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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Brands pushing the boundaries - We Are Cube3

Brands pushing the boundaries - We Are Cube3 | International Marketing Communications | Scoop.it
Brands pushing the boundaries - nice article from Sarah @wearecube3 - http://t.co/lE3GmTwLMy http://t.co/rNIacHAHgd
Paul Squirrell's insight:

As Oscar Wilde put it... "There is only one thing in life worse than being talked about, and that is not being talked about."  This said, Oscar was not to the best of my knowledge a marketing expert.  There are plenty of examples of brands that push it a bit too far, and as this article states, that's fine for those which have that type of personality but, for others, it just looks crass at best and offensive at worse...

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Inside Law: Political Ads in India - Wall Street Journal (blog)

Inside Law: Political Ads in India - Wall Street Journal (blog) | International Marketing Communications | Scoop.it
Wall Street Journal (blog)
Inside Law: Political Ads in India
Wall Street Journal (blog)
Indian newspapers often carry advertisements by governments, ministries and public agencies.
Paul Squirrell's insight:

An interesting perspective on Indian political advertsing.  Whilst perhaps the spending of public funds on 'self promotion' before an election by governments is questionable, it's not a practice restriced to India.  Indeed, even when political parties seek non-public funds for promotional activity (such as in the UK or the US for example), even bigger questions can be asked about the agenda's of those individuals or organisations funding said parties and their activity... but that's politics right!

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Why People Love Social Brands | Blue Focus Marketing

Why People Love Social Brands | Blue Focus Marketing | International Marketing Communications | Scoop.it
One of the fascinating things about social branding is that it doesn’t matter what size business you are or what your marketing budget is.  What really ma (Why People Love Social Brands http://t.co/q4cXObHaEN...
Paul Squirrell's insight:

Here are some really interesting insights into social marketing - the point that many brands have 'evolved' into social marketing is a good one and, perhaps demonstrates why otherwise successful brands lack luster in the social space or simply 'get it wrong'.

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Own-label products threaten our love affair with brands - Independent.ie

Own-label products threaten our love affair with brands - Independent.ie | International Marketing Communications | Scoop.it
The loyalty of Irish shoppers to brands has sometimes left industry observers nonplussed.
Paul Squirrell's insight:

Interesting news from Ireland.  In the UK some own lable brands already occupy a strong position in the minds of consumers - indeed they have become shoppers preferred choice at the checkout.

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Tobacco Brands Slip Into Myanmar Without Fanfare

Tobacco Brands Slip Into Myanmar Without Fanfare | International Marketing Communications | Scoop.it
As some of the world's biggest companies trumpet their arrival in Asia's hottest frontier market, the tobacco industry has a different strategy: It's slipping into Myanmar without fanfare.
Paul Squirrell's insight:

Okay, it's difficult not to get political about this.  As a non-smoker, I am not keen on the tobacco companies moving in Myanmar 'under the radar', however there can be little double that they'll bring investment to a country that needs it.  Of course, the longer term 'cost' could be much higher in terms of public health but, at the end of the day it should be up to the individual to make an informed decision as to if they smoke or not.  And perhaps that's the point.  A quiet entry into a new market to avoid publicity and debate doesn't really suggest to me that much 'informing' will happen in the future.

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Monika D'Agostino's curator insight, August 22, 2013 10:58 AM

Everybody who thinks this might be economocially a good thing, should watch VICE on HBO and see the effects this has on the young population. Maybe there is a short-term gain, but the long-term pain will come.

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Liu Wei Teaches Top Brands Baidu Is More Than Just Search Giant - AdAge.com (blog)

Liu Wei Teaches Top Brands Baidu Is More Than Just Search Giant - AdAge.com (blog) | International Marketing Communications | Scoop.it
Liu Wei Teaches Top Brands Baidu Is More Than Just Search Giant
AdAge.com (blog)
Actually, we help a lot of brands communicate and engage their consumers online to improve their brand image," said Ms.
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Cash-strapped agencies get creative - Troy Messenger

Cash-strapped agencies get creative - Troy Messenger | International Marketing Communications | Scoop.it
Cash-strapped agencies get creative
Troy Messenger
Bankrupt Detroit is not the only city in the country facing financial woes.
Paul Squirrell's insight:

... yes, perhaps it should be KFC's chicken that's actually used to fill the pot holes!  Joking aside, this approach is fine but, only if the media opportunity is in line with the brand's values.  Not all opportunities are good ones.

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57% of consumers have no interest in engaging with brands via social media, TNS report says

57% of consumers have no interest in engaging with brands via social media, TNS report says | International Marketing Communications | Scoop.it
The majority of the U.K. consumers (61%) hate being engaged with brands in social media because of: poor language (42,5%), (#marketing 61% of consumers do not want to engage with brands on social platforms: This leaves a large 39% to go for!
Paul Squirrell's insight:

Okay, around 57% of consumers have no interest in engaging with brands via social media.  This also means that 43% do.  No channel is perfect and, no channel will reach everyone - be that press, TV, PR or indeed social. Perhaps a good old fashioned 'marketing mix' is required? :-)

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Steve Schildwachter's curator insight, August 13, 2013 9:23 AM

Surprised it's not higher than 57%.

