Better Brand Agency

Core Message Specialists

Marketing Communication

Better Brand Agency industry comment relating to marketing, marketing communication, social media marketing, online marketing, and traditional marketing.

Mobile marketing spend to rise 150% in five years

Friday, October 10th, 2008

by Sarah Crawley-Boevey, Brand Republic.

Mobile marketing is set to take off as major brands look to invest in the platform over the next five years, according to an independent survey commissioned by O2.

The survey shows brands will have increased their spend on mobile marketing by 150% come 2013 and do not anticipate any impact on budgets as a result of the economic downturn.

The survey, which was carried out by Vanson Bourne in May this year and included marketing and IT directors at 100 leading brands, also found that the personalised nature of mobile marketing campaigns means they generate a higher response rate than traditional advertising.

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Posted by: Mark Easby, Managing Director - Better Brand Agency

Filed in: Branding & Brand Design, Marketing Communication, Social Media & Social Marketing, Web and Digital

Tagged: Communication, Digital, Industry - Web and Digital, Marketing, Marketing Communication, social media, Social Networking, viral marketing, Web Development social media

The Media Week Podcast – Credit Crunch Special

Friday, October 10th, 2008

by Rich Sutcliffe, Media Week

Join Media Week editor Steve Barrett and news editor Tristan O’Carroll as they discuss the effect of the financial crisis on media with Google’s Mark Howe, ZenithOptimedia’s Steve King, the IPA’s Moray MacLennan and other leading names from the industry.

Click here to go to the download link.

Posted by: Better Brand Agency

Filed in: Branding & Brand Design, Marketing Communication, Web and Digital

Tagged: Brand, Communication, Marketing Communication

Measuring Social Media and its impact on your brand

Monday, October 6th, 2008

How do you build brands post-Google? As the recession begins to bite, brands are finding that getting through to customers is tougher than ever.

Offline advertising is showing diminishing returns. McKinsey predicts that by 2010, traditional television advertising will be one-third as effective as it was in 1990.

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Posted by: Declan Metcalfe, Marketing Director, Better Brand Agency

Filed in: Branding & Brand Design, Marketing Communication, Social Media & Social Marketing, Web and Digital

Tagged: Brand, Communication, Industry - Web and Digital, online marketing, social media, Social Networking, Web, Web 2.0

Pizza Hut name switch lambasted as ‘puerile’

Sunday, October 5th, 2008

Pizza Hut’s plan to temporarily change the name of some of its restaurants to Pasta Hut has been roundly condemned by branding experts.

The switch, announced by Pizza Hut this week, is intended to flag up its revamped pasta menu, supported by an ad campaign created by Abbott Mead Vickers BBDO. It is likely, however, that the Pizza Hut name will be reinstated at the 30 outlets after the year-long drive.

by Gemma Charles, Marketing, Brand Republic.

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Posted by: Mark Easby, Managing Director - Better Brand Agency

Filed in: Branding & Brand Design, Graphic Design & Creative, Marketing Communication

Tagged: Brand, Communication, Creative, Marketing, Marketing Communication

At your service

Friday, October 3rd, 2008

Back in the 1950s, the advertising agency JWT had a client, Kraft, that wanted to sell more processed cheese. But rather than create an ad campaign that told people that cheese tastes great, or is good for them, JWT invented the cheeseburger.

By Michael Nutley, editor-in-chief of NMA (Original Article)

At least, that’s the story. And there are other examples of this kind of agency thinking; JWT again, tasked with selling more high quality flour, invented the Mr Kipling brand and sold the flour in the form of cakes.

Sometime between then and now, the advertising industry changed. It went from being the preserve of generalists who solved their clients’ business problems, to specialists who made ads. But in the digital sector at least, that’s changing.

This was one of the key themes that emerged as I was working on the introduction to NMA’s Top 100 Interactive Agencies guide, published on 27.09.07. Agency heads across the spectrum of creative and media talked about clients asking for a different kind of work.

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Posted by: Mark Easby, Managing Director - Better Brand Agency

Filed in: Branding & Brand Design, Marketing Communication, Web and Digital

Tagged: Advertising, Brand, Digital, Industry - Web and Digital, Marketing Communication

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