Oister Consulting

14/05/2015

Data is the voice of the customer. Tailored content is how we reply.

18/11/2014

Clever idea to keep a movie in the press after its first weekend.

LOS ANGELES — Whether anyone actually pays $34.99 to see Interstellar as many times as they want to, in any format, is immaterial. The brilliant stroke of movie publicity behind...

03/10/2014

How to ruin one of the best global loyalty programs? Just add layer after layer of complexity:
In the beginning Miles & More just gave simple distance miles.Then they differentiated between status and award miles. So far so good.
But this year they introduced additional status stars - without any benefit beside being a show-off tool.
And now they introduced a third mile category: the Selection Miles. With very poor benefits - given the fact that you have to fly at least 50k or 125k miles to qualify for the selection benefits.
Good bye Miles & More. You finally left my collection of global benchmark cases.

Miles & More Selections: from this summer, there will be a variety of additional benefits available to frequent-flying status customers!

10/09/2014

A brilliant food retail idea for an authentic grocery chain.A win-win-win-win-situation for all involved parties (including the environment).

Harris Farm's Imperfect Picks helps aussie farmers, helps the environment and helps families save money. In store and online today.

15/07/2014

The Adidas creative hub during the WorldCup shows, how social media agencies can soon take over real time creative excellence from the classic creative agencies. We will see them more and more often in Cannes with golden and silver lions.
Having agency- and client-team with decision power together is key with excellent technical infrastructure.

On July 4, I'm watching the Colombia vs Brazil match on three flat screens from World Cup sponsor Adidas' marketing hub in Rio de Janeiro.

23/06/2014

Coke set up a crowd-co-creation structure to pick up social media trends and link them to their brand. Sounds like a clever approach.

Coke aims to collaborate with fans to drive real time marketing strategy and create a 1+1=3 impact to leverage the volume of user generated content about the brand online.

20/06/2014

Interesting insight how to manage a global company with 175k employees across 3000 offices in 100 countries. In the end its all about how to motivate people to collaborate. And there MS has an interesting observation.

LinkedIn Executive Editor Dan Roth speaks with WPP's Sir Martin Sorrell about the state of advertising, creativity, Mad Men, and more.

20/06/2014

I agree with W**d that "holistic advertising has to be led by brand, not by channels". And brands need "orchestrators" to coordinate these channels (not very new insight, but still true).
This role of "orchestrators" could be a good opportunity for the big networks to justify their existence and advantage against the smaller, more dynamic independent specialized agencies.
But these orchestrators will require to have the authority leading across all specialized media-, digital-, mobile-, advertising-, design-, pr-, xyz-agencies of the network. A lot of silos and egos to moderate and motivate, a hell of a job.

Agencies need more help with orchestrating cross agency relationships and managing specialists to avoid fragmented media channels driving marketing and fragmenting brands.