2011 witnessed social media continue to expand its influence over the marketing industry. Many brands moved their entire digital spend to Facebook and it seems this pattern is set to continue in 2012. In particular the posting and sharing of videos online is transforming the advertising and marketing industry. Saatchi & Saatchi’s spoof of the royal wedding for T-Mobile, which featured Prince William and Kate Middleton lookalikes, was named 2011’s ad of the year among viewers in the UK. It was viewed an estimated 24,485,000 times globally after being launched in April 2011. The advert brilliantly tapped into the excitement of a nation and is a good example of successful offline and online strategies working together in harmony; a pattern we are likely to see a lot more of in 2012 with more and more adverts going viral online.

We couldn’t look back at 2011 without mentioning the phenomenal success of the John Lewis Christmas ad; ‘The Long Wait’. The advert touched the hearts of a nation and is a great example of a brand utilizing personality. In order to stand out from an increasingly busy crowd, brands need to make sure they create relationships with consumers and foster loyalty – John Lewis achieved this brilliantly. As explained by actress and screenwriter Mae West; “Personality is the glitter that sends your little gleam across the footlights and the orchestra pit into that big black space where the audience is”. A charismatic personality is crucial to a brand’s success and this isn’t going to change in 2012. With the Olympics and Diamond Jubilee fast approaching; 2012 will foster a greater sense of national pride in Britain. 2011 has already witnessed brands keen to adopt a more patriotic stance and this is all part of the personality brands will try and display to their consumers.

Another theme that looks set to dominate the marketing industry is the squeeze on price. The worldwide economic recession shows no signs of abating and 2011 saw price based promotions gather pace. Brands therefore need to make themselves budget proof, whether this is by being seen as the best in their field or by creating a strong relationship with their consumers. Brands must encourage customer loyalty to ensure when shopping budgets are cut they do not lose out to the often cheaper supermarket own brands.

Moving away from online and offline content the technology sector is also expanding and impacting on the marketing industry. The rise of the ‘second screen’ seems unstoppable. 2011 saw more and more people consuming media through smartphones and tablets rather than through more traditional platforms and this presents an interesting challenge to brands and marketers. According to Nielsen’s 2011 mobile connected devices report, 70% of tablet users and 68% of smartphone users use their device while watching TV, usually in a social sense. This research is backed up by the testimony of BBC i-player creator Anthony Rose, who claimed television ad-breaks were becoming “tweet breaks”. A number of televisions shows now invite viewers to ‘tweet’ along while watching and this trend will be boosted by the rise of internet connected smart TVs. This is a new and rapidly growing marketplace, marketers need to be proactive and create compelling content that will engage consumers. Smartphones and tablets have revolutionised how we interact with content on-the-go and mobile devices will continue to play a significant role in 2012.

Finally, with the emergence of cloud technology and the continued rise of wireless internet our lives and homes are now more connected than ever. Almost any modern device can have an internet connection and as a result video can be displayed almost anywhere. Video is becoming the preeminent communication tool of our society. Research from Cisco’s Visual Networking Index shows that by 2015, 1 million minutes of video will cross the internet every second. Therefore it seems certain 2012 will witness brands continue to adopt video content as an important communication tool online.

Clearly there is no shortage of options for marketers in the current environment. Social media, mobile, viral videos and more traditional methods mean marketers have a variety of platforms with which to engage their consumers. However with so much choice, brands need to take extra care not to rush into marketing decisions. Campaigns need to be carefully planned to ensure they are communicating with the right consumers in the right way.

Have a great year everyone!

Ian Savage

Portland Communications, a reputable PR firm, was revealed to have edited Wikipedia pages that linked their client to a negative association. Portland removed the reference of Stella Artois from the ‘Wife Beater’ Wikipedia page and from Stella’s own page in an attempt to help rid their client of this detrimental association. However, when users realised there had been a change, they reverted it back. Outraged that a PR agency had altered the content they even wrote a blurb about it on Portland’s own Wikipedia page in retaliation.

But surely Portland has every right to alter these pages, as after all Wikipedia itself states it is “the free encyclopaedia that anyone can edit”.
Portland Communications acted professionally – they were transparent, editing the pages with the username Portlander10  which they had previously used to set up their own Wikipedia page.

