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The best eleven advertising campaigns from the last one year have been compiled together. This list has been handed down by the Gunn Report. Starting the list is the Always ad for the Like A Girl campaign to boost girls’ confidence. The ad which got approvals from influencers such as Arianna Huffington and Emma Watson, campaigned for creation of non-stereotypical emojis centred around girls. Detergent brand Ariel created an ad focusing on fabric washing be shared by men and women. This campaign proved to be a big success in India. Burger King reached out to longtime rival McDonald’s to create a collaborated burger in honour of Peace Day. While McDonald’s initially turned it down, this idea got enormous traction on social media which Burger King used to the hilt to garner positive digital marketing for itself resulting in it being among the top trending topics to ultimately create the Mc-Whooper burger. The next three ad campaigns featured on this list were DB Export’s “Brew-troleum”, Louis XIII Cognac’s “Not Coming Soon” and Manulife’s “The Price of Living 2040”. Next up there was Microsoft XBOX’s “Tomb Raider Survival Billboard” campaign. The eight entry on this list was Sainsbury’s campaign to encourage younger people to increase their reading during the Christmas time. Sweden has always been among the hubs for business innovation and no wonder its tourism department took a leaf out by creating the “Swedish Number” campaign. Rounding off the list were the Art Institute of Chicago’s campaign on “Van Gogh BnB” and Untold Festival’s collaboration with the National Institute of Blood to create the “Pay with Blood” drive.



While well funded companies are willing to go the extra step and invest heavily in marketing and advertising, most of the top level marketers are looking at quantifiable ways of measuring the same. Specific CRM tools have now been developed which can track the exact return on investments on advertising and sales. It uses the concept of business analytics to source every revenue stream from the origin and allot markers for effective lead generation. Companies that are looking to adopt such a CRM tool must beware of some common hindrances that appear. The first level of challenge will be in adoption by sales personnel. This is because sales staff are not used to the rigorous accountability a data backed CRM tool demands. A lot of them will even complain about the rigidity which CRMs enforce leading to time loss. However, this transformation is needed to evolve from minimum performance to best of it. There will also be en number of surprises along the way as numbers will force a rethink. Advertising sources which were thought to be the most productive may instead prove to give lower bang-per-buck. This will also instill a learning process as most personnel will not be aware of the implications of certain bits of data now being generated. The analysts will need to gauge the importance of each such relevant data point in order for the raw data to be used as useful business intelligence.



A lot of companies working on the B2B segment suffer from an over-reliance on a single or few top clients. This is particularly the case in construction and catering businesses. The temptation to tie Fortune 500 companies with a vendor service provider is very strong, but this smaller company must realize that in spite of the best of efforts, the big fish may not always remain loyal. The client may have its own financial issues, have a new corporate strategy which looks to work with in-house talent or may want to consolidate its number of vendors. Thus business development must be a constant activity so that other streams of income are ready in case the big tap dries up. Else the cycle will lead to business losses and the inevitable cutting short of jobs.



There are some benefits that brands provide that lead to happiness. These are commonly known as the 3 Es. They are Enablement, Enticement and Enrichment. Some economists also feel that customer’s value attached to brands is to do with the economic considerations. Due to the vast information customers these days possess, it is only in terms of quality and price that brands may be differentiated from one another. With too much focus on quality or price, certain smart companies have gained market share by launching business innovations that have changed the particular marketplace. Brands are also expected to solve customers’ problems. They start trusting any brand when the inherent fear or apprehension gets replaced by empowerment and security. Salesforce is an example where the company was formed for the purpose of cloud computing but is now much bigger because people trust the name for bringing greater benefits than that narrowly defined.



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