Brand Protection and Management for Advertisers

A topical Question

A topical Question

A topical Question

Accenture

Gillette

Golf Digest

EA Sports

at&t

Tag Heuer

Gatorade

Netjets

If you were Accenture...

Would you have dropped Tiger?

My Chairman puts it rather well...

“Surely Tiger's decision to outsource sexual services to a range of competing providers is in line with Management Consultancy's established best practice?

Previously he had been tied to a monopoly Scandinavian supplier - with the cripplingly high social costs this usually entails.  Moreover, given his wife's age, it is possible that she was on the brink of becoming a depreciating asset who needed to be moved off the balance sheet as soon as possible.

Admittedly he could have off-shored more - to girls from low-wage economies. But the arrangement where he could have anything from nil to three girls on call at any one time allows for better load-balancing, enabling him to handle the peaks and troughs of demand better than under the previous inflexible arrangement. By sourcing girls locally, he was also reducing distribution costs and helping the environment...... while allowing him to adopt a best-of-breed approach to sexual delivery, rather than depending on a single source.”

Source: Rory Sutherland – Chairman Ogilvy Group UK

I’m not suggesting for one minute that Affiliate marketing is like Mr Woods sexual proclivity...

But it is worth asking some questions...

What was Accenture trying to achieve?

Were they right?

What would you have done?

Are they right to protect their brand in this way?

Here’s a thought

OK, let me put it another way

-30%

Here’s a thought

Not technically a device

TV commercial costs 50c

per household, per year

Is it of lesser value?

Here’s a thought

How do we regard solutions that are beyond

our expectations or outside our experience ?

Why do we regard those solutions as lesser

value?

Are they of lesser value?

Just because we don’t understand it doesn’t mean it’s wrong

But then...

What’s that got to do with anything?

Distinguishing the good, the bad and the ugly

The opportunist

A quick ad word campaign

during the hours of

darkness

It’s naughty, not nasty

A thin line - Spyware

Deliberate theft of traffic

Malice

Shrouded as something

else

Not what you think

Pretending to drive traffic

one way...

Not being completely open

about all traffic sources

Trust

Trust

What have Nine Inch Nails got to do with it?

• NIN distributed content from The Limitless Potential album for fans to remix

• Remixes uploaded to NIN site

• Tracks were free to download

Affiliate launch

Clients need to trust their agency, network and

affiliate partners

Dubious activity will damage vulnerable new

programmes

Ask the network, agency or client direct

Explain methods and implications

Give examples of how it works and with whom

BUILD TRUST

A graph

A topical Question

Proper planning prevents poor performance

Further questions and comments