All posts tagged Ad Age

In the End, Culture…and Planking Win

by jaywalk1 on January 10, 2012 in Advertising with No comments
More Fun in the Philippines
More Fun in the Philippines

Ad Age and CREATIVITY recently covered a new campaign developed by BBDO Geurrero Manilla that turned out to be a big hit. The slogan for the campaign is pretty simple: “It’s more fun in the Philippines.”

The campaign has started to grow in popularity due to the cultural connections. There are several user-generated iterations, but this is one of my favorites so far.

No matter how you feel about planking, you can’t deny that culture wins.

Great campaigns create a point of connection with their target audiences. When that connection is centered on culture and you give it room to grow, you’re bound to get some interesting results.

Remember – Culture (and in this case…planking) wins.

Click here for the goods. 

With Diversity: Be Critical AND Action Oriented

by jaywalk1 on July 21, 2010 in Diversity, Public Relations, Social Media with No comments
divfeature1

This is a feature guest post for the public relations industry blog PRSA Diversity Today.

Have you ever criticized a person or a company for their diversity efforts (or the lack thereof)? Possibly your own?

If the answer is yes, I have one more question for you: What did you do after that? What did you do to not only express your concerns but also help address them?

One blog I enjoy checking in on from time to time is Ad Age’s Big Tent, the blog where “diversity and multicultural marketing issues are uncovered and discussed by the people who work on the front lines ”

Advertising Age - The Big Tent

I enjoy reading the Big Tent because it shows the thoughts of our industry siblings, marketing and advertising, on a serious issue which also affects us as public relations professionals. It seems as if they have been around the block a few more times than we have, and I think we can learn a lot from them (both what to do and what not to do) when it comes to addressing diversity.

I do, however, have an issue with the comments I see on a regular basis. Big Tent readers seem to be very critical of the industry and member companies without sharing many perspectives on how to move forward (actual steps for taking action).

Are we, public relations professionals, guilty of the same thing?

Continue reading →

Does the PR Industry Need a Minority Czar?

by jaywalk1 on February 8, 2010 in Advertising, Diversity, Public Relations, Social Media with No comments
bigtent

Working in social media, I have the opportunity to read lots of blogs throughout the day on behalf of clients. One blog I enjoy reading personally is the Big Tent by Ad Age.

In a recent post, blogger Doug Miller says “The Country Might Not Need a ‘Minority Czar,’ but Advertising Does.” I won’t go into too much here because I think the article presents an interesting perspective that you should get from the source. I will say that it made me think: “Does the PR Industry Need a Minority Czar?”

Though PR and Advertising are like feuding cousins, the two industries have a lot of similarities. Unfortunately, one of those is an issue with diversity. Give the article a good read, and if the spirit moves you, please share your thoughts.

You've been brandjacked. Now What?

by jaywalk1 on March 22, 2009 in Uncategorized with 2 Comments

Coca-Cola is the focus of the second most popular group on Facebook. Who’s number 1? None other than the POTUS himself, Barack Obama. I saw traces of this story bouncing around in the twittersphere and didn’t think much of it until I read this piece by Ad Age: How Two Coke Fans Brought the Brand to Facebook Fame.

 ”Pop quiz: Who has the most popular page on Facebook? Barack Obama. Who’s second? Coca- Cola. Yes, sugared water runs second only to the  leader of the free world.”

coke-facebook0313091

According to Ad Age, an aspiring actor and Coke aficionado Dusty Sorg was looking for a fan page in late 2008. He didn’t find a legitimate one, so he found an image and created one himself. Not crazy or unheard of. Customers do it all the time. Here’s the crazy part. Out of the 253 pages devoted to coke, Dusty’s became the most popular with nearly 3.3 million fans! Sounds great, but there’s a problem:

Coke had NOTHING to do with a very popular page on a social networking site that caters to a large chunk of their core audience.

The page eventually became populated with all sorts of things (spam,etc). Facebook was ready to step in and shut it down because the page was technically in violation of the site’s terms (Brand-focused fan pages must be run by people officially affiliated with/authorized by the brand). What happened next is a testament to the marketing savvy of Coke brand managers (or the talented behind-the-scenes PR and Marketing firm folks). 

Coke offered to share the page with the creators, flew them down to Atlanta for a few days of meetings and gave them a tour of the World of Coke museum. Win, win and win. 

As with most things in social media, there isn’t a one size fits all solution, but if you think things through, you’ll come up with something that works for everyone involved. If you ever find yourself (or one of your clients) brandjacked, here are a few things you can do. 

1. Answer this: Who are these people?  Start a profile- Name, age, occupation, location. 

2. Determine if these people are friends or enemies. What have they said about your brand and others? 

3. If they are friends, is there a way that you can support them? Giveaways, involvement in contests, special brand-related info? 

4. If they are enemies, is there a way to address them without making too much of a fuss? How dangerous are they to the brand? Is addressing them even necessary? 

5. No matter what (friend or foe), decide how they could play into the brand’s future activities in this space and others.

← Older Entries