New Directions for Media Money

inside issue Batchelor Orange’s Of Views The Guides Pragmatism oWomen To Meaningful Or Relevant Aren’t Ads Linda Wolf: DIRECTIONS www.inter-national-ist.com MONEY MEDIA NEW FOR

FOR ADVERTISING, MARKETING + MED IA PROFESSIONALS early spring 2005 interinter inter inter inter national ist the early sring issue nanatiioonalnal national national istist ist ist inter national ist Cover Story inter national ist NEW DIRECTIONS FOR MEDIA MONEY

inter Profile inter inter The challenge Orange telecom’s ALEX BATCHELOR faces: nationcommunicatingal to 52 million customersna int 12i diverseon marketsal national

ist Com mentary ist ist www.inter-national-ist.com Leo Burnett’s LINDA WOLF says consumers are tuning out ads that don’t present women in realistic and believable ways FEATURES

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Findings/34 Europe’s most trusted brands

What’s in My Travel Bag? /36 inAt new featureer Career Track /41 inter People and Places/42

Antarctica /46 naDEPARTMENTS A Hub Culturet extraional You Cannes Believe It /48 national STAFF

deborah malone PUBLISHER 1.917.816.6416 deborah.malone @dm-ny-global.com nancy s. giges EDITOR 1.914.683.5108 [email protected] isaprilt garston CREATIVE DIRECTOR [email protected] kathleen barnes, louis haugh, david kilburn CONTRIBUTINGi sWRITERS t joan ranieri-certain DESIGN CONSULTANT christine yun gardiner MARKETING,CIRCULATION,RESEARCH [email protected]

michael rhodes WEBMASTER michael@ michaelrhodes.info D M • NY GLOBAL corporate office 1.212.371.7026 inter national ist is publishedDM•NY by DMNY Global. ©2005 DMNY Global. GLOBAL Excerpts may be quoted with proper attribution to inter national ist. inter national is a publication for and by international advertising, marketing, and media professionals. Printed by Wolf ColorPrint, Newington, Conn. Audited by BPA International.

DM•NY GLOBAL DM•NY GLOBAL EDITORIAL ADVISORY BOARD

carolyn carter PRESIDENT, GREY GLOBAL GROUP, EUROPE, MIDDLE EAST & AFRICA

janet fitzpatrick MEDIA CONSULTANT

werner geissler GROUP PRESIDENT, PROCTER & GAMBLE, CENTRAL & EASTERN EUROPE, MIDDLE EAST & AFRICA

graeme hutton SENIOR VICE PRESIDENT-STRATEGIC RESOURCES, ZENITHOPTIMEDIA

michael lee PRESIDENT, LEE & STEEL INC. AND PRESIDENT, INTERNATIONAL ADVERTISING ASSOCIATION

andrew mc lean CHIEF CLIENT OFFICER—WORLDWIDE, MEDIAEDGE:CIA

grace palacios PRESIDENT & CEO, CHARNEY/PALACIOS-PUBLICITAS LATIN AMERICA

andrew sibley ADVERTISING MANAGER EMEA, CISCO SYSTEMS

anne c. toulouse VICE PRESIDENT, BRAND MANAGEMENT & ADVERTISING, THE BOEING CO.

miles young CHAIRMAN, OGILVY & MATHER ASIA PACIFIC

AFFILIATES

COMING 2005.3 Navigating the Multi-Local/Global Maze Commentary by TBWA\’s Tim Love Creative Trends in Asia-Pacific Letter from Kiev

other 2005 cover stories 2005.4 Defining Today’s International Marketplace 2005.5 The Next Global Brand Contenders 2005.6 Re-engineering the Advertising Business Model 2005.7 Internationalists of the Year

Editorial submissions are encouraged. Submissions may be edited for length and style. Send your story suggestions and ideas including photos and calendar items to [email protected]. “REINVENT, RESTORE, REBUILD” IS “CAN YOU AN ASPIRATIONAL MANTRA FOR ALL HEAR ME NOW?”

At a recent speech before a group of advertisers in London, sponsored by In conversations about the advertising and marketing communications the World Federation of Advertisers and the British advertiser group, business, we often hear the comment—generally posed as a question— ISBA, McDonald’s Larry Light talked about his company’s new version “Is media the new creative?”We at inter national ist believe the of the “3Rs” (readin’, ’riting, and ’rithmetic) as the brand evolves in question should be discussed more broadly,“what is the role of media an era of concern surrounding issues of obesity in children. agencies, media planners, and media consultants?” The new McDonald’s product and marketing direction Certainly they offer more than just creative ideas, not that centers on three basic concepts: reinvent, restore relevance, and creative ideas aren’t important. One major argument from media specialists rebuild trust. Light calls this platform “leadership marketing” as is that they, not traditional advertising agencies, should be the first stop McDonald’s sets new standards for communicating with children and when clients are ready for a communications program.We hear their increases its messages about eating right and being more active. reasoning in one part of our two-part Cover Story.We also talk to media Correspondingly, McDonald’s product mix will continue to shift to companies to learn about the new solutions they are offering to help include more fruit and vegetables, while the company steps up advertisers’ messages break through.This is an ongoing and evolving story its sponsorship of school fitness programs. that we expect to come back to again and again.We welcome all voices Reinvent, restore, and rebuild might be three good concepts and would like to hear your opinion and your solutions too. to keep in mind for all of us as we slowly emerge from a “not business-as Getting through to target audiences with believable and -usual” series of years—whether we are marketing fast food, an airline, convincing messages is really the ultimate goal. Burnett’s Chairman-CEO financial services, or a media brand. Certainly the world has dramatically Linda Wolf tells why she believes advertisers are doing a poor job in changed as have consumers’ attitudes, so why would brands remain static reaching women in “Commentary.”And Alex Batchelor, the man behind and still expect to grow? Those products and services that connect best Orange telecom’s marketing, talks about the fine line between assuring with customer needs while still acknowledging the sensibilities of consistency from one country to the next for the international-minded the times will be the ones that keep building both confidence and sales. and getting its message across in a meaningful way to people in markets At that same meeting, Stephan Loerke,WFA managing director, at such different levels of development. cited a 2004 statistic from the U.S. that “78% of marketers find measuring We on the staff of inter national ist also spend much time advertising’s impact as somewhat/very difficult.” Given that discussions discussing how to get our messages to you in an inviting and readable of ROI and marketing accountability are of primary concern today, such way. One person whose non-verbal voice is much in evidence is a figure is astonishing. No doubt, this speaks to the need for new our creative director April Garston.A staff member since the magazine’s measurement tools as suggested by the WFA. Perhaps, though, this issue beginning,April has been instrumental in not only creating our can also benefit from Light’s new mantra of reinvent, restore, and rebuild. distinctive look but in every issue is challenged to present our ideas in a As he ended his speech in his signature, dramatic style, way that speaks to a mosaic of readers and their interests. he suggested,“… collaboration, not confrontation. It’s not blame; it’s changing the game. CHANGE THE GAME.”

deborah malone nancy s. giges PUBLISHER EDITOR FRONTLINES

classic film scene updated to launch newest vw golf model

To introduce the newest Golf GTI model in the U.K., Volkswagen wanted a television commercial that represented the timeless, universal appeal of the brand. After looking at many icons, VW and agency DDB London chose to re-create and update a classic movie scene: Gene Kelly’s memorable dance sequence in “Singin’ in the Rain.” The result was a spot for the Golf GTI Mk V consisting entirely of singing and dancing, which closes with a line that says, “The original, updated.” Says Martin Loraine, DDB London creative director, “We thought about the Golf GTI when it came out. There are not many cars that invent a genre, which is what we thought was the most prominent thing about the GTI. It wasn’t just a fast car or a nice car; it was an original, which is rare.” Agency and client believe the re-creation captures the spirit of the car and its heritage. The spot starts just as the classic clip in the film does as Kelly walks through the rain sodden streets, spinning his umbrella and dancing, but suddenly he is seen flipping into some outrageous break dance moves, certainly not something he performed in 1952. To update the original, three highly accomplished break dancers and body poppers were used to perform phenomenal dance moves. The actors wore exactly the same suits as Kelly did in his scene and had Kelly’s face mapped onto their faces using makeup and computer techniques. Catherine Woolfe, Volkswagen communications manager, commented, “The idea behind the commercial is all about the fact that the new Golf GTI is the production tidbits original Mk I but updated for 2005. The latest Golf is seen as a classic •It took a crew of 22 men 14 and iconic car, and we really wanted to show that in a very unusual days to put together a set for and memorable way. The scene from ‘Singin’ in the Rain’ is a memorable, the shoot to assure detail as classic film moment, showing Gene Kelly at his very best,” she says. close as possible to the original. “Volkswagen felt that this moment encapsulates the very essence of Gene •The dancers all underwent and we feel that our latest GTI captures the spirit of the Volkswagen Golf three hours of prosthetic GTI as a stylish and classic car that has, like Gene, stood the test of time.” makeup, had padding inside The spot began running in the U.K. in January and may be their suits, and were wearing picked up in Australia and Japan. wigs to replicate Kelly’s look. Loraine notes that Kelly was a true original, “someone who developed •The music is a re-mix of the his own style and in using him we could demonstrate a lot of the spirit original musical score giving of the car. ... [He] represents the car in a lot of ways because it a contemporary feel. he is very energetic, fun, and exuberant.”•

brandchannel.com 2004 readers’ choice awards* GLOBAL ASIA-PACIFIC EUROPE/AFRICA LATIN AMERICA NORTH AMERICA 1 Apple Sony Ikea Cemex Apple 2 Google Samsung Virgin Corona Google 3 Ikea LG H&M Bacardi Target 4 Starbucks Toyota Nokia Bimbo Starbucks

*Based on votes by 1,984 brandchannel readers from 75 countries.

