Monthly Archives: July 2013


Omnicom & Publicis Agree to Merge
From the Press Release: New York and Paris, July 28, 2013 – Omnicom Group Inc. (NYSE: OMC) and Publicis Groupe SA (Euronext Paris: FR0000130577) today announced that they have signed a definitive agreement for a merger of equals, creating the world’s leading company in communications, advertising, marketing and digital services, with combined 2012 revenue of $22.7 billion / €17.7 billion. Based on closing prices on July 26, 2013, Publicis Omnicom Group will have a combined equity market capitalization of approximately $35.1 billion / €26.5 billion.

The merged group of more than 130,000 employees will be exceptionally well positioned to serve clients’ evolving needs, helping them to build their brands and grow their businesses in therapidly changing communications landscape. The combination, which has been unanimously approved by the Boards of Directors of both companies, brings together the most extensive portfolio of best-in-class agencies offering clients the industry’s leading talent across disciplines and geographies. Publicis Omnicom Group will include such iconic agency brands as BBDO, Saatchi & Saatchi, DDB, Leo Burnett, TBWA, Razorfish, Publicis Worldwide, Fleishman-Hillard, DigitasLBi, Ketchum, StarcomMediaVest, OMD, BBH, Interbrand,
MSLGROUP, RAPP, Publicis Healthcare Communications Group (PHCG), Proximity, Rosetta, CDM, ZenithOptimedia and Goodby, Silverstein & Partners, to name just a few.

Telecom New Zealand high-speed Ultra Broadband

Striking new integrated campaign from Saatchi & Saatchi
Telecom has brought its new high-speed Ultra Broadband range to market in full force, with its newest ad campaign sweeping onto Kiwis’ TV screens last night. The 60” spot, titled Waiting is Over, speaks to New Zealanders’ most loved uses for the Internet, and to our growing appetite for faster, more reliable connections. It captures a series of frozen moments, linked by their demand for unadulterated, ultra-fast broadband.

With the country’s largest Internet provider now offering Fibre and VDSL broadband, more Kiwis than ever will have the chance to enjoy a smooth and seamless Internet experience.
Telecom’s GM of Brand, Communications and Digital, Kellie Nathan, said she’s thrilled with the new campaign. “Not only is this the most exciting comms work Telecom’s done in years, it’s some of the best work I’ve ever seen. There’s no doubt it’s going to deliver the sort of cut-through we are hoping for.” “Executionally it feels like Telecom at its absolute best,” says Antonio Navas – ECD at Saatchi & Saatchi NZ. “We’re ecstatic that we’ve been able to bring such a great idea to life in such an impactful way.” Navas said additional TV, radio, digital and outdoor executions will be rolling out over the coming weeks.
Heath Davy
NZ Director of Operations and Integrated Production
Tel +64 9 3555 049
Mobile: +64 274 355 493
Telecom Ultra Broadband – ‘Waiting is Over’
Agency: Saatchi & Saatchi New Zealand
Client: Telecom New Zealand
Executive Creative Director: Antonio Navas
Creative Director: Nathan Cooper
Creative Team: Arnya Karaitiana & Phil Hickes
Agency Producer: Jane Oak
Business Director: Ben Fielding
Account Director: Jen Murphy
Account Manager: Kate Taylor
Planner: Ben Fielding
Production Company: GoodOil
Director: Michael Spiccia
Executive Producer: Juliet Bishop
Cinematographer: Crighton Bone
Production Designer: Guy Treadgold
Editors: Drew Thompson / Michael Lonsdale
VFX Supervisor: Nick Ponzoni
VFX Executive Producer: Anya Kruzmetra
Music Composition: Elliott Wheeler / Turning Studios
Audio Post: Franklin Rd
CLICK pick for Company release page

Hubbard Buys Sandusky Stations

Hubbard Radio, LLC Announces Agreement to Purchase 10 Radio Stations from Sandusky Radio for $85.5 Million
Acquisition Expands Company into Seattle and Phoenix Markets
MINNEAPOLIS & ST. PAUL, Minn.–(BUSINESS WIRE)–Hubbard Radio, LLC announced today that the company has entered into an asset purchase agreement to acquire 10 radio stations from privately held Sandusky Radio. The acquisition expands Hubbard Radio by adding five radio stations in Seattle and five in Phoenix.
“This is an exciting opportunity to expand Hubbard Radio into two top 20 markets”, said Virginia (Ginny) Morris, board chair of Hubbard Radio, LLC
“We have known and respected the Rau/White family, Sandusky’s owners, for many years. We admire what they have accomplished and we are honored that they would agree to sell us these established stations. We are committed to maintaining the dedication to excellence and to community that Sandusky has made such an important part of their radio operations.”
According to the latest Arbitron Radio Market Rankings, the Seattle-Tacoma area ranked as the 13th largest among all U.S. radio markets, with Phoenix ranked as the 14th largest…
Read the full press release: LINK.
What does this mean for radio advertisers in Seattle? Likely, not too much. Hubbard is a good operator; and Seattle remains a highly-competitive market. Phoenix radio has strong competition and remains a challenge for even experienced media buyers. Of course, all traditional radio is challenged by Apple, Amazon, Google, Microsoft, Sirius XM, Pandora, Jango,, iHeart Radio, Ubuntu, Spotify, Grooveshark and many, many others. More consolidation to come in the radio industry? Definitely! Stay tuned…
Courtesy Wikimedia. CLICK pic for attribution link.

