VidenBanken
VidenBanken er DRRBs samling af relevant, interessant og aktuelt fagligt materiale – udarbejdet af branchens professionelle bureaufolk selv. Så hvis du ligger inde med noget, du vil dele med os andre, er det her, det sker! Send dine artikler, undersøgelser, fagrapporter mv. til VidenBanken på drrb@drrb.dk mrk. VidenBanken…
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Unleash the future
The current environment. Chaos, complexity and the end of certainty
Af Daan Remarque
The current marketing environment seems to become more complex over time, up to a point where it feels chaotic. In marketing this results in, for example, extremely short lead times for new product development, very short life cycles of new products, failure rates of new products up to 90% in some markets, hyper competition, competition from unexpected directions, etcetera.Today’s business environment is very complex and dynamic. Download artiklen her
Introducing the Chief Community Officer
- Marketing Has Changed. So Must Its Leadership
Af Chuck Brymer, president and CEO, DDB Worldwide
Everyone now faces the same situation - how do we engage consumers to become brand loyalists and advocates. Download artiklen her
Unleash emotions for business growth
Af Paul Price Chief Partnership Officer, DDB Worldwide
"More than a feeling: emotionally appealing experiences can resurrect markets. There has never been more need for marketers to unleash the emotional power of their brands. Marketing sameness, media fragmentation and confusing choices call for inspirational emotional experiences to engage consumers and create revenue growth." Download artiklen her
Brand Narratives Positioning in the time of media fragmentation
Af John Garment Global Knowledge Management, DDB Worldwide
"The process, as well as the concept of positioning itself, is being called into question by a number of important voices in the marketing community." Download artiklen her
Brand consistency redefined
Af Jeff Swystun, Director of Global Communications, DDB Worldwide
”The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence. ” Download artiklen her
Six billion monkeys versus William Shakespeare
Af: Matt Dyke, Planning Director, Tribal DDB London
”These new revenue models hint at a future where creative artists aspire to make money from advertising. In effect revenue-sharing video sites could become the end and not the means, with opportunities for a music artist to make as much money from advertising as from being signed to a label. Now the monkeys are getting paid!” Download artiklen her
Polmark-rapport: Interessenters holdninger til regulering af markedsføring og reklamer for føde- og drikkevarer rettet mod børn
Af: Liselotte Hedegaard
En ny Polmark-rapport afslører holdningen til regulering af markedsføring og reklamer rettet mod børn hos en bred vifte af danske interessenter. Disse interessenter omfatter industriens, detailhandlens, reklamebranchens og mediernes organisationer samt forbrugernes og de sundhedsprofessionelles organisationer og akademiske eksperter. Undersøgelsen er foretaget som del af et større EU-projekt med det overordnede formål at øge forståelsen for, hvad der har indflydelse på børns valg af mad og drikke, at bidrage til en forbedring af europæiske børns ernæringsmæssige status, samt at imødegå den udfordring, som overvægt og ikke-smitsomme sygdomme stiller de europæiske medlemsstater overfor. Download rapporten her
Digital Marketing’s New Rock Star
Af: Dennis Hurley, Creative Strategist ved Tribal DDB Sydney.
”To me, 3G mobile marketing is like a rock star. It is worthy of all the attention we can give it because it’s just that cool. We know that it’s radically different from traditional forms of advertising, and that it’s going to be trouble, but we love it anyway. And for those about to rock, we salute you… hopefully you will find the mandates outlined in this paper useful.” Download artiklen her
Brandattitude
Af: Poul Mikkelsen, Kreativ direktør, DDB
”Forbrugerne har større indflydelse på branding og kommerciel succes end nogensinde før. Den digitale teknologi gør dem i stand til at kommunikere om et brand med virksomheden og med alle andre nysgerrige online. De udveksler viden, gode råd og kritik og er derfor med til at definere brandet. Hvad enten du vil det eller ej. Så der er egentlig ikke tale om et valg. Det øger behovet for en markant brandattitude, som er stærk, gennemtænkt og inspirerende nok til at tiltrække dynamiske forbrugere der gider sprede det glade budskab. Det skaber også et behov for at virksomheden, og ikke blot marketing, er i stand til at have en værdiskabende dialog med disse så vigtige mennesker.” Download artiklen her
Reklameanalysen 2009
Af: Mindshare / Artikel forfattet af Jan Beck Jochims, Business Planning Consultant, Mindshare
”Vi elsker at hade reklamer på TV … Ifølge danskerne er TV den mest irriterende reklameform. Kun reklame e-mails og salgsbreve kommer op på samme niveau. Men det er samtidig de reklamer, som man er mest opmærksom på, kun overgået af husstandsomdelte reklamer og smagsprøver i butikken.” Download artiklen her
Capturing Opportunities in Challenging Times
Af: Jeff Swystun, Chief Communications Officer, DDB Worldwide / Les Binet, European Director, DDB Matrix / Dan Miller, Group Account Director, DDB Seattle.
"The current global financial crisis has hit with such speed and severity that it appears entirely unique. Even with the various economic downturns experienced in 1990-91, 1997, 2000-01, and 2003, our seventeen years of largely uninterrupted growth have left many businesses ill-prepared to make the decisions necessary to ensure survival, let alone grow in the marketplace today."
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