Archivo de la etiqueta: Procter & Gamble
El crowdsourcing es un fenómeno relativamente reciente en nuestro país, que tiene su origen en Estados Unidos, y que cada vez cobra más presencia en Internet. Este término, acuñado por Jeff Howe, escritor y editor de la revista “Wired”, surgió como una forma de externalizar trabajos y de aprovechar las mejores ideas de un colectivo a través de Internet, pero gracias a su éxito se ha transformado en un modelo de negocio en el que ya confían muchas empresas de diferentes sectores de actividad. Sigue leyendo
Adam Woods | //brandrepublic.com
As many advertisers were forced to cut back last year, so media owners probably comforted themselves with the thought that no part of the industry was immune to the effects of the UK’s deepest recession since the 30s.
However, the latest research shows that digital media have, to some degree, managed to ride the storm. According to Nielsen, overall internet adspend rose from £461.4bn in 2008 to £506.3bn in 2009 – a 9.7% year-on-year increase. While half of the UK’s top 100 online advertisers cut their media spend in 2009, more than 80% of them increased their internet investment; many of them attracted by the prospect of solid ROI at a time when they were striving to cut marketing costs.
More for less
Regardless of the effects of the recession, there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success. By its own reckoning, Moneysupermarket.com, the 10th-placed online advertiser in the list, spent 22% less on its marketing last year, including search, but was still able to attract 14% more customers.
‘For us, it has become less about how much you spend and more about what you say and how you say it,’ says Ian Williams, the brand’s director of communications.
In a handful of sectors there was a sharp reduction in internet adspend. While they continue to make extensive use of the channel, media/entertainment brands collectively cut their budgets for online marketing by almost 16%.
Other sectors where big falls occurred include retail, which spent 42.3% less, and the property and pharmaceutical sectors, which made reductions of 45.5% and 55.2% respectively. However, while property and pharmaceuticals cut their marketing across the board last year, retailers raised their budgets overall; this suggests that online price deflation has enabled advertisers in this sector to make significant savings. Sigue leyendo
Google, Microsoft, Yahoo Dish on Integrated Solutions for Reaching Customers across Online Landscape
Mitch Spolan, VP of North American Field Sales & Advertising Agencies, Yahoo
There’s display, content and search. What if we leveraged all the screen space, told a story, and made an emotional connection? The idea’s not far from Tim Armstrong’s point that only 18% of online space is used for content. In this case, the content is mostly referring to advertising. He showed a compelling example with Chevy showing a major spike in brand recall and Yahoo! Buzz with an immersive takeover of Yahoo’s login screen.
Carolyn Everson, CVP, Global Ad Sales & Strategy, Microsoft
Their DNA is to be a partnership company. Then consumers started making their own IT decisions. With that revolution, Microsoft is reinventing how it approaches advertising and the marketplace. Microsoft is 3 different companies: a technology company, a marketer (spending $2 billion a year), and an advertising company. Its focus is now on innovating with marketers
Jim Lecinski, Managing Director, US Sales, Google
Google discussed the Zero Moment of Truth (ZMOT) – a moment before consumers ever encounter a product on a shelf, something before what Procter & Gamble called the First Moment of Truth (FMOT) where consumers have that initial experience. Google can target consumers where they are and where they’ve been. The concept is integration at a concentrated, pre-planned effort. Read more about ZMOT on Google’s CPG blog. Sigue leyendo
MARKETER OF THE YEAR 2010
By Jim Edwards
Photograph by Tim Llewellyn
In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly through a magazine. “Old Spice,” the woman muses in a breathy internal monologue. “It’s a nice smell to snuggle up to.” The scene cuts to a younger woman walking through a city park with fountains—she’s the classic NYU student type, once a staple of Woody Allen‘s movies back when Woody Allen’s movies were funny. “That Old Spice—wow!” she thinks aloud. “He sure knows what he’s doing!”
