charging, innovating, making, marketing, praising, promoting, selling

Owning the Impossible: Winners all round as Nike brings The MAG Back From The Future

Nike_Mag_shoetwenty two years in the waiting, The MAG is Back From The Future

it took about thirty seconds.  thirty seconds from receiving this IM from Alex S… to fall utterly in love.

“i could see you in those”

the link was to this:

“Back To The Future Nike Air Mags Are Real And Glorious” was Gizmodo’s Geek Out’s take on today’s news.  I couldn’t agree more

the world was awake, and had been alerted to the existence of The MAG, brought Back From The Future by Nike.  as a post on Nike’s site explains:

“The NIKE MAG is no longer the “greatest shoe never made.” The mythical shoe that originally captured the imagination of audiences in Back to the Future II is being released – and they’re here to help create a future without Parkinson’s disease … 1,500 pairs of the 2011 NIKE MAG will be auctioned on eBay with all net proceeds going directly to The Michael J. Fox Foundation. Each day for the duration of the ten-day auction, one hundred and fifty pairs of the 2011 NIKE MAG shoes will be made available …”

as sneaks go it’s a stunning piece of work and – with the exception of power laces – is as fine a replica of Marty’s originals that you’ll find:

then and now – Marty’s original 2015 sneaks and the ones revealed today

it arrived with this beautiful teaser clip:

a clip which isn’t alone … a gamut of content and AV collateral has been released to support the arrival of the 1,500 pairs, and not a corner has been cut – Doc Brown himself is on board:

the distribution model is designed to extract maximum value from the shoes.  by selling on Ebay, Nike ensure that – with such a strictly limited supply (there’s one pair for every 4.5 million people on the planet) – it doesn’t just find those individuals with the money to invest in these puppies, but engages those individuals in what is sure to be a fierce bidding war, with each other, to own their slice of the impossible.

everyone wins.

those of us who have been waiting since 1989 for “the greatest shoe never made” to arrive finally get to see it.  a lucky few will even get to own it.  the Michael J Fox Foundation for Parkinson’s Research will get a shedload of money to fight Parkinson’s (even if the average selling price is a conservative $5,000, the MAGs will generate over $7.5m in revenue).

Ebay get a burst of activity on their platform, part of which will no doubt fulfill the hugely valuable role of getting inactive registered users to engage with the site.  and as for Nike … money can’t buy publicity, the adoration of sneaker fans everywhere, and a global bidding war to get a hold of their product…

winners all round – The Michael J Fox Foundation for Parkinson’s Research, Ebay and Nike

as marketing efforts go, its textbook best practice:

  • innovate and invest in creating products that have currency and will be in high demand
  • strictly limit supply
  • fewer bigger better partnerships to deliver and deploy the initiative
  • invest in credibility (Christopher Lloyd is in the ad for goodness sake)
  • sacrifice profits in favour of positive PR and goodwill
  • don’t buy media when you can earn it
  • invest in sharable high quality content
  • rigorously control timing to maximise interest and dominate news and conversation
  • product out, not advertising in

the awesomeness of these shoes is outdone only by the awesomeness of the marketing machine that has announced them to the world.  what happens over the next ten days remains to be seen, but for now its all eyes on Ebay – where, only 4 1/2 hours into day one’s auction, bids for every pair of size 9s are sitting at between $3,500 and $4,000.



good luck.


engaging, gaming, marketing, planning, rewarding, selling

Quid Pro Quo and the generosity of our age: how engagement and reward are the new reach and frequency

it may just be me, but I seem to have returned from my Easter adventures in TasVegas to a bit of a utility and relationship-building love in.  generosity, it seems, is all around…

first up, as reported in Contagious, is a trailer (above) for mobile game The Nightjar, an experience which places you alone in space and challenges you to escape using only sound. the app will use 3D sound and will be voiced by Benedict Cumberbatch of the parish of Sherlock Holmes.  all generously provided by the marketing efforts of Wrigley's 5 Gum and all very brilliant, but its what lies behind it that is even more intriguing…

AMV BBDO creative partner Thiago de Moraes explained to Contagious that The Nightjar is the first in a five-year (ie forever in marketing terms) effort to create 'The 5 Experience'.  combining film, art, fashion and music, the project aims to "create a new and unique experience for participants at every single touch point. the idea of The 5 Experience is to turn Wrigleys into an entertainment company as much as it is a company that makes gum … [we're] going to create brilliant new sensorial experiences that people can take part in."

