Mitsubishi Electric is launching a pan-European TV, press, poster and direct mail advertising campaign for its range of mobile phones, Trium, as part of the brand’s &£30m European launch. The TV campaign, created by London agency B’lowfish, was directed by Alek Keshishian, whose credits include In Bed with Madonna and the Max Factor ‘Gold’ ad campaign. Lock, Stock & Two Smoking Barrels cinematographer Tim Maurice-Jones was the campaign’s director of photography. The black and white ads target the youth market using the idea of ‘the pleasure of conversation’. Their content was toned down for the UK; a fully-clothed version runs after 9pm with the more raunchy European ad being shown only after 10pm. The campaign breaks on MTV this week before moving to terrestrial TV.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
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Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.