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32 FEATURE MONDAY 14 SEPTEMBER 2015 CITYAM.COM RUGBY BUSINESS BY ALASTAIR EYKYN Heineken’s UK boss David Forde explores the everlasting link between the brewing industry and rugby as World Cup fever grips the nation ahead of this week’s kick-off Rugby and beer have long been bedfellows. Since time immemorial, gnarled and cauliflower-eared players have taken enormous pleasure in knocking seven bells out of each other on the pitch, before retiring to the bar to share a friendly pint. Even now, in the age of sporting professionalism, it is a rugby tradition kept alive with almost religious zeal. The nutritionists and fitness conditioners might have a gentle word about the volume of consumption, but they also recognise the importance of a timely jar. That tradition is just one of the reasons that the brewing industry has taken such a strong lead in rugby sponsorship over the years. Of the many involved, Heineken can perhaps lay claim to the most enduring of partnerships. With the Rugby World Cup just days away now, the managing director of their UK arm is bursting with excitement at the prospect of seven glorious weeks of egg-chasing. “This event is absolutely massive for us,” explains David Forde, a natural enthusiast with 27 years at Heineken behind him. “We’ve been official partners at every World Cup bar one. But since the last time it was held in the UK in 1991, the sport has gone professional, and has just exploded. For our customers the impact of rugby has become enormous. We always like to associate the Heineken brand with truly world class sporting events. Sport and beer is a beautiful fit. “The footprints of rugby and Heineken are almost perfect in their Footprints of rugby and Heineken are almost perfect in their overlap overlap. We have a very strong position in the UK, Ireland and France. We are well established in New Zealand and Australia, and then there are markets like Argentina and Romania where the rugby is growing, and the Heineken brand is growing alongside it.” Forde himself grew up in the west of Ireland – “next stop Boston” – and quite naturally has a passion for Connacht and the men in green. “I’m actually from hurling country,” he explains. “I suppose you could describe it as hockey for lunatics, but I’m an avid rugby fan and I can’t wait for the whole thing to kick off. In Joe Schmidt I think Ireland has the best coach in the world at the moment, but I don’t think the World RUGBY AND BEER ARE INSEPARABLE ALLIES Heineken’s Forde believes sport and beer is a beautiful fit Cup has ever been tighter. Ideally we want a good run from all the home nations, that would be good for all of us involved I think, but in the latter stages my “green” blood would have to take over.” So with around 450,000 visitors from overseas due to arrive for the rugby, and an estimated £1 billion boost to the UK economy, it is essential that official partners like Heineken make hay in the next few weeks. “We have a global programme for the Rugby World Cup,” beams Forde, a man clearly energised at the prospect. “That involves global advertising, on-trade promotion - in pubs and supermarkets - and the use of our seven rugby ‘legends’ like All Black superstar Jonah Lomu, and former South Africa captain John Smit. They’ll be offering their analysis, insights and opinions across digital platforms and social media, and of course on site at our hospitality venues. “We are also giving the chance for 48 consumers from around the world to come to England and participate in the coin toss, before each World Cup game. And we will have a big presence at the 11 “fanzones” within the host cities across the UK. If you’re not lucky enough to have tickets for a game, Heineken have been official partners at every World Cup bar one you can go down to the local fanzone and enjoy the rugby on big screens, mix with all the visitors and have a cold glass of beer.” Whilst sport and beer might be a perfect fit for the marketing men, there is always the concern that the mix might lead to unsavoury scenes which could scar the event. Traditionally rugby enjoys a good reputation when it comes to behaviour, rivalries and mingling fans. Forde accepts, though, that the message of responsible drinking needs to be driven home loud and clear, to avoid any trouble. “We take this very seriously, and we have to communicate that message properly,” he said. “We have a lot of experience of it, particularly with our involvement in football’s Champions League and rugby’s Heineken Cup (now the Champions Cup). Fans tend to mix beautifully at rugby matches, they enjoy a drink, and we’ve never had any difficulties with consumption at a Rugby World Cup – but we’ll ensure that our message of responsibility is highly visible at the tournament.” £ To find out more information about Heineken’s campaign around Rugby World Cup 2015 and for your chance to open Rugby World Cup 2015, visit www.heineken.com/rugby
