Ad-portfolio holders prepare to speed date
Published 07/04/2011 | 05:00
OGILVY Group is to host Dublin's Portfolio Night for the second year running. Portfolio Night is said to be the world's largest simultaneous advertising portfolio review event. It will take place in Ogilvy's offices in Dublin on May 26.
Devised by Toronto-based ihaveanidea.org, Ogilvy says the event sees aspiring advertising copywriters, art directors and designers meet the industry's leading advertising creative directors in a fast-paced evening of advice, networking and recruitment.
The night will take a speed-dating type format, with each participant having three 15 minute review sessions with three creative directors.
Portfolio Night will be held simultaneously in more than 40 cities around the world. The event is also being strongly supported by The Institute of Creative Advertising and Design (ICAD) in Dublin.
JP Donnelly, chief executive of Ogilvy Group in Ireland, said: "We are very pleased with our association around such a successful event and providing a forum to give the next generation a real chance to advance their careers."
Full details at www.portfolionight.com.
Partner yourself with YouTube
WHAT do Justin Bieber and The Rubberbandits have in common? Apart from being musical sensations, they also got their break after being spotted on YouTube.
The video website has been used as a forum for artists to showcase their wears almost since it was founded, but now YouTube is formally entering into "partnerships" with aspiring musicians in an effort to capitalise on the "luck" element in getting a big break.
YouTube's Patrick Walker explains more. "The partner programme allows us to work with singer/songwriters and other musicians and can showcase their works."
In addition to the partner programme, Walker reasserted that YouTube continues to build its partnerships with the major record labels, which are coming around to the idea of using YouTube as a revenue device.
If a music company sees unauthorised use of their tracks, then they can place what ads they want on the video.
That calls for a Carlsberg
CARLSBERG'S decision to drop the 'Probably the best lager in the world' tagline earlier this week took some people by surprise while the "that calls for a Carlsberg" slogan, which has replaced it, has been greeted with indifference by some.
Despite that, Carlsberg's marketing manager Justine Donohoe of Diageo Ireland (Diageo distributes Carlsberg here) believes the rebranding is a natural step for the market here. "Believe it or not the 'Probably' line hasn't been used in Ireland for two years now, so the effect may not be as much as some think it will be. The issue we felt with the old slogan was that it could be taken one of two ways: either 'Carlsberg is the best and we're just being polite', or 'maybe we aren't the best and we're not too confident about the product'."
Carlsberg Group is one of the largest brewers in the world. Last week, Diageo boss Andrew Morgan said his company would be cutting back on advertising in Ireland, but Ms Donohoe says that plan will not affect the marketing of Carlsberg.
"Diageo's agreement with Carlsberg in Ireland is quite separate from the rest of the company so any marketing decisions in relation to Carlsberg are made in consultation between us and the company in Denmark -- Diageo's spend is quite separate."