7 FRONTLINES

reality check on young mothers in japan

Today’s young mothers in Japan are quite different from their own mothers. They are proud of being a mother but want to be seen as successful women who have made a choice and retained their individuality. To understand them, McCann Erickson Japan is summarizing research findings about them in “Real Mothers Japan,” which will be published twice yearly. The information in the first report was drawn from several sources, a McCann Erickson survey of women 20+ years old; a “Real Mothers” survey of ages 25–39 with children ages 6 and under; and information from McCann’s PULSE research capability. According to McCann, the trigger to the demands of today’s young mothers is driven by a “I want it right now!” attitude.“Not surprising,” says McCann,“among mothers who grew up as the ‘office ladies’ of the 90s.” This is opening up many opportunities to marketers, McCann says.•

world travelers

The top five international for the Hakuhodo Tourist easily-visited Asian destinations. tenth by both men and tourist brand destinations Business Development •Switzerland is popular women under 30, presumably for the Japanese are Hawaii, Project, a group formed in among middle-aged and older as a place to obtain a Guam/Saipan, South Korea, 2003 to help boost the people.Although not ranked glamorous experience at Australia, and France, tourism industry, especially by younger generations, casinos and other spots not according to a survey in-bound tourism.The others Switzerland is placed in the available in Japan. conducted by Hakuhodo. in the top 10 in order were: top 10 by men and women Respondents were asked The analysis, which Italy, Canada, Hong Kong, aged 50 and over. to choose their destinations involved 51 tourist destinations, U.K., and New York. •Canada is ranked second by by travel companion and evaluates the strengths of Among other findings: women in their 50s. Canada purpose. New York is the No. 1 destinations from the •Hawaii is outstandingly and Switzerland are popular choice for travel by oneself, perspectives of brand equity. popular among both men and due to a mountaineering Hawaii for travel with spouses The results are based on a women and ranked first in the book among the middle- or boyfriends/girlfriends, and survey of 1,000 individuals: overall ranking and also by all aged, who choose destinations South Korea for travel with 600 in metropolitan Tokyo people in all generations. with mountains and rich nature. friends or in a group.As a and 400 in the Kansai region. •South Korea ranks within •Las Vegas is ranked within destination for enjoying Respondents were asked the top five in the overall the top 10 by young people. oneself economically, South about their perception of the ranking by each generation Although not placed within Korea is the No. 1 choice; for 51 destinations. and is selected by a much the top 10 in the overall having fun spending money, The survey was conducted broader generation than other ranking, Las Vegas is ranked Las Vegas comes out on top.•

TOP TOURIST DESTINATIONS FOR JAPANESE

TRAVEL COMPANION TRAVEL BUDGET

ALONE PARTNER GROUP LOW HIGH RANK 1 New York Hawaii South Korea South Korea Las Vegas 1 2 U.K. France Hawaii Guam/Saipan France 2 RANK 3 France Italy Las Vegas Thailand Italy 3 4 Italy Australia Hong Kong Taiwan Hawaii 4 5 India Switzerland Guam/Saipan Hong Kong New York 5

8 www.inter-national-ist.com FRONTLINES

japan to investigate a humorous communication industry's practices approach to Japan’s Fair Trade Commission has started a far-reaching inquiry into encourage the communication industry’s business practices. A Jan. 30 letter to chief executives from Akihito Watanabe, manager of i-mode use the FTC’s Trade Practices Department in the Economics Affairs Bureau, To encourage trial of i-mode said in part: “ ... [In other investigations] we have found that in the data services among younger advertising transactions between the advertiser, agency, and media there mobile phone users, was room for improvement for assuring fair trade such as the status of FarEastone and agency Ogilvy documenting contracts. ... We have decided to survey mainly the trade involving advertisers and media companies to identify the actual conditions & Mather Taiwan created a of the market structure and the trade practices of the advertising series of light-hearted spots industry with regard to the antitrust law and competition policy.” showing that the technology The investigation will cover both transactions between agencies and is cool and fun. In the their clients and between agencies and media companies. A published commercials, people realize report is expected this August. The study stems partly from an investigation how much better off they last year into the relations between agencies and their sub-contractors. would have been had they Pressure from some advertisers demanding greater transparency in their used i-mode. In this spot, a dealings with agencies was also a factor. In 2003, the Japan Association poignant moment fulfilling a of Advertisers published a report, calling for greater transparency. The dearly departed loved one’s recommendations had little impact. According to one executive familiar wishes to have ashes scattered with the inquiry, the FTC wishes to explore whether large agencies and at the beach is ruined by a advertisers use their buying power to unfairly squeeze smaller sudden gust of wind. If only companies and collaborate in secretive pricing or discount mechanisms. they’d checked the weather Since foreign advertising agencies and advertisers are largely among the forecast on i-mode…. smaller players, the inquiry probes sensitive topics.•—David Kilburn • more regulations and reports •The European Association of Communications Agencies has published a code of ethics for agencies in EUROPE. The code, supported by the Institute for Communications Ethics, is intended to provide practical guidelines for dealing with complex ethical issues and to give clients a clearer idea of what they can expect from agencies. The EACA ethics program is also expected to help agencies respond to increasing European Union scrutiny of self-regulated industries; to encourage best practices for the management of ethical issues; and to establish advertising practitioners as a key group providing advice on social and ethical issues. •THE CZECH GOVERNMENT has proposed a 3% tax on TV commercials. It is estimated that the tax would generate about €10 million a year. Proceeds would go to the Czech Fund for Cinematography to help finance the production of locally made films. Advertising trade groups argue that it will harm commercial communications and violate the liberal principles of the EU. The Ministry of Culture claims that the tax is justifiable under EU rules. The measure has been approved by thegovernment. It is expected to be the focus of fierce debate in Parliament.•

9 FRONTLINES COMING EVENTS ALL PRICES ARE IN LOCAL CURRENCY UNLESS OTHERWISE STATED an asian touch to a

MARCH 17 european launch 2ND EUROPEAN HDTV SUMMIT PLACE: The British Academy of Film Lever Fabergé introduces its new Lynx Unlimited & Television Arts, London fragrance across Europe with a commercial RESERVATIONS: 44-1923-690636; inspired by cult Asian movies. The creative is [email protected] by Bartle Bogle Hegarty, media by Initiative. PRICE: £583.97 including VAT The spot opens on the banks of a river in mythical ancient China. The Lynx girl, sitting MARCH 17–18 by a babbling river, is approached by the Lynx FIPP AD SALES WORKSHOP hero, who presents her with a bunch of flowers. INTERNATIONAL FEDERATION Alternating between acceptance and rejection OF THE PERIODICAL PRESS throughout the spot, she promptly fires each AND POLISH CHAMBER OF flower back at him and bolts across a rickety PRESS PUBLISHERS wooden bridge. He chases her running upside PLACE: Kyriad Prestige Hotel, Warsaw down under the bridge. Just when she thinks RESERVATIONS: Rachel Adams, she has shaken him, he jumps onto the bridge [email protected]; 44-(0)20-7404-4169 and surprises her. PRICE: FIPP member €450; However, she escapes again by zooming into non-member €490 the air over his head. Determined not to give up, he continues the chase. In a scene MARCH 23 spoofing the famous sequence in “Crouching ASSOCIATION OF NATIONAL Tiger, Hidden Dragon,” they sprint across roofs ADVERTISING 2005 TELEVISION of traditional dwellings before floating down ADVERTISING FORUM to a courtyard for their final confrontation. PLACE: Grand Hyatt Hotel, New York It looks like the Lynx hero has finally won RESERVATIONS: Joanne Forbes 1-212-455-8086 or [email protected] her over, but she lunges through the air. He PRICE: ANA member US$595; pulls out his trump card, ripping off his non-member US$750 shirt, and causing a cloud of Lynx Unlimited to emerge from his body. As she inhales and is APRIL 20 overcome, she floats ethereally into the air, GLOBAL MARKETING SUMMIT where he floats to meet her for an embrace.• NEW YORK CHAPTER OF THE INTERNATIONAL ADVERTISING ASSOCIATION PLACE: The Princeton Club RESERVATIONS: Jill Henry the new niche world 1-212-338-0222; [email protected] PRICE: Member US$300; While the move toward a niche society may not be new, www.trendwatching.com says success in non-member US$450 the future will come from servicing the new niches and dubs the trend: nouveau niche. What’s driving this trend? According to trendwatching.com: •Consumers are more individualized and more experienced than ever. •The combination of online transparency of supply, prices, recommendations, and opinions plus nearly one billion online users results in connecting insanely segmented supply with equally fragmented nouveau niche demand. •New production processes, mass distribution, technologies, and communication channels, enabling global economies of scale and scope, allow for virtually everything to be made and broadcast, at whatever specification, and whatever batch size. Submit your events to •New producers, including ordinary consumers, are adding massive amounts of niche [email protected] content in text, audio, and video.•

10 www.inter-national-ist.com FRONTLINES

APRIL 21–22 COMING EVENTS CREATIVITY WITH CONSUMERS/ china—where TV reigns supreme CUSTOMERS/EXPERTS While the declining power of television as an advertising medium is a recurring story in many SYNECTICS CREATIVITY WORKSHOP parts of the world, in others TV reigns supreme. In areas bordering Myanmar and Vietnam, PLACE: London for example, the humblest dwellings, shops, and restaurants always have two electric appliances— RESERVATIONS: a light bulb and a television set that stays on when anyone is in the room, reports Asia [email protected]; correspondent David Kilburn after traveling in these regions.“Even settlements so remote that 44-207-616-9797 they did not even have telephone connections had satellite TV.Outside the largest towns, PRICE: £1,450 plus VAT I never saw a newspaper, magazine, or even an outdoor board or cinema.TV was the sole MAY 10–13 medium for entertainment, news, and information.” IQPC’S 12TH ANNUAL Much building of the transportation infrastructure is underway that will make these areas KID POWER much less remote physically as well as via television.This is attracting many major multinationals, CONFERENCE & AWARDS which are very bullish about business prospects in the region. PLACE: Disney Yacht & Beach Club, Orlando As for ad spending, ZenithOptimedia predicts that China is on course to become the RESERVATIONS: third largest advertising market by 2011.The market is estimated at US$9 billion today and is www.kidpowerx.com expected to grow to US$12 billion in 2006 and US$18 billion by 2011.•

or 1-800-882-8684 David Kilburn PRICE: Various

MAY 19–20 BREAKTHROUGH CREATIVITY SYNECTICS CREATIVITY WORKSHOP PLACE: London RESERVATIONS: [email protected]; 44-207-616-9797 PRICE: £1,350 plus VAT

