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AD NAUSEAM – AWARDS SHOWS UNPLUGGED 1 |
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Thursday, 11 November 2010 17:24 |
| Creative Director | : | Hey that’s my award, what is he doing receiving it on stage? | | Copywriter | : | But boss, you have left that agency three months ago. | | Creative Director | : | But it is my work. My work! | | Copywriter | : | You did it all by yourself.? | | Creative Director | : | Of course, the idea is mine. Why is that guy taking all the credit? | | Copywriter | : | Hey boss, we just won the next award!!!! | | Creative Director | : | Awesome! | | | | | | (Creative Director rushes to stage to receive an award) | | | | | | Copywriter | : | Congratulations boss! | | Creative Director | : | Thank you, thank you, you guys are great! | | Copywriter | : | Honestly boss, this award was for my idea. You had not joined us then. | | Creative Director | : | Watch it, it’s the team that won. | | Copywriter | : | But it is my work. My work! |
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Last Updated on Friday, 12 November 2010 11:25 |
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If only Tiger Woods listened to Krishnamoorthy... |
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Thursday, 11 November 2010 13:02 |
When turning a Press Conference into a national confession,
one has to get it all right: the words, emotion, tone and honesty.
Tiger could have done a better job of it , if he called Krishnamoorthy. Look at the result...
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Last Updated on Thursday, 11 November 2010 18:34 |
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Wednesday, 10 November 2010 13:12 |
By: Rob Griffin.
Search and analytics have always been linked -- but more than ever, the analytical side of what we do to drive effective search marketing requires us to rethink how we use data. I was reading Avinash Kaushik's new book, "Web Analytics 2.0," during a plane ride, and it got me thinking. To date, most of the analytics we do with search is just clickstream data that answers the "what" question. But what about the "why" behind it all?
We know who clicked on what keywords from which engines, we know who converted, who bounced, we know who saw a display ad before a search click, which landing page worked better, and so on. Don't get me wrong, this historical performance data is important, but we live in a constant state of need to better optimize, drive efficiencies, and performance. Knowing the "what" is not just important for optimizing your search buys. The "what" helps optimize display buys and offers retargeting opportunities. Even the brave new world of exchanges and DSPs use this data to inform their buying decisions.
What we don't analyze often enough is the "why" of it all -- why did the user click, bounce, convert, etc. I think this "why" data can be better utilized for targeting and segmenting searchers in order to better meet their needs. Users searching on the big five engines have different needs than a Facebook or Twitter searcher. The same holds true for mobile and local search.
Even within what I will refer to as core search (searching one of the main engines via a PC-based web), query intent can vary. For example, if a consumer is searching for a car, is he looking to buy, or has he just made a purchase? If we get at the "why," I think this insight can also be applied upstream for media mix modeling and driving broader communications and media strategies. The "what" and quantitative lives downstream, at the bottom of the purchase funnel -- while SEM has historically made its claim to fame as the benefactor of all upstream media and communications.
Extracting more insight from the qualitative motives behind why searchers search for what they do and engage with the content and brands they choose can have a massive impact on the effectiveness of a search campaign. The possible applications are very exciting. This insight could radically alter your keyword selection, your campaign structure, engine selection, and approach to copy writing. It will certainly alter the value we put on clicks and keywords, because we will have a better context for what motivates a consumer and therefore entices the desired action (or not, in many cases).
As search marketers, we also need to be Web analytics specialists and use this data and insight to drive landing page and site optimizations. We cannot just drive the traffic and wash our hands. Consumers don't departmentalize what they do the way we do within our organizations. It's all just one experience to them -- and if the experience breaks down and does not deliver what they need, it doesn't matter if it was the SEM, SEO, Web site, customer service, or whoever in the chain. To truly optimize the consumer experience, we need to analyze the quantitative and the qualitative that, as Kaushik puts it, gives us insight into the "what" and the "why" behind what we track.
Search, maybe more than any other channel, has vast amounts of data, but as I mentioned before, all too often we just focus on the clickstream. This has been largely acceptable because, even with just that insight, we have been able to drive efficient results and often remain the best performing channel.
As the act of searching grows in importance in our fragmented digital lives and CPC prices continue to climb, clickstream data won't be enough for long. We will need greater context to optimize and tailor our search campaigns. The successful brands and agencies of the future will begin to reinvent and redefine how they approach search marketing and leverage analytics to succeed. As CK Prahalad wrote in his paper titled "The Core Competence of the Corporation": "another way of losing is forgoing opportunities to establish competencies that are evolving in existing businesses."
Rob Griffin is Senior Vice President/U.S. Director of Search & Analytics at Media Contacts, the digital side of Havas Media.
