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Audemars Piguet and IC-Agency rewarded in Paris

MPU Famous watchmaker Audemars Piguet was rewarded in Paris during the “Grand Prix Stratégies Firstluxe.com du luxe 2010” for the “Royal Oak Offshore Grand Prix” digital campaign carried out in partnership with Swiss company IC-Agency, specialized in Luxury Digital-Marketing.

Created in 2005, the Grand Prix Stratégies du Luxe has been rewarding campaigns from the biggest French and international brands based on their relevance, creativity and integration within the corporate strategy for 5 years.

Audemars Piguet has been rewarded with a mention for the Luxury Social Media and Online Advertising international campaign carried out with IC-Agency for the launch of the “Royal Oak Offshore Grand Prix” model produced as a limited edition for the Formula 1 Bahrain GP in March 2010.

A true commercial success – the whole collection had been sold at the end of the campaign, this operation has been an online achievement as well. Within 6 weeks, 250 million impressions were delivered to the target audience. With more than 26’000 new qualified Fans on Facebook, increased brand awareness in search engines and controlled acquisition costs despite the use of premium websites, this international multiplatform campaign managed with the support of IC-Agency was able to leverage the best of digital opportunities to address Audemars Piguet’s ambitions.

For David Sadigh, CEO of IC-Agency, « Audemars Piguet is a very high-end, iconic watchmaking brand particularly active in the field of digital. We are proud that our 100% Swiss partnership, uniting the teams of Audemars Piguet in Le Brassus and IC-Agency in Geneva, was rewarded during this event.”

This 2010 edition of the “Grand Prix Stratégies Firstluxe.com du luxe” was won by Hermès for the event, participative website dedicated to the “Voyage d’Hermès” perfume.

By IC-Agency | December 13, 2010 | Actualité , | E-Advertising , | Luxury Watch Special
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The Spanish daily paper "El Mundo" asks IC-Agency about Luxury Market Trends

El_Mundo_logo Recently contacted by El Mundo’s editorial team, IC-Agency shared the latest trends in Spanish online demand for luxury watches.

Read the article "El Reloj Marca la Navidad" appeared in Crónica, the luxury section from the famous Spanish daily paper.


By IC-Agency | January 17, 2010 | Actualité , | E-Advertising , | E-Commerce , | IC-Agency Events , | Luxury Watch Special , | News & Trends , | Sponsored Links
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Hublot Number 1 on Facebook

The presence of Hublot on Facebook has caught IC-Agency’s attention. With more than 50,000 fans, the "Hublot Genève" page has moved to the top, surpassing Cartier and Tag Heuer, who were until now top leaders on the social network for more than a year.

While 440% represents the average increase of new fans for all watch brands, Hublot’s performance represents an increase of 2500%.

J-C-Biver The opportunity to reach 400 millions potential contacts on the largest community website has not escaped Jean-Claude Biver’s attention, CEO of the brand, contacted by IC-Agency, who commented on the brand’s results:

"I am pleased to learn that these results demonstrate that we are a young, high-end brand. It may be the consequence of our general activities on the Net. I think we should use all tools available online without neglecting any of them.


See all the results and analysis in the article ""Facebook and watch brands, one year later" which appeared in Europa Star magazine :


By Jonathan | January 14, 2010 | Competitive Monitoring , | Demand Analysis , | E-Advertising , | E-reputation , | Luxury Watch Special
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Tourism, Internet and Customer Loyalty

Yesterday, Yves-Alain Schwaar, Consulting Director for IC-Agency, hosted a workshop about the impact the Internet has had on the rules of customer acquisition and loyalty. Organized by Ecole Hôtelière de Lausanne (EHL) and its research department, this event incited a great deal of interest from the audience, which consisted of directors and executives from EHL’s Alumni Enterprises.

The key players in online tourism: comparison sites, search engines, travel agencies like Ebookers, Expedia and TripAdvisor were reviewed in order to better understand their impact on a traveler’s online behavior before, during, and after their trip. It is important to note that Kayak, leader in tourism search engines overseas, has extended into Europe: further proof that things are far from stagnant.

To discover more, we invite you to consult the presentation from this workshop:
Tourism: How does the Internet Change the Rules of Customer Acquisition and Loyalty?

By Philip Arseneau | February 11, 2009 | Actualité , | Competitive Monitoring , | Demand Analysis , | E-Advertising , | E-Commerce , | IC-Agency Events , | Perception Analysis , | Search Engine Optimization , | Search Engine Protection , | Sectorial Analysis , | Sponsored Links , | Strategic Consulting
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Luxury Watch Making Publication: New Technologies and Strategies

IC-Agency had the honor of being invited to the Journée Internationale du Marketing Horloger, organized by Club Swiss Marketing in Chaux-de-Fonds, the Swiss capital of luxury watch making.