Beanbag Chair Makes a Comeback

10 Marketing Trends Reborn
Fombag puts an interesting twist on its marketing.  They’ve produced a really cool infographic with their product as one element.  Check it out:

LINK: 10 trends that are back
“Infographics” have been around for many years – almost 400 years, in fact according to some sources (LINK).  It is generally thought the term “graph” was first used in 1878 in the magazine Nature (LINK).  And credit has been given to Edward Tufte for his lectures in the 1990′s on the presentation of “informational graphics” (LINK); hence the term “info-graphic”.  Many famous schematics are sometimes thought of as infographics, such as the London Tube Map – LINK to Mapping London.
Infographics today have received lots of attention for the value as quick summarization tools and embeddability for social media.  Fombag’s embedding its product, essentially a bean bag chair, is a marketing move to take note of – and perhaps emulate.
CLICK for Fombag’s Website

British Advertising Spending Growth

UK Recovers While European Neighbors Fall Behind
LONDON—Advertising spending in measured media in the United Kingdom is expected to show a 3.3 percent increase this year, ahead of the 2.1 percent advance recorded in the summer Olympics year 2012, according to a new report from GroupM.
The increase is similar to the modest pace of growth anticipated in North America, but behind ad investment in the Eurozone, where the report is predicting a 4 percent decline.
The report, “This Year, Next Year: U.K. Media and Marketing Forecasts” said measured ad spending in the U.K. is expected to reach a total of £13.5 billion ($20.5 billion) in 2013, up from £13.0 billion ($19.7 billion) in 2012.
The study, released today by GroupM Futures Director Adam Smith, also predicted that U.K. ad spending in 2014 would increase 3.5 percent to £13.9 billion ($21.1 billion). [Read the full press release, CLICK HERE]
Related:  GroupM video from YouTube talking about new ad spending moving into the near future:

Image from Wikimedia – CLICK pic for original attribution source.

Rockstar Energy Drinks Rock the YouTube

Social Media Beverage Marketing
Rockstar has several ongoing themes and video stories on its YouTube Channel.

As the U.S. Food and Drug Administration has expressed concern over such energy drinks (LINK) and ratchets up its watchdog enforcement (LINK), sales of such beverages have been fairly caffeinated themselves.  According to Packaged Facts, the energy during market has grown 60% in the years from 2008 to 2012 (Buy the full report; LINK).  Talk about a stimulated market!
Screenshot of Rockstar Events YouTube Channel, July 2013 (LINK)
And from an advertising perspective, Rockstar certainly has some synergies and market efficiencies figured out.  Here are some of its social media outlets:
Keeping the pedal to the metal is going to be important for Rockstar.  As the Packaged Facts report states, “Intense competition surrounds the beverage industry as marketers seek to increase market penetration and consumption frequency through positive alignment as a healthy and/or functional beverage.”(LINK)  The CMO’s office in Monroe, WA better stock up on a few extra cases of its own brand   (LINK).

Cheerios Cereal Commercials

Historic Cereal Commercials
Ah, the good-ol’ innocent days of Saturday-morning cartoons, sponsored by the big cereal companies… Archive from YouTube:

A screenshot from the YouTube posting…
For General Mills’ YouTube Channel, click pic (LINK)
Cereal Invented Saturday Morning?
During its heyday in the 60′s, 70′s and 80′s, it was said that on Saturday mornings in America, at least one in three TV commercials was from a cereal company.  Logical: where were the kids then?  It was the time of the “Big 3″ Television Networks; and Saturday morning TV was a scheduled  appointment destination viewing for just about every child between the ages of 3 and 13.
Of course, the Big 3 were about to become the Big 4 . . . and today? Pretty much on-demand – wherever; WHENEVER – viewing.  So, as times change, so do companies’ marketing habits.  Here’s a pic from General Mills’ Cheerios’ Facebook Page:
LINK: Click pic for Cheerios’ Facebook Page
Innocents Lost
And the innocent days of Saturday morning cereal commercials?
Long gone in more ways than one…

