DiVersity

At the start of the month, Diversity held a Country &...

Fri, 29 Jul 2011 07:28:00 -0400

At the start of the month, Diversity held a Country & Western themed Summer BBQ for staff and their partners/families - packed full of themed food, drink and Olympic-style events. OK perhaps Hook-a-duck and the 3 legged race won’t be featuring at London 2012, but some were hard work! Congratulations to Team Moonshine who came out eventual winners

Thanks to Di and Alan for being hosts, Sandra for the food and everybody who helped to organise a great day!

Google+'s Quick Rise To Fame

Fri, 29 Jul 2011 06:15:06 -0400

Courtesy of Tech Crunch and Leon Håland, here is a brilliant graphic which shows how quickly it has taken Google+ to reach 10million users, in comparison with Facebook and Twitter. It shows how quickly word spreads over the internet nowadays. 10 million users in just 16 days is huge.

Obviously this isn’t an accurate reflection of popularity alone. Facebook launched in 2004 and Twitter 2006, when the online world was still getting to grips with social networking. In addition to Google’s already huge user base, the FaceTwit / Twitbook channels were probably huge determinates in Google+’s rise to fame, in terms of creating online conversations about the new platform.

But the question arises, will Google+ create a loyal user base? Or is the quick spike in sign ups more about the novelty of a new social network, as opposed to people wanting to ‘real-life share’? Facebook and Twitter have famously loyal user bases, so it will be interesting to see a graph in a year’s time which shows how many of Google+’s 10 million new users actually go on to use the site consistently, in comparison.

Speaking Clock – Still Alive And Ticking

Tue, 26 Jul 2011 07:11:25 -0400

On the 75^th anniversary of the Speaking Clock, the BBC reported that a massive 30million calls were made to the service last year - that’s 8219 calls each day or 342 calls every single hour. Who are all these people still using the Speaking Clock?

Why is demand still so high? The speaking clock doesn’t run high profile multi-media advertising campaigns!

Sitting at my desk right now I can glance at my wrist, look at the bottom right of the computer, tilt my head to the office clock, press a button on my phone, ask one of my colleagues, and god forbid go to the painstaking extent of Googling ‘what the f@*# is the time right now’, all of which are easier options than picking up the phone and dialing 0, er, urm, the Speaking Clock number. It is not always clear what motivates consumer behaviour - research is invaluable but sometimes you still have to rely on instincts.

How about the fact that our digital age means we’re more accustomed to having continually accurate information at our finger tips, something which was not always so easily accessible. Feeble answer yes, but I’m still struggling to work it out.

A quick survey of the office didn’t help…

Are women in bars pretending to be on the phone to avoid interested glances of unsuitable gentlemen one reason for the high number? Or is it the call centre staff dialling in just before they’re about to leave work (‘faking it’ to prevent the dreaded 4:59pm caller)? Are blind people a reason for some of the calls? Even if all were true, surely these don’t explain 8219 calls a day.

I guess traditional habits die hard. Perhaps like the shipping forecast, a large chunk of the population have grown up calling the speaking clock and gain comfort from the soothing tones at the other end.

The process of dialling and setting your watch/clock to the precise second could be habitual, but is the practice being passed down from generation to generation? Will the speaking clock still be going strong in years to come? Will BT launch a huge above and below the line campaign to ‘win back’ customers who prefer to check their iPhone? We’ll have to bide our time and see. I may not use the service but I am pleased it is still there.

Author: Joe

Facebook price hike

Fri, 22 Jul 2011 05:11:00 -0400

With more than 750 million active users, and more than 700 billion minutes spent per month on the platform, Facebook can provide one of the best indicators of user trends around. It holds an unrivaled amount of information about what’s being read, what’s being watched, and what’s being said.

Many people I speak to don’t even realise there are ad’s on Facebook – illustrating the zombie-like state we morph into when logging on - but users must be clicking through.

Along with reflecting user trends, Facebook is also the epitome of the current health of the social media advertising landscape. Recent research from TBG Digital has highlighted that ‘Facebook has increased the cost of advertising by up to 74%’, a huge hike in cost for advertisers. While this may not be much of a surprise, especially when during Q1 of 2011 internet advertising is up by 23%, the fact that Facebook can increase costs by such an amount underlines the importance brands place on social networks. After all, Facebook tracks demand and sets prices as a result – so the advertisers must be making money.

Then again, TBG are an ad agency who build Facebook campaigns for their clients, so highlighting Facebook’s price increase for their clients to see is much like my local fishmonger telling me in detail about the declining ecosystem in the North Sea. OK, I get it – you’re going to charge me more for my fish and chips today.

Author: Joe

Sigh for Cy – Graffiti’s Grandad I guess for many people the...

Fri, 08 Jul 2011 11:34:00 -0400

Sigh for Cy – Graffiti’s Grandad

I guess for many people the scribbles, splots and splashes of Cy Twombly provoked the clichéd “looks like a child did it ….etc etc…” and, for me, that was the amazing point. Vitality and exuberance with the occasional written expletive and a bit of sexual imagery scrawl in some of the works – what juvenile wouldn’t be excited to create such stuff?

