How three CMOs, given the chance, would reinvest a month’s worth of advertising spend. With insights from Amy Choyne, CMO at United States Tennis Association, Wendy Harrington, CMO at Tyto Life, and Terrance Williams, EVP and CMO at Nationwide.

What if there was an even more emotional way to find out you’re expecting a baby? Discover the mechanism of the first pregnancy test prototype that gives to all women the possibility to know if they’re pregnant by their men, not by a device.

BBDO Italy and we’re trying to make our Tempo handkerchief client stand not for illness and unpleasant situations only but for release of happy moments too, in order to re-launch it as a positive brand that encourages people to live their emotions to the fullest. And we thought no event could be happier and more emotional than a pregnancy announcement.

But while men discover they’ll be dads with their female partners in the most beautiful ways, women get that news in a bathroom, most of times alone in a mechanical and solitary way.

To show what it would be like to discover the result in an alternative way, we created a pregnancy test that delivers the result to man first, so he can let a woman know whether or not she is pregnancy in a more sweetest way.

Thanks to this unprecedented pregnancy test on March 18 for the first time in history a man announced to a woman they’re expecting a baby, generating a debate on the most important newspapers in Italy.

This way, we want to connect with our audience in a way no other brand has ever done and pushed them to associate Tempo hankies with the most emotional moments of life too.

CREATIVE CREDITS:
Ad Agency: BBDO, Italy

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The world is not a perfect place or so claims Huawei and ag agency DDB&Tribal in it’s latest commercial, very, very, very not perfect. But at least there are some people who are working on making it a better place.

CREATIVE CREDITS:
Ad Agency: DDB & Tribal Warsaw, Poland
Creative Directors: Maciej Waligóra, and Zuzanna Duchniewska-Sobczak
Senior Art Director: Mariusz Sepek
Senior Copywriter: Krzysztof Mielcarek
Production House: CUTCUT
Post-Production: Televisor
Director: Trevor McMahan
DOP: Kamil Plocki
Senior Interactive Account Manager: Iwona Maksylewicz

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ANA’s Ask the Expert research service answers the question, “How much of our marketing budget should go to the media purchase of our ads versus paying the agency to create the ads? In other words, what best practices are you seeing around the allocation of working dollars to nonworking dollars?”

New research from the ANA reveals how marketers are dealing with industry disruptions using technology.

Last Friday Samsung launched a new flagship smartphone, the Galaxy S8, its first product launch following last year’s Galaxy Note 7 debacle.  It’s loaded with ground-breaking features and functionality and has been called an “early favorite for the best phone of 2017,” but it’s probably not enough to re-galvanize the brand.  Samsung needs more than a cool phone, it needs a new perspective on brand relationships.

Samsung needs to restore people’s trust in the brand not simply because of the faulty batteries that caused Galaxy Note 7s to ignite, but even more so because of the company’s poor communication and finger-pointing during the product recall.   Samsung also needs to distract people from the political scandal that currently ensnares its founder’s grandson, Lee Jae-yong.  And if those weren’t enough tall orders, the company needs to seed enough demand now to offset what is likely to soon generate far more interest:  the next new iPhone.  The iPhone “8,” scheduled to come out in September, will mark the iPhone’s 10th anniversary and is sure to be a dramatic redesign with real breakthrough innovations.

It won’t surprise anyone if Samsung fails to achieve these goals with the Galaxy S8.  Samsung needs to catapult its brand past its history, its founders, and its competitors.  It needs to achieve brand leadership apart from its products.  Regardless of how awesome the Galaxy S8 is, at the end of the day, it’s just a product — and you can’t win a brand war with a product.

You can’t win a brand war with a product.Click To Tweet

Samsung’s dependence on products is not entirely its fault.   The whole smartphone industry (with the exception of Apple, the ultimate brand unicorn) seems to be built on an adage that a brand is only as good as its last phone.

And to Samsung’s credit, it hasn’t put all of its eggs in its product basket.  The company’s advertising has adopted a more inspirational tone in recent years and its campaigns that incorporate virtual reality demonstrate real marketing creativity.  Samsung also opened 837, a brand experience location in New York City’s Meatpacking district (named after its address on Washington Street), where people can interact with Samsung’s newest products in a highly experiential environment, attend concerts and special events that showcase Samsung’s cultural relevance, and get product support a la Apple’s Genius Bar.

So Samsung is on the right track — but perhaps it needs to “think different” (pardon the pun) about inspiring people’s love and loyalty and explore a new perspective on brand relationships.  My colleague Ed Lebar and his associate Max Blackston, of Blackbar Consulting, present in the textbook Strong Brands Strong Relationships, a construct of brand relationships that could help Samsung.

