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  • Share 'Reach A Younger Audience | Marketing To Millennials' - UK Marketing Network
    Generally defined as those aged 18 34 in 2015 this generation has some seriously unique attributes They ve grown up with the internet they re the most data saturated generation in the history of all human existence Millennials are the generation that live online that Google or Bing whenever they have a qu You can share this blog post in two ways Share this link Send it with your computer

    Original URL path: http://www.ukmarketingnetwork.co.uk/main/sharing/share?id=3115476%253ABlogPost%253A173268 (2016-02-14)
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  • Share 'Kate Robinson's Page' - UK Marketing Network
    s Page Kate Robinson Female United Kingdom You can share this profile in two ways Share this link Send it with your computer s email program Email this 2016 Edge Global Media Group Created by Mark lennox Powered by Badges

    Original URL path: http://www.ukmarketingnetwork.co.uk/main/sharing/share?id=3115476%253AUser%253A169063 (2016-02-14)
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  • Kate Robinson's Blog - UK Marketing Network
    reach we ve seen a growth in international campaigns bringing with it and increasing need for brand control consistency and visibility At the same time international campaigns mean accommodating wide diversity whether regulatory cultural or linguistic And With the dominance of digital comic or offensive slip ups now Continue Added by Kate Robinson on September 10 2015 at 11 00 No Comments Making the most of your global assets How can you optimise your global assets to deliver a consistent global brand experience Under the traditional model each local marketing team worked with local creative and production partners to create brand assets for local use As well as risking brand dilution and inconsistency between markets this fragmented approach involved a hugely inefficient duplication of resource and marketing spend For example a TV commercial TVC created for one market couldn t be or simply Continue Added by Kate Robinson on August 24 2015 at 10 30 No Comments Risky business of language translations The Hull branch of the Krispy Kreme doughnut chain had to issue a hurried apology earlier this year after they posted a Facebook ad for KKK Wednesdays An unfortunate but unwitting acronym for a half term Krispy Kreme Klub promotion And this was a local promotion written in the home Continue Added by Kate Robinson on August 19 2015 at 10 30 No Comments RSS Latest Blog Posts Why brand equity s at risk from advertising faux pas Classic advertising blunders Making the most of your global assets Risky business of language translations Most Popular Blog Posts Classic advertising blunders Why brand equity s at risk from advertising faux pas Risky business of language translations Making the most of your global assets Monthly Archives 2015 December 1 September 1 August 2 Welcome to UK Marketing Network Sign Up

    Original URL path: http://www.ukmarketingnetwork.co.uk/profiles/blog/list?user=3gyuq3nulvtvg (2016-02-14)
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  • Kate Robinson's Apps - UK Marketing Network
    Sign In Or sign in with Top Content Edit 1 Introduce yourself 2 Excellent role for a Senior Marketing Manager in South East England UK 3 Come join ClearScore team as a Digital Marketing Manager SEO Specialist in London UK 4 Excellent role for a Business Development Manager in West Yorkshire UK 5 Come join Groupe SEB team as a Product Manager in Windsor UK RSS View All Follow Us

    Original URL path: http://www.ukmarketingnetwork.co.uk/profiles/profile/apps?screenName=3gyuq3nulvtvg (2016-02-14)
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  • Kate Robinson's Page - UK Marketing Network
    or Client side Agency side Industry Advertising PR Agency Media Publishing Marketing Disciplines Advertising amp Sponsorship Brand Digital Online Marketing Marketing mixed Career Level Director Current or Most Recent Job Title Director of Transcreation and Insight Work Status Employed Current or Last Company Wordbank Town City or County within the UK London Kate Robinson s Blog Why brand equity s at risk from advertising faux pas With an increase in the roll out of international campaigns the risk of causing unintended offense somewhere in the world has never been greater A brand can still get things wrong in terms of product names creative copy and design and with the rise of social platforms and content sharing it now means material intended for one country or region has more chance of being seen elsewhere and being Continue Posted on December 8 2015 at 11 47 Classic advertising blunders In a global campaign a brand can still get things badly wrong in terms of product names creative copy and design Due to the increase in brands international reach we ve seen a growth in international campaigns bringing with it and increasing need for brand control consistency and visibility At the same time international campaigns mean accommodating wide diversity whether regulatory cultural or linguistic And With the dominance of digital comic or offensive slip ups now Continue Posted on September 10 2015 at 11 00 Making the most of your global assets How can you optimise your global assets to deliver a consistent global brand experience Under the traditional model each local marketing team worked with local creative and production partners to create brand assets for local use As well as risking brand dilution and inconsistency between markets this fragmented approach involved a hugely inefficient duplication of resource and marketing spend For example