MAY 22–25 35TH FIPP WORLD MAGAZINE CONGRESS PLACE: Waldorf Astoria Hotel, more signs of advertising in north korea New York RESERVATIONS: According to a report in the Korea Times, a North Korean newspaper Pyongyang Shinmun recently began www.magazine.org/NYC2005FIPP to run commercial ads for the first time. The development was unexpected and is believed to be a test. Ads have been or Helen Bland criticized in the communist country as a symbol of capitalism. Prof. Chin Hee-gwan of Sogang University’s Institute of [email protected] Social Science in Seoul told the Korea Times: “If the experiment turns out to be successful, I guess people PRICE: FIPP member $2,500; in the North will see advertisements appearing even in the [North’s largest newspaper] Rodong Shinmun,” non-member $2,750 published by the ruling Workers’ Party. The North’s economic reform since July 2002 has caused inflation of up to JUNE 16–17 1,000% in the price of rice, pressuring the development of private businesses to avoid starvation, FACILITATION AND LEADERSHIP according to the report. A year ago outdoor boards that seemed to cross the line from being strictly political SYNECTICS CREATIVITY statements were noted in Pyongyang (inter national ist, issue 8). WORKSHOP • PLACE: London RESERVATIONS: [email protected]; 44-207-616-9797 new ‘best idea’ award in euro effie PRICE: £1,450 plus VAT EACA Euro Effie is adding a new award category this year, the Yahoo! Best Idea Award, which recognizes the company, team, or individual who displays the most innovative thinking, whether for a strategic, media, continued on p.44... or planning idea. Deadline for 2005 is March 31 for campaigns that ran Jan. 1-Dec. 31, 2004.•

12 www.inter-national-ist.com These are familiar media money:where is it going topics of discussion

and debate in this era of a shifting media

landscape. Is money

really flowing

away from traditional

media into new

media as is so often

asserted? Where are

advertisers spending FOR NEW their precious

budgets so that their

messages get through MEDIA to distracted and

often hard-to-reach MONEY

audiences? Is this

occurring because

of the rise of media

agencies as the

supreme strategist?

inter national ist examines

some of the latest DIRECTIONS thinking of industry

professionals.

14 www.inter-national-ist.com l t s l i

a l a a n n l o t t i n s t s o r i i

i a

a l l n e t a

a o r t r n t n n e a o o i t i i n s t t n o i n i i r a a e t i n n

r e r t t t e e t t t t a n n i a i l s n n s a i n i n i i n l o a r i n e o r t i l e t t t t t a a n s n s i n i i n i a l a l n n o r i a e t t t a l o n s r i n i n Digital Vision Photography/veer.com a COVER STORY i 15 o n r e t i l

o BY KATHLEEN BARNES r a e i t t t nal n e t o t r t i io a t t e t a t a t a s n n s n s n s inter i nan isti i n i i n i n i i continued on page 18 athelm the the case for for the case media agencies media agencies It turns out that unbundling may simply It turns may out that unbundling patterns, consumer behavior New new The forces that spurred a revolution in media- in that spurredThe forces a revolution to roil.Traditional planning land continue on crumbling, structures keep signaling new of the business in the way directions is conducted—and and marketing advertising calling the shots. who’s been the first phase in a series of have sea-changing events.As such, media planners be turning may into been known have as they species. an endangered technology, strategies up with and new to keep media driving that is forcing both are a trend traditional media traditional companies are companies holding their own

In fact, in advertising shows research some continued on page 16 traditional media holding its own while other traditional media holding its own non-traditional communications shows research methods gaining ground.And is there to supportanecdotal evidence each premise. “Print is dead.” is dead.” “Television to “Media companies are losing business vehicles.” communications non-traditional expressed When these kinds of comments are at industry gatherings articles, and in published listeners and readers agreement. often nod in with colleagues, a longer discussion But have so clear-cut. and the story isn’t

BY NANCY S. GIGES S. NANCY BY and who is calling the shots? the calling is who and COVER STORY traditional media companies are continued from page 15 holding their own

“You [can] find evidence of incremental migration from or revenue, the share could be estimated at 20% for diversified traditional media to direct marketing, research, PR, and so on,” says services because the compensation for new activities is higher than Adam Smith, head of knowledge management, ZenithOptimedia, for the traditional media, he says. but when numbers are viewed in different ways, the conclusions Execs in all parts of the world are seeing similar trends. could be different, he says. Says Mark Patterson, CEO, MindShare, North Asia,“When you In a presentation in December, Steve King, ZenithOptimedia look at the profile of media being used by clients these days, the chief executive, noted that while the outlook for media spending is global trends are just as prevalent in Asia as in other parts of the positive, there is world: a decline in TV viewing, particularly terrestrial TV,decline CNBC Europe’s growing competition in newspaper readership, and continued growth and diversity in a from other areas, whole range of out-of-home and digital media.” Liz Jones says particularly the The reasons are the same, he says:“what I call the ‘shun’ words: you rarely get a more measurable fragmentation, digitalization, globalization, inflation are apparent in client looking and accountable every market here.”All have an impact. just to buy direct interactive Regardless of the trends, media strategists have their work cut out marketing sector. for them as they sift through a complex web of choices and identify “spots and dots” “Much of TV’s the more effective ones, client by client, campaign by campaign. any more. success has been built Meanwhile, media companies aren’t standing idly by. If several on its strength as the recent global deals are any indication, media companies are figuring brand-building medium.Today this is no longer enough,” according out how to stem the flow of money away from their properties by to King’s end-of-year presentation. capitalizing on the brand strengths created by their own traditional He maintains that media advertising is losing share of the total offerings. Some of the new opportunities are new twists on old marketing budget to other areas of marketing expenditure and platforms, while others, such as the Web and online components, supports that with data, showing media ad spending growth over capitalize on new technology. Branded content, sponsorship, and the past four years was just 1% compared to sales promotion (up most important integrated packages that touch audiences in 4%), brand PR and sponsorship (up 7%), direct mail (up 5%), and different ways surrounding people with advertisers’ messages are interactive marketing (up 30%). becoming much more prevalent. But in ZenithOptimedia’s December 2004 ad expenditure forecast, In an era of personal video recorders and TIVO that are “great media advertising as a inventions for us as consumers, percentage of total professionally it doesn’t marketing in 2000 was bode well if someone can 46.7%, declining to edit out the ads that we are 44.8% in 2003 but working so hard to create rising again since then and to broadcast,” says Liz to reach a projected Jones,VP-director of sales, 45.8% in 2007. CNBC Europe. Numbers from That’s why branded RECMA present yet content is of such great another picture. interest, she adds.“If you can Regarding the U.S. find the right content in market, the share is which to imbed a message, it 90% in traditional has a higher chance of cut- media and 10% in through in the short term.” diversified services Olivier de Montchenu, calculated on the basis EuroNews’ commercial & of billings,” says Eudes distribution director, agrees J. Delafon, RECMA there are significant changes founder & researcher- in the ways advertisers are in-chief. If calculated reaching audiences.“We are on the basis of income, McDonald’s global partnership with MTV gives it much more than commercials selling more and more on the network. It enables the fast food restaurant “to play a more relevant and credible role in the lives of young adults,” says Larry Light, 16 McDonald’s executive VP-global chief marketing officer. Shell’s association with EuroNews’ “Comment” program is an example of the type of tailor-made solutions being created by media for advertisers. The integrated package encourages audience participation and has broadcast, print, and online elements.

online participation. More and more advertisers are interested in Now, online is even old hat for some.“We have new new doing something additional on the Web,” he says. media,” Kilgore says.“We’re growing up.” The Journal continues to By the end of this year, some 20% of the network’s business is expand the ways it reaches its audience, including a mobile edition expected to be in “non-spot” buys compared to the year 2000 of The Wall Street Journal for cell phones and also for Blackberry. when sponsorship just started to become important for EuroNews. “It’s not just about a 30-second ad or a page in a magazine,” “If we pass 20% or 25%, it’s more than significant,” he says. says Humphry Rolleston, director of marketing & research for Comments Jones,“You very rarely get a client that comes to The Economist.“Clients want totally integrated seamless solutions pan-regional advertising just to buy spots and dots. … The reason that take advantage of your brand.They want to have a relationship they are buying pan-regional with their audience,” he adds. “We’ve worked is for the flexibility and the Recent multinational campaigns from Shell International, fact that they can do fully Hewlett-Packard, and McDonald’s, are just a few examples of the integrated communications kinds of relationships advertisers are seeking with media companies, closely with our plans.” Some 90% of her incorporating elements that go beyond the traditional purchase of network’s media deals this television spots and print ads. media partners year incorporate integrated Shell has recently launched two separate efforts that are part of elements, she says. a corporate communications program in which advertising is only to develop an Randy Kilgore, senior one component of an integrated program, but the bulk of the VP-advertising, Dow Jones spending is with traditional media companies. Shell has a stated aim integrated Online Network, says when of adding to traditional advertising.“We’ve worked closely with he talks to advertisers, the our media partners to develop an integrated campaign that creates campaign that conversation always includes new space for engagement with stakeholders,” says Judy Everett, how using The Wall Street Shell’s corporate identity advertising manager. creates new Journal Online should be One is a collaboration with CNBC Europe and The Wall part of the overall Wall Street Journal that includes broadcast, print, and online. Shell is a space for Street Journal strategy. And major advertiser on a growing number of CNBC Europe’s new “Online has been engagement with advertisers are signing up for “Questions for the Future” considered new, global buys.According to series of one-hour and now we a company fact sheet, in programs focusing on have new new stakeholders.” 2003, the latest year available, trends in global business. display advertising on the The programs that use a media,” says Randy online sites was up 33%.While technology and financial services roundtable discussion Kilgore, senior VP- marketers remain the biggest categories, travel, automotive, and format with invited guests advertising, luxury goods marketers are gaining ground.“Cartier is one of our cover economic and top ten advertisers online in the first quarter, and we have two business issues and geo- Dow Jones Online travel accounts in the top ten,” he says. political trends. Network. And the interest is decidedly global and for global buys even Coinciding with the though very targeted online buys are available.“We get something television are a series of advertising sections in The Wall Street like 15% of our [online] advertising revenue from outside the U.S. Journal Europe and The Asian Wall Street Journal featuring articles on so there are quite a few multinational companies buying globally,” the same topics. Readers are also directed to a special microsite Kilgore says. where they can join online debates and e-mail comments.

