The Economic Impact of LOTR


It’s hard to believe that it’s been 75 years since J.R.R. Tolkien first imagined the inhabitants of Middle-earth. Tolkien said he originally wrote The Hobbit, with its adventures of halflings and goblins and elves, to amuse his children. He ended up writing a story that would last for generations, though, and the three-volume novel that followed — The Lord of the Rings — cemented his place in literary history. With more than 150 million copies sold, the trilogy is one of the best-selling novels ever, and today it stands as one of the highest-grossing franchises of all time.

The economic impact of Tolkien’s masterpiece is difficult to fathom, but the brand is obviously a goldmine. Today’s readers are as enraptured with the against-all-odds heroics of the hobbits as they were over 50 years ago. And New Zealand, home to the locations from Peter Jackson’s film adaptations of Lord of the Rings, has seen an explosion in tourism. (Jackson’s three movies grossed almost $2 billion worldwide.) Additionally, businesses from movie theaters and toy and game manufacturers owe Tolkien a debt of gratitude.

Check out the latest video from to see the breakdown of the economic impact of this fantasy epic. With the arrival of The Hobbit: An Unexpected Journey in movie theaters, the franchise doesn’t look to be slowing down any time soon.

Video Transcript Seguir leyendo “The Economic Impact of LOTR”

Heineken Rugby World

‘Continental Shift,’ an advertising campaign starting the countdown to the opening game of Rugby World Cup 2007 in Paris on September 7th. Heineken will once again be the Official Beer of the Rugby World Cup and holds Official Sponsor status.

Supporter roars a war cry in Heineken Rugby World Cup TV ad

Referring to their new campaign theme ‘One World, One Cup, One Beer’, Heineken presents a TV commercial in which thousands of fans from all over the world show their passion for the game of rugby and for Heineken beer. The television commercial was shot in a number of iconic locations around the world, and is based around the idea that rugby fans will do anything to get to Rugby World Cup 2007. The result: they scrum down together to shift the world’s continents closer to Paris.




Click on the image below to play the video in YouTube



Melinda Eskell, Manager Heineken Brand Communication commented, “Bates Singapore have done a great job with the new campaign. It creates a unique atmosphere around the tournament and will bring enjoyment to Heineken rugby fans around the world. We want to show the epic nature of this world-class event and our world-class beer. It’s all about fans, the game and our beer working as one to literally bring the world closer together. Seguir leyendo “Heineken Rugby World”

QR codes encourage more recycling
QR Codes help encourage recycling

The Whangarei District Council in New Zealand is using mobile and prizes to boost their programs.

A new promotion from the Whangarei District Council in New Zealand is taking a mobile friendly approach to promoting the use of its recycling program by using QR codes to give people the chance to win prizes when they recycle properly.

The six week program will run until December 3, to draw attention to the new permanent bins.

The permanent recycling bins will be located on the city streets, as well as one at Tutukaka on the foreshore. They will each feature QR codes that can be scanned by smartphone using recyclers, so that they can enter into draws that win points that will earn different types of prizes.

The QR codes recycling campaign is joining the “It’s a Karma thing” campaign by Love NZ.

The council has joined forces with the Love NZ campaign program called “It’s a Karma thing”, which allows QR codes and GPS technology to be used for scanning bin codes in order to earn larger numbers of “Karma Kredits.”

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007 taste for beer… a Heineken of course!

IDEA: James Bond doesn’t always drink beer. But when he does, he prefers … well, Heineken. With apologies to Dos Equis, 007 is the original “most interesting man in the world.” And he declares his allegiance to the Dutch lager in a new global campaign from Wieden + Kennedy timed to the release of the latest Bond movie, Skyfall.

It’s a natural fit for Heineken, whose recent global ads “The Entrance” and “The Date” each focused on an intriguing male lead—the brand calls him its “Man of the World”—who is Bond-like in his charm, ingenuity and worldliness. The hero of the new 60-second spot is mistaken for Bond himself as villains chase him through a train that’s roaring through the Siberian wilderness. Daniel Craig and the new Bond girl, Bérénice Marlohe, make cameos, but it’s the Heineken man who outwits his adversaries—earning himself a beer from 007 and a mysterious briefcase from Marlohe.


“The Bond films have always been aligned to Heineken’s international, premium image,” said Cyril Charzat, Heineken’s senior global brand director. “In this campaign, we see the charm and resourcefulness shared by James Bond and the Heineken Man of the World, which allows him to momentarily step successfully into Bond’s shoes.” Seguir leyendo “007 taste for beer… a Heineken of course!”

