Category: branding | 品牌推廣 | 브랜드 마케팅 | ブランディング

The dictionary definition of branding is the promotion of a particular product or company by means of advertising and distinctive design.

I have covered many different things in branding including:

Genesis – the luxury Korean automotive brand
Life Bread – the iconic Hong Kong bread brand that would be equivalent of wonder loaf in the US
Virgil Abloh and the brand collaborations that he was involved in
Luxury streetwear brands
Burger King campaigns with Crispin Porter Bogusky
Dettol #washtocare and ‘back to work’ campaigns
Volkswagen ‘see the unseen’ campaign for its Taureg off road vehicle
SAS Airline – What is truly Scandinavian?
Brand advertising during Chinese New Year (across China, Hong Kong, Singapore and Malaysia)
Lovemarks as a perspective on branding
BMW NEXTGen event and Legend of Old McLanden campaign
Procter & Gamble’s Gillette toxic masculinity ads
Kraft Mother’s Day campaign
Kraft Heinz brand destruction
Porsche Design in the smartphone space
Ermenegildo Zegna
Nike’s work with Colin Kaepernick
Counterfeit brands on Instagram, Alibaba and Amazon
Gaytime Indonesian ice cream
Western Digital
Louis Vuitton collaboration with Supreme
Nokia
Nike Korea’s ‘Be Heard’ campaign
Mercedes SLS coupe campaign
Brand collaborations in Hong Kong
Beats headphones
Apple
Henrion Ludlow Schmidt’s considerations of branding
Cathay Pacific
Bosch
Mitt Romney’s failed presidential bid
Microsoft Surface launch
Oreo Korean campaign
Chain coffee shop brands and branding
Samsung’s corporate brand
North Face’s brand overeach in South Korea
Mr Pizza Korean pizza restaurant and delivery service brand
Amoy Hong Kong food brand
Chevrolet Corvette ‘roar’ campaign promoting a build your own car service

Luxury beliefs + more things
Luxury beliefs

Luxury beliefs is a term that I came across from the writings of Rob Henderson. Henderson has a similar kind of story to JD Vance. Addiction in the family and escaping his home environment by enlisting in the US Air Force.

After his service Henderson used funding via the GI Bill to go to Yale. He then got a scholarship to go to Cambridge to do a doctorate. Like Vance he had written a memoir: Troubled: A Memoir of Foster Care, Family, and Social Class that highlights the challenges faced in working class American society including violence and addiction. In his book Henderson explores the idea of luxury beliefs, how they benefit the privileged and harm the most vulnerable in society.

What are examples of luxury beliefs?

The luxury beliefs Henderson cites are seen to be widely held progressive views including:
- Defunding the police
- Defunding the prison system
- Decriminalising or legalising drugs
Getting rid of standardised exams – Henderson sees these as helping less privileged children get into college

Rejecting marriage as a pointless concept. – Henderson claims that one of the strongest predictors of success was if they were brought up in a nuclear family.

Henderson believes that the common thread that holds luxury beliefs together is that they are held by privileged people, the beliefs make them look good (and feel good about themselves), but harm the marginalised.

Luxury beliefs allow the privileged to look good by:
- Playing the victim
- Protest without penalty – which is less likely to happen to more marginalised protestors
- Push the less privileged down
Henderson labelled this ‘saviour theatre’. Henderson reminded of previous generation protestors like Patty Hearst and participants in the Weather Underground’s Days of Rage which would seem to fit Henderson’s definition of holding luxury beliefs.

More posts about new terms can be found on this blog.

Branding

What does Hong Kong airport smell of? Or your go-to hotel? The business of scent branding | South China Morning Post – If you are a fragrance enthusiast, you may have heard of Shiu Shing Hong, a quaint shop in Hong Kong’s Sheung Wan district that has been around for more than 50 years.

The store, which recently went viral on Chinese social media platform Xiaohongshu, not only sells house-made essential oils – must-have souvenirs for visitors from mainland China thanks to the exposure – but recreates the signature scents of popular malls and other venues in Hong Kong.

On its shelves are familiar – sometimes odd – concoctions. Bottle labels reference K11, a shopping mall in Tsim Sha Tsui, the five-star Rosewood Hotel, and the Hong Kong International Airport. Sportswear brand Lululemon has one too.

J. D. Vance Has a Point About Mountain Dew | The Atlantic – brands and identity

China

Deaths in China to reach ‘an unprecedented scale’, peak at 19 million in 2061 | South China Morning Post – due to aging population

WTO says China is backsliding on key reforms and lacks transparency on subsidies | South China Morning Post – World Trade Organization report cites studies that say subsidies could top US$900 billion – providing fuel for critics of Beijing’s practices such as the EU and US

Consumer behaviour

Inside China’s Psychoboom – JSTOR Daily – mental illness has transformed from a bourgeois Western taboo into a legitimate public health concern.

The consequences of the psychoboom are both logical and contradictory. As the Chinese economy has expanded and citizens have grown wealthier, the demands of everyday life have grown in number and kind, expanding from physiological and safety concerns to a desire for love, esteem, and self-actualization. At the same time, such desires run counter to traditional Chinese values like the age-old concept of Confucian filial piety and the relatively new ideology imposed by the Chinese Communist Party (CCP), both of which place the well-being of the collective above the happiness of the individual.

