Consumers are regularly asked to assist in the creation of marketing campaigns these days, with varying degrees of success. And designer David Trubridge has merged inspiration from bird life with over 500 cherished memories sent in by New Zealanders as part of a crowd-sourced art project for longtime World of Wearable Art sponsor Brancott Estate.
Browsing: Greg Whitham
Whether it’s movies, music or experiences, filters both online and analog have become quite adept at serving up exactly what consumers want. And that could be a problem, writes Greg Whitham.
Brands are increasingly turning their noses up at traditional forms of advertising in favour of publishing content that doesn’t just interrupt the audience but also engages with it. Ogilvy’s digital group head and creative director Greg Whitham takes a look at what works, what doesn’t work and what brands need to do to ensure that their publishing efforts drive results.
Last year’s impressive Step Up campaign by Saatchi & Saatchi for the RNZAF offered users the chance to experience four live simulated challenges that tested their skills against some of the everyday situations they’d encounter if they took up a career in the Air Force. This year’s version, ‘Virtual Missions’, follows a similar path and it’s been deemed good enough to win the IABNZ Online Creative Award for November 2012.
A new study by McKinsey & Company has confirmed advertising is a driver of economic growth. And while this is not anything that hasn’t been reported before (specifically the 2007 seminal report by Maximilien Nayaradou that found that ad spend was a driver of growth), what is of interest in this report is its specific research and reporting on the contribution of digital marketing towards GDP.
Greg Whitham, the creative director and newly appointed head of Ogilvy Interactive, has been the elected chair of the CAANZ Digital Leadership Group (DLG), replacing the outgoing chair Tony Gardner.
Facebook updated its terms of service in December 2009 and in doing so incurred a user backlash against some of the changes. This backlash largely related to ownership of material posted onto users’ and brands’ Facebook pages, with the new terms of service suggesting that content posted on Facebook pages becomes the property of Facebook.