Archive for May, 2018

Understanding What GDPR Means For Marketers

Tuesday, May 22nd, 2018
Data Collection and GDPR Compliance

As a marketer, you should be familiar with the General Data Privacy Regulation (GDPR) that will be fully enforced on May 25th. Having been ratified in April 2016 by the European Union with a two-year grace period for implementation, the timeline for compliance is rapidly coming to a close. It is important to understand how these changes can impact your marketing approach.

What Is GDPR?

According to research done by HubSpot, a mere 36 percent of marketers have heard of GDPR, meaning many organizations are at risk of non-compliance, which comes with a significant price tag and other penalties.

The GDPR is an EU regulation that increases the protection of personal data that is gathered on EU citizens. Organizations based outside of the EU are not exempt from these regulations. Any organization that collects, handles or processes data of EU citizens will need to be compliant with the GDPR or face fines up to 4 percent of their global annual revenue (or more than $25.5 million).

Data-Driven Marketing Is Changing

Data-driven marketing has been a buzzword that has floated around the industry for some years now. Marketers love data because it helps them get the right content in front of the right consumer at the right time. Consumers have a love/hate relationship with it because when done right, they do appreciate the targeted, highly-specific content. However, more often than not, it is done wrong and it can feel invasive. Privacy has become a major concern and this is where the GDPR comes in.

Marketers who have already adopted, or even pioneered, white-hat techniques for using data to put the consumers first will continue to be able to curate and distribute targeted content in a positive way, but they will have to work harder than ever before.

GDPR And Marketing Best Practices

Many of the requirements for GDPR compliance are already recognized as marketing and data collection best practices. Let’s go through some of the more common tactics and what is expected of marketers.

  • Communication – Controllers must clearly communicate that data is being collected, what information is being gathered, and what it will be used for.
  • Consent – Subjects must consent to have their data collected, stored and/or transferred. The subject must be informed of their right to withdraw said consent at any time.
  • Depth – Data collected must be limited to that required for the intended and declared purpose.
  • Updating Capabilities – Subjects must have the opportunity to update collected data at any point. Furthermore, a subject may request that data be deleted at any point and that request must be honored.
  • Storage – Data may only be stored for as long as necessary to perform the intended and declared purpose. A retention policy must be clearly dictated for any information that is retained beyond the termination of the relationship between subject and controller.
  • Security – All data storage must comply with the GDPR security provisions. Compliance must be documented.

Marketers Held To A Higher Standard

All in all, the GDPR is raising the bar for marketers. Black-hat tactics that afforded some marketers short-term success will no longer be effective. Value is being brought to the forefront of communications and marketers, brands, and consumers, alike, will reap the benefit of GDPR compliance.

This content is not legal advice for compliance, nor the interpretation of compliance, with data privacy laws like GDPR. If you’re seeking guidance for how the law applies to your specific circumstances, consult an attorney.

We can expect to see innovation, creativity, and strategy taking off faster and going further than ever before. If you’re looking to work with an agency at forefront of cutting edge marketing efforts, contact the trailblazers at FiG Advertising + Marketing today to schedule a consultation.

London Is Not Lovin’ It – Junk Food Advertising Ban Proposed

Friday, May 11th, 2018

Advertising has taken a lot of heat over the years for the role it plays in the consumer journey and the increase in bad purchasing habits that have been formed. With the rise in obesity across the world, advertisers for junk food and restaurant products have been under the most pressure to do their jobs well without adding to the negative impact excess amounts of unhealthy food has on the population.

The History Of Food Advertising

Since the 1920s, fast food has soared into popularity with its low prices and quick service. As television became a staple in households, advertisers capitalized on the shows that played regularly – Monday Night Football was a great place to put beer advertisements, Saturday morning cartoons were a great place to advertise toys and sugary cereals. It is no different than the programmatic and retargeting digital campaigns we run today – advertisers will always try to get their products in front of consumers who want to buy those products.

London Takes The Next Steps

This became problematic, especially with advertising that is targeted towards children. So much so that the Federal Trade Commission stepped in to regulate it. However, with childhood obesity rates still alarmingly high, the Mayor of London, Sadiq Khan, is proposing a ban on junk food advertising from the entire Transport for London network.

