International Marketing Communications
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International Marketing Communications
The good, the bad and the ugly of international marketing
Curated by Paul Squirrell
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WPP rules out bid for sports marketing group IMG

WPP rules out bid for sports marketing group IMG | International Marketing Communications | Scoop.it
LONDON, Oct 10 (Reuters) - Advertising agency WPP believes that a price tag of up to $2.5 billion for IMGWorldwide is too high to justify a bid for the sports marketinggroup, CEO Martin Sorrell said (WPP rules out bid for sports marketing group IMG...
Paul Squirrell's insight:

$2.5bn USD is an eye watering amount of money but, this does go to demonstrate the commercial value of sport and sports marketing today.

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Small ad agencies face the heat as cos delay payments - Financial Express

Small ad agencies face the heat as cos delay payments - Financial Express | International Marketing Communications | Scoop.it
Financial Express
Small ad agencies face the heat as cos delay payments
Financial Express
To tide over the downturn, many companies are either requesting their advertising partners to renegotiate the fee structure or calling for fresh pitches.
Paul Squirrell's insight:

For agencies based in Europe, this is an all to familiar situation.  I have lost count over the last few years how many times I've discussed cash-flow issues with agencies.  All this said, if managed carefully, smaller independent agencies who are more flexible are better positioned to weather the financial storm.  Cash is king!

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Why Print Marketing is Still Important - Small Business Can

Why Print Marketing is Still Important - Small Business Can | International Marketing Communications | Scoop.it
Print marketing is still important for small businesses. Find out the five reasons this marketing medium shouldn't be ignored.
Paul Squirrell's insight:

... to come back to an earlier blog this week.  It's not always about efficiency - effectiveness is probably more important and, sometimes, that means looking at older style media such as print for some solutions.

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Cost Per Whatever: Has Ad Tech Crippled Advertising?

Cost Per Whatever: Has Ad Tech Crippled Advertising? | International Marketing Communications | Scoop.it
Effectiveness and efficiency are the two sides of advertising. Always have been always will be. Weve measured efficiency up the wazoo of late but we... (RT @damianburns: Digital Marketing: Efficiency's Great, Now What About Effectiveness?
Paul Squirrell's insight:

The battle between effectiveness and efficiency continues and this article makes the point well to my mind that - they're two very diffrent things.  As we become every more efficient with media metrics we do run the risk of forgetting what it is to be effective and engage with the hearts and mind of the people we want to talk to.

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Ryanair overhauls digital strategy to focus on mobile and social media

Ryanair overhauls digital strategy to focus on mobile and social media | International Marketing Communications | Scoop.it
Ryanair is overhauling its digital strategy, making it easier for customers to book tickets and contact the firm if there are problems as it seeks to shake off its reputation for poor customer service.
Paul Squirrell's insight:

This is an odd issue.  Ryanair is a lowcost, no frills airline.  This extends through all aspects of its business model (including customer service, rightly or wrongly).  I suggest you book a Ryanair flight because you want to get from A to B cheaply.  If you'd like to be pampered, pay more, and fly with another airline.

 

Ryanair has always had an 'edgy' brand and an agressive cost cutting culture - reflected in its service.  Changing this will be hard

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This Is Why No One Follows You on Twitter

This Is Why No One Follows You on Twitter | International Marketing Communications | Scoop.it
Twitter users often make the decision of whether or not to follow someone in seconds, meaning that you have very little time to impress.
Paul Squirrell's insight:

Some interesting and useful stuff here... Yup, I am guilty of one or two of these things... which explains a good deal.

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AUT offers an audience with one of America's hottest new ad ...

AUT offers an audience with one of America's hottest new ad ... | International Marketing Communications | Scoop.it
Made Movement is a new US agency that claims to have redefined the ad agency model, is run by ex-Crispin Porter + Bogusky brains Dave Schiff, John Kieselhorst, Scott Prindle and, more recently, Alex Bogusky, and focuses ...
Paul Squirrell's insight:

An interesting and laudable idea.  Of course if you are based in a big country that already makes a lot of things - great.  However, I suspect a little harder to pull off if you're based in a smaller economy that's more reliant on imports.  IE New Zealand.

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Nokia’s mocking ‘Thanks #Apple’ tweet one of the most retweeted in history | PR Examples

Nokia’s mocking ‘Thanks #Apple’ tweet one of the most retweeted in history | PR Examples | International Marketing Communications | Scoop.it
RT @Tangerine_PR: How do you compete with the ‘coolest’ #brand in the world? @Nokia makes retweet history #Marketing
http://t.co/vWunpENk7d
Paul Squirrell's insight:

I suspect this has more to do with crazy Apple fans getting upset than the fact it was a clever tweet - fair point Nokia - you did the whole coloured smart phone thing first.