Wrigleys5gum_5experiencethe 5 experience from Wrigley: we like

imagine that.  a company that makes gum deciding that its not – as far as marketing is concerned – in the business of making gum.  but is rather an entertainment company.  imagine the combined available marketing spend of Wrigley's 5 Gum being invested in entertainment utility for it's target audience.  if I was a competitor I'd be keeping the closest eye on how the 5 experience progresses.

next up, generosity knows no bounds from Turner's TruTV, who asked fans to rally to the 'Operation Repo' Facebook page.  in return they got nothing less than an entire episode made just for them.  AdAge reports that for the first time, a program has created a Facebook-only full-length episode as the fans' prize (for reaching 500,000 likes).

TruTV_operation_repo_facebookthe Operation Repo facebook page.  reward fans for liking the show?  hell yeah!

it a significant gesture to existing and potential fans but also to Facebook.  the economics of the exercise must have had to shift, with the cost per viewer on Facebook being significantly higher than the equivalent CPV on broadcast TV.  but, as TruTV may have gathered, not all viewers are created equal.  they have, quite rightly, decided that the increased cost per view for a dedicated and advocating audience is more than worth it.

but wait, there's more.

the spirit of generosity is also alive and well with new media megaliths Google and Facebook, who in recent days have both launched outreach programs to agencies of all people.

Mumbrella reports that the Google Engage For Agencies program will see agencies and consultants looking to help clients with products such as AdWords and the Google Display advertising network get preferential support including training and events.

meanwhile, this month saw Facebook launch Facebook Studio.  the effort see's the social network create a platform on which creatives can share ideas, comment on (Facebook) campaigns and learn what it takes to create a successful FB brand page.

Facebook_Studio Facebook Studio – building bridges with agencies

aimed at ad agencies, PR firms and media strategy companies, creativityonline reports that the move is "a first step in a give-and-take dialogue between Facebook and the creative advertising world … until now, Facebook has been mostly hands-off with agencies, letting them navigate the frequently changing Facebook waters without a compass" … Blake Chandlee, head of Facebook's newly formed agency relations team commented that "we need to do a better job of engaging with agencies" … this from the new head of new agency relations team.

from Wrigleys' efforts to entertain the young people of our planet and Operation Repo's reward of it's show's fans, to Google and Facebook's generous agency outreach and support programs, the spirit love and understanding (as Cher so eloquently put it) does seem to be all around at the moment.

the cynic might observe that these are nothing more than veiled attempts to influence an audience.  that Wrigleys just want to sell more gum.  that TruTV want more fans.  that Google and Facebook just want more ins with agencies to sell more of what they sell, to more clients, more often…

of course they do!

and that's absolutely fine.  in fact it's great.  because if a company want's me to buy more of their gum I'd rather they entertained me into it.  if a TV show want's me to like them on Facebook I'd rather they rewarded me for doing so.  and if Google and Facebook want me to be more effective at planning their wares by making me more familiar with what they have I'd rather they engaged me in and rewarded me for having a conversation about doing so.

because it's quid pro quo.  and it always has been.  and it always will be.  the game hasn't changed, but the currency has.  engagement and reward are the new reach and frequency.  and thank goodness for that.

converging, debating, printing, selling

More bullish than a bull doing an impersonation of a Bull bullying a Bull: Mediation listens on as The Australian gets, well, bullish

The_australian_breakfast gathering at The Four Seasons for The Australian's inaugural breakfast series

dispatches for the Sydney media world … this week saw The Australian on, yes, bullish form at it's inaugural Media breakfast series.  many of Sydney's media agency kids gathered at The Four Seasons to hear Geoff Elliott chair a panel of Nick Leeder (Deputy CEO, The Australian), Malcolm Turnbull (Federal Member for Wentworth and former Leader of the Opposition), Andrew Murrell (GM Channel Market, Commonwealth bank of Australia) and Richard Eary (Head of Media and Telecommunications Research, UBS Equities) discuss convergence, iPads and a lot in between.

but it was Richard Freudenstein, CEO of The Australian and NDM who kicked things off.  describing the context of the "rise of aggressive technological companies" that may prove "potentially quite disruptive to professional media companies".  I'll let you digest the 'potentially', 'quite' and 'professional' bits of that quote on your own time…