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Tunnel Media Adverts

A friend saw this last week on the Subway in China - smart use of #DigitalOOH advertising http://t.co/ydiB6UvUI2
Paul Squirrell's insight:

This is pretty cool - shame the two passengers shown seem totally un interested! ;-)

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Juanna-Lisa Hospedales's curator insight, August 9, 2013 12:05 PM

this is creative

Iunisi Vaiaku's curator insight, March 14, 2014 11:18 PM

How China is able to expose their advertising to their consumers even while on the train! 

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Indians Get Larger in Size, and Clothing Brands Respond - Businessweek

Indians Get Larger in Size, and Clothing Brands Respond - Businessweek | International Marketing Communications | Scoop.it
Indians Get Larger in Size, and Clothing Brands Respond Businessweek India's branded apparel market is projected to more than double to $18 billion by 2017, according to consultant Technopak Advisors, encouraging brands from Ermenegildo Zegna Group...
Paul Squirrell's insight:

So it seems, at least some in India are experiencing one of downsides of a more affluent lifestyle...

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Cravendale launches 'always on' digital loyalty scheme - Brand Republic News

Cravendale launches 'always on' digital loyalty scheme - Brand Republic News | International Marketing Communications | Scoop.it
Cravendale, the milk brand, is rolling out an “always-on” loyalty scheme called LOVE Cravendale, in a bid to reward its customers.
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Ford's Marketing Chief Wants to Make Innovation Affordable - Adweek

Ford's Marketing Chief Wants to Make Innovation Affordable - Adweek | International Marketing Communications | Scoop.it
Adweek Ford's Marketing Chief Wants to Make Innovation Affordable Adweek Jim Farley, Ford's evp of global marketing, sales and service, thinks it's time to sell the most technologically advanced cars as products for the Everyman, much like Target...
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Monika D'Agostino's comment, August 22, 2013 11:02 AM
That would be going back to the basics, just like the automotive industry started.
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Dove - The Carbon Paper Ad

The Dove Self Esteem Project has been working for several years on promoting women's self esteem and demystifying the beauty myth. Recently, this mission was... (#Dove tries ad for children.
Paul Squirrell's insight:

This is a really simple idea, well executed in a traditional medium that's on brand.

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Why Companies Need a Head of Content Strategy, Creation and Distribution - Adweek

Why Companies Need a Head of Content Strategy, Creation and Distribution - Adweek | International Marketing Communications | Scoop.it
Why Companies Need a Head of Content Strategy, Creation and Distribution
Adweek
Content is marketing, we all know that. But marketing is also content.
Paul Squirrell's insight:

I think this is a really interesting perspective for all organisations to a greater or lesser extent depending on their size and resources. Generally, today we're all so intent on churning out 'new stuff,' we forget what we've already got in cupboard or, in a forgotten folder on the server.  Time consuming, yes.  Worthwhile, I suspect so.

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Social Media Marketing: How to Enhance Yourself

Social Media Marketing: How to Enhance Yourself | International Marketing Communications | Scoop.it
To enhance yourself by social media marketing you should partner with companies having similar goals so that you can cover areas and beyond your reach (social media marketing effectiveness http://t.co/zuHBaW5bD7)...
Paul Squirrell's insight:

So how often have you valued the comments of strangers on a social media site?  It's true, now it's easy to become an 'expert' on any subject you wish and create broader visibility for yourself or the brand you represent (this blog being a good example ;-)).  But equally, social media and the internet as a whole can be a fantastic research tool for checking out 'beyond the blog' and 'behind the tweet' -  which is why a the approach outline here make sense.  Happy bluffing... sorry blogging!

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iPhone Screen Size: Might Apple Have Been Asking The Wrong Market ... - Forbes

iPhone Screen Size: Might Apple Have Been Asking The Wrong Market ... - Forbes | International Marketing Communications | Scoop.it
iPhone Screen Size: Might Apple Have Been Asking The Wrong Market ...
Forbes
This article is by Rob Tanner, assistant professor of marketing for the Wisconsin School of Business at the University of Wisconsin-Madison.
Paul Squirrell's insight:

This is an interesting point about research asking the right questions to the right people but, on a more practical level, lets not forget that being a little more compact, means that the iPhone actually fits well in the average pocket and remains portable!

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Brands must put mobile at heart of marketing strategy: MMA Forum

Brands must put mobile at heart of marketing strategy: MMA Forum | International Marketing Communications | Scoop.it
SINGAPORE - Although privacy and security remain concerns, 90 per cent of brands and agencies predict a substantial rise in budgets for mobile marketing in the next 12 months, according to a survey conducted by Warc for the Mobile Marketing...
Paul Squirrell's insight:

I think that there can be little doubt of the importance of mobile in any communications strategy today but, it's not just in SE Asia were it's often seen as a 'nice to have' - there are agencies and brand everywhere else that 'bolt it on' to a campaign.  Given the demand for and, sales of, mobile devices across the world in both the developed and developing markets, this channel will find its place in the comms hierarchy over time; probably pretty near the top I would suggest - afterall it does offer brand the temptation of one-to-one engagement with existing and potential consumers. 

