Coca Cola:::Free yourself with a song

BRAND OWNER: The Coca Cola Company
CATEGORY:Drinks (non-alcoholic)
REGION:Malaysia
DATE:Jul 2008 - Aug 2008

Coca-Cola’s popularity among Malaysia youth was waning because of an explosion of healthier beverages and the fact that its advertising was being drowned out by the jumbo budgets of telecoms companies.

2008 was a tough year, with a deepening recession and a youthful rebellion against the ruling party. Coke needed to find a way of tapping into the stubbornly optimistic youth and establish itself as the drink that truly expressed the national mood.
2008 had seen the rise of two youth icons that had captivated the imagination of the country.

The first was Shila, an everyday girl from a small town, who rose from the streets to win the largest reality singing show on TV.

The second was Alam, the village underdog who won the biggest dance show. Coca Cola took the two icons, and signed up an iconic lyricist to create a music video –Free Yourself (or Bebaskan-lah in Malay) – where Coke was integrated as the fuel of refreshing liberation and positivity. Coke’s jingle was also laced into the fabric of the song.

The major advertising element was a TV commercial, but it also brought in radio and online. The video became self-propagating, with friends forwarding it to friends, posting it on blogs and on YouTube, colleagues showing it to each other and on-air requests creating a pull-mechanism. Bebaskan-lah! became the anthem of the times by plugging into and giving expression to the spirit of the period in a language that truly connected with youth – in a way that was so very uniquely Coca-Cola.

The campaign was hugely successful in sales terms, achieving a volume growth of 280,000 unit cases. Coca-Cola’s preference score hit a record five-year high, rising 177% across the year, overwhelming all other brands in the category put together. - The song itself reached No. 1 within 2 weeks and was also made a theme song for a popular local youth drama, A Story of Hope.

Axe:::Cheesegirls

BRAND OWNER:Unilever
CATEGORY:Toiletries/ Cosmetics
REGION:South Africa
DATE:Jun 2008 - Nov 2008


Axe was worried its market share would remain static unless it targeted untapped demographics, including urban black youth aged 18-25. The problem was that Axe hadn’t spoken to this segment for 5 years and even then, the urban black youth didn’t relate to the Axe communication.

Axe needed to engage with this target group in a meaningful way without alienating current users. Axe realized that urban black youth didn’t identify with the Axe promise of ‘getting the girl’, because they were far more experienced. However, they would identify with getting the girl who everyone is afraid of approaching, the rich girl, aka the cheese-girl.

Axe decided to create a band called The Cheesegirls, who would release two songs. The first song trashed ghetto guys (known as Kasi). The second video paid tribute to Kasi guys because they have been wearing Axe and are therefore irresistible.

The activation was focused on radio (a key channel for the target), used PR as the hook and then changed the traditional role of TV. The track was launched through the sponsorship of an annual DJ conference and on radio. Listeners were invited to vote for their favourite mixed Cheesegirl track from the DJ conference.

The Cheesgirls were marketed as if they were a genuine pop sensation, getting interviews in music magazines and on TV. Axe was never linked to the band.

A PR set up saw the lead singer of the Cheesgirls ‘busted’ dating a Kasi guy. The band then organized ‘apology interviews’ which saw the band openly apologize and promise to re-write the lyrics for the infamous track 'Kasi No No'. The second track was then launched and played across 3 key stations, along with the music video which finally revealed the Axe link to The Cheesegirls.

As a result, the first rack received 504mins of free radio exposure over the first 8 weeks. Track 2 yielded 441mins of free radio exposure over the 7 weeks.

The campaign also smashed through the 10% share barrier target, one year ahead of schedule.

Questions to ask before you design a new logo

No matter how small or large your organization....you need to be as objective as possible about your logo design. This isn't about whether you like the color orange or think trapezoids are cool shapes.

To illuminate and eliminate.
Creative brief...a discovery process ...it is about trying to capture the spirit of your organization in a mark...to give people a clue as to what you do and what you're all about.

Logo creative brief

• Your company name
• Describe your business (your product or service)
• Website address
• Who's your target audience
• What colors do you require in the logo?
• Do you have any preference for you logo regarding image and text style?
• Language you require in logo?
• Any additional thoughts?
  

Additional questions
What, if anything, are you using for a logo now?
If you have a current logo, why are you looking to change it?
What word/words need to be included in your logo?
Who is your competition? How are you different from them?
What is your brand promise/tagline? How do you bring that to life?
What are your organization's values/mission?
What words would people use to describe your organization/city BEFORE their first visit (in other words-what do they think/believe before they visit)
What words would people use to describe your organization/city AFTER their first visit (in other words-what do they think/believe after they visit)
Are there any iconic places, elements of architecture, design elements, landmarks that make your brand unique?
Which of these words is a better fit for your brand? Techno or Active
Which of these words is a better fit for your brand? Warm or Progressive
Which of these words is a better fit for your brand? Old Fashioned or Modern
Which of these words is a better fit for your brand? High End or Cost Effective
Which of these words is a better fit for your brand? Night Life or Early Morning
Who would have no interest in your city/brand?
Are there any color no no's? Image no no's?
Competitors' marks (colors, shapes, concepts, ideas are already being used in the marketplace)
Where will the logo appear/primary usage -- how will you use it?
Any other production considerations (must work extremely small, or will be usually be reproduced in single color etc.)

