Big Brands Advocate Integrated Marketing Approach

wo of the biggest consumer packaged goods marketers urged agencies and marketers to deploy consumer-centric integrated marketing approaches, experiment with new media, and develop holistic marketing platforms that will enable them to execute a single idea across all media. Tim Kopp, section manager, Beauty Care Division, Procter & Gamble, told Ad:Tech-Chicago attendees that it doesn't take a big budget to test and experiment with emerging media including the Web, digital video recorders, and wireless.

Gaming, Kopp noted, is an area all marketers should look at, as Forrester projects that 110+ million people in the U.S. and Europe will be engaging in online gaming in 2005. Kopp said more women than men are into online gaming, which offers an effective way to target consumers. "You know where they play, what they play" and there's an opportunity to integrate brands into the gaming experience.

P&G teamed up with Electronic Arts to create a gaming tie-in for Old Spice Red Zone deodorant. EA's NCAA 2004 football game employed a "Red Zone" theme and leveraged the tagline "When performance matters most." The tie-in, which included online and TV advertising, had the "highest ROI of any marketing element in the past three years of Old Spice." Message association increased more than 200 percent, Kopp said, adding that holistic communication across media was key to the success of the program.

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