News in the Ads #14

5 Big, delicious and tweet-able stories buzzing around Adland recently – served short and simple for you to digest.

1) Manchester United to unveil global social-media network
Manchester United is building its own branded global social network and media outlet, with the aim of targeting its international base of an estimated 350m supporters.

-> A sign that even the non-computer adept are going social, as the Premier League club have appointed appointed agency SapientNitro to provide a new digital platform over the next 2 years for fans to network. The platform will host multimedia content and offer advertising and sponsorship opportunities for brands. It will also sell items such as club merchandise through an ecommerce function. This follows the success of the Man United facebook page that attracts 20 million fans in a hope to engage with a wider fan base and tap into Asian markets.

2) Lowe SSP3 and AMV scoop top gongs at IPA Awards
Lowe’s Colombia-based advertising agency SSP3 won the Grand Prix at the IPA Effectiveness Awards 2011 for its humanitarian campaign aimed at reducing terrorism, while Abbott Mead Vickers BBDO was crowned agency of the year.

-> Hats off and lots to learn from the guys at Abbot Mead Vickers and Lowe SSP3 as the two agencies were greeted with success at the IPA awards, alongside the Marie Curie Cancer Care campaign by DLKW Lowe; Ovaltine by WCRS/Engine and Publicis’ homeless campaign fo charity Depaul. SSP3s work “Operation Christmas” won the hearts of both the IPA judges and Colombia guerrillas as the campaign encouraged the terrorists to demobilise over the festive period – a wonderful example of Christmas spirit and what good advertising can achieve.

3) Half of video ads on YouTube are now skippable

-> YouTube adverts have always been one of my little frustrations- having to watch 1 minute of ads for a 3 minute video always seemed so pointless, so I am all smiles at this news and apparently skippable ads benefit the advertiser too. This is because advertisers are only charged if the ad is watched in full or for the first 30 seconds, with skippable ads also seeing a decrease in audience drop-off compared to non-skippable ads. The reason? Probably a less angry viewer.

4) Sainsbury’s welcomes David Beckham
David Beckham will become the new face of Sainsbury’s when TV chef Jamie Oliver steps down as brand ambassador at the end of the year.

Welcome to Sainsbury's!

-> Brand Beckham and Sainsbury’s are not synonymous in my eyes (he strikes me as more of an M&S type) so it came as a surprise that the superstore have scored by getting DB himself as an ambassador.
The deal, reported to be worth up to £5m, will feature Beckham supporting Sainsbury’s Active Kids campaign, which encourages children to lead a healthier lifestyle. A TV ad will kickoff the campaign on November 25th.

5) Shelter uses ‘real’ homeless in Christmas campaign
Shelter, the homeless charity, is launching a Christmas ad campaign using people who either have been or are being threatened with eviction, to expose how every two minutes someone in the UK faces losing their home.

-> A campaign that I had to mention as I keep seeing it everywhere – rather intense reading as you gaze ahead on the tube, particularly when they all look so normal; no scary, devious looking tramps in sight. But that is what I really like about this campaign by Arthur- it makes you stop, all the questions drilling you to think “that could actually be me” and thereby truly support the cause.


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