Wispa it carefully. . . only a real twit would ignore Twitter
Published 11/11/2010 | 05:00
AT the National Marketing Conference, which took place recently at the Four Seasons Hotel in Dublin, a huge crowd of marketing professionals learned that social media are becoming ever more important to successful campaigns.
Every company, no matter how old and conservative, continually has to innovate if it wants to survive.
Speakers covered a wide spectrum, from Trinity economist Brian Lucey to Pato Nuytemans, the chief digital officer for Ogilvy Europe.
The author and veteran of the industry, Martin Thomas, pressed home the need for companies to embrace social media as a marketing tool, instead of viewing them as just something teenagers use to keep in touch with their friends.
"No marketing campaign can be successful today without incorporating Twitter," he said.
The former managing director of Cadbury Ireland, Anne Sawbridge, is now global innovation director for the chocolate maker.
According to Ms Sawbridge, every company must be able to innovate, especially in these uncertain times.
Citing the successful revival of the Wispa bar, Ms Sawbridge said the best ideas didn't always come from within the company.
"We had thrown away the machines used for making Wispa, so the campaign to bring the bar back, which initially sprouted up from social networks, took us by surprise. But we embraced it and it has been a roaring success for us."