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A fragmented digital space presents a valuable attribution challenge. Here, leading marketers discuss a fascinating and vital subject
Last year, John Wanamaker's 'half the money I spend on advertising is wasted' adage applied to online video. In 2011, 47% of all video ads were abandoned, according to data from DoubleClick.
Sixty hours of video are uploaded to YouTube every second - yet only a handful of ads will become viral hits each year, exploding into the public consciousness and spreading contagiously across the web and the globe.
Figures show radio is still a popular medium with a mood-enhancing effect, while studies suggest it has immense potential to drive consumers to interact with social and mobile brand activity.
Campaign: The Voyage of the Dawn Treader Client: 20th Century Fox PR team: Beatwax Timescale: November 2009-March 2011 Budget: 400,000 20th Century Fox wanted to create a global campaign to promote the third Chronicles of Narnia film, The Voyage of the Dawn Treader. After the box office...
Campaign: W London Premiere Client: Starwood Hotels PR team: John Doe Communications Timescale: September 2010-March 2011 Budget: 100,000 Starwood Hotels asked John Doe Communications to launch W London, its first major property in the UK. Objectives - To introduce the W brand...
Campaign: Music for RAIN Client: The Coca-Cola Company PR team: Paratus Communications Budget: 20,000 Timescale: March 2011 Coca-Cola has promised to provide at least two million Africans with clean water and sanitation by 2015 as part of its Replenish Africa Initiative (RAIN). Earlier...
Campaign: The Living Lab Client: Pizza Express PR team: Unity Timescale: October 2010-February 2011 Budget: 150,000 After turning 45, Pizza Express wanted to reinvent itself for the next 45 years. Unity was asked to come up with ideas ranging from design to service and food, to build...
Campaign: Raise a Roast Client: Crown Carveries PR team: Willoughby PR Timescale: February-April 2011 Budget: 25,695 Mitchells Butlers pub and carvery chain Crown Carveries wanted to capitalise on the royal wedding and asked Willoughby PR to create coverage. Objectives - To generate...
What were your agency s three highlights of the past year? It s hard to narrow it down, but I d have to say that our three biggest highlights were exceeding our budget with double digit growth, advances on the digital front and being ranked as one of Advertising Age s Best Places to Work : *...
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