17 COVER STORY the case for media agencies continued from page 15 at the helm In a statement, the company said agencies to evolve and take a stronger strategic leadership role. these media platforms were selected The new direction is simple in the mind of Olivier Gauthier, because of their ability to reach a international senior associate of RECMA, who in a speech unique audience of business leaders and delivered in February, declared,“Advertisers should place media key influencers around the world. agencies upstream from creative agencies.” The other effort is also a combination In today's restructured world of unbundling unraveled, media of broadcast, print, and online launched consultants are taking the helm, claiming for themselves what John in association with EuroNews and Harlow, partner in London’s cutting edge media agency Naked, European Voice, a weekly newspaper calls “an innovative upstream role.” published by The Economist Group.A “We are selling more “Many global clients are giving us the brief before they give it new EuroNews mini-program (30–60 to any other agency.We are execution neutral, and we recognize that and more online seconds), called “Comment,” is sponsored advertising-led solutions may not always be correct,” says Harlow. by Shell on-air with 6-second ids in participation,” says The way consumers receive product information has changed seven languages.“Comment” encourages Olivier de Montchenu, quite dramatically in the past ten years and with it the role of viewers to express their comments at a media planners in helping clients determine the best way to commercial & dedicated Web forum. reach a target audience. It may sound blasphemous, say industry Other elements of the program distribution director, experts, but the most effective way to reach an audience may include traditional length spots supporting EuroNews. now be through public relations, direct marketing, online, or the program.The partnership represents even through handouts in a shopping mall, all disciplines within the kind of tailor-made solutions EuroNews develops with marketing that have been poor stepchildren to the glitz and advertisers, de Montchenu says. glamour of electronic advertising. McDonald’s has linked up with MTV Networks to support a Gauthier notes that Procter & Gamble conducted a review of new global showcase “MTV Advance Warning,” which introduces its $4 billion media planning account in the U.S., with the aim emerging artists to young adults. In addition to reaching nearly of distributing spending across new media types. 400 million homes in 162 Among the contenders, besides SMG, MediaCom, Carat, and countries, the sponsorship MPG, there was the independent Targetcast, which promises to gives McDonald’s high “deliver superior strategic planning and thinking,” notes Gauthier. visibility at events and on a “Once this essential piece of strategy was completed, the special microsite. marketer can then deliver its brief to each category implementation Similarly, Hewlett-Packard agencies such as the creative agency, interactive agency, promotion gets visibility on a special Web agency, PR agency, etc. with full coordination between these page as part of its sponsorship package of a new CNBC Every Coke can, bottle, and truck is a point of contact with Europe series of weekly the consumer, which is real estate much greater than programs addressing the most media owners can comprehend, former Coke president- Hewlett-Packard sees its sponsorship of CNBC challenges companies face in Europe’s “Adapting to Change” as an opportunity today’s fast-paced business COO Steve Heyer said in a ground-breaking speech. to build an association between HP and the environment and the innovative solutions enabling companies concept of positive change, says Daniel Gates, to embrace change. HP-EMEA director of brand marketing. Jones believes that in the shorter term, it’s these kinds of packages—ones involving program development, funded sponsorship, and new program formats—that offer the larger opportunities. Mobile applications, while developing, will be longer in coming especially as revenue streams for media companies. “It’s all about the right idea,” she says,“the right distribution and then looking at how you evaluate it.” It has to be more than just a campaign and a bit more personal, she says.•

18 www.inter-national-ist.com suppliers,” explains media researcher Gauthier. consumers is “exponentially accelerating,” says Woolmington, “When brands are purely advertising, they’re not connecting driving a revolution in media planning and strategizing. properly,” adds Harlow. There’s a new definition of media consulting:“It’s anything With the rapid-fire whims of consumers making marketing that can carry a relevant message and impact the consumer,” says increasingly difficult, the days of advertising-exclusive marketing are Woolmington.“There has to be a revolution in the way we over, the media expert maintains. understand consumers and understand what points of contact A recent survey from New York’s Media Kitchen supports impact them in their daily the contention.“The U.S. is one of the weakest TV markets in the lives—when they’re receptive and world because of the clutter,” says Media Kitchen’s CEO Paul Woolmington, who also likes to call himself the Head Chef. Media Kitchen consumer Reader’s Digest research shows: •80% of Americans are …we cover the World multi-tasking while watching TV,may of them on the Internet •51% are remote surfers The new definition of media consulting •32% leave the room when is “anything that can carry a relevant commercials air message and impact the consumer,” •And of those with PVR capability, 71% record shows says Paul Woolmington, head chef, and 47% fast forward The Media Kitchen. through commercials. “Increasingly, it has become the context in which they clear that people really don’t receive contact,” he adds. like commercials.The remote Steve Heyer, CEO of is the most powerful zapping Whether you’re advertising across Asia, Europe, Latin America Starwood Hotels & Resorts tool available to consumers or one, two, three or more countries anywhere in the world one Worldwide, put his finger call is all it takes. If you would like to maximise your reach and and they’re using it,” says ﬁ nd out the best ways of using Reader’s Digest then precisely on the trend when as Woolmington. visit www.rdglobaladvertising.com or call Stephen Burgess president-COO of Coca-Cola, These numbers suggest that (+44 207 715 8150) or Gavin Murray (+44 207 715 8927). he delivered what Woolmington Reader’s Digest is the world’s largest selling monthly magazine advertising as it has been calls a seminal speech. with 23 million copies, 95 million readers, 48 editions in 19 known has got to change, and languages and sold in more than 60 countries. “He extrapolated the it has changed, at least in the number of Coke cans and European market. European pqR bottles all over the world, the agencies are years ahead of the Reader’s Digest International Advertising number of Coke trucks driving U.S. in recognizing the paradigm 11 Westferry Circus, Canary Wharf, London E14 4HE. Telephone: 020 7715 8000 around streets of every city. shift, says Woolmington. He said that every can, bottle, “The U.S. marketing industry and truck is a point of contact, is woefully inadequate at meeting the challenges of the future and this is real estate much greater than most media owners can and because of the model of over-silo-ing that was created several comprehend,” explains Woolmington. generations ago, the more powerful people in the media industry Woolmington speaks admiringly of Burger King’s “Have It have been traders and buyers, not planners,” asserts Woolmington. Your Way Chicken” campaign which featured an online animated Harlow agrees, comparing existing agency structures linked to chicken that one could put through a series of increasingly advertising agencies to black-and white-television. absurd paces to underscore the “have it your way” tag line at a The incredible pace of change being demanded by savvy cost of less than $50,000.

19 COVER STORY

The campaign generated 13.9 million unique visitors to the among marketing disciplines. PR, media, everyone thinks they are Burger King website since it went live in April 2004, according to more important than the others,” explains Woolmington. Crispin, Porter + Bogusky, the Miami agency that created it. “Some disciplines, like direct marketing, are considered inferior. “Brilliant!” expounds Woolmington.“It cost almost nothing to That is absolute poppycock. Everyone is equal, and, depending on produce and generated tens of millions the client, direct of dollars worth of exposure.” marketing could be So can an agency stay afloat on such exponentially more paltry money outlays? important,” he Gauthier says:“Generally the split in maintains. remuneration between media and The new creative services is 1/4–3/4 (i.e. 3% for message: the media, 9% for creative).” customer is at the However, he notes that although media center of every agencies work with low remuneration transaction, and it is fees, they have a higher profit rate the customer who than creative agencies.That is because decides what the of (1) incentives based on quantitative channel should be. or qualitative measures; (2) the extension Instead of finding of services in non-traditional media the challenge of generating higher fees; and (3) less than reaching today’s full transparency on the invoicing consumer a between media owners, media agencies, daunting task, the and advertisers in some countries. new breed of “It’s not a question of money, it’s superplanner is a question of having a great idea, and exhilarated by the we get paid for the idea,” explains Burger King’s online “Have It Your Way Chicken” campaign task.“Never before Woolmington, suggesting a flat fee has generated 14 million unique visitors at a cost of less than $50,000. have we had a structure works best in these situations. more exciting The New Deal in media consulting revolves around doing the opportunity to redefine how we go to market,” says Woolmington. communications planning first and then determining the channels. How does today’s media agency respond to the changing climate? Harlow says his large global clients now frequently place Naked Unbundle. Un-silo. Bring in multi-disciplinary teams. Bring at the top of the pyramid, strategizing with them long before in great researchers.Think outside the box that Woolmington says approaching advertising agencies. was born of “arrogance created by circa 1950s thinking that ad In the times of the Old Deal, the advertising agency was guys were king.” Times have changed. often the first port of call for a client.“It was not media neutral. Both Naked and Media Kitchen are definitely unbundled. Advertising was the driving They’re proud of their multi-disciplinary teams and their lack of discipline, and that is far too dependence on any other agency. simplistic for today’s market,” Both know their strengths. Harlow likes to think of Naked says Woolmington. as the “glue” between agencies and execution.Woolmington says Gauthier suggests the market he wants Media Kitchen to be known for its ability to “put the will be led by media agencies consumer at the center of the universe.” acting as strategists in tandem Many media agencies still see themselves as buyers, and many with blue chip advertisers and are still beholden to parent companies from which they media owners. “unbundled” in the past couple of decades. A new breed of superplanner Harlow and Woolmington think subscribing to the concept Media agencies are taking an is helping clients decide the mix of media agencies as prime strategizers is essential to future success to get the message where they for advertisers in an incredibly competitive world. “innovative upstream role” want it to be. “Agencies not embracing that concept will be left behind in in the communications process, asserts “There is a perceived hierarchy the next three, four, or five years,”Woolmington concludes. • John Harlow, partner in Naked.

