Why You May Soon Be Seeing More Agencies Launching Their Own Print Magazines

By Katie Richards, Adweek, October 24, 2016 – In late September [2016], J. Walter Thompson’s innovation think tank, JWT Intelligence, took some of its proprietary data on the habits of millennial and Gen Z women and decided that rather than publishing another study bogged down by numbers and graphs, it would present the information in a way that more brands and consumers could actually understand—in a women’s print magazine.

“So often when you’re presenting trends, it can seem somewhat intangible and quite often brands will come to us and say, ‘What should I do with this data?'” said Lucie Greene, worldwide director of the Innovation Group at JWT. Greene’s team created the magazine, titled Glass, mainly to present current and potential clients with digestible stories—from the benefits of co-working spaces to the evolving luxury landscape—that theoretically will help brands and the agency create more effective marketing campaigns.

Read the full article: http://www.adweek.com/brand-marketing/why-you-may-soon-be-seeing-more-agencies-launching-their-own-print-magazines-174146/

Advertisements

Guides to planning international advertising campaigns

InTV User Guide: International campaign planning

A tool designed by the International Television Research Group (inTV) to help media and marketing professionals learn how to get the most out of an advertising campaign on international media.

Six steps to a successful international communications campaign

How advertisers and agency planners can successfully navigate their way through the international communications planning process, by Sonia Marguin, head of research at Euronews and a board member of the International Television Research Group (inTV).

 

 

Chipotle: Back to the Start

chipotle_logo_horizontal_inv 

This ad made a splash globally beyond what was initially expected by the chain and adland. This was one of the Chipotle’s national TV spot. It was an animated video that was developed by CAA. It focused on a farmer change of heart where he changes from operating a huge industrialized farming to farming with increased humane and sustainable practices.

http://adage.com/lp/top15/#dumbways

Click here to watch “Back to the start” video

 

Apple, “Get a Mac”

 fb65ebf2563373fa2a92f86b7ce902df

In this ad, Apple used one of the most basic templates that were used to showcase the attributes of Macs that the PCs lack on the commercial that ran for over three years. The ad entailed two comedians who made it simple for Apple to bring out their special and unique functions and level of security. The video was tailored to the country where the actors were selected. This campaign went viral as a result of its simplicity and was tailored to a specific country.

http://www.inc.com/anna-guerrero/10-most-compelling-ad-campaigns-of-the-decade- and-what-your-brand-can-learn-from.html

Click here to watch “Get a Mac” video

 

 

Industry news and trends

Advertising Age

Advertising Age (or Ad Age) is a magazine that delivers news, intelligence and conversation for the marketing and media community. Ongoing coverage of strategic topics like CMO Strategy and data-driven marketing is complemented by breaking news on digital, social media and more. The 85-year-old media brand also produces industry rankings including the 200 Leading National Advertisers report, Agency A-List and the annual Agency Report.

Adbrands.net

Adbrands.net, published by  Mind Advertising Ltd., provides oversight of the global advertising industry and how the agency business is structured. Adbrands.net offers three main services: 1) Adbrands Company Profiles assess more than 1,000 leading advertisers, brands and agencies, and examine each company’s business record, geographic strength and comparative performance within its chosen sector, including strengths, weaknesses, history, up-to-date news and top-line financial information. 2) The Account Assignments database tracks account management for the world’s leading brands and companies. In other words, which advertising agency handles which accounts in which countries. 3) Adbrands Weekly Update is a weekly round-up of significant news relating to leading advertisers and agencies.

This Year, Next Year by GroupM

This Year, Next Year is GroupM’s original forecast brand and the generic name for its suite of reports on advertising expenditure forecast. GroupM is a global media investment management company serving as the parent to WPP media agencies. GroupM reports are compiled using the combined resources of WPP’s agency networks and central operations. Its reports and forecasts are used by advertisers, media owners, investors, analysts and other marketing services organizations. They are principal references for GroupM itself, its holding company WPP, and the wider WPP group.

this-year-next-year-2015

Campaign Middle East

Campaign ME is the Middle East edition of the UK’s leading magazine for the advertising and media industry. The aim of Campaign Middle East is to champion creativity and best practice and to act as a constructive forum for debate in the midst of an ever-evolving media landscape.

Gulf Marketing Review

Gulf Marketing Review has been offering marketing and media intelligence in the region for two decades. The magazine combines research, analysis, features, interviews and news tailored to clients, media owners and their agencies operating across the MENA region.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Anholt, S. (2000). Another one bites the grass: Making sense of international advertising. Wiley.

Banerjee, A. (2000). International advertising developments. International advertising: Realities     and myths, 1-27.

Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated     marketing       communications perspective. The McGraw− Hill.

Bullmore, J. (2000). Alice in Disneyland, a creative view of international advertising.          International advertising: Realities and myths, 41-56.

Melewar, T. C., & Vemmervik, C. (2004). International advertising strategy: A review,       reassessment and recommendation. Management Decision, 42(7), 863-881.

White, R. (2000). International advertising: How far can it fly. International advertising:     Realities and myths, 29-40.

Wright, E., Khanfar, N. M., Harrington, C., & Kizer, L. E. (2016). The Lasting Effects Of Social Media Trends On Advertising. Journal of Business & Economics Research (Online), 14(3), 75.

The world’s first tasteable print ad (Fanta)

fanta-ad

Who: Fanta, brand of The Coca-Cola Company. What: Franta soft drink. Where and when: The advertising campaign was launched in Dubai in 2013 but then went overseas to all global offices of Ogilvy to reach those markets such as in the U.S. and Asia. Advertising agency: OgilvyOne Dubai.

The ad was featured in magazines and when you read the full content of the ad, you are told to rip a piece and taste it to get a sample of the new Fanta flavour. It was very successful as audiences kept sharing pieces of the ad with their friends so they could taste as it was very unique and clever in delivering the message.