This article looks at two channels – Bauer and C4 – who are increasingly toying with the format traditional ad break. It’s yielding great results.

TV commercials are traditionally portable around programming schedules (unlike sponsorship which is necessarily programme or strand specific). But some channels are now offering more creative advertising solutions to achieve deeper cut-through in the ad break.

Channel Four have experimented heavily with new approaches, creating brand interaction between advertisements. For example Comedian Jimmy Carr “interrupted” ads during the Comedy Gala night and on another occasion an HP spot highlighting its Photosmart printer’s touchscreen functionality took over the break, as a finger “swiped” the screen to jump between commercials.

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The changing landscape

There’s no need to tell HR departments that internal communications has been the poor relation of the marketing family. Advertising seems to eat up the big budgets, the most talented creatives and the focus of senior management.

However, most businesses now understand the vital importance of a dialogue with the people who actually have to deliver the brand promises to customers – their own workforce.

Creating great internal communications enhances talent attraction and retention, improves strategy, performance, and ultimately the external customer experience.

Duke is an award winning digital marketing agency with expertise in film, animation, branding, motion graphics, digital implementation and delivery. Among our satisfied clients for internal communications we count Dell, Nike, Discovery, Symbian, EA Interactive, Fiat and ITV.

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