Make Them Look Cool

Every one of us has probably belonged to a fan club at one stage in our lives. As a child of the eighties, I’m familiar with the agony of waiting for an autographed photo to drop through the letterbox.

The chances are, the photo wasn’t authentically hand signed, but merely a duplicated print. But it didn’t matter. If the celebrity was current, it meant real bragging rights at school.

Fast forward to 2013.

Social platforms now give us the ability to communicate with any celebrity at the touch of button. No waiting for that duplicated photo to drop through the mail. Now we can actually have a conversation. What used to be a one-directional monologue (controlled by a PR department) has become a dialogue (with the real star themselves). Read more

Your Customer is the Hero

Back in the early 1950s, the tobacco industry had started to focus on the development and promotion of filtered cigarettes. This was mainly in response to scientific data that proved smoking was indeed harmful to human health. One brand in particular – Marlboro, started to be sold with filters. The knock-on effect was that Marlboro began to be viewed as a cigarette for women, much to the dismay of the brand’s owner Philip Morris.

Motivated by making Marlboro more universally appealing, Philip Morris tasked its advertising agency Leo Burnett to create a new image. An image that would reinvent Marlboro for a wider market.
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