Successful Brand Turnarounds Require Fearless Moves
Advertising Age | March 29, 2010
Don't be afraid to go big, which Hyundai, Microsoft and Domino's arguably all did. However, do it in a smart, calculated way, a way in which, through customer vetting and co-creation, you can maximize your chances for a big-bet, brand-pivot payoff.
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BOS Wins Big at the Crea Awards
Marketing | March 29, 2010
BOS had the strongest showing at the 5th annual Crea Awards in Montreal, while Cossette took home a Coup de coeur award.
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'Greatest Spokesperson' Boosts Nationwide
Adweek | March 26, 2010
In hopes of standing out from its competitors, the insurance provider kicked off "The World"s Greatest Spokesperson In The World" campaign, which, so far, has worked favorably for the brand.
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Over One-Third of Americans Will Not Purchase a Brand Because of a Distasteful Advertisement
Harris Interactive | March 26, 2010
There are many different reasons someone may or may not purchase something. One reason may be the advertisements for a certain brand. Over one-third of Americans (35%) say that they have chosen not to purchase a certain brand because they find the ads distasteful and an additional 22% say they not done this, but have thought of doing so.
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So You Want to Win an Award?
Advertising Age | March 25, 2010
Want to improve your win rate in awards competitions? Want to know why the campaign you poured your blood, sweat and tears into didn't win? Want to turn a current campaign into an award-worthy effort?
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How Sara Lee Beefed Up Jimmy Dean Brand
Adweek | March 24, 2010
CMO Philippe Schaillee called Jimmy Dean a "strategic investment" brand, meaning a product line that Sara Lee has advertised heavily in the last three years, and has yielded results in terms of strong sales growth.
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In Greece, Kraft Scores a Hit for Lacta Chocolate With Crowdsourced Film
Advertising Age | March 24, 2010
Kraft Foods has scored a hit for its Lacta chocolate bar in Greece by crowdsourcing a 27-minute branded-entertainment film, involving the audience in everything from writing the story to casting the film and styling the actors. And in a down market for chocolate bars, Lacta's sales are growing.
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British Heart Foundation Becomes Cool With the Kids
Thinkbox | March 2010
"This campaign has been a phenomenal success, far outweighing our expectations. This is largely due to the part TV played in capturing kids attention and getting them excited about the launch of Yoobot."
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Oscar Night's Winning Advertisers
BrandWeek | March 19, 2010
With a high female viewership, The Academy Awards are practically the "woman's Super Bowl," especially due to the focus on fashion, according to market research firm YouGov's BrandIndex report.
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America's Most Loved Spokescreatures
Forbes.com | March 18, 2010
Fictional characters can boost a brand's appeal for decades (see Tony the Tiger) with no risk of scandal (see Tiger Woods).
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Pre-Testing Leads to Better Ads: Study
WARC | March 18, 2010
Pre-testing can increase the overall effectiveness of advertising by almost a fifth, a new study from TNS, the research firm, has shown.
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Five Key Drivers of Global Marketing Effectiveness
Forbes.com | March 17, 2010
If global brands are so important, why are so few companies winning in their effort to build them and the organizations required to successfully operate and reap the benefits?
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Are Consumers More Responsive to Male or Female Voices in Advertisements?
Harris Interactive | March 12, 2010
A lot of thought goes into the "right" voice for every advertisement. Certainly the tone and timbre of a voice are two things that can help sell the product or service. But, probably the most important question every marketer must answer is, should the voice be male or female?
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Snappy Ads, Big Interest Savings Lift Online Bank
Toronto Star | March 11, 2010
Altogether Ally offers a strong package: Attention-grabbing ads produced for its larger U.S. counterpart by the New York arm of the British agency Bartle Bogle Hegarty, industry-topping rates and the same $100,000 of government-managed insurance that is offered on banks' deposits.
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Quebec Says More Cheese, Please!
Media in Canada | March 10, 2010
FMPQ marketing director Nicole Dub" says she is excited about the potential results, reporting that a substantial 4% sales spike at the conclusion of a Christmas campaign contributed to extending the FMPQ's advertising efforts into 2010, where she hopes that the "Our Cheeses/Fromages d'ici" push will result in an overall sales increase of 5%.
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PHD Leads Canadian Charge at Internationalist Awards
Marketing | March 10, 2010
Media shop PHD Canada took one of only two Grand Prix titles at the Internationalist's 2009 Awards for Innovation in Media, underscoring a strong performance for Canadian agencies.
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E*Trade - Oh Baby
BrandChannel | March 04, 2010
It isn"t often that a financial brokerage firm becomes universally known for a series of quirky commercials " but that"s just what has happened to E*Trade.
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Molson Rallies for Top Spot in Marketing Olympic Poll
Marketing | March 04, 2010
It was close going into the final stretch, but Molson's Olympic "Made From Canada" ad has taken gold in Marketing's latest reader poll.
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Why Binge Drinking PSAs May Leave Some Reaching for Another Drink
Advertising Age | March 03, 2010
Northwestern study says ads' reliance on guilt, shame lead to defensive and damaging behaviour.
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Olympics' Media Strategy a Win, Execs Say
Media in Canada | March 01, 2010
As coast-to-coast parties exploded in the streets last night after Canada's epic gold-medal hockey win, there remained little doubt that the Olympics have been a hit with Canadians across the country. In fact, a survey released today from interactive design and digital agency Delvinia's Asking Canadians panel indicated that 72.5% of Canadians believe the coverage of the Games was executed well.
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