Posts Tagged ‘marketing’

Reebok Is Quietly Emerging as a Challenger Brand to Contend With

February 24, 2015  |  Media Week  |  No Comments

For Reebok, the race to distill the soul of its brand—and ignite sales to reverse its market-share decline—has been more of a marathon than a sprint. But with its "Be More Human" global repositioning, the finish line might just be in sight. Launched last month, "Be More Human" casts the athletic apparel and footwear company as a coach, cheerleader and, the brand hopes, gear supplier to everyday athletes who embrace a "no pain, no gain" mentality to attain personal fulfillment. "We want to be peoples' partners in their journey," said Yan Martin, Reebok's vp, global brand communications. "This is a mission we've been on for years." Unfortunately, the company has also spent years losing ground to the competition. Since its acquisition by Adidas in 2006 , Reebok's share of the U.S. sneaker market has fallen to about 2 percent from nearly 8 percent, per SportsOneSource. (Meanwhile, Nike's share has nearly doubled in the past decade to 60 percent.) To some extent, Reebok has become a challenger brand, and it now mirrors the real folks shown in "Be More Human," who bust their tails and lose gallons of sweat to stay in shape and better themselves. Presumably, Reebok can feel their pain.

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CBS Adds to Grammy Slate with Stevie Wonder Tribute Special

December 15, 2014  |  Variety  |  No Comments

CBS has set another primetime music special for February to capitalize on all of its Grammy marketing. “Stevie Wonder: Songs In The Key Of Life — An All-Star Grammy Salute” is set to air on Feb. 16. The two-hour telecast, which will tape two days after the 57th annual Grammy Awards air on Feb. 8,... Read more

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The Guy Who Hired Amy Poehler to Make Content "Snackable"

December 1, 2014  |  Media Week  |  No Comments

Setting aside the recent controversy about charging higher prices for plus-size women's jeans, Old Navy has been getting its share of good press lately. Celebrating its 20th birthday at the end of last month, the Gap-owned clothing brand set up ginormous machines in New York and Los Angeles that rendered selfies into balloon portraits. Over the summer, its "Unlimited" back-to-school music video and its sardonic spots with Amy Poehler —complete with outtakes —played to widespread praise. The perceptible upshift in Old Navy's marketing machinery is the work of CMO Ivan Wicksteed, who was lured away from his posh perch at Cole Haan in New York last year to restore the color to Old Navy's brand fabric. Eighteen months in, we rang him at his San Francisco office to see how things were going. You've referred to Old Navy's social media marketing as "snackable content." I think I know what that means, but can you elaborate? In the simplest possible terms, people don’t want to watch 30-second spots. Old Navy's messaging works because consumers don't feel they’re being sold to. So whether it’s the "Unlimited" video we put out around back to school or the outtakes from Amy Poehler, we're trying to do something likely to be watched.

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The Academy Is Ready for Its Closeup

November 17, 2014  |  Media Week  |  No Comments

Mickey Mouse, Ronald McDonald, the Geico gecko, Mr. Clean—brand icons so embedded in the global mind-set that babies can recognize them before they can even speak. And then there’s Oscar, that distinguished little gold man honoring achievement in film, presented by the Academy of Motion Picture Arts and Sciences since 1929. So why would the Academy, of all things, find it necessary to undertake a consumer- facing marketing and branding overhaul? Surely no member-based organization (with the possible exception of the United Nations) gets more exposure than the Academy. The annual Oscar ceremony endures as one of the most popular televised events in the world and that rare thing for advertisers: a chance to reach tens of millions of people in one shot. And yet, the nearly 7,000-member Academy has remained a largely inscrutable body, steeped in secrecy much like those sealed envelopes it’s famous for—and it’s been a mystery not only to the public at large but even within the Hollywood community. As Craig Zadan—a producer of the Academy Awards show who has belonged to the organization since 1991, and producer of films like Chicago and Hairspray—says, “All those years, I didn’t know anything about the Academy other than the Oscars—and I was a member.” The Costume Exhibit, Presented in association with the Victoria and Albert Museum in London, the show features more than 150 pieces from films like Shakespeare in Love, The Wizard of Oz and Star Wars.

