Issue 9 - Internationalist
Issue 9 - Internationalist Issue 9 - Internationalist
T H E P O L L S A R E O P E N F O R I N T E R N A T I O N A L I S T O F T H E Y E A R As we wind down for summer in the Northern Hemisphere, we are already thinking ahead for the three issues that come one right after another starting in September. In the last of the trio, we will debut our first annual inter national ist of the year section that will highlight and celebrate the people at major multinational marketers who are behind the year’s outstanding multinational campaigns. For that, we are seeking nominations from you, our readers. Send us your suggestions with a sentence or two about why you think your nominee should be selected. Include a contact person we can follow up with for additional information. No visuals are required (nor desired) for the nomination.That will come in a later round. Final choices will be made by the inter national ist editorial team, and the winning individuals will be profiled in the late fall issue. To achieve this designation, individuals should be breaking the mold with the multinational communications being created for their brands.The programs should be communicating in ways that stand out from the crowd and from the other entries in their categories. And they should be appearing multinationally in 2004. We know there is a lot of good work in the international marketplace. Help us celebrate the best with your nominations. Meanwhile, this current issue addresses key topics: the issue of the relationships between media and creative, the recovery in Japan, media audits, what’s happening in movie marketing, and more. If you have any comments about those and other stories, let us hear from you. inter national ist of the year NOMINATIONS DUE BY SEPTEMBER 1 E-MAIL YOUR NOMINATIONS TO EDITORIAL@INTER-NATIONAL-IST.COM deborah malone PUBLISHER nancy s. giges EDITOR
F R O N T L I N E S multi-platform agreements, online becoming mainstream Mattel is partnering with Nickelodeon in Latin America and India to reach kids in those regions with more than just traditional advertising. Multi-platform agreements include programming, online, and other initiatives as well as advertising. As part of the agreements, Nickelodeon will create an animated series of vignettes based on Mattel’s toy line My Scene, presenting the dolls in various adventures.The productions will not only Barbie be aired by Nickelodeon but will also be available from Mattel’s for Mattel to air via broadcast networks in the My Scene region as well as internationally. line. Meanwhile, Nike and MSN are teaming to launch a pan-European online football game, which players can play through MSN Messenger. Nike’s Olé 3-D game, available in 11 European markets and supported by advertising on MSN, MSN Hotmail and MSN Messenger, is based on the advanced multiplayer football game on www.nikefootball.com, which features some of the world’s top players. • With the International Advertising Association’s 39th World Congress set for Beijing, Sept. 7-10, China’s advertising industry can show off its stuff. The poster at right for BKK Electronics Corp. highlights the slim lines of the Ultra Thin DVD player, with the tagline “Handle with care,” suggesting that the thinner the machine, the sharper the edges. The ambient campaign demonstrates the smooth finish of Nippon Paint’s wood coatings (below right) in an unusual way. Dragons, usually seen coiled around the top of wooden pillars in gardens, palaces, and gateways across China, apparently couldn’t cling to the top of the pillars because the Nippon wood coating is so smooth. Both are by Leo up close & personal Burnett Guangzhou. • china acceptance of product placement varies widely Product placement is likely to work best in Mexico, Singapore, and Sweden and least likely in France and the Netherlands. That’s the conclusion of a survey commissioned by Mediaedge:cia in an effort to gain more insight into emerging communication vehicles. The survey took place among 11,300 adults in 20 countries. Over-all 29% agreed that product placement in films would encourage them to try a brand, but the range was wide, from 53% in Mexico to 8% in France. Globally, the figure rose by over 40% among 15-24 year-olds. When viewers were asked about actively ignoring brands advertised through product placement in films, over half (52%) stated they do and some (32%) further highlighted their rejection by saying they find it annoying. More than half (57%) objected to the “interference” in the film-making process, with many of the objections coming from Europe. On a positive note, almost one-third (32%) said they considered brands to be of quality when associated with a film. This figure increases to 41% among young adults 15–24. • % AGREEING THAT PRODUCT PLACEMENT WOULD ENCOURAGE THEM TO TRY A BRAND MEXICO SINGAPORE SWEDEN INDIA HONG KONG AUSTRALIA SPAIN CHINA CZECH REPUBLIC CANADA U.S. GERMANY GREAT BRITAIN POLAND ITALY NORWAY DENMARK FINLAND NETHERLANDS FRANCE 53 % 49 % 44 % 35 % 33 % 32 % 31 % 29 % 27 % 26 % 26 % 25 % 22 % 22 % 21 % 18 % 14 % 14 % 9 % 8 % Source: Mediaedge: cia 7
- Page 1 and 2: inter national ist RE-MARRIAGE: CRE
- Page 3: E D I T O R I A L A D V I S O R Y B
- Page 7 and 8: F R O N T L I N E S new internation
- Page 9 and 10: http://whatisthematrix.warnerbros.c
- Page 11 and 12: E N T E R T A I N M E N T M A R K E
- Page 13 and 14: B Y N A N C Y S . G I G E S The pas
- Page 15 and 16: C O V E R S T O R Y The campaigns,
- Page 17 and 18: laurie tucker Assuring that FedEx
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- Page 21 and 22: M E D I A A U D I T S picking up st
- Page 23 and 24: america’s image E S S A Y Why U.S
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T H E P O L L S A R E O P E N F O R<br />
I N T E R N A T I O N A L I S T O F T H E Y E A R<br />
As we wind down for summer in the Northern Hemisphere, we are already thinking ahead for the three issues that<br />
come one right after another starting in September. In the last of the trio, we will debut our first annual<br />
inter national ist of the year section that will highlight and celebrate the people at major multinational marketers<br />
who are behind the year’s outstanding multinational campaigns.<br />
For that, we are seeking nominations from you, our readers. Send us your suggestions with a sentence or two about<br />
why you think your nominee should be selected. Include a contact person we can follow up with for<br />
additional information. No visuals are required (nor desired) for the nomination.That will come in a later round. Final choices<br />
will be made by the inter national ist editorial team, and the winning individuals will be profiled in the late fall issue.<br />
To achieve this designation, individuals should be breaking the mold with the multinational communications<br />
being created for their brands.The programs should be communicating in ways that stand out from the crowd<br />
and from the other entries in their categories. And they should be appearing multinationally in 2004.<br />
We know there is a lot of good work in the international marketplace. Help us celebrate the best with your nominations.<br />
Meanwhile, this current issue addresses key topics: the issue of the relationships between<br />
media and creative, the recovery in Japan, media audits, what’s happening in movie marketing, and more.<br />
If you have any comments about those and other stories, let us hear from you.<br />
inter national ist of the year<br />
NOMINATIONS DUE BY SEPTEMBER 1<br />
E-MAIL YOUR NOMINATIONS TO EDITORIAL@INTER-NATIONAL-IST.COM<br />
deborah malone<br />
PUBLISHER<br />
nancy s. giges<br />
EDITOR
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