Chinese food manufacturer Oriental Express is spending £3m on a TV campaign aimed at 16- to 34-year-olds. The ads, which break on February 9 on terrestrial and satellite channels, feature manic cartoon character Mr Mental Oriental. The campaign, to be supported by posters outside supermarkets across the country, has been created by Doner Cardwell Hawkins, with media through Booth Lockett Makin. Oriental Express, which makes frozen and stir-fry food, was the subject of a management buy-out from United Biscuits’ Ross Young division in 1998. Doner Cardwell creative director Paul Cardwell says: ‘Oriental Express is a feisty, challenging brand.’
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.