Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • Blazed & other things

    Blazed

    I was having an online conversation with friends in the game about our favourite advertising, and this one came up. I hadn’t seen it before. It’s a public service announcement from New Zealand: Blazed – Drug Driving in Aotearoa.

    Guinness Rutger Hauer ads

    I also managed to find all the Rutger Hauer ‘Pure Genius’ ads done for Guinness. A lot of it looks like fresh thinking but mainstream production now due to CGI and After Effects, but at the time it was like nothing else that you would have seen

    Nazira

    I have been listening to this mix by Nazira. Nazira is from Almaty, Kazakhstan and plays at Berlin’s Room 4 Resistance parties. There’s also a great interview with her on the Discwoman site

    Fieldnotes Newsletter

    First issue of Fieldnotes newsletter is out! | Chad Dickerson’s blog – I used to work at Yahoo! when Chad was there, so can vouch for the newsletter being all killer, no filler. Chad headed up Yahoo!’s incubator Brickhouse. I can also recommend a second newsletter Brain Reel by Gemma Milne.

    For A Few Dollars More

    Revisiting For A Few Dollars More – I love the pace, the way it was shot and the storytelling. It also has Lee Van Cleef and Clint Eastwood teaming up – EPIC. When I was a child I was confused the Lee Van Cleef playing two different characters in the ‘Dollars Trilogy’. In The Good, The Bad and The Ugly he plays a psychopathic gun for hire. In For A Few Dollars More he plays the honourable Colonel Mortimer looking for justice against a bandit.

    Gian Maria Volontè played both protagonists in A Fistful Of Dollars and For A Few Dollars More – and died both times. Leone didn’t intend for the films to be a trilogy, but they work quite well together. More related content here.

  • CNY 2018 ads that have made my day this week

    CNY 2018 – Chinese new year of the dog.

    CNY

    Whilst Christmas is the big ad time in the UK market and the Super Bowl dominates American advertising – the Sinosphere is dominated by lunar new year. You see Chinese new year adverts (in the Motherland obviously), Hong Kong, Singapore and Malaysia. They are generally exceptionally sentimental and mawkish, but beautifully shot. It is a time for for family get togethers and when childhood memories are made. Things that symbolise Chinese new year include special food, getting given money in red envelopes and wearing new outfits for the first day of the new year.

    Here are some examples I have found of this years ads.

    KFC

    A film director goes back in time to see his younger self and tries to give him advice. I found this interesting given the Chinese government’s ban on time travel in dramas.

    Apple

    This was done for Apple China by Peter Chan and reposted on Apple Singapore’s social channels. They’ve done a really good job of capturing the gruelling journey home that many Chinese make every year.  Shenzhen’s main railway station is anarchy at this time of year.If this one doesn’t wring your tear ducts out you’re one heartless bastard.

    Digi Telecommunications

    A mobile carrier in Malaysia. the largest shareholder is Telenor. This one has a slight twist in the tail. I was expecting it to be a family matriarch – but it touches on wider connections and childhood memories. Education is much more highly prized in Chinese culture than British or Irish culture.

    Maybank – Malaysia’s largest bank

    Nothing quite like a bit of TVB style family melodrama to be squeezed into this four and a half minute film. A family in financial hardship gets pulled apart as the daughter grow up and ambition put a rift in the tight family unit.

    AirAsia

    My favourite one is this ad by AirAsia, who managed to weave in a deft bit of storytelling through the camera PoV and reference the symbolism of the Chinese horoscope for this year through the main character Ah Boy.

    More CNY related posts here.

  • The forces of 5G + more things

    The next generation of wireless technology is ready for take-off – The forces of 5G – the forces of 5G will be felt more in the industrial space than cellular networks (paywall) More related content here.