If Limelight were ever found in a situation where they were being linked to a negative attribute, I would want to defend my brand whether it was myself who edited the damaging link, a member of the team or even another company. Everyone has a right to input into what has been said about them online. For this reason, even if it is an organisation voicing the opinion, PR agencies can make an impact online as long as the company is acting transparently.

Susanna Simpson

With deliveries of wine, beers, canapés, ice buckets, balloons and a Christmas tree we were ready for a great evening!

Thanks to all of our clients and Limelight friends for coming – it was a lovely night and a great start to the festive season!

Mo Running,  created by The Fix UK, proudly supports Movember and their fundraising for Men’s Health and in particular the Prostate Cancer Charity.

When we originally signed up Race Day seemed like weeks away – but suddenly it was the event weekend and ready or not we would have to face a 5K run!

Bright and early yesterday morning (27^th November), after the usual kafuffle of London transport, we arrived at Battersea Park bandstand. Mos and Limelight tees in place we warmed up in anticipation of the 5K run.

Weaving through the crowd of 700 runners the Limelight team made a sterling effort and everyone completed the 5K run in brilliant times.

Matt Shaw was super speedy, finishing the race the quickest of the Limelighters in just 19 minutes and 52 seconds!

Proud of our accomplishments we hit the pub for a well-deserved feast, cancelling out all the calories burnt off in the run, and then some.

All-in-all a great day which we’re all keen to repeat again– so bring on the next charity run where we can all smash our previous times!

Danielle Barrett

Well we certainly can’t look past the success of John Lewis’ latest effort. ‘The Long Wait’, created by agency Adam & Eve, has really caught the imagination of consumers. The ad has been an instant hit, achieving the holy grail of good advertising: it’s got people talking. What’s the secret of its success? It creates suspense and tells a story viewers can relate to – one which, in short, realises every parent’s dream. This emotional resonance, captured in the tagline ‘for gifts you can’t wait to give’, goes a long way when nestled amongst a lot of other predictable, outdated and ever-so-slightly corny fare jostling for our screen space.

Promoting flamboyant spending is ill-advised in the current economic climate and Tesco has somewhat thoughtfully chosen to lead its advertising with the strap line ‘Keeping Christmas Special’, whilst focusing on low price festive goods. Angela Porter, Tesco’s senior marketing manager, explains: “Just because times are tough doesn’t mean that Christmas has to be less special.  Tesco understands this and wants to help keep Christmas special for the whole of Britain, no matter who you are or how you choose to celebrate.”

This festive season has also seen the swansong of Jamie Oliver’s time as Sainsbury’s brand ambassador. Sainsbury’s Christmas panto advert, starring the TV chef, debuted last week and, like John Lewis, aimed for the feel good factor – but falls a little short with a certain air of the predictable.

Coca-Cola’s latest ‘Holidays are coming’ revival and Marks & Spencer’s X Factor themed ad have both grabbed the headlines, but neither have been able to get close to the 200,000 online shares and over one million YouTube views achieved by the John Lewis ad. Annual tradition or not, we’ve all seen the Coca-Cola ad a hundred times before, and this year’s X Factor (staged infighting and rogue contestants aside) has so far failed to spark the public’s imagination.

Although the Christmas season poses a fantastic opportunity for brands, it’s easy for them to get lost in the tidal wave of themed ads.  John Lewis is currently emerging victorious in the battle of Christmas advertising, but the true brand winner will only be revealed once Christmas has passed and sales performance is reviewed. But for now we can sit back and enjoy the show…                                                                         

Ian Savage

But how responsive has the public been to their increase as a mobile marketing tool?

The uptake of QR codes has increased in recent years, with more marketers spending large budgets on this mobile marketing platform, providing an effective way to integrate offline and online marketing activity.  For example, Kick Energy recently announced they are rolling out a £1m on-pack QR promotion for the upcoming Batman movie.

But the uptake of QR codes by consumers is not growing at the speeds originally expected. In tech-savvy Japan and South Korea these codes are big business, but in the UK it is a different story, with only 19% of UK consumers having scanned a QR code. It appears consumer reception has been somewhat lukewarm.

The main hindrance to QR codes’ success lies in the uptake of smart phones, since they are only accessible to owners of more technologically-advanced phones.  However, as the price of smart phones continues to drop, their uptake is expected to grow, widening the QR code market. 

So what’s all the fuss about? And what do these barcodes really offer the consumer?

