December 27th (originally broadcast: February 16, 2008)
It’s among the greatest, most inspired, most creative, most spectacular work done in marketing... yet few ever see it. Every year, Ad agencies pull out all the stops to ‘pitch’ their services to prospective clients. This week, Terry O’Reilly takes you inside the boardrooms to share some of the Ad industry’s best, most remarkable, and most disastrous ‘pitch’ stories, and gleans from them a surprisingly handy set of life-lessons.
Saturday, December 27, 2008
Thursday, December 11, 2008
Old Media, New Media, Borrowed Media, Blue Media
Broadcast Date: December 11, 2008. (Original January 26th, 2008)
Terry O’Reilly tracks a seismic shift in the marketing world: the fall of Television as the “flagship” ad medium, and the rise of a radical new trend: marketing through ideas.
Instead of using advertising to reach teenage males, Burger King created its own series of Xbox 360 games, featuring its “King” character. After two million sales in just five weeks, Burger King equates the number of “brand impressions” to that of 13 Super Bowl ads.
When General Electric wanted to promote its brand at the Beijing Olympics, the tactic it chose was infrastructure. Instead of expensive Olympic advertising, GE helped build a water filtration plant, through which it hopes its brand will resonate for years.
“Ideas” as the hottest new ad medium, this week on The Age of Persuasion.
Terry O’Reilly tracks a seismic shift in the marketing world: the fall of Television as the “flagship” ad medium, and the rise of a radical new trend: marketing through ideas.
Instead of using advertising to reach teenage males, Burger King created its own series of Xbox 360 games, featuring its “King” character. After two million sales in just five weeks, Burger King equates the number of “brand impressions” to that of 13 Super Bowl ads.
When General Electric wanted to promote its brand at the Beijing Olympics, the tactic it chose was infrastructure. Instead of expensive Olympic advertising, GE helped build a water filtration plant, through which it hopes its brand will resonate for years.
“Ideas” as the hottest new ad medium, this week on The Age of Persuasion.
Thursday, December 4, 2008
The Sport of Persuasion
Broadcast Date: December 4, 2008 (Originally broadcast: January 19th, 2008)
Believe it or not, there was once a time when sports and marketing slept in separate beds. Enter C.C. “Cash & Carry” Pyle, the first modern sports agent.
This week, Terry O’Reilly explains how Pyle changed sports forever, and why marketers so eagerly assume the expense, and the risk, of putting their product in the hands of a star athlete. Then, he’ll give you a peek at the marketing playbook, and show you what distinguishes a ‘star’ from a ‘superstar’.
Believe it or not, there was once a time when sports and marketing slept in separate beds. Enter C.C. “Cash & Carry” Pyle, the first modern sports agent.
This week, Terry O’Reilly explains how Pyle changed sports forever, and why marketers so eagerly assume the expense, and the risk, of putting their product in the hands of a star athlete. Then, he’ll give you a peek at the marketing playbook, and show you what distinguishes a ‘star’ from a ‘superstar’.
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