Old Spice, Philips Use TV to Reinvent Brands
WARC | June 29, 2010
Old Spice's recent tongue-in-cheek TV campaign "The Man Your Man Could Smell Like" was described by Cannes jury president Mark Tutssel as a "perfect" example of what could be achieved using this medium, having successfully "reignited a sleeping giant."
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Adidas, Coke Score With World Cup in China
WARC | June 29, 2010
Adidas, Coca-Cola and Visa are the brands which have yielded the greatest benefits from their sponsorship of the World Cup among consumers in China thus far.
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National Cable Gets Fueled by Fast Food
Advertising Age | June 28, 2010
"This is a definite trend in the industry," said Dairy Queen CMO Michael Keller. "You can see in the data more and more medium-size competitors in our market have moved to national [buys] using cable as their springboard because it's national and much more affordable."
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Four Film Lions for Canada, Including Gold for BBDO
Marketing | June 28, 2010
The ad for Pepsico's Tropicana won in the Film competition. Shot in Inuvik in January, the orange juice brand hung a giant floating light over the town to create a small artificial sun at a time of year when the far north sees virtually no sunlight.
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Branded Entertainment Makes In-Roads on TV, Online
mediacaster | June 24, 2010
La Collection is a Canadian branded entertainment show, launched as part of a marketing campaign for the Hudson Bay Company ... MIPTV named the show as one of the top ten branded entertainment shows leading the industry. The show was also recently awarded for its success at Media Prix and is now up for the innovation award from the World Retail Congress.
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Nike Cites Strategy In Reporting Its Strength
MediaPost Marketing Daily | June 24, 2010
Riding high on its "Write the Future" world football campaign, Nike executives announced that fourth-quarter profits came in strong and say its proactive strategy throughout the recession is paying off in a big way.
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Proved: Creative Advertising = Business Success
Thinkbox | June 23, 2010
A new research study from Thinkbox and the IPA in conjunction with The Gunn Report has revealed the direct correlation between strong advertising creativity and business success. The study shows that the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success.
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Nike, Hyundai, ESPN Bask in World Cup Buzz
Adweek | June 23, 2010
Nike, Hyundai and ESPN have received the biggest consumer perception boosts among U.S. consumers in the first week of the international soccer tournament, according to market research firm YouGov's BrandIndex report.
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Adidas Says World Cup Already a Winner
MediaPost Marketing Daily | June 22, 2010
"Worldwide, we are seeing more of a buzz about World Cup," says Marshal Cohen, chief industry analyst of The NPD Group, "and it's really helped by the social atmosphere around it - everyone is looking for a less expensive form of entertainment. Gathering family and friends is one of the least expensive forms of entertainment there is."
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Study: Kids Think Foods Labeled With Popular TV Cartoon Characters Taste Better
Hartford Courant | June 21, 2010
"To me, what this shows is that the influence of characters is really so powerful, they're powerful enough to actually have kids think that the food tastes better and that they want to choose it for snacks," said Christina Roberto, a graduate student at the Rudd Center and lead author of the study.
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Top 100 Outlays Plunge 10% but Defying Spend Trend Can Pay Off
Advertising Age | June 21, 2010
Here's the good news for CMOs, media and agencies: 26 top marketers bucked the trend and boosted 2009 advertising even as spending for the 100 Leading National Advertisers plunged 10.2%. Among those with the guts to spend more, 70% saw a U.S. sales increase - double the success rate of those whose spending declined.
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"World's Best" Cat Litter Extends Campaign
MediaPost Marketing Daily | June 18, 2010
"We aim to reach cat owners using a combination of media including direct response TV, online banner ads, and magazine and newspaper advertising...We were thrilled to see the TV viewers' responsiveness and, due to its success, decided to expand this rebate offer via other media through September."
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Strong Creative Campaigns Deliver Best Results
WARC | June 17, 2010
Advertising campaigns based around particularly strong creative ideas typically generate the most impressive payback, a study has found ... As 74% of the creative award scores contained in the Gunn Report were for TV spots, this was said to confirm the medium's vital place in the media mix.
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Red Robin Expands 'Yummm' Campaign
MediaPost Marketing Daily | June 15, 2010
Unaided brand awareness levels increased by five percentage points in Q1 2010 versus the same period last fiscal year. In addition, the campaign also helped add 30,000 new Facebook fans during the period, doubling the fan base.
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Nike, Adidas Battle for World Cup Buzz
Adweek | June 11, 2010
Rivals Nike and Adidas are spending millions of ad dollars, and heading into the tournament, Nike"s got the buzz score edge, according to market research firm YouGov's BrandIndex report.
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CBC Scores With World Cup Coverage
Marketing | June 11, 2010
Scott Moore, executive director of CBC Sports and GM of media sales and marketing, said the network is ahead of its revenue plans for World Cup advertising sales, close to a sell-out position in the playoff rounds and in a better-than-expected level of sales in all other games.
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Taxi, Sun Chips Win Big at 2010 Marketing Awards
Marketing | June 10, 2010
Taxi Canada's Viagra campaign, "Antiquing/Strolling/Reading," won Best of Show, chosen over the more than 1,200 entrants by a 19-member jury.
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Detroit Public Schools Wins Grand Effie
WARC | June 09, 2010
Detroit Public Schools won the Grand Effie at the 2010 North American Effie Awards for the "I'm in" campaign developed by Leo Burnett.
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Goodfella's Grabs a Pizza Sales Action
Thinkbox | June 08, 2010
In the first two months of rollout, product purchase of Goodfella's Solos increased by over 50%, and sales remained high throughout the seven months of the campaign.
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'Lost' Finale Found Fantastic Brand Recall Numbers
MediaPost Daily News | June 02, 2010
The Nielsen Company says the finale of "Lost" - which found a healthy 13.6 million viewers - also registered major numbers when it came to brand recall, message recall and likeability of marketers' messaging.
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Slick Ad Campaigns Now Affordable to Small Firms
Los Angeles Times | June 01, 2010
"Smaller clients can definitely get more for less now," said Michael Knott, senior vice president and media director for West Coast operations of the advertising agency Draftfcb. "There's more of a willingness of vendors to work with you"offering lower rates and more value for your money."
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Purchase Habits Trump Demographics in TV Buys
MediaPost News | June 01, 2010
Demographics have almost no effect on whether TV ads produce sales. Consumers' purchase history is the most reliable predictor of success, according to research from TRA, which has been pairing data from set-top TV boxes with retail loyalty-card purchase data since 2008.
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