Archive for the ‘Media Scan’ Category

Saatchi & Saatchi MediaScan

Friday, September 17th, 2010

Highlights of this week’s coverage of Saatchi & Saatchi and Industry Trends.

Saatchi & Saatchi Thought Leadership

What Men Want from a Brand Relationship A project to uncover “the secret life of British families” has led Saatchi & Saatchi to conclude that men have become virtually “invisible” in advertising. The project saw agency planners move in temporarily with 30 families from all over the UK between February and September. MarketingWeek,16 September

Saatchi & Saatchi Awards

M&M Award Success for Kosovo ‘Young Europeans’ Campaign BBR Saatchi & Saatchi is delighted to report that the Kosovo ‘Young Europeans’ campaign has won the Best Nation and Place Branding category at the prestigious 2010 M&M Awards. Saatchi & Saatchi Press Release, 13 September

Saatchi & Saatchi Creative Work

The Best Viral Films of the Month – August 2010 This month a few guest stars, a French advertising (Voyages-SNCF), Google and of course, lots of sports. At number five is Cadbury’s ‘Ostritch (I Gotta Be Me)’ from Saatchi & Saatchi South Africa. Le Blog (blog), in French, 13 September

Little Buddha Little Buddha is the first yoga school in Slovenia that focuses on teaching yoga to very young children. Saatchi & Saatchi used diaper changing stations in public places and private indoor playgrounds as an advertising media – encouraging parents to “change your babies future”. Advert Norton (blog), 13 September

HP Launches Paparazzi Campaign With the worlds of fashion and technology meeting all the more frequently, HP has enlisted the help of veteran paparazzi photographer Dave Hogan, alongside Saatchi & Saatchi, to create a campaign that marries HP’s technical know-how to celebrity culture. My Fashion Life, 14 September

NASCAR Villain Busch Pretty in Pink for Nationwide Race Busch will trade in his proverbial black hat for a more enchanting shade – pink. He will drive a pink car adorned with kittens, puppies, butterflies, a unicorn and baby seal as part of Toyota’s “Sponsify Your Ride” contest. Toyota teamed with Saatchi & Saatchi to create the riotous incongruity that has race fans rolling in laughter. Richmond Times, 10 September

Continental Airlines Brings Live News Feeds to The Underground Starcom and CBS Outdoor have launched live Reuters newsfeeds for commuters at tube stations across central London in a digital outdoor campaign for Continental Airlines. The 20” news feeds will be incorporated into digital advertising created by Team Saatchi. UTalk Marketing, 9 September

Unravelling a Wooly Head A woman wakes up with a woolly head due to her allergy symptoms. The situation improves once she finds a pack of Aerius in her drawer at work. Her woolly head unravels, revealing her real symptom-free and happy self. New work from Saatchi & Saatchi, Sydney. Best Ads on TV (blog), 14 September

Toyota Talks Tiny Football In Corporate NFL Push Toyota is launching a corporate marketing program called TFL (Tiny Football League) as part of its sponsorship of Sunday Night Football and the series’ half-time show. The effort, by Saatchi & Saatchi and @thisMoment, highlights youth football teams. MediaPost, 11 September

Industry: Brand Management

Brands Bounce Back, With Some Casualties The value of the world’s top 100 brands rose by a collective 4% this year to $1.20 trillion. Coca-Cola Co. retained the No.1 spot it has held for the past 11 years. The Wall Street Journal, 15 September

Marketing to the Bottom of the Pyramid Seth Godin talks about the opportunities to provide goods and services to the world’s poor. He says that we should remember that most of the tools of the Western mass market are useless when engaging emerging markets. Seth Godin, 8 September

The Consumer Appeal of Underdog Branding Even top-dog companies can benefit by showing a little more humility and by playing on the public’s taste for tales of failure and redemption, argues Harvard Business School professor Anat Keinan. Harvard – Working Knowledge, 13 September

Industry: Shopper Marketing

Walmart’s Merchandising Shift Has Five Brands Dancing in Aisles Walmart’s much-talked-about Project Impact isn’t dead. The program to reinvigorate growth at Walmart always focused on 10 words. Subscription required - Advertising Age, 13 September

