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Accretive Solutions is a nationwide consulting and executive search firm that specializes in accounting and finance, enterprise governance and technology. We have made a name for ourselves by deliveri
Jobster.com: Latest jobs matching: consulting October 21st, 2007
Consultant Analyst PA Consulting Group is a leading management, systems and technology consulting firm. Operating worldwide in more than 35 countries, PA draws on the knowledge and experience of 3,500
Jobster.com: Latest jobs matching: consulting October 21st, 2007
ABS Consulting AN ABS GROUP COMPANY PROCESS SAFETY CONSULTANT ABS Consulting, a world leading in Process Safety Management consulting, is continuing to expand in the ..
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Consultant Analyst PA Consulting Group is a leading management, systems and technology consulting firm. Operating worldwide in more than 35 countries, PA draws on the knowledge and experience of 3,500
Jobster.com: Latest jobs matching: consulting October 20th, 2007
MarketSphere Consulting is a premier “market focused” business consulting firm with world-class, industry-leading consultants. We bring top quality consulting talent to local companies with an uncompr
richard@tompeters.co.uk October 19th, 2007
What does a drumming gorilla have to do with chocolate? Well, the UK’s mega-chocolate business with the salmonella-blemished brand, Cadbury, have certainly made a connection, given the iconic status of their current TV advert, in the UK at least. If you haven’t seen the advert yet, Cadbury have posted it on the web after a million-plus hits on the various versions posted on YouTube.
At a seminar we presented this week, our client’s marketing director asked his audience of twenty or so business-to-business bankers the above question at the start of his presentation on their brand. After several brave attempts from his audience, the presenter explained the answer he had got from Cadbury’s advertising agency when he asked them how they had sold the drumming gorilla approach to Cadbury at their first pitch.
Their first point was that TV viewers these days won’t and don’t accept their viewing being interrupted by ads. They either don’t watch them, or, worse, switch channels. So, to have any impact, the advert itself had to be entertaining. Secondly, this advert was focused on restoring the Cadbury brand reputation, not their chocolate. It shows a gorilla taking great pleasure from playing the drums, Phil Collins-style. Having got the audience’s interest, and a full eighty or so seconds into the ad, they get to the tag line about the joy of eating Cadbury’s chocolate.
This may be ho-hum stuff for many of the aficionados of this blog, but the advert (and the explanation thereof) certainly grabbed the attention of that seminar audience. It helped them think afresh about how their work brought their bank’s brand to life in their dealings with staff and clients.
Has the approach worked? Well, it got my attention when I first saw it, and I bet I know what the last advert on Saturday night will be just before the whole English population watches the Rugby World Cup final—come on, England!
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Jobster.com: Latest jobs matching: consulting October 19th, 2007
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