Friday,November 24 2017
News
Watching a new test for brands

Even if you were marooned on another planet yesterday, you would not have failed to notice the suite of new products launched by Apple.  There are threats, tests, and opportunities inherent.

We need to take a step back and consider it cold.  Apple debuted three things:

  • Bigger, faster iPhones
  • Advanced mobile payments
  • A family of wrist borne smart devices

The iPhones are marginal evolutions.  Many consumers, particularly in Asia, have shown a desire for larger phones.  All this means for brands is an old, too often ignored reality that visual content and App integration matter, matters even more.  Get with the programme.

Apple Pay makes mobile payments real.  Brands need to be ready, but as per the above, this is not new news.  If you have not been thinking about this already, ask yourself why.

The serious part is the one that Apple shared the least about, and that Apple skeptics will yawn and guffaw the most about is the Apple Watch.  This represents a major threat, test and opportunity for brands – in that order.  The ones that will grasp the opportunities already are in the right head space.

It is a threat because this is yet another consumer controlled gateway for content and messages.  Only the most valuable, triple opted-in stuff will be allowed anywhere near that little screen.  If you thought PVRs and Notifications were a challenge, the Apple Watch is death sentence for old, top down, push-shout-interrupt marcomms.  If interruption has not become a four letter word in your strategies already, make it so before it really is too late.

It is a test because strategies and creative will now be subject to the harshest possible contest to provide demonstrable value to consumers.  Of course, this is how even decent, off-the-shelf social content strategies are refined.  If it takes a fortnight and UN levels of signoff and feedback to get a Tweet out there, you might as well quit with dignity before the Watch goes mainstream.

Yet for the best and the better marketers out there, it is an opportunity.

The old routes to excellence make the wearable future a chance to get back to basics, where attention is earned and creativity counts far more than media budgets alone.  The newer broadcast push based defaults are about to run straight into a tiny, square mincer.

We’ve all been warned.

Author: Jay Sorrels @JSorrels

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  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
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    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
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    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com