Proximity BBDO

Meer dan 2 miljoen belgen zijn vandaag aanwezig op sociale netwerksites, zoals Facebook en Netlog.
Wat zijn de gevolgen van zo’n virtuele aanwezigheid, en hoever rijkt jouw digitale schaduw.
Bekijk op de link hieronder de uitzending. (deze link blijft maar enkele dagen actief)

http://www.deredactie.be/cm/de.redactie/mediatheek/1.433716

Ondanks het feit dat de Chinezen zo’n groot deel uitmaken van de wereldbevolking, zijn ze toch niet alomtegenwoordig op sociale netwerken à la Facebook en Linkedin. Hoe dat komt wordt iets duidelijker in onderstaande presentatie.

via Bnox

Op 28 november wordt in België (en Nederland) de eerste nationale e-mailloze vrijdag georganiseerd. Gelukkig is er nog wel twitter, blogger en facebook wel nog… Bedoeling is om mensen bewust te maken hoe ze efficiënter en bewuster met elektronische communicatiemiddelen kunnen omgaan, neeeeuuuhhheu bewuster, feit dat je dit al leest — gezever gezever…

Stoort het jou wanneer een mail geen onderwerp, of jobnummer, heeft?

Stoort het jou dat je collega die naast je zit op het werk, aan je eiland, jou dingen vraagt via mail? (En dan 2 minuten later al een antwoord verwacht)

Stoort het jou dat er sommige belangrijke beslissingen enkel via mail gecommuniceerd worden?

Stoort het jou dat mensen dt fouten maken in hun mailtjes? Stoort het jou dat mensen mails sturen met té kleine corpsgrootte?

Stoort het jou dat je baas een modelmail voor je vertrek per ongeluk naar iedereen doorstuurd voor jij die kon goedkeuren?

Stoort het jou dat je met sommige exchange of mailservers je echt wel foute mailtje niet kunt recallen, dat vervolgens toch probeert en iedereen daar een this person tried to recall this mail bericht van krijgt?

Stoort het jou dat een collega je op vrijdag per mail vraagt wat de wildste plek is waar jij het al gedaan hebt? Daarover trouwens straks meer…

Wie krijgt het meeste mail bij ons? Of beter wie moet er straks naar de mailjail (= in het serverkot de François gaan vervangen die telt daar al jaren LED’jes elke keer er gemailt wordt?

Wanneer zorgde mailverkeer alleen maar voor (grappige/pijnlijke) misverstanden? Stuur ons straks maar even je foutste mailtje door anders Of neem een kijkje bij de comments van Pepi

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The brand’s blue and red globe trademark will become a series of “smiles,” with the central white band arcing at different angles depending on the product. Pepsi, Diet Pepsi and Pepsi Max will use all lower-case fonts for name brands.

Pepsi is redesigning its globe logo. According to Ad Age “A ’smile’ will characterise brand Pepsi, while a ‘grin’ is used for Diet Pepsi and a ‘laugh’ is used for Pepsi Max.”

Last year, Coca-Cola seemed to herald a new era of common sense with its redesign led by Turner Duckworth. Pepsi, meanwhile, seems far less sure of itself. It’s going to spend $1.2 billion over three years to change everything about its brands “How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers” – which will be done by the Arnell Group.

Pepsi Chairman-CEO Indra Nooyi came out with this wonderful piece of brandspeak in relation to the difficulties that have led to the rebrand: “It’s clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category.”

via CRblog
—
AdAge Article for none AdAge subscribers:
Arnell Leads Overhaul, Casting Doubt About 50-Year Partner BBDO
NEW YORK (AdAge.com) — It’s hard to tell just when Pepsi blinked. For the past several years, its advertising has lacked its trademark sparkle, and its brands have lost their edge. As U.S. volume flagged, so did that signature spunk that marked Pepsi as an engaging upstart delightedly tweaking big, bad Coke.

But Pepsi finally seems intent on regaining its share. Its strategy involves three years; $1.2 billion; a complete packaging, merchandising and marketing overhaul of its soft drinks — and a reduced reliance on BBDO, the shop that put it on the map nearly 50 years ago.

In trying to rebuild North American carbonated-soft-drink volume that dropped 3%, PepsiCo Chairman-CEO Indra Nooyi said the company will embark on a sweeping revamp of “every aspect of the brand proposition for our key [carbonated-soft-drink] brands: how they look, how they’re packaged, how they will be merchandised on the shelves and how they connect with consumers.” Leading the push is Dave Burwick, recently tapped as CMO for beverage brands.