Global brands have been quick to embrace QR codes as a speedy and easy route to provide content to consumers, saving time for those on the go. Just take a look at the following innovative campaigns and uses:

• Ralph Lauren has woven QR codes into its shop window displays; they now feature interactive windows, allowing consumers to scan the QR code next to a product which directs them straight to that product online at Ralph Lauren.
•  An Angry Birds QR code ad for the popular app has been created to not only allow consumers to quickly download the addictive game, but it has taken QR codes to the next level, making them aesthetically appealing.

As with most social media and marketing trends, the music business has been quick to get involved in the opportunities QR codes provide and QR codes are fast becoming the new mix tapes. You can now create mix tapes through Spotify and send your friends a greeting card with a unique QR code, which they can instantly scan and play on their smart phone.

QR codes definitely have a lot of potential to develop further and become important in future campaigns. They appear to have fairly limitless uses as they continue to be created for increasingly innovative purposes. With three very different brands already successfully utilising the QR code opportunities – and providing a refreshing look at how they will continue to move away from just merely being a way to access a webpage for more content – I am excited to see their uptake grow!

Danielle Barrett

Traditional TV is certainly facing stiff competition from its cousin online, and not just from viewers in search of ‘on-demand’ services. With online access to the latest news and headlines via smartphone apps (such as the BBC’s news app), viewers no -longer have to wait for the six or ten o’clock bulletin, but can rather get it as soon as it breaks.

But what does the rise in digital TV mean for ad breaks? I certainly can’t recall a time I haven’t just fast forwarded through them in a recorded programme.

The internet offers diverse and unique ways for advertisers to reach their audience, and with more people moving online it’s no surprise that advertisers are increasing investment in it. ITV’s new ad format for its video-on-demand (VOD) service ITV Player is a perfect example. Allowing users to skip adverts if they correctly answer questions based on the advertised brand or product.

ITV’s managing director of commercial and online, Fru Hazlitt, explained “VOD advertising opens up massive commercial opportunities for broadcasters and advertisers….This shift (from TV to VOD and other online formats) is not about the car replacing the horse; it’s about complementary stuff.”

So can the two platforms go hand in hand? We certainly saw a good example of a successful campaign with Yeo Valley’s farmer rap last winter. The campaign paired an offline TV ad campaign with a Youtube Channel. However, a similar campaign this year featuring the farmer boy band The Churned and a karaoke Facebook page could not replicate that success.

It seems the jury is still out on this one.

With the Olympic Games and the Diamond Jubilee approaching next summer, patriotism in Britain is on the increase. Both events will be celebrating Britain and what it means to be British, and will hope to have the same unifying affect that we saw with the Royal Wedding earlier in the year. I certainly have a renewed sense of national pride – it’s hard not to when (dodgy politicians and rioting youths aside) our capital city is soon to play host to the world with the arrival of the greatest sporting competition on the planet!

This increased public spirit and rejuvenated patriotism has presented a fantastic opportunity for innovative marketing agencies. Consumers full of patriotic fervour are drawn more and more to companies who celebrate or acknowledge their British heritage; no longer is the Union Jack seen as a negative or a marketing faux pas, but a positive, and something companies are becoming more keen to associate themselves with.

The challenge facing brands and marketing agencies, therefore is how to tap into this patriotic zeal and translate it into profit. But what makes this challenge more difficult is ensuring that any activity achieves this and, at the same time, respects the strict marketing regulations (particularly regarding ambush marketing) that have been set for businesses that are not official sponsors of the London 2010 Olympic Games.

Some brands are blazing the trail, with Vodafone recently unveiling its ‘London’s Calling’ campaign with a series of black cabs emblazoned with the Union Jack and Vodafone’s logo offering phone charging services to customers. We have also seen Nestle associate themselves with the Olympics sporting legacy in a bid to boost their image.

Virgin Media has adopted a more subtle angle with its recently revamped logo. By incorporating the Union Jack Flag into its logo, the business is visibly celebrating its British roots whilst also drawing in customers with a renewed pride in what it means to be British. Virgin’s executive director of brand and marketing communications, Jeff Dodds, explained: “At Virgin Media we’re extremely proud of our British heritage and wanted to find a way to symbolically remind people about all the fantastic things about our nation. With Britain celebrating the Queen’s Diamond Jubilee and hosting the Olympic Games next year, we believe there is no better time to show our pride and excitement about what it means to be British.”

