Posts Tagged ‘marketing’

ABC Won’t Rest Until Everyone Knows Scandal (and TGIT) Is Finally Back Tonight

January 26, 2017  |  Media Week  |  No Comments

After an excruciating eight-month hiatus for ABC, the network tonight finally gets to welcome back its TGIT lineup of Shonda Rhimes-produced Thursday-night dramas: Grey's Anatomy, Scandal (which was delayed until midseason due to Kerry Washington's pregnancy) and How to Get Away With Murder. And ABC's marketing department is making sure its viewers, who abandoned the network on Thursdays at 9 p.m. during the fall, return. ABC's fall replacement for Scandal, freshman drama Notorious, flopped immediately, averaging just a 0.9 rating in the 18-49 demographic, which is less than half of the 2.1 that Scandal brought in last season. It also drained the network's usually robust Thursday-night ad revenue.

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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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It’s Time Marketers Rethink Their Commitment to Content

January 19, 2017  |  Media Week  |  No Comments

Eighty-six percent of B-to-C marketers in a recent study say they will be including content marketing in their budgets this year. That makes plenty of sense because it's no secret that as consumer attention scatters across channels, devices, times and places, simply hammering people over the head with paid advertising is becoming harder to do. Adam Kleinberg The word "content" means something is more than an ad. Content implies value—perhaps utility, education, empowerment or entertainment. Regardless, content is powerful for brands because a value exchange is at play. The more value brands put in, the more value they get out—in currencies of attention, intention, loyalty, and ultimately, sales. Of course, content has very little value if it sucks. In fact, if your content marketing is lousy, it can actually hurt your brand. Doing content marketing well requires commitment on many levels. The same Content Marketing Institute (CMI) study mentioned above shows that 90 percent of the organizations deemed "most successful" were characterized as "extremely committed" to content marketing. That's compared to 37 percent of such commitment from organizations classified as "least successful." "We're committed," you might be saying, "We've allocated budget and a team to getting this done." Good on you. However, there are a number of dimensions of commitment that need to be attained to maintain a content marketing operation that delivers high value for your customers and your brand. Commitment to Insight It is trite to say, "quality matters," but what kind of content actually is good content? Too often the output of content marketing programs is a fire hose of crap across every imaginable channel that people don't actually want.

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David Angelo In His Own Words in Digiday

David Angelo In His Own Words in Digiday

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January 19, 2017  |  Blog  |  No Comments

An American Advertising Federation Hall of Achievement Inductee, David has consistently challenged convention by developing highly innovative and effective advertising solutions for a diverse list of marketers. This list includes Coca-Cola, Lexus, Michelin, Reebok, NFL, Bacardi, Little Caesars, and the New York State Lottery. He is one of the newest featured speakers at our upcoming Engage: LA Digital Storytelling Conference. Digiday featured him discussing his career trajectory in his own words. “David Angelo started his career as a junior art director in 1989 at DDB New York, followed by stints at Chiat/Day and Cliff Freeman & Partners before starting his own

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Adweek Unveils 3 Departments Featuring Insights, Data and Future-Forward Businesses

January 3, 2017  |  Media Week  |  No Comments

In this age of inexorable disruption the embrace of rapid change has moved well beyond table stakes to become the basis for any chance of survival. Adweek feels this pressure in our digital products on an almost daily basis. But we also have the privilege of producing a weekly magazine and that too must change in order to remain as competitive, relevant and profitable as possible. It's a car we have to fine-tune even as it speeds ever faster through the twisting roads of the brand-marketing ecosystem. So with that in mind, in this issue, our first of 2017, Adweek editor Lisa Granatstein is introducing three new departments—Whiteboard, Dashboard and Talent Pool—that truly reflect topics of crucial importance for our audience: role modeling success, data, insights, and talent acquisition and deployment.