You could reshoot that spot today for its unintentional comic value and it would fit right in with Procter & Gamble‘s current efforts for Old Spice, the seemingly ubiquitous “Smell like a man, man” campaign. Sigue leyendo
- Elaine Wong
Xerox is prepping a new campaign, via Y&R, New York, as part of an effort to position itself as more than just a printer and copier maker. The effort spans TV, print, out-of-home and digital, and is one of the largest brand initiatives in decades for Xerox.
The move follows the company’s acquisition of Affiliated Computer Services in February, making it a bigger player in the information technology space. Valued at $6 billion, the deal nearly tripled Xerox’s services business, said chief marketing officer Christa Carone.
Dubbed “Ready for real business,” the campaign launches next Tuesday. Notable in the ads is Xerox’s use of well known brand mascots: Procter & Gamble’s Mr. Clean, Target’s Bullseye dog and the Marriott Hotels & Resorts’ bellman, to name a few. All of the icons featured in the ads are current Xerox clients, Carone said.
25 25UTC Agosto 25UTC 2010 por jabaldaia
Still from the ” 2nd Annual Open Innovation Summit ” I gathered from twitter via Jose Briones some tips left about the challenges faced by companies when looking for partners in innovation.
They are put here as reflections and hopefully help us to see where hovers often the inertia of some companies.
Surrender to uncertainty.
The information we receive or request is absorbed, but our minds have limitations. Too much information inhibits the meaning of data and makes use of a time incorrectly.
If it is difficult to find the ideal information (correct and legible) , the harder it is to make decisions based on collections of data without meaning and without purpose. It’s a battle is not won, only serves to consume resources and delay decisions.
Surrender yourself to your experience and decide.
Buy when rent is sufficient
As with housing, if our project at a given moment in life has a specific purpose, why buy a house?
Does the feeling of ownership is so strong that force me to buy a patent, or is there an alternative?
Overlooking the white space
The challenge begins with obtaining a clear understanding of the potential of the company. The attitudes of ease in the action lead to the demand outside of what can be done indoors.
The company must accept the challenges as they are – hard!
Look haystacks instead of needles
The perfectionist’s feelings are enemies of discernment when it translates into trying to collect all the possible elements for a decision or activity. A good challenge is to find a pre- definition of the elements to use. Companies and their agents often follow the philosophy that the more alternatives the better choice or decision, but the hype creates chaos. Sigue leyendo
GLOBAL – FMCG giant Procter & Gamble (P&G) has announced plans to use sugarcane-derived plastic on selected packaging for its Pantene Pro-V, Covergirl and Max Factor brands to increase its sustainability credentials.
The packaging is more sustainable because it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum, according to P&G, and is 100 per cent recyclable.
By launching this renewable packaging on some of its global beauty brands, P&G said it will “leverage its scale to deliver meaningful environmental improvements”. The pilot will be rolled out globally over the next two years, with the first products expected to be on retail shelves in 2011. Sigue leyendo
GLOBAL – The world’s largest advertiser, Procter & Gamble, has reported a 12 per cent drop in profit during the fourth quarter, after increasing its global advertising spend by more than US$1 billion in the past year, to US$8.6 billion.
The company said its profits had been affected by the marketing of several new products this year, including Pampers Dry Max nappies, the Fusion ProGlide razor and white tooth-whitening strips in the Crest 3D range.
A group of established content syndicators are concerned enough by these companies’ growing clout–and what they see as diminishing content standards on the Internet-that they are looking to do something about it.
Officials from the three-year-old Internet Content Syndication Council, which includes members such as Procter & Gamble, Reuters and The Tribune Company, are circulating a document that could eventually evolve into an official doctrine on online content syndication.
It’s early in the process, but ICSC leaders are exploring whether its members are interested in creating some sort of public set of quality guidelines for Internet content—or perhaps even an accreditation process for syndicated content. Sigue leyendo
At our seminar, done in conjunction with Publicis at last week’s Cannes Lions festival, we experimented with live scribing – the art of capturing a conversation in real time, in a visual and dramatic style.
And without further ado, we present to you the results. The wonderful Dan from Scriberia has added to, amended and tidied up his representation of ‘The Contagious Conversation’ into a handy, one-size-fits-all image for your future reference. Doesn’t it look stunning! Sigue leyendo