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Archive for June, 2017


Media Buys & the Wonder Woman Ad Campaign

Monday, June 12th, 2017

Media Buys for Comic Book Films

Many people speculated on the seeming lack of advertising for the Wonder Woman film. There are industry critics who think the film’s opening wasn’t supported with enough media buys, as compared to similar comic hero films. Some opined that this lack of advertising would contribute to the film’s eventual failure.

Wonder Woman Box Office Receipts

In truth, Wonder Woman‘s opening weekend grossed $103 Million which is nothing to complain about. However, last summer’s Captain America blockbuster had a lot more media buys and an opening weekend of $179 Million, making it one of the top-grossing opening weekends ever.

Fewer Media Buys?


Wonder Woman‘s first trailer was released at the San Diego Comic-Con in July of 2016 to a 96.8% “like” vs. dislike rating on Youtube. Despite the appeal of the trailer, concern arose when there was a conspicuous lack of TV spots and media buys supporting the film’s release. Blastr contributor Shana O’Neil blamed this on sexism and discrimination towards a film with a female lead. Her article raised the questions but when Vanity Fair did some data digging they discovered that at five weeks before the opening, Warner Brothers Studios had spent just over $3Million on ads for Wonder Woman. By comparison, at five weeks out, the studio had spent $2.6 Million on ads for Suicide Squad. I think we can rule out sexism.

Smarter Media Buys

There were indeed fewer TV media buys for Wonder Woman but to my thinking, the ad campaign was going for quality over quantity. Wonder Woman‘s ad money went towards targeting smarter ad buys like running the spots during the NCAA Basketball Championship and the Kids Choice Awards. Those are high-eye-ball events and the right place to run comic strip action film Wonder Womanspots, as opposed to spraying the ads across time slots with smaller audiences.

It should be noted that while Wonder Woman topped the box office on its opening weekend, and did much better than the predictions from many sources, it is still the “worst” opening weekend for a DC Extended Universe film. Man of Steel‘s opening weekend grossed $116 Million; Batman vs. Superman: Dawn of Justice grossed $209 Million, and Suicide Squad brought in $133 Million. So, while $103 Million is more than respectable, for the genre it is a smaller share.

In the final ad analysis, Warner Brothers displayed a quality over quantity ethos when choosing ad spots. Wonder Woman is a proof of concept for an advertising ethos, that less is more and precision beats out broad strokes.

Does your brand need smart, precision media buys? contact FiG Advertising for better ad buys.

New Branding Client: Variable Steel

Thursday, June 1st, 2017

Variable Steel, a steel fabrication company, was founded by Jesse Tillman and his brother, Vernon in Atlanta Georgia. For the past ten years, the company which fabricates, designs, engineers, and erects steel has grown steadily without the help of any formal branding or marketing.

Word-Of-Mouth Marketing

What’s remarkable about this family-owned and operated business is that it has been garnering projects consistently in the past decade purely by word-of-mouth. With current and former clients like Mercedes-Benz Falcons Stadium, the Birmingham Airport, and NASA, clearly, the word-of-mouth has been working.

Getting To the Next Level

But to get to the next level, Jesse knows he must up their game, so he decided it was time to hire professional marketers. He learned about FiG through the branding and website work we did for Burgess Services. He liked what we did for them, and began talking to us about how to better communicate his company’s value proposition and differentiate his work from his competitors.

Branding: Logo

First, the company wants a new logo that will convey the nature of their company as a critical variable in the overall equation of building construction. FiG’s logo creation process involves translating into a visual image the core values of a company and their unique value proposition. Variable Steel’s new logo will visually convey their commitment to being a partner in problem-solving.

Branding: Website

While the company has grown consistently through word-of-mouth advertising, a website provides further information for prospective customers and opens another avenue by which people can find you. We will create a website for Variable Steel that will spell out what they do, how they do it, and why you should work with them.

Search Engine Optimization

A website is only as good as its search engine optimization (SEO). Without good SEO, your website won’t be found my potential clients searching for your services, no matter how great the site is. FiG will be optimizing the new Variable Steel website so that it gets found in search engines.

We’re psyched to be working with Variable Steel to create a new brand and website for their company. Stay tuned for the fantastic results.