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Last Updated on Wednesday, 10 November 2010 13:28 |
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Even Krishnamoorthy could not save him! |
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Tuesday, 09 November 2010 20:42 |
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Last Updated on Tuesday, 09 November 2010 21:54 |
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Tuesday, 22 June 2010 14:29 |
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| RESULTS: MALAYSIA |
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| RESULTS: ASIA - WINNERS |
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| SHORTLIST: ASIA ONLY |
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Last Updated on Monday, 25 June 2012 13:54 |
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Tuesday, 22 June 2010 14:28 |
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Best of Cannes 2010
Now that the Cannes International Advertising Festival is over and Malaysia has all but ended up with its worst run in years (2 Lions in Outdoor), let’s look at the Best of Best winners from around the world! More...
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Winners of the Cannes Young Lions print
The winners of the Young Lions Print Competition was announced by the Press Lions Jury President, Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide. More...
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Grey Group KL wins Silver Cannes
Grey Group KL picked up a Silver Cannes Lion for P&G’s Downy campaign in the outdoor category. P&G is one of Grey Group KL’s longest serving clients. More...
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Orcon's Iggy Pop campaign picks up Direct Lion Grand Prix at Cannes
Special Group picks up Asia's first Grand Prix at Cannes Lion 2010 for NZ's internet provider Orcon with Iggy Pop campaign. More...
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Today, Leo Burnett Worldwide launched David on Demand, an experiential campaign that lets thousands of people experience the festival through the eyes and ears of Leo Burnett Worldwide creative recruiter David Perez. What’s more is that beyond attending festival events, David’s other experiences will be directed via his Twitter followers. More... |
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Last Updated on Monday, 25 June 2012 13:44 |
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Cannes 2010 Special Coverage |
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Tuesday, 22 June 2010 12:43 |
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LATEST NEWS HIGHLIGHTS:
- Grey Group KL outdoor campaign for Downy wins Silver Lion
- O&M Malaysia outdoor campaign for Dequadin wins Bronze Lion
- Indonesia's First-Ever Cannes GOLD Campaign: Y&R JAKARTA, INDONESIA
- Cannes Bronze Winner in Radio: PT PERWANAL SAATCHI & SAATCHI Jakarta, INDONESIA
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RESULTS:
Shortlist for Design, Direct, PR, Outdoor, Press, Promo & Activation and Radio, click here>>
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Best of Cannes 2010
Now that the Cannes International Advertising Festival is over and Malaysia has all but ended up with its worst run in years (2 Lions in Outdoor), let’s look at the Best of Best winners from around the world! More...
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Winners of the Cannes Young Lions print
The winners of the Young Lions Print Competition was announced by the Press Lions Jury President, Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide. More...
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Grey Group KL wins Silver Cannes
Grey Group KL picked up a Silver Cannes Lion for P&G’s Downy campaign in the outdoor category. P&G is one of Grey Group KL’s longest serving clients. More...
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Orcon's Iggy Pop campaign picks up Direct Lion Grand Prix at Cannes
Special Group picks up Asia's first Grand Prix at Cannes Lion 2010 for NZ's internet provider Orcon with Iggy Pop campaign. More...
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Today, Leo Burnett Worldwide launched David on Demand, an experiential campaign that lets thousands of people experience the festival through the eyes and ears of Leo Burnett Worldwide creative recruiter David Perez. What’s more is that beyond attending festival events, David’s other experiences will be directed via his Twitter followers. More... |
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Last Updated on Monday, 25 June 2012 13:43 |
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SPIKES ASIA 2009 - SHORTLIST |
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Friday, 18 September 2009 23:14 |
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Last Updated on Friday, 18 September 2009 23:58 |
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Wednesday, 16 September 2009 10:03 |
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Last Updated on Tuesday, 22 September 2009 11:24 |
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SPIKES ASIA 2009 SPECIAL COVERAGE |
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Wednesday, 16 September 2009 09:43 |
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Malaysia took home 1 Grand Prix, 4 Gold Spikes, 8 Silver Spikes and 10 Bronze Spikes. A vast improvement from the previous year, where Malaysia only managed 1 Best in Show, 7 Silvers and 6 Bronze Spikes. Full Article >> |
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Malaysia had over 50 shortlist, while Indonesia had 11 on the first day of Spikes Asia. The shortlist included the Design, Media, Outdoor, Print and Direct Spikes. Full Article >> |
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Over 800 delegates are expected at the Spikes Asia Advertising Festival. Held for the first time in Singapore, delegates will converge at Suntec City to see and hear some of the best know figures from the marketing and advertising industry. Full Article >> |
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A total of 2, 685 entries from 21 countries will be competing at this year’s Spikes Asia three-day Festival, which kicks off next week in Singapore. Entries have been submitted in 11 categories: TV/Cinema (310 entries), Print (576), Outdoor (615), Direct & Sales Promotion (151), Media (230), Radio (62), Design (152), Digital (272), Integrated (54), TV/Cinema Craft (53) and Print Craft (210). Full Article >> |
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Last Updated on Tuesday, 22 September 2009 11:24 |
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