DHL will soon use drones to deliver medicine and other urgently needed goods to a German island, marking the first commercial delivery service using drones.
When the National Football League drafted Dawn Hudson as its next chief marketing officer, she appeared to be a convenient choice for a league struggling to repair an image rocked by domestic-violence controversies. To reference a much-criticized Mitt Romney line from 2012, one could only wonder if the troubled league ordered up “binders full of women” candidates as it sought to keep its sizable female fan base from defecting.
But a person familiar with Ms. Hudson and not affiliated with the NFL said she was on the league’s radar before the video of Ray Rice punching his wife made national headlines in early September. And those who know her say she is well-suited to the job, given her credentials as a focused, high-energy executive and consensus builder who is also a sports aficionado.
“I think the NFL made a good catch,” said John Sicher, editor and publisher of Beverage Digest, who covered Ms. Hudson’s rise at PepsiCo, where she served as president-CEO of Pepsi-Cola North America before leaving in 2007. In her 11 years at the company, she held various senior-level marketing positions, including posts at Frito-Lay. “I have never worked with anybody who is better under pressure than Dawn,” said Dave Burwick, a former PepsiCo exec who worked closely with Ms. Hudson for nine years and who is now president-CEO at Peet’s Coffee & Tea. “If I were the commissioner of the NFL, I’d want Dawn by my side to guide me,” he said. “The fact that she is a woman is completely secondary to the fact that she is an incredibly talented human being, but I think having a women’s perspective is also very useful and necessary at this time.”
Sometines, a commerical just hits you in the right spot. You realize it’s a promotional tool for a brand, that it’s meant to be manipulative, and yet you can’t help but like it.
In the past couple of weeks, I’ve seen a few. U.K. travel brand Thomson and agency Beattie McGuinness Bungay crafted a bit of touching weirdness featuring a teddy bear and a soundtrack of William Shatner performing Queen’s “Bohemian Rhapsody.” Swiss company Vorwerk teamed up with Saatchi & Saatchi, Dusseldorf, to make a soft-hearted spot for its Kobold VR200 robot vacuum.
But the one that’s really getting me lately is the effort from Samsung and agency McKinney for the Galaxy Tab.
Ad inventory bought and sold through automated methods, broadly known as programmatic advertising, will rise more than 50% this year to $21 billion worldwide, according to a new forecast by Magna Global, the digital media buying arm of Interpublic’s Mediabrands.
The U.S. is leading global adoption of programmatic methods and will represent about half of programmatic transactions this year, according to Magna Global. A sizable portion of digital media spending is now transacted through programmatic technology, however, in each of the 35 countries analyzed in Magna Global’s forecast.
Growth is expected to remain strong for the next four years, with an average annual growth rate of 27%, reaching an annual total of $53 billion in 2018, Magna predicted.
Diplômée de Photographie au London College of Communication, Emma Hartvig est une jeune photographe suédoise vivant actuellement à Berlin. Elle puise son inspiration dans les natures mortes ; c’est la raison pour laquelle ses photos ressemblent souvent à des peintures à l’huile. Des clichés sensuels réveillant les sens gustatifs et tactiles.
The launch of the Apple Watch may signal wearable tech’s entrance to the mainstream, says Mel Exon.
Facebook has launched the Atlas advertising platform, which the social network says will “tackle today’s marketing challenges”.
Aldi has brushed off aggressive price cuts by the big four supermarkets to reveal “record” results for the year to 31 December 2013.
| THE ORIGINAL? TAC – Australian Road Safety – 2006 Source : Cannes Lions SHORTLIST Agency : Grey Worldwide (Australia) |
LESS ORIGINAL Polish Road Safety – 2014 Source : YouTube Agency : Mojotribe (Poland) |
The call of the crowd is strong for brands seeking out-of-the-box thinking, but commercial creativity is a scarce resource
Canadian DJ Deadmau5 has earned a reputation as a troublemaker, rubbing up Ferrari and Disney the wrong way by exploiting their brand icons, writes Iain Connor, partner at legal firm Pinsent Masons. Their attempts to regain control look stuffy – and other brands should take note.
