Posts Tagged ‘business’

From Customer Expectations to Customer Experience

May 4, 2017  |  Media Week  |  No Comments

I may sound like a broken record by saying this yet again, but the customer must always be at the center of your business decisions. It doesn't matter if you oversee marketing, product or technology: Every decision you make must take your customer into account. Otherwise why make all of those decisions in the first...

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How Zappos Is Using Its Internet-Connected Outhouses to Boost the Brand

April 28, 2017  |  Media Week  |  No Comments

When it comes to doing your business, Zappos' internet-connected outhouses might be able to offer a lesson--and perhaps even a number, too. The online retailer's Porta-Party, which it debuted in 2015, has been touted by CEO Tony Hsieh as a way to disrupt the $2 billion industry with something that makes going to the bathroom...

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A Downtown Loft Development Steeped in the Glory Days of Print Newspapers

April 14, 2017  |  Media Week  |  No Comments

There are six floor plans available at 715-17 Locus Ave. in downtown Des Moines. All of them named in honor of the business that previously occupied the 14-story highrise space now known as R&T Lofts. Fittingly, the most expansive plan, a 2 Bedroom/2 Bath unit laid out over 1,172 square feet, is called Above the...

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Global Consultancies Are Buying Up Agencies and Reshaping the Brand Marketing World

March 13, 2017  |  Media Week  |  No Comments

In the waning weeks of 2015, Mike Barrett, president of San Francisco agency Heat, and his partners, John Elder and Steve Stone, faced the biggest decision of their careers as they mulled acquisition options for the shop, which, true to its name, had grown to rank among the hottest independents in the business. Should they...

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SB Nation Promotes Elena Bergeron to Editor in Chief, Kevin Lockland to General Manager

March 3, 2017  |  Media Week  |  No Comments

SB Nation ups executive editor Elena Bergeron to editor in chief, a title she will be originating for the Vox Media-owned sports site. Another SB Nation staffer, Kevin Lockland, also gets a new role, moving from vice president of editorial to general manager, where he will focus on the business side of the site, including...

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Anomaly Los Angeles Wins Diet Coke Creative Review

January 24, 2017  |  Media Week  |  No Comments

The Coca-Cola company has chosen Anomaly as its newest creative partner on the Diet Coke brand after a review. "Coca-Cola North America Marketing maintains a strong roster of agencies that help craft meaningful communication for our brands," a company spokesperson wrote. "Diet Coke has selected Anomaly L.A. for its latest brand creative assignment. We look forward to collaborating with the team to develop new work for Diet Coke." News of the review broke last October . Droga5 had formerly been agency of record on the brand for several years but parted ways with the client "several months" before Coca-Cola announced that it would be looking for a new creative partner. According to sources close to the matter, Anomaly and Ogilvy & Mather—which has long worked on international campaigns for Diet Coke—were among those competing for the business. The New York-based, MDC Partners-owned agency first announced plans to open a new Los Angeles office last summer after winning lead creative duties on Apple's Beats by Dre brand in May. The size and nature of the Diet Coke assignment are unclear at this time, and Coca-Cola representatives have not responded to requests for more information regarding the nature or timing of campaigns from Anomaly. According to the latest numbers from Kantar Media, the parent company spent approximately $45 million on paid media promoting Diet Coke in the U.S. in 2015 and $35 million during the first nine months of last year. At the very least, the company aims to boost consistently declining sales rates; last year, U.S. soda consumption fell to a 30-year low .

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H&R Block’s CMO on Jon Hamm and Why He’s the Perfect Tax-Season Spokesperson

January 10, 2017  |  Media Week  |  No Comments

Taxes often are a dull affair, but this year, H&R Block is shaking things up with a new ad campaign starring the dapper Jon Hamm. The set of three ads from agency Fallon, the first of which debuted just after Christmas, uses the tagline "Get your taxes won" as a way of positioning the brand against competitors like TurboTax. With 12 TV spots airing in the run-up up to tax season, it's the largest campaign in the brand's history. The second set of ads, launching this week, features Hamm on a movie set, humorously explaining the features of H&R Block's tax promos and their advantages over TurboTax. Adweek met with H&R Block's CMO, Kathy Collins, to discuss the brand's marketing efforts as tax day approaches. Adweek: How is H&R Block positioning itself against its competitors, which often offer cheaper services, this tax season? Kathy Collins: We had a rough tax season last year, and we knew we had to do something bold. We had never called out any competitor by name [before now]. TurboTax had a great season; we did not. Sixty percent of people want help with their taxes, so we're emphasizing our expertise. TurboTax and others say, "This is easy. You don't need expertise," but our point is, you do because you might be leaving money behind. We can help you navigate through the tax code, which is 75,000 pages long. When we started the business in 1955, the tax code was 500 pages long. People who do their taxes on their own make a mistake about half the time, so highlighting our expertise is the right way to position the brand. Why did you choose Jon Hamm as a spokesperson? Because he has range.

