Why Cadbury's 'Gorilla' ad nearly didn't get made. Imagine the pitch: it’s a 90-second advert, there’s no dialogue, we won’t show the product; instead it’s just a guy in an animatronic gorilla suit in an empty room playing the drums.
Would you buy it? Luckily Phil Rumbol, Cadbury’s then newly-appointed marketing director, did and ‘Gorilla’ has gone on to become one of the best known ads of the early 2000s. “When we heard the script I just remember myself and my team walking into the side room and grinning from ear to ear. I didn’t necessarily fully understand why but I knew in that instant we just had to do it,” he says. Juan Cabral, who was with the agency Fallon at the time and came up with the idea, also knew it was something special. “It was the best meeting of all time,” he says.
Has marketing lost its bottle? If you’ve ever watched agency folk at industry events, you may have noticed their response whenever a marketer takes the stage.
The chatter stops, their pens come out and they take notes like disciples. Now, this might not strike you as curious. The customer’s always right, right? Cadbury's brand purpose is just 'woke-washing' The phrase ‘jumping the shark’ comes from a 1977 episode of Happy Days.
Lumbering into its fifth season, the TV series was struggling to come up with new storylines. So the season premiere had Fonzie, played by real-life water sports enthusiast Henry Winkler, don a pair of water skis (along with trademark leather jacket) and jump over a captive shark watched by his Happy Days friends. It’s an entirely ludicrous moment, made worse by the fact that the jump itself, completed in slow motion, barely cleared 10 feet of open water. How Syl Saller is transforming marketing at drinks giant Diageo [Video] Yahoo is part of Oath.
Oath and our partners need your consent to access your device and use your data (including location) to understand your interests, and provide and measure personalised ads. Oath will also provide you with personalised ads on partner products. Marketing Blogs. Every year, my colleague Laura McLellan looks into marketers’ pockets.
How they spend their money, she’s likely to tell you, reveals what’s on their minds. Here, truth isn’t subject to the distortions of interpretation, politics or spin that, as industry analysts, we occasionally negotiate. Here, what you see is what you get—and what you get is a clear picture of what really matters. Laura’s soon-to-be-released findings from the 2015 Marketing Spending Survey follow the marketer’s money trail.
These findings tell an interesting story. Marketing budgets themselves account for, on average, a healthy 10.2% of revenue and forecasts for spending next year are stronger still—up over 10% for those planning increases.Marketers are increasingly taking on bona fide P&L responsibility, particularly as business models and revenue streams go digital. This last part, in particular, should cause you to sit up straight. Wishful thinking? How Mars’ shift from CMO to chief growth officer has reframed marketing. The trend for brands installing a chief growth officer rather than a CMO to lead marketing is gaining pace, with Kimberly-Clark the latest company to make the switch when it brought former Johnson & Johnson marketer Alison Lewis on board.
At the beginning of the year, Mars Wrigley made a similar move. But rather than being a direct replacement for the CMO position as is often the case, the chief growth officer role at Mars is positioned slightly differently. “The traditional CMO roles I have done were much more focused on brand communication - the brand’s point of view on the world and how the brand shows itself - versus now using the brand as a tool for growth," says Berta de Pablos, who took on the role in January. "[It’s about] orchestrating and driving different things from the first interaction on digital, to an interaction in-store, to driving a search campaign. 8 lessons about marketing effectiveness from two of the world's richest men. Author Haruki Murakami has a brilliant quote about reading: “If you only read the books that everyone else is reading, you can only think what everyone else is thinking.”
The same applies to marketing. We all need to read and cherish the core texts from the brilliant marketing minds. Marriott on why effectiveness doesn't always beat efficiency. 'Traditional marketing practices are over': Danone's CMO on reinventing the function. Watch: Ritson's nine marketing effectiveness lessons. In-housing is not living up to marketers' expectations. In-housing has been a hot topic over the past couple of years as marketers look to reduce costs and increase efficiency.