L’agence brésilienne DM9Rio a demandé aux illustrateurs français Violaine & Jérémy (dont nous avons déjà parlé précédemment) de dessiner un diplôme pour la nouvelle campagne d’Amnesty International Brazil et tous les enfants persécutés dans leurs pays qui n’ont pas accès à l’éducation. Le cadre est rempli d’illustrations de fils barbelés, de chars, d’armes, de soldats et de munitions.
In the post digital age marketers are moving beyond the rhetoric of big data to embrace the power of predictive analytics across the business, writes David Benady
Marketing is undergoing dramatic change as it converges with the worlds of data, IT and technology. Sometimes this shift resembles more of a collision than a convergence. It is easy to be overwhelmed by the onslaught of information pouring in from smartphones, credit cards, televisions, computers, trains, buses, planes and sensor-equipped buildings, but marketers are discovering that such data can give them a greater understanding of their consumers desires and behaviour.
Marketing appears to be making the transition into a data-driving specialism
Insurance brand More Th n is making strides in harnessing the data revolution to demystify its marketing, according to its marketing director, Dominic Grounsell. More Th n has taken parts of its consumer-research processes in-house, allowing the marketing team to get closer to consumers and observe at close-hand how its campaigns are received.
“We have a big panel of people every week that capture brand experiences via mobile phones. If a letter from More Th n arrives on the doormat, they would capture it on their phones and say it made them feel like this or that. This allows me to see in real-time whether the communication has had the impact I wanted,” he says. The company has also taken its econometric measurement in-house so it can measure the ROI of its campaigns.
Previously, many of these processes were carried out by external companies and marketers had to take their word on how campaigns were performing. In the world of digital data, however, marketers are dispensing with these “black boxes” and seeing the effectiveness of their activities up close.
“Marketers should always be terrified of black boxes, which are usually owned by a media agency or management consultancy. We have relied on them too much. We didn t understand the gubbins in the machine and that feels risky,” says Grounsell.
He is optimistic that advances in data will allow marketers to take greater control of their brands and bring much of this knowledge in-house. Of course, this will require marketers to brush up on their data and technology skills.
Game-changing practices
One advantage of being a data-savvy marketer is that it can lend greater authority when explaining budgeting decisions to the finance department. Previously “fluffy” marketing can now be justified, assuming it works. Grounsell, for example, says that he can now use data to justify a creative campaign, whereas before he would have had to rely on his intuition.
On the face of it, marketing appears to be making the transition into a data-driving specialism. Chief marketing officers will have bigger IT budgets than chief information officers by 2017, according to predictions by research firm Gartner, and, as Grounsell says: “The marketing world is increasingly focused on data and technology to drive increased effectiveness and efficiency.”
Marketing is not like one of Google s driverless cars it does not happen on autopilot, but needs real human understanding at its base
Nonetheless, marketers need to keep the human dimension of data at the forefront of their attention. It is easy to get swept up in the data revolution and forget that, ultimately, it is simply a tool for understanding customers better. Data is a means to an end, rather than an end in itself.
This reflects one of the oldest debates in artificial intelligence. There are those who believe that it is possible to build a computer with human characteristics, which could ultimately replicate itself. An alternative view is that superior results are gained from “man-computer symbiosis”, in which computers and humans work together.
When chess Grandmaster Garry Kasparov was beaten in a game by an IBM supercomputer called “Deep Blue” in 1997, this was thought to show that computers could ultimately out-think humans. But in 2005, chess players partnering computers beat computers as well as chess masters in a tournament, suggesting that human-computer symbiosis was the optimal use of artificial intelligence.
This matters for marketers, who need to remember that data and technology are tools for understanding consumers. Marketing is not like one of Google s driverless cars it does not happen on autopilot, but needs real human understanding at its base.
