Is there a new division amongst media owners between whether they’re locked into the traditional trading and adversarial relationships with agencies and clients or whether they’re open to more of a partnership based approach? There’s lots of signs of it. This division is usually linked into how integrated their commercial and business approach is with their editorial.
Archive for September, 2009
What is a brand ?
This might seem a simple question to answer but rival definitions of the meaning of a brand created a storm at MediaCom’s offices recently. Jonathan Salem Baskin, author of the dimbulb blog and of the book “Branding only works on cattle” caused controversy at a recent conference by challenging what he considers are the sacred cows of brand orthodoxy.
How many followers have you got on Twitter? Dave Trott – legendary creative director has 800, Rory Sutherland, IPA President has 3,000 and the Guardian’s Technology Team has over 1million. It may be hard to compete with this or with Oprah Winfrey who has 2 million.
September is the month for serious media awards judging. The Oscars of the industry – the Media Week Awards are entering the final phase when shortlisted entries, agencies and media owners are turned into Silver and Gold (or runners up).
When was the last time you saw an ad once and it instantly made you want to go out and buy the product ?
This happened to me last month when I caught sight of a poster for Dorito’s promotion “Doritos id3 – Guess the Mystery Flavour”. What a fabulous idea. You can win £20,000 (or a host of other prizes) for guessing the secret. A bit more complicated than it initially seems on the poster, there are time released episodes in which you participate by entering the code on the limited edition packs. Anyway Doritos explain the idea in full at their website www.id3.doritos.co.uk.