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9 posts from September 2016

30 September 2016

Innovative Ad of the Week: Nissan 'Raise your game' (Europe)

Remember “Truckerball”? Or how Nissan created a new sport where footballers played on moving trucks and pick-ups. It was in 2015, and guess what? “Truckerball” is back! 

In this second season, a new duo has been introduced: a coach and his all-new NV300. Encompassing the same spirit – but with a spicy touch through his new charismatic character – the 'Raise your game' campaign includes a 60" film with a new take on last season's "Truckerball". 

The film's director Emil Möller said “So this new film’s challenge was to introduce a new comer: the coach and its NV300. To make them part of this crazy environment and have them push the game even further. Even crazier, more impressive and funnier!” 

The campaign includes a 360° communication plan developed in collaboration by Nissan Europe agencies TBWA\G1 Paris, DigitasLBi and OMD. It will roll out across TV, social, digital, print, OOH, CRM and retail in over 25 European countries. 

Check out the series of films below:

26 September 2016

Video Ad Trends: Marketers look to formats beyond pre-roll [Infographic]

As the UK online video advertising market continues to mature, advertisers and buyers are moving away from a focus on larger, traditional pre-roll video towards buying more strategic and varied video solutions, according to programmatic digital brand advertising company Collective’s 2016 UK Online Video Advertising Market Report

The annual report, which drew together the thoughts of over 100 key video buyers from across the top 30 media agencies, revealed that while Broadcaster Video On Demand (VOD) still takes the lion’s share of video advertising spend, clients are increasing their investment in display, YouTube, social channels and other more niche providers. 

“As advertisers take advantage of an increasing number of video solutions outside of the traditional pre-roll market, the responsibility for who buys online video has also changed,” said Simon Stone, Commercial Director, Collective. “Video budgets are increasingly being allocated from TV to digital teams. We have seen a shift in the market since launching both our native and YouTube video products in the last year. There has also been a huge increase in the number of display campaigns that include video assets.” 

For more insights into Collective's 2016 UK Online Video Advertising Market Report, check out the infographic below:

Continue reading "Video Ad Trends: Marketers look to formats beyond pre-roll [Infographic]" »

23 September 2016

Innovative Ad of the Week: Benetton 'Clothes for Humans' (Global)


For the first time in the Italian clothing brand's history, United Colors of Benetton has this week unveiled a global campaign that will run across TV (Italy and India), cinema (Italy and Mexico) and digital media in Italy, India, Spain, France, Germany, Portugal, Greece and Mexico.  

The 'Clothes for Humans' philosophy focuses on understanding moments and emotions in peoples' lives and creating clothes that empower them to make the most of those moments. "Clothing plays an important role in shaping our emotions. Every morning when we choose what to wear, we are deciding on our personality for the rest of the day and how we will emotionally respond to the situations we face," read a statement from Benetton.  

Continue reading "Innovative Ad of the Week: Benetton 'Clothes for Humans' (Global)" »

20 September 2016

International Advertiser of the Year: Top 6 Unilever case studies

Unilever was crowned ‘International Advertiser of the Year’ at the M&M Global Awards 2016. To mark the occasion, we’ve delved deep into the Cream case study library to share some of the FMCG giant’s Festival of Media award-winning work across the world over the last year.

Check out our top six campaigns below and click through to read the full case studies.

Dove es diferente
Brand: Dove
Region: Central America
Award: The Pan-Latin Award (Silver) at FOMLA 2015

Dove partners with influencers across LatAm for the 7-day Dove Challenge, documented and broadcasted via TV talk shows and social media.

Dove 1

Continue reading "International Advertiser of the Year: Top 6 Unilever case studies" »

16 September 2016

5 tips for brand collaboration with content creators

Brands should focus on content creativity if they want to increase their sales. Well that’s the lesson that came out of a new piece research from Yahoo, unveiled at Dmexco this week.

