You are welcome to share your thoughts on this article written by Roger Burgess, Director of Insight at BergHind Joseph, London
research
The story of close relationship between brands and cinematography started nearly at the same time as the cinema itself was born—in the beginning of the movie era, the big companies promoted their products though short clips which were screened before movies. Now it’s not that easy to tell for sure for which product the pioneer ad was created, but according to a range of sources (IMDB is one of them), the first filmed advertising for a today’s global brand was shot for Dewar’s Scotch Whisky (1897). Today, connections between filmmaking industry and brands go beyond this simple presence and include a lot of examples such as much discussed product placement, festival sponsorship and opening cinema clubs, cinema-related advertising campaigns, collaboration with filmmakers on commercials, and creating movies under brands’ supervision.
Marketers are finding an increasingly attractive consumer segment in Generation Z, those born between the years 1991 and 2002. In its new strategy briefing, ‘Make Way for Generation Z: Marketing to Today’s Teens and Tweens’ Euromonitor International examines the marketing potential for this group of brand-conscious, tech-savvy, old before their years and highly individualistic wave of consumers. Aimed at strategists and planners, the briefing draws on Euromonitor International’s vast information resources to give a complete picture of the world’s largest demographic grouping, accounting for about to 21% of the global population in 2009.
Euromonitor International released the look at the top 10 consumer trends for 2011. The 2011 consumer is branching out: mobile and online, making time for self-care to stay ahead and well. Consumers are reaching out to higher-end products, greener consumption if the price is right and experience-based consumption while considering purchases more. Brands need to tap into the on and offline cultural zeitgeist to best connect with their existing and potential customers.