Cell sellers
Mobile advertising…expected to rise 10 fold by 2011, to $14Bn…is getting more creative

28 Apr 08

The Connector
Maria Mandel
Executive Director of Digital Innovation
OgilvyInteractive
New York,

Maria Mandel, 32, is the point person for emerging platforms at the interactive division of the global ad agency Ogilvy.

Read about The Connector and The Toe Dipper in Pink Profiles (click here)

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Moment to moment marketing
The power of email marketing…
Barneys case study

By Arianne Cohen, Fast Company Magazine

28 Apr 08
As far as e-commerce has come, it still remains in its infancy. A glance in any spam folder is proof positive that online retailers haven't yet refined their customer tracking. To wit: My spam box currently features Petco.com [advertisements for kitty litter (I'm a dog person), a Staples.com ad for Windows software (I'm a Mac girl), and four ads for Viagra (enough said).

But the emails from Barneys.com are different. Barneys knows that I like jewelry and yoga. My most recent Barneys email read, "Love it! Jennifer Meyer Ohm Necklace." I do love it.

Rewad the full story in Comment.

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The Ning network
Virtuous viral circles
Is this the most advanced
direct marketing strategy?

By Adam Penenberg,  Fast Company Magazine

27 Apr 08
Here's something you probably don't know about the Internet: Simply by designing your product the right way, you can build a $Billion business from scratch. No advertising or marketing budget, no need for a sales force, and venture capitalists will kill for the chance to throw money at you.

The secret is what's called a "viral expansion loop," a concept little known outside of Silicon Valley (go ahead, Google it -- you won't find much). It's a type of engineering alchemy that, done right, almost guarantees a self-replicating, borglike growth: One user becomes two, then four, eight, to a million and beyond. It's not unlike taking a penny and doubling it daily for 30 days. By the end of a week, you'd have 64 cents; within two weeks, $81.92; by day 30, about $5.4 million.

Story continued in Pink Tank (click here)

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Yahoo takes Shine
to women
One source of relevant information

6 Apr 08
Yahoo Inc. is launching a new site for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties.

Last week's launch of Shine is aimed largely at giving the struggling Internet company additional opportunities to sell advertising targeted to the key decision-maker in many households.

Amy Iorio, vice president for Yahoo Lifestyles, said internal research also shows women are looking for a site to aggregate various content and communications tools. "These women were sort of caretakers for everybody in their lives," she said. "They didn't feel like there was a place that was looking at the whole them - as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything."

Yahoo is entering a market already served by Glam Media Inc. and iVillage, a unit of General Electric Co.'s NBC Universal. It is Yahoo's first site aimed at a single demographic, although other Yahoo sites like Finance and Sports already draw specific audiences. With Shine, Yahoo plans to expand its offerings in parenting, sex and love, healthy living, food, career and money, entertainment, fashion, beauty, home life, and astrology. In yesterday's Shine Jodie Foster was interviewed, pic above.

Shine likely will replace the existing Food site over time, although Yahoo plans to keep its Health site operating to serve men and other age groups as well as women.

30 Mar 08
Leonardo DiCaprio, , is promoting the launch of HSBC's new line of green credit cards, which are made of environmentally friendly materials.

In a rare display of corporate promotion, DiCaprio paid his first visit to Hong Kong to help launch HSBC's new line of "green" credit cards. According to the bank release, the green card is made of environmentally friendly materials and uses digital bills to cut down paper consumption. Every transaction will also contribute to a local environmental protection project.

The launch is a joint project between HSBC and The Leonardo DiCaprio foundation. "This pioneering initiative will enable people of Hong Kong to make their own green mark each and every day," said DiCaprio.

Hitting the Asian city also gave Leo the opportunity to be on hand for the premier of his film, The 11th Hour. When asked specifically about the title of the documentary, here's what he had to say,

DiCaprio explained in a You Tube clip the benefits of the green credit card. He said: "Every time I buy a product, I know that a percentage is going to be given back to the environment."

The move highlights HSBC's plans to become a more environmental and sustainable company to enable it to compete with other banks on green issues.

Barclaycard already offers an eco credit card, called Breathe, which launched last year, and Virgin Money has announced plans to release an eco-friendly card, which will be made from biodegradable materials.

HSBC has also launched a climate partnership and claims it was the first major bank to go carbon neutral.

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Dove gets Fresh
with Alicia Keys
Campaign for Real Beauty
will extend into new fragrances

29 Mar 08
Unilever is introducing extensions to its Dove brand. It is investing £4m in the UK launch of Dove go fresh, a fragrance-driven collection of products aimed at women in their 20s.

The new range, which will also be launched in the US, has three variants - Refreshing, Energising and Cooling - with fragrances made up of grapefruit and lemongrass, waterlily and freshmint, cucumber and green tea.

The UK products will comprise three deodorants, two body washes, two handwashes and a cleansing bar. It is thought that a full range of body mists, body lotions and hair care in each fragrance variant will arrive during the year.

