30

Sep

Spam, spam, spam, spam…

I read with interest today’s article in PR Week about the charter (http://www.prweek.com/uk/news/1031985/Charter-tackle-media-spamming-receives-mixed-reception/) so I thought I’d add my views as a blog today on the subject.

A long long time ago, when I started out in PR, I was taught by an old Master that there were two approaches to PR – the shotgun approach and the sniper approach.

The shotgun approach described the indiscriminate wide-spread firing of news releases with the hope that you hit something and it stuck. The sniper approach was far more stealth-like, involving the tracking and study of your target and a carefully-selected bullet or two to achieve a result.

Over the years of my career I’ve always believed in the sniper approach. Now, as managing director of a specialist PR agency, we absolutely believe in the importance of targeting the right story to the right journalist in the right way at the right time. That is when you see PR work at its best, particularly as a specialist in a particular field.

Running concurrently to my career path though has been an explosion in technology which enables the mass distribution of information in nano-seconds. Doesn’t make the shogun approach any more effective though. It certainly is infinitely more frustrating and damaging to the PR profession. More so than at the start of my career when me and a fellow executive were briefed to implement the shotgun approach armed with only a fax machine.

In many ways it’s a shame the Charter has to be issued. It is, however, a very useful and timely reminder to all that while digital technology allows more effective targeting it doesn’t enable mass-shotgunning every time you think you’ve got some news.

962 days ago Short URL Comments

Digital

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29

Sep

The inside track on the London 2012 commercial campaign

The London 2012 commercial team was the focus of ‘The Big Interview’ in the Licensing Academy at Brand Licensing Europe 2010 today. London 2012 Vision – Retail, Licensing and the Olympic and Paralympic Games – The Story So Far, created an opportunity for licensing industry professionals to hear, in detail, about the commercial campaigns surrounding the London 2012 Games.

The Big Interview featured three key members of the London 2012 team: Charlie Wijeratna, director of commercial negotiations, Simon Lilley, head of licensing and retail and Warren Traeger, licensing manager, toys, games and souvenirs. It was hosted by Kevin Roberts, the editorial director of SportBusiness Group, and was followed by a Q&A session from the floor.

1. There will be 205 nations taking part in the London 2012 Olympic Games, consisting of a combined 10,500 athletes, 70,000 volunteers, 20,000 accredited media, 8m tickets, a global audience of 4bn and 26 Olympic sports across 300 events in 17 days. This will be followed two weeks later by the Paralympic Games, the world’s 3rd largest sports event with an additional combined 4,500 athletes, 2m tickets, 20 Paralympic sports, across 12 days and a total of 471 events.

2. The Olympic Delivery Authority (ODA), the public body responsible for the regeneration of the east London site and developing and building the new venues and infrastructure for the Games, is investing £9bn. LOCOG, a privately funded company, will secure approximately £2bn of private investment to enable the Games to be staged. This will be raised from a combination of ticket, broadcast, sponsorship and licensing revenue.

3. More than £650m of domestic sponsorship revenue has already been raised nearly two years before the event. Licensing royalty revenues are anticipated to generate approximately £80m.

4. Around 50 licensees are projected to produce over 10,000 products for the Games, covering everything from clothing and headwear to toys and games, stamps and coins, souvenirs, jewellery, pins, stationery and publishing. The range will be diverse from pocket money items under £1 to highly valuable, collectable and limited edition products such as a £28,000 solid gold souvenir coin.

5. LOCOG will open a range of London 2012 shops to showcase official licensed products, including a 40,000ft megastore in the Olympic Park. However, the Olympic and Paralympic Games are an opportunity for all retailers in the UK to sell London 2012 products.
6. LOCOG anticipates retail sales to be in excess of £1bn and describe 2012 as “the year of two Christmases”, advising retailers to adjust planning and buying strategies to encompass two major sales seasons.

7. The iconic heritage of the Olympic Movement offers a new angle to licensees. Imagery from previous Games, including those hosted by London in 1908 and 1948, present a fantastic opportunity for higher end vintage ranges.

