Magazine article Marketing

Video Industry Rethinks Its Campaign Strategy

Magazine article Marketing

Video Industry Rethinks Its Campaign Strategy

Article excerpt

The video industry's controversial 10m pounds generic campaign will continue - but possibly without its ad agency Young & Rubicam (Y&R).

The campaign's future lay in the balance last week after the shock departure of RCA/Columbia and its managing director Cees Zwaard -- chairman of the British Videogram Association (BVA) committee which organised the advertising.

But Warner Home Video, Guild, CIC, Fox Video, Virgin Vision and First Independent have agreed that the five-month-old marketing campaign must go on.

Zwaard resigned claiming the campaign had become preoccupied with promoting new films and lost sight of its original ideal of generically pushing video as a medium.

But two weeks after his departure there are still differences of opinion about what form the collective backing should take. Policy will be thrashed out in a special BVA meeting this week.

The most radical proposal, backed by Guild and Warner Home Video, is to advertise solely on BSkyB. …

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