Most read: How the 'invisible' Wimbledon sponsors used digital to make their mark
It's a tough life being a Wimbledon sponsor. There are limitations on the size and number of endorsements the players can have on their clothing and manners are more important here than anywhere in world sport.
Still, as Chris Baker, head of strategy, FCB Inferno, points out: "The Robinsons Brand Index score jumped by five percentage points during last year's Wimbledon."
In an opinion piece for Marketing Magazine, Baker makes the case that Wimbledon sponsors are "starting to come out of the shadows with the clever use of the digital landscape."
He points to Evian’s #wimblewatch, Robinson's online treasure hunt, Stella Artois' virtual reality app and Jaguar’s #feelwimbledon experience. We could add IBM's online data collector game to that list.
Media: Movers and shakers
The media shakeup continues apace, as MediaCom and PHD battle for GSK's £1bn media business.
Campaign's Arif Durrani reports on the latest in a glut of high-spending multimarket media reviews, the likes of which most seasoned agency leaders cannot recall seeing before.
Elsewhere in media land, Dentsu Aegis Network picked up the Eurostar consolidated global media and digital brief, handling planning and buying, PPC, programmatic and the data transformation remit across the UK, France, US and Canada.
Hang on, we're not done yet. Thetrainline.com, the online train tickets retailer, has appointed the7Stars to handle its £5 million media business, previously handled by Vizeum, and David Lloyd Leisure Group has appointed Blue 449 (the Publicis Groupe agency formerly known as Walker Media) to its £6.5 million media planning and buying business.
Psychology: A day in the life of Vera Age
Who is Vera Age? The protagonist of an unreleased Blur B-side circa The Great Escape? Could be. What we do know is that "Ms Age, Vera to her friends, is 40 years old, 5 foot 3 inches tall, and weighs just over 11 stone. She earns £22,151 per year and spends 34 hours per week in the office.
"More surprisingly, although perhaps not to a statistician, she has slightly less than two legs."
Richard Shotton and Richard Clay of ZenithOptimedia take us through a day in her life and look at the subtle contextual influences playing on psychological biases that affect her decision making, and what the implications are for marketers.
Here's one study they cite that we particularly like:
Adrian North, a psychologist at Leicester University, altered the background music in a supermarket wine aisle. Over a fortnight, he switched it between traditional German and traditional French music. When customers heard tunes from an accordion, French wine accounted for 77% of sales, and when folksy oopmah music played, 73% of wine sales were of a German variety. But only 2% of people spontaneously mentioned music as the reason for their purchase.
Read a day in the life of Vera Age, or how psychology drives behaviour. Here's the takeaway: "Since consumers aren’t necessarily aware of all the influences on their decision making, brands must be careful about trusting claimed data. In the memorable words of Jonathan Haidt, the rational mind 'thinks it's the Oval Office when actually it's the press office'."
Creativity: The ultimate time wasting inspiration engine
Cool Hunting turned us on to this simple link database (we assume), The Useless Web by Tim Holman. Hit the site, click the big pink "please" button and you'll be taken to a cool, one-note website, and in a new tab to boot.
Sure, you could see it as a massive time suck, or it could be the inspiration you need for your next digital campaign.
Want to increase engagement? Steal the idea from cant-not-tweet-this.com. Care to add some fun, pointless interactivity? Just replace the eel in Eel Slap with the humorous but non-lethal object of your choice.
Wish to hypnotize your consumer? There's a website for that: Falling falling. Just add a hypnotoad for extra LOLZ.
Productivity: 26 apps for your work day
If you're going to fall down a Useless Web shaped hole regularly, now may be a good time to see if you can increase your productivity so you don't fall behind at work/life.
Hassle.com, a service that allows you to hire and pay for a cleaner online, has suggested 26 apps (without including theirs, content marketing 101) to live more efficiently.
Because as the hamster wheel of living shows, you only get one hour of socializing per day – tops. Better make the most of it.
Compiled by Jonathan Shannon
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