Logo design inspiration sites:

• http://logofaves.com/
• http://www.logodesignlove.com/best-logo-design-resources
• http://www.wolda.org/showcase/
• www.logodesignlove.com/
• www.logogala.com/

Logo Design blogs

38one.com/cleverblogEN
Logo Design blog
ilovetypography.com/EN
Blog that brings the subject of Typography to the masses.
blogvecindad.comES
Diseño Gráfico y Más.
cosasvisuales.blogspot.comES
Comunicaciòn visual y otras historias del saber
dda.blogsome.comES
Dd'A. Blog de dirección de arte y diseño gráfico.
inconcientecolectivo.cl/ES
Blog de noticias y tendencias del diseño chileno e internacional.
justcreativedesign.com/EN
Just Creative Design is a blog which focuses on graphic design, offering free graphic design tips, articles & resources on all subjects of design, ranging from, but not limited to; print design, logo design, web design, branding, typography, advertising &
logoblink.com/ENG
100% logo stuff
mishef.com/BULGARIAN
Web design and graphics portfolio and blog.
packagingworld.blogspot.com/EN
Packaging World is a packaging blog, full of new packaging trends, news and great concepts, from all around the world.
paragonanubis.wordpress.com/EN
all about copy cat logos and advertising in the middle east and the world
studiografiko.wordpress.com/EN
Official Studio Grafiko’s Blog.
thisisgraphicart.com/EN
Graphic Art and Design news and inspiration
www.albillo.com/blog/ES
Blog sobre marcas, logotipos e identidad corporativa.
www.allgraphicdesign.com/EN
Graphic Design & Graphics News Blog
www.bildirgec.org/TURKISH
Kullanıcıları tarafından yollanan günlük yaşama dair haberlerden derlenen, genç insanların buluştuğu ve bilgilerini paylaştığı bir ortam, bir elektronik dergi.
www.bla-marcelotomaz.com.br/portuguese
Design, branding, and ad blog
www.creativepanorama.com/EN
Creative Panorama is a blog acting as a filter so only the best in the creative world is highlighted.
www.criteriondg.info/wordpress/ES
Blog de diseño, recursos y noticias de actualidad.
www.desaingrafisindonesia.com/INDONESIAN
DGI
www.designobserver.com/ENG
Writings on Design and Culture.
www.dezeen.com/EN
One of the most popular and influential architecture and design blogs on the internet.
www.dezeen.com/category/graphics/EN
One of the most popular and influential architecture and design blogs on the internet.
www.everythingaboutdesign.com/EN
Everything about design! Graphic Design, Fashion, Architecture, Crafts, industrial Design, Websites, Contest, Design news, Design Contests, Designers etc.
www.fubiz.net/blog/FR
Le site Fubiz est axé sur les sujets du monde graphique, de la culture urbaine, des produits tendances et des arts numériques.
www.grafikhaber.com/TUR
grafik tasarım ve grafik tasarım teknolojileri (graphic design and graphic design technologies)
www.identityworks.com/English
Reviews of important corporate identity work, as acts of leadership and for creative excellence.
www.lijeonline.blogspot.com/Portuguese/ English
Lije Online was launched in 2005. It is a blog, weekly updated, that gathers useful information about Design and Arts in general.
www.mattus.web-log.nl/Dutch
A dutch blog on design, brands and branding
www.oeilpouroeil.ca/wp/FR
Un blogue publié par la Société des Designers Graphiques du Québec SDGQ qui se consacre à la réflexion et l’actualité dans le domaine du design graphique à l’échelle locale et internationale.
www.ok-blog.nl/EN/DUTCH
An online source of inspiration. A large international group posts articles about design, art, trends, but also technology and science every day.
www.oneplusoneequalsthree.com/EN
1+1=3 is an Australian blog dedicated to the discussion of design—principally graphic/communication design and interactive design.
www.pixelgangster.deDE
The daily design blog.
www.theserif.netEN
Daily dose of design inspiration
www.vcdc.grGR
Visual Communication Designers Club
www.whitespace.hk/blog/EN
Thoughts and inspiration from Hong Kong based design studio
www.zeroin.grGR/EN
Spot on the web focused on contemporary design.