Unilever says the launch campaign, which will break in June, is "an extension" of its Campaign for Real Beauty and will use real women, not professional models, in the ads. It says that Dove go fresh is "designed to help 20-something women gain a fresh perspective" and claims that, according to Dove research, fragrances can lift the spirits.

A micro-series, starring singer Alicia Keys, forms part of the Dove go fresh campaign. The series is to be screened in three-minute episodes over a five-week period on MTV, during The Hills, a reality show aimed at young women

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Altogether now
Climate Group calls for brand CO2-operation

28 Mar 08
The Climate Group is calling on brands to unite to cut carbon dioxide (CO2) emissions. The group, which was set up in 2004 to bring governments and companies together to tackle climate change, wants more companies to join its We're In This Together initiative. The scheme was launched last year and aims to help every household in the UK cut CO2 emissions by one tonne within three years.

At present, ten brands, including Tesco, Marks & Spencer and BSkyB, are part of the co-operative, which celebrates its first anniversary at the end of April.

But David Hall, director for the Together scheme,says: "We want to get more co-operation going between businesses. It's about setting aside rivalries and trying to do things together.

We've already got M&S and Tesco [from the retail sector] and we are calling for more businesses to join."

As part of the campaign, Tesco pledged to sell 10 million energy-saving lightbulbs in the first year - up from the 2 million it sold in the previous 12 months. The retailer has not yet released sales figures for the lightbulbs, but it is thought to be set to hit its target.Other brands taking part include O2, British Gas and B&Q, which has cut the price of two of its best-selling insulation products.

So far 420,000 tonnes of CO2 have been saved since the launch of Together. The Climate Group is taking the initiative to the US and Australia later this year.
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New Wave cleansing
Neutrogena claims breakthrough
in deeper effect

27 Mar 08
Johnson & Johnson (J&J) is planning to bring ia new "power cleanser", Neutrogena Wave, to the UK. The company claims the product, which was recently launched in the US, is a breakthrough.

The battery-operated Neutrogena Wave, is a hand-held vibrating device, which is sold in a kit with 14 disposable cleansing pads, soaked with single doses of cleanser. The head of the unit has tiny Velcro-like grippers that hold the cleansing pads. The foaming pad is activated by holding the Wave under running water.

J&J says that the vibrating motion massages the cleanser deep into the pores and removes more dirt, oil and make-up than an ordinary cleanser. The company claims that users could see softer, smoother skin after one use.

J&J is supporting it with a significant marketing spend including heavyweight television advertising in the US. It is not known when the product will arrive in the UK.

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Elle to lead Revlon's health drive

26 Mar 08
Revlon has signed supermodel Elle Macpherson as its global brand ambassador. Macpherson will feature in a major advertising campaign as well as supporting the cosmetics brand's philanthropic activity.

The company says it has donated more than £32m to research, counselling and outreach programmes related to women's health and breast cancer initiatives.

Macpherson joins Academy Award-winning actress Halle Berry and fellow film star Jessica Alba as part of Revlon's current line-up of brand ambassadors.

Macpherson said: "I am proud to join Revlon in its long term commitment and support for education and research to advance women's health and particularly to fight women's cancers".

The company's brands include Revlon, Almay, Mitchum, Charlie, Bozzano, Gatineau and Ultima II.

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Ethical drives, need advocates Green issues complexity demands leadership from brand leaders e.g. M&S

Research by Starcom MediaVest Group reveals the latest insights on the dynamics of attitudinal change, explains why brands who lead consumer behaviour will win their support and loyalty, and identifies the moments at which people are most receptive to green and ethical messaging.

Which type are you? What responsibility level are you taking?Read the full story in ThinkEco (click here)

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FAME Index

Have M&S lost it?

Wonderful Waitrose simplicity leads the way

22 Mar 08

We have just conducted a comprehensive ad review of some of the latest UK magazines. Of the 86 ads reviewed 14 scored 8/10+ the buy appealest we've recorded in nearly a year of the FAME index.

Just as a reminder we rate Female appeal in terms of benefits; Attractive design; Memorable and Evocative and effective in terms of buy appeal.

Simplicity characterised the latest FAME Index review. Waitrose free range and chocolate eggs for Easter were brilliant scoring a mighty 9/10 for the 'go wild' theme. Other ads communicating a simple and effective message included: John Lewis spring into beauty; Specsavers and Love Aga (in purple!) in the full page version and the elegant Apple Macbook Air 'thinnovation' – terrific TV campaign too.

Outstanding in both simplicity and terrific message was the Wrap…'love food, hate waste' featuring a tearful pear…9/10. The Club Med 4 page insert in The Times magazine featuring mother and child on the cover was very different and communicated the 'happiness on holiday' message superbly…9/10.

Gillette's Breeze lady shaver was a brilliant treatment with a double page hit in Heat magazine. We also liked Yeo Valley's latest organic campaign.

M&S provided contrasting styles. We liked the 'minx and match' underwaer double feature, but  think their latest summer ranges are awful and very mumsy. The colour prints used on dresses are not only glaringly ugly but  once worn we doubt women would wear again for fear of seeing a friend or colleague wearing the same distasteful gear.

