Category Archives: Communication strategy

Crowd sourcing keeps gathering Moss

Even more signs that this is going to be a big part of the future.

2 extracts from the post “Future of advertising” at www. fastcompany.com

1. GeniusRocket  is nothing more than a bare-bones website that crowdsources broadcast-ready TV ads from a pool of loosely vetted talent from Poland to Guam. A CMO accustomed to handing over millions of dollars to an agency for a campaign designed around a single spot can now hand GeniusRocket $40,000 — and get seven spots, each of which will be syndicated on 20 web platforms for tracking, testing, sentiment analysis, and wide distribution. GeniusRocket gleans a 20% to 40% commission, and the rest goes to the creators. “It seemed like an interesting, cost-effective way to get some new creative ideas,” says Marshall Hyzdu, the Kraft brand manager who hired GeniusRocket. “We fell in love with one spot.

2. Former Crispin Porter + Bogusky exec John Winsor recently opened Victors & Spoils in Boulder, Colorado. Victors & Spoils has virtually no staff and “operates on the principles of crowdsourcing” — currently the most vilified term in the agency world. Since its launch last year, Victors & Spoils has lured marketers at General Mills, Oakley, Virgin America, and Harley-Davidson, which just ditched its agency of record of 30 years. “Many agencies are hanging on to this idea that creativity is theirs to own and sell,” says Harley CMO Mark-Hans Richer. “[Victors & Spoils] offered a great place to start versus sitting across from a creative who spent weeks crafting the perfect idea and gets upset if you want to change a word.

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Hotel search made simple

I wonder how much time people in the hotel industry spend on designing the physical properties.

Little bit of time on the front of the virtual property might not be missed.

Why don’t  we have a homepage like this yet from any of the major Hotel brands?


Infact the aggregator sites ( Hotels.com, Hotzebra etc)  do much better and Holiday Inn is not bad either.

Marriott : from bad to worse

Spotted the new Marriott campaign yesterday at Hong Kong airport. I have pilloried Marriott twice before in this blog. This time it is so bad, there is no need to waste any space analyzing it.

Enjoy the brilliance of gems like :  “Habitat of the Wildly successful”,  ” Where the Driven go”,  ” Highly functional and dynamic like you”…..and the website mentioned at the bottom has no link to the campaign !!

Bad strategy, Bad execution, Bad Integration

Tourism campaigns : Finally something different.


From September onwards as the peak holiday season approaches, there is a barrage of  tourism ads on channels like CNN. So I have sat through Amazing Thailand, Enchanting Vietnam, Infinitely yours- Korea, Cambodia- The Kingdom of Heaven, Kenya- The Magic of Africa, Egypt-The gift of the Sun. Most of these ads have a visual tapestry which is quite similar to each other. Shots of beaches, wildlife, forests, waterbodies, iconic heritage sites, smiling people and tourists having a ball of a time. Continue reading

HYUNDAI: Good cars, Bad Ads

Hyundai cars have  amongst the highest quality ratings in US as per JD POWERS, improving from 13th position in 2008 to 4th in 2009. Hyundai was the ADAGE 2009 marketer of the year in US this year for its innovative “Lose your job, Return the car” campaign. Hyundai might also be the hands down winner of the lamest new brand campaign, which just broke in Asia. It is titled “Our unique way of making better cars: It is inside you”. Go figure. Continue reading