The Royal Danish Theatre’s new campaign is a beautiful musical and visual mash-up of artistic creation, rehearsal and getting ready for the show. It was developed by agency Wichmann/Schmidt.
The programme for season 2016/2017 is out. Now, it’s all about getting the tickets sold for all the the many dramas, operas, ballets, concerts etc. that are to come.
To do this, the Royal Danish Theatre – home to both the renowned Royal Danish Ballet and the spectacular Royal Opera House in Copenhagen – engaged Wichmann/Schmidt, or “the world’s smallest full-service agency” as we like to call it.
Continue reading “Girls With Guns: This Is Probably The Best Opera-Ballet-Theatre Mash-up TV Ad You Will Ever See”
I never understood social media marketing. To my best understanding, social media has never been about marketing. It has always been about communication. In essence, what happened 10 years ago with Facebook, MySpace and other social networks was that companies got sidelined as part of the web became social.
Up until that point companies were largely capable of pushing marketing messages to consumers where they wanted to and how they wanted to. Continue reading “Social Media Marketing Has Always Been Dead”
As most content marketers, and social media marketers too, are painfully aware, the biggest issue these days (and years) is to create meaningful, sharable content that engages the audiences and nurture them in order to improve their lifetime customer value.
My take on it is that it doesn’t have to be neither hard nor expensive. Continue reading “Move fast and break things: How to get your B2B content marketing program up and running in no time.”
Now that I’m on the verge of leaving Maersk Line to join Wibroe, Duckert and Partners (and while I’m still on paternity leave) I think it’s time to highlight a valuable lesson from my past two years in this great company. Unfortunately, it’s something I find I need to repeat again and again. Here it goes:
“Social media is about communication, not marketing.”
Yes, in case you hadn’t noticed, with social media we’re dealing with social networks, not a list of broadcasting platforms where companies can launch campaigns with the sole ambition to sell more. With social media, the users have finally taken control. They themselves control what they want to see, and they sure as h… don’t want to follow companies that are only there to sell to them.
Continue reading “How to use social media for B2B marketing campaigns? Stop being creative. And forget that you’re trying to sell.”
Following my last post which touched on corporate media and the journalism vs marketing discussion, I think there’s something to gain from looking at the recent production of four Maersk Line timelapse videos.
The point in my previous post (many others have said the same, most notably Tom Foremski) was that in the age of social media companies need to tell the stories that are already there. They shouldn’t try to invent the content. As many modern novelists will attest to there’s always an interesting story to tell – if you can see it, and know how to tell it.
This idea (coupled with a growing need to be trustworthy, human and transparent) led me to the conclusion that companies need to hire journalists, not marketers.
Continue reading “Marketing, journalism or just being there? The story of four Maersk Line timelapses”