I decided to shape my blog to the industry of advertising and media specifically because I wanted to gain insight and more in depth knowledge of the sector, which has prepared me for my future in a career in this field.
Writing this blog has been stimulating as I am used to writing long essays which is a completely different process to this style and format of this task. Over the course of my blog I gained understanding and explain some key case studies in current affairs which links with my topic.
Of course, linking the lecture topics to the blog has been critical and has made my thinking more broad and analytical. The material in lectures has been beneficial not just for the blog but for an introduction to business awareness and has furthered my interest even more. It provides a original kind of work ethic for me, which has been very refreshing.
To conclude, this blog has made me more conscious of the business world and developing my skills that will apply to my transition into the workplace.
The branding and social media has led to some of the most surreal moments in recent political history, but in the political season it has been hard to keep their reputation when it comes to current affairs.
After the world waking up to another dissatisfied campaign from the US the ad industry wondered where it had all gone terribly wrong. As we spectated over the 5 months, Hillary Clinton outspent Donald Trump on advertising by nearly $100 million when it came down to the competitive campaigns.
So where did it all go wrong for the media strategy?
Trump was not the straight and narrow either when it cane to his media strategy and had the issue with a lack of ‘sophistication’ whereas for Clinton showed traditional emotional advertising. However the reliance on celebrities like Beyonce and Jay-Z- may have not been figures in favours of voters.
Taking into consideration her massive expenditures on advertising could have exacerbated those issues, President and CEO of Edelman comments: “In this election, it was seen as a way of trying to buy voters as opposed to earn their trust”. Trump, however was consistently involved in social channels trying to create as much buzz as possible. Trump’s relatively small ad spends and dependence on Twitter became hallmarks, resulting in his image as an authentic challenger voice. Unilever brand associates for Ben&Jerry’s released a light relief after the political rallies of the differentiating campaigns. As did the beer brand Corona play on the infamous building the wall having a jab at Trump days before the election.
Involving politics into ad campaigns is a difficult business and often hard to execute well.Their reputation is crucial but it is difficult to find a balance between finding a new but also effective way of making a campaign that works when involved with politics.
To succeed at everything from creative and innovative marketing to recruiting to benefits of talent and diversity it is not a walk in the park. Understanding what worldwide brands do to see how they can outsmart others and create a culture that people can excel in and be proud to be able to work there is crucial when it comes to HR.
Many advertising and marketing companies are looking for talented, creative and active individuals. But with the increasingly competitive and dynamic strategies have they been able to understand the most human capital strategies to have top employability rates.
“The challenge for HR professionals today is living up to the high expectations that come with a seat at the table- expectations to drive business results through people and culture”- Bersin Harris
Not only is it about the companies’ strategy but also it’s attracting the right employees that suit the style
and ability of the job. Heineken released a internship as which advertises a fun and new way of attracting people.
“Heineken revolves around the personality of their employees and they want these personalities to thrice. That’s the main message that had to come across in a way that stands out from all other HR campaigns”- Wefilm Lennart Verstegen
Having interned with a media advertising company in the summer, specifically working alongside the HR team there is more than just a good CV. I think that Lennart Verstegen hits the nail on the head when it comes to advertising and media roles within companies. It is crucial to be able to attract the right people for a specific brief. In this case it is a complex and alternative drive in the advertising and marketing industry.
John Lewis are notorious for their Christmas TV ad which draws in a high number of customers. Every year, the agency Adam& Eve must meet up to the high expectations of the public obsessed eye.
After a long silence in 2007 they broke their silence by releasing a heartfelt, emotional story that John Lewis this Christmas would help people find the perfect present for the people they love. Craig Inglis who was newly appointed customer director became more aware of the brand’s advertising. Thus in 2009 they made their hit debut. This effort helped rise Christmas period sales increase of 12.7% on the previous year.
Further development in advertising John Lewis was recognised by Inglis’ promotion to director of marketing. The strategy paid off and with their more imaginative and pulling heartstrings made a success online with 1m mark online and sales went up 9.3%.
This years ad takes a more light hearted approach of Buster the Boxer. The campaign has explored further into its technical and digital ability with having filters on Snap chat and Twitter. The new ad has already hit 28.5 million hit in 24 hrs. The brand has been mentioned 230,000 times on twitter compared to 103,000 last year with the ‘man on the moon’.In addition to the success of the video itself they have also sold over 1,000 Buster the boxer soft toys which cost £15 each and includes 10% donation to the wildlife trusts the charity supported the campaign.