Spanish ban on advertising on public TV (10/08/2009)
WFA research shows insight into global audience measurement (31/07/2009)
Contagious: "The rise of own brands" (31/07/2009)
Bing to power Yahoo! as part of global search deal (31/07/2009)
BRICs well-placed for economic recovery (28/07/2009)
Contagious: "Two-track: The Art of mass and niche"
Date: 14/06/2009
"Integrated is no longer a buzzword. Now the star of its very own category at the Cannes International Advertising Festival, integrated thinking is taking centre stage as differing talents across the agency spectrum work together on entire campaigns, and "collaboration" becomes less of a dirty word.
However, it's a complaint of integrated juries worldwide that the term is being misinterpreted. It does not mean knocking together a haphazard print ad to accompany your TV campaign, or a banner ad to accompany your piece of DM.
But more and more brands are appreciating the potential for balance - a consistent approach to more measurable mass marketing, whilst leveraging the possibility of CRM, digital technologies and real world connections to motivate and inspire a niche army of brand enthusiasts. This is two-track branding. Managing the masses, whilst negotiating with or rewarding the niche."
This article by Contagious Magazine looks at the launch of the brand and what factors have made its concept stand out in the telecommunications marketplace.
WFA members can login to download the full .pdf below.
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WFA has partnered with Contagious to deliver members with insights on the digital world. Contagious is an intelligence resource for the global marketing community focusing on non-traditional media, unconventional brand communication ideas and emerging technologies.
If you are interested in learning more about how Contagious can help you and your team, please contact Robert Dreblow.
Documents:
Two Track.pdf
