Media360: Virgin Media marketing chief on David Tennant signing - Marketing
"We knew he'd be good but we didn't know quite how good," Gilbert said of the former 'Doctor Who' actor, who has appeared in three ads for the brand since the end of March.
"Millward Brown tell us it's the most successful use of a personality that they've seen."
Gilbert was speaking at Haymarket's Media360 event on Friday (18 May), where he was asked whether the brand had lined Tennant up to appeal more to women.
"We didn’t specifically choose [him] because of women, but we wanted someone who was really engaging and who wasn’t commonly used in advertising," he said.
"He's only ever done ads once before and that was 10-years ago before he became famous.
"It was an opportunity to choose someone who has quite broad appeal but who was able to deliver and be believable in delivering these kinds of stories."
Despite Gilbert's approval, the ads have not been entirely problem-free. One had to be pulled after BBC Worldwide, the commercial arm of the BBC, complained that featuring Tennant, a 'Doctor Who' programme logo and Virgin founder Branson using a time machine, implied that the long-running BBC sci-fi series was endorsing TiVo.
Gilbert also indicated he was very happy with the brand's first sponsorship of 'Britain's Got Talent' with production companies Syco and Fremantle Media and broadcaster ITV.
The cross-platform sponsorship included broadcast sponsorship of all 'Britain’s Got Talent' programming, online sponsorship, mobile and off-air licensing opportunities as well as sponsorship of 'America's Got Talent'.
"It has been a really good experience and we’ll probably do some more of that," he said.
Gilbert credited the sponsorship with helping create internal advocacy for the brand, explaining that Virgin Media invited a large number of staff and customers to get heavily involved.
"We put them in the idents," he said. "Some of those idents with people showing credits are actually customers, some are staff and one or two of them are famous people."
There are further plans to involve Virgin Media staff with the brand via an internal communications programme, Gilbert revealed.
"We are beginning to do a roadshow around sharing the work that we've been doing. We have a programme that will be kicking off either later this year or next year."
Villas-Boas craves longevity - Football
Published: 23 May 2012 - 17:47:07
Andre Villas-Boas, one of the favourites for the vacant Liverpool job, is looking for a club with a "strong technical plan" which has longevity, according to his agent.
The Portuguese is the front runner to replace Kenny Dalglish but has also been linked with Italian club Roma, whose manager Luis Enrique left the club a week ago after a disappointing eighth-placed finish. Villas-Boas himself was dismissed at Chelsea just eight months after signing a three-year contract as Europe's hottest managerial property.
The 34-year-old thought the move to Stamford Bridge would be the start of a long-term project but after being unceremoniously dumped by owner Roman Abramovich, he wants a new chance to re-establish his credentials. His agent Carlos Goncalves told romagiallorossa.com: "What we are looking for is a strong technical plan, that is solid and durable."
He added: "Villas-Boas would like to return to coaching in these conditions, but if these conditions are not available, we would have no problems not working.
"I won't confirm or deny contacts with specific clubs. What we are interested in is a technical project, its outlook and a situation that has longevity.
"Liverpool? Again, we look for a club which is very strong and competitive.
"We will see if there are conditions that will attract us with any club."
Wigan manager Roberto Martinez was one of the first contenders to be revealed and while the Latics boss has now gone on a Caribbean holiday it is thought he is preparing for a meeting with Liverpool's principal owner John Henry and chairman Tom Werner in the coming days.
Reports have linked Louis van Gaal with the sporting director's role at Liverpool after an internal restructuring at the club by Fenway Sports Group divided up the responsibilities previously held by director of football Damien Comolli.
However, suggestions in Holland are that the 60-year-old former Ajax and Holland coach, who has been out of work since he was sacked by Bayern Munich 13 months ago, would prefer the manager's job.
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Compost company sued for $425 million over smell in Utah County - ksl.com
AMERICAN FORK — A new lawsuit claims a compost facility in Utah County has or will cause $425 million dollars in damages to business in the area because of the smell.
Most of the complaints are coming from an office complex about a half-mile north of the publicly-owned compost facility and wastewater treatment plant. The property owner and nearby cities are filing a lawsuit over what they call a foul smell.
It has a reputation as the best compost around, to help your flowers grow and the vegetables in your garden to flourish-but for the neighbors of the Timpanogos Special Service District, the odor from the compost piles, is at times too much.
"When the wind blows in the wrong direction, I get emails, I get phone calls and we've been promised so many times this is going to stop," said developer Mark Robinson.
When the wastewater plant was built, it was in an open area, far away from any business. But over the past decade, businesses and office complexes have sprouted closer to the plant, which composts human waste with tree limbs and other green waste.
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