Kamala Harris, Usha Vance, and the twice-born thrice-selected Indian American elite

Design

Adidas partners with Mexican artisans for hand-embroidered soccer jerseys | Trend Watching

Economics

Maersk says Red Sea shipping disruption having global effects | Hellenic Shipping News Worldwide

Ethics

Apple, Nvidia, Anthropic Used Thousands of Swiped YouTube Videos to Train AI | WIRED

Microsoft DEI Lead Blasts Company in Internal Email After Team Is Reportedly Laid Off – IGN

Finance

Morgan Stanley, Goldman Sachs Say Recovery in Private Equity Deals and Fees – Bloomberg – Morgan Stanley and Goldman Sachs Group Inc. are confident that their most important clients are about to get active after a long spell on the sidelines and help goose the long-awaited revival in investment banking fees.
The private equity deal machine has been mostly jammed up for the past two years, leaving many investment bankers twiddling their thumbs while their bosses talked up green shoots that failed to flourish. There are plenty of potential road bumps ahead, but there’s reason to put more weight on the better outlook now even compared with just three months ago: The wave of debt refinancing that has led banks’ revenue recovery this year has also been helping to fix the prospects of many companies owned by private equity firms

The Financial Instability Hypothesis* by Hyman P. Minsky, The Jerome Levy Economics Institute of Bard College – interesting paper used in current negative critiques or private equity like Has private equity become a Ponzi scheme? – UnHerd

Gadgets

Sony is killing off recordable Blu-ray, bidding farewell to disc burning | TechSpot – Sony admitted it’s going to “gradually end development and production” of recordable Blu-rays and other optical disc formats at its Tagajo City plants in Miyagi Prefecture, Japan. Essentially, 25GB BD-REs, 50GB BD-RE DLs, 100GB BD-RE XLs, or 128GB BD-R XLs will soon not be available to consumers. Professional discs for video production and optical archives for data storage are also being discontinued. – the big shocker is the issue for archival formats

Alexa Is in Millions of Households—and Amazon Is Losing Billions – WSJ – a pet project of Bezos, and the Alexa voice assistant and the Echo speakers through which it communicated were inspired by his interest in the spaceship computer in “Star Trek.”

“When launching products back then, we didn’t have to have a profit timeline for them,” said a former longtime devices executive. “We had to get the system in people’s homes and we’d win. Innovate, and then figure out how to make money later.”

To do that, the team had to keep prices low. Amazon sometimes even gave away versions of the smart speaker as part of promotions in a bid to get a larger base of users.

Health

“It’s All Just F*cking Impossible:” The Influence of Taylor Swift on Fans’ Body Image, Disordered Eating, and Rejection of Diet Culture – ScienceDirect and 100-Pound Weight Loss: My health improved. My self-esteem didn’t. | Slate

Another Danish biotech can help investors’ hunger for obesity drugs | FT – this probably explains why Zealand pivoted from taking its medications to market to becoming research and selling on as its not big enough to exploit this opportunity on its own. (Full disclosure, I worked briefly on the diabetic emergency injection product until the company pivoted).

Ozempic Tracker Insights: Price Remains the Largest Obstacle – CivicScience

The economics of GLP-1 – Marginal REVOLUTION

Patients checking into rehab after abusing weight-loss jabs | The Times Online

Innovation

IKE and hyperice’s boots and vest massage athletes’ feet and keep their bodies cool

Dude, where’s my (flying) car? – POLITICO

RISC-V Thrives Through Research, International Collaboration – EE Times

Xiaomi’s ‘lights-out factory’ to mass produce new foldable smartphones | DigiTimes – but it doesn’t mean that the products will be better, just consistent. I keep thinking of the Fiat Strada, an ugly rust bucket of a car, that was ‘hand built by robots’.

Luxury

Luxury brands roll out 50% discounts as Chinese shoppers rein in spending | FT – this will destroy the intrinsic value of the brand

Italy’s competition watchdog probes Armani and Dior over alleged labour exploitation | FT – the question is more why now? It’s been known for years that Chinese workers are exploited in factories based in Italy.

Age of Ozempic: Predictions for the luxury industry | Vogue Business – Analysts agree that the pop culture influence of weight loss drugs is giving luxury labels and mass-market brands, alike, licence to refocus on straight-size. “Luxury brands have long been staunchly unwilling to cater to plus-sizes outside of the occasional token representation, but typically premium and mass players would invest more readily in plus-size,” says Marci. “Now we’re seeing the effects of Ozempic and weight loss culture on retail as a whole.”

Already, a host of US-based retailers and fashion companies including Rent the Runway are seeing boosted demand for smaller clothing sizes, and falling demand for larger sizes, according to The Wall Street Journal. Retailers have been investing in fewer products that offer larger sizing

Burberry’s new CEO has a task | FT Fashion Matters

EssilorLuxottica expands into streetwear with $1.5bn Supreme deal – the deal was a “no brainer” and had happened “very quickly” because VF was under pressure to divest its most “iconic asset”. EssilorLuxottica planned to use Supreme’s wealth of customer data and its Gen Z fans in China, Japan and South Korea to target new consumers – it shows how good a deal James Jebbia got with private equity and VF Corporation

Lewis Hamilton Named Dior Ambassador | BoF – formula 1 driver and pit lane dandy has also worked with Dior men’s artistic director Kim Jones to guest design a collection of clothing and accessories set to launch in October

Marketing

Rediscovered Absolut Blue Painting Inspires New Bottle | MarketingDaily

Focus on value pivotal for brands as consumers get more cost-conscious – The Media Leader

The King’s Speech 2024 – GOV.UK – restrictions on fast food advertising and energy drinks

Proportion of UK businesses increasing marketing spend hits 10-year high – The Media Leader

Evolution not revolution as Sorrell unveils Monks and reorganizes for easier client access | The Drum

Media

The return of piracy – net.wars

‘New model for human civilisation’: What is so unique about China’s style of modernisation? – CNA – interesting that CNA don’t provide a critical analysis on the positives and the negatives of the China model.