Design links

www.scene360.com/EN
Online film and arts magazine
www.thaiwebgallery.com/EN
Free gallery of great websites in Thailand and International Wesites. We encourage people to create beautiful, good concept, good structure original sites based on CSS and all technology. Promoting best websites is our main goal for maintaining a communit
www.designineurope.eu/EN
Design in Europe brings you a selection of the best well-designed personal, experimental and corporate sites from the European union.
www.designspotter.com/EN
DESIGNSPOTTER is a design magazine dedicated to everything related to young modern contemporary design.
www.designtaxi.comEN
An international multidisciplinary design network that features the latest design news, competitions, websites, portfolios and events across the world.
www.dexigner.comEN
Delivering design news, events, competitions and links, Dexigner is the leading online information service for designers and artists
www.digitalartsonline.co.ukEN
Comprehensive coverage of the art of graphic design, 3D, animation, video, effects, web and interactive design, in print and online.
www.directory.designer.amEN
A multi-profile design site for designers and other professionals, who are involved in different spheres of design - photographers, illustrators, architects, web programmers, etc looking for state-of-the-art and creative ideas.
www.etcetering.comEN
A platform that presents a diverse level of news , information and services to young, old, new and established designers and artists.
www.graphics.comEN
The shared resource for creative design.
www.logodesignlove.com/EN
Website devoted to logos.
www.culturepush.com/EN
Culturepush tracks cool stuff in art, culture and design in Singapore.
bizcommunity.com/EN
Africa's leading daily advertising, marketing and media news resource for the industry.
bookmarkd.net/EN
bookmark’d™ is a social-driven website that sets out to collect creative portfolios from different disciplines of the design world, deliver design news, events, links and to provide an information service in the field of visual design.
www.logogala.com/ENG
LogoGala aims to be an outstanding resource for fresh logo design inspiration and to showcase great designs in the gallery for your viewing pleasure.
www.lostateminor.com/EN
Online publication devoted to pop culture — art, photography, design, music, the Interweb.
www.netdiver.netEN
Netdiver is a digital culture magazine and luvs everything design.
www.newwebpick.com/EN
NWP (newwebpick.com), an international digital designer union and a community of international digital designers, is one globe designing information focusing on the digital design.
www.designdump.com/EN
The Design Dump is a graphic design resource featuring; graphic design conferences, graphic design competitions, graphic design books, original graphic design and web design articles, graphic design resource links, design magazines, and much more.
www.cgindia.org/EN
An online Magazine and CG portal which provides wealth of information on 3d, Animation, Computer Graphics and Visual Effects (VFX).
designsingapore.com/EN
Design Singapore
digitalthread.comEN
The oldest existing web design community web site.
directory.designer.amEN
Made by designers for designers and other professionals, who are involved in different spheres of design - photographers, illustrators, architects, web programmers, etc.
www.commarts.com/EN
Premier source of inspiration for graphic designers, art directors, design firms, corporate design departments, advertising agencies, interactive designers, illustrators and photographers.
www.creativeireland.comEN
The irish creative design community.
pureaustriandesign.com/EN/DE
Austria's window to the international and national design community.
japandesign.ne.jp/JAPANESE/CHINESE/EN
Japan's largest design portal to support all the people involved with design.
ffffound.com/EN/JP
FFFFOUND! is a web service that not only allows the users to post and share their favorite images found on the web, but also dynamically recommends each user's tastes and interests for an inspirational image-bookmarking experience!!
www.japandesign.ne.jp JAP / CHI / EN
Japan's largest design portal to support all the people involved with design.
www.mister-wong.com/EN/DE/CN/ES/FR/RU
Mister Wong is one of the leading social bookmarking services with portals in 6 languages and over 4 million visitors per month.
www.gammaidentity.com/ENG/RUS
Gamma Identity is a new portal for professionals involved in branding and design. Portal allows for brand agencies, design studios and firms otherwise involved in branding and design to share knowledge, opinions, communicate and collaborate together with
www.czechdesign.cz/CZ/EN/IT
Design Portal
www.yo-yoll.netIT
Grafica, design, e comunicazione. Seleziona le risorse per chi si occupa di immagine in rete.
www.designgrafico.art.brBRASILIAN
A Lista designGráfico é um grupo de discussão virtual sobre design gráfico e áreas afins que utiliza a internet como meio de comunicação.
www.designmadeingermany.deDE
Ist eine deutschsprachige plattform von und für designer und agenturen.
www.grafiport.com/TUR
Grafiport, artık grafik tasarımı ile ilgili iş ve eleman arayanları bu sayfalarda buluşturuyor.
www.obdesigner.netFR
Design, tendances, concours et emploi.
draft.it/cms/IT
Grafica pubblicitaria e comunicazione.
israelidesign.org.il/ISRAELIAN
המרכז הישראלי לעיצוב, מדיטק – חולון אתר המרכז מידע בתחומי העיצוב השונים בארץ ובחו
www.capdesign.seSE
For Battre Visuell Kommunication
www.chinavisual.comCHI
A leading on-line media, which serves in Mainland China and the global creative community, and also an information service provider of the interactive industry
www.cuatrotipos.com/ES
Diseño periodistico y más.
www.designerinaction.deDE
Design portal mit news zu design, webdesign, typografie, papier, druck, fotografie sowie termine, tipps, tricks,

Anthropologie.com::: how is this website selling itself online?

Anthropologie touchy-feely?

by Vivian Manning-Schaffel

April 13, 2009 issue

Anthropologie is a moderately upscale American retail chain that curates an assemblage of various brands for a decidedly feminine lifestyle.

