market research showed that recognition of the respective brands was high. Anyone who's interested in the detail would be well advised to check out Stephen Fox's excellent history of American advertising, The Mirror Makers*.
In the UK today, there is probably fairly low tolerance of overt product placement, but we are very much used to television programmes including references to their sponsors at the opening of the show and the start of commercial breaks. I think viewers would be left in little doubt that "French Leave", for instance, is sponsored by Bonne Maman (the fastest way to France). And where would Graham Norton be without light, silky smooth TIA LUSSO® Cream Liqueur?
It's interesting that advertisers are returning to some of the oldest tricks in the book in order raise brand awareness among their target market. And it ties in with the theme of one of my earlier blogs: there are very few spaces left today in which it's possible to escape a sales message.
Offers of sponsorship for 108th Street are always welcome, of course ;-)
© Phil Woodford, 2004. All rights reserved.
Phil Woodford is a creative director at a London-based advertising agency and a lecturer in advertising theory. www.philwoodford.com
Read more:
Riesenberg to join Omnicom
http://www.adage.com/news.cms?newsId=39580
Graham Norton and TIA LUSSO® Cream Liqueur
http://www.channel4.com/entertainment/tv/microsites/G/graham/optin.html
*The Mirror Makers: a history of American Advertising, Fox S, Heinemann, 1990
http://www.amazon.co.uk/exec/obidos/ASIN/0434147273/qid=1074466782/sr=1-1/ref=sr_1_11_1/026-8895624-8202839
In 1968, David Ogilvy wrote a letter that was distributed at New York's Grand Central Station to help raise money for an African-American college fund. The opening line asked readers to look out of the train window when they reached 108th Street. Seeing with their own eyes the homes of the impoverished black students, they donated $26,000 in one evening. A simple idea that proved incredibly powerful. And an inspiration for this blog on advertising creativity around the world.
Sunday, January 18, 2004
Monday, January 12, 2004
Lone Ranger leads fight against junk mail
Gerry Ranger has stacked up more direct mail than most people. According to the BBC, the pensioner from Gloucestershire, England collected over 700 mailshots in the course of a year in order to demonstrate the amount of resources that are wasted through this particular form of advertising.
If I had a penny for every time someone's told me they throw all 'junk' mail in the bin, I'd certainly have collected enough cash to buy one of those carriage clocks they give away as a free gift with insurance offers. The general consensus is that direct marketers are on a hiding to nothing. But as someone who's written direct mail myself, I have to let you in on a little secret. The mailshots do work. Otherwise businesses, charities and even local estate agents would have given up sending them out a long time ago.
The aim of every marketer, of course, is to get their list as near perfect as they can, so that they're targeting people who are genuinely interested and minimising their printing and postage costs. But despite huge advances in segmentation and computerised databases, this remains a bit of a pipedream. That's why there's a recognition that the vast majority of mailers will find their way into the rubbish. Response rates to cold mailings can be as low as 1%. But that 1% response provides enough return on investment to make the exercise profitable.
And this, of course, is one of the big problems with the online junk that we call spam. Although virtually no one replies, the cost of sending out hundreds of thousands of e-mails is practically nil. So it only takes a handful of Viagra purchases to leave the spammer quids in.
Mr Ranger apparently hopes that his junk mail mountain can be turned into some kind of Turner Prize winning installation. Its originators no doubt saw it as a work of art when they first mailed it.
© Phil Woodford, 2004. All rights reserved.
Phil Woodford is a creative director at a London-based advertising agency and a lecturer in advertising theory. www.philwoodford.com
Read the original press report at http://news.bbc.co.uk/1/hi/uk/3389777.stm
Gerry Ranger has stacked up more direct mail than most people. According to the BBC, the pensioner from Gloucestershire, England collected over 700 mailshots in the course of a year in order to demonstrate the amount of resources that are wasted through this particular form of advertising.
If I had a penny for every time someone's told me they throw all 'junk' mail in the bin, I'd certainly have collected enough cash to buy one of those carriage clocks they give away as a free gift with insurance offers. The general consensus is that direct marketers are on a hiding to nothing. But as someone who's written direct mail myself, I have to let you in on a little secret. The mailshots do work. Otherwise businesses, charities and even local estate agents would have given up sending them out a long time ago.
The aim of every marketer, of course, is to get their list as near perfect as they can, so that they're targeting people who are genuinely interested and minimising their printing and postage costs. But despite huge advances in segmentation and computerised databases, this remains a bit of a pipedream. That's why there's a recognition that the vast majority of mailers will find their way into the rubbish. Response rates to cold mailings can be as low as 1%. But that 1% response provides enough return on investment to make the exercise profitable.
And this, of course, is one of the big problems with the online junk that we call spam. Although virtually no one replies, the cost of sending out hundreds of thousands of e-mails is practically nil. So it only takes a handful of Viagra purchases to leave the spammer quids in.
Mr Ranger apparently hopes that his junk mail mountain can be turned into some kind of Turner Prize winning installation. Its originators no doubt saw it as a work of art when they first mailed it.
© Phil Woodford, 2004. All rights reserved.