Online

Even Disinformation Experts Don’t Know How to Stop It | New York Times – Researchers have learned a great deal about the misinformation problem over the past decade: They know what types of toxic content are most common, the motivations and mechanisms that help it spread and who it often targets. The question that remains is how to stop it.

A critical mass of research now suggests that tools such as fact checks, warning labels, prebunking and media literacy are less effective and expansive than imagined, especially as they move from pristine academic experiments into the messy, fast-changing public sphere.

LGBT and Marginalized Voices Are Not Welcome on Threads – MacStories

Google Is Mind-Bogglingly Bad – On my Om – more ‘Google is Dead’ material – grist for the mill and Daring Fireball: Google Is Shutting Down Its URL Shortener, Breaking All Links

Apple Maps launches on the web to take on Google – The Verge

Retailing

Tesco takes on Waitrose and M&S in premium range fight | FT – implies that Tesco thinks consumer spend is likely to be going up again

The shifting world of e-commerce liability | The Daily Upside – Amazon’s legal issues and the fact it has over 553million SKUs

Security

American Hacker in Turkey Linked to Massive AT&T Breach | 404 Media

Software

Meta won’t bring future multimodal AI models to EU | Axios

GPT-4o mini: advancing cost-efficient intelligence | OpenAI – computing power per watt reduction is the most interesting part of this. You also see it in Mistral NeMo | Mistral AI | Frontier AI in your hands

Inside Microsoft, nobody really owns Copilot – The Verge

Taiwan

TSMC proposes Foundry 2.0 to alleviate antitrust concerns | DigiTimes – Trump-proofing the semiconductor industry

Technology

AI Chip Startup Graphcore Acquired by SoftBank – EE Times

Web of no web

The Future of AR Beyond the Vision Pro Is Already Brewing – CNET

Google’s XR Re-Entry Point | Spyglass

Wireless

China’s Transsion sued by Qualcomm and Philips as IP woes mount | FT
August 5, 2024
The ultimate driving machine + more things

The ultimate driving machine

Interesting interview with author Steve Saxty on how BMW as a modern car brand came into being as the ultimate driving machine and a discussion on what eventually became the 1-series. The brand value of it being the ultimate driving machine actually came from a review by US magazine Road & Track in the early 1970s.

This seems to have parlayed itself into an internal insight at the company and was then manifested in advertising by the 1980s. I remember seeing an interview with an ad exec at the UK agency claiming that it was an insight they had come up with. The truth can be a pesky thing.

The phrase itself worked really well from the small lightweight sporty saloons that Road and Track loved to the large executive models of the 7-series. Whatever your criteria was, BMW positioned itself as the ultimate driving machine.

More BMW-related content here.

Bob Hoffman’s rage against the machine

Bob Hoffman is a long-time ad man and long-time commentator who points out the foibles of technology-driven marketing. His book 101 Contrarian Ideas About Advertising is a good read for anyone jumping on a plane. Hoffman has recently given away two books in electronic format Inside the black box focuses on the online advertising industrial complex, MKTG STINX takes a broader brush to things.

BBC coverage of GAA All-Ireland hurling final

For a long time BBC Northern Ireland have covered the key GAA matches. But this was the first time that the main BBC network carried the GAA All Ireland hurling final. 3pm I sat down in front the television to watch the BBC with volume down and my Mac playing the RTE Radio 1 commentary through its speakers. This is the same way as I have listened to the game all my life and I wasn’t going to change now. But it was refreshing that I didn’t have to trek out to a pub or fiddle with a VPN to secure video of the game. Cork vs. Clare gave hurling neophytes a great introduction with the winning score done during the last play of extra time.

Thamesmead time’s up

I have a soft spot for brutalism as an architecture style. I put this down to the clinic I was taken to as a small child which was part of a bigger civic centre including a library. It had massive concrete features and overhangs. It was quiet inside, great to climb and play on outside and the overhangs kept the hottest sun away from the massive round windows.

Brutalism felt comforting and futuristic, which was probably why Stanley Kubrick shot key parts of A Clockwork Orange in Thamesmead. But the Peabody Trust are well on their way to demolishing Thamesmead’s iconic buildings.

July 22, 2024
Warped media constructs
Where did warped media constructs come from?

Warped media constructs as an idea originated from a few observations I made. The first was an article by Magic Numbers that examined the distribution of marketing spend across various media channels compared to the percentage of profit they generate. It was based on a piece of research done called Profit Ability 2.

A chart in the article caught my attention. While all channels contribute to profit, some have more comprehensive long-term effects than others. Any channel below (or to the right of) the red line represents a greater proportion of contribution to overall profit returns than the proportion of the marketing budget allocated to it.

