Posts Categorized: advertising

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’…

Cannes 2015 social media stats: Top brand and agency mentions

(Flickr/Jason Howie)

(Flickr/Jason Howie)

Global location-based marketplace xAd has been monitoring social media mentions around the #CannesLions hashtag, with event having had almost half a million mentions (438,683 tweets) over the course of the festival.

Here, the agency takes a look at the top brands and agencies being talked about at the event, as well as the hottest media & advertising topics.

READ MORE Read more on Cannes 2015 social media stats: Top brand and agency mentions…

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…

Sound bites from Cannes: ITB Worldwide, Adrian Grenier and Dell

WEB_Cannes_sound_bitesEmma Grede, chief executive of ITB Worldwide and chair of Cannes panel

There is an exciting opportunity for the marketing industry to use well-executed partnerships to inspire action on critical issues and causes. Increasingly we are creating meaningful collaborations between brands and individuals which aim to do more than simply convey a brand’s messaging. Instead they offer mutual benefit – campaigning on key issues and causes, whilst showcasing the values and key objectives at the core of that brand.

A new breed of influencer – wielding both traditional and social media clout – is the important link in helping tell powerful stories alongside brands that deliver real social, economic and environmental benefits on the ground.

READ MORE Read more on Sound bites from Cannes: ITB Worldwide, Adrian Grenier and Dell…

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’…