Ged Carroll

Category: fmcg | 雜貨業務 | 소비재 | 食料品事業

FMCG or fast moving consumer goods sprang out of the mass industrialisation. Brands sprang up originally as a guarantee of quality. Later on as these brands needed to be promoted, we saw the foundation of the what we think of as modern marketing and advertising.

Today media and entertainment takes up an increasing amount of the household spend, as does housing, but FMCGs are a crucial part of their essential and disposable income spend.

They have nostalgia wrapped up in them, distinctive aromas, taste and packaging designs. From the smell of my Granny using so much Pledge on the TV that I was surprised it didn’t burst into flame to the taste of Cidona and texture of Boland’s Fig Roll biscuits in my mouth.

The sound of their advertising jingles was the soundtrack of my childhood. Digital advertising is largely rationale, it lacks the fluent devices that provide the centre to advertising and made FMCG advertising iconic. Fluent devices like the Peperami ‘Animal’, the M&M characters or the Cadbury Smash robots were embedded in deep marketing research. FMCG brands still sponsor the best research in marketing science.

I had the good fortune to work inhouse at Unilever and agency-side for their brands. I also managed to work on Coca-Cola and Colgate during my time in Hong Kong.

  • Digital News Report + more stuff

    Digital News Report by Oxford’s Reuters Institute for the Study of Journalism latest findings discussed by Dr. Rasmus Kleiss Nielsen. This Digital News Report is based on a survey of more than 70,000 people across 36 countries.

    Economics

    The US gender wage gap is closing because women are making more and men are making less — Quartz – I wonder how this then fits into a feminist, social and larger economic agendas? Will there be a tension between all these? Is there a floor where aggregate male earnings will hit?

    FMCG

    P&G’s Pritchard Calls for Next Generation of Digital Ads | Special: Dmexco – AdAge – I kind of agree with him from a an overall sentiment point of view, but viewability is also a function of how much of the viewable area it fills? I realise that it would be hard to measure but it would be a function of ad size, scrolling speed and display size. In the real world think about the ads on the tube escalators.

    Innovation

    China May Own More Artificial Intelligence Patents Than US By Year-End – China Money Network – interesting speculation. I could understand it given that IBM is one of the largest filers of patents in the US and its machine learning efforts are overhyped

    Korea

    How Nike Sneakers Made a Billionaire of Park Yen-cha | BoF – interesting profile

    Legal

    WeWork accuses Chinese competitor UrWork of stealing its name and style: Shanghaiist – wait I thought WeWork’s style was stolen from the hipster catalogue?

    Media

    comScore Opens Global Access to Free Viewability Measurement – comScore, Inc – only for global advertisers, publishers, agencies and ad networks?

    P&G Asia brand director: ‘We were clickbaiters – and a giant duck still got more likes than we did’ – “I’ve been through generations of training in how to make a good Facebook ad, which has gone around 360 degrees and come back to the simple principles of marketing. We went through lots of complications in how to get clicks – we were clickbaiters. We honestly were. And yet that duck in Hong Kong Harbour got more likes than any of pure branded messaging, and we thought that’s maybe a good thing. But it’s not and it doesn’t help brands or businesses. It’s taken us time to get to where we are and the simplicity of those core marketing principles.”

    Security

    On the Equifax Data Breach – Schneier on Security – Surveillance capitalism fuels the Internet, and sometimes it seems that everyone is spying on you. You’re secretly tracked on pretty much every commercial website you visit. Facebook is the largest surveillance organization mankind has created; collecting data on you is its business model. I don’t have a Facebook account, but Facebook still keeps a surprisingly complete dossier on me and my associations — just in case I ever decide to join.

    I also don’t have a Gmail account, because I don’t want Google storing my e-mail. But my guess is that it has about half of my e-mail anyway, because so many people I correspond with have accounts. I can’t even avoid it by choosing not to write to gmail.com addresses, because I have no way of knowing if newperson@company.com is hosted at Gmail.

    Edward Snowden Interview: ‘There Is Still Hope’ – SPIEGEL ONLINE

  • Qualcomms new chipset + more things

    Qualcomms new chipset allows cars to communicate with each other | SiliconAngle – Qualcomms new chipset shows an ambition that isn’t written in stone. Qualcomm has a serious partnership problem and the auto industry should consider carefully before letting them inside their supply chain. More on Qualcomm here

    Tech companies spend more on R&D than any other companies in the U.S. – Recode – not particularly surprising in a world of shareholder value, whether that money well spent is another topic

    If Unilever Can’t Make Feel-Good Capitalism Work, Who Can? – Bloomberg – good if uncritical view of Unilever

    America needs its unions more than ever – Interesting op-ed by Larry Summers. Never thought I would see this argued by him

    Google is losing allies across the political spectrum | Ars Technica – not terribly surprising

    Huawei to unveil new smartphone with AI-powered chipset ‘Kirin 970’ | South China Morning Post – interesting more for the design choices Huawei has to make. It needed something that would work with Google’s Android and the Chinese home-brew distribution. Imagine trust and cloud services influenced it. Finally networks just aren’t as ubiquitous as we’d like either

    There is only one winner when start-ups advertise on Facebook | Business | The Times & The Sunday Times – every day at Jam Jar, our angel investing fund that backs UK entrepreneurs, we sit through pitch after pitch, for every conceivable type of start-up, from dog food to posh watches, and everyone — and I do mean literally everyone — is selling their equity and raising millions and millions of pounds seemingly for one reason — to pay for ads on Facebook. It is a phenomenon so consistent across the companies we see, the money being raised is so big and the faith in the strategy so absolute, that at the end of every pitch, we are always left with the same conclusion: we should just buy shares in Facebook

    How to handle an HireVue interview with an investment bank – “There are over 15,000 traits that can be used to identify top performers,” says Clark. These include your choice of language, the breadth of your vocabulary, your eye movements, the speed of your delivery, the level of stress in your voice, your ability to retain information, your ‘valence’ (emotion), and 14,993 others. With a HireVue interview, it’s not just about running through your work history and academic achievements, or using the S.T.A.R. technique to answer questions. It’s about your delivery, and what’s going on beneath the surface.