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Tone-deaf data
How often have you received irrelevant automated email marketing, or been targeted online with ads for goods you searched for weeks ago? Programmatic ad-buying systems don t understand the psych-ological nuances of consumers purchasing habits and online behaviours.
The sort of problems that arise when computers are allowed to “think” for themselves were seen in a report about US retailer Target. A New York Times Magazine article in 2012 claimed that Target s big-data system identified a high-school girl as pregnant from analysing her most recent purchases. The piece claimed that while the collection and interpretation of the data was accurate, her family found out she was pregnant only after Target s marketing and coupons for baby-related products were mailed to their home.
It is not so much that marketers need big data, but that big data needs marketers to make sense of it
According to Justin Cooke, chief executive of digital agency Possible, this shows that brands can be “completely tone-deaf” in their use of data. “Data, without the filter of a human element, has no tact, social grace or conscience,” he explains. “Relying on it exclusively to make marketing decisions is a recipe for an awkward tragicomedy.”
Cooke thinks the main peril of big data lies in oversimplifying it. “You cannot simplify big data and suddenly have a clear course of action pulled out from thin air,” he says. Rather, brands need a solid understanding of their customers needs and a good sense of the data that they have at their disposal.
If anything, it is not so much that marketers need big data, but that big data needs marketers to make sense of it. Just as marketers helped interpret the internet, mobile phones and other technology to make them accessible to the public, they need to achieve a similar feat with data. The marketing cavalry is riding albeit slowly to the rescue of the IT world.
Enterprise IT companies are working closely with marketing departments and chief information officers to unlock the power of big data. As David Jonker, a director of big data at software company SAP, says: “Marketers are very much taking the lead. Though in many cases, they are dependent on the chief information officer to understand what the capability is. But there is a long way to go for their understanding of how to leverage that data,” he says.
Simple insights
Jonker believes an important step is for marketers to work with data scientists experts who understand the brand s business challenges and can work with marketers to identify the relevant data to use and the best way of using it. “Big data becomes valuable or drives tangible results only when you figure out how to apply and operationalise the insights. That s the role of the marketer.”
He says the brands are using SAP HANA, a network enterprise solution that uses “in-memory” access for data which is much faster than accessing it from a hard disk and this has sped up the process so marketers can get results and insights from broad sets of data within hours or minutes rather than days.
Burberry uses SAP HANA for its 360 customer-immersion programme. The database stores information about customers previous purchases and preferences so when they visit a Burberry store, a sales associate can recommend products. This is similar to recommendations made on Amazon, though Jonker says the luxury fashion brand s is “on another level”. He believes that over the next few years, more brands will seek to achieve the level of personalisation achieved by Burberry.
“Big data” has been adopted as an industry buzzword and is often misunderstood as a good thing in all cases
Marketers can struggle to decide which data is most useful for understanding customers, however. Sarah Todd, chief executive of marketing agency Geometry Global, believes marketers underestimate the depth of understanding needed to find the real golden nuggets that will make a difference.
“The biggest danger of the big data revolution is losing your way in the data forest and forgetting what you set out to achieve. There is now so much data that can be very interesting, but does it help you answer your questions or meet your objective?” she asks.
Different sets of data are effective in different stages of the customer journey, so it is important to identify which data can drive real-time responses and which is better for informing the CRM strategy.
A massive challenge for big data is to create simple insights for brands. The sheer mass of data points available can appear overwhelming for marketers, so they need to see that it can be harnessed in a clear and easily accessible way.
Phuong Nguyen, director of UK advertising for eBay, says that the online commerce site is probably the biggest repository of customer data in the UK, and it is using this information to solve client problems in surprisingly simple ways.
He gives the example of a campaign eBay carried out for PC manufacturer Lenovo as it entered the tablet market. When the brand launched its Yoga tablet in the UK earlier this year, it had its work cut out to demonstrate its prowess and build its credentials in a crowded market.
Working with eBay, the brand devised a simple way to build awareness of the new product it targeted ads at customers who had searched for “tablets” on the site or had recently bought one.
