Bea Kelleher, OgilvyOne

Thanks to Suzanne Delaney who passed this on to me about the competition to rename Vegemite. Harvesting ideas through social media and engaging customers in the outcome as a principal is well established and generally good. However, you need to take into consideration the wider product audience and cultural context for a brand/product to ensure that the outcome isn’t just dumb.

This was definitely not the case with this following Vegimite story.

The campaign itself was a great idea, and got over 50K entries. But no one sanity checked the result. This can be a weakness of social media campaigns – there needs to be someone who can intervene or resteer if the result is going to be idiotic, too niche, brand damaging or all of the above. Or just someone who can say ‘this is just stupid so we’re not going with it or limit the distribution/lifetime of the result’.

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JP Donnelly, Ogilvy & Mather Group

The most successful marketers today are those who turn the “data deluge” into insights that drive real business growth. At Ogilvy & Mather Worldwide, we have identified ways to ensure data drives accountability and reveals transformational consumer insights.
In a new white paper entitled “Math Marketing: The New Landscape of Marketing Analytics,” Dimitri Maex, Head of Global Data Practice, Ogilvy & Mather Worldwide, describes the evolution of Math Marketing and outlines powerful ways Math Marketing can work harder by increasing the accountability of marketing efforts and uncovering valuable consumer insights that can be turned into powerful marketing ideas to fuel growth.

The Double Think (www.thedoublethink.com) is a blog created by Mr. Maex and Colin Mitchell, Worldwide Planning Director, Ogilvy & Mather, in which they explore the synergies between traditional brand planning and marketing analytics.

Click here to download the PDF.

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JP Donnelly, Ogilvy & Mather Group

An interesting piece by Rick Roth who is Global CEO of Ogilvy Action on how the creation of Shopper Insight teams can help brands understand purchasing behaviour and in doing so help convert shoppers into buyers.

It doesn’t matter much which marketing publication you pick up or which industry trend piece comes across your desk, it is simply impossible to miss the constant attention being paid to shopper marketing these days.
No one should be surprised. With 72% of shoppers deciding what to buy in-store, the marketing world is acutely aware of the importance of the “last mile” and the ultimate moment of truth.

read more…

(Via Adage.com.)

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Bea Kelleher, OgilvyOne

I saw some stuff on this European campaign here and here which, to be frank, I wasn’t mad about. However, it addressed the key message about your boobs being an important part of your life. Wasn’t going to blog on it because it was an OK, but not great, campaign.

Then I saw this.
No mention of breast awareness, not sure what the seahorse has to do with it, don’t think that Lee Jeans are getting anything out of this either.

So, I thought I’d put the two of them together as a comparison on how sensibilities and cultural mores have been allowed to block the message in the US. In a country where cockrels are called roosters I shouldn’t be surprised that they shy away from bluntly using the word or image of a breast. But I am. The message needs to land. Being coy in marketing doesn’t help, but neither does offending people. The Amsterdam series of ads wouldn’t have gone down well in the US but the ads as they currently stand are a waste of money and effort.

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Bea Kellegher, OgilvyOne

You could lose an afternoon easily looking at this site. Stunning and inspirational photography, and it’s great to see Mike O’Toole recieved two honourable mentions.

IPA 2009 Finalists from Lucie Foundation on Vimeo.

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Des Kavanagh, Ogilvy & Mather

(a few thoughts on what’s to come after all that’s happened)

It was, 5O year’s after it’s first brilliant dawning, the last dying of the space age light. Suddenly the bright promise of tomorrow was dimmed and silenced by the brutal crashing of just about everything. And, oh, how most of us raged against that dying light. All of a sudden, all our tomorrows were looking less than rosy. We weren’t happy. We who had been brought up to believe one very simple truism “The future is always better”. Better Technology. Increased leisure-time. Less Work. Blah. Blah. Blah.

All of a horrible sudden the naivety and dishonesty of that truism was carved into stark relief. And fear crept inside so many of us, corrupting and controlling our every thought. The future was scary. Unpredictable. Out of control. What were we all to expect? At this point let me add some boo hoo hoos to my earlier chorus of blah blah blahs.

The future, you see, does not exist. It cannot give us sustenance. Or provide us with hope. The future does not exist. We make the future. We are the parent and it is the child. So. The future has every right to expect us to work hard to ensure it’s success. We must take responsibility for all that may happen. We owe it to ourselves. We owe it to the future. To give it a chance. Technologically. Ecologically. Every kind of logically you can imagine. Forget fear. Stop asking the banal question, what can we expect from the future. Be liberated by this supposed catastrophe.

Create something. Whatever space or area you want to work in, do so.
New Media. Old media. This channel. That channel. Just labels. They define nothing. They certainly cannot define the future. Because, remember? The Future does not exist. Now, let’s make sure we live to its expectations.

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