Can you hear my brand now?
A new study by Ogilvy, Google and TNS presented at this week’s International Festival of Creativity at Cannes ironically highlights the effect PR can have on ad campaigns as applied to brand perception and sales.
In short: word of mouth is the most powerful factor when it comes to consumers’ relationships with brands.
This morning Ad Age scooped the news that Tiffany & Co.’s global agency search is over: Ogilvy & Mather will serve as its creative AOR.
Reports focus on the traditional advertising aspects of the deal, which follows the company’s appointment of a new design director and a third quarter marked by rising sales around the world. The news is made more significant by the fact that Tiffany’s famously keeps most of its operations in-house, and our sister site AgencySpy notes that Ogilvy will handle print, video and digital “in tandem with the latter’s in-house marketing team”; Ogilvy CMO Lauren Crampsie told Ad Age “we are honored to be selected as [Tiffany's] trusted marketing partner.”
The move will inevitably affect PR as well, though: pending challenges include familiarizing new markets with the Tiffany name and helping the brand continue its vigorous defense of its own intellectual property rights (which famously include its own trademarked color).
In other words, there will be quite a bit of communications work ahead for everyone associated with one of the world’s best-known fashion names.
Things we didn’t know before this morning: today is International Men’s Day. We thought this was a joke, and we have a pretty good idea why marketers weren’t just dying to run with it.
On a more serious note, the UN Women‘s ‘Autocomplete Truth‘ campaign has been more effective than its creators expected, sparking conversations around the world about the women’s rights movement and the barriers it faces in different societies. Today the campaign, created by Memac Ogilvy & Mather Dubai, released its first video as promised:
Our sister site AgencySpy notes that the short essentially summarizes the women’s rights movement over the past 150 years before ending with a single disturbing autocomplete. It’s reminder that, however far we’ve progressed as a society, we still have a ways to go.
So does the ad advance the campaign or simply restate its original premise for a larger and more varied audience?
The larger, unknown question: how can we maximize its impact?
You didn’t really even need to see this terrible TRUECar clip to know that some companies still think it’s cool to hawk their products with totally sexist spots on American TV. But Google‘s auto-complete feature offers an even more disturbing look at trends in misogyny around the world—and it led to a really cool PSA campaign created by Memac Ogilvy, the agency’s Dubai wing.
Google auto-complete offers a strange and often unsettling look into the public’s psyche:
The Ogilvy creative team came across some results even more disturbing than that one and decided to partner with the United Nations advocacy group UN Women to create a related PSA campaign. Each image in the series features some of the most common auto-correct results along with one conclusion the algorithm should have displayed but didn’t:
Here’s the good news: the project has been a great success.
This week Ogilvy won headlines by announcing the creation of Espresso, a “service offering” designed to cater exclusively to the startup set. We were interested in learning more about the techies who create some of our favorite apps and other digital toys, so yesterday we spoke to Luca Penati, Espresso founder and head of Ogilvy’s technology practice, for the inside angle.
What unique business and PR challenges do startups face?
Growth. Specifically, they need rapid growth on a limited timeline, and only exposure can help them achieve that growth with limited resources. It’s very important for them to do the right thing at the right time, because while bigger companies have the leeway to experiment, startups have only one shot at getting it right.
Even if you have a unique story it’s a struggle to get that exposure. And many startups were built by engineers who are brilliant but have a hard time telling their story.
How important is the origin story?
New Study: Brand Advocacy is Key to Amplification of Marketing Campaigns and Building a ‘Passion Brand’
Recent research suggests that 80% of reach from marketing campaigns now comes from amplification through advocacy. This means that whether or not satisfied customers are inspired to take that extra step and share their positive feelings about a brand can truly make or break a marketing effort.
In other words, brands that don’t generate substantial advocacy may end up paying more to market less efficiently than those that successfully make advocacy a priority.
This is at the heart of a new study conducted by Social@Ogilvy, which analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands to analyze the key drivers of advocacy. Partnering with Social@Ogilvy for the study were CIC, Salesforce Marketing Cloud, and Visible Technologies.
What the study found is that despite the enormous potential value, “brands are failing at driving satisfied customers to share in social media,” said Irfan Kamal, global head of Data+Analytics and Products at Social@Ogilvy. “Our study suggests that the vast majority of satisfied customers are not publicly advocating for brands on social platforms. Brands have not provided the technology, incentives or content that both inspire and enable customers to speak out positively. To help close the gap, brands must help facilitate advocacy volume, reward passion and amplify reach.” Read more
Here’s a basic fact: Mexico is America’s number one tourist destination (and its formal name is The United Mexican States). At the same time, the country’s tourism board believes that many Americans don’t see the whole picture when it comes to our southern neighbor. In short, Mexico isn’t just about stereotypical Spring Break trips to Cancun and the requisite tanning sessions and tequila shots.
The country’s representatives want to change all that with an extensive rebranding campaign designed to focus on the more exclusive and luxurious elements of the Mexican tourism experience with the tagline “Mexico: the place you thought you knew.”
The campaign and tagline aren’t new, but we recently had the opportunity to speak to Gerado Llanes, CMO of the Mexico Tourism Board, about the latest elements of this countrywide shift in marketing and public relations strategies.
What is the primary goal of this campaign?
We want to convey the fact that Mexico is a lot more than beaches, margaritas and mariachis. Of course we are a spring break destination, but we want to more aggressively push the message about our luxury offerings.
For example: if you put all the hotels in North and South America together, you still wouldn’t have as many five-diamond locations as Mexico. We also have three of the world’s top 100 golf courses and the number one and two ranked spas in the world. Mexico also has many four-star restaurants that some people may not know about.
From business standpoint, we want to increase the average US spend in Mexico. We’re aiming for high-level consumers by saying “look and see what Mexico has to offer.”
How have you changed your marketing and PR strategies?
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