Top Story

e4m_logo.png

Home >> International >> Article

International: Brands offered protection from bloggers

19-December-2006
Font Size   16
International: Brands offered protection from bloggers

As companies around the world wake up to the potential reputation damage that can be inflicted by blogs, marketing services group Creston is hoping to sign them up to a brand management product.

Creston, which owns advertising agency DLKW, today unveiled details of what it claims is a unique product that scans blogs and gives companies a strategy on how to protect their brand.

"What has happened with the growth of the internet is that brands and manufacturers have lost control of their brand reputation and that is because of bloggers," said Creston's chief executive, Don Elgie.

"The problem is companies are often very unaware of what has been said about them."

Mr Elgie said that Creston will tell clients, who he expects to be Ftse 100 calibre, how to correct false information on blogs and how to deal with legitimate complaints doing the rounds in cyberspace.

Many firms have started to pay attention as a rapidly expanding slice of the web is devoted to vitriolic, often obsessive blogs listing the shortcomings of well-known companies.

Dell learned recently about the growing power of the blogosphere when it recalled 4.1m laptop batteries after a video showing one of its computers bursting into flames was posted on the internet.

There are well over 35m blogs on the net and firms struggle to stay abreast of them all, handing an interesting business opportunity to public relations experts like Creston.

However, the group will have competition from New York firm Nielsen BuzzMetrics, which has developed an expertise in monitoring blogs - it works for some 150 of America's Fortune 1,000 firms.

Mr Elgie said Creston's e-Influence scheme was unique in terms of the brand management features it pulls together. The service had been tested with Creston clients and was set to launch at the start of next year, he added.

He was speaking after Creston posted a 35% jump in pre-tax profits to £4.9m in the year ended September 30, from £3.6m the year before.

Creston also revealed it had bought specialist healthcare advertising firm PAN Advertising for a maximum consideration of £18.8m.

"Healthcare is a vibrant and growing sector," said Mr Elgie.

Source: MediaGuardian

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign