International Mar...
Follow
Find
1.3K views | +1 today
International Marketing Communications
The good, the bad and the ugly of international marketing
Curated by Paul Squirrell
Your new post is loading...
Your new post is loading...
Scooped by Paul Squirrell
Scoop.it!

How Instagram and Vine are creeping into 'DNA' of sports teams, brands - SportingNews.com

How Instagram and Vine are creeping into 'DNA' of sports teams, brands - SportingNews.com | International Marketing Communications | Scoop.it
How Instagram and Vine are creeping into 'DNA' of sports teams, brands SportingNews.com While teams and leagues continually hone their brand voice on Facebook and Twitter—the 1-2 punch in social media strategy—Vine and Instagram are quickly nudging...
Paul Squirrell's insight:

Of course social media lends itself very well to sports and sports marketing and whilst twitter is great at capturing the instant conversation and excitement of 'the game', Vine and Instagram are probably better at delivering a richer fan experience that's not restricted to 140 characters.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Google misses revenue target, ad prices slide - Times of India

Google misses revenue target, ad prices slide - Times of India | International Marketing Communications | Scoop.it
Times of India
Google misses revenue target, ad prices slide
Times of India
The number of "paid clicks" by consumers on Google's ads increased by 26% in the first quarter, disappointing some analysts who had hoped for stronger volume growth.
Paul Squirrell's insight:

Google's quarter by quarter figures are of course important BUT it's worth remembering that Google's business focus has always been based on long-term thinking - often at the expense of short-term growth.  Interestingly, Campaign magazine today reported Google is the 31st largest advertiser in the UK now.  A 50% uplift in spend.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Pernod Ricard in global push to reunite media and creative

Pernod Ricard in global push to reunite media and creative | International Marketing Communications | Scoop.it

myself in general French spirits giant Pernod Ricard says the cycle has turned, the usefulness of the big agency groups and holding companies is under scrutiny and media and creative disciplines need to get back together.

Paul Squirrell's insight:

I find myself in general agreement with this argument.  The media environment is richer than it has ever been and programatic solutions are changing the game still further.  To be able to offer optimised and innovative solutions to clients it makes sense for media and creative to be closure.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Ryanair hunts for creative, digital, media and CRM agencies after launching ... - The Drum

Ryanair hunts for creative, digital, media and CRM agencies after launching ... - The Drum | International Marketing Communications | Scoop.it
Ryanair hunts for creative, digital, media and CRM agencies after launching ...
Paul Squirrell's insight:

My personal view - it's a brave agency that takes on this challenge.  I foresee long meetings haggling over every line item in the budget and only the smallest possible margins.  Lets be honest, Ryanair's tough no-frills, budget cutting brand character, doesn't lend itself to a significant and creatively exciting communications campaign.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Native advertising – why in-app solutions are the future

Native advertising – why in-app solutions are the future | International Marketing Communications | Scoop.it
With Advertising Week Europe just three weeks away, one of the hot buzz words that I’m sure we’re going to be hearing a lot of from the industry is ‘native advertising’.
I wanted to share an article I recent posted in The Drum ‘Native advertising...
Paul Squirrell's insight:

This is worth a few minutes to read - for sure, from an advertisers perspective it makes sense and, no doubt, works far better than more traditional forms of digital advertising such as banners etc.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Digital advertising in India now about 10% of total – FICCI KPMG Report 2014 - Real Time News, India

Digital advertising in India now about 10% of total – FICCI KPMG Report 2014 - Real Time News, India | International Marketing Communications | Scoop.it
Digital advertising in India now about 10% of total – FICCI KPMG Report 2014 Real Time News, India Digital advertising has reached about 10% of the total advertising market in India, according to numbers from the annual FICCI KPMG media and...
Paul Squirrell's insight:

No real surprise here - digital makes a lot of sense in the Indian market which is large, diverse and hugely complex.  Mobile digital will lead the way as this medium is seeing the infrastructure investment needed to take on traditional broadcast (TV and radio) which has been popular for decades.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Microsoft Tells Agencies What They Must Do to Win Its Coveted Global Account - Adlip

Microsoft Tells Agencies What They Must Do to Win Its Coveted Global Account - Adlip | International Marketing Communications | Scoop.it
By Andrew McMains on AdWeek Microsoft is in the middle of reinventing itself—and it wants the agencies...
Paul Squirrell's insight:

Microsoft would be a great account for any agency to have -  this is a company in the midst of redefining what it is (and, what it does and for whom) whilst operating in a shifting landscape with plenty of competitors ready to take a bit - quite a challenge for any agency to take on.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Brands and Agencies Are Starting to Experiment With Google Glass

Brands and Agencies Are Starting to Experiment With Google Glass | International Marketing Communications | Scoop.it
Google Glass’ role in advertising and content may be a bit out of focus—but initial use of the nascent technology may change that perception, as agencies and brands prepare for a wearable ad tech future.
Paul Squirrell's insight:

The whole wearable tech space is very exciting for communications professionals - finally, truly targeted 1-to-1 communications on the go.  However, as with all new tech, the early versions of the hardware is a little bulky and will no doubt be refined in the coming months.  Watch this space. thenetworkone members will get first hand experience of the Google Glass at a workshop in a few months.

more...
Wendy Flanagan's curator insight, March 4, 8:12 AM

You thought "txt and drive" was bad? Wait until wearable tech shows up where the "rubber meets the road". With the power to send content from a billboard to your smartphone... or wearable tech #GoogleGlass ... there are going to be some interesting and exciting changes in #marketing campaigns and government restrictions.

Scooped by Paul Squirrell
Scoop.it!

How ethical are our food companies?

How ethical are our food companies? | International Marketing Communications | Scoop.it
Love that chocolate Haagen-Dazs ice-cream? But what about the way its makers treat their farmers? How about KitKat and the way its production impacts the environment? (Coca-Cola's policies support women, but don't help farmers enough.
Paul Squirrell's insight:

Increasingly consumers want to know what is happening behind the gloss of the brands well prepared public image.  Major international businesses from consumer electronic, to clothes, to food producers have been accused (and sometimes with good reason), of poor practice and shamed on social media sites.  However, like everything, there's always two sides to a story and, sometimes imposing overly stringent rules can actually be detrimental to those said regulations aim to help.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Serviceplan ranks top among German creative agencies - PMLiVE

Serviceplan ranks top among German creative agencies - PMLiVE | International Marketing Communications | Scoop.it
Serviceplan ranks top among German creative agencies http://t.co/AyFjAIr6bG #pharma #hcmktg #HCSMEU
Paul Squirrell's insight:

Well done to all at Serviceplan - well deserved Mike and Florian!

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

6 Powerful Sports Marketing Promotions That Are Better Than Google - Forbes

6 Powerful Sports Marketing Promotions That Are Better Than Google - Forbes | International Marketing Communications | Scoop.it
6 Powerful Sports Marketing Promotions That Are Better Than Google
Forbes
One of the best new marketing strategies is to work with influential people that have large social followings.
Paul Squirrell's insight:

Yes, for sure personality driven promotion can be very effective if A) the personality used is seen as having similar values to those of the brand and, B) the personality behaves themselves and doesn't say or do something stupid on twitter, Facebook or a chat show etc!  In addition, personality driven promotions are by their very nature short-term (personality is fickle), so longer term brand building needs on going activity and support be that online or off-line.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Toyota tops Japanese brands - Warc

Toyota tops Japanese brands - Warc | International Marketing Communications | Scoop.it
Toyota tops Japanese brands
Warc
Toyota tops Japanese brands. 14 February 2014.
Paul Squirrell's insight:

A quick look at the value of major Japanese brands.  There's no surprise that the world's largest car marketer Toyota is top of the list -  although this week it announced a recall of 1.9million cars!

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Health Ministry angry with Air India's e-cigarette ads - India.Com Health

Health Ministry angry with Air India's e-cigarette ads - India.Com Health | International Marketing Communications | Scoop.it
India.Com Health Health Ministry angry with Air India's e-cigarette ads India.Com Health e-cigarette The union health ministry has told the civil aviation ministry and Air India that the display of electronic cigarettes in some of its publications...
Paul Squirrell's insight:

This is an interesting area for communications companies and brand owners that requires some official / government clarification.  Sure, e-cigarettes have benefits over traditional cigarettes but, should their use be promoted in advertising as Air India has done?  I am not so sure but, equally, I am non-smoker and can see the argument the other way - you decide.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

The downsizing of brand building - The Guardian (blog)

The downsizing of brand building - The Guardian (blog) | International Marketing Communications | Scoop.it
The Guardian (blog)
The downsizing of brand building
The Guardian (blog)
Today, brand building is fuelled by smaller demonstrations as much as big statements.
Paul Squirrell's insight:

… the move from 'big campaign' to small 'big impact events' is well documented and the internet is awash with good examples.  Never-the-less, this article is worth a read.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Content Marketing Is A Long-Term Commitment, Not A Campaign - Forbes

Forbes
Content Marketing Is A Long-Term Commitment, Not A Campaign
Forbes
There's a debate raging in the world of marketing. How many times must a consumer be exposed to an advertisement before it changes his behavior?
Paul Squirrell's insight:

There's an obvious BUT strong point here.  Content is an on going engagement and should be viewed (and measured) in a very different way to a more traditional campaign.  Arguably content creates a longer-term relationship which is better for products and services with a high purchase consideration profile.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Are Happy Employees the Future of Social Media and PR? - The Drum

Are Happy Employees the Future of Social Media and PR? - The Drum | International Marketing Communications | Scoop.it
Are Happy Employees the Future of Social Media and PR?
The Drum
PR - Public Relations or Press Relations. No matter what way you look at it, it's fairly defining.
Paul Squirrell's insight:

I like info-graphics especially on Friday afternoon.  I do think there's something in this.  Businesses (and people centric businesses like agencies), are better when employees are engaged and feel valued.  Of course, if you like something you'll say nice things about it or, at least not say bad things about it.  This said it would be easy to overplay the impact the average employee can have on a business via social media usage.  It is a naive individual who thinks sounding off about their current employer online will not damage their future career prospects.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Creative agencies falling behind content revolution - B&T Marketing & Media

Creative agencies falling behind content revolution - B&T Marketing & Media | International Marketing Communications | Scoop.it
Creative agencies falling behind content revolution B&T Marketing & Media In the fourth instalment of B&T's exclusive video insights into the Australian Planner's Group's week long trip to Google HQ, the Hallway's head of planning Sophie Price...
Paul Squirrell's insight:

This is worth a watch.  Of course content is king, but brand owners must take care to get it right because ill-conceived content is worse than not having any - a good example being Chipotle's recent 'Farmed and Dangerous' series… I am still struggling with this!

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Where are the women in creative departments?

Where are the women in creative departments? | International Marketing Communications | Scoop.it
Sue Unerman of Mediacom looks at why a lack of women in senior advertising positions still pervades, and what the company and the individual can do to solve the problem (On the gender imbalance in advertising agencies #women #equality #media
Paul Squirrell's insight:

I am not sure I have formed a view as to "why" here yet.  I know from experience that, agency life is not always conducive with family life - long hours and travel but, that's true of other professions in which women are successful at senior levels.  It's also true agencies are traditionally masculine dominated environments but again, on my travels I have met plenty of female agency owners and director who thrive on this.  Perhaps, the answer is simply women don't find the industry as attractive as alternatives careers? I don't know and would be interested in opinions.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Fashion brands immerse consumers in social runway experience - Luxury Daily - Internet

Fashion brands immerse consumers in social runway experience - Luxury Daily - Internet | International Marketing Communications | Scoop.it
Fashion brands immerse consumers in social runway experience http://t.co/IFH4B9NSRP #fashion #luxury #mode #luxe #fashionweek #fashionbrands
Paul Squirrell's insight:

The transient nature of fashion means that social media is a perfect communications channel for fashion brand owners.  As we've seen in many other sectors also, the consumer desire to see beyond the 'brand hype' and carefully crafted corporate image is a growing and powerful force.  However, for fashion and luxury brands there's a balance to be struck - give too much away, make access available to all, and then you loose your exclusive nature.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Here Are the Finalists for the Year's Best Brands on Twitter, Vine and ... - Adweek

Here Are the Finalists for the Year's Best Brands on Twitter, Vine and ... - Adweek | International Marketing Communications | Scoop.it
Adweek
Here Are the Finalists for the Year's Best Brands on Twitter, Vine and ...
Adweek
Each year, the list of branded social media accomplishments grows longer, and the Shorty Awards are never far behind in recognizing them.
Paul Squirrell's insight:

Here's Adweek's best of branded social media - some good stuff here and also some stuff I am not so sure about.  Worth a look.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

UK ad spend set to hit record £14bn

UK ad spend set to hit record £14bn | International Marketing Communications | Scoop.it
WPP buying arm forecasts revenues to top pre-crash level in 2013, with digital accounting for 44% of the market. By Jason Deans (Good news for the economy, great news for those of us in advertising!
Paul Squirrell's insight:

UK ad spend is heading in the right direction at last it seems.  Good news indeed!

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Project Sunlight highlights force for good that marketing can be - The Guardian

Project Sunlight highlights force for good that marketing can be - The Guardian | International Marketing Communications | Scoop.it
The Guardian
Project Sunlight highlights force for good that marketing can be
The Guardian
Done well, marketing can be a powerful tool for change, creating incredibly positive outcomes.
Paul Squirrell's insight:

Marketing that impacts our children is getting a lot of press just now (even in the White House it seems) - and mostly, the press being the press, they focus on the negative issues - 'fast food companies making our children fat', for example.  But, let us not forget, there are companies such as Unilever doing good.  Of course there's a commercial angle BUT, surely, if activities such a Project Sunlight help to fix a few of the world's problems, it can't be a bad thing.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Launch of Sri Lanka's 1st Crowdsourced Creative Agency - Daily Mirror

Launch of Sri Lanka's 1st Crowdsourced Creative Agency - Daily Mirror | International Marketing Communications | Scoop.it
Launch of Sri Lanka's 1st Crowdsourced Creative Agency Daily Mirror Me Idea, the creative agency of Loops Solutions, the leading digital marketing company in Sri Lanka was launched on Friday, 21st February 2014, offering for the first time in Sri...
Paul Squirrell's insight:

So crowd-sourcing reaches Sri Lanka.  CS is a great way to generate lots of ideas quickly but, lots of ideas doesn't necessarily mean lots of good ideas unless you have a robust system to filter out the mad, the bad and the crazy suggestions.  Good luck to Me Idea.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Viewers 'watching more television ads'

Viewers 'watching more television ads' | International Marketing Communications | Scoop.it
Lindsey Clay from Thinkbox discusses the findings of the Broadcasters' Audience Research Board on the UK's television viewing habits in 2013. (Good news for us!
Paul Squirrell's insight:

… to be honest, I am surprised by the 98.5% figure, (which seems very low), would have thought that more people were viewing by iPads, computers and the like.  It would be interesting to see the research methodology on this.

more...
No comment yet.
Scooped by Paul Squirrell
Scoop.it!

Ethnic marketing picks up pace in the UAE | - AME Info

Ethnic marketing picks up pace in the UAE | - AME Info | International Marketing Communications | Scoop.it
The drastic change in growth and composition of its population – ethnicity, culture and income level – pose challenges to many companies looking to communicate their products. In 2011, ethnic minorities represented $2.5 ...
Paul Squirrell's insight:
With globalisation and global population migration ever increasing, the traditional methods of 'ethnic marketing' must be re-evaluated. Areas like the UAE demonstrate this very well as this article explains.
more...
No comment yet.