Tags: advertising, brand experience, Marketing Week, NME
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Some words from me in Marketing Week on NME’s change in content strategy. The link requires (free) subscription. If you can’t be bothered to click the synopsis is NME are going free, increasing circulation, broadening the content beyond music and extending into more digital content channels. Here’s my thoughts:
Nicholas Gill, planning director at integrated ad agency Doner UK, says the change in strategy should help keep NME “front and centre” rather than something to look at through the misty-eyed look at history. He predicts it could help NME avoid the fate of its one-time rival Melody Maker.
Broadening the content base, both in terms of platforms and type, should help attract new consumers, says Gill, extending the reach for brands.
“Focusing on content including video and live events is particularly appealing to brand partners and advertisers because it offers a much deeper and more meaningful opportunity to connect with an influential, young and interesting readership beyond just a standard press insertion,” he adds.
Print version below:
dove follow up – lock up your daughters October 17, 2007Posted by nicholas gill in account planning, advertising, brand, digital advertising, strategy, though leadership, Uncategorized, word of mouth, you tube.
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I think everyone must have used Dove as THE example of how a brand can truly influence culture, perception and attitude . Here’s the development of the campaign targeting parents of young girls who have massive exposure to the altered and warped images of beauty. Powerful.
stuff and things 12.09.07 September 12, 2007Posted by nicholas gill in account planning, advertising, books, brand, content, digital advertising, film, mobile, strategy, though leadership, thoughts, travel, TV, website.
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In flight entertainment going a step too far? Virgin America have recently trialled an in flight IM service allowing you to badger the hell out of other passengers, probably the “hotty” 3 rows in front of you. Frankly I’d find this annoying as fuck as we say here in Blighty. But the general service seems to have gone down a storm in the US. It seems that Virgin cool has transferred pretty well and spreading the gospel to the jetrosexuals stateside. I like the fact you get ice cream served during movies. (Image source)
And with the recent hullabaloo (I surprised myself writing that word too) about Heathrow and the general backlash against flying, those folks at Iconoculture have come up with It Sucks to Fly, a repository for all things negative about the chores of flying.
Get writing and you could be the next JK Rowling in this Times competition (closes Nov 17).
A new film and some interesting, intriguing content at 1-18-08
The story of the men (and the madness) who made ads that changed our lives.
Dirt cheap texts as opposed to dirty texts which would be a different link altogether.
books to read by the pool August 17, 2007Posted by nicholas gill in books, management, though leadership, thoughts, travel.
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A little later than planned but I finally get to blog about my last holiday in Italy when I’m on my current holiday pootling around at home. First up in the holiday season: the book review.
The first of a few cricketing themed books for this holiday. I’d wanted to read this for months but managed to keep it hidden away for the week in Tuscany. Some autobiographies are just a sprinkling of magic dust on a few weeks in the sun (think Wayne Rooney’s “life story” when he’s just about out of school trousers), but this is different. Waugh’s is a fascinating tale of a guy who just doesn’t give up, makes himself better through perserverance and hard work and is incredibly human and humble. At nearly 800 pages, it’s not a quick and easy read and a bit like Waugh himself, you need to grind it out and discover the gems. And it’s not just a book for cricket lovers. If you have to manage people, you should read this. A real account of someone who took a good Australian team and made them great. How great? Just look at the history books. Some of the management lessons in the pages are as good as any you’ll find in the business and management sections of the book stores. Here’s an example of his 12-point blueprint for success:
1. stay a strong unit and enjoy each other’s success
2. play each game as if it’s the most important of your career
3. don’t hesitate, always back yourself
4. never believe the game is lost
5. aim to be man of the match every time you play
6. improvise – think on your feet
7. learn something from every match
8. do the little things right and the big picture will fall into place
9. enjoy the fact you’re representing your country – have pride
10. the best fielding side nearly always wins
11. know your own game and what your role is
12. have fun – have a laugh
Simple and straightforward but when executed with 100% convinction, unbeatable. Try taking these into your work on Monday morning.
