November 21, 2009

A Story that should find Corparate Sponsors

I am hugely inspired by a Congolese band called “Staff Benda Bilil” who are overcoming huge challenges and capturing Europe in a storm ..spread the word. These guys are not only survivors they are exceptional musicians:

Tony Russell


National Geographic goes South African

Filed under: Uncategorized — trtoronto @ 7:03 pm

Great Add but it is South African and that is good.

Directed by Cape Town-based Bryan Little from Fly on the Wall [the guys who made the Fokofpolisiekar movie that we enjoyed last week] these National Geographic ads have striking visuals.

November 19, 2009

CCFC Gets Refund From Disney

Filed under: Advertising,Brands,Clever Tactics,Commercial Free Childhood,Design — trtoronto @ 11:28 pm

CCFC’s ongoing campaign to stop the false and deceptive marketing of baby videos has had an important success. They have  persuaded the Walt Disney Company to offer a full refund to anyone who purchased a Baby Einstein DVD in the last five years.  The refund is only available for a limited time, so please help us spread the word now.

Full article

Tony Russell

What Is Integrated Marketing ? What is Strategy and Tactics ?

Filed under: Advertising,Brands,Clever Tactics,Email Tactics,Social Media — trtoronto @ 11:07 pm

Its odd how old explanations in marketing get recycled over and over again.  Lets be clear once again that an integrated marketing approach is not a strategy, it’s the tactical delivery of a marketing strategy. I think that distinction is critical, because without the right strategy no amount of  talk about integrating multiple platforms and mediums makes much sense. In fact, in may instances integration is simply interpreted as doing more kinds of stuff. The problem with more stuff is that stuff without a central strategy can actually cause one stuff to combat and conflict with some other stuff.

Tony Russell

Best South African Ad of 2009

If you are going to be a global brand you have to deal with local conditions and sensibilities.  Imagine you are  responsible for reaching a South Africa audience. Before you sweat go no  further and have a look at Cherry’s choice of a top ad.  Here is their top choice for 2009.  Its brilliant. : #1 Best South African Ad of 2009 goes to Vodacom “Single Ladies”

Now how would you have managed a South African account ???

Countering the Sexualization of Youth

I must say that I am deeply concerned with the mind numbing Sexualization of  youth.  I say mind numbing because  what are we thinking? Are we thinking ?  I dont think we are thinking. Lets think so  check out the work of The Campaign for a COMMERCIAL FREE CHILDHOOD

“Miniskirts, fishnet stockings, feather boas. It all sounds sexy – ’til you realize it’s being sported by that every-girl-wants-one Bratz doll. If you’re hoping that this sexual offense is an isolated incident, it’s not. From “naughty and nice” shoe ads featuring a schoolgirl clad, lollipop licking pop star to “wink wink” thongs sized for 7- to 10-year-olds, big business is out to sexualize your youth..”

Read the full article here:  The Sexualization of Youth . Mind boggling.

“Embracing lifetime value” by Seth

Filed under: Advertising,Brands,Clever Tactics — trtoronto @ 5:28 pm

I thoroughly enjoy Seths work. In this article he has struck a cord. I cannot figure why clients still think marketing is about finding new clients. Maybe its also about retaining customers. Here is Seths post on ” Embracing lifetime value”

“If you walk into a company-owned cell phone store to sign up for a contract, what are you worth?

Given the huge gross margins at AT&T and Verizon and the standard two-year contract, I think it’s easy to figure on more than $2000 in lifetime value.

If you ran a business where a customer represented an additional $2,000 in profit, how would you staff? How long would you make someone wait? If staff costs $25 an hour, how long would that extra person take to pay off?

Few businesses understand (really understand) just how much a customer is worth. Add to this the additional profit you get from a delighted customer spreading the word–it can easily double or triple the lifetime value.

So, a chiropractor might see a new patient being worth $2,500, easily. And yet… how much is she spending on courting, catering to and seducing that new customer? My guess is that $50 feels like a lot to the doc. Instead of comparing what you invest to the benefit you receive from the first bill, the first visit, the first transaction, it’s important to not only recognize but embrace the true lifetime value of one more customer.

Write it down. Post it on the wall. What would happen if you spent 100% of that amount on each of your next ten new customers? That’s more money than you have to spend right now, I know that, but what would happen? Imagine how fast you would grow, how quickly the word would spread.

Here’s how you’ll know when you’ve really embraced this–a good customer at your podiatry practice (or supermarket or tax firm) walks out the door in a huff and you turn to your partner and say, “There goes $74,000.”

What can I  say its a well thought out article that every marketer/client should read.

Kinda Like Chris Brogans Ideas

Filed under: Advertising,Clever Tactics,HOT NEWS,Trends — trtoronto @ 12:07 am

I  am in the “hey how are you”  stage with Chris Brogan.

He is a smart from  10,000 feet he has a very interesting perspective on creating a business that  grows. I like him check out:

November 18, 2009

In case you missed it

Filed under: Uncategorized — trtoronto @ 11:01 pm


I SURVIVED.. now back to my commercials.. 😉

Man this has to be a classic- pretty good a bald guy with an opinion

Filed under: Advertising,Design,HOT NEWS,Trends — trtoronto @ 10:51 pm

Enjoy the best inventions of 2009

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