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Impact Marketing in Today’s Political Climate

Do Good Better 2017
January 2, 2017  |  Blog  |  No Comments

In today’s global climate, smart marketing strategies are ones that can help solve some of the world’s biggest problems. With this challenge, we all know that behavioral change and scale are key. Here’s what a few of our Do Good Better 2017 speakers and impact marketing innovators have done to not only expand bottom lines and further their business’s profile but to increase customer loyalty, build goodwill all while actually changing the world and solving some tough problems. Jay Curley, Senior Marketing Manager for Ben & Jerry’s: Jay Curley is the Senior Global Marketing Manager for Ben & Jerry’s. Jay leads the development

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For Trojan, Inventive Packaging Made the Sale When Advertising Wasn’t Allowed

December 27, 2016  |  Media Week  |  No Comments

The year 2016 saw a lot of talk about the state of American manufacturing—about jobs making stuff for great American brands. And while most of the discussion centered on products like General Electric light bulbs and Carrier air conditioners, it’s worth pointing out one brand that’s received very little press—even though all of its manufacturing takes place in the U.S. (in Colonial Heights, Va.); even though untold numbers of the 500 million products it turns out yearly are used every day of the week. Well, maybe more like every night of the week. The product? Trojan condoms. Condoms are big business in the land of the free

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For Trojan, Inventive Packaging Made the Sale When Advertising Wasn’t Allowed

December 27, 2016  |  Media Week  |  No Comments

The year 2016 saw a lot of talk about the state of American manufacturing—about jobs making stuff for great American brands. And while most of the discussion centered on products like General Electric light bulbs and Carrier air conditioners, it’s worth pointing out one brand that’s received very little press—even though all of its manufacturing takes place in the U.S. (in Colonial Heights, Va.); even though untold numbers of the 500 million products it turns out yearly are used every day of the week. Well, maybe more like every night of the week. The product? Trojan condoms. Condoms are big business in the land of the free. According to Zion Research, Americans are forecast to spend nearly $1.6 billion on them by 2020

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Despite Post-Election Depression, Social Chatter Around Black Friday Is Mostly Positive

November 23, 2016  |  Media Week  |  No Comments

Despite the negative nature of pre- and post-election social, Americans seem to at least be on the up and up when it comes to shopping. According to an analysis of social conversations conducted by the Marketing Cloud social team at Salesforce , nearly 80 percent of all Black Friday conversation have been positive in nature in the 30 days leading up to it. Salesforce—which so far has tracked 934,000 mentions of Black Friday and Cyber Monday—said 78.6 percent of posts have been positive, with leading topics including deals, the season and online shopping. The volume of social conversation about Black Friday seems to keep growing, with 2016 up 30 percent over 2015. (Last year, overall volume was up 20 percent over 2014.) So who's doing all the shop talk? According to Salesforce, 56 percent of dialog is coming from women. Also notable is that the higher percentage of mentions isn't coming from social-savvy millennials—the largest group has been consumers between the ages of 25 and 34, with the 35- to 44- year-old demographic also contributing more than other groups

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Ad of the Day: Ram Trucks Salutes Blue-Collar Workers in Big, Poetic Ad for Thanksgiving

November 23, 2016  |  Media Week  |  No Comments

Ram Trucks is giving thanks this holiday in classic Fiat Chrysler style with a big, sweeping, poetic paean to blue-collar American workers—in a 90-second spot from The Richards Group, airing Thursday, that gives praise to waitresses, janitors, mill and factory workers, fishermen and more, as well as the work they do. The spot honors the "true everyday heroes" who may often struggle to make ends meet but always "labor to make their families and this nation strong," according to press materials. Each line of the poetic voiceover begins with the word "praise," lending an almost religious feel to the sacrifices these men and women make—the grueling workdays that help make their family time at home possible. The spot will air on Thanksgiving Day during the NFL games on CBS and Fox. "Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, 'Praise' is the Ram brand's tribute to hard-working Americans and the story of people who are the backbone of our country," said Olivier Francois, global CMO of Fiat Chrysler. The spot evokes the famous Ram "Farmer" ad that ran on the 2013 Super Bowl, which Francois references in speaking about the "Praise" ad. "Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way

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