Bundling
May 31, 2010
I was flicking through one of my favourite media choices, the Financial Times weekend edition, and hidden amongst articles about gambling and the world cup , out of office responses and what they say about you, and Canadian wine wars there was piece on the Kug. What is the Kug you may understandably ask? It is an all in one device that is both kettle and mug, designed by Irishmen having seen the difficulties that people with arthritis encounter in drinking hot beverages.
The Kug got me thinking of the concept of bundling – whether that’s the two for the price of one we often see in the media world, or the things that can multi task or be multi tasked successfully.
Things that can multi task: Women (obviously!)
Things that can’t multi task: Tim (obviously, some might say, as best exemplified by my one fingered typing skills)
What is quite a lively debate is the bundling or otherwise of advertising skills, media and creative in particular. The argument, no matter where you fall on this debate, is usually supported by the line “it’s what clients want”.
Clients want great work supplied by people who understand and are passionate about their business. They want the best media and creative skills. In most cases this works best when media and creative agencies work well together. That’s not to say that the Kug all in one model works best. In my mind it is when all disciplines are given their full scope and focus, that the best work is produced. The challenge is to structure your organisation to bring out the best skills in your own people and their expertise, that can respectfully complement the expertise that either sits across town in another company or down the corridor in your own.
It certainly took unbundling to raise the level of the communications bar that too often under utilised the skills of the old media department in the corner. The debate on how communications solutions are delivered in the future will no doubt continue to rage. For me, it’s time to divert my (single minded) focus to making a cup of tea (Barry’s of course, not a Kug in sight!).
Tim
This weeks Ignition picks from Alan and Vanessa
May 31, 2010
Ignition5 Monday – enjoy!
Vanessa
This Week’s Ignition5 from Mary and Vanessa
May 24, 2010
Sex, Jedward and 3D Sell
May 21, 2010
This Week’s Ignition 5 From Steph and Vanessa
May 18, 2010
Who Invited the Devil’s Advocate?
May 17, 2010
Seth Godin mentioned the devil’s advocate recently, and it hit a nerve. I do it all the time; I say…”I’m just playing devils advocate, but ….”, by which, of course, I mean, “I’m about to be really negative, i’m going to undermine what you just said, and please don’t take this the wrong way…BUT…..” .
I’m not alone in this; we all do it. For the most part, we feel like we are doing a service; often it’s a ‘Phew!’ moment, when we think, “Man! We might have developed that idea and got it really far before we thought of that problem! What a waste that would have been!”
I’ve talked about ideas quite a bit here, and the danger of bottling them up or restraining them for whatever reason. Often, I’ve realised that it’s the devil’s advocate that’s at fault. He’s not called the devil’s advocate without reason; The Devil is dangerous, and being too afraid of failure is dangerous too. Jump, I say. Take a risk, let your mind roam free without inviting the devil’s advocate in. Not always, and not forever. But for a while at least.
The point at which we bring in the devil’s advocate into the process is really the key. If we bring him in too early, we restrain the flow too much and cut off avenues that deserve exploration. If we bring him in too late, we risk all that time wasting we fear so much. Let’s not uninvite the devil’s advocate altogether – maybe just tell him the party starts a little later, and that he’s welcome then.
Claire
Sex and the City 2 is like the World Cup for Men
May 10, 2010
The new Sex and the City movie is releasing in Ireland on the 27th May. The original movie was an overwhelming success and the franchise soldiered on to produce a number 2. It’s the most anticipated release ever. For the first feature, Galaxy, Veet, Debenhams, amongst others, bought the right to associate themselves with the movie. This time there is an even longer list of partners – Moet, Boots, Nivea, Pretty Polly, Special K, Veet, H&M, HP, Lipton, Mercedes Benz, Skyy Vodka, Swarovski. Every press, TV, radio and online supplier is running coverage of the movie in the hope that unofficial, as well as official, supporters seize the opportunity to align themselves somehow with the movie.
It’s amazing the power of the Sex and the City brand. And right about now, the same fight for World Cup association is kicking off. A load of TV campaigns started this weekend. The Carlsberg ad is a good example. The fifa.com website lists 15 partners/sponsors/supporters, which are only the tip of the iceberg. It’s powerful stuff and the beginning of a competitive fight for World Cup share of voice and share of predominantly male attention.
Which got me thinking that Sex and the City is a female brands dream, and the equivalent to the World Cup for men. I must be the stereotypical female because 27th May is the only ‘event’ on my radar in the next month….what follows in June is over my head. Maybe times don’t change much.
Vanessa
This weeks Ignition 5 from Andrew and Vanessa
May 10, 2010
This weeks ignition 5 from Neasa and Vanessa
May 4, 2010
Hope you had a nice long weekend!
Vanessa