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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Harnessing consumer engagement

    10 May 2011

    In the penultimate session of the Festival of Media Global, Kraft Foods vice-president of global media services Mark Stewart outlined his five principles to creating engaging ad strategies:

    1)      Creating a meaningful role
    2)      Understanding your consumer
    3)      Have an engaging creative idea
    4)      Set overall behavioural objective and role for each tactic
    5)      Don’t forget to involve your consumers

    “It’s almost impossible not to involve consumers in campaigns,” he said. “You could argue they always have been but the breadth and volume has increased.”

    Comments (0) | Permalink

    Posted by: Josh Colley

    Tags: Creativity, targeting, Festival of Media Global, Consumer insight

  • Chasing a captive audience

    29 March 2011

    I am very rarely left speechless. I have even been referred to as chatterbox on the odd occasion. However, a news story from The Buffalo News in the US has put me in this space and rather than summarise I might as well just let the opening of the article speak for itself:

    “The Erie County Holding Center, which has had its share of problems in recent years, soon will be on the cutting edge in this respect: It will allow bail bondsmen and defense lawyers to advertise on a high-definition television screen aimed at defendants minutes after their arrest....

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: targeting

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