But it appears the lead agency so far on that push is not the shop that created legendary campaigns such as the Pepsi Challenge and penned famed taglines such as “Generation Next.” It was reported by Beverage Digest that Omnicom Group sibling Arnell, which was named to the SoBe business in January, is instead working on the redesign of many of the brands’ packaging graphics, as well as a redesign of the Pepsi globe logo. The white band in the middle of the logo will now loosely form a series of smiles. A smile will characterize brand Pepsi, while a grin is used for Diet Pepsi and a laugh is used for Diet Pepsi Max. Mountain Dew will be rebranded as Mtn Dew.

Agency principal Peter Arnell directed calls for comment to PepsiCo. A PepsiCo spokeswoman said more information on the rebranding will be forthcoming and declined to make PepsiCo executives available for an interview on marketing details.

Storied history
But clearly it’s a blow for BBDO, which made Pepsi “the choice of a new generation” and has worked with the brand since 1960. In its heyday, under the guidance of the late great creative Phil Dusenberry, BBDO made Pepsi a pop-culture icon with Super Bowl-style extravaganzas and celebrity endorsement deals featuring the likes of Michael Jackson, Madonna, Ray Charles, Cindy Crawford and more (see sidebar).

It is the creative agency for a host of brands in the Pepsi family, including Pepsi, Diet Pepsi, Diet Pepsi Max, Aquafina, Mountain Dew, Diet Mountain Dew, Sierra Mist and Amp, which according to TNS Media Intelligence figures were collectively supported with $300 million in measured media last year (one-third of that was brand Pepsi, which received $100 million). The firm also handles Starbucks-branded beverages that are a part of the North American Coffee Partnership.

BBDO referred calls for comment to PepsiCo.

Talk has heated up in recent weeks about the beverage giant reaching out to BBDO siblings — especially TBWA/Chiat/Day — for ideas on marketing its beverage brands, calling into question one of the industry’s legendary relationships.

Several holding-company insiders said movement of some BBDO business wouldn’t come as a surprise, given that Pepsi has shaken up its roster already. This year, the company purged Omnicom’s Element 79 of some $440 million in brands, including Gatorade and Tropicana, citing the need for “new creative thinking” in the face of declining market share. All those accounts were parceled out among Omnicom shops such as TBWA/Chiat/Day; Goodby, Silverstein & Partners; Arnell Group; and BBDO’s Juniper Park.

Tough climate
While in the past Coke was Pepsi’s archrival, this time around it appears the economy is the enemy. “It’s clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid-refreshment beverage category,” Ms. Nooyi said during a call with investors last week. “It is our belief that, especially in this economic downturn, we should be investing in the category to get consumers to stay with and some to return to the packaged-liquid-refreshment beverage category and to our brands in particular.” The funding will come from Pepsi’s “Productivity for Growth” program, which involves cutting 3,300 positions, as well as closing of six plants.

“While we can’t control the macroeconomic situation, we can enhance PepsiCo’s operating agility,” Ms. Nooyi said in a statement.

“Let me be clear, [carbonated soft drinks] are declining between 3% and 4%,” she said. “We’re saying goal one is to stem that decline and make it decline 1% to 2% and get it to flat. If we did that, that would be enormous. … It’s a critical source of profitability, and it’s very, very important that we don’t let the slide get out of hand, so that people completely switch out of the assets that are really in the ground.”

PepsiCo Americas Beverages’ volume declined 2.5% in the third quarter, with a 4% drop in North America. Unflavored water and Propel fell double-digits.

Even so, some analysts said the economy could end up Pepsi’s friend. “Economic downturns, like this one we’re going through, force consumers to rethink many of their patterns, so this may be a great opportunity for the category to reintroduce itself to consumers with different propositions,” said Carlos Laboy, an analyst with Credit Suisse.

Reversing the tide
Mr. Laboy, however, said advertising and marketing will have a long way to go to counter marketers’ years of pushing volume, which has commoditized the carbonated-soft-drink business, sacrificed brand value and made the category a focus for “obesity crusaders.”

“You’re not going to fix this with a new logo or can or graphics, or ad campaign,” he said. “This requires a major, comprehensive approach to the category and a refocusing to optimally capture the value of the brand at every beverage occasion, rather than have the discourse be … how much volume can we pump out into the marketplace,” said Mr. Laboy. “You go to McDonald’s, and you get upgraded from a bucket to a barrel for a nickel. … The perception of what a [soft drink] is worth is obliterated.”

