Archive | February, 2016

Martin Sorrell on Mobile: ‘We Haven’t Adapted’

Yet Another Conversation at Mobile World Congress Where Industry Execs Lament Lack of Mobile Focus

If there’s one thing that’s become clear at Mobile World Congress, it’s that marketers have a lot of work to do on mobile.

Industry execs grappled with ad blocking on a panel on Tuesday, and before that a panel talked about how the industry has failed to create trust in the security of consumer information and offer value to people when it comes to mobile. Now Martin Sorrell, chief of WPP, in a talk with Recode’s Ina Fried, said that “the mobile revolution hasn’t registered yet with companies” and there’s an underinvestment in mobile in the marketing industry.

“We haven’t adapted,” said Mr. Sorrell. “When people talk about creativity in our industry, they’re talking about Don Draper. They’re not talking about the new definitions. Believe it or not, people inside media agencies are creative. Software engineers are creative … It’s the definition of it — we haven’t contextualized it correctly yet.

To Read Full Post: Click Here

Read full storyComments Off on Martin Sorrell on Mobile: ‘We Haven’t Adapted’

Three Best Practices for Branded Video in 2016

What Brands Can Learn from the Success of ‘Zen Baby Zen’

2016 must be the year of content marketing if you pay attention to the top 10 predictions by leading market analysts and advertising trade publications. Brand marketers are expected to double down on their investments in content, and in particular, video content — with the expectation that branded content, if done right, will generate greater consumer attention and engagement than tradition pre-roll or display ads.

Take, for instance, a recent campaign launched by Sam’s Club behind its Member’s Mark Comfort Care diapers and wipes store brand. The brand was relaunched with significant product improvements and a complete redesign of the packaging and marketing program to support the launch. The online video ad campaign for Comfort Care, known as “Zen Baby Zen,”debuted on December 11 with a million views in the first 24 hours and has since generated over 8 million views, 15,000 social shares and interactions, and rave reviews by leading mommy bloggers, including the Hot Mom’s Club that boasts over 2.5 million subscribers.

To Read Full Post: Click Here

Read full storyComments Off on Three Best Practices for Branded Video in 2016