Archive for January, 2010
Congratulations to Rikki Boyce, the 2010 Memphis Ad Fed Silver Medal recipient. The Silver Medal is the highest honor awarded to a local advertising professional that has given years of service to the community. Pictured above are previous Silver Medal recipients with Rikki.
Rikki Boyce is a worthy recipient. As co-workers for years at Sossaman Bateman McCuddy, later Sossaman + Associates, she was not only an extremely talented writer, but also passionate about the business and the community. Fortunately, we still work together with clients needing advertising copywriting and media services.
This is the video announcement of Rikki Boyce as the recipient of the 2010 AAF Memphis Silver Medal.
During her speech at the award ceremony today, she says of her years of advertising and community service, “It’s always something exciting and something new.”
Currently, in addition to being a copywriter, she also writes about books. “I get paid to be an award winning professional advertising writer and consultant but decided that showing my ad work on line wasn’t near as much fun as writing and celebrating books. After all, reading inspires my writing, so what could be more natural?” according to her website, Indelible Inc.
Rikki and her husband Bill have become world travelers. She writes about her international adventures for the Commercial Appeal.
Update 1/29/10 The Commercial Appeal story. And Rikki’s speech taken by Bill Boyce.
The chart below shows the Memphis radio stations and the Fall 2009 Arbitron radio ratings. There are 5 demographics for each radio station listed as well as the station’s format. Compare these ratings to the Summer 09 ratings posted on 11/10/09.
|Memphis Radio Monday-Friday 6am-7pm|
|Fall 2009 Arbitron Average Quarter Hour Ratings|
|Station||Format||AQH RTG||AQH RTG||AQH RTG||AQH RTG||AQH RTG|
|Fall 2009 Arbitron|
Memphis based FedEx is in the midst of debuting a new ad campaign during the College Football Championship Bowl series. The ad campaign “We Understand” which was launched last year has 5 new spots that began airing in the 2010 Sugar Bowl on January 1, 2010. You can view all of the FedEx spots here.
In this MediaPost story, Steve Pacheco, managing director of advertising at FedEx said, “the new spots, which were finalized last month and debuted during the broadcast of the Sugar Bowl, will continue through the Bowl schedule this week and ramp into our regular broadcast schedule, which is heavy on cable and sports news. Our philosophy has always been that we use mass reach media as sort of air cover for all other messaging we do.” Pacheco adds that each commercial focuses on a specific FedEx product and has a call to action to the “We Understand” Web site.”
Brandweek’s Q & A interview has Pacheco explaining the advertising strategy for this year’s campaign.
“BW: What’s your advertising strategy for FedEx this year?
SP: You’ll see part of it with this campaign. The key word is integration. Obviously, all of the ad messaging we’re doing is going to be completely integrated. Each of these five, 30-second TV commercials ends with a call to action. [For instance], we understand you want to grow your business internationally. And, whereas we used to have just FedEx.com, now we’re driving people to a vanity URL: FedEx.com/we understand.”
In this same interview, Pacheco explains why they have opted out of advertising in the 2010 Super Bowl for the 2nd year.
“BW: FedEx is sitting out the Super Bowl again this year. Was that a tough decision to make? Did not advertising in the Super Bowl last year significantly hurt the brand?
SP: It was the right decision at the time. Like everyone else, we had a very tough year last year in light of the events in the economy [and its impact on] our business. Specifically, we made the decision to stay out of the game for the first time in 12 years. That was due to cost constraints, obviously. So, I don’t regret the decision.”
“This year, we’re out for a little bit of a different reason. There is a new [way of thinking] in America and beyond where folks are sort of reexamining events. It’s been called the “reset economy” to some degree, and so, we’re giving every marketing investment greater scrutiny than before. In this case, we want to leverage the FedEx Orange Bowl investment in a more powerful and impactful way, [to the point where] we’ll be well served not to have advertised in the Super Bowl, and to have our own Super Bowl with the FedEx Orange Bowl.”
Read Steve Pacheco’s blog post where he explains more about the 2010 FedEx advertising campaign.
Update: 1/6/10 MediaPost reports that AT&T U-verse will begin offering local ad insertion opportunities this year. ”For U-verse, marketers apparently would be able to thread ads into homes in the approximate 120 markets in 21 states. It will resemble what cable operators offer advertisers for local spots on the cable networks they carry.” So far, I have not found any sales contact or detailed advertising information for U-verse cable advertising.
Original Post: 8/16/09 According to the Commercial Appeal, “Beginning Monday, AT&T enters the local market with its U-verse package, which is set to compete with Comcast and satellite providers DirecTV and Dish Network.”
The Memphis Business Journal quotes Bryan Klamer, general manager of home solutions for AT&T Tennessee, “Cable has been the only game in town for too long, and we’re excited to change that today in Memphis,”
What about opportunities for local advertisers? Before advertising will be a consideration with U-verse they must build a substantial subscriber base. Currently, Comcast Spotlight offers local advertising opportunities on a multitude of cable networks in Memphis and the Mid-South. Dish Network and DirecTV offer national advertising, but not local.
If AT&T U-verse becomes a dominant TV player in the Mid-South, I’m sure they will add another revenue stream by allowing local advertisers to reach their subscribers through advertising. But for now, let’s see how Memphis welcomes AT&T U-verse to the market and if they will lure the Comcast subscribers to U-verse.