Based on this chart: linear television, radio and podcasts and print advertising offer the best value for money for businesses.

What’s interesting is that two out of three of these channels are viewed as legacy media that brands are keen to move away from. When I worked at Unilever, the global media spend for the brands I managed amounted to about 92 per cent on television advertising. Some markets allocated even higher percentages.

The second influence for this post on warped media constructs was a post by Tom Goodwin.

Goodwin spent the best part of a decade working in senior roles for media buying businesses in very technology-centred roles.

It’s only just dawned on me that the reason Traditional Advertising is quite good and Digital ads are uniformly terrible is this.

Media owners always knew they were in the business of selling eyeballs.

Digital media companies think they are in the business of selling clicks.

Our core competence becomes how we see the world.

If you were a traditional media owner , your “job” was to attract , to respect , to inform, to tantalize, to satiate attention and repeat business

If you were a digital media owner, you were a tech company using algorithms to trick, harass, optimize, chase , game, attention by trying out any one of Billions of bits of content , made for free by users.

So while TV companies and traditional media owners are selling attention and eyeballs.

Digital media companies are selling clicks and data that show they create success.

The philosophy of traditional media is actually far more useful for longer term business success with advertising

For MOST companies of any scale, taste and longevity, digital media thinking is entirely wrong

But tech thinking swayed the market , they became so dominant and valuable, and profitable, nobody has the balls to call out how dumb this actually is and how much it’s degraded advertising.

I just wish we could apply the thinking of traditional media , the need to respect , to seduce , to value , to reward human attention , to digital media , because that’s where most people spend ALL of their time.
Tom Goodwin on LinkedIn

His post made me wonder about why such warped media constructs were widespread, when the flaws of lower performing media were readily apparent?

What does the data tell us about media?

The Profit Ability 2 research is a robust study of the UK media market. It took data from five media buying agencies looking at 141 brands in 14 sectors. it was based on a three-year media spend (2021-2023) and across ten media channels. Over a third of the brands matched pre-and-post COVID.

Retail media is one area that I would have liked to see examined in a bit more depth, given its rising popularity and ability to challenge generic PPC and online display advertising.

Media that is often the most lionised and championed by media agencies, notably paid social and programmatic display media were outshone by media types that have been declining investment by marketing teams over the past two decades.

This isn’t a new phenomenon as Ebquity research back in 2018, showed that there was a considerable gap between what marketers and agencies thought were effective, versus real-world evidence.

Secondly, this data indicates that brands are not using the channels in the best way for the long term interests of their business. There is also a correlation with declining campaign effectiveness rates.

Why do we have warped media constructs?

This pivot towards warped media constructs has benefited everyone but advertising agencies. And it would be reasonable to hypothesise that agencies chasing incremental growth, enterprise software vendors and consultancies have been leading large corporates up a digital focused route that provides data and efficiency at the expense of effectiveness and marketing ROI.

Agencies’ legacy businesses are fading as the vast majority of
incremental marketing spend is directed online. Digital growth is
accruing to leading publishers, enterprise software and consultancy
firms, while technology enables marketers to do more in-house.
Market share loss is already evident in slower organic growth, but
trading multiples fail to recognise the heavy dependence on M&A.
Fragmentation. Almost 80% of every incremental advertising dollar spent globally accrues to digital. As their legacy traditional media businesses are fading, agencies are failing to capture digital growth, resulting in a lower market concentration in favour of new entrants empowered by technology
Redburn Atlantic (equity research paper): Ad Agencies Marginalised (2016) by Bianca Dallal, Matt Coupland and Mandeep Singh.

Advertising industry commentator Michael Farmer alluded to this change in his newsletter Madison Avenue Insights back in 2020.

Creative agencies have mastered the requirements of integrated campaigns, from TV to online video, websites, Facebook, Instagram, ad banners and e-mail marketing. It’s a pity, then, that this victory is being undermined by agency price-cutting strategies that leave agencies understaffed and underpaid. Senior agency executives need to create winning business practices – they’re losing the business war.
Madison Avenue Insights | Creative agencies: winning the battle but losing the war

Platforms like Facebook have repeatedly tried to prove that they can substitute for linear TV in advertising campaigns since the late 2000s with varying degrees of success.

The Devil is in the details.

Remember the question about what the data tells us about media? Let’s examine the data in more detail.

One of the key phrases on the slide plotting out the different media sources is ‘full profit returns’. This term is quite important to bear in mind. Consider how these media channels work.

Long-term memory model or brand-building channels
- Linear television adverts
- BVoD (Broadcaster Video on Demand)
- Radio and podcasts
- Cinema
- Online video
- Print advertising
Good brand building content that we are sufficiently exposed to can stay with us for decades and even become part of culture.

Short-term brand activating channels
- Generic PPC (Pay-Per-Click)
- Paid social
- Display advertising
This means that once you have clicked on the ad and gone to a destination, the advertisement has largely had its effect.

The Long and the Short of it

Now if we look at the performance of these media types over full payback, sustained payback and immediate payback we see that each these media channels serve short-term or longer-term goals. Time matters, Profit Ability 2 found that 58 percent of advertising’s total profit generation happens after the first 13 weeks.