With stores arranged in impeccably casual fashion, they provide their target consumers (women 28‒42) with an eclectic boutique-like shopping experience where they can gather items such as vibrant dishcloths, an overstuffed antique-looking sofa, a great pair of jeans and a progressive, designer bag—all in one convenient location.

Owned and operated by Urban Outfitters, Inc., the company responsible for its signature chain, Urban Outfitters, as well as the collegiate clothing brand Free People, Anthropologie began seven years ago as a direct-mail business, opening its first retail outlet in a sizable New Jersey mall. Boasting an impressive category growth of 27.6 percent in the past year alone, Urban Outfitters, Inc. and the brands under its umbrella are bucking financial trends with an upward swing in a downward-facing economy.
According to their website, the founders of Anthropologie created the chain to “cultivate a shopping experience unlike almost anything else in retail today.” Their touchy-feely messaging matches their feminine look, describing their collection of designers as artists with “an eye for craftsmanship, the smallest details, and that certain something special that makes each item you find in our stores and website more than novelty but a personal discovery.” Matching the romantic sensibility of many of their products, it also refers to their consumers as “soulmates.”
Despite never having advertised, Anthropologie’s customers stay longer in the stores than most chain shoppers, with an average visit clocking in at an hour and 15 minutes. Brandchannel paid a visit to Anthropologie.com to see if their online presence invites users to linger over their own special brand of boho mojo.
When a brand has such a strong identity woven into their catalog, the ideal would be to match that sensibility online, which Anthropologie does—at least visually. The homepage focuses on trends and “pushes” seasonal items with accompanying tag lines that outline the solutions to your shopping dilemmas (“Wild about bottoms, bewildered by tops? Visit Bottoms Up!”).
Such vast product offerings can be challenging to organize and display, but the folks at Anthropologie take a methodical, traditional approach to online sales, keeping the basics all in order with clear product images and detailed information.
It’s one task to make your brand’s website look as good as your catalog or your stores, but it’s another to entice target consumers to linger by offering tangible benefits from shopping on the site. The “For Your Home” section has found a way to do this with “Dwelling Dos” that provide a combination of information and interaction. For example, the homepage, featuring hardware, informs consumers about the benefits of their vast selection of drawer pulls and leads them to a “Personalize Your Look” page that encourages viewers to drag and drop the drawer pulls on mock furniture pieces so they get a visual of what the accessories might look like in life.
However, the “For Your Self” section, featuring clothing and accessories, is surprisingly devoid of value-added fashion content, save for a spotlight widget that delivers a featured product of the day to users’ desktops. They might consider upping the ante. By providing online shoppers with style guidance to help them assemble that chic Anthropologie look, the brand in turn enhances its positioning as an arbiter of bohemian style.
Overall, Anthropologie.com does a decent job of conveying the decidedly feminine sophistication of the brand. With a few tweaks and additions of value-added content to beef up the “For Your Self” section, perhaps visitors will be inspired to linger online as they do in retail.

Achieving Accountable Marketing: Six Critical Value Levers Must Be Pulled

By Michael Dunn
April 13, 2009 issue

Senior management continues to push marketers to demonstrate a strong return on investment, demanding more accountability and evidence that marketing investment is driving business growth.
It requires marketers to demonstrate disciplined planning, rigorous tracking and evaluation and, above all, continuous improvement in performance. They must also show cause and effect, quickly diagnose the root causes of any spending performance issues and make timely, fact-driven decisions to improve returns.


Call it accountable marketing performance, a goal that requires six “value levers” to be pulled effectively.

Value Lever #1 – Strategy
This critical lever sets up a series of choices that inform most of the subsequent activities across the other levers. It encompasses a series of decisions about strategic marketing choices:

• With which set or sets of customers does your company have the best business opportunities?
• What are the most achievable behavioral responses from these target groups?
• What unique benefits, attributes and ideas are most likely to elicit the desired behavioral response?
• What specific brand or business challenges are standing in the way?
  

Getting smart and shared answers to these questions requires a fact-based foundation involving customer segmentation and targeting, customer-driven analysis, pathway modeling, brand equity modeling and purchase funnel analysis. When combined with equally valid qualitative insights and intuitive thinking, you create a strategic value proposition that is worth its weight in gold.


Value Lever #2 – Content
The strategic foundation must be translated into compelling, engaging and medium-appropriate messaging ideas. The best content platforms originate from a magical combination of strategic insight and creative expression and connect in authentic yet emotionally compelling ways.
Most companies rely heavily on external agency partners at this lever. But it’s the best collaborative partnerships that inspire great work, and great content ideas can come from anywhere—agencies, similarly briefed internal teams pursuing independent and somewhat competitive paths, or single contributors who find inspiration on a walk or in the shower. Whatever the source, smart companies validate multiple messaging ideas with robust testing before deploying them across a full-scale creative campaign.

