Our very own Rob Hollands and Rick Evans, MD and Creative Director, have been featured in a magazine this week, although they were slightly disappointed to hear it wasn't for Heat's 'Torso of the Week'. Even better, and far more likely, they feature in this week's The Grocer, a comprehensive source of information for the food, drink and grocery retailing market, talking about the importance of new digital opportunities for FMCG's . If you happen to have a copy the article starts on page 40 and is followed by a fantastic opportinity to win a 30k digital marketing strategy on page 43, if you don't you can download it here.

Rob says he isn't surprised at how successful some digital media campaigns, such as the OXO Factor, have become as it allows the companies to engage consumers and turn them in brand advocates. "It's the open-source philosophy. They want the community to develop the brand or product with them. These online communities are helping build, test and evolve the product."

The article goes on to say campaigns such as the OXO Factor, Kit Kat's Perfect Break and Walkers' Do us a flavour are all great examples of how a good understanding of digital marketing can do wonders for a campaign, however it is too easy to fail without the proper knowledge of how and why digital will work for a particular brand or campaign. "Like a Swiss Army knife, many brands struggle to match the right tool to the right problem", Dalkit Bhurji.

This quote is no truer for campaigns by Skittles, Eurostar and Windows 7. Last year Skittles placed a live twitter feed on it's homepage automatically displaying any content that mentioned 'Skittles', which was quickly high jacked by detractors using obscene language. Eurostar didn't want to invest in a real-time social media listening and responding programme when they set up a twitter account, and so were hit hard when disgruntled stuck customers were tweeting about the lack of information back in December. Like Rob says, "They need to reach consumers directly and on their terms. One-way communication has become a two-way dialogue"

The article does end on a good note speaking about how Coca-Cola has published a guide to engaging with social media for its 92,400 employees worldwide. "It has recognised that its brand reputation is no longer in the hands of a handful of marketing executives and PR representatives". So remember to think before you tweet.