With his death recently it made me look again at his use of imagery and the written word, which started as far back as the ‘50’s. It made me think of the way the written or texted word, in blog and tweet, has become, for the time being, the overwhelming common currency of communication (the complexity of creating imagery on portable technology left to whizz “kids” like David Hockney), with image creation by the masses reduced to phone camera flashes of boozy nights out.

Mark making, however, is on the streets. Graffiti, now acceptably famous with Banksy and other can-wielding cohorts echoing cave painting communication, where ideas are shared by simple outline and visual shorthand. These on street communications are now often also considered “art”. Does this somehow make them less accessible by most of the people who walk amongst them?

Another thought, is there a parallel with Cy’s use of words and pictures with advertising, the copywriting and art director combination…?

Life in pictures by The Guardian

Ads work - when there's a simple, strong idea!

Thu, 16 Jun 2011 12:13:00 -0400

At DiVersity we are massive fans of outdoor media, but seldom have the chance to produce creative along these lines! Unfortunately it isn’t real, but a great marketing stunt by Ogilvy in Mexico, where HotWheels have been creating spectacular outdoor media on a huge scale.

Inspired by this campaign run by Hot Wheels I now have a great Birthday present for my Nephew! The guys in the office have been harassing me to set it up, but so far I have resisted

Check out their other outdoor stunts at Paper Plane, t he gigantic children by the road are my favourite.

Why not market yourself…?

Wed, 01 Jun 2011 12:28:00 -0400

If you are good at marketing and need a job. why not market yourself…?

10/10 for the bravery shown by this young Irish marketing graduate, investing your savings on a billboard campaign is certainly a bold route to take in Ireland’s current job market.

A great demonstration of how an eye catching outdoor campaign can still create a stir. The amount of free PR coverage he has received as a result would certainly make most clients very happy.

New Olympic Event: Getting A Ticket

Tue, 12 Apr 2011 10:26:25 -0400

To be in with a chance getting a ticket for the Olympics, many will have to apply for a Visa card first, leaving a bad taste in the mouth of millions.

According to the Olympic committee, there are nearly 400 events during an Olympic games - where competitors aim to be the fastest, strongest, the best. But London 2012 have added another event to the list - the ticket lottery. The first hurdle is owning the right plastic, only then can you enter the race to win tickets.

According to the BBC, ‘Visa is the dominant debit card supplier in the country with 53 million customers compared with 17.5 million for Mastercard’ while Mastercard wins the credit card race by 14 million users.

Now on the one hand you could argue that the London 2012 committee and Visa are doing their bit to try and help reverse the UK’s ailing credit debt - by not accepting the majority of the population’s credit cards. But you could also argue that the organisers are forcing a massive segment of the population to take out a Visa card, to attend an event that has been proclaimed ‘for everyone’. Does this fit the Olympic ideal? Not a good attitude for ‘the greatest sporting event in the world’.

Yes I know Visa are the Olympic sponsor and this is common practice with large sporting events, but to only accept one type of payment card and to be so overtly commercial just doesn’t fit within the spirit of the games, a spirit where togetherness and unity should prevail, not commercialism.

I suppose you can’t really blame Visa. What brand wouldn’t turn down an opportunity like this - but thinking from a consumer perspective, by being ‘the only option’ I’m not sure if Visa are being positivity reflected.

What level of engagement do Visa gain from a customer who is forced to use their product, just to have a chance of attending the Olympics?

What if you were told that to pass through the turnstile you had to be wearing one brand of clothing? Or wear one brand of deodorant? Would it be OK for the security guards to sniff your armpits to check? Forcing people to pay with a Visa card is authoritarian and not within the spirit of the games. The Olympics should be inclusive and be an event everybody can participate in.

Author: Joe

Imprintvertising

Mon, 11 Apr 2011 06:06:00 -0400

We’re all walking billboards, wearing brands on t-shirts, caps and trainers - but how about on skin? Unsuspecting people may now be sporting advertisements a little closer to home, courtesy of DDB New Zealand who have built an innovative bench with raised lettering on the seating area. So when a person sits down wearing a pair of shorts or a short skirt, a pressure imprint will be left on their legs, displaying a message or advertising a business.

Now for those not accustomed to having their legs on show, this new found form of advertising will have little effect - apart from an uncomfortable seat. However for those fortunate enough to be wearing such skimpy outfits, don’t assume it’s the new gym regime that’s attracting all of the looks – you’re branded.

This has obviously raised a few moral questions, but no need for DDB UK to worry - there is little chance the practice would take off here. For one, Imprint-vertising requires scantily clad clothing – which in turn required hot weather – and I doubt you would want an advertising campaign lasting around 4 days a year.

Also, companies spend a huge amount of money working with model agencies to pick the perfect model to represent their brand, but this new route does not allow such control and leaves the ‘model’ to chance – which could easily end up with some bad representation!

