Thinkbox in joint npd drive to boost TV ads

Thinkbox, the television marketing body, is urging marketers to be “braver” with new product development because it believes new launches are vital to the health of television advertising.

The body has set up a partnership with membership organisation The Marketing Society for a programme of events such as masterclasses, lectures and dinners, designed to encourage innovation within client industries.

The 15-month partnership, called Effective Innovation, will also aim to raise the profile of Thinkbox. Earlier this year, agency executives and marketers urged Thinkbox to do more to promote itself, saying it had done too little to engage with its audiences (MW February 16).

Thinkbox chief executive Tess Alps (pictured) is hoping that the strategic partnership will encourage members to look at television in a new light, and says emerging platforms further strengthen television as the “ideal” launch medium.

She adds: “New product development and launches are an important strand of activity for television. Many use television for launches, so new product development is very much a guide to the health of television.

Alps says that there has been a decline in advertising revenue in television and other traditional media over the past year, and believes that fewer product launches and more investment in promotional work has been part of the problem.

She adds: “We want to encourage marketers to be braver with new product launches, and that should help TV overall. We want to talk to marketers directly – they are the most important of our target audiences.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here