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How Shane Smith Built Vice Into a $2.5 Billion Empire

September 29, 2014  |  Media Week  |  No Comments

By now, you’ve no doubt heard about Vice’s humble beginnings. It’s 1994 in Montreal, and three guys—Shane Smith, Gavin McInnes and Suroosh Alvi—decide to launch a free punk magazine called the Voice of Montreal. Two years later, the magazine drops the “o,” changing its name to Vice. By 2014, the operation—having since relocated to New York and now known as Vice Media —has become a platform-spanning news and entertainment group valued at more than $2.5 billion. Photo: Sasha Maslov What that brief history doesn’t convey is just how unique a company Vice is. At a time when many legacy media organizations are struggling to stay afloat, Vice has found that magical point of convergence where good journalism, positive cash flow and (most elusive of all) the millennial attention span meet. In the past year alone, Vice Media has launched a full-fledged news division, announced plans for a 24-hour news network and raised $500 million from investors A&E Networks (“It cannot be underestimated their ability to reach a very hard-to-reach audience,” says A&E CEO Nancy Dubuc) and venture capital firm Technology Crossover Ventures. For the company to have reached this point is largely due to CEO Smith, who has emerged as Vice’s tatted-up chieftain. The way Smith sees it, there’s little about the Vice formula that’s magic. “We look at it very simply. We want to do three things. We want to make good content, we want to have as many eyeballs as possible see that content, and we want to make money so that we can keep paying to do that content,” he says. Vice Squad | Vice's brilliant edgy content has made it a hit among elusive millenials. Photo: Vice Productions Not only has Vice mastered those things, but it has also managed to do so without losing the countercultural cred that made it a hit in the first place, first among X-ers, then among the coveted millennial demo. On a given day, features provocative headlines like “I Went to a Blowjob Bar in Bangkok, Thailand” and “We Asked Drug Addicts to Rate the Music at Copenhagen Central” alongside news about unrest in the Middle East

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MTV Brings Back House of Style as Multiplatform Native Ad

August 8, 2014  |  Media Week  |  No Comments

Fans of MTV's House of Style can catch up on the latest fashion trends thanks to a Unilever -sponsored relaunch of the series online and on-air. "We're looking at it as a way to marry franchises with partners, taking advantage of the editorial clout that House of Style has and the timelessness that House of Style has," Rachel Baumgarten, svp of integrated marketing for Viacom Velocity Music Group, explained. The eight-episode Web series, which is hosted by rapper Iggy Azalea and special correspondent singer Rita Ora this season, kicked off on Thursday on The classic show will also have a presence in this year's Video Music Awards through special House of Style commentary segments mixed in throughout the Aug. 24 broadcast. A 30-minute TV special on the best looks from the VMAs will follow on Aug. 26. Azalea and Ora will also be performing at this year's music awards. Interspersed throughout this season will be product integrations for Unilever's Caress, Degree Women and TRESemm

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Hyundai Will Air an 11-Minute Sci-Fi Short Film During the Ad Breaks of TNT’s Legends Premiere

August 4, 2014  |  Media Week  |  No Comments

Serious commercials are hard to do well, but when you're doing content specifically for TNT's upcoming Sean Bean spy thriller, Legends , it's sort of mandatory. So Hyundai and TNT turned to New Form, the ad shop run by movie idea guys Brian Grazer and Ron Howard, to create an energetic three-part story that will air over a combined total of 11 minutes during the limited commercial slots of Wednesday's Legends pilot. TNT

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Holy Shark, Syfy Builds a Franchise Without Traditional Ads

July 31, 2014  |  Media Week  |  No Comments

Turns out your best marketing tool is word-of-mouth, especially if the mouth in question is filled with rows and rows of gigantic, serrated teeth.

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Inside Homer Simpson’s Gigantic Head at Comic Con

July 27, 2014  |  Media Week  |  No Comments

The inside of Homer Simpson’s head is filled with colorful drawings of the characters from the show named after his family, a giant video screen covering the top interior of his skull—which is about 20 feet in diameter—a brain (presumably to scale) about the size of an ottoman, and two dozen gaping Simpsons-loving fans staring up at the computer-generated mysterious voyage through Homer’s mind created by the marketing team in charge of the single biggest activation at San Diego Comic Con. Homer’s Dome is the name of the thing, according to FXX, which bankrolled and created it, but Mr. Simpson’s noggin takes up maybe a fourth of total Simpsons-occupied area, which resembles a small Coney Island-style amusement park, complete with midway games and a cotton candy machine (the fluff itself is blue, of course). It’s close to another big activation by a sister network, Fox’s zipline over a model skyline for its upcoming Batman spinoff. It’s a little like Springfield is a suburb of Gotham City.

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This Is How Your Financial Data Is Being Used to Serve You Ads

July 10, 2014  |  Media Week  |  No Comments

Wait, who sees my credit card bill, again? We've done a lot of work

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