Being conversation-worthy on every brand level
Being conversation-worthy, having consumers and clients talk about you. That’s pretty high on the agenda of most brands and organisations. Being conversation-worthy isn’t only about remarkable ads (hey, advertising still works), it’s also about acts. It isn’t only about a smart activation campaign on a social network, but it’s also about really integrating conversations in everything you do as a company.
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Let’s go for ‘Certainty to See’ (CTS) & drop ‘Opportunity to See’ (OTS)
The greatest invention ever made by media is the term: 'Opportunity to See' (OTS). It's actually some sort of an agreement between an advertiser and media agency that you are paying for something you're not getting. If you have an Opportunity to See of 1 million people, you are sure you won't reach them. In fact, you're sure that you'll only reach a small group of these people. But still: we feel safe by this measure that is selling the illusion of reaching out to the mass. Whereas we all know that you are not reaching out to the mass, people who see your ad are probably already brand users and even more likely brand fans. Read more »
Marmite ambassadors support the launch of new concept
Marmite, one of Unilever UK brands, is a brand that people either hate or love. It appears that there is no in-between. Read more »