Whole Foods: Don’t Eat That, Eat This Color-coded seafood is about to hit store shelves – at least in Whole Foods, which is launching the first in-store color-coded sustainable seafood rating program this week. Fast Company, 14 September

Shopper Marketing: The Next Stage in Africa’s Retail Development? Multinationals like P&G are leading the way with their ‘Store back’ strategy, which obliges their brand teams and agencies to start their planning at the grocery shelf and work back from there. PSFK, 7 September

Industry: Understanding Consumers

Luxury Brands Turn Focus to Status-Conscious Parents Gucci, Burberry Group and other luxury brands are turning their attention to status-conscious parents by offering high-end products for children. Bloomberg, 14 September

Finding a Bargain Feels as Good as Sex Researchers have found that bargains make us so deliriously happy that the brain is turned on to the same level excitement that it gets from sex. Telegraph, 13 September

Subscriber, Fan or Follower: Who’s Most Likely to Buy? 32% of subscribers and followers and 49% of fans are no more likely to purchase from a brand after connecting with them through newsletters, Facebook and Twitter. MarketingVOX, 13 September

Industry: Media Mix Optimization

A New Way to Market Music on Spotify For the consumer group dubbed “Tipping Pointers” by Sony, Spotify has launched interactive audio novel. Each chapter of the novel has been published as a track on Spotify and is located by typing a code into Spotify’s search field. Subscription required – Advertising Age, 16 September

25% of European Consumers Want to Respond to Adverts via Their Mobile Phones On average, a quarter of consumers would be more likely to respond to advertising in any media if it allowed them to do so using their mobile device. Internet Retailing, 16 September

Facebook Begins Reporting on ‘Social Context’ in Ads Marketers using the Facebook ads platform can now learn the total number of ad impressions containing “social-context”, as well as the number of clicks, the click through rate, and the percentage of impressions represented by those ads. ClickZ, 9 September

Industry: Brand Strategy in Action

A Focus on Families (and Furniture) IKEA’s first significant promotional effort in three years depicts people using IKEA furniture and products to put their stamp on their living spaces. New York Times, 13 September

Smirnoff Plans Global Nightlife Campaign The campaign is designed as a call-to-action and invites consumer-generated ideas from 14 markets. These concepts will then be packaged in a shipping crate as event experiences. Marketing Week, 13 September

Nike Sportswear Presents ‘Sneak and Destroy’ Destroyer Burrito Nike Sportswear partnered with Portland’s Koi Fusion to celebrate Musicfest NW by surprising them with a free jacket packaged in the form of a burrito. Hypebeast, 8 September

Category: Brand Building, Creative, Media Scan

NETWORK NEWS

Monday, June 7th, 2010

Case Study: How Toyota is Making the Minivan Popular Again with Viral Videos The brilliant minds behind this clever campaign actually belong to the Los Angeles-based marketing company Saatchi & Saatchi LA. As DrivinMedia knows very well, and as I’m sure Saatchi & Saatchi LA would attest, the sustained success of these videos wasn’t an accident. Instead, and as is the case with essentially any and every video that goes viral, the popularity and much-needed positive PR for Toyota brought about by these videos shows businesses of all sizes what’s possible when the right team of people are pulling the web strategy strings. Drivin Media (blog)

T-Mobile Recruits The Saturdays to Launch Night In Campaign Customers who fancy the chance to star in their very own TV ad within T-Mobile’s latest campaign, simply need to climb onto the Big Sofa and invite their friends round to their perfect T-Mobile Night In. Their auditions will be recorded and uploaded onto YouTube at youtube.com/lifesforsharing where they’ll be judged by T-Mobile’s casting panel. The winners will be featured in the T-Mobile ‘Night In’ television campaign by Saatchi & Saatchi. Marketing Magazine

What Makes a Good World Cup Advert Football-related adverts are filling the commercial breaks. As the World Cup in South Africa nears, many brands are hoping to capitalise on the national fervour surrounding England’s hopes. How are they doing it? There is emotional symbolism in the use of Sir Bobby Robson and 1966 World Cup winning captain Bobby Moore, he says. And it took agency Saatchi & Saatchi months to write the script and find the right voice to read it. BBC