8. It is crucial that LOCOG protects its revenue by maximising legal rights, deterring infringers through education and action and pursuing infringement action thereby protecting the financial commitments made by sponsors and licensees.

9. It is not just the London 2012 logo that is protected from unofficial merchandise outlets. The words London 2012, Olympic, Paralympic, Olympian, Paralympian, Olympiad and Paralympiad are also to be protected along with the mascots and mascot wordmarks.

10. As well as the London 2012 ranges of merchandise, LOCOG will be launching a range of patriotic Team GB and Paralympics GB merchandise in 2011. An initial collection of adidas Team GB merchandise, designed by Stella McCartney, was launched last week in London 2012 online and St Pancras shops and selected sports retailers.

963 days ago Short URL Comments

Events/Licensing/London 2012/Sport

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28

Sep

10 things we learnt from Andrew Davenport today at Brand Licensing Europe 2010…

1. Davenport described rumours of the demise of In The Night Garden in the media this week as premature – 100 episodes were commissioned by the BBC and have been made. Davenport, his Production Company, Ragdoll, and CBeebies, are now jointly exploring exciting new ways to bring the adventures of Igglepiggle, Upsy Daisy and friends to life. While cagey as to what form this would take, Davenport hinted that music would be key.

2. 2010 was an exciting year for In The Night Garden, which extended its brand, taking to the road as a stage show. Hugely successful, 100,000 parents and kids experienced what Davenport, quoting a 1796 thinker, called an ‘unfatiguing exercise of the mind’.

3. The key to effective licensing is the strength of the central product and the emotional connection the audience makes with it. A commercial programme, such as the one managed by the BBC on behalf of In The Night Garden, must be tailored to be relevant.

4. Children’s programmes are often most successful when adults don’t understand the appeal. The adult furore initially caused by the release of Teletubbies was not reflected amongst the audience it was aimed at – proved by the success of the programme the world over. Initial fears that the simplified language would ‘take children’s speech backwards’ proved unfounded, as kids can distinguish between fantasy and real life. As an example for perspective, Davenport said a child living with a dog would not start barking a welcome at the door, or start binging like a microwave at the end of an activity!

5. Music brings back intense personal recollections. Davenport, 45, played a piece of music from the popular BBC radio show ‘Listen with Mother’ on air from 1950-1967, explaining that it took him right back to being a 2-year old in his grandmother’s kitchen, giving him a feeling of love and security. Davenport explained that it was his objective, through the power of TV, to give children the same kind of experience and memory.

6. Creating children’s television is an extremely personal thing in Davenport’s eyes, and very important given its educational value. Successful creators are able to put aside their adult focus and cynicism and develop programmes that connect with an audience that is still learning and enjoying the varied meanings of up/down, coming/going and near/far.

7. Davenport was exposed to licensing at a very young age, thanks to a very astute Aunt in the United States, which at the time, was well ahead of the UK. A Cookie Monster toy, a Charlie Brown pillow case and Snoopy accessories were all treasured gifts for a boy.

8. Successful children’s television programmes all tap into the universal children’s theme of ‘play’. ‘Play’ at a young age is physical, cogitative and social, as children start to move beyond a helpless infant stage and into the development of a ‘wilful personality’.

9. Both Teletubbies and In The Night Garden focus on an ‘explosion of physical activity’, but Davenport asserts that this must be done in a safe and reassuring manner – all of the characters falling down for example, in reality this would hurt, but the characters are made to laugh so that the children can identify and enjoy the silliness of the activity.

10. When describing his own inspiration, Davenport said a lightbulb moment came when he discovered, in his former role as a children’s speech therapist, that children uncomfortable in a new environment would respond to a puppet better than a real person. At a young age children have an overwhelming need to be right, so a puppet pointing at a table and saying ‘that’s a nice sausage, I might wear it on my head’ will generate a response far quicker and more effectively than almost any other technique.

