You have to pardon the Rovion-powered blather which greets you as you visit this page of Boston-based agency Winsper Inc. which promotes its latest white parer, The 6Ps of Luxury Marketing (yes, you have to fill out a form to get it but it's a really short one). While Winsper Inc. President Jeff Winsper might appear to sound like any other Rovion-powered wind bag usurping the peace and quiet of your website travels, the man is smart. And knowledge of this comes first hand having worked with the man for four years. So give the guy a break for his Rovion rambles.
Anyway, the agency has published this white paper which, like those 5Ps (or is it 4?) of marketing, examine people, product, passion, pleasure, purpose and price as they relate to marketing luxury products. It's insightful. It's informative and it does a nice job explaining the process of luxury marketing, something Winsper Inc. has been doing since it launched five years ago.
If you've been in this business for any amount of time, you've sat through your unfair share of mindless meetings during which dense data is pointlessly pontificated to the point of insanity-laced frustration. Half way through the presentation you want to jump on the presenter and beat them to a bloody pulp for stealing yet another hour you'll never get back. This presentation from Good Magazine might also cause you to jump on the presenter but with entirely different motivations.
Hey all you 20 and 30 somethings conquering the world from inside the creative conference room, the older set wants you to know they're still alive and they have a lot of money to spend on that product you should be marketing to them. Oh sure, it's much more fun to develop a campaign for the standard but utterly meaning 18-49 demo but if you want to make some real money, the action's squarely with the over 50 boomer set. Unliver's getting in on the action. You should be too.
Recent research from Unilever's Boomer Project finds 45 percent of households are boomers but they make 60 percent of all packaged goods purchases. That's found money my friend. So what are you waiting for? Get out there and pitch the Depends account!
- Cynopsis reports, "The disappointing Bud.tv may "fade away" later this year, admitted Anheuser-Busch CEO August Busch IV in a conference call to analysts" and "Rupert Murdoch's bid to acquire the Dow Jones & Co., which includes The Wall Street Journal, Barrons and the Dow Jones Newswires, isn't looking too promising."
- The Internet Advertising Bureau and PriceWaterhouseCooper report online ad revenue increased 35 percent in 2006 to $16.9 billion.
- Havas' MPG is certainly grinning over its recent $740 million Sear media account win. Unfortunately former media agency, Carat, is grinning an entirely different grin.
- This is just not all that much fun but hey, you have to sell office cooling systems somehow.
- The City Desk examines the 60 year history of the Richman Spectacles rich Man iconic neon sign that sits atop the Deputy Tyrone Campbell Building on Pearl Street. The area was once called Squint Alley due to the overwhelming brilliance and quantity of neon signs that once graced the area.
- Virgin Atlantic Airways has put its account in review. Crispin Porter + Bogusky has had the account since 2003 and will not defend.
Catch Seinfeld promoting Bee Movie by jumping off an eight story building in Cannes.
- Oddcast is having fun with its Baby Mail.
- Cynopsis reports, "The CW is planning on not selling traditional commercials in the new trend-watching series CW Now on Sunday nights. Instead, the network will integrate marketers into the show as sponsors for specific segments such as fashion, beauty or music. This fall, The CW will also sell five-second spots called "cwickies" to advertisers, in particular movie studios, three times throughout a show or during the course of a night, followed by a longer-form commercial, like a trailer. "
- Apparently, new research suggest young adults read more magazines, not less.
- Check out the Creativity Award winners.
Google bought DoubleClick. Yahoo bought Right Media. WPP bought 24/7Real Media. Microsoft, always the follower, never the leader, just bid $6 billion to acquire digital giant aQuantive. It's an information grab as companies wake up and realize their prized and proprietary information is increasingly in the hands of their very own competitors.
Don't you love big research studies that nicely categorize the entire world's population into five, easy to define behavioral patterns? We do too. After all, it's too much work to create ads that address everyone's individual behavior. It's much easier to point to a big study that bases itself on the fact every human on the planet earth goes through the same ritualistic periods each day. So we give big props to BBDO who's now made every planner, media planner and creative's lives easier...or not with a recently released study examining the world's daily rituals..
OK, so there were some actual finding's in this study that could be deemed usable such as the fact 84 percent of Polish people shower at night versus 92 percent of Mexicans who do so in the morning. Clearly, different approaches to the marketing of bath products between these two countries we appear to be a no brainer. O the fact women in Columbia, Brazil and Japan love to apply makeup while driving at twice the rate of women in the rest of the world. Perhaps that's indicative of the need for an entirely new line of car-based cosmetics products. Close to 41 percent of Chinese schedule sex as compared to seven percent of Americans. Perhaps condom makers cold go the route of "for that special 9:36PM moment."
Come on BBDO, this was supposed to make our lives easier! We liked when we could just create one ad and run it the world over.
I (Angela) was really looking forward to attending ad:tech San Francisco 2007 panel entitled "The Online Female Consumer - Come Meet Them" Tuesday afternoon, featuring CEO Kate Everett-Thorp of Real Girls Media as moderator and Senior Analyst Debra Aho Williamson of eMarketer. Additional panelists were women pulled from various walks of life (well, except not), the youngest being thirty and the oldest in their mid-forties, with children of varying ages.
First impression: oh, we'll be hearing from Fembots. Kate and Debra seemed tight and mildly Stepford in appearance. I don't know what it was but the room took on a defensive and unfun Girl Power air that had nothing to do with trouncing around in platforms and going ziga-zig ahhh.
- Yikes. Reminiscent of that "where the hell did all the 18-34 men Go" trauma of a year of two ago, MediaWeek's Marc Berman reports NBC's adult 18-49 demo plummeted 24 percent to a 2.2/9 compared to last year representing the lowest since September 1991. Hmm. Ratings glitch?
- The Web Marketing Association has begun the 2007 Call for Entries for the 11th annual international WebAward competition. Check it out if you can stand the insanely annoying Rovion video that incessantly appears in the lower right hand corner of the site every time you visit. This is a technology that should get shot in the head. Along with in text advertising and PayPerPost.
- CreateAthon 2007 wants 24 hours of time from agencies to dedicate their time and talent to non profits.More info here.
- Kleenex has debuted a new oval-shaped package and a program that lets people design their own tissue box for $4.99.
- While it feels like the whole graffiti as advertising trend is so yesterday, apparently, it's still a thing and Adidas has launched a project whereby graf artists are tagging a New York subway car.
If you look at it honestly, advertising's sole purpose is to sell stuff. Forget all that crap about brand building because it's all the same thing. You build a brand so it connects with people so they are more inclined to buy from said brand. Advertising's purpose is not, despite what many would like to think, about winning rewards or creativity. Clio. Cannes. ADDY. One Show. Create. Webby. ADC. Andys. Irrelevant. You disagree and claim the winning of awards helps agencies win accounts? Fair enough but wrong.
What if we lived in a world where we knew exactly how well received our commercials were the second they aired? Well, if Nielsen and the rest of the industry can get their shit together, we may soon see that world. Commercial ratings have been much discussed over the last few years but scant progress has been made. Some half assed solutions have been put in place and even more half assed solutions have been suggested. Who wants half an ass when they cab have full on booty? Yea, we thought so.