Check this out. Keep clicking on it.
Just when Twitter was up for its great and very useful moment in the sun….
It erm… breaks down and falls over.
Oh well, at least Facebook and WordPress and Sky and The BBC and every newspaper website in the world carried the story.
Good work guys. Lovely spoof of the Tiger Woods Nike Commercial.
And here’s the original in case you haven’t seen it. A masterpiece.
I’m grateful to Will for sending me this peach from The Ad Contrarian’s blog.
It’s true, us account men/planners can make life more complicated than necessary sometimes.
As this briefing conversation will show.
The phone rings:
RUTHIE: Robert, it’s your Aunt Ruthie.
ROBBIE: Hi Ruthie.
RUTHIE: Hello, darling.
ROBBIE: What’s up?
RUTHIE: I’m calling to ask a favor.
RUTHIE: My pickles are selling very well, and Big Save says they’ll put them in their supermarkets all across the country, but I have to do some advertising. So I thought as long as my nephew is a big shot advertising man, maybe your company could make an ad for me.
RUTHIE: So here’s what I want the ad to say… Aunt Ruthie’s Pickles are homemade, they taste wonderful and we use fresh ingredients.
ROBBIE: Well, okay, but we really need to think a little more about this.
ROBBIE: Well, first we need to understand the consumer.
RUTHIE: The consumer?
ROBBIE: It’s a…a person who buys things.
RUTHIE: Everyone buys things.
RUTHIE: So how is a consumer different from a person?
ROBBIE: Um…it’s not
RUTHIE: So why don’t you just call it a person?
ROBBIE: Okay, so it’s a person.
RUTHIE: Okay so you have to understand this…person. Why?
ROBBIE: So we can know how they use your product.
RUTHIE: They eat it. How else do you use a pickle?
ROBBIE: Well, yeah…but why do they eat it?
RUTHIE: Because it tastes good. (PAUSE) Robbie, are you okay?
ROBBIE: I’m fine. You see, we have to analyze who we should be talking to in our advertising. We call that a target audience. Should we talk to women 18-49 or men 25-34 or…?
RUTHIE: Why don’t we just talk to people who like pickles?
ROBBIE: Well you see, the perception of your brand has to resonate…
RUTHIE: My what?
ROBBIE: Your brand…it’s the personality of your product…
RUTHIE: My pickles have a personality?
ROBBIE: Well, it’s not the pickles that have the personality, it’s you, it’s Aunt Ruthie’s Pickles…
RUTHIE: My personality? I’m a pain in the ass. What the hell does anyone care about my personality?
ROBBIE: But Aunt Ruthie’s is your brand.
RUTHIE: I thought Aunt Ruthie’s was my name.
ROBBIE: And your name is your brand
RUTHIE: So why don’t you just call it my name? (PAUSE) Robert, are you having that problem you had back in college?
ROBBIE: You know I’ve committed to never doing that again…
RUTHIE: So why are you talking like this? Is this how you talk in your company?
ROBBIE: Well, yes. You see, Aunt Ruthie, we believe advertising isn’t really about selling your pickles. It’s about creating a relationship with your brand by having integrated communications that create advocates by over-delivering on brand expectations and creating relevant brand conversations…
RUTHIE: You know, honey, your cousin Stanley majored in English, maybe I’ll just ask him to write the ad..
ROBBIE: No, no….I’ll..
RUTHIE: Robbie, darling, you know I love you, right? And I would never say anything to hurt you. But listen to me, darling. You people are crazy.
For those of you fed up with working in print media in the UK this might be your dream job which was sent to me by Stephen Tait from Down Under.
For those of you who missed my earlier post about Twitter you might have missed the burgeoning debate. It really is getting quite heated. Do feel free to join in here.
We’re up to 55 comments so far.
Imagine stumbling upon this idea.
It’s a Malaysian ad for Jeep and I think it is absolutely astonishing.
Think about it.
