M&S makes TV sponsorship debut

M&S makes TV sponsorship debut

After a tough Christmas period, the retailer looks to change perceptions and target families with a sponsorship of ITV’s Britain’s Got Talent. In a move designed to target families and change perceptions around value, idents at the beginning and end of the show and around the ad breaks will highlight a range of family-friendly M&S Food favourites. That includes pizzas, stir fries, and dishes from its new vegan range Plant Kitchen. “What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV,” says Sharry Crammond, M&S Food marketing director. “Through this partnership we’ll be bringing M&S Food into millions of home each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner.” An odd move? On the face of it, Britain’s Got Talent feels like an odd move for the premium retailer. But given its wider market challenges and ambitions to position its food as good value and not just expensive, targeting this audience could help to shift those stubborn perceptions. According to YouGov BrandIndex, M&S Food’s value score is -3.9, putting it 24th out of 27 UK supermarkets. By comparison, for metrics such as quality, reputation, satisfaction and buzz it sits in the top three. That value perception is now hitting its sales. For its most recent results, the 13 weeks to 29 December, like-for-like sales in its food business were down 2.1%. CEO Steve Rowe has said changing those perceptions is a key strand of its strategy to turn around performance. The...
ITV and BBC push subscription video on demand platform to rival Netflix

ITV and BBC push subscription video on demand platform to rival Netflix

The UK’s two biggest broadcasters, ITV and the BBC, are in the final stages of discussions to launch a new subscription video-on-demand streaming service, BritBox, in the second half of the year. “BritBox will be the home for the best of British creativity – celebrating the best of the past, the best of today and investing in new British-originated content in the future,” said ITV CEO Carolyn McCall. Other UK broadcasters are expected to join the project in due course. While no price has yet been confirmed it is expected to be “competitive”. The move is a belated response to developments in the sector, where Netflix, Amazon and Sky’s NOW TV have led the charge to meet growing consumer demand in the UK for streaming services. In the UK, more than 12 million households have at least one SVOD service and BARB data shows that more households are taking multiple subscriptions. The annual growth in homes with any SVOD service is 20%, the growth in homes with multiple services is 32%, with 4 million homes now having more than one subscription. In addition to the demand for streaming services, ITV research indicates strong interest in British content. With 43% of all online homes interested in subscribing to a new SVOD service which features British content – a figure that rises to over 50% in homes with a Netflix subscription. Josh Krichefski, CEO at MediaCom UK, described the new venture as “a positive, but ultimately necessary, step” for broadcasters seeking to attract a generation of younger viewers who are most likely to be abandoning traditional linear TV; nearly half of...
The Media Angel – Finalists at The Drum Marketing Awards 2019

The Media Angel – Finalists at The Drum Marketing Awards 2019

We are delighted to announce that we have been shortlisted in two categories as finalists in The Drum Marketing Awards 2019. We are the only Welsh agency shortlisted under ‘Media Planning or Buying’ and ‘Advertising Campaign’ both for our work with Swansea University for their June Open Day Campaign 2018.  The campaign generated a 30% increase in Open Day registrations in 2018 exceeding the 10% target, over delivering by 200%. The Drum Marketing awards celebrate the best marketers and campaigns both nationally and internationally. Open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies we are pleased to represent Wales against some of UK’s largest brands and agencies. The Drum Marketing Awards are considered to be one of the industry’s most sought after accolades and have many prestigious judges such as Sarah Kiefer (Director of Business Marketing at Spotify), Tatiana Piccolo (VP of Global Fragrance at Avon UK), Victoria Needs (Director of International Marketing at Sony) and Charles Allen (Head of Marketing at Arsenal Football Club). In the ‘Advertising’ category we are nominated alongside campaigns for Vodaphone, Swinton Insurance, Sky Betting & Gaming and Samsung. In the ‘Media Planning or Buying’ category we are nominated alongside Fox Sports for the Fifa World Cup 2018 and Volkswagen UK. For Swansea University, we created a multi-faceted campaign which utilised a broad range of media to engage with 18-21 year olds including; video on demand, TV, digital and various outdoor platforms to name a few. Alison Debono, MD of The Media Angel said, “We are beyond thrilled to be representing Wales as finalists at The Drum...
What drives consumer activation?

What drives consumer activation?

How do we get people viewing your advertising to perform a target behaviour? Often when we talk about activation in the out-of-home industry we’re talking about the practicalities of digital OOH screens. Adverts can be activated to only appear on certain times of the day, or to react to the weather. Another aspect of activation worth noting though is the process of activating people. How do we get them to perform a target behaviour – be it making a purchase or visiting a store/website? The Theory Dr B.J Fogg is the Director of the Behavioural Labs at Stanford University and he has spent his whole career studying what gets people to act. According to him in order to get someone to perform a target behaviour they must: be sufficiently motivated & have the ability to perform the behaviour. They also need a trigger, something to prompt them to act (your advert!) According to Fogg you could chart this, with motivation on the y axis and ability on the x axis – imagine a theoretical line of activation. Ultimately you want both motivation and ability to be high so people are past that line of activation and in a position to act. Of course it’s worth noting that motivation and ability is fluid based on context – there’s no use seeing an activation ad for a Starbucks coffee on your tablet when you’re at home about to go to sleep on a Saturday night, but seeing it on a digital panel during your morning commute is ideal! The Study According to Dr Fogg motivation and ability are each driven by...