Pay To “Highlight” Your Facebook Status Updates To More Friends – A Reckless New Ads Test

Highlight Featured Image

Only 12% of your friends see your average status update, but Facebook is testing an option called “Highlight” that lets you pay a few dollars to have one of your posts appear to more friends. Highlight lets the average user, not Pages or businesses, select an “important post” and “make sure friends see this”, but not color it yellow as Stuff wrote when it first spotted the feature. A tiny percentage of the user base is now seeing tests of a paid version of Highlight, but there’s also a free one designed to check if users are at all interested in the option.

Highlight could show Facebook’s willingness to try more aggressive ways of making money, which should delight potential investors. But Facebook is playing with fire here. The service has always been free for users, and a pay-for-popularity feature could be a huge turn off, especially to its younger and less financially equipped users who couldn’t afford such narcissism.

The official statement from Facebook on this is:

“We’re constantly testing new features across the site. This particular test is simply to gauge people’s interest in this method of sharing with their friends.”

I doubt Facebook is going to see positive reactions to Highlight, but if it did it could turn into an unpredicted revenue stream. Just the fact that Facebook would test this could bolster confidence for potential IPO investors. They want to know the company is interested in striking a more advertiser-friendly balance between a pure user experience and the goals of advertisers. That’s especially important now, as yesterday Facebook had to warn investors that its ad business is in jeopardy as more users access via mobile where it doesn’t show nearly as many ads.

But the problem is the potential for Highlighted updates to reduce the general relevance of the news feed. Facebook’s news feed sorting algorithm is designed to show you posts by your closest friends or that have received a lot of Likes and comments. Highlight distorts this, and will encourage news feed spamming club promoters, musicians, small businesses, or anyone else with something to gain from more clicks.

HOW HIGHLIGHT WORKS… Seguir leyendo “Pay To “Highlight” Your Facebook Status Updates To More Friends – A Reckless New Ads Test”

El renacer de los calentadores de pene croatas | Partida para Ideas del Sur, destinatario Soñando por Bailar…


Historia de  |
me ¨tapo¨ el agua… 

Los calentadores de partes nobles es una pieza tradicional de la ropa europea que fue utilizada históricamente por los croatas para pertrecharse para largos paseos a caballo y que usaban los pastores de los valles. Eran muy populares en la remota región montañosa de Mrkopaljdonde las esposas tejían con amor estos protectores térmicos para ayudar a sus maridos frente a las heladas de la zona. Seguir leyendo “El renacer de los calentadores de pene croatas | Partida para Ideas del Sur, destinatario Soñando por Bailar…”

How to Improve Your Innovation Metrics

This post was written by Tim.

We’ve written a few posts criticising some of the more common innovation metrics in use, so I thought it would be smart to outline some ways that we can actually develop more effective metrics. Here’s a story that might help:

A while ago I was in charge of managing student recruitment for a tertiary education institution. One of the first things I looked into when I started the job was metrics – how did we measure how well my section was doing? The answer was one number: total number of enrolled students each year. The job that I was given was to increase that number by as much as possible (which begs all kinds of questions about quality, teaching and so on, but let’s set those aside for now…).

The problem was that managing that number as a standalone was hard. Well, impossible, actually. So I looked into what other numbers we had, and I found a that we had measures for total applications received, and total enrolments. I worked with my teams to figure out the path that people took to become students, and we then also figured out a way to measure enquiries. Once we had these numbers, here’s what we did:

We made three metrics: total number of enquiries, the ratio of applications/enquiries, and the ratio of enrolments/applications. Then I made the marketing team responsible for enquiries, the information team responsible for applications/enquiries, and the enrolments team responsible for enrolments/applications. Seguir leyendo “How to Improve Your Innovation Metrics”

Designing and Producing Creative Business Cards: Techniques and Details

Plenty of creative business card showcases are available out there. Many of these are beautifully done and well thought out, and they serve as inspiration for those who would like their business card to be more than the standard rectangular piece of paper. Yet little explanation accompanies these examples, and figuring out just how to bring your idea to life can be overwhelming, to say the least. This guide is meant to help you decide which technique is right for you, how to correctly prepare the files and what to look for in a printer.

General Advice

Content Goes First

I never tire of repeating this to anyone who will listen. Don’t base your business card design on the fact that your printer has a special limited-time offer on round corners or metallic inks.

Think in terms of what the design will add to your message. Tempted to use rounded corners just because the cool kids are doing it? Maybe your card would stand out more by not using this technique.

Why do you want metallic ink? Do you think your name would really stand out in gold, even though your message is all about technology and recent code developments? You may want to rethink that. Or do you sell hand-crafted jewelry and want a design that reflects your latest silver creation? Then the silver ink might be the perfect solution for you after all.

The back of a business card is often ignored, but it can be a great place for extras that make your card even more memorable. Make it relevant to what you do, and make it useful if you can. You could include tips or a quick how-to guide relevant to your product, offer a free consultation, add a reminder for a date when you will offer discounts, or invite loyal customers to collect a stamp every time they purchase from you. Think of something that would make them want to hang onto your business card and consult it often. If you think the back should be reserved for note-taking, why not mark a few dotted lines, titled “Notes,” rather than leave it blank?