    Original URL path: http://www.ukmarketingnetwork.co.uk/profile/KateRobinson987?xg_source=activity (2016-02-14)
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  • Making the most of your global assets - UK Marketing Network
    national humiliation it was here that Japanese imperial troops launched their 1937 full scale invasion The ads already published had to be pulled in China Overall the launch in China a very valuable market proved both expensive and damaging Devising a single Master asset that will safely navigate all your markets advertising regulations can be especially challenging in some sectors such as automotive What may pass as excitingly edgy in one market will fail TV clearance in another for depicting reckless driving There are tight restrictions in some markets on what can and cannot be kept in English Elsewhere full frontal nudity is a no go no matter if this baby is two minutes old In France you can t show someone using a laptop mobile or any other technology near food or drink That s right no hipsters hot desking in cafés And don t even think about showing children jumping off rocks into the sea Local market advertising regulations are not only varied and complex it can also be hard work to get hold of them and then decipher them in English In China your TVC will have to pass each station s internal clearance process before it can air However to get advice in advance is very likely to require a confirmed booking not something you re going to have during creative development In addition take something like audio levels The standard in Germany is not the same as the standard in Italy And in Denmark and Hungary audio levels can vary between individual TV stations What you definitely don t want to be doing is trying to resolve complex creative cross cultural linguistic and clearance challenges in the last few days before your go live date that will bring inevitable delays and additional costs that will bring So what s the solution The ideal scenario is a campaign concept and creative that will be optimal for global adaptation More realistically to do the necessary research to enable you to anticipate the challenges of global adaptation and roll out so that you can align in advance on how best to address them Local market insight during strategic development Know your markets your target audience and their cultural sensitivities and the local advertising regulations you ll need to navigate Cross cultural checks during creative development Find out how your campaign concept is likely to be received by your local audience Will it be received as you intend it Will it resonate and will it stand out Check in advance if your copy line will work in other languages and cultures Check casting styling locations settings and props And make sure your assets are optimised with a view to the technical aspects of localisation 3 Super shoots and CGI the best of both worlds While a super shoot requires additional upfront research and logistical management the benefits are multiple Enhanced efficiency cost effectiveness global brand consistency and creative which is relevant and resonant in all your markets A super

    Original URL path: http://www.ukmarketingnetwork.co.uk/profiles/blogs/making-the-most-of-your-global-assets (2016-02-14)
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  • Classic advertising blunders - UK Marketing Network
    result including whiskey liqueur Irish Mist and Clairol s Mist Stick curling iron Rolls Royce s Silver Mist model was swiftly and wisely renamed Silver Shadow pre empting another case of the mist hitting the fan Locum Source Swedish company Locum like most companies sent their clients Christmas cards One year they decided to brighten up their logo by replacing the o with a heart Fair enough but with unforeseen results since Scandinavians tend to have a very good command of English The subsequent body copy message about sparing trees was lost in the aftermath as one blogger noted at the time So far nobody has read it A quick linguistic check could have flagged the unintended meaning A bummer for Sharwoods Source Having launched its new range of Bundh sauces spending around 6 million on a TV campaign to do so Sharwoods were then informed to their dismay that bundh in fact means arse in Punjabi Clearly not a great culinary association It s worth checking for unintended meanings in languages spoken by ethnic minorities in your home market too especially if they re part of your target audience Fresca in Mexico Source The launch in Mexico of soft drink Fresca caused a bit of a stir given the product name is local slang for lesbian Too late to save the situation once your product is out there on the shelf Grin and bear it perhaps and check ahead next time Logo disasters Logos have equal potential to cause unintended offence Amidst the heady times of the run up to the 2012 Olympics the London 2012 logo faced fierce and prolonged criticism Iran suggested it spelt out the word Zion and threatened to boycott the games Others likened it to anything from a swastika to a sexual act by

    Original URL path: http://www.ukmarketingnetwork.co.uk/profiles/blogs/classic-advertising-blunders (2016-02-14)
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  • Risky business of language translations - UK Marketing Network
    the languages of the global markets where it will appear Apart from avoiding the potential for offence you might also escape having a name which has locals bent double with laughter 2 Transcreation feasibility During creative development multiple copy options will be explored until every last nuance has been polished to perfection The result An unforgettable headline with an ingenious play on the brand name A headline that uses idiom in a witty tie in with the visuals Bodycopy that leverages layers of meaning and results in layers of resonance A tagline which is distinctive ownable and ultra concise It works perfectly In English But are you going to use English across all your global markets Unlikely for many reasons Amongst them advertising regulations in what may be key markets With a global campaign the creative team need to bear in mind the challenges of future adaptation In the languages of your global markets how close will you be able to get to what the English line achieves Can you deliver your creative intent without losing the finer nuances What about the layered meaning The embedded idiom that ties in with your key visual Can these be recreated in a way that reads fluently and naturally without sacrificing brevity or impact A transcreation feasibility check will flag these challenges and potential solutions ahead of time 3 Relevance resonance and cultural sensitivity Months and months of market research strategic planning creativity trial and error and sheer work go into the development of an ad campaign And then it all falls into place Brand strategy and campaign objectives delivered in finely calibrated creative But just a moment is your creative relevant to the lifestyles values and motivations of your consumers in Brazil and Bulgaria From China to Chile Qatar to Quebec Will

    Original URL path: http://www.ukmarketingnetwork.co.uk/profiles/blogs/risky-business-of-language-translations (2016-02-14)
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