But what works for some brands won’t work for others, and in many cases in-housing is falling short of companies’ expectations. Increased productivity is a major draw for 47% of marketers, for example, according to new research by the Data and Marketing Association (DMA) and Mailjet. But just 32% of brands are happy this objective has been achieved. Likewise, 38% thought they could improve creativity as a result of bringing processes in-house, but only 27% believe this has happened in reality. The top outcomes brands hoped to achieve by in-housing include cost saving (57%), better brand consistency (53%), better control of campaigns (48%) and improved decision making (46%).
Yet, in all cases in-housing has failed to live up to expectations. How Unilever's haircare platform puts tech at the heart of content. Putting the consumer’s voice at the heart of the conversation around haircare has helped Unilever get far closer to customers via its content platform All Things Hair.
The publisher uses a 30-strong team of beauty editors to promote brands and share data, which the business says has enabled it to become a “hair companion” for consumers and brands. The content publishing platform was founded in 2013 in Canada to provide an authentic way to promote Unilever’s haircare brands and gain customer insights.
But it has since been rolled out across most major markets, including the UK and US, as well as the Philippines and Brazil. Rishabh Gandhi, Unilever’s head of digital transformation in global hair, explains: “It is built on a very simple but important consumer insight, which is when it comes to haircare consumers are very much looking for insight, inspiration and tips from people like them.” “All Things Hair was the way in which we decided to have a consumer voice. (3) Advertising and Shareholder Value in the Digital Era: A City perspective at EffWeek 2017. Netflix misses its subscriber growth forecasts. Image source: Netflix Netflix failed to reach the number of subscribers it expected to add in the second quarter, despite revenue growth of 26%.
In its Q2 results released today, the streaming media company reported paid membership grew by 2.7 million, well bellow the 5 million it forecasted. It’s also down on the 5.5 million extra subscribers it added in the same quarter last year. The streaming giant currently has 151.56 million subscribers around the world, up 21.9% year-on-year. Netflix reported “flat” membership numbers in the US where it lost subscribers for the first time since 2011. The business still reported 26% growth in revenue to $US4.923 billion compared to the same quarter last year. Netflix recognised increasing competition with the arrival over the next year of Disney, Apple, WarnerMedia and others.
Nine's pop-up Big Ideas Store resurfaces with newspaper assets. Liana Dubois and Michael Stephenson Powered, Nine's strategy, insights and content creation team, says it is dedicated to "partner collaboration" as it looks to expand its offering following last year's Fairfax merger. Over the past 12 months, Powered has worked on notable integrations such as the Australian Open Uber Eats campaign, in partnership with Special Group and MediaCom, as well as the life-size Lego Honda Civic which was developed as part of Honda's sponsorship of Lego Masters. Despite Powered continuing to develop campaigns direct for clients, recently appointed director of the division, Liana Dubois says agency partners remain vital.
"We firmly believe that collaboration is the best way to get the strongest work and ideas and that means having expert reputation from the brand, Nine and the agencies involved in the process," Dubois says. How Mars’ shift from CMO to chief growth officer has reframed marketing. Marketing 3.0: How L'Oréal is embracing new marketing codes. L’Oréal is entering a new period of transformation it calls ‘marketing 3.0’; something the 110-year-old beauty giant hopes will help it to stay relevant and keep pace in a fast-growing market and create a more trustworthy digital economy for both brands and consumers. “We have pretty much changed everything in terms of the way that we are organised as marketing teams: we call it marketing 3.0,” L’Oréal’s chief digital officer, Lubomira Rochet, told Marketing Week at Cannes Lions. “The deepest part of the digital transformation is de-siloing the organisation and having people come together as a team in a project mode versus a very sequential, ‘this is the innovation, this is the marketing plan, this is the go-to-market strategy and this is the operation and execution plan’.