Emirates in Twitter Campaign to Create a ‘Twexican Wave’ Emirates has launched a competition on Twitter inviting countries including Australia to create the longest “Twexican Wave” as part of its marketing activity as an official FIFA partner. In Australia, advertising and the promotion of the campaign is being handled by Saatchi & Saatchi Sydney and Professional Public Relations, with media by Starcom Sydney. There will be ads on Adshel and JC Decaux street furniture, as well as on Optus mobile. Mumbrella

Saatchi & Saatchi Russia Scoops Gold and Silver for the 2009 Print & Outdoor campaign for Fenistil (Novartis) at Kiev International Advertising Festival. Adfestival.com.au.

Rip Unfashionable Stains Off with Ariel Pro-zim 2 Cool work by Saatchi & Saatchi in Dubai, the stains were placed on these ads in fashion magazines, all you have to do is to simply remove them with the Ariel Pro-zim 2! Nice! Jazarah (blog)

More Awards for Earth Hour I was happy to see that Saatchi & Saatchi picked up a Bronze Apex award and a special award for the ‘green’ category at the recent 2010 Apex award ceremony in Johannesburg for the 2009 Earth Hour South Africa campaign. The Apex awards measure the effectiveness of a campaign. The 2009 Earth Hour campaign had previously won the environmental best practice award at the Mail & Guardian’s Green the Future Awards. Brand Architect (blog)

HSM Brings Author of Lovemarks to Sao Paulo HSM, specializing in multimedia content management, promotes the HSM Seminar with Kevin Roberts, author of the bestseller Lovemarks, with the theme “Marketing, innovation and the new consumer: How to compete in the era of ideas”. Roberts’ proposal is to demonstrate how, in an interactive market, brands are vulnerable to the experiences of consumers, highlighting the need to maintain an emotional relationship to consolidate itself as a Lovemark, or turn customers into passionate followers that are loyal to their brand. In Portuguese, Baguete (blog)

Animals Can’t Drive Utes I get a lot of interesting things sent to me about Lovemarks, and here is one out of left field. A Masters student in Australia, Bibi Deena Syed sent me over a hardbound thesis…that’s a psychoanalytic study of Lovemarks.The subject of the research? The iconic Australian Ute. Much loved down under, the Ute is an interesting Lovemark. The researcher interviewed 12 different Ute drivers about why they liked them so much, then searched the responses for answers pointing to things like sexiness, love, power, body appeal and identification. Blogging Innovation

Now Again What is a Lovemark? A Lovemark is a business philosophy by Kevin Roberts (CEO Worldwide Saatchi & Saatchi). It’s involves the mind and heart, creating a connection, a bond of affinity so great that consumers have achieved unconditional loyalty beyond reason to a brand. In Spanish, Club de Emprendedores

From Good to STaR After visiting Boston, I picked up a Harvard Business Press book while waiting at Dulles for the plane to Frankfurt. It turned out to be a very lucky choice indeed: “Strategy for Sustainability – A Business Manifesto” by Adam Werbach [Saatchi & Saatchi S]. In this book several of my favorite theories are joined in a neat way. So if you like Jim Collins, Martin Seligman and Marcus Buckingham, this is an excellent summer vacation companion. “There is only one bottom line – the profitability of a corporation. If what a company is doing for sustainability doesn’t lead to sustained cash returns, then the company’s strategy probably needs to be rethought.” Lena M Holmberg (blog)

Nothing is Impossible Challenge Aniboom and Saatchi & Saatchi are collaborating for the Nothing is Impossible Challenge – the winner of which will be featured at the New Directors’ Showcase at the Cannes Advertising Festival. As this is the 20th anniversary of the New Directors Showcase – Saatchi & Saatchi is looking for New Directors in their 20′s only. Virtual Outworlding (blog)

Saatchi & Saatchi: “Little Treasures” Game Lift Veil on Human Trafficking The Salvation Army, together with Saatchi & Saatchi Cape Town, has set out to lift the veil on child trafficking with an innovative outdoor campaign to inform the unknowing South African public about the severity of human trafficking, the fastest growing criminal industry in the world. Trafficking Monitor (blog)

Category: Clients, Creative, Media Scan, Our People

10 Ways to Communicate with Moms

Monday, May 10th, 2010

There are 82 million moms across the U.S. of all ages. And 26 million of them are mommy bloggers. Mom accounts for $2 trillion dollars worth of purchases.