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Unruly’s 2017 Predictions on Changing Media Consumption Behaviors

January 9, 2017  |  Blog  |  No Comments

Here’s what you need know. In 2017, media consumption behaviors will only continue to change as emerging technology continues to evolve - staying on the cutting edge of these consumer behaviors is a big task! Unruly, a digital video distribution agency with a focus on emotional intelligence, has released their social and digital consumption predictions for 2017. Unruly’s managing director Oliver Smith will will be a featured speaker at our upcoming Engage: LA conference. The  report covers the following: Augmented reality has the scale but VR will have deeper impact. Vertical creatives will be the rule rather than the exception in 2017. Audio will have

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Here’s How Each Major Ad Agency’s Stock Is Looking as the Industry Prepares for the Trump Era

December 19, 2016  |  Media Week  |  No Comments

Before Nov. 8, the big advertising holding companies faced a straightforward, slow-growth future. The business would continue to evolve, and the agencies would continue to adapt by expanding their capabilities, especially in digital media. But the election cast a blanket of doubt on the prospects for the major players. "To be clear, there was little uncertainty during the campaign," says Brian Wieser, an analyst at Pivotal Research Group. "Most business observers would not have believed that this outcome was possible. Now there is uncertainty." Industry watchers are grappling with the implications of Donald Trump's victory for the ad business, which had already absorbed one electoral shock with the vote in June by British citizens to leave the European Union. In their last quarterly reports before the presidential election and the first to fully reflect the U.K. balloting, the big holding companies—Omnicom, Interpublic, WPP, Publicis and Havas— offered a mixed reading on the health of the industry. At one end of the spectrum, Interpublic beat earnings expectations and boosted its outlook for the remainder of the year. At the other, account losses took a toll on Publicis, which reported weaker North American sales. For the ad industry, the big fear is that buyers will simply put their spending plans on hold while they wait and see how the new administration takes shape. If, for example, Trump follows through on his harsh campaign rhetoric regarding international trade, cross-border business could become more difficult. "We got so little insight into [Trump's] policies and plans from the campaign," notes Tim Nollen, who follows the ad industry at investment bank Macquarie

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GNC Plans a Fourth-Quarter Comeback This Year With Its Super Bowl Ad Debut

December 16, 2016  |  Media Week  |  No Comments

Among the many familiar faces, including Skittles and GoDaddy, one new brand will be making its Super Bowl debut this year: GNC, long known as the place one goes to buy vitamins in bulk. The retail chain's bid is part of an elaborate rebranding strategy after a year that saw its stock price fall by more than 50 percent. Bullish, a creative "accelerator agency" launched in January by veterans of Deutsch and Johannes Leonardo, is serving as creative advisor on the campaign and also working on GoDaddy's Super Bowl LI entry. The spot will air during the game's first quarter, and it represents a national buy with buybacks up to two months after the Big Game. Its purpose is to let consumers know that GNC is making some changes. On Thursday, GNC announced plans to close all stores on Dec. 28 and reopen the following day as One New GNC, offering universal prices to replace a setup that had allowed for multiple pricing structures across channels and membership levels. The chain will also introduce a new loyalty program, mobile app and point of sale terminals to streamline the purchase process across locations. "For the last two years, we have spent time, through research, listening to thousands of customers who told us that our business model could use some improvement and the One New GNC is the result," said a company spokesperson. "Customers wanted a simplified pricing structure and a better loyalty program." The company cannot yet divulge any details about the ad but did say that "a number of creative teams" are currently vying to work on the project. In addition to Bullish, GNC's roster includes Edelman on public relations, Crossmedia on media buys and Superfly on social media.

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