Value Lever #3 – Marketing Vehicles
Effective vehicle choices should enable your messages to reach and connect with audiences in a timely, relevant, cost-effective and multi-platform way. But you must understand where your audiences interact with media or media-enabled experiences as well as their openness to receiving messages in that setting. You must understand the optimal strategic applications of each vehicle, their trade-offs and the underlying economics.
The wrong choices can endanger accountable marketing. You risk failure by mismatching vehicles with marketing objectives or audiences, or by having inadequate coverage across the mix. It’s equally dangerous to fail to weigh the underlying economics and potential revenue response dynamics. Finally, balance between new and traditional media is a must.

Value Lever #4 – Investment Levels
This value lever should diagnose whether the overall marketing investment amount is too high or too low vis-à-vis the intrinsic financial return characteristics of the proposed marketing activities in relation to strategic marketing objectives. It also helps determine whether the amount invested in particular vehicles, programs or activities is too high, too low or just appropriate relative to intrinsic return characteristics and those of alternative investment options.
But it’s complicated. Marketing program returns are not static. Changes in brand maturity levels or competitive intensity can impact program-level returns. Changing media habits and changing cost dynamics of various vehicles can affect their returns. Nor are returns always linear. Despite such challenges, there’s considerable upside potential to this lever.

Value Lever #5 – In-Market Execution
Great content still needs a great delivery mechanism; execution diligence ensures that your marketing content and your delivery mechanisms work together harmoniously.
Many tactical decisions underpin a successful and cost-effective campaign. Planning requires choices about reach and frequency, geographic coverage, and scheduling in light of insights around seasonality, purchase frequency and key decision points in the purchase cycle across all types of programs. Buying necessitates hard choices in a fluid media landscape, encompassing financial parameters weighed against considerations like media reputation and specific audience demographics. The customer experience must be consistent and seamless. Be warned: if poor in-market execution prevails, your failures may well be amplified in an embarrassingly public way through Web-based channels.

Value Lever #6 – Fixed Cost Management
This lever aims for improved cost efficiency and effectiveness through both cost cutting and cost containment. Your fixed cost base depends on your mix of marketing programs and can account for 20 percent to 60 percent of the overall marketing budget. And savings can be redeployed into programs that may improve overall effectiveness.

This value lever requires applying a purchasing or procurement manager mindset. One way to start is by understanding the ratio of “working” to “non-working” spend on the fixed costs of marketing program production. If this ratio is off, try selectively applying strategic sourcing principles to pay a little less for what you buy, redefine some core programs so they can be executed more cost-effectively or re-engineer overall processes to reduce costs without compromising quality.

Accountable marketing performance is an achievable goal. By focusing on and unlocking the power of the six critical value levers, the marketing organization will prove its value to the business as a whole as the creative yet rational source of future growth.

Michael Dunn is Chairman and CEO of Prophet (www.prophet.com), a global consultancy that helps senior management more effectively use branding, marketing, design and innovation to drive profitable growth. This article is based his new book, The Marketing Accountability Imperative: Driving Superior Returns On Marketing Investments. He can be reached at mdunn@prophet.com.

My Shape.com:::Online Fashion Consultation

Website : http://www.myshape.com/shop/index

Without paying for a personal shopper or fashion consultant, My Shape determines the best clothes for your body type, by asking you to take a variety of measurements and asking you about your fashion preferences as they relate to style, cut, fit, color and more. It then assigns you a letter for your shape based on the measurements you provided, and allows you to shop showing only the clothes that would fit you, that suit your preferences, and that would naturally flatter your body shape.

Marketing: the unappreciated workhorse

Philip Kotler
Kellogg School of Management, Northwestern University

The venerable Peter Drucker was an early fan of the new field of marketing. He struggled to explain it as a customer-centred discipline involving value creation. He wanted so much to disengage it from its confusion with selling that he penned the challenging statement: 'The aim of marketing is to make selling unnecessary.'

Yet Peter Drucker's view of the role and importance of marketing still needs to penetrate the thinking of companies and the public at large. We need to seriously address the following questions:

How is marketing seen by various publics?
What is marketing's real role?
What can marketing do to gain a better public understanding, image and influence?

HOW IS MARKETING SEEN BY VARIOUS PUBLICS?

Every profession has its critics. Physicians and educators are not immune from criticism even though most people see them as strong contributors to others and to the public good. As for lawyers, their critics are too numerous to count. And sales and marketing people receive a continuous barrage of criticism.

Let's examine how marketing and marketers are typically viewed by the following five key parties:

• sales force
• chief financial officers (CFOs)
• chief manufacturing officers (CMOs)
• chief executive officers (CEOs)
• the public.
  

Sales Force View
It may seem odd to state that the sales force itself has major misgivings about marketing. We thought that marketing and the sales force work as allies to help garner as many orders as possible. But sales people are among the first to criticise marketers.

• Marketers spend too much money on advertising that we could use better to strengthen our sales force.
• Marketer's ads don't impress us, nor do many of their brochures and collateral material.
• Marketers set prices too high, making it harder for us to sell.
• Marketers don't understand customers like we do.
• Marketers don't add product features and services that will help us clinch orders.
  

Three of us took up the challenge and co-authored a Harvard Business Review article, 'Ending the war between sales and marketing'1, where we examined the causes and the cures of this problematic relationship.