Here is a helpful “10 Things to Remember” checklist for communicating with Moms, by Avi Savar the founder of New York’s Big Fuel published recently on ADOTAS, a premier news publication focused on the Internet advertising and media industry.

1. Moms won’t be won over by push messages. Brands need to join the conversation.

2. Mom is looking for a relationship — a two-way dialogue that shows the brand is listening and responding.

3. Moms like transparency.

4. Moms don’t expect brands to be perfect, but they expect honesty.

5. Moms work best when you give them tools and knowledge and then turn them loose to customize and make them their own.

6. Moms like relevancy. Fill a need, answer questions, value her opinion, and then let her see action taken. And don’t forget to make buying fun.

7. Moms like you to get to the point. They’re busy, so be authentic, clear, and genuine. Otherwise, the response will be skepticism.

8. Moms love to be comfortable with decisions, and information is key to comfort. Make their homework easier.

9. Moms think pragmatically and emotionally. Brands need to cover both sides of the conversation.

10. Moms like stories. Social media is about communicating — telling a story — which is extremely different than selling.

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Category: Clients, Media Scan, Retail & Shopping, Women

Radically optimistic neighbors

Friday, April 23rd, 2010

Newsweek magazine is on the opposite corner to Saatchi & Saatchi on Hudson/Houston, and we’re pleased to share their prospects for the US economy. The April 19 cover story by Daniel Gross The Comeback Country is positively bullish not only about the indicators but the underlying attitude and capability of the economy.

Here is Gross on the stats:

The long-term decline of the U.S. economy has been greatly exaggerated. America is coming back stronger, better, and faster than nearly anyone expected—and faster than most of its international rivals. The Dow Jones industrial average, hovering near 11,000, is up 70 percent in the past 13 months, and auto sales in the first quarter were up 16 percent from 2009. The economy added 162,000 jobs in March, including 17,000 in manufacturing…If the U.S. economy grows at a 3.6 percent rate this year, as Macroeconomic Advisers projects, it’ll create $513 billion in new economic activity—equal to the GDP of Indonesia.

And on the turnaround:

Most experts are overlooking America’s true competitive advantages. The tale of the economy’s remarkable turnaround is largely the story of swift reaction, a willingness to write off bad debts and restructure, and an embrace of efficiency—disciplines largely invented in the U.S. and at which it still excels. America still leads the world at processing failure, at latching on to new innovations and building them to scale quickly and profitably.

And on the prospects:

Google and Apple are the nation’s third- and ninth-largest companies by market capitalization, respectively, with a combined value of $398 billion. Now consider that in early 2002…their combined value was a few billion…Now both are iconic global brands, major exporters, and spurs to innovation and growth—they represent America the way Chevrolet and McDonald’s once did.

The last two expansions [of the economy] have been 120 months and 92 months, respectively. If the U.S. continues to adapt as it has, and if it produces a few more game changers like Google and Apple, there’s no reason that the expansion that started in July 2009, against all the odds and predictions, can’t last just as long.

Category: Media Scan

“Chocolate Charmer” – Saatchi & Saatchi Worldwide Media Scan

Thursday, April 15th, 2010

Creative Work

Chocolate Charmer Stars in Latest Cadbury Dairy Milk Ad – Watch it Here Cadbury’s latest TV spot, airing tonight, will follow drumming gorillas and eyebrow-dancing children with the chocolate charmer, a man who possesses a magical approach to making milk chocolate. The TV spot was created by Fallon and marks the next phase in Cadbury’s Glass and a Half Full ads, which previously created ‘Gorilla’, ‘Airport Trucks’, and ‘Eyebrows’. Campaignlive.com, 9 April 2010

Labour Turns to Online Drive with Manifesto in Bid to Reach the Masses “We are delighted to have been able to work with RSA (Ridley Scott Associates) on the manifesto – the illustrative approach they have used is both future facing and captures a realistic optimism,” said CEO of Saatchi & Saatchi London, Robert Senior. Utalkmarketing.com, 13 April 2010