In addition to this, Khan proposed a ban on new fast food restaurants opening within 400 meters of schools.

The Ad Industry Responds

Khan explains that “childhood obesity in London is a ticking time bomb,” with more than 40 percent of ten and eleven-year-olds falling into the obese category. We can’t disagree that something needs to be done, but is an advertising ban the answer?

This is coming at a time when high-fat, salt, and sugar products are taking a lot of criticism as attempts to watershed ads for this product categories come under consideration. The Advertising Association argues that there is little evidence that the move to ban advertising for unhealthy food options would have minimal impact on obesity levels.

The Advertising Association suggests, alternatively, that they actually increase advertising for healthy initiatives, such as The Daily Mile, to increase awareness for tactics that have had proven success in decreasing obesity. Stephen Woodford, the chief executive of the Advertising Association, says, “our industry is always ready to play our role in supporting evidence-based and proportionate action around responsible advertising.”

Woodford explains that there are wider societal issues driving childhood obesity than food advertising, as can be seen by the vast differences in obesity level across the UK.

Amsterdam implemented their own multi-faceted approach at the start of the year, including an advertising ban, the results of which will likely be studied later this year.

The main concern with the advertising ban is the impact it will have on the overall economy. With unproven success for its proposed intentions, the ban would cause significant damage to the quality of media and content, as well as jobs.

If you’re interested in developing an effective and responsible advertising campaign, contact FiG Advertising + Marketing today to schedule a consultation.

Windex Transforms The Graffiti Scene

Friday, May 4th, 2018
Graffiti Artist

Last week, SC Johnson launched a new campaign for the latest product, Windex Foaming Glass Cleaner. With 15, 30, and 90-second video spots, social components, and a pop-up mural in Los Angeles, the privately held manufacturing company knocked it out of the park with these ads.

The #Sparkle Story

The premise of the campaign is based on two graffiti writers out of LA who trade in their spray paint for Windex Foaming Glass Cleaner. Narrated by the artists, they explain how graffiti is their “cathartic process,” where they get to do what they love in the world. One of the artists notes that the public perception of graffiti is changing – it is the destructive nature of graffiti that prevents people from seeing it as art. In this documentary-style ad, the graffiti artists use the Windex Foaming Glass Cleaner around the community, on laundromat windows, convenience store doors, and restaurants all to the horror of the patrons inside, only for them to see it wiped away leaving a streak-free shine. The artists are using the newest Windex product to create a new kind of graffiti art that the public can see as more than vandalism.

Watch the whole spot here.

The idea behind this narrative is based on the premise that often times we need to look beyond the surface to understand the people and the world around us. The graffiti artists, for example, who are quickly written off as destructive to the community, are found to be doing an act of service when you take the time to actually look at what they are doing.

In a much more literal sense, Windex Foaming Glass Cleaner can help you look beyond the surface, too.

Household Cleaner Hosts A Star-Studded Event

To round out the launch of this new campaign, Windex took to Melrose Avenue in Los Angeles, California. A major tourist destination in the City of Angels, Melrose Avenue is home to shopping and dining hot spots, as well as being a part of the La Cienega Design Quarter. Known for its abundance of Instagram-worthy murals, this was the perfect location for Windex to bring their campaign to life.

The mural wall features the brand colors, Windex logo, and the word “Sparkle,” all covered by glass so that visitors can see the new Windex Foaming Glass Cleaner in action. Actor, George Loomis, and Olympic gymnast, Shawn Johnson, were among the many visitors who came out to see (and graffiti) the mural at 7400 Melrose Avenue.

Visitors took to social media using the hashtag #SparkleGraffiti to document their artwork and generate brand awareness in the wake of the new product launch.

You can see some of their work here.

Cleaning Made Fun

Many would agree that cleaning is probably not the most exciting way to spend an afternoon, so the new take on a standard household cleaning item is a breath of fresh air. Not only are the TV unique and engaging – something you would actually stop to watch, instead of passing right by – but the campaign was also expertly crafted with supplementary promotional events that really brought out the creativity the ads had to offer.

Launching a new product? Looking for an innovative way to cultivate brand awareness? Contact the experts at FiG Advertising + Marketing today to schedule a consultation.