Magazine article Marketing

Adwatch 14.10.09: Sky

Magazine article Marketing

Adwatch 14.10.09: Sky

Article excerpt

The execution is serviceable, rather than an inspiring call to pay for Style & Culture Pack.

There's an old rule in broadcast marketing: content builds brand. Exposure drives expectation; expectation drives exposure. And so it goes. It's this faith in content that makes most channel marketers wary when it comes to playing out a brand story. Established wisdom yells that the 'sell' should never get in the way of the 'tell'.

Yet, what happens when the old model falters, when you build great schedules and programmes, but still no one comes? No one comes because they didn't know or didn't want to know you were on, for myriad reasons. In this context, and with reduced budget, marketing remains charged with capturing young, upmarket eyeballs, and, no matter what the boardroom says, volume of profile reigns over profile alone. The role of marketing changes. Now, it has to work harder; play differently, in a fashion that disregards the classic textbook response: talent first; story second; logo third. But, different how?

Well, let's have a look at this latest Sky Arts spot. To what extent does it shake up the old maxim? And, more importantly, feed the brand?

It features Derek Watkins, a trumpet professor. He's solid, a session musician of note, who gently sells you the latest instalment of Sky's Style & Culture Pack. All's well, although his sell creaks a little when it comes to 'diversity' and 'cost'. Nonetheless, I don't mind it, and I suspect it will contribute well to a business in its rapacious final quarter; one that's churn-reticent and keen to deliver messages that chime more firmly with an endurance-seeking brand. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.