Insight by Michael MacRitchie Sponsorship: Sponsorship offers brands/companies or advertisers a viable alternative to conventional advertising. This can take the form of a sport tournament, an event property, a music festival or a TV production or any entertainment property and can send or cement a brand message in a much subtler, long-lasting manner than a 30-sec promo spot. Sport Sponsorship: …
What is your “Brand Personality”?
An insight by Michael MacRitchie I only recently watched Morgan Spurlock’s documentary, POM Wonderful Presents: The Greatest Movie Ever Sold. One of the major themes of the film is the importance of discovering your brand personality for the purpose of partnering with ‘like’ brands. In the movie, Spurlock visits a noted branding agency where they identify his primary brand attributes …
Sex Sells….
An insight by Michael MacRitchie “Sex sells”. Or so they say. But maybe that’s not quite right. Maybe this is more accurate: The mystery of sex sells. The suggestion of it. What’s the difference? Mystery and suggestion do something that showing everything can’t – they engage the imagination. Sex experts the world over will tell you that the most sensitive …
Watch for ‘Consumer Cues’ to stay relevent
Insight by Andrew Collins I found this article up from Mailman Group website where CEO Andrew Collins makes some interesting points about brands staying relevant the article can be found here; http://www.mailmangroup.com/2011/12/watch-for-consumer-cues-to-stay-relevent/ If you keep reading it is here as well… How many brands closely watch ‘consumer cues’ to drive brand decisions? After all it’s the consumers whom actually create …
Sponsorship can result in powerful marketing
An insight by Michael MacRitchie Sponsorship is one of the fastest growing forms of marketing globally. So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for ‘high impact branding’, heightened consumer engagement and a way to bring to life a brands DNA. This leads to distinct marketing and competitive advantages, as well …
Will.i.am, U.S. State Dept. to Back Beijing Concert
News by Michael MacRitchie BEIJING — The Black Eyed Peas’ will.i.am is heading back to China in support of the Obama Administration’s 100,000 Strong initiative, designed to boost the number of American students studying in China, for a concert announced for later this year. The U.S. State Dept. said that following a meeting with Secretary of State Hillary Clinton, will.i.am …
Working with international Celebs in China
An insight by Michael MacRitchie When working with international Celebs in China stick to some basic principals and you will be right on track. Tip 1 Understand the spokesperson’s point of view: Many clients will mention to me that a celebrity is a fan of their company’s brand or product. So they assume that the celebrity will want to work …
TV sponsorship on the rise on Chinese TV
An insight by Michael MacRitchie CHINA’S UGLY BETTY “UGLY WUDI” China — A raft of new Chinese television advertising restrictions have made sponsorship and product placement a strong alternative route to reaching a ballooning consumer market, according to an independent analysts’ report released recently. The series of new TV ad rules put in place in the first quarter of 2010 …