Category Advertising

Incredulous: Advertising you’re not likely to see again

Have you ever noticed how people above a certian age tend to continue doing that thing that the rest of us gave up long ago: forarding jokes and curiorisities via email to their entire address book? The rest of us tend to take to ‘opt-in’ social networks for that sort of thing.

I mention it because the pictures that follow were forwarded to me by just such a gentleman. They’re old adverts that, let’s just say, you’re not likely to see again. How apt that the chap who sent them to me is old enough to remember some of them when they first appeared.

Informed: Luxury Daily's Luxury Marketing Outlook 2011

If you’re interested in marketing in the luxury industry then Luxury Daily is a must-read. They’ve just released their Luxury Marketing Outlook 2011 report and it’s full of interesting insights. What’s clear is that the future of luxury is digital. As editor Mickey Alam Khan says as he introduces the report: “savvy understanding of how the Internet and mobile influence all channels will make the difference between a successful luxury brand and one that sticks to an old formula for a different era.” I agree.

You can click here to download the report in its entirety but here are some highlights

Inspiring: Steve Jobs on communicating core values using marketing

I just stumbled upon this old footage of Steve Jobs introducing Apple’s 1997 ‘Think Different’ campaign to a group of – I think – Apple staff (it certainly looks like an internal meeting, the great man’s wearing shorts.)

As ever, Jobs demonstrates that he is one of our age’s great communicators and marketers. He gets straight to the heart of the matter, telling his audience that marketing is all about communicating values to customers. In a “noisy”  world, that’s the only way to make a meaningful impact. Don’t waste your time trying to tell the customer  about your product or why it’s better than your competitors’ offering, just tell them what your brand stands for. That’s what they’re going to remember. That’s what’s going to have impact.

I couldn’t agree more.

Incredible: The Bernie Ecclestone Hublot advert

InMarketing was always supposed to be my scrapbook, my repository of ideas and observations about all things marketing-related. I aimed to highlight examples of good marketing that I came across. Highlighting bad ones, I reasoned, would be all too easy and all too time-consuming to bother. But every now and again, something comes along that is so bad, so tasteless, so utterly ineffective that it deserves a mention. Last week, I chanced upon just such a thing: this genuinely incredible (and I mean that literally, not in praise) ad from Swiss luxury watch manufacturer Hublot.

You’ll doubtless know the back story to this by now. F1 boss Ecclestone was mugged in London at the end of November. The thieves took jewellery and Ecclestone’s watch. They also beat him rather savagely. Despicable.

Incisive: Rory Sutherland delivers life lessons from an ad man to TED

Advertising industry veteran, Rory Sutherland

I don’t know how I missed this – it’s over a year old now – but just in case you did too, I thought I’d highlight it. The video below is a talk the advertising industry veteran Rory Sutherland delivered at TED Global in 2009.

In it, he argues that advertising adds value to a product by changing our perception, rather than the product itself. He makes the assertion – which I wholeheartedly agree with – that a change in perceived value can be just as satisfying as what we consider real value — and his conclusion has interesting consequences for how we look at life.

Influential: The top financial marketers in Britain

Amanda Mackenzie of Aviva

Marketing Magazine has published its annual list of the 100 most powerful marketers in Britain and Chris Skinner over on the Financial Services Club’s Blog has already a great job of combing through it looking for financial marketers.

The list reflects the success of the marketer, rather than the firm, and the Top 10 looks like this:

  1. Phil Thomas at Reckitt Benckiser
  2. Gwyn Burr at Sainsbury
  3. Mark Lund at the Central Office of Information (UK Government)
  4. Rosin Donnelly at Procter & Gamble
  5. Jill McDonald at McDonalds

Incisive: Ford's Scott Monty says "social media is the cocaine of the communications industry"

Just a few days after praising Ford for its impressive social media campaign, I came across this post over on SmartBlog. It includes a video which I’ve embedded below of Scott Monty presenting at BlogWell: How Big Brands Use Social Media in Minneapolis.

Monty is Ford’s global digital and multimedia communications manager and in the video he talks about how the company is establishing authenticity, transparency and accessibility through social media.

The big takeaways are: