Comments on pauldervan: random thoughts on marketing: Do premium brands need expensive ads?

thanks guys for all the comments. In the past, lot...

2008-07-22T22:38:00.000+01:00

thanks guys for all the comments. In the past, lots of agencies made their cash from production. If this is all changing, i guess there is the question around how agencies find a way to get paid properly for the real value they create - for their ideas, strategy and creative?

It's a very good question. In my opinion no brand ...

2008-07-22T12:20:00.000+01:00

It's a very good question. In my opinion no brand needs ads that are expensive to execute. Some brands, like you mentioned cars, fashion etc, need ads that look lavish.

However what premium brands always need is ads that engage. A good agency can be as creative with £50 as it can be with £500,000.

The emphasis should never be on budget. It should always be on the understanding that customers/clients are no idiots or robots. As advertisers we need to remember we are people talking to people.

Rayban's youtube viral and Scion's out of reach are examples of great ideas executed with and without cash injections.

Do premium brands need expensive ads? - no. they need good creatives.

I agree about Hunky Dory doing pretty well lately,...

2008-07-12T23:12:00.000+01:00

I agree about Hunky Dory doing pretty well lately, however they own Tayto and King far as I know

true. And in fairness, I don't think Redbull do an...

2008-07-12T18:45:00.000+01:00

true. And in fairness, I don't think Redbull do any mainstream advertising in a new market until they are established though distribution - clubs, stores etc.

Cant help thinking about Hunky Dory's in Ireland, ...

2008-07-10T17:24:00.000+01:00

Cant help thinking about Hunky Dory's in Ireland, they went up against the big boys in the crisp world and for their first 5 years (may have the timing wrong, but it was a good long while) did no advertising at all, and were able to compete.

I loved the latest Dorito's campaign to get people...

2008-07-10T10:21:00.000+01:00

I loved the latest Dorito's campaign to get people to submit their own 30 second ad. I think the winner got a big cash prize. I also checked out the runners up in the competition and the quality was really great.
Their youtube page has loads of videos with hundreds of thousands of videos viewed and a tie in with Canon. All good.