CITYAM.COM MONDAY 14 SEPTEMBER 2015 FEATURE 33 MARKETING RESCUING BRANDS FROM OBLIVION Havas Media’s Paul Frampton talks whisky and consumer apathy with William Railton IN THE battle for customer loyalty, brands are realising that, to market a product, they must do more than thrust it in front of potential consumers. According to Paul Frampton, chief executive of Havas Media UK, curating interesting, even educational content, and delivering it in ways which feel personal, are the keys to capturing an audience. Overseeing the strategic output for clients like Nationwide, O2 and the BBC, Frampton understands the importance of messaging. Describing himself as a “frustrated journo who tweets 30 times a day”, he tells City A.M. why content must become more meaningful. What difficulties are brands facing? You’d be surprised how little people care about brands. We conducted a global survey and found that three quarters of us wouldn’t care if a brand vanished tomorrow. But despite its record on welfare and tax-evasion, Amazon is important to 70 per cent of people, and that’s because it provides a better service than anyone else. It offers thoughtful suggestions about what we might want to buy, and Prime provides overnight delivery – services other brands can’t match. Starbucks, on the other hand, has a huge presence on the high-street, but only 27 per cent would care if it disappeared. Even Facebook recognises that it still has to develop its brand-story, which is why it has been investing so much in TV, print and out-of-home recently. It wants to be a brand which is real and close to you, instead of a monolithic, faceless company. Three quarters of people wouldn’t care if a brand vanished tomorrow AS MARKETING departments look for bang in every buck they spend, the relationship with brands and media agencies is set to change. A survey by MediaSense, ISBA and IPSOS Connect has shown that 60 per cent of brands anticipate moving their content development in-house, or going to alternative agencies, before 2020. So why are agencies coming under fire? It has a lot to do with data. The report reveals that 67 per cent of marketers think data analytics and insight will be “critical to success” over the next five years. “They believe they can create faster, more dynamic content in-house because they are closer to their customer,” says Debbie Morrison, director of consultancy at ISBA. Brands are waking up to the idea that their own marketers are better placed to respond to social media developments happening in real-time. Before now, creative agencies have tended to focus on big paid placements for analogue media like television and trade media campaigns, Morrison explains. “But marketers have found these processes neither agile nor costeffective enough for the purposes of the creation of real-time dynamic content.” Traditionally, creative agencies have been divorced from the implementation side of a campaign. “It’s not that agencies aren’t pulling their weight, but they’re not adapting quickly Sport allows brands to establish an emotional connection, says Paul Frampton How can companies foster a better relationship with consumers? Building a brand into a rich experience can be hugely beneficial, and our research shows that sport and music are what people are most passionate about, so these are fertile areas. We’ve recently launched the #WearTheRose for O2, which aims to get the UK behind England for the Rugby World Cup. The company is allowing “Priority” customers to access England rugby shirts; lots of content is being seeded through social and video channels – it’s a campaign which is trying to create a movement. And that is valuable. When you watch sport on a screen, the audience is somewhat detached, but in a stadium, you are part of a collective experience. And if a brand can stand out at these occasions, it taps into something emotional, and establishes a real connection. We’re encouraging fans to hold up their mobiles in support of the England team and make the campaign go viral around the stadium. Events like the Rugby World Cup provide a captive, engaged audience, and clever brands can capitalise on that and make content happen. What are the next frontiers for social media advertising? Reactive campaigns on social media are very important now, and social is being put front and centre of most campaigns. It’s clear why. Not only are there huge amounts of data to be picked up from the social space, but there is the opportunity for brands speak to customers on a personal level. We recently ran a campaign around