Advertising Agency: BangkokShowcase, Bangkok, Thailand
Creative Director: Chokchai Tupanyakanok
Art Directors: Krittayot Opassatavorn, Sakon Khanawuthikarn
Copywriter: Krittayot Opassatavorn, Supachai Limvutivong
Computer Artist: Pattarasak Sitthisroung
A bill broadening protections for news publishers was approved by German lawmakers, but critics said the measure did not go far enough.
Henri Le Chat Noir was already feeling damned—trapped in an existential hell from which there is no escape. And that was before he was doing Friskies ads. The celebrated feline—winner of the Golden Kitty award at the Internet Cat Video Film Festival, expert on the pointlessness of life as elucidated in videos by Will Braden—just released his first of four Friskies spots. He's been "commissioned by Friskies to explore the phenomenon of cat food boredom." Actually, it's nice that Braden will make a few bucks off this, considering everything he's done for Internet cat watchers. As for Henri, I suppose if there's no point to anything, then there's no point in not selling out. Now that he's hit rock bottom, though, perhaps he can ask for help.
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A long time ago in a galaxy far, far away, Chief Executive Officers hired Chief Marketing Officers to make sure all their ads looked pretty and their television commercials were shot by really cool Hollywood directors. And maybe they hoped for a few sales leads as well, but that was asking a lot.
Flash forward to today, and CEOs are demanding much more from their CMOs. Both because they need to, and because the tools and services available to a CMO make it possible.
In an article on CMO.com, Stephanie Overby outlined the ten things CEOs want from their CMOs. They range from being a focused financial steward, to being the voice of the customer, to being data analysts, among other things.
In another article written by Laura Patterson for The CEO Refresher, she posited that every CMO should be able to answer ten questions asked by their CMO. Among the questions: How are customer needs evolving? What business outcomes will marketing directly impact? And what investments need to be made to improve Marketing’s ability to measure its contribution?
The gist here is that CMOs are being required to think more like a CEO. To be successful and to properly contribute to the success of a brand, a CMO must not only ensure that the brand’s marketing programs are performing well on their own, but they must also be able to indicate how those marketing KPIs contribute to the KPIs that matter to the boardroom — namely revenue, growth, and profit.
In a Kuno Creative post, John McTigue shared a list of top marketing KPIs that matter to C-level management. HubSpot CMO, Mike Volpe, wrote a post entitled “The 6 Marketing Metrics Your CEO Actually Cares About.” Clearly, there is a groundswell of acknowledgment around the need for CMOs to supply CEOs with numbers that support their KPIs, and to do it on a regular basis. But how can CMOs put systems in place to gather and quantify the information needed to support these KPIs?
How Inbound Marketing Can Feed Boardroom KPIs
Chief among Overby’s list of the ten things CEOs want from a CMO is that they act like a data analyst. They must have an in-depth understanding of the KPIs that are of importance to the CEO, and how maketing can serve those KPIs. It just so happens inbound marketing can form the basis of information that feeds boardroom KPIs by focusing on Return on Marketing Investment versus Return on Campaign Investment. Take sales revenues. The entire inbound marketing chain from content creation to lead management to marketing automation all serve to deliver specific, measurable data that can be linked to sales.
More specifically, with an inbound marketing solution that has sources reports, you can determine exactly which channels (organic search, referrals, social media, email marketing, paid search, etc.) brought in traffic, leads, and customers. And when connected to a corporate CRM, you can map this information directly to new customers and sales. This speaks to Patterson’s point that CMOs must be able to clearly point to the factors that have the greatest effect on revenue targets and be able to prove which metrics and KPIs can define the degree to which those factors affect outcome.
With conversion analysis, you can map the path your customers took from first contact through final sale and determine which content was most effective in keeping the pipeline filled. Most importantly, this type of reporting allows one to look backwards through the funnel to see how and when inbound marketing touch points affected buyer outcome.
In addition, if you have access to an inbound marketing system that allows for the aggregate analysis of its customer base, you can set goals for visits, leads and customers to help determine which elements of inbound marketing will help you hit those goals. In this way, you can also determine the necessary resources you will need to implement the tactics to meet those goals thereby arriving at an overhead figure that can be factored into your customer acquisition costs. And you will be able to address Patterson’s suggestion that CMOs need to be able to inform their CEOs which marketing resources and content customers use to make buying decisions.
If your inbound marketing solution offers social media analytics tools, you can easily determine the business value of your social media activities by tying the time it takes to manage those social media programs along with which leads are responding to your social content to sales through the above mentioned conversion analysis. This data can then feed into the marketing metric’s our CMO, Mike Volpe, put forth to arrive at something a bit more relevant to the CEO than, “Hey, we just topped 100,000 Likes on Facebook.”
