Marketing News: Carlsberg TV and Web Campaign Shows Audience How to Become a Prime Candidate at PartiesCarlsberg has gone live with a new TV and internet campaign designed by Prime Group Sweden which is squarely aimed at young men who 'want to know how to be popular at parties'. The campaign asks and answers these questions in a slick production that is based around a series of four entertaining TV vignettes. Each covers a different aspect of partying and projects the results of on-the-spot research into such essential pieces of partygoer knowledge as: how to look good, what is the best style of dancing if you want to make an impression with girls, awareness of what your body language is saying, and how to become good at flirting. The Carlsberg branded experiments use scientific gadgets including sweat meters, eye-tracking devices and physical responses to stimuli such as fashion dress sense, different types of music and best stance to take at the bar when eyeing up a potential date. 
 
Marketing News: The Media Shop : Is media planning and buying an art or science?The best is a combination of both - because the range of options is now so wide and the media consumption patterns so changeable that it takes brainpower as well as computing power to devise the most appropriate campaigns. Contrary to the push-button school of media buying, we don't take the same media route for a beer and a university, even if the audiences are identical. Rather, we first get under the skin of the client's business to understand the differentiating features and nuances, then search for solutions that satisfy both the numerical criteria and spirit of the product involved. Technically we use the most advanced research and analysis systems available, as you would expect, but The Media Shop's credibility with clients is based on both our media innovation and an inclination to treat clients' money like our own (something only an independent company can do) - with respect.
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