Posted in November 2011 …

Nov 18 2011
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Marketing

Uniqlo takes on New York

Uniqlo Steps

I did say every step..

In today’s age of online marketing and social media, is there still room for traditional marketing? While it is true that a post from someone you know, a forwarded email from a relative, or an SMS may get more of your attention, there are cases when traditional marketing can trump all? When you live in one of the busiest cities in the world, it is possible.

To drum up interest for the opening of their flagship store at 5th Avenue, Uniqlo made themselves present in New York’s public transportation system. This included walls, turnstiles, waiting sheds, trash cans (yes!), and included in their ads considerable price drops on their Heattech warmers, as well as an irresistible $9.99 deal on a particular style of Uniqlo jeans.

Uniqlo didn’t stop at just that either. They supplemented their marketing with “brand ambassadors” to identify with their consumer. After all, New York is about diversity.

NEW YORK, September 6, 2011 UNIQLO is proud to announce the cast starring in the brand’s marketing campaign that is launching today throughout the metropolitan area. The cast members include celebrities, professional athletes and community heroes that UNIQLO believes exemplify the Made For All philosophy in their own daily lives. Made For All is the UNIQLO brand philosophy that encapsulates the company’s vision of providing basic clothing that is made for all people regardless of age, gender, race or any other category. The UNIQLO cast is an important part of the marketing campaign currently in progress and building excitement for the opening of the two new global flagship locations that will be the two largest for the brand in the world. Link

See what I mean after the cut.

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Nov 12 2011
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Marketing

Unsaid Truths about the Advertising Industry

Neon Billboards

How do I get your attention?

As I was pondering what to write about this week, I realized that the Philippine Advertising Ad Congress may already be in its final stages. Hence, I am using this medium to show how much I respect the people who work the longest hours — the account managers. I used to work with them everyday, and credit should be given where credit is due.

For one, they own the unenviable task of trying to convince advertisers that that their medium is the best vehicle to hitting the right demographic. Not only do they have to deal with demanding clients, they have to compete with others who are willing to go as far as they are just to “close the deal”. I actually know someone who had to pick up his client’s kids from school just to get on the latter’s good side. You get the point.

Secondly, and in my experience, the industry also has a huge dependency on personal relationships. How can you vie for advertising spend if your competitor has a direct line to a media buyer’s personal cellphone number? You can have all the connections you want, but the truth of the matter is, someone who is related to a former colleague’s sister’s husband will always have the inside track. You can also see yourself as the most likeable person in the world, but that decision is not entirely up to you.

Lastly, anyone who has made the commitment to be a part of the advertising industry has one way or another given up a huge chunk of his/her personal life. Whether it’s that dinner you missed because of a pending approval, or going through that 12-hour day because of a rush project, all the back and forth on the road, the pressure of an advertising career will beat you down.

Truth of the matter is, the advertising industry can also be unpredictable. What I mentioned above may even have no bearing at all. I have been in New York for almost a month now, and my move made me realize that while there are many similarities, there are generalizations and unsaid truths that can be said about the advertising industry in the Philippines.

Let’s go on ahead and talk about a few “Advertiser Tiers”.

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