Chief Financial Officer (CFO)
A company's chief financial officer typically views marketing budgets with scepticism. The CFO sees marketing as asking for a lot of money but rarely accounting for its ROI. The CFO expects ROI estimates from other departments such as when manufacturing wants to buy a new piece of capital equipment or when the purchasing department decides on new materials. But marketing acts as if it is exempt from this responsibility.
Yet marketing is not alone: R&D and human resource departments don't provide ROI estimates for their proposals. Why should marketing be singled out? But it is true that marketing needs to start doing a better job of estimating and documenting the financial impact of its campaigns.

Chief Manufacturing Officer (CMO)
The manufacturing group has a lot of complaints about marketing. Marketers want to put too many 'bells and whistles' on products that only add to manufacturing expense. Marketing runs frequent promotions that require adding another production shift to prepare a larger volume, only to be followed by a subsequent cut in production. Marketers push for special short production runs to customise some of their offerings. All this increases the costs of manufacture.

Chief Executive Officer (CEO)
Many CEOs see marketing as largely a cost instead of an investment and a profit contributor. They see marketing as spending a lot of money with little short-run return. They read research reports filled with words and numbers that convey little customer insight or original thinking. They approve large expenditures on advertising campaigns and yet their acquaintances don't remember seeing the ads or remembering the message. CEOs want harder marketing evidence that marketing has increased sales, and yet all they get are measures of increased consumer awareness and knowledge. No wonder companies often replace the chief marketing officer every two years or cut the marketing budget as soon as the economy shows signs of slowing down. Rarely are marketing vice presidents active participants in senior management strategy decisions.

The Public
The public has an uneasy feeling about marketing. People remember the Vance Packard diatribe against marketing in his The Hidden Persuaders. There is a widespread feeling that marketers manipulate us into buying products that we don't need or even initially want. Marketers are seen as planning product obsolescence so that we get dissatisfied with yesterday's computer or camera and have to buy a newer model. Marketers keep interrupting us with unwanted and irrelevant commercials everywhere we turn. Marketers don't care if the product is good or bad for us, only if it is sold. The society ends up with overconsumption, high credit debt, material waste and a deteriorating environment.

WHAT IS MARKETING'S REAL ROLE?
All these critics have a love/hate relationship with marketing. They have a vague understanding that marketing is somehow necessary, somehow inevitable, somehow bad and somehow good.
I will describe four positive roles that marketing plays in society.

First, marketing has helped give birth to and gain acceptance of new products, many of which have eased or enriched people's lives. The housewife no longer has to work for hours in the kitchen preparing food and afterwards washing dishes by hand. She has a modern refrigerator, stove, dishwasher, washing machine and dryer; few homemakers would accept being without them. These appliances have emancipated women. And today's students have a computer, printer, scanner, camera, iPod, a PDA and a cell phone, none of which they would give up. Some of these new products were resisted at first, but thanks to marketing and sales efforts, they soon gained broad acceptance and use by the public, without any regrets.
Second, marketing is a powerful force for improving existing products. Products draw competition. Marketers have to fight clones by differentiating and improving their offerings. A company's marketers constantly search for ways to make the company's offerings different and better so they will be preferred in the marketplace. The pressure to compete through differentiation leads to continuous improvements of product and service offerings.
Third, marketing helps create and sustain jobs. We are not talking about marketing jobs, although they are also created. We are talking about all jobs. Jobs exist to create goods and services. When the public doesn't buy these goods or services, these jobs vanish. When marketers successfully push the sale of products and services, they are sustaining employment. The intense marketing of credit and goods and services plays a key role in creating a dynamic and growing economy.
Fourth, marketing, or effective marketing, improves the bottom line for most companies. In spite of the difficulty of measuring many types of marketing investments, we have to assume that most CEOs acknowledge that marketing contributes to their profits. If they felt otherwise, they would reduce or eliminate the marketing department and budget. There is no reason to sustain marketing in so many companies if it doesn't contribute to the top line and the bottom line.

CHANGING THE UNFLATTERING PERCEPTION OF MARKETING
Marketing can improve its image in different groups by taking four steps.
First, marketers need to improve their metrics and measurement of the financial impact of their marketing activities and campaigns. Senior management is losing patience with marketing over the lack of marketing results measurement.
The good news is that several people in academia and business are working on this problem and proposing new tools and solutions.
Second, marketing may need to prepare an educational campaign to inform the public about what marketing is, why it does what it does, and how this contributes to the lives of individuals and to the body politic. Too many people see only the tip of the marketing iceberg, namely TV and other ads, and wrongly identify it with the whole of marketing. They don't know anything about the research, product development, distribution planning, and other marketing activities that go into creating, communicating and distributing attractive products and services. I can imagine one page ads carrying the headline 'What is Marketing? Does it Contribute?' with text answering a set of brief questions about marketing. Beyond this, I would like to see a course in marketing or market economics introduced in high schools. This has already been proposed in Holland.
Third, marketers must build better working relations with their colleagues in the other departments of the company. Marketers must explain their role and how their actions support the other departments and the company's overall performance.
Fourth, marketers must publicize their work in social marketing and place marketing. Persons should become aware that many highly regarded social causes (anti-smoking, say no to drugs, exercise regularly, eat healthier foods) are helped considerably by social marketing research and messages. And many places that lack enough tourists and businesses are helped by place marketing campaigns using the latest marketing thinking and practice.

