“Marketers Turn Against TV Tactics”
In the August 3, 2009 issue of The Australian, Booz & Company Partner Simon Gillies (Australia) said television advertising alone has become an increasingly ineffective way to push their brands. His comments were in support of a global survey by Booz & Company and Naked Communications in which respondents said flashy TV campaigns, slogans, and the over-reliance of celebrities were marketing strategies that no longer worked, given the fragmentation of media consumption and the rise of new media. About 80 marketers from Australia, the U.S., Asia, and Europe were surveyed for the study, “What Marketers Want,” from companies including Unilever, Kellogg, Coca-Cola, Microsoft, Sony, Hilton Hotels, and Kookai. Gillies said that marketers felt constrained by three main factors—a failure to generate breakthrough ideas, a lack of accountability in terms of knowing what will work, and speed-to-market considerations. “The challenge is to come up with something new (instead of) falling back on what you traditionally do,” added Gillies.