Father’s Day for Pernod Ricard’s whisky brand, Glenlivet, where we found a startup which provides gifting through social media, and allowed anyone to send a sample of Glenlivet to their dad with a personalised message, populating this message with photos from Facebook. Glenlivet was able to get thousands of samples into the hands of potential customers, and not just those who had come across the promotion. It was a thoughtful and effective way of targeting. The problem is that, in the digital space, creative still isn’t being tailored enough. We now need to work out how a programmatic kind of machine-learning can be applied to social media, so we can issue the right message at the right time to the right person. As the internet of things proliferates, what will brands learn from the data? As people get used to the idea of wearables, advertisers will be able to tailor messaging around moods, which is a very exciting prospect. But a world of connected devices poses an opportunity for fast-moving consumer goods (FMCG) brands, which have been in the dark before now. Because FMCG products are sold in grocery shops, customer data stays with the retailer. But if some nappies, for example, left the shop with a digital ID on them, the manufacturer would be able to understand the life-cycle and usage of those nappies better. Marketers threaten to bring media work in-house enough to their clients’ needs,” says Graham Brown, director and founder of MediaSense. “But shaping creative around data will require an overhaul of their modus operandi, and that will prove expensive.” Indeed, while 90 per cent of those surveyed said they would keep going to media agencies for paid media, 73 per cent of marketers say they will “increasingly contract directly with media owners and technology companies by 2020.” The threat of disintemediation means that agency remuneration models will be scrutinised more and more. As agencies are urged to adapt content around the whole tail of implementation, Morrison and Brown acknowledge that agencies will need to have more skin in the game. Just as data informs marketers about consumers’ paths to purchase, it can be used to make media agencies more accountable over the course of a campaign’s implementation. Business outcomes will become a widely accepted key performance indicator, and project-based briefs will replace the inefficient, long-term relationships between agencies and clients, thinks Brown. “We have been used to media being slashed and burnt by procurement. It will be interesting when media is no longer considered an expense, and becomes a cost-of-sale.” £ William Railton is business features writer at City A.M. THE WEEK IN BRIEF INSTAGRAM LAUNCHES “MARQUEE” ADS In a bid to boost ad sales, Instagram has introduced a new platform called “Marquee”, which lets advertisers “own a moment”, targeting a large portion of the app’s users quickly. Michael Kors was the first UK brand to sign up, releasing 15 second videos to promote its new “Jet Set 6” shoe collection. Last week, Instagram began selling ads in 30 more countries. MEDIA FIRMS TRY TO BUTTER UP ARLA FOODS Arla Foods, which owns the dairy product brands Anchor and Lurpak, is reviewing its media planning and buying briefs across Europe. Arla’s gross ad spend across the continent totals £100m, and the accounts are currently handled by Carat, MEC and OMD. The three incumbents are all throwing their hat back in the ring, and Carat and Group M will vy for business in all markets, which include Germany, Norway, Spain and the UK. LLOYDS LOSES CUSTOMER DATA Police are investigating the disappearance of a storage device containing the details of more than 10,000 Lloyds customers, which went missing from a data centre in July. The possible breach affects Lloyds Premier account holders with RSA emergency home cover who filed a claim between 2006 and 2012. This follows a similar data breach at Barclays. STEPHEN WHYTE TO HEAD UP POSTERSCOPE Stephen Whyte has been appointed UK chief executive of Posterscope, Dentsu Aegis’s out-ofhome agency. Whyte will join in November, having held senior positions at Leo Burnett and McCann Erickson. He moves from Netventure Consulting, the strategic and commercial adviser to digital media, marketing and adtech businesses, which he founded four years ago. Whyte will also oversee the running of psLIVE and PSI UK. AD OF THE WEEK The drinks brand Oasis returns with another witty jibe at the cynicism of the ad industry in its latest ad “O celeb”. Produced by The Corner, the 20 second video placement uses a still image of an Oasis bottle while the voiceover asks: “Would you be more likely to buy it if we showed you your favourite celeb drinking it? No? Good.”
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