In the past the UK has generally tended to shy away from overt displays of patriotism but it now seems that, with the approaching Olympics, we have thrown aside our old inhibitions and are ready to embrace our national identity. It will be interesting to see which brands will be next to recognise and make the most of this Olympic and Jubilee-inspired national pride spreading across the nation -  without stepping on any sponsors’ toes, of course.

 In 1996 Linford Christie appeared at an Olympics Press Conference wearing Puma contacts. During the 2006 Football World Cup 1,000 Dutch fans were told to remove their Bavaria lederhosen and watch the match in their underwear. At the 2010 Football World Cup 36 Dutch female supporters were escorted out of the Holland-Denmark match for wearing Bavaria miniskirts. And most recently, at the Rugby World Cup 2011 Manu Tuilagi was sanctioned for wearing a mouth guard bearing a sponsor’s name duringEngland’s first two games.

Ambush marketing is a tactical way for brands to cash in on major events without paying the premium to be a sponsor. Cracking down on these campaigns is essential to keep sponsors happy with their official association to events. If sanctions were not strict what would be the point of investing? And without sponsors’ funds how could organisations implement these events?

 With the 2012 Olympics approaching, it was announced last week that an amendment to the Olympics Act 2006 has been set to minimise ambush marketing. The change will reverse the customary burden of proof in criminal cases, making any perpetrators guilty until proven innocent.  

 However, I wonder whether these increases in red-tape and repercussions will really stop those considering cashing in on London’s largest event? It seems unlikely.

As Simon Massey puts it “The 2012 Olympic Games is owned by us all. As a Londoner, I have paid more tax to fund the Games, as have many businesses and brands against a promise of gain to the economy. Let us all benefit, within reason”.

 LOCOG are looking to clamp down on online keyword ambush marketing too. But how will they be able to prevent ambush marketing via mobile advertising or social media? Will any mention of the Olympics on a brands Facebook fan page be seen as ambush marketing? What about all the spectators being led through the biggest shopping mall in Europe as the gateway to the Olympic village –are all of these brands expected not to associate with the Olympics?

 A blur between brands and the Olympics already exists – can you actually name the official sponsors? I was surprised to discover that Nestle isn’t, despite their “Get set go free” campaign, which uses medal-prospect Tom Daley and is being aired in the Olympic run-up.

 Although I believe that sponsors need to be protected, I’m sure that this new legislation will inadvertently cause many brands to become guilty of ambush marketing. Unknowingly combining words, such as “Summer 2012” or even “London 2012”, and violating the 2005 Act. I agree entirely with Massey’s sentiment. It is important that LOCOG keeps in mind the benefits the Olympics brings to the wider economy and so creates a balance between their sponsors’ interests and that of the public and the games, since every UK tax-payer is contributing to London 2012.

Danielle Barrett

Sir Martin Sorrell, chief of WPP, spoke last week at the Royal Television Society in Cambridge and expressed his doubts in using social networks for commercial advertising, stating that they were “not the right context” –  if you interrupt personal life with commercial messages  “you may run into trouble… it is dangerous territory”.

But not everyone seems to agree with his sentiment. In fact, this week saw  the multi-million-pound advertising deal between Facebook and Diageo. Whilst the shift in Bacardi’s digital spend to mainly Facebook initiatives (90%) highlights further this growing trend towards social media-centric marketing strategies.

Gokul Rajaram, Facebook’s Ads Product Director, explains that “Facebook Ads are essentially based on the premise that people want to discover what their friends are doing”. Rajaram goes on to reveal that, when compared to standard display methods, social ads are 68% more likely to be remembered and increase the chance of a consumer purchasing that product by 400%.

 The prospect of using only adverts which are socially communicated across Facebook, so that only those ‘liked’ or shared by our friends are displayed, provides a much more personal link to campaigns. It is clear that Facebook has a wealth of data on all of us – and if used effectively this will be the ultimate resource for any online campaign. This level of personalisation can only help increase brand and campaign awareness and ultimately sales.

Due to its sheer number of users (750 million), I believe Facebook advertising will continue to attract the attention of marketers. However, my concerns is how imposing these ads could become on the users’ experience.

For now, Facebook remains a social media giant, used daily by millions worldwide. But how effective these adverts will be is still uncertain – we’ll have to wait and see what the industry experts at the council meeting come up with…

Danielle Barrett