Freudenstein kicked off the bullish tone in fine form…  declaring that the organisation is "aiming for an increase in print circulation" and that it is "our intention to be the pre-eminent source of news at all times across all platforms" … "NewsCorp fully intends to be across all [emerging] platforms … it's cheap, current and constantly up to date"

but it was the Admiral himself who continued NewsCorp's bullish tone.  Rupert Murdoch addressed the room via a recorded video, and in comments reported this week in The Guardian, heaped praise on Steve Jobs and his iPad, of which Murdoch is so fond…  but the Admiral's battle charge began with comments aimed at recent adversary Google.  he noted that he had "ruffled some feathers" but that "the debate needed to be had" … and, in a delightfully provocative comment that "The argument that information wants to be free is only said by those who want it for free" … lovely stuff

Murdoch described how "we are witnessing the start of a new business model for the internet" … "people are willing to pay for high quality content, as long as we deliver it how and where they want it" (Murdoch missed out the last bit of that sentence: …and as long as that content is not available for free elsewhere)

and then to the panel debate, where NewsCorp's bullish tone continued unopposed by the rest of the panel.  it started OK, when Elliott asked Eary if newspapers were dead?  Eary replied that "its a good question" … cue nervous laughter from the NewsCorp crowd.  but it didn't last long – Eary went on to say that "there is some degree of optimism" and that "even if paywalls are put up there's a big audience to monetise" … "if you look at digital CPMs vs Press CPMs there's a big divide" – his point… that better targeting (behind paywalls) generate higher CPMs.  all very on message.

and how the message continued…  "You don't want to bet against yourself – we're not seeing circulation decline" … "we need to grow in both directions" … "be careful you don't import [from the US and UK] the narrative" … "the beauty of an app is that the technology goes away [the iPad is introducing] serendipity back into the browsing experience"

you were hard-pressed to find anything off what was clearly a very well constructed message to Sydney's media community.  that NewsCorp and The Australian are growing and on top of emerging platforms and technologies.  the only descension came from what I had considered to be the most unlikely of places…  Malcolm Turnbull seemed to be the only challenge on the platform, the only voice of question.

Turnbull pointed out the "devastating loss of value" that the internet had brought about in media organisations, and raised valid and critical questions about the rise of video and the effect of new technologies on news organsations.  his questions and concerns were simply brushed away, with Nick Leeder, deputy CEO of The Australian commenting that "people have to sift through the nonsense they see on Twitter" and that "YouTube is great for dogs with skate boards.

which all-in-all was a shame.  being bullish is good for business, it's good for shareholders and its good for negotiations and for bravado.  but it's not good for the important debate that needs to be had about the future of media and communications.  it's restrictive, limiting and adds nothing to the knowledge bank of media planners and clients picking their way through an evolving communications landscape.

NewsCorp can talk all they like about Twitter's "nonsense" and YouTube's "dogs with skateboards", the revolution is coming, whether they like it or not.  being Bullish will only get you so far.

brand extending, charging, creating, selling

Demanding Supply: What the Sydney Festival can learn from adidas and Star Wars

Becks_late_at_Sydney_Festival the Becks Festival Bar @ The Barracks [source]

so last night I spend a brilliant evening jumping around to Big Black Voodoo Daddy & Black Joe lewis and the Honeybears at the Becks Festival bar (above).  its all part of the Sydney Festival, which opened on Saturday with Al Green performing to about 200,000 people in the Domain.

but here's the thing – I had to buy my and Jonathan's (hi Jonathan @jonnyp) way into Big Black Voodoo Daddy et al, because all the tickets had been and gone months ago when they were first released.  it seems to me that there for a city the size of Sydney the festival just doesn't seem BIG enough…  there needs to be more stuff, more to do, because the demand is currently far outstripping supply.  …and thats the thing about supply and demand – the more there is of something, the more we want of it:

Supply-demand-right-shift-supply.svg Induced demand: When supply shifts from S1 to S2, the price drops from P1 to P2, and quantity consumed increases from Q1 to Q2 [source: Wikipedianess]

I love the counter-intuitiveness of this.  the more you create of something the more people want it.  the problem however is that at the same time the value of the commodity goes down – but only if the commodity in question is homogeneous.

this is the great opportunity for something like the Sydney Festival – you don't make it bigger by making more of the same; in order to protect value you need to produce more of the different.  more venues, more spaces and places, more 'differentiated scale'.  in this the festival can learn much – and a big thanks to a heads up from @Fraser201 on this – from adidas and Star Wars…  yeah, I know…

in December of last year adidas announced the creation of an originals range inspired by the Star Wars universe, its been trending up ever since:

there's three very smart things about this, the second two of which relate to really brilliant understanding of induced supply.  the first thing to say is that in no way shape or form will adidas ever have to spend a penny in broadcast advertising of this range: its existence will be all the marketing collateral they need.  but thats not whats really interesting about what adidas are doing.

