Tag: above the line


Above the Line Marketing makes way for Social and Digital Wave 3rd May, 2013

For a long time brands have revolved their marketing campaigns around ‘Above the Line’ (ATL) strategies, which consisted of utilising all types of broadcasted mass media.

Although the reach of ATL marketing is undoubtedly wide-ranging and a great platform for unique concepts, the economic downturn and the rise of digital technology has forced companies to think more ‘Below the Line’ in regards to their goals for a profitable future.

Sustainability

One of the primary reasons why ATL campaigns have not had as drastic a growth in recent years is due to the extraordinary budgets that are required to ensure cut through. Citi Bank’s ‘Live Richly’ campaign is a campaign that spanned over 5 years and cost over $1 billion dollars. The campaign reached people through their inner desire to enjoy life and the concept was very catchy, but this is simply not a sustainable method of engagement for many SME’s in this economic climate. For many, splashing out on mass media campaigns is not feasible anymore due to a recession-scarred business community. There is simply too much risk involved considering that the ROI for marketing departments is under such scrutiny.

Less money, less problems

Companies are desperately attempting to reach consumers on a more personal and frequent basis, which is why they are choosing to engage with people on social media platforms as well as mobile proximity marketing. Television ads and mass media may seem all encompassing, but they lack the specific ability to personalise its audience relationship the same tailored way social media does.

With large scale campaigns of this size, further risk exists with the inability to quickly adapt to change in culture or need.  A perfect example of this is the launch of Diet Pepsi’s ‘tall, skinny can’ in 2011, which scheduled its debut around their sponsorship of New York Fashion Week long before the actual date. However Pepsi were unable to adapt their pricey campaign to the ongoing outrage regarding size zero models and its affect on young women. The campaign simply could not adapt quick enough, which highlights a great advantage of online media.

Future thoughts

For many brands ATL methods will always have a place in the marketing mix, but in this current climate, brands are getting more bang for their buck by turning to digital campaigns and social media engagement. ATL mass media campaigns are a luxury in this economic slump, but for companies who want to flex their creative muscle, they are still a viable option. However brands must prioritise sustainable business methods and realise that digital and mobile technology is the future, whether it be social media, viral Internet movements, product placements or guerrilla advertising. Brands that fail to adapt will be quickly left behind.

Why Big ATL Agencies Can’t Crunch Numbers 5th April, 2013

Walking into a fabulous advertising agency the other day, I will admit, I was envious.  Envious of the beautiful office building, elevators, stairwell, art work, great tea  – even the receptionist wooed us with her timely wit. There were whispers of “…and they also have a free cafeteria!” when we entered the large doors into a reception area that is bigger than the entire Slingshot office.  It was hard not to be smacked in the face  by success the moment you walked  through the front door.

And yet, the meeting with over 15  bright young things – planners, account managers and creatives left me feeling slightly underwhelmed when it came to brainstorming ideas for driving additional revenue to a project and it got me thinking about sponsorship and the future of the agency model (which I will also be discussing at the ESA Summit, read more here).  Now I am not saying that all creative media and marketing agencies and the people that work in them can’t understand sponsorship – many of them can.  The point really is that they don’t have to.  They don’t spend an agonising amount of the day working client budgets to meet targets through multiple revenue streams.  They don’t spend hours on the phone negotiating media rights and convincing brands to provide free products in order to drive the event forward.  They don’t have midnight calls with overseas clients on how to then find a way to pay for the distribution of said product.  Unfortunately, this is my job.  Again, cue my envy.

Yet envy aside, I have come to the conclusion that the thousands of hours I have spent agonising over a successful route has inevitably given me a very strong aptitude for understanding how to generate revenue – effectively and sustainably.  These hours spent have gifted me the ability to valuate a platform fairly quickly, just by a call, because this is what I do – day in and day out.

I can whole heartedly admit that I cannot come up with the creative idea.  I cannot even draw stick people properly. Of course, I  recognise the huge value in the idea and implementation  – but I think the tables are turning.

The Mad Men days where creativity is king is difficult to validate in an era where ‘Charlie Bit My Finger’ has over 520 million views.  Where budget cuts, the economic recession, and overall increased scrutiny on budgets continues to rise.   I think it is time to recognise that it is now the era of ROI.

As I am in the business of ROI, I am sure you’d expect me to say that. However, look around you – it really is everywhere.  From the daily Groupons, to free content on ITV player, value is something we are all looking for and delivering that value can be a difficult challenge.

I truly believe the way forward is  through building partnerships – creating true synergies between organisations, understanding all parties objectives, and working together to reap mutual rewards.  The shift has already begun with major brands pulling funding out of the major kit deals in favour of smaller, more integrated campaigns and partnerships.  It can also be seen with the huge success of our own agency, which has doubled in the last year purely through the increase of new incoming business. People are beginning to recognise (whether forced or not) the value of building lasting commercial partnerships.

Now I am not claiming that I am the next Sir Martin Sorrell, David Ogilvy, or William Bernbach – but I do see a future  that features free meals for Slingshot employees.