Marketers shouldn't feel pressured to rush into social media just because everyone else is, according to Manchester United marketer Jonathan Rigby.
He would say that, however – the football club is so powerful as a global media and consumer brand that even Facebook had to eat humble pie to get MU onto its platform, banning advertising completely the team's pages.
In today's AdNews, in print and on iPad, Rigby explains: "We've never posted a commercial message on our Facebook page. We've never sold a shirt. We've never sold a ticket. We use social media in the way we think it should be used, which is about engagement and telling stories."
Also in this issue, we dig into the food media renaissance and what it means for advertisers, industry experts talk IP as the future of agency revenue, and John Mescall wonders whether it's time for the government to start funding award entries to Cannes.
"All that money [funding Olympic sports], just to feel good for two weeks in every four years. But what's more important to any nation right now? Being good at competitive track cycling, or being good at commercial creativity?"
Elsewhere: Konrad Spilva, Megan Brownlow, Marcel Fenez, Andy Lark, Kjelti Kellough, Nicole Sheffield, Pip Stocks, Paul Waldren, Julia Mulligan, Sam Smith, Tom Moult, John Steedman, Alan Robertson, Mark Green, Iain McDonald, Julian Watt, Jon Holloway, Stig Richards, Jim Robinson, Paul Rees-Jones, Dejan Rasic and Ian Thomson.
Buy a copy of the magazine. Please. We're so hungry.
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