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Cultural Insights

Textappeal Shares Cultural Insights at NYT Luxury Summit

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Alongside Aston Martin, Bang & Olufsen, Georg Jensen, and Goldman Sachs, Textappeal has been asked to hold a talk at the international New York Times Luxury Summit. The event takes place May 19th the Four Seasons Hotel in London.

Textappeal will highlight “The do’s and don’ts of culture, reputation and collaboration”. In company of C-suite executives from around the world, we will address the challenges facing global brands to manage their reputation in a digitalised world.  Check the agenda on the Luxury Law Summit’s website.

To find out how Textappeal can help you manage your global brand reputation, contact us on info@textappeal.com 

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Ad Professionals Do Good in Cannes

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We believe global advertising has the power not only to drive a brand’s results, but also to do some good. That’s why for the 6th consecutive year the Textappeal team is proud to support ACT Responsible at the Cannes Lions International Festival of Creativity.

On Wednesday 18th June at the Palais des Festivals in Cannes, ACT Responsible will launch its annual exhibition of the best creative work for sustainable causes. It’s an amazing, inspiring and sometimes shocking experience! Come and visit Hall Riviera – beachside entrance.

All the translations of creative work were provided by Textappeal.

* ACT Responsible is a Swiss-based not-for-profit organisation created in 2001. ACT stands for Advertising Community Together. Their mission is to federate the international advertising communications industry around social responsibility and sustainable development and share good practices. Contact ACT Responsible

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The death of choice for global brand owners

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An Elephant in the Room

Could it be that even Sir Martin Sorrell was a little shocked by the deca-billion consolidation of the ad industry? As Adage reported, August 27th at WPP’s half-year earnings conference he displayed a chart that naughtily painted the result of the future Publicis-Omnicom Group in a “sludgy brown colour” (his words).

He explained this is what you get when you mix the purple and orange corporate tints of the new Franco-American couple. He name-called it “POG”, and wished Maurice and John’s marriage trouble with regulatory approval.

Like a Che Guevara battling murky monopolies, comrade Sorrell defended the so-called collaborative “agency team” unite dogma for all. An anomaly designed years ago to help HSBC bank bring global order to the marketing of a disparate multi-local financial services group built by acquisition, now generalised into a single client-catch-all. Like a Richard Branson rebelliously standing up for customer rights and delights, he astonishingly dismissed scale in global creative services as a bad thing!

WPP is nothing if not a consolidated top-down empire. The performance was a smart, funny, cynical piece of propaganda to differentiate what in effect are monopolies jointly cornering over 70% of world client spend.

Jaded perhaps but not blind (clients have gone through their own ruthless series of consolidation and restructuring), the industry knows the next round, if it happens, could push the needle into the 90s.

The elephant in the room Mr. Sorrell deliberately ignored is the only one of real significance to brand owners and that is ‘the death of choice’. (more…)

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TEXTAPPEAL SUPPORTS ACT RESPONSIBLE IN CANNES

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act responsible cannes

We believe global advertising has the power not only to drive a brand’s results, but also to do some good. That’s why for the 5th consecutive year the Textappeal team is proud to support ACT Responsible at the Cannes Lions International Festival of Creativity.

On Tuesday 18th at the Palais des Festivals in Cannes, ACT Responsible will launch its annual exhibition of the best creative work for sustainable causes. It’s an amazing, inspiring and sometimes shocking experience! Come and visit Hall Riviera.

All the translations of creative work were provided by Textappeal pro bono, and we are delighted to be taking part in ACT’s Pure Picnic event on Thursday 20th July. If you’re around, contact us and we’ll send you an invite!

* ACT Responsible is a Swiss-based not-for-profit organisation created in 2001. ACT stands for Advertising Community Together. Their mission is to federate the international advertising communications industry around social responsibility and sustainable development and share good practices. Contact ACT Responsible

 

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CANNES LIONS 2013. LET’S TALK INTERNATIONAL MARKETING CHALLENGES

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cannes lions festival 2013

 

Consumers shape the marketing agenda, NOT brands. Global brands now follow where local consumers lead.

 

That’s why real time local insight is more important than ever to fuel global thinking.

With Textappeal, what used to take weeks took days.

What used to cost thousands cost hundreds.

What used to be subjective and complex is objective and simple.

 

Meet us in 3.14 hotel just off La Croisette. Let’s talk about your international marketing challenges.

Email us for a chat. 

 

 

 

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