    The top trends to watch in OOH | Marketing Interactive – digitalisation – dynamic contextual content, programmatic like placement

    Inside North Korea’s Hacker Army – Businessweek – Bloomberg – really interesting insights. It makes you wonder about freelancing sites

    Silicon Valley Has Developed a $300 Million Foot Fetish – Bloomberg – Bloomberg’s take on how startups are tapping into the streetwear luxury nexus. Jordans are starting to look pretty played out

    Books with Full-Text Online | MetPublications | The Metropolitan Museum of Art – amazing resource via our Matt

    Episode 337: The Secret Document that Transformed China : Planet Money : NPR – a great lunch time listen. The farmers who came up with the first commercial contract during the communist era of China that led the way for the Deng era of opening up

    Trivago Surpasses Billion-Euro Mark as Tech Investment and Advertising Pay Off – Finance.co.uk  – The company also stated that increased expenditures in advertising had helped to improve revenues. Schroemgens informed reported that advertising has been a help for the company learn more about their customers. “We do a lot of quite extreme tests because the more extreme we do it, the more information we get,” said Schroemgens, in reference to the near wall-to-wall advertising campaign of Trivago on the London underground that features “the Trivago girl”, actress Gabrielle Miller. – In a digital world mass media still works. Trivago is particularly interesting when you think about the amount of established online travel players

    Tom Scott talks about the ethics and perils of doctored videos due to face swapping. Porntube and Twitter have already outlawed it, but I think that we’re only at the beginning of the ethical morass that’s about to unfold

    Bloomberg: China May Legalize Gambling on Hainan Island | Jing Daily – problematic for Macau and more likely to attract luxury retail to Hainan island alongside the high rollers

    Why Amazon, Apple, Facebook, and Google Need to Be Disrupted – basically a summary by Scott Galloway of the argument in his book The Four

    Scandal-hit casino mogul Steve Wynn’s luck may be running out in Macau as well | South China Morning Postaccording to a gaming industry source, that Wynn may have failed to meet expectations the Macau government had that he could be a key driver of a culture shift which would see the city “transformed” from a purely gaming destination into a family oriented centre for mass market tourists

    Why mobile operators want your second SIM card slot | HKEJ Insight – Hong Kong is hyper-saturated. Apple missed out by not having a dual-SIM offering. The problem with a lot of non-Hong Kong carriers is they would be struggling to innovate on the service that they offer due to generous data packages

    Toyota’s China Crisis Is Misfire in Biggest Auto Market – Bloomberg – interesting debate around Toyota’s product range

  • Super Bowl LII & other things

    Super Bowl LII adverts

    It was the Super Bowl LII in the US which means a festival of TV advertising

    If Super Bowl LII had a star it would be Tide’s ad as  the most interesting because of the way it let the audience ‘in’ on the advert playing off against the cliches used in US advertising:

    • The car ad
    • The pharma ad with its disclaimers
    • The beer ad
    • Perfume ad
    • The rustic setting based ad (for conservative folks)
    • The car insurance ad
    • The luxury ad

    Brittle Chinese sensitivities

    Less about enjoyment and more about interest in social campaigns. Chinese netizen outrage at perceived slights is now affecting channels blocked in China.

    mercedes benz

    Mercedes-Benz put up a filler motivational post on Instagram quoting the Dalai Lama. Instagram isn’t available in China, but that didn’t stop the Chinese web getting angry. Ok when I said the Chinese web, I meant a particular faction of it young people with extreme nationalist tendencies called 愤青 fenqing (said fen-ching). They are a diverse group in terms of beliefs, but a simple view would be to think of the nationalism of Britain First supporters, but with Chinese sensibilities.

    Expect the threat of a Chinese government inquiry. Mercedes for their part apologised on Weibo:

    ..extremely wrong information

    Which caused further outrage as netizens wanted an apology on Instagram. So Mercedes apologised again. Mercedes is stuck between a rock and a hard place, an apology like that on Instagram would blow back on them outside China.

    What you are likely to see is a greater degree of self censorship by brands.

