Category Archives: Communications strategy

Hyperlocality & Micro marketing

The last post on what local marketers want from global marketing clearly resonated. There was some great feedback: Oscar Fernandez Gallardo said “A great brand must have a global vision of business, but act locally, because the appropriateness of this … Continue reading

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What Local Businesses Want from Global Marketing

This post was published first on Consumer Goods Club – http://www.consumergoodclub.com where I am a pro blogger. I have started a discussion called the Global Brand Project. My last post depicted the inherent conflict between global and local marketers. It … Continue reading

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Is Global Marketing the Final Frontier?

This post was first published as a part of the Global Brand Project, a discussion on global brands and marketing that I write as a pro blogger for the Consumer Goods Club (http://www.consumergoodclub.com) I want to tell you about a … Continue reading

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Superbowl: Social Media’s Damp Squib

This was going to be the year that the SuperBowl advertisers presented flly integrated social media campaigns into their commercials, bringing a modernity and connectivity to the whole event that had never been seen before. Except it didn’t. Placing #tags … Continue reading

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Digital outperforms TVC for DTC

All the most recent research shows that consumers are increasingly tuning out TV commercials. This includes Pharma offerings. Other industries have reacted to this much more quickly and are now adopting holistic, interactive, digital strategies and are getting the sort … Continue reading

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Stop branded DTC Advertising?

Watching US TV it is hard to believe that there was no DTC Pharma TV advertising before 1997. It was then that Michael Friedman, at that time a deputy commissioner of the United States Food and Drug Administration, announced the … Continue reading

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Advertising Age Super Bowl ad review

Take a look these if you want to save time trawling through all the ads. http://adage.com/superbowl/article?article_id=148720 My picks were the Chrysler and Audi spots. Skechers and the Chevy Al’s dealer spots missed the mark for me. Sadly, I think Bud … Continue reading

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Superbowl 2011 ads – what’s your favorite? Would Shareholders agree to pay if you asked them?

The Superbowl is over, the packers beat the Steelers, but what really seems to matter these days is what was the best ad. Every year we hear more and more in advance about what the ads, we get sneak previews … Continue reading

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Foot in mouth disease…

Yesterday, we saw what has to be one of the most crass pieces of misjudged marketing since, Alec Chamberlain came back to the UK with ‘a piece of paper, signed by Mr. Hitler’. [OK., maybe its not that serious, but … Continue reading

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Stella to launch cider brand

Inbev has decided to launch a premium cider sub brand under the Stella Artois name. It will be interesting to see if they continue with the ‘reassuringly expensive’ approach for the cider. There’s always a risk that these types of … Continue reading

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