Grey Advertising created E*Trade's talking baby campaign. I was with a senior creative director and senior media person at lunch today and all of us liked the work. We discussed it. People talked about it. We discussed that it was some of the best work and it was sophisticated for a brokerage house.
There are many ways to make the telephone ring or making the online world buzz. And this worked. Big Time.
For four years, Zeta Interactive, an interactive marketing agency, has released a report of which ad campaigns generated the most buzz online, by using a technology service that monitors what consumers are saying about. They give ads scores reflecting the volume, or the total number of posts. They analyze 200+ million online posts.
This year, of the top ten Super Bowl ads at the top of the list was an ad for E*Trade Financial called “Enzo the Tailor,” which featured a baby, a custom-made suit, a tailor who could retire in Tuscany, Italy. The spot was made by Grey New York, part of the Grey Group unit of WPP, who also do the great work of Directv.
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I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
- People (Segmentation and Targeting)
- Place (Distribution)
- Partners (I define "Partners," as Strategic Alliances:
- Marketers can’t create customer value and build customer relationships by themselves. They work closely with other company departments (inside partners) and often with partners and alliances outside the firm.
- Changes are occurring in how marketers connect with their suppliers, channel partners and others. A joint partnership; the joint relationships, partnerships and strategic alliances. The relationship existing between two parties; a relationship resembling a legal partnership and usually involving close cooperation between parties having specific and joint rights and responsibilities as a common enterprise. Usually plural or “Partners,” not Partner.)
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