Jan 08: Themes of 2007
For each new day in the diary, fresh themes arise that provide stimulus for professional services companies to communicate their thought leadership to the brands that spend money. Here we've summed up some of the themes of 2007 - full details can of course be found in the Pearlfinders Archive.
January had a huge number of media industry stories in the business and marketing press. We provided 47 new business reports in that month to subscribers on developments in this sector, including: -
· New political tabloid The Politico to launch: We spoke to the Associate Publisher & Editor, who was "open to creative ideas" as to how the publication could tap into the money flowing through Capitol Hill (see Pearlfinders US 01.12.07)
· CBS Corporation was looking towards digital platforms in order to secure its future as a broadcaster at the cutting edge of technology. We spoke to VP Marketing - CBS Radio, who told us that "leveraging of web and digital opportunities" was key to its success and the company was devoting significant resources to achieve this
In February, subscribers received 23 new business reports focusing on the Leisure sector. One theme that emerged was the marketing challenges and objectives of US sporting associations, including: -
· The NBA: The NBA appointed a new EVP of Marketing & Communications in February. We flagged up his contact information, and found that he'll be responsible for embracing new media platforms and driving the association's international expansion (see Pearlfinders US 02.06.07)
· Major League Baseball: Pearlfinders received an incoming call from the League's VP of Business Public Relations. She told us she outsources one brief per year - comms support for the League's yearly fan event - Fanfest. She invited agencies with impeccable comms creds in the cities for the 2008 and 2009 events to get in touch with her (see Pearlfinders US 02.21.07)
· NFL: We spoke to the League's International Marketing Director, who told us the NFL has significant global ambitions and the aim is to make it a top-five global sport. We were told the UK was the main target for 2007, with the League's first regular season game to be held in London. This was being promoted - we were told - through a mixture of above- and below-the-line activities including events and PR (see Pearlfinders US 02.01.07)
· NHL: We had a discussion with the League's Group VP of Corporate Marketing, who explained the league is focusing on reinvigorating its profile following the 'lost' 2004-05 season. Three agencies are working with the NHL for a mixture of brand strategy, digital marketing and market research assignments (see Pearlfinders US 02.01.07)
In March, access to motor industry executives included discussions with: -
· Hyundai Motor North America's Chief Operating Officer
· General Motors' General Manager of Communications
· Porsche's Public Relations Coordinator
· Aston Martin's Marketing Communications Manager
· Nissan North America's Marketing Communications Manager
· Subaru of America's Director of Marketing Communications
Among other things, April's Pearlfinders issues delivered reports flagging up the trend for 'social news' websites, which have emerged as a staple part of web 2.0 and are the new darlings of Silicon Valley VCs. One such venture is Redditt, acquired by Wired in October 2006. We spoke to Director of Marketing - Wired Digital who told us the "tech minded" nature of Wired and Reddit's user base means they have to be careful not to overexpose and conduct too much promotional activity. Nevertheless, we uncovered possible opportunities for agencies specializing in facilitating partnership marketing (see Pearlfinders US 04.17.07)
2007 was of course the year when social networking became a staple part of a marketer's vocabulary. Today, you'll find agencies specializing in developing applications for Facebook, and harnessing the potential for brand advocacy (or danger of brand criticism) on social networks is a key challenge for today's marketing executives.