I had a quick conversation with the lovely Chrissie at the Sydney Originals store this morning, who informed me that the range isn't all being released at once, rather its being phased over three months.  thats the first smart way of increasing supply without compromising price; phased supply over time.

secondly, not all lines will be equally available – some of the lines will be general release and fairly easily obtained, but others will be strictly limited, some down to two pairs of sneaks per store.  thats the second smart way of increasing supply without compromising price; variable availability.  the entry levels for demand are different – individuals with heavy demand will invest more time and energy than those with lower levels of demand but the value equation for both will be similar.

both the Sydney Festival and adidas' Star Wars range can teach communications a thing or two too: imagine that the theory of induced demand applies to bought media…  an increase in the volume of advertising impacts has resulted firstly in a fall in the value (real or perceived) of brand communications and secondly, an increase in the demand for brand communications…  advertising has gone from the Immortal to the Immediate:

Sistene_banksy from the Immortal to the Immediate; Michelangelo’s Sistine ceiling (top) took four years to paint, current economics wouldn’t favour its commissioning today.  Banksy’s Tesco Flag (bottom) took a little more than four minutes

it couldn't be less about doing a few things well; fewer bigger better needs to be thrown out with the noughties.  rather its about doing lots of things well enough.  on which I'll let you enjoy the awesomeness of the below…  they're on phased release from now till March, form orderly queues please…




engaging, selling

Vote for Chris to be the most stylish woman in media: how Grazia created an experience and how I “wear my style well”

whilst you'd be forgiven for thinking you'd stumbled onto the auditions for next top model, this is in fact not a professional effort.  rather its what happened when Grazia – in a bid to work their relationship with the UK's media industry – visited Vizeum towers to snap the girls for their Style Hunter Awards.

girls?  style?  whatever!

I'm sure you'll agree (if you do you vote here) with the official Grazia line that "Chris has clearly got a strong sense of style. Wearing G Star jeans, a Cold Method jumper and a scarf from Topman, he wears his style well."  they didn't mention the Nike 6.0s on my feet but we'll let that slide.

if you're so inclined you can vote for me here.

all joviality aside, its great effort by Grazia to come in and engage with we media types by doing what they're about rather than saying what they're about.  no presentations, no docs or bags with expertly crafted trinkets destined for recycling.  instead, a fun and disruptive experience to more firmly make agencies think that Grazia = style.  brilliant stuff.

oh, and did I mention you can vote for me here?!


brand extending, innovating, selling

When brand extensions become ads: How Jack Daniels is creating the most innovative of point of sale assets

Jack_daniel_woodchips_2 so Phil and Eva were shopping at the weekend and arrived at Vizeum this morning with tales of Jack Daniels woodchips.  it is true.  Jack Daniels have extended their brand into not only wood smoking chips but briquets too, allowing each of us to have great smokin flavour BBQs whenever we want.  and at the start of summer too.

the products have some great reviews on Amazon; b. observes that "within minutes, you'll be treated to the sweetest
smelling wood this side of anywhere"
, perhaps because the chips are made from the actual barrels used to make JD.  so – great marketing story one – the product extension genuinely tells part of the brand story.

the second reason we like this is the margin.  the list price on Amazon for a 2lb bag of chips is $9.99, compared to between $4 and $6 for other bags.  the reviews refer to the cost for say its totally worth it.  heritage and brand are being monetised very effectively indeed.

but the third and real genius of this brand extension is the sheer volume of space it gets on you shelf in a new and different part of the store.  its top-notch media space right at the point of purchase…  brand's offer love and money for valuable space like this.  Jack Daniels have innovated their way in whilst at the same time commanding a premium and augmenting their brand story.  lovely.

ps they do sauces too!

IPA|ED:final - existing customers, promoting, selling

Looking after your own: how Starbucks is fighting the recession by rewarding its existing customers

so Mediation was in Islington at the weekend and popped into the local Starbucks.  whereupon I was asked if I wanted to sign-up for a Starbucks Card.  "no", I kindly replied, "I'm fine thanks."  …not wanting – frankly – to be spending money with a brand before I even had any of the product in my hand.

