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Original articles from Anamika Pande Ved.
Content Marketing: A Must For Effective Brand Building
“Branded content has the ability to create brand differentiating by bridging the gap between TV’s emotive power and digital media’s efficient reach,“ says the recently released Forrester report entitled How To Build Your Brand With Branded Content. Brands and agencies agree on the point that regardless of what medium of “content marketing” you use — mobile marketing, social media marketing, email marketing, direct mail, outdoor — it is an essential ingredient for whipping up an ideal marketing mix. This fact is also borne out by a new survey conducted by MailOnline, the world’s largest global newspaper website.

Coke Promoting Harmony & Happiness via Vending Machines
As we reflect and ponder over international affairs, the struggle for privileges, concessions, entitlement, and the ensuing hostility and antagonism appears more prevalent than the prospects of friendship. But isn’t enmity between nations, or, so to speak, enmity between individuals...

Do Brands Need Celebrity Endorsement?
"Everybody wants to know what I am on. What am I on? I'm on my bike, busting my ass six hours a day. What are you on?" says Lance Armstrong in the 2001 Nike ad. Well, this doesn’t sound quite right after his recent confession to Oprah Winfrey, which unleashes the fact that he was indeed on his bike...

Drive Mitsubishi and Kill Pretentiousness
Advertising, according to some people, is creative bragging, but given the current economic trend, Mitsubishi with its new “Mitsubishi Unpretentious “application is trying to stand out from the competition by obviating from that and instead helping the audience erase annoying Facebook braggers.

Google Does It Again
When it comes to advertising, the tech-giant Google aims for the heart and not just the head. Through its ads, Google demonstrates that technology is only a part of what it takes to captivate the audience; the more important step is to establish a strong emotional connection.

The Olympics of Creativity
Ads for London Olympics 2012 keep rolling in as the agencies unleash their creative juices and squeeze the opportunity to make a mark. The Olympics command a huge global TV audience and present a unique chance for the agencies to show off their creativity and their ability to communicate it.

Value and Humor vs. Price and Promotion-Centered Ads
A Nielsen study analyzing 4,000 packaged-goods commercials from 2006 to 2011 recently concluded that humor and value proposition in advertisements attracts and enthuses the audience more than price and promotion. The study made a comparative evaluation of the effectiveness of the commercials as the economy passed through different phases: pre- (2006–2007), during (2008–2009), and post- (2011–2011) recession. ”Effectiveness” was measured in terms of the appeal and likeability of the ads...

No More Doofus Dad in Ads
Father’s Day is around the corner and agencies are all geared up to woo the audience with everything Dad, but they need to be careful when portraying dads in the ads. The reason: ads showing Dads as idiots are not going over very well these days.The evidence is the recent backlash to Huggies' "Dad Test" campaign.

Are QR Codes and Virtual Stores the Future of Marketing?
How do you sell to the consumers who are too busy to come to your store? You take your store to the customers. That’s exactly what brands such as Glamour Magazine, Peapod, Fox Home Entertainment, and Marks & Spencer are doing to reinforce their brands with customers. They have introduced a creative and convenient way of shopping for their time-pressed customers.

'The Middleton Effect' on Brands
Thanks to Kate Middleton, a.k.a. the Duchess of Cambridge, British brands are reportedly finding more traction in the American market and customers are moving from the niche French, Swiss, Spanish, or U.S brands to British lines. The marriage of Kate Middleton and Prince William has certainly helped British brands with making inroads in the wardrobes of American customers who are infatuated with Kate and gush about her fashion sense. Brands like LK Bennett, a luxury women's fashion brand based in London and now synonymous with Kate's style from dresses to shoes, are taking advantage of this new renewed interest in British brands.

Is Facebook the Next Big Kahuna in Advertising?
As a social media aficionado, I am on Facebook practically every day, but not once have I clicked on the ads sitting on my Facebook wall, clamoring for my attention. Does that mean Facebook ads don’t work? Marketers seem to be clearly divided in their opinions on the effectiveness of Facebook ads.

Enough of the Ads Starring Charlie Sheen
Charlie Sheen is probably right when he says, “What do I get from good behavior?” His wild behavior is certainly making him a hot favorite with ad agencies, who are willing to put stake in his notoriety to stand out through the clutter. Agencies are using Charlie Sheen and his demons in various ads.

Ads: Social Awareness Agents
Most people know that Alzheimer's affects about 18 million people in the world and is the sixth-largest cause of death in United States; they understand that the disease leads to the destruction of brain cells and reduces memory and bodily functions over time. What people perhaps don’t know is the individual misery.

Great Ad Ideas: They're Anywhere and Everywhere
For the past week, the bus shelters and elevators in Shanghai have been sporting a new elegant, eye-catching Coca-Cola design featuring two hands in the shape of Coke’s iconic white ribbon passing a bottle. This refreshing, stylish advert, which forms a part of Coca Cola’s ongoing global ‘Open Happiness’ campaign and is now seen all around Shanghai, was not created in an office.

Ads Need Hilarity, Not Absurdity
“There is nothing less impressive than someone trying to be impressive. There is nothing less funny than someone trying to be funny.” This is exactly what comes into your mind when you watch ads like Jack-In-The-Box’s “Marry The Bacon” ad. The whole campaign exhibits complete disrespect for the listener

The Inimitable Genius of Advertising
Recently the CLIO Awards, one of the most recognized global awards ceremonies for advertising, design, interactive, and public relations, named Piyush Pandey as the recipient of the 2012 Lifetime Achievement Award. Pandey, the Executive Chairman and Creative Director of South Asia for Ogilvy & Mather India, will be honored at the 53rd annual CLIO Awards ceremony on Tuesday, May 15 at the American Museum of Natural History in New York. The award is an acknowledgement and a celebration of Pandey’s outstanding and ongoing contribution to lead the advertising community forward.

Is Culturally Immersive Advertising Effective?
Why do people react positively to certain ads? Why are some commercials able to get themselves heard through the noise? Why does advertising act in mysterious ways and just when the audience thinks they can resist it, it leaves an impact? Perhaps because advertising is not just about logic; as Stephen Leacock said, it is “the science of arresting human intelligence."

What Lies Beneath the Laneways
Advertising speaks with the language of utopias and never grim problems,” said Herbert Marcuse, a German Jewish philosopher in his book The One-Dimensional Man (1964). There is some semblance of truth in that, as the myriad commercials excel in telling stories to envelope people in an imaginary false world.


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