If you are a digital-first organisation, or looking at ‘last-touch’ attribution, your measurement is capturing less than 40 percent of profit generated by advertising depending on the marketing mix of the campaign. Your organisation’s marketing culture could be leaving substantial marketing generated profits unharvested with an overly short term focus and less efficient over longer timelines than a financial quarter.

Binet and Field established some useful heuristics for thinking about marketing spend, which can help shape media choices from a macro perspective of brand-building and brand-activating activities.
- Immediate payback – profit derived in the same week as the advertising.
- Sustained payback – profit derived from week 14 to 2 years of advertising.
- Full payback – profit derived over the full 2 year period.
Anything above the yellow line makes a positive contribution relative to the proportion of marketing investment. Linear television works when used consistently and has a long-term impact.

Paid social media is about achieving immediate results, being a very tactical channel by nature.

Print advertising is unique in serving equally well across immediate goals, sustained campaigns, and delivering long-term results.

Each media channel can play its role based on the communication objectives. Their effectiveness also depends on how they work together.

A second consideration is the channel’s reach in the population. Print is interesting as a universal channel for consumers who read print publications, from older Telegraph readers to Monocle magazine-toting hipsters. However, it’s less useful if you’re looking to reach a football-mad teenager. Ebiquity in its analysis of Profit Ability 2 talks about a related concept called saturation:

The study analysed the saturation point for each channel, which is the last point where every pound invested in a channel generates at least £1 profit.

It found that TV has the highest saturation point. Advertisers can increase investment in TV to a higher level than other media and it will continue to generate a profitable return.

Based on immediate payback (i.e. payback within one week of investment), Linear TV advertising on average hits saturation at the highest spend level – £330,000 – nearly triple the equivalent scale of the next largest channel (Print) and over 8-times the scale of Online Video.
Profit Ability 2: The new business case for advertising | Ebiquity

Reflecting on my experience at Unilever: I wasn’t brought in to help digitise the marketing mix away from television because digital was an ineffective channel, but because linear television wasn’t as good a platform for reaching busy young mums as it had been previously. We had to broaden the media mix to reach them, which meant more investment in online video and paid social media.
In retrospect, we focused on reach, deprioritising consideration of the communication objectives. BVoD, radio, and podcasts might have had greater weighting if I were to do it again.

This might all change

If a channel became more expensive, you would get less value for your money; it would be equivalent to raising the yellow line. Conversely, reducing the cost of the media would be equivalent to lowering the yellow line.

Cost inflation

Price inflation for larger clients likely endangers cinema, display advertising, online video and BVoD in client budgets first. There may be a strong case at present to allocate more spend to channels that would encourage branded searches, to improve the effectiveness of a reduced PPC spend. Examples of these channels would include public relations, print advertising and television.

Job to be done / payback period

An emergency locksmith will have a very different budget and timeline for marketing return compared to an aftershave brand. The emergency locksmith wants to rank top in local search on mobile devices to get a call-out; they are far less likely to consider brand building and word-of-mouth. The exception to this rule would be at the top of the market, like Banham in central London, which would be providing more of a concierge security service.

Regulation

I have worked with pharmaceutical clients where most of the communications we were doing had to be addressed directly to healthcare professionals. In that case, you have a much more limited palette of possible communication channels.

You face a similar situation if you are looking to market regulated consumer products like sports betting, gambling, alcohol, cannabis and tobacco-related products or vapes. The channel limitations are based on screening off protected audiences or reducing the chance of positive brand attributions. Regulators don’t want smoking to appear cool.

So what’s the best media channel based on our warped media constructs?

It depends. The good news is that all advertising channels analysed in Profit Ability 2 generated a positive payback from advertising when sustained effects are accounted for.

You can find similar posts here.

More information

How Brands Grow: What Marketers Don’t Know by Byron Sharp.

Madison Avenue Insights | Creative agencies: winning the battle but losing the war

Profit Ability 2: Thinkbox report, Ebiquity write up, The new business case for advertising presentation.

What the latest effectiveness stats reveal about moneyball media choice | Magic Numbers.

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field.

Ebquity | Intel (2018). Re-evaluating Media: What the evidence reveals about the true worth of media for brand advertisers. United Kingdom: RADIOCENTRE. (PDF).

Facebook is a lower quality medium than TV, says marketing academic – Brand Republic News

TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital | Adweek

Do TV Ads Drive Facebook, Twitter Engagement? (Study) | AdWeek

Mediatel: Newsline: Starcom: TV is now twice the price… but not twice as good -“There’s still nothing better than [a 30 second ad],” Dan Plant said on a panel at Future of TV Advertising Global. “Unfortunately it costs twice as much now – and it hasn’t got twice as good at what it was doing. You pay twice as much to achieve the same thing.”

Facebook suffers setback in quest to topple TV ad dominance | Digital – Ad Age – couldn’t get sufficiently high rates on ads that it was showing on connected TV devices.

Facebook and Google, Two Giants in Digital Ads, Seek More – The New York Times – Facebook combining Nielsen TV data, treating its ads like TV. and Google plays catch-up with targeting by email address.