    Three’s Smarty: Pants or Tops, Dude? – Three UK launches a low cost MVNO – how low can it go?

  • KFC China virgin mojito + more

    KFC China virgin mojito

    KFC China launched a virgin mojito drink with a 1960s feel to the ad. Its a bit of an odd product for KFC, even in China particularly with its positioning against drinking. Quite how the product development process and consumer insight worked to produce it is beyond me. Beautifully produced advert

    Great documentary on Sterns Music (of Sterns Edits fame). The vastness of Sterns Music library is astounding. Sterns Edits did to African and Brazilian music what Razor N Tape have done to disco music more recently.

    High Snobriety have done their first documentary. It looks like the kind of thing I would expect from Vice. Given High Snobriety’s streetwear literate audience I was surprised at how ‘basic’ it approaches the topic.

    Korea’s historic fashion industry, its association with replicas since the days of Daper Dan and the retail infrastructure stifled by chaebols are issues. But streetwear couldn’t have existed if it wasn’t for the Korean textile industry – Daper Dan connection.

    The market in Korea reminded me very much of the ‘snide’ garments that were popular in the UK scene through the 1980s and 1990s.

    On a secondary note the size of the YouTube video embed was restricted to 560 pixels wide. Not sure why that was. I look forward to seeing more material by High Snobriety on Korea’s fashion industry moving forwards, particularly if local brands can get on the K-pop train.

    William Gibson: ‘I Never Expected to Be Living in an American Retro-Future’ – Motherboard – William Gibson critiquing Trump administration era America. This probably also explains why Gibson’s writing has become nearer term and has an apocalyptic focus in the Jackpot Trilogy

    Cities and Memory: global collaborative sound project – Cities & Memory | Field Recordings, Sound Map, Sound Art really nice project correlating field recordings by location. It would also be useful for open source intelligence outfits like Bellingcat.

  • Global head of PR on Japan + more

    Booking.com’s global PR head on Japan, data, and the fallacy of awards | PR Week – For Cafferty, no outside party can understand a business as well as the people who work in it. Indeed, she sees the key attribute of an in-house PR person as knowing every facet, from “fun stuff” like brand and product to tax laws. She sees the value of PR agencies as being strong media contacts and local understanding, and less about strategy or creativity – a very traditional view of PR as media relations and a disconcerting read for agencies given the lack of receptiveness to higher value service aspects. Booking.com’s global PR head on Japan was not exactly insightful comments either. More Japan related content here.

    McSuicide? Twitter hoax affects McDonald’s Hong Kong | PR Week – probably because Twitter doesn’t have traction in Hong Kong

    What Brands Are Actually Behind Trader Joe’s Snacks? – Eater – it reminds me student jobs that I had in factories making breakfast cereals, frozen cakes and frozen meals respectively – we would change brand boxes on the line but the product remained the same

    iOS 10 Quietly Deprecated A Crucial API For VoIP and Communication Apps – Slashdot – what’s not apparent is why Apple is deciding to depreciate this API, especially given the amount of phone use that happens on wi-fi rather than cellular networks

    Ships fooled in GPS spoofing attack suggest Russian cyberweapon | New Scientist – what would have seemed like a straight-up Bond villain pot, now seems to be the new normal. GPS spoofing has also been done by the North Koreans and China. They key question is how the GPS network achieves ‘cut through’ whilst being jammed. There is only so much transmitting power that can be put on satellites. It would also mean that ‘old’ skills like astral navigation and map reading are still tremendously important.

  • Vivienne Wei + more things

    Vivienne Wei

    WeChat consumer perspective  by Chinese video blogger Vivienne Wei. Vivienne Wei put together this great video about how WeChat is the Swiss Army knife of apps in China. It is a great consumer perspective on how WeChat works.

    Carl Jr resets

    Carl Jr is a casual eating restaurant chain in the US. It is owned by the same people who won Hardee’s. Carl Jr is known for producing frat boy / brogrammer-friendly adverts like these

    Wiser heads seem to have prevailed in the marketing department, so they came up with this ad to press reset using humour rather than the indignation of political correctness

    Vice, New Balance and footwork sub-culture

    Vice and New Balance have put together a documentary on the Japanese adoption of the footwork sub-culture. Japan has a history of adopting a subculture (like dancehall) and elevating it. Chicago’s footwork skills look like they are getting the same treatment

    Godzilla

    The King of Monster Island Godzilla is back in an anime film. The plot looks like Avatar – humans coming to wipe out planet for commercial / political benefits. Of course all of that plan will go to shit when they find out the inhabitants aren’t lanky blue people but the original kaiju bad boy and friends.

    Baby Driver

    I got to see Baby Driver. It is a curious mashup of a couple of film genres

    • 1980s style films popularised by John Hughes.
    • 1990s to the present day gritty heist films

    I was also reminded of the Tony Scott film True Romance

    The iPod Classic makes a come back in the film in a spectacular way, expect a minor cultural backlash against ‘radio’ as music service currently popular. Personally curated, shareable music and physical artefacts come to the fore. (Though I still can’t see young men proudly carrying rhinestone encrusted pink iPod Classics just yet). More related content here.