Category Archives: Media strategy

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

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Social Media ROI and Enterprise 2.0

So many brilliant people are racking their brains, blogging, putting awesome presentations on slideshare, youtube (like the one above)  on how ROI of social media campaigns can be measured and how several companies are already benefitting from making social media a key part of their marketing efforts. Continue reading

Star alliance: Media buy of the year


Seen on HK International Airport Express platform: Media buy of the year.

One Railway platform. 50 meters stretch. 2 Light boxes with the same execution side by side . Go figure the logic.

 Inexcusable.

Johnnie Walker & Drink Responsibly

Johnnie Walker has been running a “Drink Responsibly” campaign to address the drunken driving issue. Here is a thought  for a tongue in cheek  outdoor and ambient execution.

 

” If you Drink, Don’t drive………..Keep Walking.”jw

 

Talk of branding being integrated within the message :-)))

Korea needs a positioning.

Cheil has been re-appointed as the agency for Korea Tourism. I hope they do a better job than the current campaign – Korea, Sparkling.

If ever there was a big , economically successful and visible country ( via its brands) which needed a clear positioning in the minds of the world’s tourists, it is Korea. Korea doesn’t need a generic campaign like SPARKLING KOREA (you can see the clever marketing logic yourself as interestingly the communication strategy and thinking has been put out for public consumption). It needs a unique point of difference which can give people a reason to add it to their list of destinations. It doesn’t help that the capital city, Seoul has its own campaign: “Seoul- the soul of Asia” , which is a clever play on words but lacks credibility and pull factor especially for people who haven’t been there before. It might reinforce what past visitors have experienced.

The marketing challenge as I see it, is not “repeat and loyalty” but “trial”.

C’mon Korea. Give me a reason to believe ..visit ( beyond the cheap won). We know you can do better.

P&G keeps learning.

P&G is one organization which continues to amaze with its hunger  for “more and better” in everything. Its arguably by far the best consumer goods company in the world. Outstanding people are the foundation of this reputation and they have been trained and groomed largely internally. But in today’s fast changing marketing landscape, even P&G is realising that it doesn’t have all the answers and needs to reach out and learn. Connect & develop was one such initiative to accelerate its product innovation pipeline efficiently. Now in another interesting move, there is a planned talent swap with Google with the stated purpose of – “to learn more about each other and about targeting customers”. Read more here.

If Connect & Develop was about maximising the value of R&D dollars, this  is about maximising the media dollars. Think about what this early dalliance can lead to  : The world’s largest advertiser ties up with what is perhaps the world’s largest media property.

The timing is also good. With the recession led pressure on margins and costs, anything which helps maintain or increase share of voice with a reduced media spend is welcome. P&G wants to know more about the online media habits so that it can confidently shift more media dollars away from mass-media. For Google, getting a convert like P&G would mean other companies will follow soon.

Well done !! Stock up on both the scrips.

The Good and the not so good – Part 2

Contd….Part 2 of  a round-up of some “Inspired” stuff and some which is distinctly average .

Panasonic Toughbook : toughbook.jpgPanasonic might be slipping in the Plasma/ LCD battle but it has the field completely upto itself in the “rugged” notebook market with its TOUGHBOOK range. Continue reading