964 days ago Short URL Comments

Events/Licensing/TV

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27

Sep

10 Useful Things To Know About Brand Licensing Europe 2010

Brand Licensing Europe 2010 is the definitive event for the European licensing industry. Over 230 exhibitors and 5,000 visitors are expected to descend on the Grand Hall at Olympia for the next three days to see what’s new and hot for 2011 in the lucrative, multimillion pound world of licensing and brand extension.

Here are 10 useful things to know about Brand Licensing Europe 2010:

1. Andrew Davenport, the award-winning creator, writer and composer of the children’s television phenomenon, In The Night Garden, and co-creator and writer of the global smash television hit, Teletubbies, will deliver the 2010 keynote speech on Tuesday 28th September at 13:00

2. The London 2012 Commercial team will feature in The Big Interview on Wednesday 29th September at 13:00 in the Licensing Academy – an exclusive opportunity to hear, in detail, about the commercial licensing campaign surrounding the London 2012 Olympic Games

3. This year’s inaugural License This! The Next Big Thing event will showcase new licensing concepts on Thursday September 30th at 13:00. The competition is hotting up between Bondiband, a boys’ action animation, starring a rock band with very special musical instruments; Animaru, a graphic design property from UK artist Sophie Hinton; Made in Me, a web-based concept for young children, centred on story telling and imaginative play; and Gombby, a Portuguese animated pre-school series about a boy baker

4. In total, 236 licensors and agents will exhibit, representing over 2000 fashion and lifestyle brands, children’s characters, celebrities, art and image libraries, sports clubs, movies and TV shows

5. Exhibitors including the NBA, Manchester United, Ultimate Fighting Championship (UFC) and many more will be present representing the world of sport, which is witnessing rapid growth in licensing opportunities

6. Licensing remains a huge revenue opportunity for TV, with exhibitors present including BBC Worldwide, ITV Global, FremantleMedia Enterprises & Zodiak Rights

7. Joining them will be exhibitors from the world of film and entertainment including Twentieth Century Fox, Lucasfilm, Aardman Rights and Hasbro Entertainment & Licensing

8. Another growth area for licensing is in the world of arts and culture, where exhibitors include The Natural History Museum, The Royal Opera House, the Royal Horticultural Society and The Royal Parks

9. Or if you’re intrigued by the new licensing opportunities in the digital and gaming space, exhibitors present include Sega Corporation, Sony, Ubisoft Entertainment and specialist digital licensing agency, AT New Media which specialises in licensed apps

10. And witness Europe’s biggest parade of costume characters, when 50 costume characters including Peppa Pig, Elmo, SpongeBob, Dennis The Menace and Cat In The Hat come together in a hugely exciting and colourful visual extravaganza

965 days ago Short URL Comments

Digital/Events/Licensing/Research/Sport/TV

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23

Sep

Why The Simpsons is the perfect example of a licensed media product

In these changing times for the media industry where traditional advertising revenues are under pressure, The Simpsons has been cited in a survey by our client, Brand Licensing Europe 2010, as the best global example of driving revenue in through licensing by a TV show.

Licensing is becoming an increasingly important factor in revenue-generation for media companies. Next week’s event at Olympia is the ultimate showcase in pan-European licensing as the industry comes together under one roof for three days.

Full details on the survey below. One thing to bear in mind is that its not just media that is benefiting from the growth in licensing; other vertical sectors are too as our research for the event is demonstrating, including sport and technology.

For more details on Brand Licensing Europe 2010, go to http://www.brandlicensing.eu.

THE SIMPSONS VOTED MOST SUCCESSFULLY LICENSED TELEVISION SHOW OF ALL TIME

- The Simpsons has over 400 official licensees and worldwide retail sales topping $8 billion, in a global industry worth $191 billion -

- Harry Potter edges out Luke Skywalker and Superman as the most powerful licensed film character of all time –

- Twilight’s Edward Cullen (Robert Pattinson) most profitable licensed film character of 2010 -

London, 23 September 2010: a global survey conducted by Brand Licensing Europe 2010, Europe’s premier licensing trade exhibition, has revealed that our fascination with the antics of Homer Simpson and his family remains as strong as ever despite more than twenty years on our screens and over 450 episodes.

The survey asked global licensing professionals to rate a range of film and television shows and characters in terms of licensing success – the ability to generate a successful revenue stream through the sale of licensed merchandise, from clothing to toys, games, books and films. The Simpsons took 31% of the vote, followed by Sesame Street on 26% and Looney Tunes on 10%.

Officially the longest running primetime comedy in TV history, The Simpsons has over 400 official licensees and worldwide retail sales topping $8 billion. The licensing industry itself is worth $191 billion globally.

Boy wizard Harry Potter, star of the upcoming and eagerly anticipated two-part film finale – Harry Potter & The Deathly Hallows – was voted the most powerful licensed film character of all time. With 20.8% of the vote, Potter narrowly edged out Star Wars hero Luke Skywalker on 20.6% and Superman on 20.1%.

Proving yet again the buying power of Twilight fans the world over, vampire Edward Cullen, played by British heartthrob Robert Pattinson in the films, took over 32% of the vote as the most profitable film character of 2010, followed by Toy Story 3 spaceman Buzz Lightyear on 27% and Harry Potter on 18%.

Perennial favourite, The Muppet Show, was also voted the TV show most likely to offer the best licensing opportunities should it be revived again, with nearly 35% of respondents putting it ahead of Star Trek on 24% and Friends on 7%.

The survey also helps answer the age old question of who is the ultimate superhero – with 33%, Spiderman netted the title of most valuable superhero of all time, ahead of Superman on 31% with the caped crusader, Batman, on 29%.

And finally, Lost, despite finishing in 2010 after six seasons, is not lost forever. The drama was voted the TV programme with the most potential for further licensing growth, taking nearly 30% of the vote, ahead of New Jersey-based mob drama The Sopranos on 16%, and Baywatch on 12%.

The survey boasts feedback from a diverse global panel of heavyweight licensing brands across many different sectors, from newspapers to film, digital and technology brands through to sportswear, retail and FMCG, gaming, automotive, toys and fashion, plus an interesting sample of global media organisations.

Jessica Blue, event director, Brand Licensing Europe 2010 said: “The licensing power of film and television is phenomenal, so it’s not surprising to see The Simpsons top the survey given the bold and clever nature of their licensing programme. Brand Licensing Europe attracts over 230 exhibitors and 5,000 attendees annually, making it the number one place for brands to explore opportunities and develop new avenues for extension and commercial revenue.”

Brand Licensing Europe will take place at Olympia from 28-30 September 2010, with film, TV and entertainment brands represented from across the globe. Exhibitors this year include: BBC Worldwide, ITV Studios, Paramount Studio, Nickelodeon, RDF Media, Sony Pictures Entertainment, Twentieth Century Fox and Turner CN Enterprises.

To register to visit Brand Licensing Europe 2010, go to http://www.brandlicensing.eu.

969 days ago Short URL Comments

Digital/Licensing/Research/TV

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22

Sep

TalkTrack highlights value of face-to-face conversations and power of PR

We are working with Starcom Mediavest Group today on the release of the first ever word of mouth study investigating all conversations (on and offline) in the UK. The study explodes the myth that online buzz tracking (currently treated as a proxy for all conversation by the advertising industry) is an accurate picture of brand conversation.

It also highlights the role of editorial (and PR) as the second most powerful driver of brand advocacy after advertising (where TV advertising in particular remains dominant).

A summary of the findings are below and also available in richer detail at:

http://www.marketingweek.co.uk/trends/conversations-on-brands-are-vital-discuss/3018454.article

Findings from a unique brand word of mouth study Starcom MediaVest Group has conducted with specialist Kellar Fay sheds new light on the word of mouth debate.