 
Have M&S lost it? They revolutionised lifestyle clothes ads with their iconic 'Your M&S' campaign…attractive and classy featuring top models…absolutely brilliant. These were extended with the 'Orient Express/Venice' theme…even better. The Christmas TV ads complemented the magazine ads too.

But now, the new 'summer' themed ranges look dowdy and tired…were they directed by a different team? Even the 'Lighthouse' TV ad spots are not up yo the same standard…yes they are jolly and light hearted but something is missing.

Another brand which seems to have lost its way is Nivea. They produced some stunningly effective ads in 2007 . We reviewed 3 different ads: deodorant, caregloss and anti wrinkle cream in Style and Grazia magazines and looked tired and uninspiring. Have they changed their agency too?

Overall, then a terrific, top quality review with some great new campaigns with high appeal to women.

Check out the FAME Index detailed review - click here.

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Radiance lacks vital ingredient…Revlon
Price not a factor for boomer women

"The Vital Radiance line failed largely because of marketing missteps. For example, it didn't incorporate the well-known Revlon brand name, hired unrecognizable models as spokeswomen and cost more than consumers cared to spend."

Read Michele Miller's view in Guest Blogs (click here)

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Businesswoman of the Year
Veuve la difference

One of the toughest operators in the business, Carolyn McCall (pic far left) has risen to become chief executive of Guardian Media Group. Regional newspapers such as the Manchester Evening News and Trader Media Group (publisher of Autotrader), help finance loss-making national newspapers the Guardian and Observer and the push into online and broadcasting through the Guardian.co.uk website and GMG Radio.

Cilla Snowball (pic far right) is chairman and chief executive of Abbott Mead Vickers Group, the largest advertising agency in the UK. It has produced several memorable campaigns including the all-time favourite Guinness beer ad "Surfer".

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Ghd ad gets "thou shalt not" verdict from ASA
Banned Hair Day for erotic, religious symbols

Ghd's ads showed scantily-clad women in various positions, such as lying on a bed, while looking upwards with their hands clasped as if in prayer. Some had objects that looked like votive candles and rosary beads.Viewers could hear the thoughts of each of the women, in various languages including English, which centred on having great hair.

One woman was thinking "May my new curls make her feel choked with jealousy", while another was saying to herself "May my flirty flicks puncture the heart of every man I see". At the end of each ad an endline ran: "Thy will be done".

The Advertising Standards Authority received a total of 23 complaints, including one from the Archdeacon of Liverpool, objecting that the ads were offensive to the Christian faith. The complaints particularly highlighted the use of the phrase from the Lord's Prayer and the depiction of the letter "t" as a cross in "thy".

The ASA said that while previous ghd campaigns did not "mock" faith or belief, the new ads went further with the women appearing to be praying while being erotic.The ad watchdog decided to ban the ad because the eroticised images in conjunction with religious symbols and the phrase "Thy will be done", as well as the letter "t" as the cross of Jesus, were likely to cause serious offence, particularly to Christians.

Martin Penny, the managing director of ghd, said that the ban was perplexing, adding that the company had used the phrase "a new religion for hair" for seven years with little problem.

"We have a loyal following of women and the ads were, in fact, produced by an all-female creative team," he said. "It has nothing to do with religion really, if it was more people would have complained.

"There are far more erotic things in Nuts or on Page 3 if that's what people like. It is a fashion ad which is tasteful and sensitive. The ASA seem to be frightened of their own shadow."

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Ferrero launches light, white chocolate treat

Kinder Bueno bar to match kit Kat Senses

15 Mar 08
Ferrero is introducing a white chocolate version of its Kinder Bueno bar in the UK. The launch, aimed at women looking for a light chocolate treat, will be backed with a £1.5m marketing push.

It is thought Ferrero is looking to retain market share among women and is launching the bar in the UK following the huge marketing push Nestlé Rowntree is poised to put behind the launch of Kit Kat Senses.

In what will be a key launch for Nestlé, the company is committing £9m of marketing spend to the low-calorie version of Kit Kat. Pop group Girls Aloud has signed a deal to front a television, press and outdoor campaign for the snack, which has only 165 calories.

Kinder Bueno White is similar to the classic milk chocolate Bueno but with white chocolate coating around the hazelnut cream-filled wafer centre and meringue and cocoa pieces encrusted around the base. The bar was initially launched in some European countries including Spain and Italy, as well as Australia and Singapore.

Ferrero has also added a new line to the Kinder Bueno range, intended to appeal to consumers making impulse buys over the Easter period. Kinder Bueno Eggs are chocolate wafer mini eggs with the same hazelnut cream filling as other Kinder Bueno products.

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9 March 08
Next time you're in a shoe store, pick up a pair of clogs or leather walking shoes from Timberland. Inside, right by the heel, you'll find a single number that tells you how "green" the shoe is. This number is explained in a card in the shoe box that provides a 0-to-10 carbon rating. A zero means less than 2.5 kilograms of carbon and other greenhouse gases were emitted when the shoe was produced and shipped. And a 10? That's a whopping 100 kg, roughly equal to the carbon released if you drive a car 240 miles.