As an Italian soon relocating abroad to start a new job, I certainly enjoyed this article published on Mediaweek, presenting the the Ethnic Representation in Agencies report authored by COI senior campaign manager Mehboob Umarji. According to the study published last June, ethnic minorities account for only 8% of the media and creative agency workforce and almost half of those staff can be found in back-office functions. The research points out that the agencies which embraced diversity were also the most successful in terms of new business wins. Colin Colin Gillespie, managing director of All Response Media, shares his opinion on the issue:“From my perspective, the real key driver for getting ethnic minorities involved in more front-line roles, where they are able to have an impact on marketing strategy and creative development, is the background these people come from. The society we live in is very diverse and to be a media planner/buyer in the 21st Century, one needs to have experiences and, ideally, backgrounds which are reflective of that.”
The alternative to Google AdSense, the advertising program for (big) and small publishers is just around the corner: Yahoo! has started testing its own solution inviting 2,000 bloggers to join the program. The New York Times reports Yahoo says its new small-site service will let a Web site specify what categories of advertising it does or does not want on a given page.
Sunday Timesreports drinks companies have been ordered to hire uglier men for their advertisements in Britain, to avoid suggesting there is a link between boozing and sexual success. According to guidance issued by the Advertising Standards Authority (ASA) men who star in alcohol ads that target women should be “balding” and “paunchy” rather than “attractive and desirable”. All right, fine, but what about the use of sexy women? The new alcohol advertising rules have been launched in the UK at the beginning of June.
SM2 Publicidade has created a special print ad for Brazilian laundry network “5 à Sec” to be featured on Playboy 30th Anniversary edition. Copy: “The clothes that you do not see in this magazine, are currently being treated at 5 à Sec“. [ad via Voxnews]
Advertising and music: love is in the air iPods have changed the way we enjoy music and advertisers are adapting to our new habits. But will we like commercials in our playlists? Reuters has a good article on advertising meeting the music industry. Ads in podcasts are one of the attractive options but, at least for now, Apple has decided not to allow commercials on its iPod device or iTunes download services. “We don’t think it’s part of the experience we want to give” explains Greg Joswiak, vice president of iPod product marketing. Craig Davis, chief creative officer of JWT Worldwide agrees with Apple’s position:“People are using an iPod because they want to choose the music they listen to. To interrupt and intrude on that with advertising would be pretty unwelcome.”
A survey carried out by the Institute of Practitioners in Advertising’s 44 Club questioned 276 people (with less than six years in the advertising business) to find out the best UK agencies. artle Bogle Hegarty and Wieden & Kennedy where named the top two creative agencies to work for, while while Garry Lace and Sir Martin Sorrell are seen as two of the industry’s role models. Mindshare and Mediacom were singled out as the best media agencies to work for. Revolution Magazine reports although most of the people is happy to work in advertising, only 36 percent of respondents expected to still be in the industry on ten years time.
T-Mobile has signed a partnership with Robbie Wiliams for an advertising campaign promoting mobile music downloads. Electronic Arts has chosen football player Wayne Rooney (Manchester United) as global brand ambassador. Vodafone has decided to stop “using” David Beckham’s image in its advertising campaigns. The marriage is over and Vodafone has no plans to replace him. Actress Brittany Murphy is the first celebrity appearing in Jordache jeans ads.
AdFreak and Random Culture have two interesting posts on podcasting and advertising. How long should a podcast ad be? 15 seconds seems to be the answer, which means don’t give listener the time to push the fast-forward button
I must start by saying I have a negative attitude towards product placement in movies, because most of the times it’s done in a stupid way. Fortunately I’m not the only one thinking product placement is going to far. Rance Crain, editor in chief of Advertising Age wrote an interesting article yesterday on movies becoming “one gigantic product placement” and consumers getting tired of paying to watch a movie full of advertisements. Now there is also a new source of stress for movie lovers: Bluetooth promotional kiosks eager to connect with their mobile phones while they wait for the movie in theater lobbies. The New York Times reports 20th Century Fox has signed a deal with Loews Cineplex Entertainment to distribute movie trailers, ring tones and pictures through kiosks in three Loews theaters, in New York, Los Angeles and San Francisco. To me, the only good thing about this kind of initiative is that if you’re really interested in this such goodies, at least you get the content for free. Actually I’m not against Bluetooth technology used to deliver (permission-based!) marketing messages, I’m just against movies becoming an advertising show. If you’re interested in movies and product placement read also this: “Must love dogs” becomes product placement bonanza
In this post I point you to “In search of the right dead celebrity“, an article where Anna Heinemann investigates the use deceased entertainers as stars in TV spots. Marketing Evaluation even compiled a chart of “dead celebrity likeability”, with Lucille Ball and Bob Hope leading the way. The main question is of course: do people still recognize dead celebrity in ads? Apparently the answer is yes, at least for what concerns the US market.
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