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Carlton has a new advertising agency
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Author:  JohnM [ Mon Aug 29, 2011 2:27 pm ]
Post subject:  Carlton has a new advertising agency
It's OgilvyOne.

They're an offshoot of Ogilvy & Mather, and specialise in direct marketing and customer relationship marketing.

Previous agencies that have worked with the club (as far as I can remember) have been pretty much appointed on price (ie, very very cheap or free) and haven't really had the expertise or experience to do the job properly: just a slogan and a pretty ordinary tv commercial.

But CRM and direct is where it's at for a business such as the CFC, so I think this is a smart move by the club.

FINALLY IT LOOKS LIKE WE'RE TAKING MARKETING SERIOUSLY :clap: :clap: :clap:


http://www.campaignbrief.com/2011/08/og ... carlt.html
Author:  Taff [ Mon Aug 29, 2011 2:31 pm ]
Post subject:  Re: Carlton has a new advertising agency
:thumbsup:

Great start as the membership services did need a shake up
Author:  The Duke [ Mon Aug 29, 2011 2:40 pm ]
Post subject:  Re: Carlton has a new advertising agency
I smell what they've got cookin'.
Author:  Bluey44 [ Mon Aug 29, 2011 3:25 pm ]
Post subject:  Re: Carlton has a new advertising agency
This could be the start of something good!
Author:  Donstuie [ Mon Aug 29, 2011 3:34 pm ]
Post subject:  Re: Carlton has a new advertising agency
I wonder how instrumental Coutts was in this decision :lol:
Author:  Laguna Legend [ Mon Aug 29, 2011 4:34 pm ]
Post subject:  Re: Carlton has a new advertising agency
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!
Author:  bluegirl72 [ Mon Aug 29, 2011 5:16 pm ]
Post subject:  Re: Carlton has a new advertising agency
Donstuie wrote:
I wonder how instrumental Coutts was in this decision :lol:


I'd say he was most likely a banjo.
Author:  JohnM [ Mon Aug 29, 2011 5:29 pm ]
Post subject:  Re: Carlton has a new advertising agency
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!


As long as it's a professional CRM campaign, beige would be a definite improvement over what we've had in the past.

IMO, whatever ads are produced are the least important part of the marketing mix. This is a member and sponsor-based revenue model, and you need a lot of grunt to make that work. A nice TVC is just the cherry on top.

And yeah, I wouldn't expect OgilvyOne to produce a decent ad. That's not what they're about. But a decent ad isn't really what the club needs, anyway.
Author:  muzza [ Mon Aug 29, 2011 5:40 pm ]
Post subject:  Re: Carlton has a new advertising agency
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!

Beige clash jumpers?
Author:  nightcrawler [ Mon Aug 29, 2011 7:24 pm ]
Post subject:  Re: Carlton has a new advertising agency
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!


So we were toying with "17 ... you know it!" but instead went with the plain old vanilla "Premiers 2012"?
Author:  The Normal One [ Mon Aug 29, 2011 9:36 pm ]
Post subject:  Re: Carlton has a new advertising agency
Will I get a scarf in my membership pack if I renew in Feb? :wink:
Author:  BlueMark [ Mon Aug 29, 2011 10:48 pm ]
Post subject:  Re: Carlton has a new advertising agency
I still like

'We're Carlton and F@%k everybody else"

Dunno but to me it encapsulates everything Carlton is.
Author:  bluehammer [ Mon Aug 29, 2011 10:53 pm ]
Post subject:  Re: Carlton has a new advertising agency
BlueMark wrote:
I still like

'We're Carlton and F@%k everybody else"

Dunno but to me it encapsulates everything Carlton is.


Though we could go with the original quote instead...

We are carlton, and F#$k the rest
Author:  verbs [ Mon Aug 29, 2011 10:57 pm ]
Post subject:  Re: Carlton has a new advertising agency
Wasn't it "were Carlton, f#%k resting theirs to much too do" ?
Author:  tommi [ Tue Aug 30, 2011 1:26 am ]
Post subject:  Re: Carlton has a new advertising agency
That's right.........

it was one of the greatest speech's of all time.........!

i can still hear it now......."we are at the Carlton......%$#@ i
need a rest".......!

ahhh good times..................GOOD times........!


kindest regards tommi
Author:  BlueMark [ Tue Aug 30, 2011 8:25 am ]
Post subject:  Re: Carlton has a new advertising agency
bluehammer wrote:
BlueMark wrote:
I still like

'We're Carlton and F@%k everybody else"

Dunno but to me it encapsulates everything Carlton is.


Though we could go with the original quote instead...

We are carlton, and F#$k the rest


My version was preferred by the focus group
Author:  Bluey44 [ Tue Aug 30, 2011 9:25 am ]
Post subject:  Re: Carlton has a new advertising agency
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!


I wonder what the beige slogan was?
Does it give anything away?
Is it controversial?

"Now Ratts is gone and Fev is back,
Jump on board
Let's have a crack!!!"

:lol:
Author:  missnaut [ Tue Aug 30, 2011 9:29 am ]
Post subject:  Re: Carlton has a new advertising agency
Our slogans the last few years have hardly been "beige" and while they've caused a lot of discussion, not all of it was favourable.

Not really surprising the club wants to try a different angle this year
Author:  moshe25 [ Tue Aug 30, 2011 10:32 am ]
Post subject:  Re: Carlton has a new advertising agency
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!


If you don't work for that particular agency, then how have you heard whispers for which you had to sign confidentiality? I don't know much about that industry, but that sounds strange. Didn't the people that you heard the whispers from have (and break) the confidentiality agreements?
Author:  JohnM [ Tue Aug 30, 2011 10:54 am ]
Post subject:  Re: Carlton has a new advertising agency
moshe25 wrote:
Laguna Legend wrote:
unfortunately I'm in the industry and have heard a couple of whispers as to what next years campaign is already (theyre already in production), lets just say its very beige and not exactly groundbreaking, and I expected better from ogilvy.
then again I dont know what was presented so can only comment on what CFC marketing chose to go with.
ive had to sign confidentiality crap when I took my job so I cant say what it is, but I can tell u if I like it or not!


If you don't work for that particular agency, then how have you heard whispers for which you had to sign confidentiality? I don't know much about that industry, but that sounds strange. Didn't the people that you heard the whispers from have (and break) the confidentiality agreements?


Not aimed at me, but I work in advertising and there are a million ways stuff gets out. (And I suspect it's not in LL's best interests to comment on this any further)

For example, if it's a TVC, everyone on the crew, at the production company, at the post-production facility... they'll all have seen it. At least 50 people there. Everyone who works for production and post-production companies (and printers, print brokers, etc) will have a basic confidentiality clause in their contracts.

And of course, if you got 2 different directors to quote on the job, then that's two more production companies who've seen the script. So it's very hard to keep stuff in house, unless everyone understands the importance of keeping mum. Which, in the vast majority of cases, they do.


Just on this campaign though: I hope people don't judge it on one tv commercial, or whether they think the slogan is catchy or whatever. Our club has been severely lacking in marketing professionalism for many years, and what it really needs is a robust approach to what is essentially a direct-marketing and customer relationship marketing campaign. It's very naive (and very wrong) to think that a nice tv commercial is going to do anything to get the phones ringing.

Making a nice TVC isn't the challenge. If it was, there'd be 50 agencies in Australia I'd go to before OgilvyOne. Probably more like a hundred. But they're pretty good at what they do, and a vast improvement on where we've been previously (some underqualified bloke at the club getting a small fourth-tier little agency to knock up a cheap tv commercial).
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