Tipping points

When it was silo-driven, the marketing world was a simpler, if less effective, place. Above-the-line agencies created brand campaigns using print and television, and below-the-line shops used direct mail and on-pack competitions. And then, imperceptibly, integration happened and everybody began to c...

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Bibliographic Details
Published inPromotions & Incentives p. 15
Main Authors Mistry, Bhavna, Quilter, James
Format Trade Publication Article
LanguageEnglish
Published London Haymarket Business Publications Ltd 01.01.2009
Subjects
Advertising agencies
Environmental conditions
Marketing
Sales promotions
Social responsibility
Suppliers
United Kingdom > UK
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Summary:When it was silo-driven, the marketing world was a simpler, if less effective, place. Above-the-line agencies created brand campaigns using print and television, and below-the-line shops used direct mail and on-pack competitions. And then, imperceptibly, integration happened and everybody began to claim that they could do everything. The growing use of digital has shifted the discipline away from niche agencies. Now everyone, from ad shop JWT to SP specialist Wax, has their own digital division. From an SP perspective, this has led to many promotional campaigns working through a number of media platforms. A good example is Pot Noodle's spinning-fork. The promotion was on-pack, the redemption online and on mobile, and the support on television.
ISSN:0266-7991