“Only a Digital Britain can unlock the imagination and creativity that will secure for us
and our children the highly skilled jobs of the future. Only a Digital Britain will secure the
wonders of an information revolution that could transform every part of our lives. Only a
Digital Britain will enable us to demonstrate the vision and dynamism that we have to
shape the future.”
Rt Hon. Gordon Brown MP, Prime Minister
OK. Let’s see some action then.
First it was Toyota leaving GRP. Then HBOS vacates Newhaven. Now Subway departs Frame.
Add to the that the demise of Pointsize Wolffe and Graphic Partners last week from the design sector and we are witnessing something close to carnage.
Sure, we’re keeping calm and carrying on and, true, some of this may reflect the changing of the guard, particularly in the design sector, but it doesn’t make for pretty reading and my heart goes out to all of those guys who’ve seen important business, and in fact their entire business in some cases, vacate the premises.
Stick in there folks.
Well. Two days in a row I featured in stories in The Scotsman. How odd.
Yesterday it was a story about branding…
Sweet tooth helps fight the recession
In recession-hit Scotland, consumers are splashing out on sweet favourites, and sales of familiar brands such as Irn Bru and Tunnocks tea cakes and caramel wafers are on the rise.
There are plenty of signs the shopper is cutting back on big-ticke
with Investec, one of the reasons for Barr’s strong performance was the cosy familiarity of the Irn Bru brand,
“There seems to be a resurgence of people going back to brands they trust,” says Mallard.
Mark Gorman, head of thinking at Think Hard believes that Irn Bru is a “fabric brand”, which has survived the test of time and is “fixed in the commercial psyche”.
These are not the cheapest in the shops but to consumers they signal reliability. Scottish brands which he believes make the grade include Irn Bru, Mothers Pride bread, Tennent’s lager, Lees’ macaroons , and of course, Tunnocks.
“Although people will cut back and look for cheap brands, you do tend to find in a recession they are still willing to pay more for branded goods in certain staple ranges,” Gorman says.
Can a fizzy drink really be considered a staple food? In Scotland, he says, it is.
“They are the important things in life, because they do trust those brands. You wouldn’t want to drink own-brand Irn Bru, would you?”
Fergus Loudon, the sales manager for teacake makers Tunnocks, says the group has come back from a slower-than-normal start to the year and its factory in Uddingston is “back to seven days a week”.
He adds that it is the trust people have in the brand as well as the need for a little sugary comfort that drives sales.
Loudon says: “To a degree, it is confidence in the older brands. The likes of ourselves, Barrs, Baxters, Walkers – they are all iconic Scottish companies and they have been around for a long time. I think the consumer can relate to that and they have confidence in the stronger brands.
“They think: ‘Ah, that is good – I haven’t had one of those for a while.’ It is comfort eating. In times of hardship, people will always treat themselves to a treat, whether it is a caramel wafer or a can of Irn Bru.”
However, Roger White, chief executive of AG Barr, takes a different view. He dismisses the “comfort factor” although he agreed people reach for the brands they know when they are feeling shaky.
“It is not about comfort eating or drinking, but people stick to what they know when they are lacking in confidence and they stick to things which are relatively affordable.
“Our brands are just known or affordable. It is easier to turn down things you are less certain of if you lack confidence. You tend to stick with something you know,” White maintains.
Mark Bradford, managing director of James Allan Bakeries, a traditional seller of pies and cakes in the West of Scotland, is surprised by the growth in demand for treats – as long as they are cheap.
Bradford says that sales of savoury pies have enjoyed a resurgence but it is the cream cakes that have sold particularly well.
“Good sellers at the moment are cream cakes, which until recently were not that popular. But they have grown in popularity. You could call them a comfort food, I think people are treating themselves to low-cost treats, which our types of products are.”
In addition to selling sugary sweet nothings, AG Barr also enjoys the benefits of having a strong core market – loyal Scottish consumers.
Gorman believes that loyalty in the home market is a key benefit to companies such as AG Barr which has expanded in the UK and more recently, into Russia.
“It gives backbone to your balance sheet if you know that come what may, you are still going to hold brand leadership in your original territory. That gives you some confidence to build from there. Irn Bru have done that brilliantly in the last 20 years,” said Gorman.