Talk to Your Printer

No one knows more about the techniques and materials available—and new ones come out all the time. Generally, printers are more than happy to give you all the industry news and advise you on techniques and materials. (If yours isn’t, you might want to look for a new printer.) If you learn a little about how they operate, they will appreciate it and be even more willing to help.


While this article focuses on custom shapes and sizes, keep in mind standard sizes, too. Card holders are made to fit standard size cards, and I have often heard comments like, “If a business card doesn’t fit in my wallet, I don’t care how beautiful it is, it’s going in the trash.”

The standard sizes are 3.5 x 2 inches in the US and Canada, 85 x 55 mm in the European Union and 90 x 55 mm in Australia, New Zealand and Scandinavia. Or you could use a standard credit card as a reference, which about 85 x 54 mm or 3.34 x 2.25 inches.

Unless you have some other use for your cards in mind (for example, a bookstore’s card that doubles as a bookmark), you’ll want to stay within those dimensions. Smaller is okay, but anything too big won’t fit in most pockets, so consider going bigger only if you have reason to believe your cards will not be stored in wallets or holders.

Do you have the perfect idea but don’t know what to do with it? Maybe you’ve heard about die-cutting, varnishes, metallic inks, letterpressing and special materials but are unsure what they are exactly or which one is for you? Let’s jump into the different techniques!


Any card (or any printed material for that matter) that isn’t a standard rectangle or that has holes in it is created by a technique known as die-cutting. A metal template is prepared and is used to cut the paper in the given shape. The easiest way to think about this is to picture a giant hole-puncher, except that the holes are not necessarily round, but rather whatever shape you want them to be.

This means that, in addition to the artwork, you will need to provide the printer with a custom shape to “punch out” your cards.

The result can be as simple a round hole in the center of your card or as complex as a three-dimensional pop-out.

Optimum in Designing and Producing Creative Business Cards: Techniques and Details
This simple and effective design makes use of the round hole on both sides of the card.

Bizcards03 in Designing and Producing Creative Business Cards: Techniques and Details
This card takes the shape of the product. Instant recognition!

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Tobacco firms ‘may be illicitly advertising on YouTube’

A New Zealand researcher is claiming that the tobacco industry may be using YouTube to push its products surreptitiously.

Dr George Thomson of the University of Otago says that despite vehement denials and a voluntary industry agreement, tobacco companies may be uploading videos with pro-smoking content.

YouTube says it doesn’t accept paid-for tobacco advertising, but it doesn’t ban smoking related content.

Thomson searched through the first 20 pages of video clips containing any reference to five tobacco brands – Marlboro and L&M, marketed by Philip Morris; Benson and Hedges, marketed by both British American Tobacco and Gallagher; and Winston and Mild Seven, marketed by Japan Tobacco and Reynolds.

The team analyzed 163 clips altogether – and say more than 20 appeared to be “very professionally made”.

Almost three quarters of the content found was classified as pro-tobacco, with less than four percent classified as anti.Seventy percent of the clips contained brand images of people smoking branded tobacco products, and most had brand content or the brand name actually in the title. Seguir leyendo “Tobacco firms ‘may be illicitly advertising on YouTube’”

Coca-Cola India hands US$44m media account to Lodestar Universal McCann

By Marie Green on Aug 9, 2010 (7 hours ago) filed under Media, India

NEW DELHICoca-Cola has appointed Lodestar Universal McCann to its media account following a competitive pitch reported last week.

Coca-Cola India hands US$44m media account to Lodestar Universal McCann

The pitch, which sees incumbent Madison Media ousted after 11 years on the account, also included Starcom, Carat and TME.

Madison has handled the business, worth a reported US$44 million, since 1999. Coca-Cola currently works with Starcom in China and UM in Hong Kong, Malaysia and Korea. Carat handles the account in New Zealand.

The account shift from Madison to Lodestar UM will be completed by the end of the year.

Lodestar UM will be reponsible for providing integrated communications planning, media execution, strategic analysis and media tracking capabilities for Coca-Cola’s entire portfolio of beverages. Seguir leyendo “Coca-Cola India hands US$44m media account to Lodestar Universal McCann”

Coca-Cola India reviews US$44 million media business

NEW DELHICoca-Cola India has put its media business up for review, with sources indicating that only agencies with a global relationship with the brand are involved.

Coca-Cola India reviews US$44 million media business

Coca-Cola India’s media business is currently handled by Madison Media. The agency was appointed to the account, reportedly worth US$44 million, back in 1999.