Campaign metrics are, of course, very important. After all, as a CMO you need to know which marketing tactics are working and which are not. But when it comes time to speak with your CEO about how marketing is effecting the bottom line of the company, inbound marketing practices can provide you the necessary information you need to wow your CEO and the boardroom.
There’s a time and a place for advertising, but that may not be during TV shows and movies. That’s the motto of HitBliss, a startup that launched on Friday, allowing users to earn money to stream video content by engaging with advertising.
Created by entrepreneurs Sharon Peyer and Andrew Prihodko, HitBliss rolled out a desktop app and plans to expand to other devices in the coming months.
Here’s the premise: Users opt in to receive targeted ads that live in a queue and can be watched at their convenience. Each ad watched results in money earned that can then be used to buy or rent content.
Come down off your high horse for a moment and accept the reality of the Internet: it’s mostly for silly stuff. British mobile network Three knows this, and has launched this hilarious commercial starring a moonwalking Shetland Pony via Wieden & Kennedy to prove that it gets what its customers want. It’s a film tailormade to go viral and an accompanying digital element lets you remix your own pony video to make the little guy do some more fun stuff.
From the agency note: “Rather than just play back the crazy things online that we all like to share, we wanted actually to contribute to it. We wanted to celebrate the seemingly silly stuff and also provide the means for people to mess with it and create their own little pieces of joy that they can share. “
Speaking of Shetland Ponies, Visit Scotland’s winning print campaign features a couple of them, wearing woolly cardigans. Check it out on Creativity-Online.com, and follow @creativitymag on Twitter for more great work.
Our Twitter Week in Review chart uses data collected and parsed for Ad Age by the What the Trend (WTT) unit of HootSuite, the social-media management dashboard with more than 5 million global users sending 3 million messages each day. (Last week’s chart is right over here.) We’re back today with Volume 46. Scroll down below the infographic for some context — and watch for a fresh edition of our Twitter Week in Review each Friday.
It’s been almost 101 years since the ill-fated Titanic sank, but thanks largely to James Cameron’s pop-culture coup of a 1997 film, generations of moviegoers are still as fascinated with the shipwreck as ever. Among them is Australian billionaire Clive Palmer, who this week revealed blueprints for “Titanic II,” which he will construct to be virtually identical to the original British ship — then the biggest in the world — that sank on its maiden trans-Atlantic voyage in 1912. Of course, it will be equipped with modern engines, navigational tools and (importantly) plenty of lifeboats, but Palmer’s plans go so far as to mirror the original ship’s three-class system, with the cheapest beds in steerage and the more luxurious cabins in first class. He also plans to re-create the ships famous lounges, dining room, Turkish bath and iconic grand staircase, and even giving passengers the option of dressing the part of Edwardian-era travelers in period clothing. The ship will reportedly be built in a Chinese ship yard, and is set to make its maiden voyage in late 2016. Twitter-crazy millennials were just kids when “Titanic”-mania swept the late ’90s, but now they’ve got jobs and disposable incomes. It’s no surprise that some 40,000 people have reportedly registered for tickets aboard Titanic II’s maiden voyage.
Sunday night’s Oscar telecast was the week’s busiest night on Twitter, with “#Oscars2013” rocketing to the top of the trends chart. It found plenty to attach itself to, thanks to a controversial performance by wildcard host Seth MacFarlane, of “Family Guy” and “Ted” fame, and a handful of musical numbers from the likes of Barbra Streisand, Shirley Bassey and even the full fast of “Les Miserables.” MacFarlane took a beating by some critics the following day, many of whom called his jokes crass, sexist and homophobic. The night’s biggest winner perhaps was 22-year-old Jennifer Lawrence, who won not only the Best Actress Oscar for her role in “Silver Linings Playbook,” but also found favor with many on Twitter who found her affable and charismatic during her acceptance speech and
The whole Harlem Shake is way past its expiration date. At least that’s what Red Bull thinks. And to put the trend to bed, the brand, what else, made its own Harlem Shake videos.
In extreme Red Bull fashion, their version of the video uses skydivers. “It seems that everyone is making Harlem Shake videos, and to be honest it’s about time to close this chapter of the Internet. That’s why we decided to go out with style,” wrote the brand of the video on its YouTube channel.
It’s debatable whether this video will put the trend to bed, but it definitely helped the energy drink brand on our YouTube Tracker. Red Bull took the No. 1 spot on Ad Age’s YouTube Original Channel Tracker this week for the first time, with 72% growth in views over the week prior.