· MySpace: We spoke to MySpace SVP for International Operations about the company's plans to roll out local versions of the site in Latin America and Brazil. He told us localization work for international expansion is key - global users have diverse tastes when it comes to socializing online. Market research into local web browsing behavior is a key procedure to introducing the site into foreign markets (see Pearlfinders US 05.01.07)
· Twitter: Twitter is essentially an instant messaging service allowing users' thoughts to be published and seen by other community members. We spoke to the company's Co-Founder who explained he was open to approaches from agencies who can "open all the channels" (see Pearlfinders US 05.01.07)
As the summer arrived, Pearlfinders spoke to senior decision-makers at global apparel companies and fashion retailers. 37 reports on Apparel / Retail companies landed in your inboxes throughout June including: -
· Guess? Marketing Manager, discussing the chain's international expansion strategy (see Pearlfinders US 06.20.07)
· Tom Ford Marketing Director - North America requesting to be contacted by agencies with luxury marketing / fashion apparel creds (see Pearlfinders US 06.12.07)
· Versace Advertising Manager telling us of plans to reinvent the brand (see Pearlfinders US 06.05.07)
· Gap VP Global Store Design wanting to hear from those at the cutting edge of the industry (see Pearlfinders US 06.15.07)
July saw a swarm of innovative upstart companies - from Internet TV, to online filmmaking, to low-risk tobacco products, to a device which allows bras to be washed without getting tangled in a machine's spin mechanism: -
· Angel Sales: The parent of the BraBaby device for use in washing machines. We had an in-depth conversation with the company's VP - also the creator of the product. She discussed the product's target market, current marketing plans and possible openings for agencies (see Pearlfinders US 07.06.07)
· Star Scientific: A pioneer in the industry for smokeless tobacco products. We spoke to the company's VP Sales & Marketing who spoke about the potential to bring on marketing and PR support as the business expands its footprint in different regions of the US (see Pearlfinders US 07.12.07)
· Veoh: An operator of Internet television. We spoke to the company's SVP Marketing. She highlighted that she's receptive to offers from innovative new media / digital marketing specialists (see Pearlfinders US 07.30.07)
· The Daily Reel: Operates a platform for those interested in filmmaking and online content. We spoke to the company's CEO who said agencies specializing in new media / digital / viral marketing should build relationships with him to be in with a shot of picking up work when marketing budgets emerge (see Pearlfinders US 07.24.07)
In August, we delivered 13 new business reports on the CPG sector. One issue here jumped out - the need for drink manufacturers, both alcoholic and non-alcoholic, to innovate in the face of increasing competition and changing consumer preferences: -
· French Winemaker Cordier Mestrezat Grands Crus was rolling out a range of premium wines in Canada - in cartons. We spoke to the company's Export Director who outlined the key challenges of breaking the market (see Pearlfinders US 08.28.07)
· InBev reviewed its global creative account for Becks (see Pearlfinders US 08.13.07).
· Coors Brewing Company was creating a subsidiary known as AC Golden Brewing - focusing on high-end 'craft' beers amid changing preferences in the consumer marketplace (see Pearlfinders US 08.31.07)
This fall saw the start of a string of new business opportunities for agencies specializing in working with luxury brands: -
· We spoke to the CEO of electric boat manufacturer Lear Baylor who discussed her aims for 2008 and opportunities for agencies (see Pearlfinders US 09.27.07)
· Israeli diamond trader Leviev launched a New York store - we spoke to the company's Marketing Director who spoke about its clients and plans moving forward (see Pearlfinders US 09.13.07)
· XOJet is a private-jet company looking to tap into the burgeoning market for executive travel. We spoke to the company's Chief Marketing Officer who was interested in hearing from agencies that understand the "language of business" (see Pearlfinders US 09.05.07)
October delivered you 205 reports on new business, 16 of which contained opportunities in the retail industry. Among others, these included: -
· Department store Kohl's unveiled an ambitious expansion plan to open 566 new stores before 2012 - the Director, Store Design & Planning told Pearlfinders hows he selects prospective suppliers (see Pearlfinders US 10.04.07)
· We had an incoming call from a Senior Director of Procurement at Home Depot, explaining how agencies should look to get on her radar (see Pearlfinders US 10.29.07)
· At grocery wholesaler and retailer Nasa Finch, we spoke to VP of Sales & Marketing who told agencies what to do if interested in working with him in the future (see Pearlfinders US 10.17.07)
In November, the IT sector was prevalent - 17 opportunities landed in your inboxes: -
· Internet security software provider McAfee acquired ScanAlert to boost its software offering - we spoke to ScanAlert VP Enterprise Sales who offered advice for prospecting agencies (see Pearlfinders US 11.01.07)
· Upstart email management software company Seriosity advised Pearlfinders subscribers he's receptive to agencies with tech experience and innovative marketing solutions to the challenges he discussed (see Pearlfinders US 11.28.07)
· AMD sought a consumer PR agency for a large-budget brief - we spoke to a decision-maker involved in the search. It was too late for this opportunity, but she told us exactly what agencies targeting AMD should be doing in their outreach (see Pearlfinders US 11.15.07)
The final month of the year saw some interesting information on the pharmaceutical / medical industries arrive in your inbox. At the time of writing, we've spoken to: -
· Regeneron Associate Director of Corporate Comms (see Pearlfinders US 12.03.07)
· Adams Respiratory Therapeutics Senior Manager IR & Corporate Comms (see Pearlfinders US 12.12.07)