A brief history of Pepsi and BBDO advertising
1961: One of the first taglines: “Now it’s Pepsi for those who think young.”
1963: Hip, postwar baby boomers unite through the “Come alive! You’re in the Pepsi Generation” campaign.
1969: Civil rights, the social revolution and the Vietnam War inspire “You’ve got a lot to live. Pepsi’s got a lot to give.” In 1973, this morphs into “Join the Pepsi people, feelin’ free.”
Michael Jackson in Pepsi commercial
1975: Pepsi reigns as the King of Pop in the Pepsi Challenge.
1984: Michael Jackson helps usher in “Pepsi. The choice of a new generation.” A year later celebrities such as Tina Turner, Gloria Estefan and Michael J. Fox come onboard to promote Pepsi.
1990: Ray Charles sings “You got the right one baby” for Diet Pepsi.
1991: Cindy Crawford stars in the “New look. Same great taste” campaign.
1995: Pepsi introduces “Nothing else is a Pepsi” and wins top honors at Cannes.
2001: Britney Spears launches the wildly popular “Joy of Pepsi” campaign.
2002: Cindy Crawford returns in an updated take on her original TV spot.
2005: Sean “Diddy” Combs popularizes the Diet Pepsi truck in the “Light. Crisp. Refreshing” campaign.
2008: Narcoleptics channel the Roxbury guys from “Saturday Night Live” (”What Is Love?”) with one sip of “Wake up people” Diet Pepsi Max.
– Marissa Miley

Wegens jetlag en wat veel werk volgen hier nog een paar blogposts die ik -onder het motto ‘beter laat dan later’- toch nog met jullie wou delen, samen met een aantal voorbeelden uit mijn Vegas Carpets Collectie.

By the time our very own Jalgo has picked up and almost read the book Facebook Marketing… the Facebook engineers announced:
“We recently hit a really cool milestone, our users have now uploaded over 10 billion photos to the site. Now, that’s a big number, but we actually store four image sizes for each uploaded photo, so that’s over 40 billion files.”

The stats and hard facts:
» 2-3 Terabytes of photos are being uploaded to Facebook every day
» Facebook has just over one petabyte (woooaw there’s a new word on the streets guys) of photo storage
» Facebook serves over 15 billion photo images per day
» Photo traffic now peaks at over 300,000 images served per second

So Truemors goes wild and states:
“Break out a bottle of your finest bottle-shelf champagne (it’s 8 p.m. somewhere) and raise a glass in celebration of Facebook hitting 10 billion photos! By comparison, photo-focused site Flickr boasts only about six billion snapshots. The social networking site’s engineering and operations groups apparently decided to not risk the wrath of Zucks by boozing on the job and instead celebrated with cupcakes. Leave it to Facebook’s math nerds to figure out that had the site received a sugary, frosted confection for each photo uploaded and lined them up side-by-side, the sweet treats would stretch halfway to the moon. Cupcakes and champagne (or at least boxed wine) for everyone!”

Microsoft en Metrixlab stellen de resultaten van hun onderzoek voor: “De invloed van creatie op de werking van online advertising”. Een paar interessante conclusies:

Size does matter
Een IMU van 300 bij 250 pixels wordt 2 keer meer gezien dan een skyscraper.

Overkill is a waste
Je bereikt de consument best tussen 3 en 7 keer. Minder heeft geen effect, meer heeft geen zin.
(more…)

Burger King is ermee begonnen: nietsvermoedende klanten filmen terwijl ze op een of andere manier voor de gek worden gehouden. In het geval van de Whopper Freakout (hoe reageren klanten als de Whopper wordt afgeschaft?) niet zonder succes: er werden 29% meer Whoppers verkocht nadat de campagne werd gelanceerd.  

Dan was er Coke Zero. Ook leuk. De grap: wat zou er gebeuren als enkele topadvocaten door Coca Cola werden gevraagd om Coke Zero een proces aan te doen. De aanklacht: Coke zero lijkt té sterk op ‘echte Cola’. Een leuke creatieve insteek die strategisch ook nog eens helemaal juist zit. Hard lachen en weeral bingo.

Dus dacht Microsoft: wat Burger King en Coca Cola kunnen, lukt ons ook. Het resultaat: The Mojave experiment.

Ik weet niet wat ik ervan moet vinden. Of eigenlijk weet ik het wel: The Mojave experiment past niet bij het merk Microsoft. Microsoft heeft als merk geen traditie van zelfrelativering, en geraakt dus niet geloofwaardig weg met de tongue in cheek humor die Whopper en Cola als merk wel kunnen claimen. Resultaat: je voelt dat er iets aan The Mojave experiment is dat niet klopt. Het ziet er allemaal nét dat beetje minder ‘juist’ uit. Té hard gemonteerd (bij Whopper en Cola blijft de camera draaien). Té verbeten het punt willen scoren. En vooral: de ‘buy now’ link is mij net iets te prominent aanwezig. Jammer maar helaas, dus.

Of niet? Let’s discuss.

Via