Paid for product placement on TV. The beginning of the end of independent content, or not?

Photo by: http://www.flickr.com/photos/fred_dela/

I am not sure yet what I think about the move to have paid for product placement in UK TV programs. As a consumer I fear that over time it will mean that writers and shows will either actively or, without realising the erosion, start to have story lines and the way things are shot and stories told increasingly influenced by the needs of brands paying for placement.


One of the most silly examples was in the last Peirce Brosnan Bond film where it felt like it was a series of action links between product placement usage shots. The first, and much publicised, paid for placement of a coffee machine in the daytime magazine program "This Morning" where it strangely sat in the background on a ledge trying to be innocuous, was almost worst as was irrelevant and odd. Plus no-one would have ever known if had not been for all the PR. So as someone working on brands, it felt like the hefty fee was a real waste.


I guess there will always be a tension, and maybe that is the best. The tension, conflicts and arguments helping to keep everyone honest and getting the best balance.


At the ThinkBox (TV industry promoter) seminar on Closer to Content, they addressed this issue - and also had some guidelines and thoughts that helped, recognizing that it is still a learning process.

For me, the 2 things that struck me most about the role of product placement playing a role over more traditional and direct promotion that seemed interesting were:

(1) To help normalize a product usage, by having it used in a particular context or occasion. This may be helpful when establishing a new brand or product category.

(2) When trying to have a brand seen as aspirational and desirable by having it used in these sorts of occasions that adds credentials and attributes. So in an up-market setting, or used by up-market or adventurous or whatever characters.

Saying that, I still think this could be a risky path and look forward to seeing how it plays out. For all the good intentions, I still think over time we will see a drift that ends up with compromised content. Maybe I am just too old school! But interesting times ahead.

Your thoughts?



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@rooreynolds at @thinkboxtv seminar on importance of content for a 2-screen world

 

Photo: http://www.flickr.com/photos/psd/

At the Thinkbox Closer to Content Seminar in London, one of the most thought provoking (and also entertaining presenters) was Roo Reynolds (ex of the BBC and now at the innovative Wieden & Kennedy Agency - best known for their Nike work).


He was talking about the importance of creating content for the "2 screen world". The 2 screens being the TV in the lounge, and the laptop/ iPad/ SmartPhone that so many people now have to hand while they watch TV.


His point is that you need to think about having connected content for both at the same time. The 2 screen usage is a very fast growing activity, especially among younger people where it may even be the norm eventually for all. 


Why do people engage in "2 screen activity", and what is it? It means that as people watch TV, be it a show or ads, people may reach for the 2nd screen to discuss the show on social networks, research, get an offer, talk about it or buy. Watching TV is not just a sit back activity any longer, it is also become an interactive and active activity.


In his talk he made 2 key points:


TV IS ALIVE AND WELL. AS ARE SOCIAL NETWORKS: TV and social networks actually go very well together. Be aware of what TV watchers are doing and embrace it.


CONVERGENCE OF THE 2 SCREENS IS COMING. BUT WILL IT WORK FOR ALL? Internet enabled TV is here. But will it really fulfil the role that social media needs and wants. Social media is a personal activity, and so will people really want to pull it up on the TV screen in a more "public space". Likely not, the 2 screen approach may still be the solution.


I agree. We all do though, need to be more actively thinking about the 2 screens as we develop TV ads (and shows!)....and have a plan..


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Thinkbox Closer to Content Seminar: 2 big take-aways from the event #C2C2011

I attended the ThinkBox Closer to Content seminar at the Soho Hotel in London today. The seminar was about the role of sponsorships, integration with online activities and also product placement within shows.

The event was great, and very well targeted and every presenter had tight and clear messages. I will in various postings cover each of the key ones and key messages. But thought worth sharing as a start what the 2 really big things that I came away with as ideas to ponder and think about


YOU NEED TO THINK ABOUT HOW CAN I MAKE MY BRAND FAMOUS


There are so many brands out there, and so many all do the same things the same way. But you need to think about how do you take what resources you have and not just worry about doing things bigger but really doing to better. How can you make the brand famous and noticed.

There was a great case study about Waitrose and how they had much less money than the other supermarkets, but focused all their efforts into 3 days every week (Thursday to Saturday) when most shopping takes place, and then had a key insight that people were cooking at home from scratch more (due to economy) and so built a whole big push about associating the Waitrose brand to ingredients and how they chose them – and then through recipes and cooking. To stand out they used 2 famous chefs, Delia Smith and Heston Blomenthal. They focused on how through messaging and execution they could use the resources they had work better, and make the brand more famous by doing things differently.


THE CONSUMER IS CONNECTED, BUT WE ARE NOT


The consumer now increasingly multi-tasks while watching TV, they are increasingly having a laptop or smartphone to hand and chat, engage, play along, research and so on while watching TV. But the TV companies, the brand owners tend to be more silo based. They are not structured to be integrated and different people doing different elements. How can things be properly connected and executed if we don’t find a way to think and be more connected and integrated.

A great seminar. More thoughts to come in future postings...


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Hegarty on Advertising: Turning intelligence into magic. 10 things that struck me from reading this book

I was sent a copy of the book by UK advertising guru, and creator of many famous campaigns, John Hegarty. The book is called "Hegarty on Advertising: Turning intelligence into magic".

I was very intrigued to read the book, as he is one of the visionaries and most creative people in the industry since I have been in marketing. And so did the book live up to my expectations, and more importantly, did I learn much?

The answer to both of those is yes. I found the book easy to read, entertaining and a good mix of history, personal passions and practical advice.

Here are the 10 key things that resonated with me from the book:

1. When it comes to communication think “audience” not “consumer”. You are more likey to find a creative and compelling way to communicate to them then.
2. Make sure you can describe what you offer in a word or two. That is all your audience will recall! I am a big believer in this. Imagine you can only own one word or 2 for your brand or offer.
3. Communication needs to be designed to DISRUPT not reinforce to stand out and be remembered. The first task of communication is to be noticed.
4. Clients will always say, and this is confirmed in surveys, that the thing they expect from their agency is “creativity”. So why do they then spend so much time squeezing it out?
5. Agencies only survive and prosper if they start with a philosophy about what makes good communication. Without this they drift and end up lacking creative drive and approach.
6. Love what you do. Ask someone how they are and if they say: "managing", then you would worry about them. Be the same about brands and brand building!
7. Ideas are the key. Not the discussion about traditional versus digital. Focus on getting the best idea, and then where and how to tell it.
8. A brief is either a friend or a foe! Can inspire or impair. It should be crafted not to control but to liberate the creative process. 
9. Storytelling. Probably the most powerful form of communication we have. Simple, memorable, engaging, and many of the greatest and best ad campaigns use it. It also helps build an internal culture in a company. Secret of good story is letting viewer or listener participate, of they can predict how goes they will be bored and move on.
10. You don't tell people what to do by lecturing them. You inspire them. A funny person does not tell people they are funny, they tell jokes and make people laugh - and so people conclude they are funny. Many clients try and put their strategy to pictures instead of trying to ensure the audience concludes what they are...

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