The study, which focused on the attitudes of Tumblr users towards brand content, found that more than two thirds (68%) of daily users in the UK and Germany are more likely to buy from brands that share content they like on social media. In fact, almost three quarters (74%) of respondents agreed that brands can sometimes come up with the most entertaining content. A further 70% said that the source of content doesn’t matter, as long as it provides value and is something they want to read or watch.

The power of influencers was perhaps the most interesting of the findings. Three in four daily Tumblr users feel closer to a brand when it uses influencers to reach them. [Note from Cream Ed: Check out the winner of the brand new for 2016: Best Use of an Influencer category at this year’s M&M Global Awards].

Off the back of the new research, Yahoo has offered five guiding principles to for brands to consider when collaborating with content creators. Check them out below:

Continue reading "5 tips for brand collaboration with content creators" »

13 September 2016

Why it's time to get real

It’s no secret that there’s currently a sea change taking place across marketing and advertising. The good news is that spend is up – 10.7% in the UK, according to the IPA Bellwether report for the second quarter of 2016 – and has been rising for the past three years now. More interesting is what’s driving this trend. Unsurprisingly, the main catalyst is digital marketing, with an impressive 9.8% increase in investment. Perhaps surprisingly, the main catalyst is real world marketing (events and experiential), with an impressive 13.4% increase in investment. Unsurprisingly, digital marketing follows closely behind with 10.9%, then come main media advertising (9.3%) and PR (2.3%). No other specific discipline posted increased investment.

Is this just a blip; a random quarterly leap?

No, investment in experiential marketing, as monitored through Bellwether, has been rising each quarter for over two years. Widen the research net and the sheer force behind experiential becomes astonishingly clear. According to the Pearlfinders Global Index 2016, the number of brands looking to invest in the discipline was up 40% on 2015, which itself reported a 56% rise in experiential activations over 2014. Meanwhile, 75% of brands admitted to growing their experiential budgets in the Event Magazine Power Brands Report 2016, with 50% anticipating further rises.

The Pearlfinders Global Index summed up the situation well, saying: “Experiential has come a long way from the sample-driven add-on it once represented. It has become a key player within brands’ marketing communications and this growth looks set to continue.” A long way, indeed!

As to where this extra experiential spend is coming from, 66% is has transferred from other disciplines, while 34% is incremental, according to the Event Power Brands Report 2015.

“Other signs of experiential’s continued rise include the fact that, since 2012, the number of agency start-ups has exponentially grown with a disproportionate number of these within the experiential space,” says Nick Adams, co-author of Real World Ideas: A Guide to Modern Experiential Marketing and managing director at marketing agency Sense.

“There is also a clear trend in agency positionings being updated to embrace experiential activation, from Leo Burnett’s ‘Acts Not Ads’ to AMV Live Experience, JWT Live, among others. What’s more, leading marketing and advertising bodies MAA [Marketing Agencies Assocation], IPM [Institute Promotional Marketing] and ISBA now offer dedicated experiential training, an industry code of conduct is being planned and experiential award categories have doubled since 2013.”

On the radar

So how has a marketing discipline that was fighting to be recognised as such only a decade ago suddenly found itself firmly on the brand radar above most others?

A key factor is the growth of its close marketing spend running mate digital. The rise and increasing sophistication of the internet and social media has enabled live experiences to be amplified exponentially in terms of reach, hugely increasing the discipline’s cost efficiency. Meanwhile, the content is perfect for consumers’ hunger for authenticity and ‘reality’ from brands. Technology and social have also made the effectiveness of experiential easier to measure. Plus the discipline fuels word-of-mouth recommendation, creating the advocates that brands currently crave more than ever.

This is reflected in research examining experiential’s effectiveness. It topped the poll for ‘most effective marketing tactic’ with 72% of the vote in the Content Marketing Institute’s Content Marketing in the UK 2015 survey. Furthermore, when brands were asked for their top three most effective marketing mediums for the Event Magazine Power Brands 2015 report, experiential came out on top.

One brand that has significantly increased its investment in experiential recently is The Economist.

