CMD Selection is a new fortnightly feature where we focus on a particularly topical theme, drawing out the best examples of media creativity.
 

CMD Selection: Cream of CMD

CMD is preparing for a complete transformation. Having spent four years building a fantastic repository of case studies, it is time to evolve. We have invested heavily in a next-generation online service, Cream, which will replace CMD at the end of this month.

As CMD prepares to undergo a radical transformation, we look back at the database to find the best examples of media innovation, branding bravery, non-traditional employment of “traditional” media and how creativity can deliver great ROI. 

 

 

CMD Selection: Kids

Children have long been a desirable target for advertisers – reaching them at an early age helps build brand loyalty that will last for life. From the age of around three, children can identify brand logos, and basic forms of brand loyalty can start as early as two.


 

 

 

CMD Selection: Sports Marketing

Sports can unify people from all demographics with intense passion, which explains why brands are falling over themselves to be associated with it. But sponsorships are extremely expensive and we have seen brands pulling out of these costly partnerships given the pressures of the economic climate.

 

 

 

 

CMD Selection: Cream of The Festival

The Festival of Media is the world’s first global festival of media creativity and innovation. It has become a must-attend two day conference offering networking opportunities at a conference and exhibition designed to showcase the best creative media thinking and explore emerging media opportunities.

 

 

 

CMD Selection: Branded Content

The industry has long been saying that “content is king” but it is still only a small part of what agencies and media owners do.

Branded content is made up of ideas that bring entertainment value to brands and that integrate brands into entertainment. This could be in the form of a TV programme, community events, film or video – any content, provided it links important passions to brands with a strategic reason.

 

 

 

CMD Selection: Alcoholic Drinks

 In 1959, when Guinness was 200 years old, it launched its first ad campaign in Ireland. Fifty years on, and in the midst of the truly iconic brand’s 250^th anniversary celebrations (which span three weeks either side of St Patrick’s day), CMD takes a look back at some of its best work, along with the work of other alcohol brands.

Given current economic conditions, alcoholic drinks face a tough time, with on trade (or pub sales) in decline as consumers stay in. Meanwhile off-trade is driven down by huge supermarket groups.

 

CMD Selection: Changing Models

 There is so much talk about new platforms in the digital arena, with the likes of Twitter, Facebook and the iPhone stealing the limelight that it is easy to overlook some of the innovation that is happening amongst the traditional media owners. 
CMDglobal.com looks at the best examples of how print, TV and Out of Home campaigns can be anything but traditional.  This topic will be extensively covered at the Festival of Media in Valencia during the “Analogue Dollars & Digital Pounds” session on Day 1 (20^th April)

 

 

CMD Selection : Mobile 

Whether it’s watching TV, listening to the radio, responding to print ads or interacting with out of home, the mobile device is the glue that can bind all of your communication platforms.

People are more likely to forget their wallet than they are to forget their mobile phone, but they are also ultra-sensitive to receiving unwarranted advertising on such a personal medium.

  

CMD Selection: Travel

With InterContinental Hotel Group pitching, consumers stalling on making purchase decisions on family holidays or vacationing locally, and businesses putting a hold on unnecessary flight and hotel expenses, the Travel & Tourism sector has been at the forefront of the industry’s thoughts.

 

 CMD Selection: USA

With the world's attention focusing on such mega-events as the election of Barack Obama and the annual Super Bowl , the US is a hotbed of creativity, with brands scrambling to ensure that they engage with some of the already-enthralled audience.

 

During an economic downturn, brands need to think creatively about reaching consumers in the most cost effective and opportunistic ways. CMDglobal.com has sourced few of the best recession-busting case studies.