What’s behind P&G’s cutback on targeted Facebook ads? | EJ Insight (Hong Kong Economic Journal) – To reach 5,000 targeted viewers on Facebook, the spending needed can reach the equivalent of that required to reach a million TV viewers, according to Peter Daboll, chief executive of Ace Metrix, which tests ads for effectiveness

Thinkbox Media Mix Navigator.
July 1, 2024
June 2024 newsletter – legs 11
June 2024 newsletter introduction

Welcome to my June 2024 newsletter, it’s been a bit of a mad month with the European Union elections foreshadowing a rightward lurch in policy direction. The snap call for a French general assembly election and the bizarre spectacles happening in the campaign efforts of the UK general election. And before you say it, the UK general election is not a TikTok election. In the northern hemisphere midsummer (21 June 2024) – the longest day of daylight taps into something primal bringing us back to nature with campfires to meet the dusk, seasonal food and the beauty of summer on display.

This newsletter which marks my 11th issue. The number 11 is a mixed bag associated in medieval theology with the ’11 heads of error’. However there are more positive associations for those who believe in numerology. In Chinese its sonic similarity to the phrase ‘definitely fine’ gives it a positive association. For me it’s forever associated with the old bingo call of ‘legs 11’.

New reader?

If this is the first newsletter, welcome! You can find my regular writings here and more about me here.

Things I’ve written.
- Collapsing the funnel is a term that I have heard thrown around a lot on blogs, LinkedIn posts and podcasts, but what does it really mean?
- A slower take on Apple’s iPad Pro launch
- A few things I learned judging the 2024 UK Young Lions and Adforum PHNX advertising awards, together with a few inspiring entries.
- The reasons why some people believe that #theinternetisdying.
- IT director powers up and more stuff – a collection of interesting news and analysis around the web, including how AI is upending IT sales.
Books that I have read.
- Nixonland by Rick Perlstein. Perlstein is an American historian with a progressive eye on history. His book name was passed around earlier on in the spring given perceived parallels between Biden and a likely second Trump administration, together with increased activism. It is one of a series of books that Perlstein wrote documenting post-second world war. Reaganland documents the Carter administration and America’s pivot to Reaganism. Before The Storm which looks at the rise of the modern American libertarian conservative moment and the decline in cross-party consensus – viewed through the lens of Barry Goldwater’s campaign to become the republican party candidate against Richard Nixon. I started reading Nixonland before the US college protests started, which gave the book added resonance.
- Cinema Speculation by Quentin Tarantino. The first thing that jumps off the page when reading Cinema Speculation is the deep abiding love that Tarantino has for film. Film permeated every part of his life. His Mum took him along to films at the cinema that he probably shouldn’t have been allowed to see. In this respect he was a cinema media consumer in a time when mainstream television had already eaten Hollywood the first time around. The second thing that comes through is the way his deep knowledge allows him to build connections and linkages in non-obvious ways. Something that we lose the ability to do as we mediate knowledge seeking through Google and Perplexity instead of going through library newspaper clippings and reading magazines. I then realised that was a similar red thread in Perlstein’s Nixonland. Tarantino writes how he speaks and I was able to devour the book in two sittings despite suffering from a summer cold at the time. If you like to hear someone writing passionately about the New Hollywood movement of the early 1970s, then read Cinema Speculation.
- It was third time lucky for me with Red Queen by Juan Gómez-Jurado. I was recommended the book by my friend Ian Wood and tried to read it a few times, but only really got into it at the third attempt. Once I got into it, I enjoyed it. There are the surface comparisons with Stig Larsson’s Millennium trilogy (The girl with the dragon tattoo and sequels). Without giving plot spoilers I found this comparison lacking. Instead I think of it as a modern-day version of the Sherlock Holmes novels of Arthur Conan-Doyle, but that view may change as I work my way through the series.
Things I have been inspired by.

Bad Times Disco.

Bad Times Disco put together eclectic parties bringing out music like Japan’s 1980s ‘city pop’ sound and art to secret venues.

Joe Haupt – Vintage Disco Sound Novelty Transistor Radio, AM Reception Only, Made In Hong Kong, Circa 1970s

For their closing event until autumn in Hong Kong they had developed an equitable pricing policy that allows an equally eclectic crowd.

Come join us for our season closing party on June 21st, in a spacious and very central location, filled with BTD regulars, our loving staff, and a great lineup of vinyl-centric DJs. More than a party, BTD is truly a community and we want to see all the regulars for this one.

* Multi-functional space layout *

* Special set design, group exhibit of multidisciplinary art, and more special touches *

* Sober friendly party *

Presales: 270HKD

Phase 1: 330HKD

Phase 2: 380HKD

Last min: 420HKD

Solidarity ticket: 500HKD. If you are a landowner, homeowner, or have generational wealth, please consider purchasing a solidarity ticket to our party and making it possible for lower-income folks to attend the party.

*Limited Low Income Ticket*: 150HKD – This is *only* if you are a service worker in Hong Kong, working class, or unemployed without a safety net in Hong Kong. We will trust you to choose this option for yourself if you need it.
Season Closing: Bad Times Disco 21/06

Design Discoveries: Towards a DESIGN MUSEUM JAPAN.

Japan House London has an exhibition of industrial design that reflects on the paradox of Japan having great design, but not a museum of design. Japan has a culture of good design; it’s a living thing and expected. By comparison, the celebration of good design could ironically indicate a norm of mediocre to bad product design. The exhibition runs until September.

Digital mortality.