I bought this because I enjoy Captain Slow on Top Gear. I didn’t realise he had a column in the Telegraph mainly because I don’t buy the Telegraph. Like Jeremy Clarkson’s column collections, they are fantastically short allowing you to chew it in bite size chunks, deliciously funny and completely in tune with the tone of May on the TV. After the seriousness of Waugh, a welcome chuckle.
Back to willow and leather with this very funny tale of how a fat kid useless at sport discovered cricket on the TV one summer and then became obsessed by it to the point where every weekend and spare moment is spent organising and playing in friendly matches. I haven’t laughed so much from reading a book in ages.
I didn’t quite finish this on holiday but a I love Mitchell’s evocative writing style that brings alive characters and places. Black Swan Green has huge nostalgia for 1982 in a typically English suburban town and deals with a child who has a stammer and therefore social acceptance problems in a difficult 13 year old’s life which is set against the backdrop of the Falklands War. Although somewhat personally disapoointed that the 1982 World Cup wasn’t even mentioned but then the main protagonist wasn’t really sporty so it wouldn’t have fitted at all. Perhaps I should write my own memoirs? Quite different to the other three holiday books in style and content but that’s the beauty of books: every one is different.
OK, I didn’t read these on holiday but some recent memorable reads:
If you like Dr Who and were born in and around the 1970’s this will make you laugh and cry. Although it’s not wholly about the Doctor so don’t be put off. More a case of one man’s quite surreal life against which the Doctor is interspersed.
Not unlike Fatty Batter in that it mainly covers a friendly playing cricket team but it covers their fantastic travels to play cricket in all the world’s continents. Incredibly entertaining, witty and articulate as you’d expect from one of the script writers of Have I Got News For You.
At first I did think they were kids books. Then I read the first few on holiday last year and became hooked. And I managed to be patient while my wife finished reading it before I started. A bit of a Hollywood ending but like other Potter fans I did enjoy it. What I like most about Potter is that it’s got children reading again and inspiring their imaginations. Whatever your own personal views on the merchandising etc., surely getting kids reading and enjoying picking up a book and using their brains is better than sticking them in front of the TV or the PlayStation or educating them through free toys with Happy Meals?
i think i’m awarded July 6, 2007Posted by nicholas gill in blog, though leadership, thoughts.
Surprised, honoured and delighted that Philippe included me in his hit list for five blogs that make him think. Which means I have to think about who makes me think. After much contemplating and thinking about thinking and worrying whether I should avoid some of the “big guns” or not, I’ve netted out here. So my top 5 who really make me think are:
1. Greg Verdino.
Greg is not only a top guy but has insightful and provocative mind that makes you question your own actions and recommendations. He’s part of the inspiration (see below) of why I started to blog too when he presented at the Digitas strategy boot camp. He blew my mind. I also follow him on Twitter and the guy has a great sense of humour.
Emmel is so smart he could have two brains. I had the pleasure of working alongside Nick when we were brethren in the church of TMW. Clearly his thoughts make me think. And laugh. And I also thought, if he can do this, so can I!
Matt Dickman’s insights into new stuff such as Twitter, Pownce and critiques of Bud TV are superb and thought provoking. And his use of video makes the experience more involving.
4. Bad Idea, Indeed.
Not just because Philippe nominated me but because he really does make me think. The guy’s stuff is great and varied. Serious and amusing. And when I’m next heading to Holland I may try & get the train via Brussels and buy the guy a beer. Assuming of course he’s anywhere near Brussels.
Ryan has some truly incredible ideas and I love the way he lives his digital life and has connected so readily with some giants in the arena such as David Armano, Greg and Joseph Jaffe. He has a cracking sense of humour too.
If you haven’t found these guys yet, you really should. Mind you, I had to check yesterday in a newspaper if the year was 2006 or 2007 (seriously) so I’m not convinced my judgement is spot on at present.
Here’s the original post that started this thinking frenzy.