And today it’s a Story about Ellis Watson’s move to First Group…
Watson swaps Menzies post for key role at FirstGroup
It is understood Watson is being groomed as a possible successor to FirstGroup’s founder and chief executive, Sir Moir Lockhead, 64, who is expected to retire within the next couple of years.
Last month The Scotsman reported on the gap in the First- Group’s succession plan following the departure of chief operating officer Dean Finch.
But the appointment of Watson, who has turned Menzies around in his four years at the company, will increase speculation that he is in line to succeed Lockhead. Reinforcing Watson’s high standing, Menzies yesterday made it clear how highly they regard the former Mirror Group executive.
John Geddes, group comp any secretary for Menzies, said he was “sad to see Ellis go”.
Geddes refused to comment on Watson’s role at FirstGroup, which has been in and out of the blue chip FTSE 100 index of top British companies.
But he added: “Ellis is going to join a company which is pretty much FTSE 100. Ellis is an ambitious guy and I am sure he has got a plan.”
William Thomson, chairman of Menzies, gave an unusually effusive tribute to Watson in the company’s statement to the Stock Exchange, crediting him with having “revolutionised” Menzies’ distribution business.
Thomson also welcomed Watson’s replacement, David McIntosh, who has been with Menzies for 19 years.
Watson joined Menzies four years ago from Trinity Mirror where he was managing director, national newspapers, under chief executive Sly Bailey.
A close friend of former Sun editor Kelvin McKenzie, Watson was also involved in firing Mirror editor Piers Morgan after the Iraq prisoner photo hoax. He was best man at Morgan’s wedding weeks later.
Lockhead said Watson, who will take up the position in August, would be of “great benefit” to the group’s plans for future growth. Paul Moore, First- Group’s communications director, yesterday played down speculation that the company’s plans to eventually replace Lockhead.
“I think it looks like another great member of the senior management team,” said Moore.
But Moore said FirstGroup was “excited” about how Watson would promote the FirstGroup brand in addition to his management of the group’s operations.
Watson said in a statement last night: “I’m as flattered as I am excited to be joining FirstGroup. It’s an enormous and successful company and I’m pleased to be joining a team that seem intent on making it even more so”.
FirstGroup is one of the world’s largest public transport companies, operating trains and buses in the UK, US and Europe.
Trading in FirstGroup shares was up slightly to 382.25p while shares in Menzies were up even further – 2.7 per cent – to 133p.
‘Ellis is empathetic … and funny’
MARKETING “guru” Mark Gorman last night predicted that new FirstGroup director Ellis Watson can make the bus and train business “sexy”.
Gorman, the “head of thinking” at marketing consultancy Think Hard, praised FirstGroup chief Sir Moir Lockhead, as “brilliant”. But he insisted Watson would bring something different to the Aberdeen-based business.
Gorman told The Scotsman that people “love” Watson and like working for him.
He explained: “First Group are a great group. They are fantastically acquisitive, creative and dynamic. They export well. They have done really well in the States. They are one of the companies Scotland should be most proud of. Moir has been a brilliant leader for the business.”
He continued: “Bringing someone like Ellis in is a really interesting move. He is empathetic. And funny, he is a great speaker. If anyone can make travel sexy it would be Ellis.”
Gorman, who is head of business development at STV, said that First with Watson on board could challenge the major UK transport groups including Richard Branson’s Virgin, Michael O’Leary’s Ryanair or British Airways.
He added: “The problem with First is they built their brand in quite a product-based way, in a functional way.
“For the size of the business, they have disproportionately under-invested in building the corporate brand.
“I don’t think it has a massive amount of brand equity, not like a British Airways Not even like Ryanair and Michael O’Leary.”
Gorman said there were “a lot of great people and individuals in the travel sector” including Branson and easyJet found Sir Stelios Haji-Ioannou.
He continued: “There’s four big brands that have got very high-profile brand leaders. First has done it much more under the radar.”