David Webb is a long time activist investor in Hong Kong. I know of him by reputation since before I first went to Hong Kong and China in the mid-2000s. He has a long-running website that is invaluable for all things Hong Kong business-related – and is likely even more valuable given the recent regulatory and legal changes in the city. In a time when Hong Kong’s retail investors are disadvantaged by the large families and opaque Chinese government, Webb-Site is one of a few assets that retail investors can use for research. The site shows its late 1990s web design roots and makes extensive use of RSS to power its content.

David has been receiving treatment for cancer since 2020 and is now thinking about how his website might live on as a crowd-sourced online database. At the moment he is looking to bring on board volunteer editors. Part of the reason for this is that the Hong Kong Securities and Futures Commission didn’t embrace XML data output, that sites like David’s could ingest and process. More details here on how you can get involved.

Kantar’s blueprint for brand growth.

Kantar’s blueprint for brand growth uses a decades worth of its client’s data to refine their approach for success. It broadly meets what you would expect from the marketing science corpus built up by the likes of Ehrensberg-Bass and the IPA. They boiled down this blueprint for brand growth into three points
- Predispose more people – which boils down to a mix of salience and fame.
- Be more present – which equates to marketing penetration to capitalise on the increased number of people predisposed to the brand.
- Find new spaces – this is about innovating in communications and new ways of achieving market penetration.
This last point is particularly interesting. Much of Kantar’s clients would be mature well-known brands so breaking out into new spaces represents a blue ocean approach, designed to move beyond the fractional gains against entrenched competitors.

Michael Page 2024 talent insights

Michael Page have launched their annual talents insights report. It has content on a diverse set of areas including working locations (remote, hybrid and on-site), artificial intelligence and perceived job security. TL;DR – hybrid seems here to stay, AI usage is in the minority at the moment and the majority of workers feel secure in their current roles.

Quiet pride.

Probably not the right section in this newsletter, it would fit better in a section of ‘things I have been disappointed by’. Campaign Asia and Campaign US ran the following article: Brands plan for a quiet Pride Month. The iPA ran a similarly themed article. I guess ‘pride washing’ of brands will be less of a problem this year, but the lack of visibility is a concern.

Scott Beale

The articles imply a wider rollback from brand purpose, indicating a hollowness to the buy-in from large corporates.

The hesitation around Pride may also be related to executives’ increasing reluctance to speak out on social issues more broadly. Wolff pointed to Edelman’s Trust Barometer, which found that 87% of executives think taking a public stance on a social issue is riskier than staying silent. “Essentially, nine out of every 10 executives believe that the return on investment for their careers is not worth the support during this turbulent time,” said (Kate) Wolff. “This is clearly problematic for both the community and the progress we have made in recent years.”
Brands plan for a quiet Pride Month – Campaign Asia.

It offers a different angle on the broader issue that people like Nick Ashbury with his new book The Road to Hell have been driving at with regards the state of brand purpose.

Things I have watched.

I am a bit of a Federico Fellini fan and finally got to watch Roma. Roma is semi-autobiographical in nature. It is a series of vignettes all based around the city of Rome which go from the 1930s to the 1970s and cover various parts of city life with some of the aspects such as Roman frescos turning to dust on first viewing in a millennium to a religious fashion show having an especially fantastical aspect to it. The deconstructed nature of the film is also interesting from a storytelling point-of-view.

Delicatessen was part of a wave of dystopian movies that were produced during the late 1980s and early 1990s. Films like Richard Stanley’s Hardware and Dust Devil. Given that its French there is a distinct mid-century modernism sensibility to many aspects of it such as the vehicles use. In terms of the plot it is similar to a futuristic Sweeney Todd meets Brazil. The directing and writing team Jean-Pierre Jeunet and Marc Caro went on to make more popular films including City of Children.

THX 1138 was George Lucas’ first professional film based on his student film. It feels modern and fresh despite being shot in the early 1970s. It captures the impersonal socially isolating aspects of modern technology. The film proper opens with Robert Duvall speaking with a system about how he is feeling echoing the nascent current use of AI for therapy. While Lucas became famous from his directing of the film, a good deal of credit is due to Walter Murch’s futurist soundscape and Lala Schiffin’s tonal soundtrack which isn’t that far away from the likes of Jóhann Jóhannsson. It’s no coincidence that later on Lucas named his audio company THX.

Murch although less well-known is a multi-Oscar award-winning film editor and sound mixer who pioneered the use of Apple’s Final Cut software in Hollywood.

I got a good deal of my license fee’s worth of the BBC going through the 1960s Royal Shakespeare Company performances of William Shakespeare’s Henry VI, Edward IV and Richard III which together make up the telling through an English protestant lens of the War of The Roses. Peter Hall’s direction is spot on. I only wish that I had seen this while I was studying English literature in secondary school.

Useful tools.

Basic Excel formulas guide.

Nicolas Boucher usually works with finance teams looking at adapting AI, but he put together a PDF with 21 Excel commands and examples. Some of them can be handy in digging your way through quantitative data. You can get your copy of the PDF here.

Bookfinder

The everything store Amazon, a fair few times hasn’t had what I wanted. There are also sound moral arguments to want to buy elsewhere, or you might want to buy cheaper. That’s where Bookfinder comes in. It is fast, has a front end that looked basic back when when Netscape Navigator was your tool for coasting on the information superhighway and surfing the worldwide web.

LittleSnitch 6.