20 www.inter-national-ist.com PROFILE 23 Alex Batchelor says it’s easy Alex Batchelor says it’s to talk about the theory of global and local, but the best solutions have to involve practical delivery. “Cameroon is at a different stage of technical is at a different “Cameroon Yet, terms in of what the brand stands do and about what we to be realistic have “We The competition may having that by reflect The communications and manage a single brand that delivers different brand that delivers and manage a single service of countries. in different levels Some get servicesonly core while others get added value. than France penetration and market development or the U.K.,” he says.“If getting are France we in TV on your excited about video calling and the same mobile, that’s before it will be some years in Cameroon.” for, agrees that has to be the same everyone everywhere, he says. delude do,” mustn’t Batchelor says.don’t “We engaged in are into thinking that we ourselves or Vodafone some kind of global battle against because we or China Mobile Verizon or T-Mobile actually fighting in are market.” each and every different, be entirely he says. shouldn’t “We that the kid ourselves Romanian customer is other doing anything choosing us in a than context set competitive the countryby in in. buy which they lucky Some of us are around enough to travel and fly to other places not] the [that’s but of our customers.bulk aIt’s national battle with national regulators, national environments,” Batchelor says. and created to each market messages tailored “the best agency” by in each market. Batchelor describes in as a process the communications coordinated that ideally can be more development at some point in the future. alex batchelor alex Back then, Hutchison Microtel a team from April 1994,So in the Orange entered Meanwhile, earning Batchelor was his stripes By 2002, to expand beyond ready Orange was Since he joined, another dozen countries have The challenge Batchelor faces is to develop set out to launch the “most personal set out to launch the in the world.” company telecommunications that people company a to create wanted They as engage with on an emotional level would tangible benefits. as deliver well And they the kind of reflect a name that would wanted be. it would company many considered They names—Pecan,unlikely Gemini, Egg, and Miro the one deemed most among them—but concept including of the brand’s representative connotations of fun, optimism, liveliness, and Orange. was freedom in the U.K. business telecommunications at years on to spend five at Saatchi and went as brand the branding consultancy Interbrand director. valuation markets,its initial three ready and Batchelor was challenge.for a new in as brought He was brand to help the brand grow VP-worldwide its freshness while still retaining and mature the world. all across become part of the Orange world, mainly of local services in re-branding already through existence. in diverse Orange does business Today, Europe, across markets Africa, Asia, and the Caribbean, and range of voice a broad providing 52 million servicesdata communication to over customers.Telecom France by owned Now Group, arm operates as the mobile the company Telecom,the it ended 2004 as and says of France mobile leader in France and the U.K. and ranked No. 1 or No. 2 in 10 other countries. Ten years ago, years Ten leaving Alex Batchelor was as jobs at crunchingbehind number and marketing to become a planner at Saatchi & Unilever Saatchi, in planning going on elsewhere some his future. in a big role play London would

Orange followsOrange it how determining in pragmatism path of a customers markets 12 diverse in to 52 million com municates T transitania—the locale of orange’s international audience He describes his views about international advertising and marketing as “relatively simple and Although not the majority of its customers, people in shamelessly pragmatic as a result of my transit across national borders are a very valuable international experience as a brand manager, segment for Orange. advertising agency planner, marketing consultant, And the telecom company recognizes that it needs common and now marketing director.”He says,“It is easy to and consistent communications for this audience in airports, talk about the theory of global and local, but all the railway stations, and in international magazines. solutions are found in the practical delivery, which “We need to treat these people differently because usually means there isn’t a one-size-fits-all answer, they are the ones who are going to notice any and there is a lot of hard work along the way.” inconsistencies in what you choose to say in London, He says that Orange works very hard to make France, or Bucharest or wherever else they might be,” sure the look and feel are as consistent as possible says Orange VP-Worldwide Brand Alex Batchelor. and that all use the same logo and identity system, A single campaign overlays advertising and communications but he is quite aware that succeeding locally may programs that are created within each market. mean different approaches in different markets. For traveling customers, “we need to ensure [they] “Sometimes that requires you to appeal strongly are never confused by Orange wherever they come across to Slovaks in a Slovakian way rather than give them us,” Batchelor says. something that doesn’t necessarily work,”he says. A recent campaign, created by Mother in London and Having said that, however, he explains that placed by MPG, was aimed at building credibility some advertising has been shared.“We have used and brand recognition in Transitania with some very communications from Israel in other countries, specific objectives: from the U.K. in the Netherlands, but we haven’t • Increase the use of voice and text among traveling sat down and said we are going to produce Orange customers; centrally. As the technological development • Lift Orange advertising above the mêlée of corporate grows, those things will happen naturally.” messages in this space; One exception is for the “Transitania” audience • Have personal and situation (see related story at left). relevance; What is common at this • Build positive brand point is that Orange is a associations through customer “relationship” brand. “We insight and recognition; try to focus on service and • Drive usage. therefore the relationship The message resonates side and differentiation especially with people away across our territories. It from home and on the go: doesn’t mean we don’t talk Simple copy says: “Tell your about price or product; but kids a bedtime story, whatever usually in the context where time zone you’re in.” we can of the relationship,” A line next to the logo urges, Batchelor says. “Make a call,” and a separate For example, in some message positions the company countries Orange offers a with the line: “The future’s bright, the future’s Orange.” package in which customers are automatically Says Batchelor: “The messages are relevant to all charged at the lowest rate based on the number of orange customers who may see them.” minutes they use each month rather than having Orange also uses its agency in France BETC Euro RSCG to choose a plan offering a maximum number of to create Transitania ads, which are assigned on a minutes that they might exceed or not use. project basis to either Mother or BETC Euro RSCG. • While the advertising may say customers always get the cheapest rate, he says it’s positioned as about the relationship and the kind of

24 www.inter-national-ist.com Focusing on basic services in company Orange is, not specifically about the price and a cost-per-minute comparison. Cameroon, this spot by a local His approach to working with agencies is also

agency called Nelson uses a simple pragmatic. While he says working with “the best agency” in each market is “appropriate for demonstration with children and Orange’s development stage now,” he expects

fish to promote bonuses for pre-paid to be ready for more coordination at the top in the next 12 to 18 months. That means agency accounts. The more one adds to the consolidation as Orange did with its media

account, the bigger the bonus. agencies 18 months ago when it began working with either Initiative and MPG in every market. Meanwhile, one of his goals for 2005 is to move toward a common creative framework. “If you look at all the launch commercials and work developed since the launches, [you’ll see] In this animated spot, called we need a tighter creative framework for all “Bear Trap,” that ran in the U.K., the countries to use.” But he also doesn’t want to lose one of a robot-like figure that gets caught in Orange’s strengths of being international yet a bear trap is rescued when it uses its local. In a number of countries, including Slovakia and Israel, Orange has been voted a top phone to call for help only to brand ahead of almost every other brand except step into another bear trap. The for Coca-Cola.“People [just] know we are part of an international business.” spot promoting two free minutes He says with some big global brands, like of calling was created by Mother. Coca-Cola and Mercedes, everyone knows their heritage. Increasingly—and Orange is a good example—people aren’t so sure where these brands come from, he says. “They see them as international corporate citizens, and they take them into their psyche and accept them.”This is In Israel, two riders on a subway are even better because it poses less of a risk than

used in a light-hearted way to being strongly associated with a specific country whose reputation can change, he believes. advertise games. The commercial His assessment of Orange’s prospects for

was created by Shalmor Avnon progress in getting alignment is also pragmatic. “If I’m realistic, we’re at a four and trying to Amichay and placed by Pro-Media. move toward a six,” he says. •

26 www.inter-national-ist.com getting a COMMENTARY

In what should be a wake-up call to marketers around the world, Leo Burnett Worldwide recently examined how advertising talks to women consumers and found that, for the most part, they aren’t listening. true read We all know that women are an increasingly influential group of consumers around the globe. In the U.S., they are responsible for an estimated 88% of every disposable dollar with buying power that extends far beyond traditionally female products and household purchases: They buy on women Imore than half of all consumer electronics, 54% of all stocks, 63% of all personal computers, and 75% of all over-the-counter drugs. So why are advertisers doing such a poor job significant shifts in what were formerly the very of creating ads that motivate and move women in traditional roles they filled. ways they find relevant and meaningful? One key finding was that there is an emergence To get a true read on women’s feelings Consumers of a new consumer class of economically empowered about how brands talk to them—or with them, as “are...tuning women in societies around the world.This largely the increasingly interactive nature of advertising younger group of consumers has tremendous buying now demands, Burnett did its homework, out ads that power which is changing the landscape for marketers. reviewing published data, speaking to leading Not only do women control upwards of 80% experts, interviewing journalists, and conducting don’t present of all buying decisions, but their collective buying informal focus groups in Burnett offices on four women in power now extends far beyond its traditional continents. reach. Regardless of your product category or The bottom line? The advertising industry realistic and market, marketers must view women as seems less willing to address baked goods, believable w ays. important, desirable, and discerning consumers personal effects, and other typically “female- and treat them that way. oriented” categories with fresh, bold, and inspiring ideas. sex Furthermore, consumers are Women’s newfound willingness aware of marketers’ failings: ” to express their sexuality—as They’re tuning out ads that don’t evidenced by the global popularity present women in realistic and of television programs, books believable ways. and films, such as “Sex and the Based on this research, we’ve City” and “Bridget Jones’ Diary” outlined women’s changing —has given marketers cause to perceptions as they pertain to five reexamine the tone and look of key areas that impact marketing their advertising. to women: money, sex, emotion, Women aren’t afraid of humor, and authenticity. sex, even in TV commercials. When presented with the right money expressions of female sexuality An unprecedented level of financial and independence, they actually independence is perhaps the single flock to it. Marketers shouldn’t most dramatic force changing hesitate to appeal to this part of a women’s lives today. The gains woman—however,they must make women have made in income sure their approach is presented and education are fostering from a woman’s point of view.