This becomes a very holistic approach to consumer experience versus doing just a product strategy.” Reinventing currencies and algorithm ethics L’Oréal CMO: Companies that just sell products will not be successful. Marketing 3.0: How L'Oréal is embracing new marketing codes. BrewDog's former marketing boss: It wasn't ready for a CMO. Alison Lewis out as CMO of J&J consumer business. We Now Live in a World With Customized Shampoo. We Now Live in a World With Customized Shampoo. Domain scraps CMO role with new executive appointment. Domain has elected not to replace the company's vacant chief marketing officer position, revealing it has hired LJ Hooker's Jason Chuck to take on the role of chief consumer officer.
The real estate platform said the appointment had been made after a "comprehensive internal and external" recruitment search. The move will see the CMO role absorbed into Chuck's remit. Most recently he has been heading up real estate agency LJ Hooker's full-service real estate platform Avnu. Chuck's appointment follows the news late last year that former Domain CMO and content officer Melina Cruickshank would be jumping ship to rival REA Group to take on a similar role. Cruickshank replaced Kieren Cooney who took on the CMO role at Foxtel following the departure of Andy Lark in October. In a message to staff, Domain CEO Jason Pellegrino labelled Chuck an "impressive talent" who would bring his experience in marketing, content and scaling new business to the company. Have something to say on this? 'Fake news' law raises fresh questions over Singapore's status as tech and media hub. Under the Protection from Online Falsehoods and Manipulation Bill, it will be illegal to spread "false statements of fact" in Singapore, where that information is "prejudicial" to Singapore's security, public safety, "public tranquility," or to the "friendly relations of Singapore with other countries," among numerous other topics.
Individuals found guilty of contravening the act can face fines of up to 50,000 SGD (over $36,000) and, or, up to five years in prison. If the "fake news" is posted using "an inauthentic online account or controlled by a bot," the total potential fine rises to 100,000 SGD (around $73,000), and, or, up to 10 years in prison. Companies such as Facebook, if found guilty of spreading "fake news," can face fines of up to 1 million SGD (around $735,000).
Singapore has a poor record on press freedom. "The Singapore government has a long history of calling everything they disagree with as false and misleading," he said. 'Fake news' law raises fresh questions over Singapore's status as tech and media hub. Next Generation CMO Academy. Amazon, With Little Fanfare, Emerges as an Advertising Giant. Coca-Cola: Getting rid of the CMO role has 'broadened' marketing.
Coca-Cola’s decision to get rid of its chief marketing officer role in favour of a chief growth officer has “broadened” the company’s approach to marketing, according to one of the drink giant’s top marketers. Coca-Cola scrapped the CMO position in March last year, appointing Francisco Crespo as chief growth officer instead. And that move has helped change the outlook of the marketing department and “broadened its approach”, says Coca-Cola’s global vice-president of creative, Rodolfo Echeverria. Gain Theory - A Global Marketing Effectiveness Consultancy Gain Theory. John Lewis & Partners Christmas Ad 2018 - #EltonJohnLewis □ John Lewis Christmas Advert 2011. Johnson & Johnson sacrifices 'sacred cows' as it preps rebrand.
As the number one baby care brand in the world, Johnson & Johnson had grown accustomed to using concrete scientific research to back up the global appeal of its products. From its iconic gold baby shampoo to its pink lotion, the scientific benefits of its products have always been at the heart of its messaging. That is until now. Market leaders like Johnson & Johnson are being questioned like never before thanks to the rise of social media, with parents sharing concerns about dyes and fragrances in baby care products and some moving towards of all-natural alternatives. Pernod Ricard on why the days of the 'pure marketer are gone' The days of theoretical marketing are “long gone”, according to Patrick Venning, global marketing director at Pernod Ricard, who instead thinks marketers should always be looking through a commercial lens.
Personalization Isn't the Goal, Conversion Is. The Rocky Path to Personalization. M&S marketing boss departs as retailer shakes up marketing structure. Marks & Spencer‘s marketing boss Patrick Bousquet-Chavanne is to step down as part of a restructure of the retailer’s marketing team that will see it move away from a central function and towards separate marketing teams for its clothing and home, and food businesses. Marketers must stay in sync with the C-suite or life can be very difficult. Which is your favourite Marks & Spencer shirt? Revealed: The world's most valuable brands.
