Is an Ad Industry recovery in sight this year? I think so and so does my partner, Rick Bruner, over at MarketingFix. Here's what he has to say about it:
Press Release: CMR/TNS Media Intelligence Forecasts Moderate Rise In Overall Ad Spending For 2003...
MediaPost: Rebound Continues
CMR/TNS Media Intelligence (that's a heck of a brand, eh?) predicts that the Internet advertising market is going to grow by 7.4% in 2003. I'm pleased to see they predict growth. I'd even venture to say we may see low double-digits again in our lifetime, if not this year. I think CMR has always been a bit too old-school in its predictions of ad spending online, which it consistently pegs well below the IAB, which is the benchmark I prefer.
Folks, we're in for a recovery, I can feel it in my bones. Just consider the following:CMR may think growth will be only 7.4%, but you can put me down for at least a baker's dozen, please.
Link to Story: CMR Predicts Net Ads Up 7.4% in 2003
The Teen segment is the smartest segment out there when it comes to marketing and advertising. They always know it when they see it and they will ignore any attempt you make to reach them if you try to do it in a concealed fashion such as subtle product placement, etc.
Rather then trick this audience, the way I see it is that marketing to teens must go one of two ways. First, simply state the fact they you are marketing to them. In effect saying, "I'd like you to consider this product/service." The second, as stated by Robert Loch on MarketingFix, is to make the experience so involving that it becomes a "cause" they want to be a part of. Easier said then done, unfortunately.
MediaPost: Teen Marketing Online: Know Your Audience
More: Teens imagine new possibilities
In an update of the famous 1964 political ad that condemned the spread of nuclear warheads, MoveOn.org
has updated that spot and positioned it to encourage alternative solutions to the Iraqi situation. They do it using the typical scare tactic of a mushroom cloud appearing behind a small girl picking petals off a flower.
Boston Globe: Foes of a War in Iraq Spread Their Message
In a new campaign for Chrysler with the slogan, "Drive and Love", Celine Cion will work her magic for the Pacifica station wagon, Crossfire sports coupe, Town and Country minivan, Sebring convertible, and the PT Cruiser.
The ads will be done in black and white and will will contain songs from Dion's current and forthcoming albums including a single called, "I Drove All Night". Ads debut this Sunday.
Reuters: Pop Diva Celine Dion Pitches 'Love' for Chrysler
In the post below, we have crotch shots hawking Gucci and now, from Miller, we have women stripping down to bra and panties and having a catfight that turns out to be just a fantasy a guy at a bar was imagining as a great idea for a commercial. We have so much fun in advertising don't we? Of course there were the usual complaints to Miller about the spot but a USA Today poll shows that most people don't think the spot is sexist or they simply don't care.
USA Today: USATODAY.com - Miller Lite's 'Catfight' ad angers some viewers
Vogue is running this ad for Gucci in the European editon of Vogue that is basically a fashion crotch shot. Now, there's nothing wrong with this kind of photography in the right context. But in a magazine like Vogue does this go to far? Does it degrade women? Does it perpetuate cheapening of our culture? Or are we just over reacting and being puritanically old fashioned? You decide.
Only in the convoluted world of advertising agency mergers and aquisitions could this happen. D'Arcy closed after it's parent, Bcom3, was bought by Publicis. Philips had been handled by D'Arcy. So now Leo Burnett, division of BCom3, wins the Philips account...and staffs the account with former D'Arcy staff. Follow that? Neither did I.
But here's how we, in the ad business make that all sound good:
"The fact that we can maintain the world-class, integrated communications team we had in place and augment it with the added resources of the Leo Burnett network has made the difference in the selection process," said Enderson Guimaraes, head of global brand management for Royal Philips NV, in a statement.
AdWeek: Leo Burnett Gets Philips Brands
AOL/Time Warner is aggressively wooing Mel Karmazin, president of Viacom, to be its next cheif executive. I suppose if anyone can give AOL/TW the much needed kick in the ass, Mel could do it.
NY Post: NYPOST.COM Business: WARM MEL-COME By ERICA COPULSKY and TIM ARANGO
Anne Holland, a former marketing director and now editor of marketingsherpa sent out an email requesting lessons learned from the marketing community in 2002. She received over 600 replies and has published them in a report which you can download for free here.
Definitely worth the read.