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Why All Marketers Should Be Thinking Mobile

Why All Marketers Should Be Thinking Mobile | International Marketing Communications | Scoop.it
Did you know that 58% of people who own smartphones have used them for store-related shopping?
Paul Squirrell's insight:

Anyone who fails to see the opportunities in mobile by now is frankly living in the dark ages.  Interesting this week that in the UK, TESCO has entered the tablet market with a low price point offering - guess who's site will come preloaded in the browser?

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A Giant Aims to Give New Life to Its Smallest Network

A Giant Aims to Give New Life to Its Smallest Network | International Marketing Communications | Scoop.it
WPP, the largest agency holding group in advertising, is seeking to revive United Network, its smallest agency network.
Paul Squirrell's insight:

Okay, the United Network is a good thing in the context of WPP - especially for smaller or mid-sized brands BUT, the basic issue remains, it's not about size it's about choice and flexibility and this is why independent networks like thenetworkone are more of the moment.  Choose the resources you want and not the NOT the one that the group owns.... I could go on for hours about this ;-)

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AT&T's 9/11 tribute enters pantheon of questionable-taste tweets - MarketWatch (blog)

AT&T's 9/11 tribute enters pantheon of questionable-taste tweets - MarketWatch (blog) | International Marketing Communications | Scoop.it
NEWS.com.au AT&T's 9/11 tribute enters pantheon of questionable-taste tweets MarketWatch (blog) It's seldom a good idea for brands to use a tragic event to help promote a product, particularly on social media, where the message can easily get lost...
Paul Squirrell's insight:

Oh dear, I couldn't agree more

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Ethical red line is blurry for PR pros too - PRWeek

Ethical red line is blurry for PR pros too - PRWeek | International Marketing Communications | Scoop.it
PRWeek
Ethical red line is blurry for PR pros too
PRWeek
I know someone who started their communications career in Big Finance, moved over to Big Pharma, and is now working in Big Oil.
Paul Squirrell's insight:

It's an interesting discussion.  Of course if you where to explore too deeply behind many of the brands we buy, like or respect, you'd probably be surprised by what happens in the supply chain.  

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Brand Logos With Subliminal Messages

Brand Logos With Subliminal Messages | International Marketing Communications | Scoop.it
You won't believe it until you see it for yourself. (RT @TC_FollowBack: Uncovering their secrets, here are 15 popular brands with subliminal messages in their logos!
Paul Squirrell's insight:

I am not sure there's anything subliminal here, rather interesting / clever design work.  Anyhow, something by way of Friday fun!

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In-Store Mobile Offers Still Finding Their Feet in the UK

In-Store Mobile Offers Still Finding Their Feet in the UK | International Marketing Communications | Scoop.it
The likelihood that UK internet users will use mobile phone offers received while in-store is still relatively low. The use of mobile devices in the shopping equation is still centered more around research.
Paul Squirrell's insight:

I think this whole area is interesting.  The ability to target individual consumers in store with specific offers will mostly generate a high ROI (and low waste), for brands.  There are of course privacy issues but, for those consumers interested in receiving such offers it could indeed be tempting - assuming the targeting is sharp enough!

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Britons spend one in 12 waking minutes online, pushing ad spend to record high

Britons spend one in 12 waking minutes online, pushing ad spend to record high | International Marketing Communications | Scoop.it
Companies boost internet, smartphone and tablet advertising by 17.5% year on year to £3bn in the first half of the year.
Paul Squirrell's insight:

On the face of it, I am not surprised by these numbers but when you actually drill down and think about it, the growth in the sector is extraordinary 

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10 Examples of Social Media ROI [Infographic]

10 Examples of Social Media ROI [Infographic] | International Marketing Communications | Scoop.it
Does social media drive ROI? Here's how 10 companies successfully used social media marketing initiatives and measured their success.

Via The Fish Firm
Paul Squirrell's insight:

Well the answer is 'Yes', but there are a great many more less successful examples also.

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Steve Schildwachter's curator insight, October 2, 2013 10:40 AM

Not all of these are, strictly speaking, examples of ROI, but they do (a) add dollar signs to a topic sorely lacking them, and (b) help see how social media can be a business tool.

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The cultural crossover | Trends | Marketing Week

The cultural crossover | Trends | Marketing Week | International Marketing Communications | Scoop.it
How brands are driving trends in popular culture.
Paul Squirrell's insight:

Brands have attempted to hi-jack popular culture for many years but to drive it is a different matter.  As we see in this article, larger brands can do a lot of good through their support - something that works both ways as Team Sky demonstrates with cycling in the UK.  However, get the 'match' wrong and the results can be very damaging with consumers not understanding the connection and seeing the 'link' as nothing more than a poor commercially orientated stunt.  All this said, patronage of the arts or an issue for example, by a wealth benefactor is nothing new.