Bluemarlin Sci-MX Sports Nutirition Ad Campaign

Integrated brand design specialist Bluemarlin has redesigned packaging for SCI-MX Nutrition, a leading brand in the sports nutrition category. In recent years, the brand has experienced rapid distribution growth and is sold in the top five top grocery multiples, nationwide independents and also has a large international distribution base.
SCI-MX’s repositioning and redesign project was a proactive response to an in-depth market and consumer research project based on consumer attitudes to nutrition and the underlying reasons for the recent boom in the UK sports nutrition market. The brand recognised an opportunity to broaden its appeal to reach a rapidly expanding group of image conscious modern men who are looking to improve their physical appearance and performance. To reach these consumers, SCI-MX needed a contemporary and professional look, which highlighted its reputation for quality, trust and high performance.

The aim was to shift the brand’s positioning from promoting sports performance, to becoming the beacon brand for physique development. ‘You at your best’ [new slogan] was born and it encapsulates the multiple benefits associated with an improved physique. The new design accomplishes this by capitalising on the high quality and expertise of SCIMX products, focusing largely on its cutting-edge, scientifically proven formulas.
SCI-MX’s logo has been strengthened with a unique molecular symbol and new typography, giving it a more modern and efficacious feel. The scientific expertise behind the products is further emphasised with an updated and rebalanced colour palate of blue, silver and white. This trio of colours communicates trust, intelligence, and authority, while icons and sleek holding shapes, also based on molecular form, help organise and clearly communicate the large amount of required information on the pack.
“We wanted to empower the brand to break out of what is expected in the sports nutrition category. In recent years, body image has increasingly become a concern for modern men, so the goal with the design was to make SCI-MX relevant, approachable and applicable to men who want a more muscular and athletic physique,” comments Chris Hart, Creative Director, Bluemarlin Bath.
SCI-MX Brand Marketing Manager Chay Watkins added: “A year ago we focused heavily on research to better understand the SCI-MX consumer and their perceptions of the brand and the competitive-set. A common theme was that the brand could be more representative of its associations with quality, high performance and science. We chose to work with Bluemarlin based on their demonstrable expertise and approach to brand development. Feedback from trade customers and consumers has been unanimously positive. We look forward to the next three years of aggressive growth, in which this brand refresh will play a pivotal role.”
For further information please contact:
Bluemarlin Group Communications Manager, Aimee Rivers
2/3 Melbray Mews, 158 Hurlingham Road, Fulham, London SW6 3NS
T: +44 (0)20 7471 6330
About Bluemarlin
This year marks Bluemarlin’s 20th year in the brand design industry. Through the years, we have evolved from a UK packaging design firm to an International Brand Consultancy with offices in Europe, America, Asia and Australia. This international network gives us the advantage of providing for our clients with a truly global reach, as well as agility and cultural perspective around the clock.
Fuelled by continuous reinvestment in our people and total commitment to producing brave, stimulating creative work, we actively pursue challenges that push the boundaries and deliver game-changing results.
We remain a fiercely independent firm that treasures its freedom and autonomy whilst being committed to ideals, based on entrepreneurialism, curiosity, and adventure. This independence allows us to make decisions for the primary benefit of our core stakeholders: our clients.
Our unique, fully integrated process is structured to deliver creatively engineered solutions that balance profit with planet. Dedicated teams comprised of strategic planners, 2D and 3D designers, production realization managers, supply chain and manufacturing specialists and client services managers are involved in every step of each project we take on; from idea inception through to implementation at point of sale, we
are committed to creating effective design that make a difference in people’s lives and to our clients’ bottom line.

Advertising Twinkies

Great American Brand Returns
Hostess Cakes is about to return full-speed ahead, to supply American snack-lovers with their favorite treats.  Better yet, it seems as though the shelf life of these delicious little cakes is going to be longer than ever.
In a screenshot taken July, 2013, Hostess is counting down the re-launch of the Twinkie [LINK – click pic for Hostess’ Website]Most of Hostess’ snack cake brands were sold to Apollo Global Management LLC, a private-equity firm and Metropoulos & Co. The two firms’ ownership stakes in the new Hostess also includes the titanic snack brands Ho Hos, Ding Dongs, Zingers, Suzy Qs and Sno Balls.  Apollo is a publicly traded company that engages in global alternative investment management. It utilizes a contrarian, value-oriented investment style in private equity, credit-oriented capital markets and real estate.  Apollo trade under the ticker symbol APO [LINK].
Flowers Foods recently acquired Hostess’ bread brands and bakeries, including the iconic American label, Wonder Bread. [LINK]  Flowers is a publicly traded company, whose stock trades on the New York Stock Exchange, under the ticker symbol FLO [LINK].   McKee Foods Corp., maker of Little Debbie snack cakes, bought the former Hostess’ Drake’s coffee cakes.