TalkTrack™, for the first time in the UK, provides a word of mouth tracking approach which covers any talk about brands, wherever it happens. Conversations are recorded by respondents in diaries and then fol¬lowed up with questions asking what was said, with whom, where and what happens as a result.

Our study revealed that just 7% of brand conversations happen online: via email, chat rooms, blogs and social media sites. Of the remainder, 81% happen face-to-face and 11% over the phone.

Conventional wisdom
The internet is where brand conversations take place, so monitoring online buzz provides sufficient understanding of all word of mouth.

The real fact
New research from SMG proves that over 90% of conversations about brands DON’T happen online.

What this means
For the full picture of your brand’s word of mouth dynamics face-to-face conversations must be researched – the internet is important as a stimulator of word of mouth but far less important as a place where it actually happens.

970 days ago Short URL Comments

Digital/Research

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20

Sep

Grazia launches new TV series on the web

I note with interest the latest developments over at Grazia, the weekly fashion glossy, which has this weekend, launched into web TV. You can check out the first ‘webisode’ here:

http://www.graziadaily.co.uk/GraziaTV/archive/2010/09/17/it-s-the-very-first-episode-of-grazia-tv.htm

It appears the trend for media to create ever-richer content continues and Grazia’s launch into TV is perfectly timed during London Fashion Week.

The full info is here for all PRs interested in targeting the new TV opportunity:

Bauer Media’s ground-breaking fashion glossy Grazia has launched onto a brand new platform with Grazia TV. The five minute weekly ‘webisodes’, a media first, will feature a round up of the latest fashion, beauty, news and entertainment inspired by the ‘Ten Hot Stories ‘ section of the magazine, updated and adapted to showcase Grazia content on a TV platform.

Grazia TV was conceived by Bauer Media’s Creative Director of TV Julian Linley and the series will edited and written by Grazia’s Senior Editor Hattie Brett, in conjunction with Signal TV. It will be available on http://www.graziadaily.co.uk, http://www.YouTube.co.uk and other syndication channels every Friday from 17 September 2010. The 13-week series kicks off during London Fashion Week in September in partnership with Estee Lauder Companies using integrated brand content. Grazia’s Associate Media Director Lisa Tookey brokered the deal with M2M’s Tanwa Edu.

972 days ago Short URL Comments

Digital/Magazines

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17

Sep

10 Nuggets From Sports Marketing 360 2010

I attended this one-day conference yesterday by SportBusiness Group, an excellent gathering of leaders, thinkers and networkers in the sports marketing world. The following are 10 nuggets I gleaned from the myriad of speakers present at this fascinating day.

1. Suzi Williams, Director, BT Group Marketing & Brand, said that the business is starting to see real returns from its investment in sport and the combined effect of its involvement in London 2012, the WC 2018 bid and launching Sky Sports on the BT Vision service

2. Tom Fox, Chief Commercial Officer, Arsenal FC, acknowledged that the brand awareness for the team outside of the UK was principally due to TV and the penetration of the Premier League and Champions League. In a comment silently applauded by all PRs present, he highlighted the ‘massive ‘ value PR represented internationally and outlined plans to use PR through Chinese students to spread the word about Arsenal

3. Richard Heaselgrave, VP Business Development, NBA, speculated about the future creation of a global event that would be perfect for global sponsors, stretching across a 12-month period, local in all key territories, maximising all new channels (beyond TV), flexilbe and free of rights-holder restrictions.