B Y L I N D A W O L F

29 emotion Women are just more emotional than men. But while emotion is a powerful tool for women, marketers have to keep an eye on the nuances that tell women whether or Products like laundry detergent Follow the money: Acknowledge how not they “get” it. If the emotion in an ad feels • might not seem conducive to funny women’s new financial strength is affecting wrong or fake, women will reject it immediately. ideas, but females welcome a their buying habits in many key categories. Burnett focus groups around the world said lighthearted approach. In the U.K., Try a new position: Sex sells, but it has to they want to see women as heroes. They • be approached with a distinctly female point want multifaceted, multidimensional women in Burnett created an absurd parody of view. their advertising. Women who are strong and of a soap opera that it called Use emotion carefully: Women will turn determined, yet not stripped of the emotional “Cleaner Close” for Procter & • off advertising that tries to portray emotion core that makes them who they are. Gamble’s Daz detergent. In this first without truly evoking emotion. episode in the series, mum marches Make it funny:Women would welcome more humor • into a nearby pub and confronts her humor in commercials directed at them. Humor is rarely seen in advertising aimed at son about a dingy bra she finds in Make it real: Present women with authentic women, but Burnett’s focus groups and other • characters and situations that they can relate to. research indicates they would welcome more of it. his room. As she lectures his female • When it comes to humor, women seem to be companion about how Daz gets Linda Wolf is chairman and CEO urging advertisers to surprise and delight them.To white clothes brilliant, the camera of Leo Burnett Worldwide. make them laugh. Products like laundry detergent shows the distressed faces of the might not seem as conducive to fresh, funny ideas young man and an attractive female as beer, but when it comes to traditionally bartender. When mum shoves the feminine categories, female consumers would bra into his friend’s face, she welcome a more lighthearted approach. responds, “That’s not my bra.” authenticity

Every marketer has struggled with how to depict Not only do women appreciate ads women in ways that they can relate to, embrace, that capture sensuality and power and accept. This is especially difficult now, when in a positive way, but they are women’s roles are changing so rapidly. If drawn to ads that feature realistic marketers want to build trust and credibility, they must achieve a genuine sense of authenticity. situations where women are naturally Women around the world are changing in and believably in control. In the significant ways, and their evolving perspectives U.K. spot for Heinz Microwaveable on these five key areas in particular must be Soup, a woman gets up from bed Women appreciate ads that addressed by advertisers if they want to as her partner sleeps. She walks capture sensuality and power in a truly connect with increasingly skeptical over to the kitchen where her soup positive way, like this ad for female consumers. As a result, Burnett suggests has been heating—and the timer Black Angel, a Hong-Kong based advertisers follow the following calls to action when marketing to women: goes off in just two minutes. jewelry store. The copy reads: “I admit when I’m kissing James,

I fantasize about Marc. I admit I only want him for his money. I admit that’s why I leave one button too many undone on my shirt front. So?”

30 www.inter-national-ist.com DATA BANK

MOST VIEWED ADS

Five most viewed international ads on AdForum.com for the week of Feb. 21-27. Source: Adforum.com In all, over 83,031 ads were viewed that week.

Client Heineken Client Agency Publicis in New York Nike Country U.S. Agency Wieden & Kennedy Country U.S. 1 2

Client BBC Client Agency Amnesty International Duckworth Finn Grubb Waters Agency Euro RSCG Portugal Country U.K. Country Portugal

Client 3 4 Müller 5 Agency TBWA\LONDON Country U.K.

broadband users spend twice as much time online Source: Interview-NSS EUROPEAN HOMES WITH INTERNET ACCESS AND TYPE, 2ND HALF 2004 80

BROADBAND % 18 75 74 74 NARROWBAND % 70 TOTAL 68 INTERNET 14 66 ACCESS 60 60 56 54 10 52 51 49 51 49 50 48 46 46 44 6 40 41 40 39 37 35 35 35 34 32 32 31 29 30 28 27 27 27 27 26 25 25 24 22 22 20 20 20 19 19 19 18 17 11

10 TOTAL COUNTRIES NORWAY DENMARK SWEDEN NETHERLANDS SWITZERLAND IRELAND U.K. BELGIUM/ LUXEMBOURG FINLAND AUSTRIA GERMANY ITALY PORTUGAL FRANCE SPAIN

32 www.inter-national-ist.com DATA BANK

key automotive marketers and their media agencies

COMPANIES/Brands U.S. EUROPE ASIA PACIFIC MEXICO/ARGENTINA

GENERAL MOTORS UNIVERSAL MCCANN UNIVERSAL MCCANN UNIVERSAL MCCANN STARCOM Opel–Vauxhall, (buying through except (India,Philippines,Taiwan) (Mexico) Daewoo, Buick, GM Mediaworks) INITIATIVE (U.K.) STARCOM (Singapore, Chevrolet, Cadillac, STARCOM Malaysia, Saab China) Hummer, Pontiac (Planning + INITIATIVE out-of-home buying (Cadillac Taiwan) through GM Planworks) ZENITHOPTIMEDIA (Cadillac, Chevrolet China)

TOYOTA ZENITH MEDIA ZENITHOPTIMEDIA except ZENITHOPTIMEDIA except Toyota, Lexus, MEDIAEDGE:CIA (Italy) STARCOM (India) Daihatsu, Scion ICEBERG MEDIA (Spain) THE MEDIA STORE (Australia)

FORD MINDSHARE (Ford) MINDSHARE MINDSHARE MINDSHARE Ford, Lincoln, Land MEDIAEDGE:CIA Rover, Volvo, Mazda, (Lincoln Mercury, Jaguar Jaguar, Galpin Ford, Land Rover, Volvo)

RENAULT-NISSAN OMD CARAT (Renault) CARAT (Renault, Nissan INITIATIVE (Mexico) Renault, Nissan, (Nissan) OMD (Nissan) in Taiwan) MPG (Argentina) Samsung, Dacia OMD (Nissan)

VOLKSWAGEN MEDIACOM (buy & plan MEDIACOM except MEDIACOM except MEDIACOM (Mexico) VW, Audi, Seat, Skoda for VW and buy for Audi) MPG/ARENA (Spain) MAXUS (China) MPG (Argentina) MCKINNEY & SILVER CARAT (Korea) (plan for Audi)

DAIMLER CHRYSLER PHD MEDIAEDGE:CIA MEDIAEDGE:CIA except OMD (Mexico) Mercedes, Chrysler, except OMD MEDIAEDGE:CIA Smart, Jeep, OMD (Mitsubishi in Philippines) (Argentina) Mitsubishi (local buy in Germany; MINDSHARE Mitsubishi in the U.K.) (Mercedes in Malaysia) SPRINGER & JACOBY CARAT (plan in Germany) (Mitsubishi in Taiwan) INITIATIVE (Mitsubishi Malaysia)

PSA PEUGEOT OMD ZENITHOPTIMEDIA MPG (Mexico) Peugeot, Citroën except (China) STARCOM (Argentina) MPG (France & Spain) MINDSHARE (Japan)

HYUNDAI-KIA CARAT OMD ZENITH MEDIA (Australia) (Kia domestic budgets) MADISON MEDIA (India) VIZEUM MINDSHARE (Kia corporate (Hyundai Singapore) international CARAT (Kia Singapore, coordination) Malaysia, Indonesia)

HONDA RUBIN POSTAER & STARCOM (U.K.) STARCOM Honda, Acura ASSOCIATES CARAT (France) CARAT ZENITHOPTIMEDIA MINDSHARE (Italy, Spain) others - FIAT STARCOM STARCOM STARCOM Fiat, Alfa Romeo, (Spain, U.K., Germany) Lancia CARAT (France) FIAT MEDIA CENTER (Italy)

SUZUKI STARLINK BLM (UK) UNIVERSAL (India) MPG Suzuki, Isuzu (broadcast buying) MEDIAEDGE:CIA (German) CARAT (Philippines) (Argentina) COLBY & PARTNERS MPG (France) MEDIACOM, INITIATIVE, (plan) MINDSHARE

BMW OPTIMEDIA CARAT (except U.K.), CARAT CONTROL MEDIA BMW, Mini VIZEUM (Mexico) (buying in the U.K.)

