Opportunities Abroad

As my time as a University student draws to an end in the coming month, the time has really come to focus on what lies ahead. A new career in a large multinational in America is on the horizon. 

I have always dream't of the opportunity to work and live in the USA at some point in my life, and now that the time has come for me to avail of an opportunity to fulfill one of my dreams I began to wonder whether I would ever return to Ireland. 

I have strong roots here, but I also have strong roots in Germany and never considered returning there for the long term either. Whether I will remain in the states is another matter of uncertainty but I believe returning to Ireland is something that will very much depend on a significant change of circumstance in this country. I have little ambition to return to the country and make a home here in it's current state at this point, at least not until I have experienced and examined what else is available and whether the grass is really greener on the other side.

Time will tell but for now my intentions are to grow and work abroad.

Will the Champions League ever compete with the Super Bowl?

Having watched and thoroughly enjoyed last weeks Champions League final between Barcelona and Manchester United I noticed a few of the new ads which were being premiered during the intervals. I recently read an article on brand republic discussing the profits made by ITV and the teams themselves which made me wonder how they stack up against the revenue generated from another football final, American Football mind you, the Super Bowl. The numbers don't compare Super Bowl ad revenue and expenses still far exceed that of the Champions League final and I wonder why that is. I understand that the Super Bowl is an institution and an unofficial national holiday in America but the Champions League Final has a global reach. It is watched in countries around the world and has obvious global appeal. Football is the worlds most popular sport and it would seem to me as though UEFA  isn't recognizing the potential of the event and by continuing to proceed with a strategy of ostracise's fans through ridiculous ticket prices instead of looking to generate greater revenues through advertising. I suppose though UEFA is an extension of FIFA and we all know by now that they aren't in the business of developing effective transparent strategies!

Probably a good move

I recently read an article discussing Carlsbergs decision to re-strategize and move away from the traditionl "Probably the best..." slogan. The brand messages will now emphasize an age old brewing tradition that goes back to its Danish roots. I think in the long-term this is a good move, as in many countries particularly in the UK, Carlsberg is seen as less of a "premium" beer. This is different from market to market, but the UK is an important market and I suppose a move to emphasising quality and substance over whitty one liners in terms of their mareting communications may be a good idea. I for think its a good decision with long-term sustainability in mind. The brand is moving away from ascociating itself with the Footbal supporter wich was its previous target market; it now seems to be aiming its brand at the higher end of the market the premium segment which commands a higher price. However, I will miss the "Probably the best..." ad campaigns and the Irish Football ads but as a marketer I can see that this move may be necessary in an extremely saturated and competitive market environment.

Poster Advertising in bad taste

I was in Paris over the weekend and one of the things which struck me amongst all the beautiful architecture and historical sites was the large scale banner advertising which was draped across these magnificent buildings. Most, if not all, were advertising the major fashion houses or designer jewellery and so forth. For me personally, it is a step too far. I actually found this type of advertising invasive and off putting. Traditional advertising certainly does need to be creative and standout more, now more so than ever. Yet, I found this particular style off-putting and distasteful. I think that if a brand wants to portrait sophistication and class, it needs to recognise that this must be conveyed, not only to the imagery in its advertising but also the methods it employs. I believe that beautiful 17^th century architecture covered in posters advertising the latest designer shoes leaves a bitter taste in the mouth and a bad image of that particular brand’s values. I’d like to think I am not alone in this belief…

C’est la vie!

Sean Wiemann

Product Placement

Nestlé could receive more than £500,000 media value, against its £100,000 investment, for its product placement of the Dolce Gusto coffee machine during ITV1's 'This Morning', according to research. This was the first example of “open” product placement to UK and Irish viewers since the regulatory change with regard to product placement. Many people will see product placement as an unnecessary evil and claim to be exploited by marketers. But let’s be realistic here.   Nobody complains when they see they’re favourite brands in movies because in that case it ads authenticity. Is it really going to matter whether they are drinking their water out of branded Pepsi cups on the XFactor next year? (A potential move to counter Pop Idol and Coca-Cola) I don’t think so. I have no doubt product placement works, I personally don’t mind it in movies or TV shows as I hate unbranded product in TV shows for the reasons I outlined earlier. I just don’t think that now days the Irish and UK viewer is going to be shocked at the prospect of product placement. We have been exposed to it for years and besides the modern consumer is so aware of marketing nowadays that only very few will be unaware of the subtlety which product placement brings to advertising.

Sean Wiemann

Robinsons no longer just a Cordial...

I was recently looking over some of the advertising and sponsorship used at sports events for a project and came across an interesting new brand extension; that of Robinsons squash, the cordial drink brand owned by Britvic who sponsor the Wimbledon Tennis, which has now entered into the confectionary market with the launch of "Robinsons Classic Fruits". It's an interesting move by the company and makes a lot of sense as the sweets will come in the flavours children and adults know well from the cordial drinks they already enjoy. The new product will be based around using natural fruit juice something which is clearly aiming the product at mothers. Although the move will see the company competing in a new market segment, I don't think it will require much in terms of change with regard to the way Robinsons currently advertise the brand; mainly because the target audience will remain exactly the same. The products will be available from June of this year and as Robinsons is a Sponsor of the Wimbledon tennis tournament, a big promotional campaign will be launched at this year’s tournament. I am sure Nadal and Federer will be sharing Robinson Classic Fruits at this year’s final!

Goal Line Technology One Step Closer?

http://www.bbc.co.uk/news/business-12670063

I am the device which now decides in or out at Wimbledon, I was invented by Paul Hawkins and can affect the outcome of sporting events. Any idea who I am?

Hawk-eye of course! I recently read an article which detailed the sale of the Hawk-eye system to electronics giant Sony and wondered would this see the advent of goal line technology in football now that a company with significant resources and “pull” will be applying the pressure on FIFA. Furthermore, I wonder whether this particular market opportunity was on the minds of senior-level management at Sony when signing off on this acquisition. Hawk-eye posted relatively small profits of £1.1 million. But if they were to enter into the global real of football thee profits would increase significantly, my feeling is Sony recognise this are determined to attain first-mover advantage and more importantly recognise they have the weight and leverage to persuade FIFA into a move.

Sean Wiemann