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Digital outdoor ads 'recognise' Mini drivers | News | Marketing Week

Digital outdoor ads 'recognise' Mini drivers | News | Marketing Week | International Marketing Communications | Scoop.it
Roadside billboards to serve tailored messages just to Mini owners as they drive past, as part of ‘Not Normal’ campaign.
Paul Squirrell's insight:

I like this campaign.  It is a simple idea, plays to the heart of the brand and make you feel special for having a mini.  Bringing the whole thing to life via OOH is clever and I cant wait to see it in real life.

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Steve Schildwachter's curator insight, August 21, 2013 11:50 AM

The same technology will soon allow customized ads based on facial recognition vs. this, which is...call it...chassis recognition.

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Ad giant Publicis buys Columbus' Engauge Marketing - Columbus Dispatch

Ad giant Publicis buys Columbus' Engauge Marketing - Columbus Dispatch | International Marketing Communications | Scoop.it
Direct Marketing News Ad giant Publicis buys Columbus' Engauge Marketing Columbus Dispatch “Clients like a Nationwide or Wendy's or whatever, when their marketing team gets together with an ad agency to strategize how to get to consumers, they...
Paul Squirrell's insight:

It's a sure sign the financial crisis is improving when we start reading about M&A a lot again.  Of course this is small beans for Publicis who like all the multi-national communications groups, buy independent agencies because they're more profitable and therefore help increase the groups profitability.  However, don't be fooled that this good thing for Engauge's existing clients.  The current management team will be looking closely to minimise the agency's expenditure in order to meet their earn-out numbers.

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YouTube's Most Shared Ads in July [GALLERY]

YouTube's Most Shared Ads in July [GALLERY] | International Marketing Communications | Scoop.it
Check out YouTube's most shared ads from July, with companies such as Dove, Samsung, and O2 delivering funny, quirky, or powerful content.
Paul Squirrell's insight:

Something to look at if you're having a dull lunch break!

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Indian bag maker on competing with international brands - BBC News

Indian bag maker on competing with international brands - BBC News | International Marketing Communications | Scoop.it
BBC News
Indian bag maker on competing with international brands
BBC News
As the purchasing power of India's middle classes grows, there is an increase in the number of foreign brands reaching the country's shelves.
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64 Pinterest Marketing Tips and Tactics - Infographic

64 Pinterest Marketing Tips and Tactics - Infographic | International Marketing Communications | Scoop.it

Pinterest over the last 6 months has become the social network with buzz and it provides a visual platform that offers an ecosystem to experiment and play with images as a means of marketing and engagement and even selling.


Via GrupoNeo, Free Viral Ads
Paul Squirrell's insight:

Pinterest is great, just ensure it's the right vehicle for your brand - there're other platforms which maybe more relevant

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Marc Kneepkens's curator insight, July 15, 2013 10:28 AM

Pinterest for Business? Certainly worth looking into.



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"MobileMary" Barnett's curator insight, July 16, 2013 12:12 AM

My friend, Kathy Stover, is an expert at Pinterest...the fastest growing SOCIAL/MOBILE App today! Can't wait to share our So/Mo Webinar with the world, so you can be more Brilliant and more Profitable!! 

Brian Hendricks's curator insight, July 16, 2013 2:47 PM

I just started using PinInterest last year, but haven't really "dug in" so to speak.  These look like really good suggestions for using this new social media app!

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Ad agency success doesn't come through conformity - Campaign Asia-Pacific (blog)

Ad agency success doesn't come through conformity - Campaign Asia-Pacific (blog) | International Marketing Communications | Scoop.it
Ad agency success doesn't come through conformity
Campaign Asia-Pacific (blog)
Given the plethora of commodity services most ad agencies provide today, they need to differentiate themselves from their competitors.
Paul Squirrell's insight:

Different is good (we are a creative industry) but, too different scares off clients and indeed other agencies who're looking for partners.

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Monika D'Agostino's comment, August 22, 2013 11:00 AM
Differentiation is key for any business, but especially for agencies where it's hard to understand the uniqueness from the outside in. Just have a look at most websites and once you blind the logo it will be hard to determine which is which.
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At Cannes, Brands Find Themselves Redefining the Boundaries of ...

At Cannes, Brands Find Themselves Redefining the Boundaries of ... | International Marketing Communications | Scoop.it
As this year's Cannes Lions Festival of Creativity comes to a close, it seems that the word 'advertising' is no longer big enough to encompass the varied amount of content that brands are charged to produce nowadays.
Paul Squirrell's insight:

Content is great, but it needs to have a value to the audience and be something that will resonate with them.  Brands should be human and humble if they want to engage... easier said than do for many.

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Being a Dad in Adland

Being a Dad in Adland | International Marketing Communications | Scoop.it
Fathers at ad agencies take their unpredictable hours and heavy travel schedules in stride, at least when compared to mothers.
Paul Squirrell's insight:

I am sure many dads will recognise the issue raised here but, given that we now live in 2013, I would suggest it really is time to start re-addressing the balance a little.

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