Source: RECMA MEDIAPLUS (Germany)

33 FINDINGS the trust factor

Majority of brands nominated as “most trusted” five years ago have retained their No.1 positions since then

For the first time in the five global brand research and solutions for various usage years since Reader’s Digest indicated its importance by needs, different lifestyles, and began its annual survey of the noting that trust comes up individual preferences.” Fmost trusted brands in as a key factor in decision- Two other brands, Canon Europe, a second brand, making about the purchase of in cameras and Colgate in Nivea, has joined Nokia as a new mobile phone. toothpastes, received quite a “most trusted” in its category “Brands and products are few No. 1 rankings with in all 14 countries surveyed. like yin and yang,” he says. Canon named in nine and The survey represents the “Without a brand that is Colgate in seven.Three brands, opinions of 24,832 adults recognized and trusted, it is Ariel, Miele, and IBM, were from the magazine’s database hard to succeed even when named “most trusted” in five across Europe. products are technically countries each;Aspirin,Avon, In addition to Nivea in superior. On the other hand, L’Oréal, Nivea (cosmetics), skin care and Nokia in mobile understanding and delivering Dell, and Centrum, four phones,Visa also was frequently on consumer needs and countries each, and Pantene, named, ranking No. 1 in 13 wants with easy-to-use, well- Mercedes, Shell, Persil, Coca- countries, losing out only to designed, and reliable products Cola, Hewlett-Packard, Opel, Barclaycard in the U.K. remain key building blocks of Odol, three countries each. Commenting on Nokia’s the Nokia brand.” Global brands continue to fifth consecutive “grand slam,” He says that while this is a dominate categories such as Asta Wallenius, who works in milestone to celebrate,“having automotive, skin care, cosmetics, brand management at Nokia, one of the most trusted mobile phones, credit cards, said the company is “delighted.” brands in the world does not and information technology. He added that the result allow us to stand still. Nokia When it comes to holidays, confirms the company’s own continues to actively develop health, and finances, it’s the local brands that receive the most nominated brands across europe highest vote. Even soft drinks/ 2005mineral waters aren’t as global as might be expected, with NUMBER OF COUNTRIES BRANDS WINNING IN 3+ COUNTRIES Coca-Cola receiving the No. 1 designation in only three 14 NOKIA countries.The category 14 NIVEA (skin care) which consistently year after 13 VISA year ends up with the most 9 CANON changes is insurance. 7 COLGATE Gavin Murray, director of 5 ARIEL marketing & development at 5 MIELE Reader’s Digest, says categories 5 IBM like banks, insurance, and Source: 4 ASPIRIN, AVON, L’ORÉAL, Reader’s Digest those related to health tend to Most Trusted NIVEA (COSMETICS), DELL, CENTRUM Brands 3 PANTENE, MERCEDES, SHELL, PERSIL, be stronger locally because of COCA-COLA, HEWLETT-PACKARD, OPEL, ODOL FINDINGS

country specific legislation or Murray.“They don’t risk their Toyota replaced Volvo in Finland. regulations related to these winning formula, building on In cameras, Minolta industries.Also, holiday companies the relationship they have replaced Canon in Switzerland. are more entrepreneurial, with customers in a consistent In kitchen appliances, often smaller businesses that fashion, proving that trust is Miele re-took the No. 1 spot relate specifically to the needs built up over a long period. in Switzerland from v-Zug. of the local population, and For this reason it’s not easy to In computers, Dell was these often differ greatly dislodge most trusted brands No. 1 in Belgium replacing country by country. On the from their top position.” Compaq; IBM in the Czech other hand, the automotive In the most recent survey, Republic, replacing Intel; and PC categories are more questionnaires were produced Hewlett-Packard in Portugal global because they are more in 12 languages and mailed in replacing Compaq. capital intensive with strong all but the U.K. where the While most of the results barriers to entry and require survey was conducted online. were not especially surprising, economies of scale to maximize Across all countries and all Murray says he would have their sales so their strategies product categories information thought that Coca Cola need to be more global to be for over 114,810 different brands would be most trusted in effective, he adds. was collected and analyzed. many more countries than According to an analysis Some of the changes that three ( France, Spain, and the of the past five years, the did occur in the most recent U.K).The PC category is majority of brands nominated survey included: another that is interesting, he as “most trusted” in 2001 BMW became a most says. IBM does not focus have retained their No. 1 trusted brand for the first on consumers and aims at positions for the past five years. time.This was in Russia business, yet is the most trusted “Building strong trusted where it displaced Mercedes brand in five countries.That brands is a commitment that named in previous four years. does highlight that there is a leading companies take Toyota replaced Volkswagen marketing opportunity for seriously and have been in Switzerland; Opel replaced brands like Dell and Hewlett- focusing on for years,” said Volkswagen in Belgium, and Packard, he says. •

categories with most “multi-country” winning brands

CATEGORY BRANDS WINNING IN NUMBER OF DIFFERENT BRANDS NAMED MORE THAN 3 COUNTRIES AS NO.1 IN AT LEAST ONE COUNTRY

MOBILE PHONES Nokia 1 SKIN CARE Nivea 1 CREDIT CARDS Visa 2 CAMERAS Canon 5 PERSONAL COMPUTERS IBM, Dell, Hewlett-Packard 5 TOOTHPASTE Colgate, Odol 6

Source: Reader’s Digest Most Trusted Brands COSMETICS Avon, Nivea 7 SOAP POWDER Ariel, Persil 7 CARS Mercedes, Opel 8 HAIR CARE Pantene, L'Oréal 8 KITCHEN APPLIANCES Miele 10 PAIN RELIEF Aspirin 11 PETROL (RETAIL) Shell 11 SOFT DRINKS Coca-Cola 11 VITAMINS Centrum 11 WHAT’S IN MY TRAVEL BAG?

THE BAG BY This was a free gift john goodman from a conference we ran in 1999. CEO, INDIA AND SOUTH ASIA I actually picked up OGILVY & MATHER feature a spare, and this is it. Averages two trips weekly to the 12 The first one offices of O&M across four countries collapsed two years in South Asia plus various regional meetings for clients or the network. ago, and this one’s going to do the same soon. After that—help! THE ELECTRONICS inter national ist I read a lot about convergence of devices, Bluetooth, etc. It certainly doesn’t seem to be

a new happening to me! Four different devices, plus my

phone, endless cables THE INDISPENSABLES to link them all up. The bag contains A portable, but messy office. everything essential and never leaves my side. Everything replaceable— clothes, toiletries, etc., are in a checked-in case.

THE TRAVEL DOCUMENTS My Indian resident’s permit, two passports (one valid, one with visas), and a ticket to my next destination.

THE READING MATERIAL Some papers, WPP’s “Atticus” annual marketing journal, some leisure reading (“The Travels of Ibn Battutah” —now there’s a man who must have had a really interesting bag to rummage through) and my Hindi textbook—there to make me feel guilty about not MISCELLANEOUS keeping up with my homework. A wallet with foreign currency, another crammed full of pieces of plastic, some spare visiting cards, and a skullcap. The latter because I like to visit mosques in the places I’m going to, if time permits.

tell us what’s in your bag. send submissions to [email protected]. 36 www.inter-national-ist.com SINGAPORE STAR 2005 SHANGHAI Grey Worldwide 2004 HONG KONG Emphasis Media LONDON National Geographic Society LONDON Dow Jones International BEIJING Grey Worldwide 2004 2004 2004 2003 SINGAPORE Philips Consumer Electronics SINGAPORE Grey Worldwide 2002 2002 LOS ANGELES Ogilvy & Mather 2001 SINGAPORE Procter & Gamble WASHINGTON National Geographic Society HONG KONG Publicitas Promotion Network-Asia CAREER TRACK LOS ANGELES Full Moon Interactive PARIS Dow Jones International 2000 2000 2000 1999 1999 PARIS Frost & Sullivan 1998 LONDON Frost & Sullivan LOS ANGELES Grey Worldwide 1997 HONG KONG Bass Hotels & Resorts 1993 WASHINGTON National Geographic Television LOS ANGELES Scott/Lancaster/Hershfield 1996 1991 1995 CORBANESE, ITALY Irinox S.R.L. BOMBAY Procter & Gamble 1995 1995 LOS ANGELES/ SAN FRANCISCO BBDO SAN VENDEMIANO, ITALY Peralp S.P.A. MEDIA, PA. Franklin Mint 1988 SAN FRANCISCO Hall Riney & Partners HONG KONG Tomakamai 1994 1994 1984 1993 DUBLIN Audi Motor Volkswagen Distributors 1990 BOSTON Hill, Holliday, Connors, Cosmopulos 1983 General Manager-International Advertising General Manager-International NEW YORK Needham, Harper & Steers , DUBLIN & Sons JC Walsh 1979 1987 Grey Worldwide, Director-Client Services Director-Client Grey Worldwide, Dow Jones International, Advertising Group Head PITTSBURGH Ketchum Communications STAR, VP-Advertising Sales & Distribution, South East Asia STAR, 1976 Shanghai WASHINGTON, DC WASHINGTON, Ketchum Communications London National Geographic Society Emphasis Media, Senior Marketing Director 1975 Singapore London LOS ANGELES Ketchum Communications 1971 Hong Kong PITTSBURGH Ketchum Communications Declan MOORE Sam HERSHFIELD Claudio PIOVESANA Gautam KIYAWAT Kitman MAK 1967

Send your suggestions for people whose careers have taken them around the world to [email protected]. PEOPLE AND PLACES

PARIS Event: "Changing Lives: A Pan-European Perspective" presented by the IAA-France with the Future Foundation. (All photo identifications from left.)

