ADVERTISING NEWS ISBA hits out at placement
ISBA has joined the growing lobby against government plans to allow product placement in tele vision programmes. In a submission to the Departmentfor Culture,Media and Sport’s ongoing consultation, ISBA said it would lead to a “double disadvantage ” , raising costs for advertisers and making viewers more likely to complain. It argues that the current system of unpaid prop placement, where programme-makers seek out branded products to use within shows, serves both groups better than a paid system.
McDs leads placement field
Separately, the bookmaker Paddy Power is offering punters the chance to bet on the first brands to pay to appear in a soap opera. McDonald’s is the 2/1 favourite to appear in Coronation Street, Emmerdale or Hollyoaks, followed, also in the fast-food category, by Burger King (3/1) and Subway (5/1).At 3/1, Carling and Guinness head the list of alcohol brands, and in the soft-drinks category, Coca- Cola, a heavy spender on US product placement, leads its rivals with odds of 7/4, followed by Pepsi at 3/1 and Fanta at 8/1.
Mother launches Match work
The dating site Match.com has launched a new campaign featuring its established Jack and Jill-style cartoon figures telling their own love stories.Thecampaign,the first by Mother since it won the Pounds 6 million business in October, seeks to capitalise on a typical New Year’s resolution by some people to find a partner.
To view the ad, visit campaignlive.co.uk/work
Tories reveal election spend
The Conservatives will spend three times as much on marketing as the Labour Party in the run-up to the General Election, according to a report in The Times. Labour has a campaign budget of Pounds 8 million, but theTories are expected to raise about Pounds 25 million for their pre-election push.The news comes as theTories launch a Pounds 500,000 national poster campaign claiming that the NHS is safe from cuts under a Conservative administration.The creative features a prominent picture of the party leader,David Cameron, which was chosen by his wife, Samantha.
Outdoor in promotional push
Major outdoor media owners including Clear Channel, Primesight and JCDecaux have given up a substantial part of their inventory this week to a campaign designed to promote the power of outdoor advertising and,in particular, its ability to drive consumers online.The two-week campaign, on more than 11,500 sites, uses provocative ads in an attempt to catch the eye. Under the strapline Britain Thinks, the ads carry statements including “career women make bad mothers” and “1966-it won’t happen this year”a reference to the World Cup.The ads were created by Beta.
Swiftcover unveils Iggy work
The Axa-owned car insurance brand Swiftcover.com has unveiled a Pounds 30 million ad push featuring the rock star lggy Pop.The television, radio, outdoor and digital campaign, created by MWO, introduces a “Little Iggy” puppet character. Last year, Swiftcover’s controversial ad.featuringthe strapline “get a life ” , was banned by the Advertising Standards Authority.
TBWA launches Co-op TV ads
The Co-op supermarket group has launched a co-brandedTV campaign to signal its merger with Somerfield.The Co-op acquired Somerfield in March last year, but will not fully phase out the name and complete store rebranding until 2011. The ad was created by TBWA/ Manchester and features two female members of staff, one from each brand.
Fallon creates Innocent rabbit
Fallon has developed a rabbit mascot to front its first ad campaign for the smoothie-maker Innocent. The Pounds 1.75 million TV campaign, which launched on 3 January features the talking rabbit trying to make healthy New Year resolutions.
To view the ad, visit campaignlive.co.uk/work
Network Rail calls review
Network Rail has put its Pounds 100 million contract for its roadside advertising hoardings, currently held by Titan, out to pitch.The contract, which covers about 8 per cent of all large- format roadside advertising, includes the right to sell prime advertising sites such as those around Kensington High Street, and will run for five years.
ITV stirs up payments row
A row has erupted between media agencies and ITV over changes that the broadcaster is proposing to make to its payment terms. From next month,the company plans to enforce ratecard conditions that demand payment for media by the fifteenth of each month.ITV currently allows some leeway on this, usually until the twenty- fifth of each month, affording agencies more time to process payment from clients.
Adland updates online terms
The US and UK advertising trade bodies have produced an updated version of the standard terms and conditions relating to online advertising.The document, released by the Internet Advertising Bureau and the 4 As, details a set of rules regarding different types of advertising and how they can be used.
GMG confirms local sale talk
Guardian Media Group has confirmed it held talks in December about the sale of its flagship regional title, the Manchester Evening News, as well as 22 other local papers. Trinity Mirror has been mentioned as a possible buyer. GMG said the talks were the result of an ongoing portfolio review, and that it was too early to say where they might lead. Separately, the MEN announcedit was cutting back its free distribution strategy from five to two days a week, and instituting a coverprice forMondays,Tuesdays and Wednesdays. It will also rejoin the Audit Bureau of Circulations, after withdrawing from the AB C last August.
IN&M in Lebedev negotiation
Independent News & Media, the publisher of Independent Newspapers, has entered into exclusive talks with the Russian Alexander Lebedev, the owner of the London Evening Standard, over the sale of the titles. The group confirmed it is currently engaged in discussions “with regard to the future ownership of The Independent and Independent on Sunday”. Lebedev has held talks on and off over the past year with senior personnel from IN&M regarding the purchase of the papers.
Sky cuts frequency of mags
BSkyB is to halve the frequency of two of its biggest subscriber publications from March, reducing the number of issues of its Sky Sports and Sky Movies magazines from 12 to six. At the same time, BSkyB revealed it would increase the pagination of the two titles from between 40 and 44 pages to 60 pages and make other editorial changes to increase the titles’ usability.The move follows December’s decision to increase the frequency of the generalist title Sky mag from the current ten to 12 issues a year. In November last year, BSkyB ended a three-year relationship with Haymarket Network by taking publication of Sky Sports in-house.
DMG acquires 20:20 London
Digital Marketing Group has bought the digital agency 20:20 London in a deal worth around Pounds 2 million.The 20:20 creative director, Peter Riley, will head a new division within DMG called 20:20, which will incorporate 20:20 with DMG’s existing digital marketing agencies. The deal consists of an initial payment of up to Pounds 1.5million in cash, Pounds 250,000 in DMG shares upon completion and a further Pounds 250,000 in DMG shares upon the satisfaction of performance criteria.
Copyright Haymarket Business Publications Ltd. Jan 8, 2010
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