Most read: Jack Whitehall stars in Samsung's comedy 'School of Rugby' spots
Samsung is hoping to win over non-rugby fans with its new 'School of Rugby' ads, which star comedian Jack Whitehall, Marketing's Shona Ghosh reports.
The idea is to demystify the sport ahead of the Rugby World Cup, with Whitehall as the baffled everyman trying to grasp the rules under the scornful eye of rugby legends including Martin Johnson and Lawrence Dallaglio.
Read on for comment from Russell Taylor, Samsung’s chief marketing officer in the UK and Ireland, including why not being able to mention the Rugby World Cup isn't a problem.
People moves: Poke promotes Angus Mackinnon to lead creative department
Congratulations to Angus Mackinnon who's taken the responsibility for running the department and taking the lead creative role on key accounts at Poke, the Publicis UK digital agency.
Campaign's Kate Magee writes that "The two creative directors that Poke hired earlier this year, Malin Hanas and Jake Cooper, will also take on more client responsibility.
"Nicholas Roope remains as executive creative director and continues to direct the creative and strategy departments, consult on specific client engagements, handle business development initiatives, as well as shape new capabilities within Poke and the wider Publicis UK group."
Check out more comings and goings in adland.
Opinion: Welcome to the age of brands as broadcasters
Adam Fulford, managing partner at Mindshare, thinks "we are truly at the dawn of an age where we should consider brands as broadcasters." We can't argue with that (if you do, Fulford explains himself in the first half of the opinion piece), so let's skip to the good bit: three core themes a Mindshare study identified that help brands succeed as broadcasters.
- Brands need to think beyond the hub: "Consumption happens in feeds and streams with less and less click through. This move alone makes management of content as important as its creation."
- Brands should change the way they measure success: "If we can accept that an impression of a TV ad drives sales then we should be able to accept that a full or partial view of a piece of content performs the same role."
- Brands that were known for consistently producing a certain type of good quality content showed a higher level of engagement overall: "Brands should build for the long term rather than from one campaign to another, working to a clear strategy that supports core brand values."
Read Fulford's piece on the age of brands as broadcasters.
Influencer marketing: Let's price it by engagement
So says Timothy Armoo, founder of influencer marketing business Fanbytes, in Marketing Magazine. Why? Because "reach sucks." What's so great about engagement, eh?
The single biggest thing that influencer marketing has brought to brands is engagement. You can get awareness with any of the mediums such as Google or Facebook. The ability for brands to be able to leverage the relationship between influencers and their audiences and to directly engage with them is a unique value proposition. By optimizing campaigns for engagement, the amount of people who actually engage with a campaign as opposed to reach, adds an incentive for agencies to create the most compelling content that gets people talking. In essence, they know that the more they can do this, the happier the client.Timothy Armoo
Dave Trott: People don't miss what they never had
We hate summarizing Dave Trott's column each week. If you don't read the whole thing, the kicker is never as good.
So this week we're just going to extract and paraphrase a lovely anecdote about this classic Red Rock Cider ad.
The original brief, Trott writes, "was for a cider with a totally different taste. So Nick [Wray, who wrote it while at GGT] used Leslie Nielsen, from Police Squad, with the strapline: 'It’s not red, it’s got no rocks, and it doesn’t taste like cider.'"
But of course, the client changed their mind, and decided their product did taste like cider after all. "We lost the whole reason for the line", says Trott, but they kept what was left and it became an iconic phrase.
Compiled by Jonathan Shannon
Is there something you’d like us to share in 18:05? Email firstname.lastname@example.org with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us @BrandRepublic #1805