CAMPAIGN OF THE WEEK
Hot on the heels of its user-generated TV advert with UK rapper Kano, Mercedes-Benz has partnered with Tinie Tempah to launch an online mash-up tool that lets users create a track with car engine noises. The “Sound of Power” track has been produced by the “Pass Out” rapper who will also appear in a TV spot for the campaign. It is the latest from the German brand’s long-term marketing play to target younger drivers with a more edgy positioning. Mercedes has been iconic in the auto market for decades as a desirable luxury brand. However, it is pushing for a broader appeal in an attempt to create more long-term growth.
GOOD WEEK FOR…
For the second year in a row Microsoft has been crowned as the company with the best reputation for corporate social responsibility, according to an annual study from the Reputation Institute.
Microsoft’s long-running citizenship programme, which saw it donate more than $900m in cash and software to not for profits worldwide last year, helped it fend off close competition from the likes of Walt Disney Company, Google and BMW.
Corporate social responsibility is not just a nice to have, according to the report. It claims a five point improvement CSR perception can increase consumer recommendations for a company by as much as 9 per cent.
BAD WEEK FOR…
Creative director Marc Jacobs is to leave the fashion label after 16 years to focus on his eponymous brand.
Jacobs is credited with helping to expand the Louis Vuitton brand beyond the accessories it was previously known for, by introducing its first ready-to-wear fashion line.
The luxury label now faces the tough challenge of replacing the influential designer – a person sources will say will need a clear vision and a signature style that can work within the parameters of the long-established brand.
Spain says: ‘Yes to advertising!’
Economic woe continues to dog the Euro-zone, and no country is feeling the pain more than Spain. However, the advertising industry there has taken the opportunity to promote itself as the potential economic saviour of the region. Thirty-one bodies from the Spanish advertising sector have launched a campaign, dubbed ‘Publicidad, Si! ’(’Yes to Advertising!’), to promote the social and economic relevance of their industry in the recession-hit country.
Managed primarily by Innocean Worldwide Europe, the through-the-line campaign features Ricardo de Diego, Kia’s director of marketing in Spain, appear in a TV spot explaining how advertising guarantees brands like Danone an affordable, high-quality method of communication with their customers.
Diego believes so much in the value of advertising that he is able to appear in an ad for another brand to make his point – apparently. The Marketing Week discovered this story via a press release. So it must be true.
Nissan is attempting to centralise its marketing activity by creating an internal, bespoke ad agency managed by Omnicom Group. Dubbed Nissan United, the new unit will be based in New York City, USA, and consist of staff from Nissan’s existing agency roster.
ONE TO WATCH
This week’s AOP conference coincided with the launch of its Content and Trends Census 2013 study indicating publishers need to put more effort into retaining control over their first-party data. With online advertising increasingly becoming data-driven, 36 per cent of publishers believe agency demands for their first-party data posed the biggest challenge to their efforts to monetise digital, according to the study. With online publishing such a desperately competitive sector, just who will blink first in this stand off over consumer insights?
TWEETS OF THE WEEK
@carte1s – Fujitsu UK and Ireland marketing director on Thomas Cook’s brand refresh
I like new brand positioning for @ThomasCookUK – going back to positioning holidays as dreams – NOT commodities
@markritson – Marketing Week columnist in response to 23red strategic advisor Hamish Pringle questioning whether he should become more “potty-mouthed” to achieve maximum effect in his own articles in future
Fuck yeah! Release the inner Pringle.
@Paul_Framp – CEO of Havas Media
on the new internet ad-blocking device AdTrap
#Adtrap concept v smart but very scary for advertising & publishing industries. Device sits between router and modem and blocks #ad calls.
@ScottMonty – head of global digital communications at Ford Motor Company
How long before we can deem Congress and the Administration as non-essential personnel? #governmentshutdown
DATES FOR THE DIARY
7 October Tesco will reveal details about the relaunch to its Finest range.
8 October – The IGD is hosting its annual convention. This year’s theme is energy, innovation and positive thinking in the food and grocery industry.
8 October – P&G to hold its annual general meeting.
8 October – 10 October The inaugural Econsultancy and Marketing Week Festival of Marketing takes place at a variety of venues across London. Funnel, Jump, Punch, Crunch and Digital Cream FX make up the five interconnected events plus a Festival Fringe series, were marketers can meet to re-engineer the marketing discipline and multiply its impact on business festivalofmarketing.com/
11 October – Diageo is hosting its winter briefing where it will be unveiling the latest trends and insights from the spirits category.