4. In the same session about Brands and major events, Nick Sykes, Managing Partner and Head of London 2010, McCann London, talked about how mega-events now offer billions of eyeballs with the ability to engage one-to-one. He summarised that he sees a rosy future for the major events and relationships with big brands, particularly mature established brands looking to build profile in emerging markets

5. James Tipple, VP Marketing, Yahoo EMEA, presented a showcase on Yahoo’s campaign for this summer’s world cup, bringing together content, social, experiential and communications in an integrated global competition. The numbers behind the campaign were compelling evidence of Yahoo’s ability to provide a global platform for a truly global penalty shootout competition and exclusive content from the world’s biggest footballing star, David Beckham

6. In ‘Sponsorship’s Digital Future’, Jeff Nathansen, Head of Partner Management for YouTube in Northern Europe, Google, revealed the viewing figures for the IPL which ran on YouTube earlier this year. 50 million views globally across 100+ markets, the biggest inevitably was India and second largest the US (despite the low profile of cricket in this territory)

7. Charlie Dundas, Global Director – Sports & Entertainment sponsorship, Mediacom, highlighted that digital is still considered by clients to be a ‘risky’ option and that it is important to get the test-level of the digital pitch right. He also believes that sport is a great sector for testing digital solutions, offering a chance to be creative and really test the environment for the brand before enlarging the campaign

8. Mark Foster, when talking of the injury that prevented him from competing at the Athens Olympics in 2004, said he dealt with his disappointment by applying an ‘ERO’ principle – Experience, response, outcome – your response to an experience affects the outcome. His response was to write for the Evening Standard and enjoy the success of his friends.

9. The ‘Toxic Talent’ panel observed that the world is a very small place now and the advent of digital communications are “tools of the devil for sportspeople”. Governing bodies and teams have been slow to start educating their young players.

10. Patrick Nally, the godfather of sports sponsorship, who with his company West Nally laid the groundwork for the commercial framework we see around the FIFA World Cup even today, believes there has never been a more exciting time to be in sports marketing. He said ‘conventional advertising is dead and conventional sports sponsorship is dead – the world is digital’. He pointed to this video as a useful eye-opener for anyone not convinced by the power of digital – http://www.youtube.com/watch?v=sIFYPQjYhv8

975 days ago Short URL Comments

Digital/Sport

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08

Sep

Predictions for this year’s IBC

It’s IBC time again as the entertainment and media world descend on Amsterdam.

A bit of background from the official site…Each September, the leading brands, finest minds and wisest investors come to IBC – the premier annual conference and exhibition for professionals engaged in the creation, management and delivery of entertainment and media content worldwide.

Our team are on the ground at this year’s event and I’ve posted a link below to a blog from Jonathan Try, the vice-president of technology at Amsterdam’s Digital Media Centre, who offers up his predictions for the things to look out for at IBC this year.

http://www.broadcastnow.co.uk/technology/3d-vod-and-qc-just-another-ibc/5017867.article

984 days ago Short URL Comments

Digital/TV

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06

Sep

Key events this September

We’re busy focusing on a range of key events this month here at Braben across the media, media tech, sports and licensing sectors so I thought I’d post a brief run-down on each plus links for further info.

IBC 2010 – http://www.ibc.org/
IBC bills itself as the premier annual conference and exhibition for professionals engaged in the creation, management and delivery of entertainment and media content worldwide. It takes place September 9-14 in Amsterdam and our team will be in the ground at the event.

Sports Marketing 360 – http://www.sportsmarketing360.com/
Now in its third year, Sports Marketing 360 is established as the must-attend event for sports marketing professionals from around the world. We are the PR partner for this event which is a vibrant, challenging and highly relevant one-day conference designed to deliver significant value to those who work in sports, marketing, media, brands and related areas. September 16, 2010.

Ad:tech London – http://www.ad-techlondon.co.uk/
The online marketing and advertising community gathers together at ad:tech London to reveal the latest trends and market figures, share best practices and address industry challenges. Our team will be there as we track the latest media developments. September 21, 22, Olympia.

Brand Licensing Europe 2010 – http://www.brandlicensing.eu/
Brand Licensing Europe 2010, the Avanstar-organised licensing exhibition, returns for its 12th successful year to Olympia, London and we are the official PR partner. 230 licensors and agents will exhibit, representing over 2000 fashion and lifestyle brands, children’s characters, celebrities, art and image libraries, sports clubs, movies and TV studios. September 28-30, Olympia.

986 days ago Short URL Comments

Digital/Events/TV

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