advertising

Mobile marketing: the new frontier?

If you were an aging toothpaste brand, what would you do to rejuvenate yourself, stimulate smiles, and get on the customers’ good side? Of course there are billboards, or online ads, but Zhongua, a 60-year-old Chinese toothpaste brand, turned to the mobile phone – and more specifically, the selfie. The images for the “one hundred[…]

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The sales funnel is still relevant

The sales funnel has been around for a long time – apparently, since 1898. It is one of those models marketers use on a regular basis to plan and present their strategy for the year. (Admit it, you have a slide with it for 2015. And if you haven’t used it before, give it a[…]

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Leveraging the holidays and turning sentiment into sales

Labeled as one of the Hallmark holidays, Valentine’s Day cards actually got started in England in the 18th century – long before the American greeting card company offered its first Valentine’s Day card in 1913. Nowadays, like most modern holidays, Valentine’s has morphed from a day to send sentiments to your true love to offering[…]

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Interactive ads are “taking off”

Recently, some of the most interesting advertising campaigns have been coming from the Out of Home (OOH) arena.They’ve tended to use interactivity more than most, harnessing technology that enables them to react to – and elicit reaction from – their immediate surroundings in real-time. British Airways has embraced this technology to give its latest outdoor[…]

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When creativity goes beyond the conceptual: Making water out of thin air

It was the Roman poet Horace that said: “Adversity has the effect of eliciting talents which, in prosperous circumstances, would have lain dormant.”Sometimes the sayings of old really do speak to the present generation anew.We think this creative campaign conceived by ad agency Mayo DraftFCB for Peru’s Universidad de Ingenéria & Tecnologia  (UTEC) personifies that[…]

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Interactive campaigns that go beyond 2D

We’ve been talking about augmented reality quite a bit around the office and playing around with innovative tools and technologies to establish an interactive presence for one of our clients in a big European fair. To achieve this, we are working on interactive virtual hostesses, augmented reality points of information, and an interactive animation that[…]

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Finding inspiration in creative campaigns

In order to bring fresh thinking to the creative collaborations between ourselves and our clients, we believe it’s necessary to seek out and acknowledge the various examples of inspiring work going on anywhere at any given time.Many of us remember or certainly feel the resonating impact of Nike’s epic “Just Do It” campaign, which celebrated[…]

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Food Glorious Food: Ending Waste and Bridging Two Worlds

Our client, FoodDrinkEurope – the umbrella organization for the European food and drink industry – recently put its stake in the ground to play its part in the eradication of food waste with their “Every Crumb Counts” Joint Declaration campaign.We were on hand to help get this very important message out there by creating this[…]

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In search of authenticity

As a brand, identity and communications strategist, I’m someone whose livelihood is derived from helping organizations initiate and manage change. But, I have what on the surface may look like a contradictory obsession with “the past.” There is many a quoted variation on the theme of not junking one’s history in favor of one’s future,[…]

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ZN & Sony Photoshoot

Last February we began a project with Sony. The brief was to materialize a creative concept linked to their newest laptop release, the VAIO SB, targeting trendy and dynamic students.After exploring the concept further, our team was inspired to go beyond the scope and take the project to another level. We decided to work with the[…]

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Digital advocacy nearing the real deal

Digital advocacy – aligned with online campaigning more broadly – has been effective on issues that capture the public imagination for quite a while, largely because the web works extremely well as a grassroots mobilisation tool. From whale hunting to GMOs, pressure groups and concerned citizens have used a variety of online tools to express[…]

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Viral Marketing according to Seth

From time to time a strange discussion takes place with one of our clients, prospects or someone I meet at a party.  In the later case I was discussing what a viral marketing campaign was and whether it could actually be commissioned by a client.  The scary answer by inexperienced (or dishonest?) marketing agencies is[…]

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The trend is becoming clear…

A few months ago, when the crisis/recession started dominating the news in Europe, we tried to understand how these changes would affect our business – that is the business of online marketing.  We shared with you a couple of articles from McKinsey, the Economist and other sources (on this blog and on Ning) that all[…]

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