"but we're doing a special limited offer", countered the chap behind the counter.  "oh yeah", says I (see how they do it) – "what kind of offer?".  "free shots for life when you sign up for a card", said the chap casually.  just like that.  "free shots. for life", I said.  "yup yup, sign up to a Starbucks card and you get free shots and flavours for the rest of your life".

now I plan on living a good while yet.  I also plan on continuing to enjoy my venti skinny lattes with a shot of sugar-free vanilla syrup.

I left the store with a Starbucks card.

turns out that it's part of a trial by the coffee chain, limited (for the moment) to two stores in Islington.  the email I got upon registering was pretty standard, but the response from the care centre when I called up was a great deal more revealing…  they confirmed that I would indeed receive up to five free shots or flavours per drink from those outlets for 'the foreseeable future', whenever I used my card to pay for the drink.

why?  because, and this is a direct paraphrase from the Bucks, the brand is looking to what it can do – given the current economic climate – for its existing customers.

anyone who knows Mediation knows I'm pretty passionate about brands looking after their existing customers.  something which I think is more rather than less true in a recessionary climate.  taking care of your own, giving reasons for your existing customers to keep being your existing customers, is more important than ever before.

Starbucks would seem to agree.  so if you like your sugar-free vanilla syrup as much as I do I suggest that you get yourself to a Starbucks in Islington sharpish.

engaging, innovating, selling

Connecting with Fans and giving Reasons to Buy: how Trent Reznor’s Nine Inch Nails are re-writing the rules of music marketing

the above is a great video from MIDEM – the world music marketing conference – that took place in Cannes (where else?) a few weeks ago.  in it, Michael Masnick discusses how musician Trent Reznor – for his band Nine Inch Nails – has been experimenting with a variety of
new and unique business models to reach
and connect with fans.  according to
Masnick, Reznor's secret is really quite simple:

CwF + RtB = $$$ … where:

CwF = Connecting with Fans

Reznor has used a range of techniques, including hiding secret urls in tour t-shirts (al la ARG), allowing interaction with the music, and ultimately giving a lot of his music away for free

RtB = Reason to Buy

tangible reasons to purchase a product above and beyond the music itself.  for example using CDs that change colour when they're played (a 'non-duplicable USP'), or developing added features which you only get when you purchase product rather than download for free.  Reznor has gone further by super-premiumising physical content (up to $300 a pop for an album) for which fans are happy to pay a super-premium rate

$$$ = lots of revenue generation

the approach certainly seems to work.  by super-premiumising limited editions of Nine Inch Nail's Ghosts I-IV album, he generated $750,000 in less than 30 hours.  the album was free to download, and yet it generated $1.6m of revenue

Masnick goes on to suggest a broader model for Reznor's approach:

Compete with Free + Return to Business = $$$

we could apply this model to a whole host of brands and products.  compete with free by giving your product away; to fans to generate WOM or to potential customers as a recruitment tool.  then return to business; developing ways to premiumise a brand or product, adding value – through marketing – which encourages purchase and revenue generation.  fewer people buying fewer things but at a vastly increased unit price could be no bad thing?

marketing is too often about selling.  it shouldn't be.  selling focusing on the needs of the seller, marketing should focus on the needs of the buyer…  marketing should be a natural extension of the product that adds value and desirability to products based on the wants and needs of the target audience.  how could brands you work on benefit from thinking that Connects with Consumers and develops Reasons to Buy?

converging, experiencing, innovating, selling

When brands hit the high-street: How National Geographic made their brand manifest in spectacular fashion

I learned three things in a jump into central London yesterday.  one, that Uniqlo doesn't do gloves.  two, that the recession has yet to hit Abercrombie & Fitch, the till queue for which was a good twenty-punters long.  and three, that National Geographic have opened a rather amazing store on Regent Street.