Site of the day #7– From the Makers of Gladiator You’ve cowered at Alien. Marveled at Gladiator. Felt eerily uneasy at Blade Runner. From the team that gave you these blockbusters – Ridley Scott Associates – we bring you…the Labour manifesto 2010. They’ve worked on this with Labour’s ad agency, Saatchi & Saatchi. It’s incredibly creative. Anthonypainter.co.uk, 12 April 2010

Saatchi & Saatchi CT’s WWF Earth Hour Campaign Helps Garner Support From Over a Million Households Saatchi & Saatchi Cape Town’s TV, radio, online and social media campaign for Earth Hour has been hailed a great success in helping to inspire more than one million South African households to switch off their lights on 27th March from 20h30-21h30. Bizcommunity.com, 14 April 2010

Wellington Firms Race to Develop Website for Nascar and Toyota It’s been life in the fast lane for two Wellington firms charged with developing a high-profile website for Nascar and Toyota. Global advertising giant Saatchi & Saatchi commissioned local web development firms Resn and 3months to create the site, which lets visitors design their own race cars for the Nascar Sprint Cup series. Stuff.co.nz, 12 April 2010

Polish Ariel: Brilliant (In French) Procter & Gamble is launching a campaign for Polish Ariel. Saatchi & Saatchi produced the ad, which is simply brilliant. Angiesflac.blogpost.com, 8 April 2010

Carlsberg Appoints Saatchi & Saatchi Beijing to Three Creative Accounts This week Benjamin Li of Asia Media reports that Saatchi & Saatchi Beijing has been appointed to handle the main summer campaigns for three of Carlsberg China’s leading local beer brands including Dali from Yunnan, Wusu from Xinjiang and XiXia from Ningxia. Chinabevnews.com, 14 April 2010

Category: Media Scan

‘What Are Your Barriers To Getting It Done?’

Wednesday, April 7th, 2010

News About Our People

What Are Your Barriers to Getting It Done? (Video 18:35 min) Bob Seelert, chairman of Saatchi & Saatchi, speaks candidly for MeetTheBoss.TV on how he was intent on taking the helm of what was a sinking ship and steering it into a course of thirteen years of consecutive growth – his secret…the personal approach! MeetTheBossTV, 31 March 2010

Bob Seelert Reflects On His Time at Saatchi & Saatchi in New Interview Bob Seelert, the chairman of Saatchi & Saatchi, has spoken out about his time at the agency so far, in an interview with the business management website www.meettheboss.tv. Brand Republic, 02 April 2010.

The Secret of Saatchi & Saatchi’s CEO: The Personal Approach “From my first day at Saatchi & Saatchi,” explains Bob Seelert, chairman of Saatchi & Saatchi, “I met with as many people as I possibly could. There is no substitute for a personal presence, I went to four companies in London and then got on a Concorde and did the same in New York before meeting with the Chairman of our biggest client, Procter & Gamble.” Web Logic, 31 March 2010.

Ashley Goodall on Art and the Recession This week, we’ve had the opportunity to put a couple of questions to Ashley Goodall, Managing Director of Saatchi & Saatchi Design. Saatchi Design is a leading design consultancy with expertise in brand positioning, brand identity, brand language and branded photography, and we’re thrilled to have Ashley as one of the judges of our competition. Here’s what Ashley had to say about art and the recession. The Site, 31 March 2010

Creative Work

Pampers Cruisers To present Pampers Cruisers in an exceptional, playtime focused way and find mothers where they frequently are with their little ones Saatchi & Saatchi whose regular baby-swings, which can be found on most playgrounds, as a perfect medium for playtime in motion. Outdoor swings were made for parks in Europe and indoor swings were used for a national PR launch event in NYC. They were covered with super-sized Cruisers, with the simple message: “Play on”. Butterfly Effecter, 04 April 2010.

Tui Honours Year-Round Fools and Foolishness The new ad for Tui Blond by Saatchi & Saatchi sticks to what it knows and dishes out a few home truths and cheeky social observations on the Kiwi zeitgeist for April Fools, focusing on the many fools and some of the head-shaking foolishness recently seen in our fine land. Stop Press, 05 April 2010.

