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Let creativity be the driver

August 25, 2010 10:50 AM | By Guest Blogger
Guest blog by Nick Ellis, creative director of Halo Media The economic downturn has meant that B2B marketers have faced inevitable cuts to their budgets. This means that achieving reach through traditional media is harder, but it doesn’t mean you can’t get lasting, meaningful results from your marketing. You just have to think bigger, bolder and more creatively. The marketing mix for brands has become sterile and staid. Brands have become used to the classic media plan of print, outdoor media, TV and radio and although more and more brands are embracing viral and online routes to market, this is...
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Just because you've gone global doesn't mean you've got a global strategy

July 22, 2010 4:15 PM | By Evan Ivey
I feel like a heretic writing this. I’m supposed to be the 'global-one-size fits-all' strategy advocate.  Let’s start at the beginning. The current marketing hegemony is that success lies, indeed the whole rationale for global brands and their agencies lies in finding a single consistent strategy, which will inevitably lead to success and savings, milk and honey.I’m not talking about what the ads look like or even the style of social media campaign. I happen to believe one creative solution can work for all markets. In fact I’ve got the evidence to prove it. What I’m talking about here is...
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Tech Brands ... Identity or Communication?

July 2, 2010 1:44 PM | By Nick Eades
Tech brands ... are they progressive or traditional??
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BP is beyond the pail, says Greenpeace

June 8, 2010 11:46 AM | By Joel Harrison
As a marketer, you will undoubtedly have had criticisms of high-profile brands and their marketing from time to time, and you’ve probably thought that you could do a better job. Last month, Greenpeace provided a rare opportunity to do just that for BP in the aftermath of the Gulf of Mexico oil rig disaster. The environmental pressure group’s campaign entitled ‘Behind the logo’ asked “designers and industry experts” to “redesign BP’s logo to better reflect its attitudes abroad”… particularly those with negative environmental consequences. It was launched by Greenpeace using its typical guerrilla marketing style publicity stunt (including masked me...
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BA – A brand up in smoke?

June 2, 2010 10:20 AM | By Scot McKee
There has been much backlash against airlines following the Icelandic volcanic eruption, Scot Mckee, MD at Birddog says the brand damage could be permanent I was a victim of the wholly unpronounceable Icelandic volcano eruption that shut the airports. I say ‘victim’, but it’s relative. There are worse places to be stranded than Arizona. In reality, my discomfort was limited to the enforced rationing of underpants. I was surprised to find out how much reliance I placed on the brands I trusted and how well, or badly, they responded. It’s these formative experiences that shape an audience’s perception of a...
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Keep it brief

May 5, 2010 2:02 PM | By Guest Blogger
Marketers must be brave when writing briefs in order to avoid bland creative, urges guest blogger Drew Nicholson, joint managing director of DNX Twenty years ago, a planner I worked with left the agency I was at to go to Ogilvy. When I saw her a month later and asked her what was better about the new agency she said “the main difference is that the creative work is more interesting to look at than the briefs.” Oh dear. How that reminded me it was time to move on! Unfortunately, the agency I was at was not blessed with the...
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Is ROI an accurate measure of social media's success? What do you think? Join the conversation below.  ...
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Iconic advertising: A successful formula for international B2B creative?

March 30, 2010 3:12 PM | By Evan Ivey
In a recent survey by B2B Marketing Magazine over 1 in 4 respondents claimed that developing creative that can work internationally is the most significant marketing challenge facing their organisation. It would be even higher if it wasn’t for the fact that quite a lot of clients and agencies just don’t believe it is possible to create ideas that travel, so they don’t even bother trying.  A quick survey of an American affiliate network showed that just over half did not believe a single idea could work in Asia as well as the US and Europe.  Well, they’re wrong.  There...
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Tarzan swings in to champion B2B

February 26, 2010 3:15 PM | By Joel Harrison
I couldn't resist a dig. Lord Heseltine (nicknamed Tarzan) spoke brilliantly and masterfully at the Gyro HSR 'Brand versus Demand' event on Tuesday 23rd, but for me there was a certain irony to his appearance.Here was a man whose company Haymarket Publishing is largely B2B in focus but through its individual publications (think Campaign and Marketing) had arguably done more to sideline and marginalise B2B Marketing than anyone else in the UK over the past 20 years.If you'd read those august titles (and fine publications they are, I genuinely believe) you'd think B2B did not exist. And despite the mass...
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Have you seen the Muffin Man?

February 25, 2010 10:09 AM | By Francesca Brosan
Spent Tuesday at a CBI Council meeting.  As always, fascinating to listen to how a wide variety of companies are dealing with the world as we know it.  The good news for agencies is that service businesses in the main came out well – perhaps because they are more agile and able to adapt their services to what’s needed in the current marketplace.  So law and accountancy firms are seeing a reduction in contract briefs but an increase in resolution or winding up orders.  All sounds a bit ambulance chasing but it means that they’re still in business, still employing people...
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