Clearly these are only first steps in a sustained campaign to bring members of the public and businesses to understand and recognize the contributions that marketing makes to individuals, communities, and the economy as a whole.

REFERENCES
1. Kotler, P., Rackham, N. and Krishnaswami, S. (2006) 'Ending the war between sales and marketing', Harvard Business Review, July.

Sovereign – Leaders in Life

Category: Consumer Services

Advertiser: Sovereign

Campaign: Leaders in Life

SUMMARY
Declining brand health was becoming a direct threat to Sovereign's continued success.
The challenge was to re-introduce Sovereign to New Zealanders in a way that would establish a brand identity beyond the Independent Financial Advisers, and engage an audience in a category they would rather ignore.

The strategy positioned Sovereign in the context of major 'life events' to best convey the emotional freedom the brand offers and encourage consumers to embrace life insurance rather than fear it. All brand health measures quickly recovered to exceed the targets set. Preference improved by 122% to reach 8.2%. This resulted in a dramatic rise in call centre leads, a greatly improved rate of conversion and delivered an increase of $6.357 million in annual new business revenue.
It won TBWA/Tequila a Bronze EFFIE in Consumer Services.

MARKETING CHALLENGE
The Life Insurance market is driven by a combination of saliency, trust and professionalism – it is difficult to attract new business and retain existing policyholders if you are not 'on the map' in consumers' minds. Even small increases on brand health measures are hard to achieve in this market, reflective of consumers' low involvement and engagement with the category. As Sovereign had received no brand support over the past three years its market leader position was under threat.

The challenge was to re-introduce Sovereign to New Zealanders in a way that would establish a brand identity beyond the Independent Financial Advisers, and engage an audience in a category they would rather ignore and forget. The ultimate goal was to deliver business results in a highly competitive market, no mean feat given a share of voice of just 11% for the duration of the campaign.

CAMPAIGN OBJECTIVES
The objective of the “leaders in Life” campaign was to:

• Increase Sovereign's unprompted awareness from 13.7% to 15% (Target Market) and 8.6% to 10% (All Consumers)
• Lift consideration from 3.1% (the industry low) to 5%
• To recover preference levels amongst the Target Market from 3.7% to 6%
• Amongst risk users who recall Sovereign advertising achieve relevance of at least 50%
• Strengthen Sovereign's brand image associations on all key attributes notably:
  a)'An insurance company I respect'
  b)'Professional and competent'

Note: while these targets appear modest, they reflect the low life insurance category norms.

Business Objectives

• Increase direct leads to the Sovereign call centre by 20% versus a year ago each month the campaign ran
• Increase conversion rate from 20% to 25%
• Deliver growth in retained business of 10%
  

TARGET AUDIENCE
The core target is aged between 25–54, supporting partners or young families with medium to high personal incomes ($30k+).

CREATIVE STRATEGY
The creative strategy expressed a universal truth that even though a loved one is no longer physically with us they are still looking out for us. It's memories that keep people alive, and the communications were to be a celebration of 'real' life and family memories.

The creative solution was to create simple, honest and direct pieces to camera – messages left for family members from a loved one who has passed. The communication depicted real life situations of family members expressing their love for their family. They were crafted to convey the satisfaction that comes from knowing that even though they may no longer be there to physically look after them, they have taken care of their family's future through a life insurance policy with Sovereign.

MEDIA STRATEGY
Media was focused on linking the communications to 'life events'.
MEDIA
Magazine

Press
Online
Event

TOTAL MEDIA EXPENDITURE:
$1 to $2 million

RESULTS

The campaign:

• Raised awareness
• Lifted brand perceptions
• Resulted in business leads, higher conversion rates and major lift in revenue

Unprompted Brand Awareness


Monthly Leads

Heineken – Club Beertender (Netherlands)

Client name: Heineken
Category: Loyalty & Long-term Umbrella Campaigns
BACKGROUND
Heineken developed the 'BeerTender' together with Krups. It's a home-tap system for beer, with which you can tap your own glasses of Heineken's best beers: Heineken, Amstel, Amstel Bock, Amstel 1870, Brand, Wieckse Witte, Murphy's and Affligem.

Beertender was introduced in 2004 as the first system that could provide you a fresh cold beer at home. It's a better experience for the consumer and a chance for a better market share for Heineken.

The product experienced a healthy sales growth (200,000 in 2007).
Slowly, the BeerTender sales are decreasing. Everyone who wants a BeerTender already has one and there are not many new customers. Also, the amount of casks is not in line with the amount of
BeerTenders sold, which suggests a lot of buyers are not using their BeerTender anymore.