They discuss the importance of the kind of relationship customers develop with a brand and they describe five relationship types:

1. Identification: The brand is experienced as expressing the customer’s own values and aspirations.
2. Reinforcement: Use or purchase of the brand makes the customer feel better and smarter – in his/her own eyes and in those of others – strengthening the attachment to the brand.
3. Playful: The brand is liked for its relaxed style; it demands nothing of the consumer other than to experience the pleasure it gives.
4. Role Model: The brand is admired for its charisma – a standard of leadership and innovation, which the customer, allying him/herself with the brand, is invited to share in.
5. Self-Differentiating: The brand is seen as distinctive and unique. The brand’s difference is inclusive of the customer, who therefore feels distinctive and unique too.

While each of these is grounded in product attributes and performance, the brand relationship is based on brand perceptions and projections.   Thinking about customers in this way leads to designing products, as well as brand communications, experiences, sales, and marketing, differently — for the long-term.

Perhaps if Samsung focused on cultivating one of these types of relationships, it might be able to establish a more sustainable brand advantage than it would with any one given product.  This new perspective on brand relationships wouldn’t necessarily take the pressure off the Galaxy S8 launch, but it could lead to efforts that start to get the company off the product treadmill.

related:

Don’t Settle for Being An -Er Brand

Brands to Watch in 2017

Apple’s Most Innovative Product Isn’t A Product At All

The post a new perspective on brand relationships could help the samsung galaxy s8 appeared first on Denise Lee Yohn.

Mark Wahlberg is helping get the word out there about the new Unlimited Plus streaming plan from AT&T in a new campaign created by BBDO. The campaign, called ‘Terms and Conditions’, features several spots that have Wahlberg playing up “entertainment on your terms”.

CREATIVE CREDITS:
Ad Agency: BBDO
Chief Creative Officer: David Lubars
Chief Creative Officer: Greg Hahn
Executive Creative Director, AT&T: Matt MacDonald
Executive Creative Director, AT&T Entertainment Group: Steven Fogel
Executive Creative Director, AT&T Entertainment Group: Doug Fallon
Senior Creative Director: Rob Munk
Senior Creative Director: Mark Voehringer
Managing Director: Doug Walker
Group Account Director: Lesley Brown
Group Account Director: Allie Clark
Account Director: Laura Perrizo
Account Supervisor: Shelby Remer
Group Executive Producer: Julie Collins
Executive Producer: Dan Blaney
Production Company: Pony Show Entertainment
Director: Peter Berg
Owner: Susan Kirson, Jeff Frankel
Executive Producer: Helga Gruber
Head of Production: Gareth Wood
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
Final Mix: Sam Shaffer
POST/VXF: The Mill NY
Graphics: Spontaneous
Graphics: Squad47
Sound Design: Brian Emrich
Anthem/Rooms Music: The Kills/The Future Starts Slow
Unlimited Music: Louder Productions

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Young & Rubicam Prague took the unusual step of enlisting the help of an African Grey parrot in its latest campaign for Ceska Pojistovna, the largest insurance company in the Czech marketplace.

The African Grey parrot was trained by a specialist with experience coaching animals for Hollywood blockbusters as Bourne Supremacy (2004) and The Illusionist (2006). The parrot, named Carl, was taught to say “Pet Insurance”, thereby enabling him to take up his job in sales.

After three months of daily practice, he was ready to show off his newly acquired skill all over the country. So the company took him on a tour around major pet stores to recommend pet insurance to people shopping there. After all, what could be more convincing than hearing about the importance of pet insurance straight from a pet?

Carl’s office was a custom-made cage with a built-in tablet and a pre-loaded landing page that prompted visitors to buy the insurance. His unexpected shouts turned the heads of the pet store customers and turned many of them into pet insurance buyers.

According to Patricie Halkova, Account Director at Young & Rubicam Prague, “Carl, the clever African Grey, managed to surprise and delight pet owners across the country. With his help, the message around the importance of buying pet insurance was spread far and wide. What’s more, he literally works for peanuts!”

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ANA’s Ask the Expert research service answers the question, “How can I lead my company through a digital transformation?”

Now more than ever, understanding the effectiveness of each channel, campaign, and content piece is critical to marketing success, yet the rapid growth of channels in this digital age makes knowing the right mix to be successful that much harder. In this issue of Forward, the United States Postal Service looks at how merging digital and print marketing can boost ROI, increase consumer engagement across multiple forms of media, and improve marketing accountability — all cornerstones of a successful marketing campaign. Plus, how a new innovation called Informed Delivery is poised to give marketers more touchpoints and more impressions.