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’.
Thursday, November 27, 2008
There’s Never a Marques of Queensbury Around When You Need One.
November 27 (Originally Broadcast: January 12th, 2008)
Terry explores the long history of “attack ads” and political dirty tricks, and shows how changing media have changed the nature of election campaigns, from a discussion of issues to an assessment of personalities.
Major campaign ads are assembled by hand-picked “dream teams” comprised of many of the greatest creative minds in the business. Yet somehow these campaigns invariably descend into a paint-by-numbers litany of personal attacks and stratospheric promises.
To voters they’re a blight, but to broadcasters, they’re manna from heaven: prompting hefty airtime buys from warring parties, and fueling news and political panel shows (who respond in kind: giving free airtime to the more incendiary ads.)
Terry explores the long history of “attack ads” and political dirty tricks, and shows how changing media have changed the nature of election campaigns, from a discussion of issues to an assessment of personalities.
Major campaign ads are assembled by hand-picked “dream teams” comprised of many of the greatest creative minds in the business. Yet somehow these campaigns invariably descend into a paint-by-numbers litany of personal attacks and stratospheric promises.
To voters they’re a blight, but to broadcasters, they’re manna from heaven: prompting hefty airtime buys from warring parties, and fueling news and political panel shows (who respond in kind: giving free airtime to the more incendiary ads.)
Friday, November 21, 2008
Do This Or Die
November 20, 2008 (Originally Aired June 21, 2007)
A generation ago, one of the greats of the Ad business, Bob Levenson, wrote perhaps the most remarkable - and least-celebrated - ads in history.
Titled "Do This Or Die", it was both a manifesto and a warning to the Ad Industry.
It was a plea for candour and intelligence among advertisers, and for authentic dialogue with consumers. This week on The Age of Persuasion, Terry O'Reilly explains why today's advertisers ignore this plea at their peril.
A generation ago, one of the greats of the Ad business, Bob Levenson, wrote perhaps the most remarkable - and least-celebrated - ads in history.
Titled "Do This Or Die", it was both a manifesto and a warning to the Ad Industry.
It was a plea for candour and intelligence among advertisers, and for authentic dialogue with consumers. This week on The Age of Persuasion, Terry O'Reilly explains why today's advertisers ignore this plea at their peril.
Tuesday, November 18, 2008
The Future of Persuasion
November 13, 2008 (Originally Aired June 14, 2007)
Advertising is a six hundred billion dollar industry these days - and that doesn't take into account its impact on the products and services it promotes.
But nobody really seems to know where the ad industry is headed.
This week on The Age of Persuasion, Terry O'Reilly explains how marketers are slow to adapt to new technologies. But at the same time, advertising is fast moving away from conventional forms and "messaging."
Advertising is a six hundred billion dollar industry these days - and that doesn't take into account its impact on the products and services it promotes.
But nobody really seems to know where the ad industry is headed.
This week on The Age of Persuasion, Terry O'Reilly explains how marketers are slow to adapt to new technologies. But at the same time, advertising is fast moving away from conventional forms and "messaging."
Saturday, November 15, 2008
The Wall of Cynicism
November 6, 2008 (Originally Aired May 31, 2007)
According to one survey, six per cent of North Americans believe the moon landings were faked.
Given that degree of pervasive cynicism, it's not surprising that it's hard to convince people that your brand of laxative, athletic footwear or luxury sedan is worth buying.
This week, on The Age of Persuasion, Terry O'Reilly traces the erosion of people's trust in advertising, media, and institutions - from the early Snake Oil salesmen to Orson Welles' infamous "War of the Worlds" broadcast - the 1938 radio drama that caused a real-life panic.
Terry also explores some of the ways today's marketers try to break through that distrust.
According to one survey, six per cent of North Americans believe the moon landings were faked.
Given that degree of pervasive cynicism, it's not surprising that it's hard to convince people that your brand of laxative, athletic footwear or luxury sedan is worth buying.
This week, on The Age of Persuasion, Terry O'Reilly traces the erosion of people's trust in advertising, media, and institutions - from the early Snake Oil salesmen to Orson Welles' infamous "War of the Worlds" broadcast - the 1938 radio drama that caused a real-life panic.
Terry also explores some of the ways today's marketers try to break through that distrust.
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