This was an opportunity to meet over 300 industry professionals primarily from France and Switzerland united by a main theme: “Luxury Watch Publications: New Technologies and Strategies”.

The event took an interesting look at certain efficient trends and news on watch making publications. From the importance of blogs and product placement in videos, to the analysis of campaigns linking the arts to luxury watch brands, the topic of e-marketing was covered by David Sadigh around the theme “How to use the internet to gain efficiency in you rmarketing strategies”. Some of the more notable subjects he discussed are:

• The WorldWatchReport and the myth of counterfeiting
Positioning among search engines
Consumer Generated Media and social networks
E-Reputation Management

The round table, hosted by Grégory Pons around the captivating topic of the future of luxury watch making press, welcomed editors from the main Swiss publishers including Jean-Philippe Arm from Watch Around, Didier Pradervand of Montres Passion, Eric Othenin-Girard of Movment, Peter Braun of Armbanduhren and Philippe Maillard of Europa Star.

 A side note on Europa Star, an IC-Agency partner, who brought forth more than 10 years of experience with regards to integrating the internet into luxury watch makers’ marketing strategies. By pointing the “Actualities” section of the magazine towards the website, Europa Star has succeeded in adapting its publication to the most relevant media channels.

By IC-Agency | December 10, 2008 | E-Advertising , | E-Commerce , | E-reputation , | IC-Agency Events , | Luxury Watch Special , | Search Engine Optimization
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E-Advertising Retrospective

The Journal du Net and DDB Paris are proposing a superb retrospective on internet marketing. Here is a summary of the important milestones that have marked online marketing over the last 15 years:

Rumor has it that the first banner ad was shown in the United States in 1993, but this campaign remains to be found. The official pioneer would therefore be American Telephone & Telegraph, who, in 1994, launched its first banner ad in what would become a standard format: 468x60 pixels.



Between 1994 and 1995, these banners showed an impressive increase in click rate, going from 10% to 40%. Popular websites quickly took notice of the important commercial opportunity and in 1995; the first ad-space was integrated in the Yahoo! Portal.

Thus, the online marketing sector exploded, weighing in as a $267 million a year industry by 1996 (from $37 million in 1995). However, with the arrival of much more intrusive formats, such as interstitials, in 1997 and the overall trivialization of online marketing, banner ad click rates plummeted to 1%, then to 0.5% in 1998. Online marketing needed to be rethought.

Google, with its launch in 1998, quickly brought forth a new form of internet advertising: sponsored links.  The success of sponsored links has helped shape Google into the industry leader we know today.

With the re-purchase of Broadcast.com by Yahoo!, and the launches of Windows Media Player 6 by Microsoft and QuickTime 4.0 by Apple, 1999 would become the year we see the debut of video. Advertisers immediately wanted to integrate videos into their campaigns, but low-speed connections were a large hurdle to overcome.

The arrival of high-speed internet in 2000 allowed for the development of more complex, media-rich banners.  These innovations were very much anticipated since, despite the advent of skyscraper and rectangular (300x250) ads that year, the click rate dropped to 0.1%.

In 2001, the internet bubble burst, and the revenues from online advertising suffered. On top of this, pop-ups and pop-unders invaded nearly one third of web sites, which hurt internet users’ experiences considerably as well as the reputation of the medium in general.Popupinvasion2003400_3 2002 and 2003 paid dearly for this. In the U.S. alone, the advertising industry announced, for the first time, a 16% decrease in revenues from the previous year.

After a difficult period, the online advertising industry reached a new stage in its life cycle in 2004 with the arrival of intermediaries (registrars, ad servers…). 2005 saw the apparition of a new catalyst: the internet user. Once passive, internet users now have the power to easily control the rise or fall of a brand in a matter of minutes through blogs, message boards or other user generated content. Therefore, brands are being much more prudent, opting for more ethics and transparency and less intrusive communication.

2005 is also the year of high-speed democratization. The creation of YouTube brings with it the explosion of rich media, creativity and viral marketing.

The internet penetration rate surpasses 50% in industrialized countries in 2006, which results in it becoming an essential step in a consumer’s buying process.

In 2007, advertisers utilize a mix of e-marketing strategies: anonymous viral video teasers, mini-sites generally accompanied by contests and banner ads for a second time, all of which is tied together by a Google AdWords campaign. Everything is tracked, measured and analyzed thanks to accurate statistical tools which are used to maximize the return on investment over the course of a campaign.