1 Neil Holland, Accenture; Eric Stevenson, Hewlett-Packard.

2 Mark Gordon, Simpay; Hein Becht, Scan Management Consultants. 1 2 3 Elliot Polak, Text Appeal.

4 Valentina Buonumori, nVision Europe.

5 Olivier de Montchenu, EuroNews; Werner Schopff, TBS France.

6 Janez Damjan, Sartes Consulting.

7 Paul Bay, 3 4 Citizenbay; Michel Siegfried, National Geographic.

8 Ronnie Eide, Re:media; Maebh Quoirin, Future Foundation.

6 5

42 www.inter-national-ist.com PEOPLE AND PLACES COMING EVENTS JUNE 19–25 IAA New York Luncheon 52ND INTERNATIONAL ADVERTISING FESTIVAL NEW YORK PLACE: Palais des Festivals, Cannes Event: Tom O’Toole, Hyatt Corp. RESERVATIONS: www.canneslions.com speaks on “Managing Brand Delivery or 44-(0)20-7239-3400 on a Global Scale.” (All photo identifications from left.) PRICE: Various ranging up to full registration at €2,093 including VAT

JUNE 22–23 Jay Linden, CNBC International; ONLINE MARKETING EUROPE Naomi Bradford, BBC World; 2005 Tom O’Toole, Hyatt Corp.; PLACE: Congress Palace Palma, Simon Davis, CNBC International. Palma de Mallorca RESERVATIONS: www.ome2005.com; fax: 34-971-72-30-27 PRICE: Susan Goldfarb, €49.90 plus 16% VAT for exhibition; The Wall Street Journal; €129 plus 7% VAT for Gala Dinner; Marty Shapiro, CNN International. €99 plus 7% VAT for closing party

JULY 21–22 Mark Krawiec, CREATIVITY WITH Financial Times; CONSUMERS/CUSTOMERS/ Carl Cohen, EXPERTS Starwood Hotels; SYNECTICS CREATIVITY Jonathan Chaffin, Financial Times. WORKSHOP PLACE: London NEW YORK RESERVATIONS: [email protected]; Event: “Top Five Trends from the European Union in 2005,” organized by 44-207-616-9797 American Business Forum on Europe. PRICE: £1,450 plus VAT (All photo identifications from left.)

SEPTEMBER 29 2005 EACA EURO EFFIES 1 Anne Fasty, United Nations; AWARDS GALA John Zinder, European-American 1 Business Organization; PLACE: Le Plaza Hotel Theatre, Deborah Malone, inter national ist; Brussels Christopher Matthews, European Union. RESERVATIONS: www.euro-effie.com € PRICE: 150 plus VAT 2 Christine Levite, American Express; David Pare, Bowne.

3 Marisol Rocha, Association of National Advertisers.

4 Susan Savel, Ad International; Henry Meyer-Oertel, ABFE; Glenn Lombino, DigitaltoPrint .

2 3 5 Penny Scott, Time International; Arthur Anthonisen, Hudson Valley 4 International Trade Association. 5

44 www.inter-national-ist.com Looking for spectacular winter scenery for a photo shoot? Hub Culture

offers these observations after an Antarctic expedition charting the Climate-wise, you need effects of global warming and climate change in the polar region. great, strong outerwear for a visit, as temperatures can be Let’s face it, the world is a of the most gorgeous place to scout for safety. Logistics can extreme. A recent Hub Culture competitive place, and it’s getting never seen by the masses. be difficult, but there is one expedition was supported by only more so. When it comes to What cachet! The polar south contact who can walk you 66 NORTH (www.66northus.com), the ultimate destination for that has light you could never buy, through what you need to know an Icelandic maker of outerwear big multimillion dollar campaign slanting in rays on ice to create and where you need to go. and extreme weather clothing. requiring frosty vistas, Everest mirages and vistas no computer His name is Alejo; he has a very When to go? Winter is nearly Base Camp just doesn’t simulator can match. It’s heaven, long beard and is an explorer impossible, but in summer from cut it anymore. What's an ad only colder. Your main views will November through February, the

from hubculture.com in every sense. He is reachable production team to do? be of the sea, ice, penguins, only by intermittent satellite days are long. Remember that in Why, head south, of course, to orcas, and falling icebergs, all phone as he spends his time the weeks surrounding the winter that last great untouched images of extreme cold, perfect “on the ice,” but his main man solstice there is no night, so if destination: Antarctica. Barren, for that ice cream shoot. is Nicolas Pivcevic at Aerovias you are going for the stunning desolate, a logistical nightmare, Scheduling time on land for DAP, a transportation company polar sunsets or auroras, you and frighteningly expensive, it’s shooting and filming requires in Punta Arenas, Chile, which will have more luck early or late the perfect place to justify those months of planning and more can help plan the logistical in the season. Final caution: inflated production budgets and than likely, private helicopter side of your visit. You can don’t fall in the water...your a four-week shoot schedule! transfers on and off the ice, with reach him at 566-122-3340; campaign will be gone in 60 The reward will be footage guides and other professionals [email protected]. seconds, and so will you. •

The coast of Antarctica is made up of

large ice shelves that drop precipitously

to the sea. Glaciers have receded by up

to five kilometers in the last 20 years, a

visible sign of global warming.

Twenty years ago, areas such as this on the

Antarctic fringe were almost always covered

with snow; today because of global warming,

they are often bare for a few weeks. Stan Stalnaker E X TE X R A

46 www.inter-national-ist.com The Chilean military base

O’Higgins is one of the only

outposts on Antarctica.

The ultimate cool destination for that frosty photo shoot, Antarctica offers stunning vistas.

Trees are not abundant,

but bird life and sea life are.

Stan Stalnaker led on-site scientific interviews

and filming sessions for Hub Culture’s expedition

that was hosted by the Chilean government,

whose snowcat can be seen behind him.

47 Darling, it’s time for that jet set frou-frou French ooh-la-la thing to come back en vogue, because all this French bashing is very passé. with sandals and dark Valentino The French are totally a la mode at the moment, and that augurs well shades will do just nicely for males. As mentioned before, you may for the Monaco Grand Prix, Cannes Film Festival, and other events in see people spraying champagne the sunny Riviera, including the Cannes Ad Lions, also on the way. into the pool, onto the beach, and at anyone reasonably cute. you cannes do it acceptable to stay in Nice or the sea, see, scene There is no reason to indulge in You’ve secured your VIP access Bangladesh or the next closest When in Cannes, we take all our such behavior yourself, as it’s at the American Pavilion, scoured town with available rooms. meals at Farfalla. Located on the very nouveau. Instead, donate a the VIP room at Bungalow 8 NYC If they have rooms, it means no Croisette across from the Palais, small sum to charity and lie back for an in to the Hotel du Cap, one wants to be there, and it is packed with cool urbanites on your Hermès towel feeling from hubculture.com and now you’ve just got to get you are not trying hard enough. and good music. It just has that good about the wonderful things your ticket before jetting off to Acceptable nearby locales do something that the other restaurants you are doing in the world, Cannes and la vie VIP du include Cap Ferrat, Juan-les- don’t. The owners are fabulous: ignoring the irony of your towel Méditerranée! Pins, Antibes, and Mougins. Christian and his brother have costing more than some sub- But wait, quel horror! There Conversely, staying up the coast been running it since whenever. Saharan annual incomes. are no flights?! No flights! This at the Hotel du Cap is worth They are very nice to their friends is typical of France; do not panic. the distance because you are and even civil to people they taking it all in Normally you fly to Nice, staying at the Hotel du Cap, don’t know, a rarity in the south Back in Cannes, when everyone which can accommodate seven and thus allowed to be late for of France. The food is great too, else is showering, take a nice passengers only, so you are everything. “Traffic, you know, especially the beef tartar. There stroll down the beach, past the

likely to find no availability on Hotel du Cap,” will suffice as www.grand-hotel-cap-ferrat.com If you end up in anything, including that orange an excuse for the whole week airline Easyjet with flight under all circumstances. Cap Ferrat, Club attendants in baggy jeans. So If you get a hotel in Cannes, Dauphin at the your next best option is to the power structure is around Grand-Hotel du commandeer a private ride on the InterContinental Carlton, Cap-Ferrat offers Netjets. This is best done by the Martinez, the Noga Hilton, spectacular views sucking up to someone you met and the Majestic. If you need to overlooking the last year at Cannes, but if it’s do an event, know that the pool stretching your first time, try flying to Carlton will annoy you and do far into the it half right, while the Martinez Marseille instead. A taxi to Cannes Mediterranean. is only about €300 and two hours is a bit more chic and pricey; of Gauloises fumes, but it is go to the Noga Hilton only if are other places to go, but really, clowns and corporate touts, money you would have spent on you work for Intel and like bad just let them hook you up on the flying banners, and branded Cristal sprayed into the pool at lighting. It's very blah-corporate. inside dinner track. Relax, it’s taxis as the sun sinks into the Nikki Beach Club, so no real loss. The truly chic take villas Cannes, you don’t want to look ocean behind a sea of Arab and apartments in the hills like you are trying too hard. yachts. Think to yourself about playing the rooms field along the coast or around the Should you have time, take the romance of the Riviera and Upon arrival in the south of Croisette. Philippe Marmayou the gin palace over to Nikki all the glamor of the past, France it is very important to is the one to call on that front— Beach or Club 55. Novices, you Bridget Bardot and all of that. understand the intricacies of his real estate holdings are must pronounce the latter as Then realize this: Today Cannes where you stay. Most activities slim, but he knows everyone. “Club Sank-on-Sank,” or you’re is Europe’s Vegas. More take place in and around the His apartment rents for $500 a finished. This is where everyone expensive. Just as corporate. Palais du Festival, a giant triangle night (a bargain!), is small goes for rosé in the afternoon Nearly as cheesy. But somehow, of a building that blocks traffic with a great terrace and weird with a huge fruits du mer— like Vegas, it’s a required stop. at the end of the Croisette. Do keys. It’s an adjustment from enough seafood for the mob. For Make the most of it and be not under any circumstances hotel life, but worth it for the females, uniforms are bikini, frou-frou for a week, but buy assume that because all Cannes balcony views. Reach him at bling-jewelry, and towering high your towels beforehand, since hotels say they are full that is 336-2545-5799. heels with see-thru wrap; suit the Euro is like, crazy high. • YOU CANNES BELIEVE IT! YOU

www.hubculture.com is in the know on the places where 48 www.inter-national-ist.com members of the global society stay, eat, shop, and play.