SATELLITE & CABLE: Loving it up in the mainland

<p>In China, editorial context for advertising messages is a primary </p><p>obstacle due to the limited number of suitable options. </p><p><BR><BR> </p><p>An emering media marketplace offers an increasing range of media </p><p>possibilities, but these are largely scuppered by vendors with little </p><p>marketing savvy. </p><p><BR><BR> </p><p>TV advertising tends to be the easiest way to reach a mass audience, but </p><p>poor programme quality and ad clutter during breaks has negative rub-off </p><p>effects on brands. </p><p><BR><BR> </p><p>Due to these inherent and wide-ranging problems, television programming </p><p>and syndication have become increasingly sophisticated as a supplement </p><p>to or even the driving force in brand communication plans. </p><p><BR><BR> </p><p>McCann-Erickson Guangming Shanghai decided that this was the best route </p><p>to go for a number of its clients, including Maybelline and </p><p>Motorola. </p><p><BR><BR> </p><p>However, instead of simply choosing from whatever was available, McCann </p><p>decided to co-own the entire production, placing control mechanisms in </p><p>place to address issues such as quality, monitoring, compensation and </p><p>off-air promotions and marketing. </p><p><BR><BR> </p><p>Co-ownership of programming would also allow in-programme product </p><p>placement for clients, programme PR and event marketing with the show's </p><p>stars. </p><p><BR><BR> </p><p>The new programme, Love Talks, was described by the Maybelline client as </p><p>"an integral part of our marketing plans" - and two non-McCann clients </p><p>(Pond's and Lux) were so impressed by the concept that they immediately </p><p>signed up regardless. </p><p><BR><BR> </p><p>Overall, the concept was deemed a huge success, with solid ratings, </p><p>positive press coverage, enthusiastic reviews of the programmes </p><p>themselves, and added value/exposure for the brands when the shows were </p><p>distributed in other markets such as Taiwan, Hong Kong and the US. </p><p><BR><BR> </p><p>Related websites were also set up alongside the programmes, and these </p><p>generated more than 200,000 hits. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>