branded content Archives

Jan 14

8

Nespresso: Journey to South Sudan

A Creative Challenge for a London Agency We love a filming challenge here at Scorch, so when we were approached by our friends at Weber Shandwick to film in the newly formed country of South Sudan, we were all for it! A beautiful country that had only recently won its independence from Sudan, and that was still in the grips of a civil war, we would be the first film crew to land there other than the occasional news team. This is not a job to be taken lightly, and we...

Jun 08

13

Infographic: Launching Your First TV Advertising Campaign

By Scorch | Opinion, Uncategorized | No Comments

Mar 30

33

Should brands take a stance on social issues in their ad campaigns?

By Scorch | Uncategorized | No Comments

Up until recently there had been an unspoken agreement between consumers and their favourite brands when it came to social and political issues. Brands took on the guise of a neutral and all-loving corporate entity, being careful not to share too many opinions; consumers were careful enough not to ask too many questions – we gave them our money, they gave us a killer pair of heels or a fancy new hat and we all lived together in perfect (and ignorant) harmony. But a new generation of ethical consumers has...

Feb 22

30

Bridging the gap between ATL and BTL advertising

By Scorch | Uncategorized | No Comments

Admen of a certain vintage still talk about ATL and BTL as a thing. They’ll tell you how above-the-line – that’s broadcast TV, national radio, some mass-media print - works for driving brand awareness. On the other hand, below-the-line – direct mail, e-CRM, anything wobbling on a shop counter – is only good for driving response: the domain of the coupon-clip and the voucher code. Some (silly) advertising agencies think above-the-line broadcast campaigns are somehow “better” than the below-the-line expertise of CRM. Here at Scorch, we think it’s time to...