If you’re a long time Mac user who can remember back when Adobe creative suite came in a box, then you might know Little Snitch. It was popular for people running bootleg copies of PhotoShop and InDesign by stopping the software from ‘phoning home’ to Adobe.

In reality Little Snitch is so much more, it’s my go-to software firewall. It allows Mac users to retain a fine control on what goes in and out of your computer stopping dodgy connections in their tracks.

Additional MagSafe 3 cables.

I have a surplus of USB-C chargers now, but the move towards the MagSafe 3 charging connection on newer Macs is a great back to the future move. They are magnetically connected, allowing the connection to be broken before your laptop is dragged to the floor like the original MagSafe connectors that Apple had in two versions from 2006 to 2017.

They got rid of it, and long time users like me moaned about it as USB-C, felt like a backwards move for mobile workers. Apple brought it back with MagSafe 3, which now works with USB-C chargers.

Third-party MagSafe 3 cables are now available so you no longer need to pay the Apple tax of premium priced cables. My favourite is the BeckenBower USB C to Mag-Safe 3 Cable, which has worked out really well for me so far.

Organiser.

I work from home and usually have Bloomberg or Yahoo! Finance on in the background at a very low volume ambient noise if I am not listening to podcasts. I had the classic living room problem of hunting down remote controls to turn devices on and off. I was inspired to build on existing behaviours of looking around the TV first for the remote control and bought an organiser to hold them and a supply of spare AAA, AA batteries and the lightning cord for my Apple TV remote. The one I eventually settled on was Blue Gingko Multipurpose Caddy Organiser. It’s well made from plastic and thoughtfully designed which is why I was prepared a bit more to get something made in Korea, rather than made in China.

If you are using it for artwork or as a go pack for a workshop you can stack several on top of each other.

The sales pitch.

I am now taking bookings for strategic engagements or discussions on permanent roles. Contact me here.

More on what I have done here.

The End.

Ok this is the end of my June 2024 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into the dog days of summer!

Don’t forget to like, comment, share and subscribe!

Let me know if you have any recommendations to be featured in forthcoming issues.
June 26, 2024
Advertising awards
I got a chance to judge the UK Young Lions advertising awards and Adforum’s PHNX awards. The Young Lions responded to a common brief with the solution viewed through their specialism:
- A communications activation plan.
- A creative concept.
The standard of thinking was high, but I could also see the benefit of more agencies and brand teams tasking younger members of staff to enter the campaign. I was expected to having to wade through dozens and dozens of entries; there wasn’t that many.

Adforum’s PHNX advertising awards attracted global entries and took a long time to go through the entries that I saw. I got to see a lot of good work and wanted to showcase some examples later.

PHNX were more complex in nature compared to the UK Young Lions, with many more categories.

Advertising awards mistakes.

I saw a few unforced errors:
- Category -spamming – award entries were submitted for categories that they weren’t appropriate for. You would see the same work turning up category-after-category with no relevance. You could see other judges becoming frustrated in the electronic chat function that ran alongside the entries.
- Link the work tightly to the challenge that the client faces. You would be surprised how many entries failed to do this.
- Have your entry in a language that the judges are likely to understand. You can only get so far with Google Lens when trying to tease out winning nuance of advertising awards.
Advertising awards entries that caught my eye.

There were a number of Adforum PHNX advertising awards entries that caught my eye and some entries that inspired me.

Advertising for advertising

A few years ago, LONDON Advertising (who I have freelanced for previously) ran an advertising campaign to demonstrate the power of advertising.

This was possible due to the cheaper media rates available early on during COVID-19 as brands paused spending.

It’s a very unusual tactic outside of advertising festivals and trade publications. So it was interesting to see a Spanish agency submit a couple of films into the Adforum awards that purely showcased their craft capabilities for use on different aspects of advertising.

It’s not Studio Ghibli, but still really well done by La Caseta. It was still surprising for me to see it entered for advertising awards.

Inspiring content

Grab Thailand

Uber analogue Grab ran this advert in Thailand to promote its version of Uber Eats, showing how the app is on the side of the consumer in terms of pricing, choice and speed of delivery. It uses thai boxing as a metaphor and features Bella as the main protagonist. Bella is a much loved soap actress beloved in Thailand. Her coach in the corner is a highly regarded former thai boxer.

Lux

For me Lux beauty soap was a brand that I associated with my Granny in Ireland, who used to alternate using it alongside Oil of Olay soap.

I was pleasantly surprised to find that Lux is still alive and well as a brand half-way around the world in Asia and Africa. Lux’s ‘change the angle’ campaign was a collaboration with female athletes to try and change the way they are portrayed in live sports coverage.

Mistine

Mistine is a Thai beauty brand founded in 1988. It became the go-to beauty brand in Thailand. The company sold its products via direct sales, wholesale, online, retail, and the export market. In recent years it had focused on expansion into China, but had lost touch with younger generations of Thai women. It was seen as a low-class, outdated brand. The brand team started with a campaign with a film of young generation focus group discussing on societal judgmental issues while having a make-up session. None of them chose Mistine as they were all judgmental to the brand name.The film signed off with an apologetic message to Mistine users and have been insulted by negative associations with the brand name “Sorry that my name is Mistine.”

It’s a brave move to take that raw insight and build a campaign around it.

That then drove a six-fold uptake in search volume and media impressions.

Similar posts can be found here.
June 8, 2024