Phil Woodford is a creative director at a London-based advertising agency and a lecturer in advertising theory. www.philwoodford.com
Read the original press report at http://news.bbc.co.uk/1/hi/uk/3389777.stm
Saturday, January 03, 2004
Here's your change, sir. And a free advertising message...
According to Newsstream, a highly innovative guerrilla campaign has been launched to promote the new American mini-series Traffic. The show, which is set to reach television screens at the end of January 2004, is concerned with the trafficking of drugs, guns and human beings. Reports say that agency GoGORILLA Media is placing stickers on new dollar bills and getting bar staff to hand them out as change to punters in swanky bars across New York and LA.
Undoubtedly a great idea and one that seems well targeted and in keeping with the theme of the television show. But it does beg the question: how much further will advertising intrude on our every day lives and personal space? Former US Presidential candidate, Ralph Nader - and other activists associated with the anti-globalisation movement - claim that there are fewer and fewer spaces that are advertising-free. Kids are bombarded with marketing messages in school - an issue of growing concerns to parents in the UK as well as America. Interactive billboards in some parts of the States are now capable of picking up radio frequencies in cars and switching messages according to the demographics of the traffic queue. Hardly a day goes by without some new medium being exploited.
What about the radio data system? That's the clever gizmo that flashes up the name of the artist and song as you're driving along in your motor. Very soon, according to reports, it's going to be sending out messages to accompany your radio advertisements too. A bank in North Carolina is experimenting with the idea this very month and seems likely to be flashing up messages such as "FREE GIFT" and "CALL NOW". A superb example of direct and intrusive marketing? Or simply an additional hazard on the roads to distract drivers?
If you think you can escape the commercial bombardment by taking to the air, I have to advise you that won't even be safe at 35,000 feet. Advent Airads™ are designed to greet you as you open the overhead locker.
Some people, however, clearly welcome the intrusion of advertising. Jim Nelson, for example. The financially astute Illinois resident apparently auctioned space on his head and now sports a tattoo advertising web firm, C I Host. They reckon Jim alone has brought in five hundred new customers. It really is a case of how to get a head in advertising.
© Phil Woodford, 2004. All rights reserved.
Phil Woodford is a creative director at a London-based advertising agency and a lecturer in advertising theory. www.philwoodford.com
Read more:
Dollar bills promote TV mini-serieshttp://www.newstream.com/us/story_pub.shtml?story_id=11793&user_ip=62.252.64.4
Visual ads on car radios
http://www.nytimes.com/2003/12/31/business/media/31adco.html?pagewanted=print&position=
Mile-high advertisinghttp://www.adventads.com/benefits.html#captive
Personal advertising space
http://biz.yahoo.com/pz/031208/49386.html
According to Newsstream, a highly innovative guerrilla campaign has been launched to promote the new American mini-series Traffic. The show, which is set to reach television screens at the end of January 2004, is concerned with the trafficking of drugs, guns and human beings. Reports say that agency GoGORILLA Media is placing stickers on new dollar bills and getting bar staff to hand them out as change to punters in swanky bars across New York and LA.
Undoubtedly a great idea and one that seems well targeted and in keeping with the theme of the television show. But it does beg the question: how much further will advertising intrude on our every day lives and personal space? Former US Presidential candidate, Ralph Nader - and other activists associated with the anti-globalisation movement - claim that there are fewer and fewer spaces that are advertising-free. Kids are bombarded with marketing messages in school - an issue of growing concerns to parents in the UK as well as America. Interactive billboards in some parts of the States are now capable of picking up radio frequencies in cars and switching messages according to the demographics of the traffic queue. Hardly a day goes by without some new medium being exploited.
What about the radio data system? That's the clever gizmo that flashes up the name of the artist and song as you're driving along in your motor. Very soon, according to reports, it's going to be sending out messages to accompany your radio advertisements too. A bank in North Carolina is experimenting with the idea this very month and seems likely to be flashing up messages such as "FREE GIFT" and "CALL NOW". A superb example of direct and intrusive marketing? Or simply an additional hazard on the roads to distract drivers?
If you think you can escape the commercial bombardment by taking to the air, I have to advise you that won't even be safe at 35,000 feet. Advent Airads™ are designed to greet you as you open the overhead locker.
Some people, however, clearly welcome the intrusion of advertising. Jim Nelson, for example. The financially astute Illinois resident apparently auctioned space on his head and now sports a tattoo advertising web firm, C I Host. They reckon Jim alone has brought in five hundred new customers. It really is a case of how to get a head in advertising.
© Phil Woodford, 2004. All rights reserved.
Phil Woodford is a creative director at a London-based advertising agency and a lecturer in advertising theory. www.philwoodford.com
Read more:
Dollar bills promote TV mini-serieshttp://www.newstream.com/us/story_pub.shtml?story_id=11793&user_ip=62.252.64.4
Visual ads on car radios
http://www.nytimes.com/2003/12/31/business/media/31adco.html?pagewanted=print&position=
Mile-high advertisinghttp://www.adventads.com/benefits.html#captive
Personal advertising space
http://biz.yahoo.com/pz/031208/49386.html
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