CPG companies are missing the mark in Africa

Earlier this year, I had the privilege of attending AdWeek EU in London during a rare sunny week in April. Being a university student, I had wide open eyes and ears for this experience. I took tons of notes, but one individual stood out more than the others. Sure I may have been lucky to have met and talked to Maurice Levy, CEO of Publicis Groupe, but he wasn’t the one who inspired this post. I was fortunate to sit in on a session called the “Megatrends of Advertising”, keynoted by Leo Johnson from PwC.

The sad reality is that our capitalistic advertising culture found in developed economies can no longer support itself.

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8 years ago

359

Michael Cacho

Global, Marketing, Markets

advertising, adweek, africa, cacho, cpg, cpgs, economic, growth, kenya, marketing, megacities, michael, nairobi, north america, population, supercities, supercity

Two months later, has Netflix managed to seduce the French?

As a Canadian, I still remembered the fanfare that Netflix got when it entered Canada. But to this date, the available selection still isn’t the same as the American offering, for obvious licensing reasons.

Find out what is happening in France...

9 years ago

325

Michael Cacho

Global, Marketing

america, article, baguette, bike, blog, bouygues, cacho, canada, france, francois, french, global, hbo, hollande, house of cards, michael, michaelcacho, movies, netflix, paris, streaming, television, velo

Tangerine launches their rebrand into innovative banking

“ING Direct?” It sounded complex, limiting, elitist, and the ING part made it scream suits, ties, and all the bureaucracy in between.

….then Tangerine happened. The new name and logo can be associated with positive energy and positive feelings all around. And after all, who doesn’t like tangerines?

The rebrand from ING Direct to Tangerine has now entered its official launch, and all the covers have been pulled off revealing Tangerine’s new brand identity. Where was the problem with ING Direct?

Find out

10 years ago

512

Michael Cacho

Branding, Marketing

advertising, bank, banking, brand, branding, campaign, canada, consumer, demands, design, fruits, ING, ING Direct, innovative, logo, marketing, name, peter aceto, rebrand, redesign, scotiabank, suits, Tangerine

UNICEF’s new campaign keeps you off your smartphone

UNICEF, in collaboration with Giorgio Armani has launched an addictive (or not so addictive shall I say) mobile campaign that prevents you from using your smartphone. For every 10 minutes that you don’t touch your smartphone, sponsor Giorgio Armani will provide one glass of water to children in need.

Try out the campaign

10 years ago

488

Michael Cacho

Campaigns, Marketing

aid, campaign, children, giorgio armani, mobile, poverty, social, sponsorship, tap, tap project, unicef, water

Top 5 Online Marketing Campaigns of 2013

#5 Photoshop Live – Street Retouch Prank (Adobe):

Pedestrians waiting for a bus were treated to a live personal Photoshop session that had them baffled. The usual bus shelter’s ad poster was replaced with an LED screen and a camera linked to a nearby van where a team of graphic designers and photo editors were seated inside manipulating the pedestrian’s photos as they waited for the bus. This definitely showed off Adobe Photoshop’s tools in a fun way, and the video went viral within minutes.

See the next 4 campaigns...

10 years ago

416

Michael Cacho

Brand Value, Campaigns, Marketing, Social Media

5, adobe, advertising, agency, beauty, beer, border, brands, bus, business, campaign, canada, coca-cola, conflict, culture, dove, dropped, five, free, Heineken, india, international, live, machines, marketing, media, ogilvy, online, pakistan, photoshop, plugin, real, retouch, shelter, sketches, small world, smallenfreuden, social, social media, top, toronto, travel, unilever, video, viral, visa, youtube

Le nouveau marketing d’aujourd’hui qui deviendra la norme de 2014

Le 2014 nous approchait avec un changement significant du façon que les marques nous communiquent. Traditionnellement, les marques les plus puissantes du monde ont utilisé le marketing pour vendre des produits et des services directement aux consommateurs sur le marché. Mais, ces tactiques sont choses du passé. Aujourd’hui, le consommateur est le point central d’une nouvelle tactique de marketing. Elles ont arrêté avec la publicité qui accroît la connaissance des fonctions d’un produit.

10 years ago

532

Michael Cacho

Brand Value, Marketing, Social Media

2014, branson, communication, consommateur, équipes, façons, goodson, group, l'avenir, marketing, marketing mouvement, marques, méthodes, mlse, movement, richard, scott, toronto, virgin

The iPhone 5C doesn’t mean cheap, it means luxury

Take a look at what Ewan Spence of Forbes posted earlier last week, shortly after Apple’s iOS7 keynote that introduced the new iPhone 5C and iPhone 5S.

The iPhone 5c is a smart piece of portfolio management, marketing, and design. Expect it to be one of the fastest selling iPhones in history.

Ewan Spence

Spence says that introducing a new, low-budget iPhone that is priced significantly lower than Apple’s flagship product builds on Apple’s character of being a luxury brand. I couldn’t agree further,

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11 years ago

524

Michael Cacho

Brand Value, Branding, Marketing

$99, 5c, announcement, apple, brand, carrier, cheap, color, colours, cost, ewan spence, forbes, free, ios7, iphone, iphone 5c, luxury, marketing, michael cacho, phone, price, subsidy, tim cook, value

3 Ways to Sell the 2014 FIFA U-20 Women’s World Cup

I was recently challenged on Twitter by Ingrid Green (@Ingridium) to come up with a plan to market the 2014 FIFA U-20 Women’s World Cup. Ingrid Green is an avid supporter of women’s soccer in Canada, and is someone who you should all follow in the lead-up of to both the 2014 U-20 and 2015 FIFA Women’s World Cup tournaments.

FIFA U-20 what? Yup, that’s the problem. Canada is playing host to a world-class soccer tournament next year, in preparation for the 2015 FIFA Women’s World Cup, which we are also a host to. The problem is that word of the U-20 tournament is a rare find. Here’s how they can fix that:

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11 years ago

521

Michael Cacho

Branding, Marketing

activation, association, canada, canadian, cbc, countdown, csa, edmonton, fifa, grassroots, green, ingrid, ingridium, local, marketing, michaelcacho, montreal, national, sales, sell, soccer, soccer clubs, tickets, toronto, tour, tournament, u20, vancouver, women's, world cup, youth

5 ways LinkedIn will rule the world

The LinkedIn brand is growing, as it is secretly redefining professional connection, creating next-gen marketing tools, and attracting a younger generation of users.

Get the 5 points

11 years ago

349

Michael Cacho

Brand Value, Marketing, Social Media

5, advertising, b2b, biz dev, business development, content, execs, facebook, features, founders, groups, INSEAD, instagram, LinkedIn, mark zuckerberg, marketing, network, new, over, pages, points, professionals, recruiters, reid hoffman, school, social, startup, taking, tools, university, ways, world

Heineken plays (and fails) at Departure Roulette

Heineken has released a new series of television spots targeting the adventurous. However, there is one television spot, although creative, that that falls outside of their brand. Their Departure Roulette ad shows an electronic board being set up in an airport terminal, with a large red button beside a row of letters that will continue to flip until your destination city is chosen. Above this, the text “Drop everything. Push button. Commit to [City Name]:” is displayed.

But here’s the problem,

11 years ago

743

Michael Cacho

Branding, Marketing

advertising, airport, awkward, brand, branding, campaign, departure, failure, Heineken, marketing, opinion, roulette, spot, sprott school of business, surprise, television, travel, trevor smith, tv