www.mandmglobal.com Editorial
Martina Lacey Editor Finally, a time for celebration
The summer has not necessarily brought respite from the hard work, but there is light at the end of the tunnel as the M&M Awards are almost upon us. If the entries from this year are anything to go by the recession did little last year to dent the creativity that this industry has flowing through its veins. The M&Ms had a record number of entries and the shortlist includes the likes of Adidas, Swatch, Dell and Shell. At M&M we are continuing to evolve and the latest evolution of the M&M Awards includes the inclusion of the new ‘Best Nation/Place branding campaign’ category. Given the importance that tourism ad dollars have to the great media landscape it was only fitting that a category was introduced to spotlight the quality of the work. Bahrain, Madrid and Kosovo are among the destinations that have taken their place on the inaugural shortlist for the category. The full M&M Awards shortlist can be found on p.4-5. The
winners will be unveiled at a gala ceremony at the Grosvenor House Hotel, London on 9 September and full information on how to book your table can be found here.
As always, connecting many of the campaigns shortlisted
this year is their use of pan-regional media; some have even been submitted by media owners themselves. The effectiveness of international TV over national TV is the focus of our insight piece this month. ‘Project Engagement’ (p.15) was commissioned by International Television Research Group and explores the perceptions of international versus national TV viewers, including what advertising viewers expect to see when tuning in. Despite all of the worries about the fragmented time-poor audience, it is encouraging to see that many viewers of international TV are visiting websites directly linked to on-air content. And don’t fret, just because the World Cup has been handed
to Spain does not mean that we are going to stop talking about it anytime soon. At the start of the competition everyone was keen to write-off the offical sponsors. However, Mediacom’s global head of partnerships, Charlie Dundas, gives his opinion on the real value of World Cup sponsorships to brands and how advertiser success should really be evaluated (p.7).
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STRAND KEY Global Accounts Centre Global Accounts Centre Tracks brands, agencies and business wins Profiling the international media owners The best industry thinking and M&M insight On the shifting balances of economic power
PROFILE EA’s Elizabeth Harz
What EA is doing to change marketers’ perceptions of in-game advertising
The lowdown on local media landscapes 9
Contents NEWS The News that Matters 6
EXTRAS M&M Awards Shortlist Campaigns
IMM Coverage 4
10 12
Promoting better training and understanding
On the people behind the headlines
www.mandmglobal.com M&M JULY eZINE 2010 3
JULY DIGITAL EXCLUSIVE
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