REVIEW: Marketing and advertising news in the week’s press

Speakers at the Edinburgh International Television Festival last weekend warned pay-television broadcasters not to confuse British consumers over digital television and understand that the medium would enable them to combat the growing disenchantment among viewers. Peter Rogers, chief executive of the Independent Television Commission, said that digital services could ’bleed to death’ through lack of demand if they confused viewers with aggressive advertising. Meanwhile, Elisabeth Murdoch, managing director of Sky Networks, praised the BBC for its investment in new digital channels. - Financial Times

Speakers at the Edinburgh International Television Festival last

weekend warned pay-television broadcasters not to confuse British

consumers over digital television and understand that the medium would

enable them to combat the growing disenchantment among viewers. Peter

Rogers, chief executive of the Independent Television Commission, said

that digital services could ’bleed to death’ through lack of demand if

they confused viewers with aggressive advertising. Meanwhile, Elisabeth

Murdoch, managing director of Sky Networks, praised the BBC for its

investment in new digital channels. - Financial Times



Guinness Worldwide has appointed Brann Interactive to handle its global

on-line strategic business following a competitive pitch. Brann, which

also handles some below-the-line communications for Guinness, will

co-ordinate all Guinness’s global online marketing. It will begin with a

revamp of the company’s website, which was created by Ogilvy & Mather. -

CampaignLive



Saatchi & Saatchi is launching Anchor’s SoSoft butter with a pounds 4

million TV campaign showing the famous Anchor Cows enjoying a virtual

reality ski experience. The ad shows the cows taking part in a

computer-generated downhill ski-race ending in a crash. - General

release



Two of Cordiant’s New Zealand agencies, Campaign Palace and Bates, are

to merge as a result of increased competition in the New Zealand market.

The newly merged agency will be known as the Bates Palace and will

become the fifth-largest agency in New Zealand. - CampaignLive



TBWA Chiat/Day has won the Academy of Television, Arts and Sciences’

second Emmy in the outstanding commercial category for its ’think

different’ ad for Apple Computer, the first TV work for Apple in a

decade. The ad honours creative geniuses who have influenced the 20th

century, including Albert Einstein, Pablo Picasso and Mahatma Gandhi. -

CampaignLive



Big ITV advertisers such as Unilever and Procter & Gamble claim they are

being forced to pay more to advertise in certain parts of the UK because

Granada Group is spending heavily in its own TV sales regions. The

group’s policy of advertising its brands on its own TV franchises has

caused additional inflation of nearly 1.5 per cent across the regions

covered by Granada, LWT and Yorkshire Tyne Tees. - Marketing



British Gas Energy Centres has appointed Nigel Kenyon Jones as its

marketing director to take over from Liz Henderson who left four months

ago. Kenyon Jones will be responsible for positioning the Energy Centre

as the ’shop window’ for British Gas and will be part of a senior team

put together by Bill McGrath who joined as managing director in April. -

Marketing



Heinz has unveiled the first phase of a pan-European ad strategy for its

tomato ketchup brand. The pounds 6 million campaign, which also

represents the first work for the Heinz division from Euro RSCG Wnek

Gosper, features children talking about the dishes they like to eat with

tomato ketchup. Five national versions of the ad have been produced for

Germany, the Netherlands, Belgium, Sweden and Finland. - Marketing



The Manchester United and England striker, David Beckham, is starring in

a satellite TV campaign for Brylcreem three weeks into the football

season. It has been suggested that the campaign was delayed to see how

fans would react to Beckham, who has been blamed for England’s exit from

the World Cup. Sara Lee, Brylcreem’s owner, insists that the six-week

campaign was not postponed and is running to its planned schedule. -

Marketing



Mars Confectionery is putting pounds 2.4 million behind a TV ad for its

Galaxy brand which continues to position the chocolate as the ultimate

in luxury. The ad, created by Grey, shows a woman relaxing while eating

a Galaxy bar in what seems to be a Mediterranean setting. As the scene

unfolds, it turns out she’s actually seated in front of a painted

backdrop. - General release.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).