Kevin Murphy Media Views: 2009

Thursday, 31 December 2009

The Drum: Universal McCann Birmingham hires new Managing Director

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It's always a tough decision to leave a new job early. I thought Mindshare was and is a fantastic agency and I learned a lot in a short time. However the structure of the role was not right for me. So, when the opportunity to join Universal McCann arose - a role I had enquired about before contacting Mindshare - I had to make that tough decision.

I'm really excited to be at UM and I look forward to an exciting 2010.

Happy New Year / Decade!

Wednesday, 22 July 2009

Revolution: Future 50. July / August Issue 2009

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The brief for Revolution's "Future 50" was to members of Reolution's Power 50 to find upcoming digital stars. I was really impressed with the success of AudioBoo, particularly how it has already become a useful tool for journalists at the Guardian, most notably at the recent G8 summit. So this lead to my choice of Daniel Heaf, who is part of 4iP.

Campaign: Does adland need Phorm? 16th Juky 2009

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Thursday, 9 July 2009

NMA: Zed's Murphy moves to Mindshare. July 9th 2009

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Media Week:Zed joint MD Kevin Murphy quits for Mindshare. July 9th 2009

Campaign:Zed Media's Murphy to join Mindshare. July 9th 2009

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Media Week: Coverage of Thinkbox Awards June 2009

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Thursday, 11 June 2009

Thinkbox TV Planning Awards 2009

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I recently had the pleasure of being invited to be a judge at the recent Thinkbox TV Planning Awards 2009. It was really interesting day and it was inspiring to be judging with such a distinguished group of people, marshalled as ever by the fantastic Tess Alps.

I think generally the best entry in each category in won although I am clearly biased as I think that Zed's entry for Best Response Campaign with World Vision should have won!

Looking at the entries I think there is still room for better integration and consideration of online channels when it comes to TV planning, especially search. Whether a campaign has brand or response media objectives TV and search are now inextricably linked. Beyond that display, whether video or otherwise, should always be included as a matter of course. It will be interesting to see if this is more prominent and considered in next year's entries. I'm sure it will be.

Morrison's entry rightly won the grand prix award in my opinion. It was simply an extrememly well thought through and robust piece of planning and, crucially, measurement, with a full range of econometric modelling employed.

A special mention to British Gas' entry which truly was an all-media, integrated campaign as well as an exciting use of TV with its use of advertiser funded content in partnership with CITV.

Finally the TV ad for the Royal Mail's Smiler campaign is still making me laugh. It's nearly as good as Alexsandr the Meerket in Zed client Comparethemarket.com's advertising. Nearly!

Here's Royal Mail Smiler Ad http://tinyurl.com/6rdf77

and as if you haven't seen it, the latest comparethemarket ad http://tinyurl.com/ddny3e

Kevin

Thursday, 28 May 2009

Campaign: Forum - Is Twitter right to reject ads? 28th May 2009

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Wednesday, 27 May 2009

Media Week Off the fence: Will Project Canvas deliver on its commercial potential? May 27th 2009

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Revolution: Will You Tube ever become profitable? May 2009 Issue

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Wednesday, 22 April 2009

Media Week: Off the fence "Can newspaper charging for online content work?" 21st April 2009

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Wednesday, 8 April 2009

Mediatel: Coverage of Future Of Research panel appearance. April 2nd 2009

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NMA: Ad-funded music. March 19th 2005

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NMA: Spotify expands ad targeting as user numbers top 1m. March 5th 2009

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Wednesday, 4 March 2009

Spotify: The latest demonstration of all that is great about the internet

So far I’ve I think Spotify have done a really good job of building an enticing and original proposition and building a reputation in influential social circle such as the digital media world.

The premise demonstrates one of the things I love most about the internet – how an entrepreneurial spirit can combine with creative thinking and marketing to provide a useful and original offering for consumers in an engaging community environment. In all of these ways, Spotify fits the bill.

Marketers know that sampling can still be a tremendously powerful touchpoint. It still remains a powerful statement of brand confidence. This essentially is what Spotify offers along with an immediate revenue stream for the record labels who allow their artist’s music to be played.

It is a controlled environment where a significant volume of music is available to listen to for free, with a restricted number of radio style ads played in between tracks alongside other display opportunities which can be linked directly to itunes or label websites. This is a very powerful direct response add on-as it allows the AIDA model to be followed in its entirety in the space of minutes.

Even without the display link it is still easy to capitalise on interest and buy legally. I listened to Elbow on Spotify after hearing lots of hype and within minutes I had bought the album. Other bands such as Glasvegas are now on my radar. Like many I also took advantage of the Guardian offer to exclusively hear the new U2 album which was marketing masterstroke to take Spotify closer to the mainstream.

Another clever promotional move was the invite only access during beta testing. This was particularly successful in getting the digerati talking and taunting about in on their blogs or on Twitter, thus creating desire and getting the offering into the minds of the right advertising influencers.

Currently I find the current balance of audio ads to be about right. They are unobtrusive and in these early days I have particularly noticed the ads that have aired, most noticeably ads from the COI. So in these early days there is an opportunity for brands to cut through and be associated with a new and exciting offering.

Do I think it will cut back on music piracy? Probably not. Commenting on an article on Times Online about U2’s piracy problems, a postgrad said students “Download enormous amounts of music illegally. But we buy what we like.”

However making it so easy to trial and purchase music legally is certainly a positive move from the record companies. I think the model will generate more sales from existing legitimate music buyers and encourage new music to be given sustained exposure. As the same postgrad says “I am considered a pirate because I like to hear the album before I buy it.”

By being able to build and share playlists and recommendations Spotify is enabling a music community of advocacy, sampling and if the music is good enough, purchase. It is also developing more sophisticated targeting opportunities, including by region so that the advertising element can also be successful in its own right. It has all the ingredients to be a success and I hope it is.