July 2006
Campaign;7/7/2006, Issue 27, p24
Trade Publication
The article focuses on opinions of advertising experts about the advertising campaign of big consumer brands. Orange PLC is running its Orange Wednesdays film sponsorship program, created by TBWA\Stream. Karl French, TV reviewer of Financial Times, views that the idea behind the sponsorship program is smart as it develops a mutual beneficial relation between Orange and the film industry. The advertisement of global online radio station Bacardi B-Live, created by Cake, has no talk or news. The advertisement is just a dance music which includes exclusive remixes of tracks. Imran Finley, a student of Southampton University in England, views that expansive music does not work as an advertisement.


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