    Lunar new year

    Talking of China we’re starting to run into the lunar new year advertising season and my favourite so far has been this one by Nokia. It also ties quite nicely into a campaign that they ran online over Christmas.

    nokia

    The focus on family moments shows a maturity in Nokia’s advertising versus many competitors who talk about features.

    Taiko

    Taiko versus a vintage big band sound

    Mark Moore

    I have been exploring mixes by London clubland legend Mark Moore.

  • World Creative Studio + more things

    Mood Swing Rebrand – World Creative Studio – interesting take on MTV’s rebrand in terms of approach to the communications challenge. What is even more impressive is that it is coming out of MTV’s inhouse World Creative Studio

    An Ad Executive Often in the Vanguard Peers Into the Future – The New York Times  – The one thing that’s kind of disturbing about all of this to me and potentially The New York Times is: Are we moving into a world where the dominant platforms of media consumption are basically getting close to a point where they’re blacklisting the monetization of news? It seems that there is no huge demand in Google’s program commissioning to commission news. I don’t see there’s a big appetite for Facebook saying, “We would like 20 news organizations to provide news bulletin programming for Facebook Watch.” We know there are dozens and dozens of news organizations around the world, or at least a dozen or two that include The Times, Reuters, Bloomberg, the BBC and so on, who are, for the most part, the keepers of truth in news and the people who keep the public informed. And it seems odd to me that if you have aspirations to take up a very significant part of the media consumption time of the public that you do not have an overt policy for the dissemination of news – actually its not odd at all if you look at consumer research about media

    Microsoft partners Publicis Groupe to develop Marcel platform | Marketing Interactive – will build and connect Marcel to its deep technology and AI capabilities, leveraging Microsoft Azure AI and Office 365

    Can This Brooklyn Entrepreneur Reinvent Public Relations? | Forbes – I am skeptical but interesting hypothesis PR disruption through SaaS

    Investing in Indonesia | Google Blog – getting a stake on Go-Jek

    7-Eleven Grabs A Cup Of The Coffee Market – YouTube – interesting how 7-Eleven is going after McDonalds

    Citizen Considers Broadening Appeal With $18,000 Watches – Bloomberg – interesting how wearables isn’t something that they care about that much

    When A Small Leak Sinks A Great Ship: Deanonymizing Tor Hidden Service Users Through Bitcoin Transactions Analysis – by Al Jawaheri, Al Sabah, Boshmaf & Erbad (Qatar University) (PDF)

    HNA ditches vanity purchases for Silk Road commodity deals to vie for Beijing’s support  | South China Morning Post – interesting bits here. Massive change in M&A strategy to align with government – but it makes me wonder how they are going to service a lot of their debt?

    Intel Warned Chinese Companies of Chip Flaws Before U.S. Government – WSJ – so basically Intel betrayed the US, Russia and most western governments, almost all its client base in the server market. It is a pity that Oracle and its SPARC business aren’t in a position to take full advantage of it, but Qualcomm might

    Why Americans see Buddhism as a philosophy rather than a religion — Quartz  – Suzuki regarded Kerouac as a “monstrous imposter” because he sought only the freedom of Buddhist awakening without the discipline of practice

    General and Surprising – Pul Graham – The most valuable insights are both general and surprising. F = ma for example. But general and surprising is a hard combination to achieve. That territory tends to be picked clean, precisely because those insights are so valuable.

    Cheap as hips: why Malaysia is the best place for Chinese to retire | South China Morning Post – interesting article, but what about the socio political aspects of living in Malaysia? Malaysian interpretation of Islam is moving closer to that practiced in the Gulf. This is exasperating the discrimination against Chinese and South Asian ethic origin Malaysians such that the country is suffering a brain drain More China related content here.

    Shanghai wants you … but can it really be as attractive to foreigners as Hong Kong? | South China Morning Post – Shanghai isn’t comfortable or attractive, Shenzhen might have more chance if it took on Hong Kong laws and systems

    The Follower Factory – The New York Times – this isn’t news

    Hedonism 1988 – amazing read by Phil Cheesman via our Matt