What We Think
OMD UK has won the pitch to provide above-the-line media planning and buying for Sequel UK brands GUESS Watches and Jewellery. Sequel UK holds the license to distribute GUESS Watches and Jewellery in the UK. Sequel UK brands are sold in over 800 stores throughout the UK. Broadcast media planning and buying for the brands were previously handled in-house.
Taking GUESS Watches and Jewellery to TV for the first time, OMD UK will help to develop the communications strategy for the portfolio. The first campaign activity is due to launch over Christmas.
Of the appointment, Katrina Lawton, Retail Marketing Manager, Sequel UK, says “As award winning experts in their field, we are looking forward to our partnership with OMD UK on our very first Nationwide TV campaign in the lead up to the holiday season.
What’s happened this week:
Twitter get ready for kick off early; allegedly opening auctions for 2014 World Cup inventory later this month.
Google launched Databoard a new home for their huge research dataset with powerful info-graphic tools.
Thom Yorke (Radiohead) announced on Twitter that he has removed his music from theSpotify streaming service in protest of their artist payment policy
With Download Festival already in our rear-view mirror and the mighty Glastonbury looming ahead, we are truly in festival season. Here in DataScience, OMD UK’s data analytics division, we have been looking at what the data from the world of festivals tells us so that you can get the most out of festival season 2013.
When it comes to festivals in the UK, the obvious topic seems to be the weather. Could we take all the data we have available and predict if it will rain at Glastonbury this year? The quick answer to that question is a slightly nervous “no”. With fears of making a Michael Fish level mistake with our predictions,we have turned our attentions to the artists instead, letting you know if you are getting the most bang for your festival buck and helping make that all important decision about which festival to attend.
We have delved into the websites of the UK’s top 10 festivals (as defined by the Metro) to have a look at who is performing where, tidied them up so that “Emeli Sandé” matched with “Emeli Sande”(the difference is pronounced), and ended up with a definitive list covering artists from 5ive to Zane Lowe, across Bestival and through to Wireless.
To identify what you are getting for the money spent on festival tickets this year, we have created a ‘uniqueness’ metric for each festival, looking at the proportion of a festival’s line-up which is unique and which artists they share with one another.
If you are looking for a truly individual festival experience then Download is the winner for you. A massive 96% of the acts who performed at Download this year aren’t playing at any of the other nine festivals we analysed. This is not too surprising considering they pride themselves on being the UK’s premier rock festival, but it’s always good to know you are getting the unique experience you were sold.
The Secret Garden Party and Latitude also live up to the hype when it comes to uniqueness as they strive to offer “a four day party like no other” and “more than just a music festival” respectively. Some may say that including poet laureate Carol Ann Duffy in your list of artists is cheating a little, expect an understated performance followed by polite applause rather than rocking out on the main stage in front of a moshing crowd, but she certainly helped keep that unique performer score high.
At the other end of the scale T in the Park shares 88% of its line-up with the other nine festivals leaving it at risk of being dubbed too mainstream by hipster types. We prefer to think of it as a sort of “best of the fest” offering a wide range of acts from all the other major festivals.
We also ran some correlation analysis (try not to get too excited, it’s what we do) using the festivals and their line-ups to find out which two were most in line with one another. Not surprisingly, considering their low proportions of unique acts, V Festival(s) and T in the Park were the closest matches sharing a total of 26 artists; 35% of V Festival’s acts and 29% at T in the Park.
So, for anyone not wanting to make the trip to Scotland then consider swapping your T for a V and you’ll find your musical tastes nicely covered further south.
Enough about the festivals, what about these artists? Our dataset is bursting with 1755 acts across the 10 festivals (what proportion of these acts we have heard of I will not divulge). Who is creating the largest carbon footprint hot footing it around the country performing at multiple events?
The word cloud below shows all the acts performing this summer, the larger they are the more times they are performing (you get the literary picture).
The name that stands out above all others is Rudimental, an English electronic music quartet (thanks Wikipedia!), who are the only act playing at a total of six of our ten festivals this year. This is a good year for Rudimental fans who don’t mind spending money and getting muddy. Four acts – Bastille, Disclosure, Everything Everything, and Jessie Ware – are playing a still impressive five festivals and another 14 artists, including friend of OMD UK Rita Ora, are playing at four out of the ten.
So what is our advice to you from all this cross-referencing and analysing?
First of all, if you want a unique festival experience with a pure rock vibe then you are sadly too late as Download has been and gone. For everyone else there is a wide range of festivals coming up this summer, not always with a totally unique line-up, but with a shared cache of entertainers numbering in the thousands rather than the hundreds, there is something for everyone out there and each festival has an offering at least 22% unique. So, wherever you go there is an experience like no other waiting for you to find it, just try not to get too drunk and set fire to your tent or you’ll never get there.