Global agencies on the beverage giant’s roster include UM, Starcom and Carat. Along with Madison Media, all these agencies are believed to be involved in the pitching process. Seguir leyendo “Coca-Cola India reviews US$44 million media business”

17 more countries get the iPhone 4 on Friday

Like a swart rider thundering across the forests of Saskatoon, the green plains of Europe and the misty steppes of Asia, the black iPhone 4 is entering Australia, Austria, Belgium, Canada, Denmark, Finland, Hong Kong, Ireland, Italy, Luxembourg, Netherlands, Norway, New Zealand, Singapore, Spain, Sweden and Switzerland on Friday, adding to those countries’ already high happiness indices.

Not much more than that (I’m sure your local blogs will share with you the local prices in drachmas, pesos, pfennigs or whatever it is Sweden uses and we’ll put them here when we grab them) but get in line now. After all, World Cup is over so you guys have plenty of time.

Simon, our local Australian, reports that he expects it to cost “It’s usally about $1000 for the 32GB” and he is so happy but he told us “I wish it ran Android.” Dream on, Simon! Seguir leyendo “17 more countries get the iPhone 4 on Friday”

Playboy launches ‘nudity-free’ website The Smoking Jacket

Playboy debuted its new ‘safe for work’ nudity free website The Smoking Jacket on Tuesday in a bid to remain competitive online following two years of less than stellar financial performance.
Playboy launches 'nudity-free' website The Smoking Jacket

“Cube dwellers and office drones alike shall rejoice at this fun, sexy, satirical antidote to the drudgery of the work day,” said Playboy editorial director Jimmy Jellinek in a statement.

The Smoking Jacket is geared toward the blogosphere, with short posts and links to viral content from other sites.

The site bills itself as ‘Your safe for work source for sexy and funny videos, lifestyles articles, dating advice, celebrity gossip and more’. Articles featured on the site include ‘How to get laid at work’ and ‘Sexiest, sloppiest and funniest viral moments from the 2010 World Cup‘. The content is categorised into Girls, Entertainment, Sex, Videos and Lifestyle. Seguir leyendo “Playboy launches ‘nudity-free’ website The Smoking Jacket”

‘Call Yourself a Fan’

Every fan of Super 14 rugby has, at one time or another, yearned for a life-size aluminium statue of themselves on public display. But up until now, how could these sporty sculpture-lovers turn their dreams into a corrosion-resistant reality?

Step forward the latest online campaign from adidas, centred around Super 14 (the Tri Nations rugby tournament between Australia, New Zealand and South Africa). Seguir leyendo “‘Call Yourself a Fan’”

Springwise / News

A few months ago, we covered nAscent Art, which offers a wedding registry service for original art, allowing friends and relatives to make donations towards buying a piece of art for the happy couple. While nAscent was limited to work by New York artists, Giwaza is a gift registry for any piece of art. Launched as in 2007, the California-based site now returns rebranded, and with improved functionality and security.

Giwaza offers a few ways to go about arranging a collective gift. Visitors to the website can choose a piece from a gallery of work by participating artists and dealers. Alternatively, if anyone spots a piece of art elsewhere that they’d like bought for them, they can submit the details to Giwaza, who will contact the seller to make arrangements for a collective purchase. Finally, consumers who know they want some artwork but haven’t yet decided on a particular piece can set up a fund for donations, and fill in the blanks at a later date.

Operating outside the domain of traditional wedding registries—which typically don’t feature a wide range of art—Giwaza paints an attractive picture for celebrants looking for a unique memento for a special occasion. Giwaza takes a commission using a graduated scale: 19% of the first USD 5,000, 13.5% of the next USD 5,000, and so on. When shared between a group of contributors, this may seem a price worth paying for a gift with a status story. Are there other original gifts missing from registries?


Spotted by: Andrew Damron

When we wrote about Gramlee’s while-you-wait editing service back in 2008, we noted that there was still widespread opportunity for other contenders. So it wasn’t too surprising recently to come across Wordy, a Danish company that provides quick-turnaround editing of a variety of documents written in English.

Academic text, corporate literature, blog posts and web content are all among the categories of copy that Wordy’s professional editors can handle, with specialized staff available to work on material focused on specific subjects. Clients simply paste their text or upload a file onto, or use a plugin for integrated editing (the company offers a plug-in for WordPress, and an API for use with other publishing platforms). Wordy then instantly returns a free price quote along with an approximate delivery time—EUR 7.68 for 26 minutes of editing on a 440-word document, for instance. If the client accepts, a Wordy copy editor quickly checks the text for grammar, spelling, punctuation and structure—the company can currently accommodate both UK and US English—and returns it in ready-to-publish form. After that point, the client has two business days to accept the work or request a re-edit.

Wordy’s 100-plus editors have already edited close to 80,000 words, with an average speed of roughly half an hour for a 400-word document. Over the course of this year, meanwhile, the company is hoping to scale its platform to begin editing documents written in other languages as well. One to try out—or get involved in?


Spotted by: John Greene Seguir leyendo “Springwise / News”