Brands that are using technology to make people’s lives easier in new and innovative ways are winning in 2018, according to Kantar Millward Brown’s latest BrandZ report of the world’s top 100 brands, with technology and tech-related names accounting for 92% of the overall ranking. Marketoonist on marketing with virtual assistants. Predictive analytics for marketing - the Marketoonist. Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape. From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.
Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader. The Modern Marketing Model (M3) - The modern marketing model (M3) Untitled. Brands shift marketing effectiveness focus from justification to learning. Inflation is rising, interest rates are on the up and consumer confidence is on a knife edge, all of which means 2018 will be a difficult year for marketing. Media agency groups including GroupM and Zenith Optimedia have cut their growth forecasts, while the major agency holding groups are seeing revenue growth either slow or decline as advertisers, in particular in FMCG, tighten their belts. Marketing trends for 2018: Purpose will morph back into positioning. Mark Ritson: Buckle up for marketing's 'Big Seven' in 2018. Well, fellow marketers, we are almost at the end of the road for 2017.
The Surge of Consultancies, and Nine Other Agency Facts. Subscribe to read. Research & Insight. 5 Disruptive Technologies Steal The M&E Show. Over 1 in 3 Australians now have Netflix as subscriptions jump 20 percent in first quarter of 2017. Ritson and Sharp reveal their marketing heroes and the biggest challenges facing the industry. Pernod Ricard puts faith in programmatic despite brand safety concerns. Zero-Based Budgeting, Robotics Help Diageo Save More Money, CFO Says - CFO Journal. - WSJ. P&G Cuts More Than $100 Million in ‘Largely Ineffective’ Digital Ads - WSJ. PwC: slow ad market offers 'grim and terrifying' outlook for the economy. Profiting from Personalization. For News Content, TV Is Still King. Unilever CMO Keith Weed on why the marketing industry needs to recognise change and ‘stop marking its own homework’ How marketing is changing and why agencies are not keeping pace.
Google drops ban on personally identifiable web tracking. Santander's CMO on how marketers can get into the c-suite. Turning British Gas into a modern British brand. We-Vibe sex toy manufacturer settles US class action for almost $4 million. How artificial intelligence is transforming marketing. P&G to review all agency contracts in crack down on digital marketing.
The Break Up. Growth in Time Spent with Media Is Slowing - eMarketer. What Would McDonald’s ‘Agency of the Future’ Do? Mark Ritson: Gap’s CEO is suffering from digital delirium. eMarketer. eMarketer. How Google Analytics ruined marketing. 10 Hilarious Marketing Videos To Get You Through Your Next Campaign. 'We're a tech company that happens to make cars' - Audi marketer. TV audiences tumble as Netflix effect kicks in. Mark Ritson: Eight marketing concepts – some heavenly, some hellish. How marketers will win: Six marketing visionaries describe how in five years marketing will be transformed. 90% of Marketers Are Not Trained in Marketing Performance & Marketing ROI. 80% of CEOs Do Not Really Trust Marketers (Except If They Are “ROI Marketers®”) Rise forecast for advertising spend but print revenue to fall. Marketing budget spend and ROI global report. Ad Business Full of Nontransparent Practices, Study Finds.
Bass hits back at Ritson: 'Who the F are you to call our industry idiots, liars and thieves?' CMO.com's 2016 State Of Digital Marketing Infographic. Marketing Deconstructed - Communications: The Death of the Traditional/ Digital Divide. Interpublic to Shift $250 Million in TV Ad Spending to YouTube. Mobile Devices Upend Google Search. New Research Uncovers the Limits of Viewability - Quantcast. The impact of 100% viewability on advertising economics. The Future of Television: More Choices and Greater Quality. Take Off Like a Man on These High-Adrenaline Guy Getaways.
The Evolution of Marketing. E-marketer 2016 predictions. E-marketer 2016 predictions. The CMO of the Future.