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10 Brands That Made Music Part of Their Marketing DNA - AdAge.com

AdAge.com 10 Brands That Made Music Part of Their Marketing DNA AdAge.com Here are the advertisers who have a track record of going a step further with music -- and demonstrating for consumers that making tunes is a meaningful part of their...
Paul Squirrell's insight:

For the purist it's selling out but, for many connecting with a simpathetic brand is a great way to get their music out to a relevant market.  It's not right for every brand but for some it's a strong way to engage with a particular target market.

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Netflix Wants to Be on Your Cable TV Box - AdAge.com

AdAge.com
Netflix Wants to Be on Your Cable TV Box
AdAge.com
Netflix, the world's largest subscription-streaming service, wants to attract more customers by adding its web-based movies and shows to U.S.
Paul Squirrell's insight:

The question is do cable operators really have a long-term choice?  Entertainment (in all its many forms) is increasingly consumed on demand across a vast array of channels.  For example, in the UK now, 4G makes services like Catch-up TV or BBC iPlayer all the more viable on mobile devices.  Indeed my young children struggle to understand why all broadcast services are not on-demand IE 'why can't I watch Harry Potter now?'  So I suggest, in true Darwinist fashion - cable operators must adapt or die out.

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Burger King launches low-fat French fries

Burger King launches low-fat French fries | International Marketing Communications | Scoop.it
Burger King has launched a low-fat, crinkle-cut French fry to appeal to health-conscious consumers, the second-largest burger chain announced Tuesday.
Paul Squirrell's insight:

Oh please, whilst I applaude Burger King making its products healthier, are we really to belive it's trying to attrack more health conscious customers with lower fat fries.  If you are that bothered, you wont go in in the first place.  If it's a treat (note: if you consider BK a treat, you have other issues), then do you really care about a bit less fat on you fries?

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New Little Caesars Marketing Strategy Has Employees Throw Themselves On Hoods Of Passing Cars

New Little Caesars Marketing Strategy Has Employees Throw Themselves On Hoods Of Passing Cars | International Marketing Communications | Scoop.it
DETROIT—Following the failure of the pizza chain's TV advertisements and coupon flier promotions, the Little Caesars corporate office...
Paul Squirrell's insight:

... I love the idea of pizza shop employees throwing themselves at cars, it has an almost Darwinian feel to it ;-)... if only it were true I'd be tempted to drive by Pizza Hut more often.

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Hybrid hothouse

Hybrid hothouse | International Marketing Communications | Scoop.it
Western branded firms are pairing with mainland companies to create products combining global excellence with a Chinese flavour. Shirley Lau looks at the hybrid business model (What's the radical new biz model for luxury brands in #China?
Paul Squirrell's insight:

'When will China have its own luxury brands?' - this is the question being asked by a lot of market watchers.  Soon I suspect

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The United States of Ad Agencies

The United States of Ad Agencies | International Marketing Communications | Scoop.it
[Note: Click the map to enlarge, and mouse over it to move around.] Every state has "that agency." The one you can't help but admire, or envy. The one where you'd like to work—or if you're lucky, where you do work.
Paul Squirrell's insight:

Ad agencies in every state - worth a quick look

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Which metrics should publishers be using in Google Analytics?

Which metrics should publishers be using in Google Analytics? | International Marketing Communications | Scoop.it
I was reading this article on paidcontent over the weekend, which points out the value of analytics to publishers, but only if they are using the right metrics. (Which metrics should publishers be using in Google Analytics?
Paul Squirrell's insight:

This is worth a read.  There's still a lack of understanding when it comes to the analytics of the web.  Are page views the best messure of contents popularity?  Read on...

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Toys R Us pledges to stop marketing toys exclusively for boys or girls - Metro

Toys R Us pledges to stop marketing toys exclusively for boys or girls - Metro | International Marketing Communications | Scoop.it
Metro
Toys R Us pledges to stop marketing toys exclusively for boys or girls
Metro
Retail giant Toys R Us has pledged to stop marketing its products exclusively for boys and girls amid concerns about sexual stereotyping.
Paul Squirrell's insight:

Really!  You may not like it but, our species is broadly defined by gender (lets leave the equality discussion out of this for now), from the interests we have, to the jobs we do, to the cloths we wear, to where we shop, to even how our bodies work etc., etc.,  Males and females are genetically different - fact.  This said, I find it very difficult to belive that Toys R Us marketing results in significant gender reinforcement for young children.   I have a young son and daughter who're similar in age - they regularly play with each others toys.  Maybe I am naive but I struggle with move.  

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