The system quickly becomes – without any further promotions – a tap for special occasions and disappears into the closet or garage. BeerTender also suffers from heavy competition of the PerfectDraft, a similar tap from Philips.

The further increase of brand-awareness won't lead to increase of sales of BeerTender, and BeerTender sales don't automatically lead to an increase in sales of casks.

OBJECTIVES
Create a platform to regularly communicate with BeerTender owners and to encourage use of their BeerTender. The goals attached to this platform:

• Building a database of BeerTender users through self-registration
• Measure the communication effects to cask sales, with goal of increasing cask sales to Club members by 25%
  

STRATEGY
The target audience is (mostly male) BeerTender owners. Age doesn't matter, but the communication is aimed at men, aged 25–55, with a strong affinity with football and music.

We chose a structural communication- and loyalty program for BeerTender owners: Club BeerTender. The program stimulates the owners to re-use their BeerTender and encourages them to increase its use. Club BeerTender should also create a special bond between BeerTender owners.

The program has three pillars:

1. TO BRING IN: get to know the BeerTender users.
2. TO BIND: figure out purchase behaviour, using codes. Always give a reason to register these codes.
3. TO FILL: increase sales by using special sales promotions and reach the volume goal of 2007.
   

The Club gives you something directly, there's no need to save tons of receipts to get anything. Members get rewarded in both emotional and economic ways. The following incentives are used:

• Discounts
• Privileges
• Chances to win
  

Examples of privileges: free cask on birthdays, preferential tickets for football matches. Discounts on football tickets, concerts and BeerTender merchandise. Also, with each registered cask consumers had a 1/10 or 1/15 chance of winning “money can't buy” prizes like flying an aircraft or driving a Formula 1 car.

Media:
Current databases, BeerTender sales (utilizing the Krups sales data), BeerTender packages and casks
Other Heineken SKUs
Print media and a banner campaign
Club BeerTender members encouraged to refer other owners

Budget
Radio 9%
Direct Mail 33%
Online 30%
Print media 1%
In store communication 8%
Promotional products 19%

CREATIVE STRATEGY
Club BeerTender is about more than just a device you fill with casks. Club BeerTender is about the ultimate beer experience: being able to get the most delicious beer freshly out of the tap, at home! Heineken supports Club members, but moreover, Heineken makes sure it's more fun using your BeerTender.

Club BeerTender reinforces the relationship between Heineken and the consumer, and gives customers the recognition they deserve. By asking for specific preferences and interests, the communication becomes personal and relevant.

In the welcome-pack, after registering the first cask-code, the new member receives the BeerTender apron, to reinforce the “being-home” feeling. This also goes for discounts and the prizes members can win. Some merchandise is also personalized with favourite football-clubs, which makes Club BeerTender very personal.

Within the concept, the various beer brands (Heineken, Amstel, Brand) get the possibility to reinforce their individual brand feeling. For example via the Brand Brewery Days, the Amstel Live Concerts and the Heineken Music Hall.

Monthly emails are being based on the preferences of the ClubMembers, to continue to motivate the purchase and registration of more casks, in order to win prizes or to obtain further discounts.

A broadsheet to all distribution points explained Club BeerTender. By sending out direct mails with discount coupons, which could be checked at these selling points, the distribution channels were helping Heineken to sell more casks.

Back to back

THE ORIGINAL?

Traditional Thaï Massage - 2005

Agency : Leo Burnett (Slovenia)

LESS ORIGINAL :

Revita “Relax with Shiatsu” - 2009

Agency : Fields (Brasil)

Amtrak:::Less hassle with Amtrak

BRAND OWNER:Amtrak
CATEGORY :Travel/Airlines
REGION :USA
DATE :2008

Unlike Europe and Asia, Rail travel in the US is not a dominant mode of transportation. In fact, over 98% of all US consumers are aware of national railway company Amtrak, but only 4% choose rail on any given year. Amtrak needed to change perceptions and get people to travel by rail instead of car or plane.

The rise in fuel prices in 2008 and subsequent financial toll it took on airlines and car travel created a perfect environment for Amtrak to change perceptions, targeting consumers at frustrating moments in their travels.

Amtrak targeted passengers at airports in the terminals, the baggage claim areas and the highway just outside the airports as well as taxi tops.

Amtrak could not purchase signage inside the gate area, so it ambushed it by gaining exclusive access through log-in wi-fi screens at regional airports and in CNN’s airport feed in 40+ airports to keep Amtrak in mind when passengers were delayed.

Amtrak also targeted petrol stations along the east coast of the USA, with a geo-targeted media buy in more than 1,500 gas stations – all two miles from the interstate, or 5 miles from an Amtrak station.

While consumers shelled out $4 a gallon for gas, they were reminded of Amtrak by ads on gas toppers and nozzle pumps.

Amtrak also sponsored local TV and radio live-read of traffic and weather report as well as search. As a result the number of people riding the train rose by 11.1%, with revenues rising by 14.2%. 27% of first time customers stated they would not have taken Amtrak had they not seen or heard the advertising.

Finally online bookings saw a 300% increase while cost per click decreased almost 50% and cost per booking dropped 88%