Colts’ Irsay Takes on Unusual Role as Car Salesman In a television commercial which begins airing early this month, Indianapolis Colts owner Jim Irsay takes on the unusual role of pitchman. The commercials were produced by Saatchi & Saatchi, a well-known worldwide ad agency that handles the Toyota account. Indianapolis Business Journal, 05 April 2010.

Flash Mob Mania Imagine that you’re walking down the street in a crowded city. You stroll past music blaring from stereos, ignoring street performers trying to make some change. All of a sudden, you see a large crowd gathering. Curious to see what has sparked their interest, you walk closer and see the crowd is surrounding a big group of seemingly random people dancing in sync. This, my friends, is a flash mob. Saatchi & Saatchi used a flash mob at Liverpool Street Station to launch T-Mobile’s “Life’s for Sharing” campaign. Harlomedia, 31 March 2010

Are You Working Or… Ever find yourself a little sleepy at work? Just drink a little coffee and bring out the genius inside of you! That’s essentially the message behind this creative ad campaign by F/Nazca Saatchi & Saatchi, Brazil. Blog, 31 March 2010

Must Long Lasting – Date To communicate the long-lasting flavour of Must Long Last chewing gum, BBR Saatchi & Saatchi Tel Aviv created this TV ad which parodies a ‘long-lasting relationship’ between a man and his chewing gum. Adland, 31 March 2010

Category: Media Scan

“Getting Away with Manliness”

Monday, March 22nd, 2010

T-Mobile “Life’s for Sharing” Best 1 in UK; leading US and UK awards for SaatchiX; JCPenney “Best Costume Design” at the Oscars; Miller High Life “one of the few brands that can get away with “manliness”; work for Visa, Lexus, Sony Ericsson; learning from Lovemarks;

Awards

T-Mobile Wins Top Prize at the BTAAs Saatchi & Saatchi scooped the top gong at last night’s British Television Advertising Awards, where its ‘Dance’ ad for T-Mobile was named Best Television Commercial of the Year. The spot also won two golds in the Telecommuni¬cations Services and Best Over 90-Second Commercial categories. CampaignLive, 11 March

Saatchi & Saatchi X USA Tops Local ADDY Awards Again Springdale, Arkansas – Saatchi & Saatchi X, for the second consecutive year, won the most awards and the top prize at the recent 30th annual Northwest Arkansas Advertising Federation ADDY Awards. Saatchi.com, 08 March

MCCA Best Awards Name Saatchi & Saatchi X UK ‘Agency of the Year’ Saatchi & Saatchi X London won the prestigious Agency of the Year Award at last week’s annual MCCA Best Awards. The leading shopper marketing agency also celebrated one of the biggest hauls of the evening, winning a total of four Merits and five Best Awards. Saatchi.com 09 March

Creative Work

For Marketers, a Different Set of Oscar Winners Best Costume Design: New commercials from JCPenney showed off to good advantage a closet’s worth of colorful, kicky women’s clothes bearing labels like Olsenboye and Bisou Bisou. Agency: Saatchi & Saatchi, New York. NY Times, 08 March

The High Life The attempted brand rejuvenation of Miller High Life over the last couple years has resulted in some incredible work. Saatchi & Saatchi New York won the Gold Press Lion at Cannes International Advertising Festival in 2009 for their ‘High Life Innovations’ campaign. Theyshootactors.com, 10 March

FIFA World Cup: Story Flows Better with Visa Saatchi & Saatchi’s Executive Creative Director Kate Stanners conceived the idea of a ‘couch potato’ football fan, getting up off his couch and running across continents to reach the World Cup stadium in South Africa. It’s interesting that this campaign did not use any CGI and the actors did their own stunts, including running with wild animals in Africa! Ibhat.com, 09 March

Lexus Spells Out Hybrids’ History Lexus has introduced a new campaign that showcases its hybrid vehicle line and reminds customers of the company’s five-year history of putting hybrids on the road. The campaign, from Team One in El Segundo, Calif., includes print, online and out-of-home advertising. AdWeek, 09 March

