Two countries, two big events, distinct audiences and two very different approaches to promoting the flagship brands through talent-led image spots. America’s peacock network recently revealed a 4-minute long promo during the NBC Super Bowl pre-game show, teased by a sweet little vignette featuring the cast of 30 Rock, leading into a montage of over 100 faces from across the network. Across the pond, BBC One asks you to consider yourself one of us, with Graham Norton at the piano and everyone from Doctor Who to Brucey chiming in during Christmas.
Both channels know the strength of the much loved and familiar faces that grace their screens, but how they approach packaging the spots is an interesting distinction.
Would like to know what you think- share your comments below. Which spot is more effective and why? Which do you like more?
And with it comes my yearly roundup (in no particular order) of the top 30 channel branding campaigns from 2011. From some well considered refreshes from HBO, Discovery, and MTV, to name changers (Velocity & Science), and a few behind the scenes glimpses from Eurosport, RTÉ, and Channel 5, 2011 was another glorious year of showing why design for the small screen was anything but.
If you like this list, or simply missed previous years, you can find 2010 here, and 2009 here. And as always, whether you are channel or agency-side- do get in touch if you want to talk shop.
Wishing you and yours a prosperous, healthy, and happy 2012.
If you’re like me, you spend an inordinate amount of time keeping up to date on key branding trends. 2011 has already shaped up to be a banner year for television, both in the US and UK. All signs show marketers have a renewed focus on honing in on the true strategic grit of their brands, and more importantly, (and of personal interest) selecting the right creative team to partner with for the long haul.
So when one is lucky enough to get the opinion of a group of well respected TV executives (more specifically the effects of programming on brand), you certainly need to listen. While there is no definitive approach to rebranding a network, there are certainly a few things that most can agree on.
When asked if it was harder for Discovery-backed OWN to have to undergo a rebrand and launch in the spotlight, Oprah Winfrey Network CEO Christina Norman said it was going to be difficult no matter what or when it did it. “We were playing our own game. No one was defining what our strategy was or what our goals were,” she said. “It was important to tell our own story and chart our own course.”
In-house agencies have thrived in recent years. Though initially moreso as a result of a challenging economic climate, these in-house design-departments have succeeded in not only working alongside independent design and branding agencies for special projects but continue to produce award winning work on a day-to-day basis that numbers in the thousands of projects by year end.
TRTÉ Creative Development
I’ve had some interesting conversations with a few notable in-house agencies recently, talking about everything from the how’s and why’s of commissioned work to the practicalities (and apprehensions) of bringing in an outside (read: untested) agency to pitch for a rebrand.
There is certainly enough work out there for both in-house agencies and stand-apart branding firms to succeed. The challenge lies in that delicate balance of maximizing internal channel resources with the value of bringing in a new perspective, all the while ensuring the brand stays in well tested hands.
RTÉ’s Alan Dunne shares a glimpse from the broadcaster’s in-house design department, sharing his first person account of TRTÉ’s recent rebrand from longstanding television children’s brand, The Den. Special thanks to Alan and RTÉ for providing this to us. An inside look at everything from initial apprehensions, to the development of the brief, and the polished lineup of new idents waits for you, just behind “keep reading”.
Expect to see more first person articles from the in-house agencies from Discovery Creative (US & UK) & FOX Interntional Channels in the pretty near future. This is a rather new perspective we’re providing on ABM, namely client-side originated perspective pieces. If this is something you’d like to see more of, let me know directly, or support the content publically via Twitter and http://www.facebook.com/tvbranding
Happy New Year! Though 2010 has come and gone, we have a year of beautifully crafted and strategically minded bits of television identity work to look back on. From NBC Universal’s recent Chiller rebrand to idents from HBO, Channel 4, and MTV- we brought you stories from the front lines, from international markets as varied as Brazil, China, France, UK, Australia, and of course, the US.
A sincere thank you to our client partners at the networks for your time and trust, and a big shout out to our friends on the agency side of the business for your love of the art. So without further ado, a few spots to wet your appetite, leading to the List: 30 Memorable Channel Identity Campaigns from 2010.
Last week I caught up with Tom Lucas, the much respected Marketing Director for UKTV, for a long overdue catchup, much appreciated mind meld, and afternoon caffeinating. I consider it pure luxury to be able to listen to seasoned clients discuss real world/right now challenges in a frank manner and their approach to filtering through the creative agency clutter.
I again thank Tom for his perspective, some of which I share with you here. PS: Please don’t bombard him with blind inquiries. He was kind enough to let me present this on ABM, and since I’ll be sharing more of my chats with top UK & US marketers and I don’t want to be scaring them all off. 🙂 Thankya.
A Brief Guide to What Marketers Want From Their Agency (Part 2 of 3)
Missed Part 1? You can find that here.
Get a Grip on the Numbers
Get on every email circulation list which disseminates performance data on your client companies.
Read the analyst report.
Get a copy of your client’s P&L, see where the marketing line fits in.
Look at your fees from the FD’s perspective. Make it easy for him, demonstrate that the actual return on your endeavours outweighs the cost of hiring you.
If you need to hire someone to do this, do it.
Don’t get the brief right. Get the right brief.
Sometimes I think we get the wrong answers because we ask ourselves the wrong questions.
“What is the single-minded message?” might be appropriate for a poster, but different consumer behavious and a new marketing paradigm demand new questions.
In the digital age, a better question is “Why would I want to get involved?”
Templates might make us feel comfortable, but sometimes we need to mix it up a bit.
Let’s make the brief fit for purpose.
Adspend is the last resort
Spend your client’s money as if it were your own.
Exploit every last bit of owned or earned media. Audit the social networks. Find and arm the brand ambassadors.
Only once your client’s brand permeates every possible realm of free media should you consider paying for it.
And when you do, make sure you demonstrate that every penny is driving incremental reach and reaching the parts that free media can’t.
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