Posts By: Antje Derks

Disney CMO: ‘We didn’t anticipate the Frozen boom’

Screen Shot 2015-06-26 at 16.05.32Disney’s top UK marketer has admitted that the company did not foresee the popularity of animated hit film Frozen and, as a result, found itself facing a consumer backlash.
Speaking at an Economist-sponsored event at Cannes Lions, Anna Hill, chief marketing officer of The Disney Company UK and Ireland, said the popularity of the film in the UK exceeded expectations.

“We really didn’t anticipate the love for Frozen,” she revealed. “We had to play catch-up.”

Disney found itself on the end of a consumer “backlash” when the DVD was released and the company was unable to keep up with demand.

Hill said Disney’s UK arm had to source merchandise related to Frozen from other European countries where the film had not been as popular. Read more on Disney CMO: ‘We didn’t anticipate the Frozen boom’…

A landscape of possibilities

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Screen Shot 2015-06-26 at 10.38.38Technological advances offer a wealth of opportunities for OOH but a strong strategy will always be key to success
It is widely accepted that the media world we now inhabit is changing at an ever-increasing pace – none more so than the out-of-home medium.

The levels of investment by landlords, estate owners and media owners is unprecedented and – as technological advances, costs, connectivity and smartphone capabilities improve – the opportunities across out-of-home continue to exceed the imagination of much of our industry.

When I started in the business in the early 80s at BMP, there was a campaign for London Weekend Television that I remember vividly. Read more on A landscape of possibilities…

Cannes Lions 2015: Marketers speak up on a ‘good brief’, agency compensation and ‘playing safe’

Screen Shot 2015-06-26 at 13.34.25McDonald’s’ Matt Biespiel, Mastercard’s Beatriz Galloni and Abott’s Chris Miller reflected on what will keep marketers up in 2016
Matt Biespiel, senior director, global brand development, McDonald’s Corporation, said that the brand was looking at younger people picking companies like Facebook and Google to work at, and explained how the company is taking these technology outfits on.

He was speaking at a CMO panel at the Cannes Beach, a new initiative on the sidelines of the Cannes Lions International Festival of Creativity 2015. Read more on Cannes Lions 2015: Marketers speak up on a ‘good brief’, agency compensation and ‘playing safe’…

Cannes Lions 2015: ‘Places like India should not want to repeat the mistakes of the West’: Al Gore

Screen Shot 2015-06-26 at 13.24.40In conversation with WPP’s Sir Martin Sorrell, former US vice president said climate change and economic development are interwined
The former US vice president and founder of The Climate Reality Project Al Gore, made the case for developing countries like India and South Africa to join the movement to shift to renewable energy sources like solar and win energy and help combat climate change. He was speaking at The Cannes Debate, alongside WPP CEO and founder Sir Martin Sorrell.

Asked specifically by Sorrell to respond to the stand of Indian energy minister Piyush Goyal (and his South African counterparts), Gore said, “Places like India should not want to repeat the mistakes of the West.” Read more on Cannes Lions 2015: ‘Places like India should not want to repeat the mistakes of the West’: Al Gore…

China: a land of opportunity for Western brands

Screen Shot 2015-06-26 at 13.01.37PRWeek and BlueFocus convened a high-level discussion with clients, media, tech firms, and agency execs to debate business opportunities for global brands in China and Chinese businesses looking to expand into the West.

Platforms such as Tencent’s mobile text and voice messaging service WeChat represent the next land of opportunity for communications and marketing, according to Procter & Gamble’s VP of global communications Kelly Vanasse.

Vanasse was speaking at a roundtable this week at the Cannes Festival of Creativity, hosted by PRWeek and Chinese HQ-ed agency group BlueFocus. “We were the first CPG company to be asked to advertise on WeChat,” added Vanasse. “We achieved engagement rates of three minutes with one of our beauty brands and it became one of the top three hottest items on [Chinese Twitter-style microblogging site] Sina Weibo.” Read more on China: a land of opportunity for Western brands…