Diageo and Coca-Cola Enterprises Join for £4m Mixer and Spirit Push Coca-Cola Enterprises and Diageo Great Britain have teamed up to launch their biggest joint marketing campaign to date, in a bid to drive spirit and mixer sales in pubs and supermarkets. The ad campaign, created by Saatchi & Saatchi X, will include radio, print, outdoor and in-outlet POS, carrying the strapline ‘Together for a Better Summer’. Marketing Magazine, 10 March

Kareena Kapoor Signed on as Brand Ambassador of Sony Ericsson Actress Kareena Kapoor seems to be on an endorsement spree these days. After winning the Sony Vaio endorsement, Kapoor has now been signed on as the brand ambassador of Sony Ericsson mobile phones. Saatchi & Saatchi is the creative agency for the Sony Ericsson account. Businessofconema.com, 11 March

Jealous Girlfriends Solution (In Spanish) This wonderful advertising campaign is a product of the company Del Campo Nazca Saatchi & Saatchi for Andes beer, a riot of creativity and originality impressive outside conventional methods. Marcianos.com,10 March

Weekly Pitchlist Saatchi & Saatchi Canada creates a Claes Oldenburg-esque ad for Covergirl’s LashBlast mascara, co-opting subway turnstiles. Inthepitch.com, 08 March

Thought Leadership

Carl Wohlt: Learning from Starbucks “Kevin Roberts, in his book Lovemarks: the Future Beyond Brands, underscores the value of making emotional connections. To Roberts, the sensory connection is how “Lovemarks” – brands that “inspire loyalty beyond reason” – are created. The Lovemarks concept helps to explain why Starbucks remains one of the world’s top brands even though they’ve faced some serious marketplace challenges over the past several years.” Urbanophile.com, 09 March

Shopping Aisles at Cutting Edge of Consumer Research and Tech Andy Murray, worldwide CEO, Saatchi X, said that now is the time for retailers and manufacturers to be testing and learning. They won’t be done, he said, until they can mirror experiences like those on Amazon, which suggests complimentary purchases for every item put in the shopping cart. Mr. Murray maintains that 85% of purchase decisions have an emotional basis. For that reason, Saatchi now has a psychologist and an anthropologist on staff to analyze shopper data. AdAge, 15 March

The Winthrop Roundtable with Bob Seelert Bob Seelert has been the CEO of five companies in three different industries. Mr Seelert spent 23 years with General Foods Corporation and closely observed one of the biggest mega-mergers in US corporate history: the acquisition of General Foods by Philip Morris in 1985. Known for building brands and enacting numerous turnarounds, Mr Seelert has been World Chairman of Saatchi & Saatchi since 1997. College of Charleston, 08 March

Category: Media Scan

Tapping Into The Mind Of A Shopper – Marketing Media Scan

Tuesday, March 9th, 2010

Photograph by Lars Ploughman

Tapping Into the Mind of a Shopper “People focus very narrowly and they don’t go beyond what’s in front of them,” says Shane Frederick, an associate professor at Yale School of Management, who decided to study this phenomenon after his own, agonizing hour in the electronics store ended when he bought the cheaper car stereo system – only after the salesman pointed out the savings could buy a pile of CDs. “I went from being completely indifferent to seeing clearly which stereo was better. I was fascinated and embarrassed by it.” Miami Herald, 07 March

Emotions Will Unlock Your Wallet, Study Finds A research study into buying habits of “happy” consumers says you will probably go for the watch because its showiness complements your feeling of pride. The study, to be published in the Journal of Consumer Research from Chicago found that contentment makes consumers seek familiar places to “savor and integrate” their pleasant emotions. By Trish Crawford, The Star, 22 February

Shoppers Choose to Touch and Feel The ‘Amazon effect’, whereby consumers were meant to abandon shops in favor of delivery to the door, turns out to have been sector-specific. True, some retailers, such as French firm Fnac, have suffered from 10% of retail migrating online. But outside of books and music downloads, consumers seem unable to renounce look-and-feel. IPE, 09 March

Reaching Affluents on Social Nets Based on a study from Unity Marketing, the outlook is mixed. Most affluents use social networking sites to hear about their friends and family and reconnect with old friends – not to connect with brands. Just 7% logged on to look for offers or research purchases, while 6% went social to share or buy products or look for coupons. EMarketer.com, 08 March

Category: Media Scan, Retail & Shopping