“The real world is proving to be a key space for performance brand marketing,” says Marina Haydn, the publication’s Senior Vice President, Circulation and Retail Marketing. "I'm delighted that our experiential strategy. By using our content and turning it into a real-life activation we can speak to our potential readers in a more exciting and interesting way. Experiential has been a fantastic method of not only changing brand perception, but also converting to subscription. The success is that it’s a genuine experience, people are taking it home with them and talking about it, and there’s a conversation taking place.”

Meteoric rise

As well as growing its own spend levels, there is also evidence to suggest that experiential has had a hand in maintaining digital’s position at the top.

“Experiential and digital channels are not mutually exclusive,” says Adams. “There is a popular view that the growth in experiential is contributing to the growth in digital, because: digital/social mechanics are most commonly used to amplify experiential; digital strategies allow data-capture and enable brands to create an ongoing conversation with consumers; and many brands are using experiential to create content to drive digital campaigns.”

What’s more, most of the statistics quoted above tend to be based on the more conventional definition of experiential, focused on live face-to-face interaction. By extending the discipline to encompass all ‘real world activations’ – brands creating or doing something in the real world – the growth is likely to be even more pronounced.

“As the broader definition and understanding becomes more prevalent and accepted in the market,” adds Adams. “We expect that future reports and statistics will paint an even more positive picture of experiential marketing.”

So with investment predicted to climb further and experiential increasingly placed at the heart of many campaigns, it would appear the discipline is primed to go from strength to strength.

“We’ve been tracking the meteoric rise of experiential as an effective channel in recent years,” says Mike Thorne, editor at Pearlfinders. “Buoyed by sponsors’ increasing activation budgets and better ROI tracking, the number of brands investing in this area will continue to climb through 2016. More significantly, we predict that the scope and scale of projects will also grow.”

By Ian Whiteling, freelance marketing journalist

09 September 2016

Ariel 'Removing the Stains of Social Inequality' crowned Campaign of the Year at M&M Global Awards 2016

Mmg mediacom

Ariel's 'Removing the Stains of Social Inequality' campaign, which encouraged men to share the traditionally female chore of washing, has been crowned 'Campaign of the Year' at this year's M&M Global Awards. The campaign, by MediaCom, won every category it was entered for: Best Use of Content, B2C Campaign of the Year, Best Multiplatform Campaign and The International Effectiveness Award. 

At the same time, MediaCom took home the coveted 'Agency of the Year' title for the second year running, along with nine other awards across the board including Best Local Execution of a Global Brand, Best Use of Content, Best Use of Social Media, B2C Campaign of the Year, Best Creative Use of Technology, Best Multiplatform Campaign, Best Use of an Influencer, Innovative Use of Publisher Platform and The International Effectiveness Award. 

OMD scooped four awards including Best Partnership Award, Best International Growth Strategy, The Smart Use of Data Award and Best Targeted Campaign. 

The Grand Prix Awards saw Viacom walk away with International Media Brand of the Year, while Unilever was awarded International Advertiser of the Year. 

Check out the list of winners below and click through to read the full case studies. 

Continue reading "Ariel 'Removing the Stains of Social Inequality' crowned Campaign of the Year at M&M Global Awards 2016" »

06 September 2016

Quality brand ambassadors aren’t commodities


When it comes to making the most of a brand’s communications budget, few activities have the potential to deliver the same impact as face-to-face marketing, whether it’s at an event, a festival, on the High Street or in a busy train station.

Marketers know that if they can get their product into the hands of their target audience, or have the chance to talk to them about their services for even just a few minutes, they are more than half-way to converting them into consumers and even fans.

So it’s unforgiveable that so many live or face-to-face campaigns are being completely undermined by utterly atrocious promotional staff. There’s no excuse for that; staffing agencies should be investing time, money and effort in recruiting and training quality people – and then more on retaining them.

But many supposedly reputable staffing agencies, which reassure clients that they have thousands of qualified staff on their books, are actually advertising for people – often for jobs they are supposed to be delivering next week or even tomorrow – on job forums and social media sites.

Where’s the quality in that? Where’s the duty of care which should be owed to clients?

Continue reading "Quality brand ambassadors aren’t commodities" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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