National Geographic are not the first (and they won't be the last) media organisation to open a branded retail space, but they're certainly in line to be the one that opened the grandest.  its 20,000 sq ft across three floors sells everything from bug spray to the latest technology in exploration gear, but that is just the start.

the store also aims to provide an absorbing learning experience through interactive visual displays as well as an auditorium to host film
screenings and public lectures.  it's an amazing space, and one that will go towards funding the Society's aims, as copy in the store explains:

"when you buy at the National Geographic Store, you're helping launch new expeditions across the world.  thanks to your help, projects we've helped fund have uncovered the Inca city of Machu Picchu and the wreck of the R.M.S. Titanic.  today the Society supports more than 500 expeditions and research projects a year" (source: poster in National Geographic Store)

it is certainly opening in interesting times; as an article in Retail Week observes, the store is likely to be the last major opening Regent Street (and indeed London) will see in a while:

"Retail pundits will tell you that Regent Street is a thoroughfare
filled with brand flagships where having a presence is rather more
important than making money. This may be so, but in recessionary times
the tendency to let the eye stray towards the bottom line is more
tempting than last year."

which is a shame, because it's exactly this kind of initiative, exactly this kind of engaging brand innovation, that is most likely to future-proof a brand.  as a focus for PR efforts, as a destination, and as a source for new news and sparks for word of mouth, the National Geographic Store is everything an interactive and engaging brand experience should be…

…an experience grounded not in the necessity to sell, but in the discovery and exploration of why that brand pertains to exist in the first place, and what that brand's point of view on the world is; the concept and idea of that brand made manifest.  everything, in short, that a retail space in the early 21st Century should be.







ad funded programming, broadcasting, selling, television

‘Together we’re stronger’ is the message as ITV takes an optimistic tone at the 2009 upfronts

Britannia high
as optimistic as it gets: ITV's Britannia High

'together we're stronger' was the message to media agencies at last week's 2009 upfronts presentation on the Southbank.  and strong is indeed what ITV is going to need us all to be.  with Tesco now openly talking about Q1 2009 being an 'Ice Age' in consumer spending, all media owners are bracing themselves for tough conditions ahead.  the message from ITV is simple: TV is the most effective channel for brand building and behaviour change, commercial TV is more popular than ever, and in real terms the cost of airtime is the same as it was in 1992.  that and a billion pound commitment to the programming budget to boot.

it's all compelling stuff and ITV has plenty to be pleased about; ITV2 and ITV3 are the top two MC channels, over 80% of the schedule is UK original programming, and (with Kangaroo still in the pipeline) is starting to make some strides in online for the corporation – we were informed that three alternate endings to the Liam storyline generated 650k views in one weekend.  who knew.

upcoming programming looks good (you can view the reel here) and includes the remake of The Prisoner with Sir Ian McKellen, and Demons (an early Saturday night partner for Primeval).  ITV have also recently locked down a deal which will see Sage ad-fund the return of the Krypton Factor, with Julian Smith, Planning Account Director at ITV, commenting that it marked "the biggest ad-funded and multi-platform programme ITV has
commissioned and the first one to appear in ITV1’s prime time schedule"

Mediation asked Peter Fincham – ITV's new Director of Television – why it had taken so long for an AFP to make it into primetime.  he noted that commissioning lead times are often very different to those of brands, and that keeping an audience and a brand happy aren't always the same thing.  but the main barrier seemed to be cost – with a Q&A panel adding that brands often baulk at the price tag that comes with making your own show.  this is probably fair and true, and a new approach that starts with what the schedule needs rather than what advertisers dictate is a good starting point – no brand wants to invest in a programme that is simply not going to rate no matter how on-brand it is.

one of the stars of the show was Sunday nights new effort Britannia High (above) which despite buying pretty much every 6 sheet on the underground was severely trounced in the ratings by Antiques roadshow on BBC1 (its viewers may be – according to Fincham – a "coach load of old people", but that there quite a big coach).

part of the problem with Britannia High has been the marketing.  not sure that a 6 sheet campaign really cuts it – especially with a show like this.  my guess is a lot of people just didn't know what to expect, that's not a position a new peak-time show on ITV wants to be in.  it would have been so easy to run some kind of audition-concept format in the run up to TX that would have also explained what to expect.  suspect that it will have momentum but it's an opportunity missed for the channel.  you only get to launch once.

one other gripe is that ITV do rather want to seem to have their cake and eat it…  they're very happy to deliver mass audiences (and so they should), but their targeting ability was demonstrated at a channel level (see below), with ITV1 equaling optimism and ITV2 fun and younger etc.  solid positionings but in a multichannel world you can get more precise targeting elsewhere for less.

ITV_channelsstronger targeting delivering effectiveness (source: ITV upfronts presentation)

the case study for targeting was Harveys' sponsorship of Coronation Street which has generated 3.5m red button interactions with the brand.  a great result but hardly the best example of a targeted proposition.

all in all though a confident performance from the corporation.  here's to the optimism holding as the chill of an economic ice-age starts to bite.