Jeff Greenfield, the political pundit from ABC, received hoots of derision from the ANA audience when he compared the branding of the president to the branding of cigarettes. Unlike the president, he said, cigarettes don't talk, "except in the emphysema wards." It wasn't a popular comment, considering ANA's stance on the protection of cigarette advertising on the grounds of free speech.
A little known fact about P&G:
Procter & Gamble Co. North American President Wolfgang Berndt said, "At the core, we are a technology company more than a marketing company."
The nation's largest advertiser, it turns out, has more scientists on its staff than the college faculties of Harvard, Berkeley and MIT combined.
So which is it?
After Compaq's Jim Garrity gave a thumbs-up to online advertising, his co-panelist on the topic of technology, Eastman Kodak's Senior VP-Chief Marketing Officer Carl Gustin, bemoaned the fact that although Kodak gets 50,000 hits a day on its Web site, he was at a loss "to find something to do with it." He said online marketing shouldn't be confused with "a branding device," and said instead it's a valuable tool for customer contact and support.
I'll take the center square:
In a session on fast-food branding, Wendy's International Corporate Marketing VP Don Calhoon revealed that "Hollywood Squares" had courted everyman spokesman Dave Thomas. But although tempted, Mr. Calhoon said Mr. Thomas declined, in part to preserve the integrity of the brand. The psychology of advertising:
The psychology of advertising:
David Charlton, VP-central marketing for British Airways, said it's been an uphill battle in trying to combat consumers' perceptions of the airline. First known as BOAC, he said the carrier's initials stood for "better on a camel," and in its later name incarnation, BA was jokingly referred to as "bloody awful." As to BA's latest campaign showing a passenger reclining in comfort, portrayed by his head resting on a woman's breast like a baby, Mr. Charlton said he's received some letters commenting on the Freudian implications "that we won't dwell on."
Global advertising's easy:
At least compared to the East Coast, said Bank of New York's Judy Francis in a session on global branding. "It was more difficult to carry our brand name across the river to New Jersey than around the world," she said.
Entertainment guru Martha Stewart confessed that her good friend Charlotte Beers, Ogilvy & Mather chairman, had a major impact on her success. "I didn't even know I was a brand until Charlotte pointed it out," she said. That notwithstanding, the tireless Martha declared that "it's hard being a living brand .*.*. with people pointing at you. I don't like that."
Martha, Take Two:
On the ANA podium, Ms. Stewart demonstrated just what she's made of. A glitch in the slides she was showing caused a delay as the projectionist scrambled to fix things. "Do you want me to come back there?" asked a frustrated Ms. Stewart. After which she offered some fix-it advice for him: "Stick a hairpin or the point of a knife in there." Her other helpful hints to rain-stranded conferees deprived of golf and tennis for the fourth straight day: Take a bath, read a book and get some sleep.
A glowing recommendation:
Supportive attendees at the ANA First Annual CASIE Awards for interactive marketing waved light wands they removed from centerpieces to congratulate the winners. Top honors went to McDonald's Corp. and P&G's Cover Girl cosmetics. Big Mac captured the award for its site development by Leo Burnett Co.'s Giant Step Productions in Chicago. The Cover Girl Web site, voted Best Web Site, was created by Grey Advertising and Grey Interactive, New York. Three runners-up were also selected from a pool of 16 finalists with the runner-up award for the best interactive campaign going to AT&T Corp.; Modem Media, Westport, Conn., was the agency. In the best Web site category, Coors Brewing's Zima was second runner-up, handled by Modem Media, and first runner-up was IBM for its Kasparov vs. Deep Blue Web site featuring the ACM Chess Challenge. Ogilvy & Mather, New York, was the agency for IBM, while the Web site was developed by K2 Design, New York.