Optimization leads to personalization and behavioral advertising, which is many advertisers’ dream. Luckily, Holistis was created for that ;)

By IC-Agency | August 20, 2008 | E-Advertising
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IAB Report: Fourth consecutive year of growth of US online ad revenues

US online advertising revenues continue to grow at an impressive rate. In 2007 it exceeded $21 billion, over 25% more then in the previous year. That is according to “2007 Internet Advertising Revenue Report” conducted by PricewaterhouseCoopers for IAB (Interactive Advertising Bureau).

While there is a decline in the growth rate comparing with the prior years, Internet remains to be the fastest growing medium in terms of ad spending. Recently published Nielsen study reported that an overall US ad spending increased only by 0.6% in 2007 versus 2006. 

When commenting the results of the IAB report, Randall Rothenberg, President and CEO of IAB said: “This achievement is a testament to the continued vitality of interactive. Explosive innovation in the industry is providing marketers with new and unique ways to reach consumers—it’s a very exciting time.”

Key Highlights of the IAB Report

Search and display ads continue to drive the growthAd_revenues_3

Search remains to be the most important online ad format in terms of revenues. Search advertising revenues increased by 30% from $6.8 billion in 2006 to $8.8 billion and generated 41% of total 2007 yearly revenues.

Display related ads, which include display ads, rich media, digital video and sponsorship accounted for 34% of full-year revenues and totaled $7.1 billion. For the first time IAB broke out video which used to be included in rich media formats category. It generated 2% of total revenues while the share of rich media augmented from 7 to 8% even without the contribution of video ads.

Consumer advertisers continue to lead

Consumer advertisers represent the largest industry category. In 2007 they generated 55% of full year revenues comparing with 52% in the previous year. In the key category, 47% of the Internet ad spending was held by Retail, followed by Automotive (21%), Leisure (13%), Entertainment (9%) and Packaged Goods (8%).

Shift to performance-based pricing models

The share of performance based revenues increased from 47% up to 51% whereas the share of CPM-based pricing shrank to 45%. 

The full IAB report is available here.

By IC-Agency | June 04, 2008 | E-Advertising
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Google brings its AdWords model to TV

Tv_2 Google AdWords revolutionized online advertising by coupling targeting features with a bidding system and an easy to use interface. Setting-up accounts, optimizing campaigns and monitoring performance are a breeze in Adwords, and are a welcomed change in the advertising industry. Now, with Google TV Ads, they are bringing these elements to TV ad purchasing.

Accessed through the AdWords platform, TV ads can now be uploaded, scheduled and purchased within seconds. At the click of a mouse, a mix of networks and dayparts can be scheduled.  Specific shows can be found through a keyword search and added (or blocked) to your ad schedule. Google can even suggest the appropriate mix according to your target demographic.

Google is also applying key elements of its bidding features to this platform. The cost is determined through bidding system similar to that of AdWords, where a maximum CPM is identified, along with a daily budget. Also, you will only be charged for the actual number of impressions.

The advantages of such a system are numerous. To name a few:

  • Simple and flexible campaign management can make it much is easier to start a campaign, which can attract new advertisers.
  • A/B testing can be done within days.
  • Performance data, available within 24 hours, can be used to increase ad placement efficiency,providing a better ROI for the advertiser.

Being a manager of many sponsored link campaigns using Google AdWords, we will be following this story very closely. What are your thoughts? Will it be a hit?

By Flavio Quaranta | May 01, 2008 | E-Advertising
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Online Video Ads: what will the future bring?

For the last few years, a growing portion of many companies' advertising budgets is going toward the Internet. The saturation of traditional portals and the constant growth in the number of Internet users worldwide bring a migration of advertising dollars from offline to online.

Among the numerous forms that online advertising can take (sponsored link campaigns, ad banners, etc.), the video format could become one of the most popular vectors of the next few years. This is what is explained in this article by Karolina Winiarska, Account Executive at IC-Agency Geneva.

By IC-Agency | February 20, 2008 | E-Advertising
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The secrets of online Advertising

Despite a rather tight general advertising environment, the Internet is showing results that are downright enviable. Online advertising is in full expansion, and should represent close to 10 percent of the overall advertising monies spent in 2010.

Luxury brands are now beginning to master this media: The article The secrets of online advertising, written for the latest release of Europa Star, highlights this growing trend.

By Liah Banon | January 11, 2007 | E-Advertising , | Luxury Watch Special
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Flavio Quaranta
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