We truly appreciated the extracts from McCann Worldgroup’s Truth About Global Brands 2: They explore both the macro cultural forces and the local impacts on brands. Conducted by McCann’s Truth Central, the study surveyed more than 24,000 people in 29 countries. More so, since important particular points are in line with other findings from [...]
Photo by NeONBRAND on Unsplash In Europe, the immigration problem, the effects of the ever changing rivalries between the US, China and Russia and the accelerating Eastbound move of the economic "center of gravity", destabilized among other, the value systems within every European country, with very visible results like the Brexit referendum, the polarization of political views [...]
We have been repeatedly arguing this year, that advertising in off-Line media needs in priority to accomplish two things: Become more entertaining & more attention grabbing. Needs primarily to grab the attention of consumers, to stand a chance to deliver the message in the "ad interruption paradigm" we live in. Nevertheless, attention grabbing [...]
Photo https://unsplash.com/@levisaunders Marketing and advertising entertain a number of beliefs that govern our practices, until … a brave counterexample renders them obsolete. Our June 2018 post “Long or short?” went against the belief that · Complicated issues cannot be presented through short videos The latest AUDI campaign on FB “The seriously silly Audi approach to social advertising”, as presented by Marketing [...]
Photo by Jack Daniel Ocampo Palacios on Unsplash Extrovert towards its own clients, the advertisers. Digital ad expenditure is expected to grow by 13% in 2018, while expenditure on TV by only 2.5% (Source: MAGNA) A universal truth is that the media get a higher percentage of ad revenues, as long as they become more measurable. And [...]
One of the 1 mil $ questions in TV advertising has always been about the right length of the commercial. The media planners were never in favor of the long versions (not always for the correct reasons), while the account handlers usually advocated in favor. A new study published by ADMAP magazine in March [...]
Così fan tutte is an opera in Italian by Wolfgang Amadeus Mozart. The work premiered in Vienna Advertising Industry: Financial results for third Quarter of 2017 have just been released: Google in the US reported that revenue hit $27.77bn (vs. £21.2bn, i.e. +31%) in 3d Quarter, while profits were up to $6.73bn from [...]
By Kostas Houndas, Strategy & Business Analytics Officer, TEMPO OMD HELLAS. The concept of “Second Screen”, i.e. of using a second screen while watching television (75% according to Greek Barometer 2016), gained traction in recent years. It has affected the way some advertisers distribute their media budgets, striving to improve marketing performance, and we are [...]
KANTAR MILWARD BROWN just released their paper "Get the Media Right - 2017". It is an excellent approach of the discussion of the day. Do we have the Research resources to split our marketing appropriations among the available options? How much TV and how much digital? And this is the most pressing dilemma (67%), [...]
In 2009, a report from the Altimeter Group in cooperation with the social platform WETPAINT, found that among the top 100 global brands, there was a correlation between the brand’s social engagement and its financial performance. The brands most engaged in Social Media Marketing show 18% revenue growth against 6% revenue decline for not involved brands. The study [...]