“It is a great example of how big data isn t neces-sarily unwieldy,” says Nguyen. “The simple consumer insight we used was to look at people who had recently purchased or liked a tablet or laptop.” Over the course of the campaign, sales rose 151% and awareness of Lenovo as a tablet brand rose to more than 50%.
There are real, practical problems with entering new information into databases. Mark Roy, founder of data management consultancy REaD Group, says to get new filters of data onto a database is an “enormous task”, so to suddenly start including, for example, people s social-media data can be a “nightmare”. “It is an enormous change for an organisation with 13m records,” he says.
Meanwhile, Simon Lloyd, head of insights at Weve, a mobile commerce partnership between UK mobile operators EE, O2 and Vodafone, says “big data” has been adopted as an industry buzzword and is often misunderstood as a good thing in all cases. He believes data science has focused on correlations between data sets without considering cause.
“Correlation without causality is worthless,” he says. Businesses need “smart data”, obtained by sifting through the big data to come up with useful information that can explain causality and therefore “makes sense”.
The human dimension
There has been a backlash against the use or misuse of data by marketers. At Cannes this year, John Hegarty, founder and creative chief of BBH, talked disparagingly about the “digital Taliban” people who insist that whatever the marketing challenge, the answer will be digital.
There are real concerns that data-driven marketing could be a distraction from the true objectives of marketing, which are to build clearly differentiated brands. If every brand can use data in the same way, it ceases to be a point of differentiation and becomes a “hygiene” factor that every brand must have.
True differentiation lies in the creative and strategic answers that marketers come up with.
For some, the world of marketing has changed from one where marketers needed to find the answers to questions, to a situation where the question that is asked is more important.
The marketing industry is adjusting to the idea of humans and machines working together to get the most out of data
Chris Baylis, executive creative director at agency Iris, says: “In modern life, everyone wants certainty. Let s look at what we did before and find answers, let s look at the data and find certainty, we say. Creativity is not about looking for answers, it is about asking good questions, and interrogating a problem to find unlikely relationships and solutions. If you want to do the same as you did before, look for answers. If you want to be a game-changer, look for questions.”
The marketing industry is adjusting to the idea of humans and machines working together to get the most out of data, although there still seem to be many examples of data-driven communications that lack the human dimension.
As Chris Arnold, head of business intelligence at ZenithOptimedia analytics division Ninah, says: “We are not yet at a stage where marketers can press a button and go away.” He believes there is still a need for skilled individuals to interpret the data, troubleshoot anomalies and correct any errors.
It seems hard to imagine and unwelcome indeed that a time will ever arrive when marketing will be able to dispense with the human element and become a self-replicating machine. M
The intersection of technology and big data will drive the future of marketing innovation, writes Nicola Kemp.
‘The next big thing’ is a way of life for marketers, but a true technology game-changer is a class apart – revolutionary tech does more than enable brands to sell more shampoo, writes Marketing contributor Will Harris.
For all the technology filling our worlds, our lives remain analogue. Even as those in Gen Z grow up glued to their devices – or perhaps just one all-purpose watch or pair of glasses – they live their lives (mostly) in the real world, at the mercy of human frailties.
London-based craft brewery Fourpure has launched a line of speciality ales which draw on adventures around the world as the creative inspiration for its brand identity.
Magazine Media 360, the new system being introduced by an industry group on Monday, will capture audience engagement with print and digital editions, as well as with video and social media.
Why are you a Graphic Designer?
Strange part is that I always wanted to be Physicist and I was pretty great at Academics especially Sciences. But at the other end, I had a strong inclination towards visual creativity. When I look back, I feel that I was made for the profession I am in currently. I always loved colors, shapes, visuals and the fact that what I saw made me feel particular feelings and how we can control what to make others feel through Graphic Design.
Recently, when I went back home my parents showed me preserved small publications that I used to make by hand. And among those were comics that I used to make. I also used to make small animated clips using stop-motion technique. Even though all of those looked naive, still I could see that I had a sense of Graphic Design and a passion for creating since early childhood and seems like I am following the same now!
Did you attend school for fine art or design?
I come from a school of design. I am trained as a Graphic Designer.
You have a distinct style of Design. How long did it take you to develop your style?
I would say that I have a distinct Design Process rather than a style. If there is any reason the work I make seem to have any correlation or they look like they come from a similar Designer, the reason could be the Design Process I follow. Since I had a schooling and high interest in sciences, I have a high respect for any kind of Process we follow. And I think, the processes I use currently are product of multiple iterations I made since I started out freelancing, which was 5 years back.
Were there any particular role models for you when you grew up?
I was a really really really big fan of Shock-Rocker Marilyn Manson. And part of the reason I took the path towards the creative profession can be attributed to him. I loved his creative expression, the fact that he would question social norms through art and shock rock.
Who was the most influential personality on your career in graphic design?
Stefan Sagmeister.
When did you start freelancing?
I started pretty early as a freelancer in comparison many of the people I know of. I started when I was 16 years old. I think, it was a great idea to start early. I would say, it definitely gives you an edge over others. It was two years after I got featured on Pogo Channel on the series called MAD, as a young creative.
Was there any time when you wanted to quit graphic design?
Not yet. But in future you might find me as much more than just a Designer. Probably an Entrepreneur or a Writer or something else.
Are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers?
Work at Advertising agencies is mostly driven by Copywriters and Marketing team, even though there is a big need for Graphic Designers out there, but the major decisions are not taken by them. I prefer working directly with clients.
Do you have clients who give you steady work or do you advertise for new clients often?
In my Career so far I didn’t have to advertise myself. I keep getting steady work. And being a freelancer, I have limit the number of projects I take, I don’t think I would have to advertise until I startup and get a team.
Any other Indian graphic designers who you admire?
Mahendra Patel, Satyajit Purohit (ITF), Sameer Kulavoor (Bombay Duck Design) and Neha Tulsian (NH1 Design) are among my favorite.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Get into the market and reach there fast. Market is the only place to evaluate if your work has value or not. Market is where the money/assets/lives are at stake and if your Design works or sells, it does that only because it fulfils the needs of people and after all, that’s why we design.
I don’t like the phrase ‘Career Option’. I won’t advise anyone to have any ‘career option’. If you do any work in the creative field with the intention of it being a ‘Career Option’ then you shall be a mediocre forever.
Do you think Clients are opening up to keeping aside a decent respectable budget for design work? Do you think clients are understanding that they need to invest in Design as a communication tool and also to cut the clutter, and that good design comes at a price?
I think, if you are not able to get the client for the budget that you should get for design work, then you are just a bad businessman or salesperson. Designing and Selling it are two different things. Some are good at just one. I try to practise and learn both. If your client isn’t understanding the value (in price too) of Design, it’s because of you being a bad Design Educator.
Mac or PC?
I use a Mac. Although, PC has it’s own benefits and computers are just one of tools in a Graphic Designer’s work inventory.
Who would you like to take out for dinner?
Stefan Sagmeister, of course. And if I could take two people, I’d include Richard Dawkins.
What’s on your iPod?
Indie Music and Loads of Indie music. I like to listen to Fleet Foxes on loop while working.
The post Kawal Oberoi : Graphic Designer appeared first on desicreative.
Google was supposed to uproot digital advertising’s foundation. But Facebook may beat the search giant to the punch.
Confirming what has become advertising’s latest worst-kept secret, Facebook said it will begin applying its user data to ads shown outside the social network through a retooled version of Atlas, the ad server it acquired from Microsoft in 2013 that sends the actual ads to a publisher’s site or app and measures their performance.
This isn’t Facebook’s long-rumored ad network, though it could lead to one. Facebook has built an automated ad-buying tool — commonly called a demand-side platform, or DSP — that advertisers could use to buy ads outside of Facebook through real-time auctions, as The Information previously reported. But the product is in its “very early” stages, according to Facebook ad tech head David Jakubowski, declining to say when or if the company plans to officially roll out the ad-buying tool.
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