Section Three: Accounts on the Move September 4, 2007
Posted by Mark Blei in : Uncategorized , add a comment| Tue, Sep 4, 2007 |
| Chili’s |
| Hill Holliday |
| Hill Holliday was named agency of record for Chili’s Grill & Bar. The agency will handle television, print, radio and interactive work, along with media planning and buying responsibilities. The account is valued at $110 million. |
| AT&T |
| In Review |
| AT&T is looking to consolidate media planning and buying for its landline and wireless services under one agency. The account is valued at $2.3 billion. GSD&M, Mediaedge:cia, OMD and Digitas are the incumbents. |
| Visa |
| In Review |
| Visa placed its $417.8 million global media buying account in review, in an effort to consolidate the work. |
| EDS |
| TM Advertising |
| EDS, a technology services company, selected TM Advertising as its worldwide creative agency of record on its $10 million account. The agency will be responsible for developing the creative strategy and execution of TV, print, and online elements. Media planning and buying will remain with MediaVest in New York City. |
| Bissell |
| Cramer-Krasselt |
| Cramer-Krasselt was awarded creative duties on the $22 million Bissell Homecare account. Campbell-Ewald previously handled the account. |
| Le Pain Quotidien |
| Duval Guillaume |
| Le Pain Quotidien, a bakery chain founded in Belgium, awarded Duval Guillaume its global advertising account. The work, previously unassigned, was awarded without a review. Spending was not released. |
| Laura Ashley |
| bounce agency |
| Laura Ashley named the bounce agency as its agency of record for marketing communications. |
| Snip-its |
| FUSE/ideas |
| FUSE/ideas was named agency of record for Snip-its. |
Traditional advertising tactics fail on social networks September 3, 2007
Posted by Mark Blei in : Uncategorized , add a commentTraditional advertising tactics fail on social networks
New research suggests that most marketers continue to use traditional marketing tactics on social networking sites, and it’s affecting their return on investment.
Forrester Research released the results of a study last month appropriately titled “Marketing on Social Networking Sites”. The results indicated that traditional advertising techniques and microsites were still being used to “push” messages to users of these networks. However, the return on investment from these type of campaigns remains low.
“We believe that marketing needs to turn itself on its head,” said Gurval Caer, president and chief executive at marketing agency Blast Radius. “The goal should not be messaging customers, but rather should be building relationships from the first moment of a delightful experience that will make people’s lives easier, better and richer.”
Forrester found many Internet users were interested in viewing marketer’s profiles – one-third of Gen Y users and nearly half of adults. The best way to engage them on social networks was, the report said, to make use of branded viral elements and to form personal relationships as “friends”, much like “how bands promote themselves on sites like MySpace”.