Either way it’s still innovative creative and you can’t knock them for trying something new.

Author: Joe

Fun creativity - for the greater good?

Wed, 06 Apr 2011 11:19:00 -0400

The British Isles may be widely considered as Europe’s soggy western outpost; but with two people under 35 diagnosed with cancer every day we have seen a threefold increase in skin cancer among 15-34 year olds since the 70’s. (Cancer Research UK)

Public awareness campaigns for the dangers of skin cancer have produce some brilliant creative like this website which is one of my personal favourites… http://www.computertan.com/. It went viral and received over a million hits in the first month which undoubtedly raised awareness, but with skin cancer rates steadily increasing does it make a difference? Do people care enough about themselves for there to be an impact?

Some agencies grew fat by spending government money creating public service campaigns. Juicy contracts from the likes of COI may not be as readily available as they once were, but as the changes to government spending priorities take effect - will the country suffer?

Nanny state or advertising for the good of the nation? I don’t know and right now don’t really care, but as the sun is coming out again and the country starts to rejoice it would be great to see some brilliant outdoor campaigns even if advertising is merely a superficial way to approach societal issues…

Author: Eddie

TV won't take it lying down!

Wed, 06 Apr 2011 11:01:00 -0400

TV is fighting back. The rise of internet advertising has put real pressure on revenue for traditional media channels, but can this be reversed?

Virgin Media and BSkyB are trialling mould breaking scheduling systems that hold ads in the set top box and tailor content during ad breaks to the viewer. Is it the way forward? Or just a sop to media buyers…. A statistical excuse to persuade clients that the media is the message, however poor the message!

The “tailoring” is based on postcode, viewing preferences and research. Theoretically a young woman living in central London would receive a very different set of adverts to a pensioner in the Lake District. There is also the potential to update adverts so a programme recorded at Christmas would have seasonal advert replaced if it was watched in months later.

Channel hopping and editing out of breaks TV creates a massive amount of wastage for advertisers. But no amount of targeting and statistical analysis will produce compulsive ad viewing if the delivery of the message is predictable, boring or just ill conceived…

…and what about serendipity?

One of the reasons we love the internet is the unexpected turning up as you surf. Can we not look to create more TV adverts that capture the imagination, get people excited and talking.

Author: Eddie

SOURCE: The Independent

Comical cakes

Sat, 19 Mar 2011 23:48:00 -0400

In aid of Comic Relief, DiVersity held a bake sale raising over £100.

A big thanks to all those in the team that baked!

Some of the ‘cakes’ were however more comical than others…. Cheers Eddie!

Author: Joe

Product Placement now allowed on UK television programmes

Wed, 16 Mar 2011 11:34:00 -0400

UK viewers are apparently deemed by the regulator as so naive and easliy influenced that all TV programmes taking payment for advertising products in this way must show (for three seconds) a mandatory P within a P logo at the start and end of every programme.

Very transparent Ofcom, but is there really any point? What impact will this actually have on viewers’ perceptions of product placement? Imported from the States a long time ago, the practice has been on UK screens for years with even the highly commercialised US film industry openly mocking it in Waynes World (while simultaneously embracing it!). Viewers are even already used to product placement within UK produced soaps from ‘accidental’ product placment.

Morally, you could argue that we need to be told producers are taking money for putting certain products on set, especially when it could amount to £330,000 a week, but then again, do we really care?

Author: Joe

Facebook, a baby and an Egyptian revolution

Wed, 09 Mar 2011 11:32:00 -0500

With over 600 million users and the ear of Barack Obama, Facebook is a phenomenon with global influence showing no sign of abating. There have been numerous stories of Facebook parties getting out of hand and now there is a revolution on Mark Zuckerberg’s CV. Freedom of speech is a wonderful thing and Facebook’s role in the Egyptian revolution is to be celebrated.

For a brand to be able to mobilise thousands while simultaneously connecting in such a personal way is truly remarkable. But no matter how influential Facebook is, it’s not an appropriate platform for all companies.

Ultimately, Facebook is a communications channel and in marketing terms should be judged on how appropriate it is to deliver the message - and nothing else.

SOURCE: thanks to Joanne McCabe and Metro

Author: Eddie

Apple losing market share

Tue, 01 Mar 2011 11:11:00 -0500

The undeniable success of the iPod and iPhone created the app market, Apple now dominate with over 82% market share and $1.78 billion in sales during 2010. An impressive increase of 132% year-on-year. Competition is growing at a far faster rate, and Apple’s share is down by over 10% on 2009 as the Android Market (+861%), Blackberry App World (360%) and Nokia Ovi (719%) increase penetration dramatically, although from a low base. Two things are going to be certain in 2011, Apple’s share will continue to decline with the growth in popularity of competitors, especially Android and the newly formed siamese twins - Nokia/Microsoft.

Creative and marketing agencies need to appreciate this is now very much a mainstream communication channel and have to be able to offer it to clients.

Author: Eddie

SOURCE: thanks to Lance Whitney and CNET