Right Brain, Left Brain Blog

13 January 2017

Festival of Media Global Awards 2017 deadline looming: Feb 3rd

You have just a few weeks left to get your entries in for The Festival of Media Global Awards 2017.

This year's awards scheme includes an exciting twist with 14 new or updated categories added to the line-up for the event in Rome.

Fomg

The introduction of the new or updated categories come as a result of the fast-moving world of media, to reflect growing trends in data, digital, insight and content marketing.

“We’ve already seen some great cases in our regional Festival of Media events where new techniques have been used to connect brands to the consumer,” said Festival of Media chief awards and marketing officer Danielle Redwood.

“The addition of our new categories to the Festival of Media Global Awards event will give a chance for increasingly innovative work in media from anywhere in the world to shine.

“Consultation with the industry, including the lead marketers of global brands, helped us refine the criteria for 2017 that will truly celebrate the high standards now being reached”.

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10 January 2017

Four steps to unlocking the real power of marketing personalisation [infographic]

Mdg

Personalised offers and messaging present an incredible opportunity for brands to engage consumers more effectively (just think of Coca-Cola!) but new research has found that the majority of web users are becoming frustrated with websites that just aren't tailored to their needs.  

The problem is that many brands just aren't delivering the personalised experiences that consumers truly want. What's the solution? Well, check out this infographic from MDG Advertising on the '4 steps to unlocking the real power of marketing personalisation' to find out:

Continue reading "Four steps to unlocking the real power of marketing personalisation [infographic]" »

06 January 2017

Innovative Ad of the Week: LATAM Airlines 'A Christmas Flight' (LatAm)

Latam

LATAM Airlines made sure no children flying on Christmas Eve, late on the night of December 24th, would miss out on the magic of Christmas with a touching and memorable initiative that made sure none of that Santa Claus magic was lost... 

Thanks to the Buenos Aires office of Graphene, the bespoke IPG agency dedicated to LATAM Airlines, children were treated to a special moment whereby when they looked out of their aeroplane window, they could see Santa Claus crossing the sky in his sleigh led by a team of reindeer.  

As midnight approached, children were stirred with a message by the cabin chief instructing children to look out of their windows and search for something special. At that very moment, the airline crew projected an image of Santa and his reindeer onto a bank of clouds, creating the real-time illusion of Santa flying alongside the plane. According to the agency, the effect was possible thanks to a display system on which the image was projected on a translucent screen fitted on the aeroplane windows.  

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29 December 2016

Controversial Adverts: Campaigns that Sparked Public Backlash

The point of all marketing pursuits is to draw attention to a product, service, or other corporate offering via persuasive advertisements. Most campaigns seek to stir emotions from the general public. Joy, anger, sorrow, humour, and other mental states, are all tools that marketers wield.

Every so often, however, advertisers concoct seemingly witty and unique materials that end up inspiring outrage, from its target audience. These controversial adverts did more than push the envelope; they effectively tore it wide open.

Here are four marketing campaigns that resulted in major controversy.

Netflix: Narcos wishes a "white Christmas" to Madrid

Narcos wishes a white Christmas to Madrid - Controversial Adverts

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21 December 2016

Why TV is killing digital video

Next year, total digital ad spend will surpass TV for the first time. It’s expected to hit $77.37 billion in the US, taking 38.4% of the total ad spend, exceeding TV’s predicted $72.01 billion (35.8%), according to eMarketer. This is an advertising milestone and it would appear that good times are ahead. However, a barrier exists that means brands are not maximising the potential of this digital ad explosion.

The problem is one of creative content and format. In our recent Video Advertising Survey, just over half of respondents said that under a quarter of their online video campaigns featured made-for-digital creative. Meanwhile, recent research from Millward Brown found that 90% of online video is just repurposed TV material.

So what’s the issue here? Why develop new creative when you can use existing material that delivers the right key messages? This seems to make sense in theory, but the experience in practice is quite different. And it’s harming brand engagement and boosting ad blocking, particularly on mobile devices, on which video advertising grew by 94% in 2015, according to the IAB.

Continue reading "Why TV is killing digital video" »

20 December 2016

Email marketing in 2017: The only thing that’s changed is everything

2016 has been a positive and fruitful year for email marketing. It continues to grow as a marketing channel and is an important piece of the marketing mix. Whilst there has been a rise in other platforms (especially social media), email marketing remains to be integral for brands to reach and engage customers.

Personalisation, automation and optimisation are three key focus areas for email marketing at present. Looking to 2017, all three will continue to grow and become more sophisticated but the application of each is changing to reflect new trends and technology.

Personalisation

Personalisation is becoming more effective, but there’s still a long way to go. An area of particular focus is product recommendations. Amazon, for instance, learns the products you are interested in and targets consumers with tailored content.  However, they haven’t quite reached the holy grail, for instance they might suggest an Xbox console to consumers when purchasing an Xbox game when they already have the console - their technology isn’t sophisticated enough to recognise this yet.

Continue reading "Email marketing in 2017: The only thing that’s changed is everything" »

16 December 2016

Christmas Countdown – Ad of the Week: Barbour ‘The Snowman and the Snowdog’

Barbour

Putting good old British tradition at the heart of its Christmas ad campaign, Barbour partnered with Penguin Books and Lupus Films to create the first ever bespoke animation of Raymond Briggs’ much-loved original ‘The Snowman and the Snowdog’ film.

The tale follows The Snowman and The Snowdog and grown-up Billy as they take a trip down memory lane in preparation to celebrate a traditional #BarbourChristmas - the perfect mix of heritage and nostalgia.

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13 December 2016

10 tips for a successful toy brand experience

More and more big toy industry names are taking their products out to consumers, rather than relying on standard patterns of TV advertising to leverage pester power. In part, this is down to the rise of toy brands as entertainment franchises – companies such as Hasbro, Mattel and Lego are shifting from being ‘just’ toymakers to becoming licensees, film and animation studios, and fashion houses. So today a toy brand often encompasses a whole entertainment world that is better sampled through real-life interaction and play, rather than a two-minute, redubbed American TV ad during a cartoon break on Pop TV.

So what should you bear in mind when planning a ‘real world’ experience for often fantastical brands?

Continue reading "10 tips for a successful toy brand experience" »

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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