(TrendHunter.com) The DTA Jeans Fall 2013 ad campaign is romantically captured during dusk. As the sun starts the set, giving the urban streets in the backdrop a warm glow, model Maria Palm has a love affair with…
It’s probably no surprise that Ryan Seacrest’s first outing with Civic Entertainment, the marketing services firm he owns a stake in, involves the reality show he hosts, “American Idol,” and its three charter sponsors Ford Motor Co., Coca-Cola and AT&T.
Ad Age caught up with the “Idol” frontman while he was in New York today kicking off “Idol Across America,” a promotion probably best described as a mic-a-thon. No doubt in hopes of building flagging ratings, the plan is to have fans and celebrities carry the show’s iconic microphone from the Big Apple to Los Angeles. The 5,000 mile trek is set to go across 13 American cities on its way to the “Idol” stage in time for the top 10 live performance shows March 13.
The show’s website will host an interactive map, videos and photos of the journey as well as updates posted to Instagram, Facebook and Twitter. Civic is hoping to showcase some of the more innovative means of passing the mic such as skateboarding, rowing, dancing and driving (in a Ford, of course.)
Kohl’s, which is now without a chief marketer, plans to make major changes to its marketing strategy in the coming year to reach a broader base of customers.
Kohl’s CEO Kevin Mansell explained during the company’s most recent earnings call that through its efforts to improve efficiency, marketing came under scrutiny — but the retailer isn’t slashing ad spending. It does plan to shift its spending, significantly increasing TV and digital investment, while focusing on targeting moms, particularly in the 35- to 54-year-old age group.
“One of the things that became very clear is that our share of voice and our impact with a broader swath of customers … was not where it needed to be,” Mr. Mansell said.
(TrendHunter.com) The Steve Madden Spring 2013 lookbook sets a fun and flirty tone for the latest collection. Inspired by the 70s and all of its free-spirited energy, models Katya and CeCe are captured having what…
Digital integrated operation during the Olympic Games 2012. The idea was to connect all the fans, who stayed in France during the event, with the French Olympic Team. A Facebook application let them send their written and oral cheers. All the supports were broadcasted on a giant screen and via the technology AudioSpotlight in London.
Advertising Agency: Social Mix Media Interactive, France
Art Director: Emilie Basset
Copywriters: Hugo Fromont, Pierre Ayroles
Account Director: Emmanuelle Cabrera
Published: August 2012
Advertising Agency: M&C Saatchi Stockholm, Sweden
Production Company: Hobby Film
Music: Sebjak
Advertising Agency: Ogilvy Cape Town, South Africa
Agency Producer: Iris Vinnicombe
Executive Creative Director: Chris Gotz
Creative Group Head / Copywriter: Peri van Papendorp
Creative Group Head / Art Director: Jamie Mietz
Director: Terence Neale
Production Company: Egg Films
Producer: Rozanne Rocha-Gray
Director of Photography: Peter Tischhauser
Post Production: Pudding (grade), Blade (online)
Editor: Saki Bergh / Left Post Production
Music: Ewe Nje by Rattex
Aired: September 2012
Coup de cœur pour le photographe James Cooper qui a réalisé une série de clichés très étonnante sous l’eau. Avec des images qui intriguent et qui peuvent même parfois choquer, l’artiste nous propose des jeux de couleurs et une suspension des corps. L’ensemble est à découvrir dans la suite de l’article.
AT&T took aim at T-Mobile USA’s network performance in newspapers ads yesterday, escalating a rivalry between two companies that were once poised to merge.
Responding to unspecified claims by T-Mobile, AT&T ran a full-page counterattack in the New York Times, the Wall Street Journal and USA Today. The ads say T-Mobile drops twice as many calls and its network speeds are only half as fast as AT&T’s.
Tension between the companies began to flare at the Consumer Electronics Show in Las Vegas in January, when T-Mobile Chief Executive Officer John Legere called AT&T’s network “crap.” Legere, who took over in September, has branded his company the “un-carrier” and vowed to shake up the industry. After seeing the new AT&T ad, T-Mobile said it was surprised and pleased by the attention being paid to a smaller competitor.
Lord Alan Sugar is to step down from his role as non-executive chairman of the internet-connected TV platform YouView in the next few weeks.
3M’s earplug response to Volkswagen’s Bark Side teaser.
Advertising Agency: The Fishe, Paris, France
Creative Director: M. R. Serieux
Art Director: P. Pod
Copywriter: P. Marquis
Additional credits: R. Drop
Published: January 2012
Disney UK & Ireland is going to start selling spot advertising on the Disney Channel and Disney Junior UK for the first time in July.
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