Famous people who can teach us about media planning

#3 The Spice Girls

The UK Music scene, 1995

The UK Music scene, 1996

But what did they really get out of it?

Even if there were just a cynical marketing exercise, it certainly worked

I’M FILTHY RICH!!!

Imagine if they were an FMCG brand and Simon Fuller their marketing director…

So how did they do it?

We can’t put it down to talent alone

* There is a joke on this page

With thanks to Smash Hits magazine, they started to build differentiating personalities

Girl Power!

RAAAAH!I love my mum

“……….”High Kick!

Always the same

And whatever they did, the personalities remained the same

In media terms, they were platform neutral

Their brand identity was so strong that they traversed all media

• If you entertain on TV, you need to entertain online

• You still need to “do” things to keep the message, and your brand, consistent

As should our brands