Sunday, April 5, 2009

Killzone 2, JWT, Dannon

Deutsch, an advertising company, hit the nail on the head when they realized that gamers like video games that can do everything the commercial says they can. They created a 30 second spot called Bullet Journey which started when the game was released. Sony also released a downloadable version of the commercial to get more attention. This allows users to adjust the lighting, camera angles, etc and allows Deutsch and Sony to get the gamers opinion.
The Killingzone

JWT is shutting down their Chicago office because they lost the business of their main brand, Kraft. In 2007, Kraft spent 220 million dollars every year to advertise their products. Shortly after the loss, the president and creative director left. Twenty other employees were laid off soon after. JWT North American leaders Rosemarie Ryan and Ty Montague said the move is also in response to the economy's current situation.

Dannon is working on several complaints from customers that doubt Activia  has any health benefits. Dannon's lawyers said that this may lead to a nation wide case. The lawyers who filed the suit against Dannon say that Dannon could owe as much as 300 million to consumers. The charge is financial injury due to deceptive advertising based on lack of clinical proof to support the ads claims.

Thursday, April 2, 2009

Bacardi, Disney, AIG

Since superfruits have come into the picture, liquor brands, such as Bacardi, are adding them to their mix. Superfruits are known for high antioxidant levels. This new brand is meant to target the general market with a strong focus on multicultural males. Print ads will run in Maxim, Rolling Stone, Vibe, and others. 

Disney bought out a lot of websites aimed at children from a Canadian media company for over 18 million dollars. Kaboose was a large competitor in the children online area and this sell marks the end of their company. Kaboose.com reaches over two million users in the U.S. along with other sites that reach over five million users. Acquiring these websites will help Disney expand their online reach.

AIG is planning to conduct a brand review to see how consumers will react. They were considering changing the name to AIU, or American International Underwriters. They want to develop a go to market name that will showcase the financial security that they provide as an insurance company. They hope a new brand will help gain business.

Sunday, March 29, 2009

Exxon Mobile, BMW, CLIO Awards

Exxon Mobile made a documentary spot to sell their new synthetic oil. Speed dreams will run for the next four months. It will showcase the professional success of Lewis Hamilton, Wolf Henzler, and Jason Whitfield. They will all talk about how synthetic oil has helped improve their performance. An Exxon rep said that they paid a little of six figures for the media placement.
Oil changes here.

The BMW mini is coming out with a new ad campaign that illustrates riding with the top down. Their tag line is the same one they have had since 2004. One ad features two men the go throughout time with the top down, and when one tries to put the top on, he gets smacked in the head for it. Then their famous "always open" tag line appears.BMW has also launched a micorsite to let other BMW convertible drivers to upload their own videos.
Here is your top down.

The CLIO awards will give an award to Dan Wieden, co-founder and CEO of Wieden and Kennedy, in Las Vegas. His award is for recognition of an outstanding professional that leads the industry. He started his agency with Kennedy in Portland Ore., as a first client Nike in 1982, their business took off. They made one of the most widely known campaigns in history.
Awards found here.

Thursday, March 26, 2009

'08 Holiday Sales, Honda, "News"

According to Neilson ratings, 2008's holiday shopping increased 5.8%. This 5.8% went to most grocery/drug stores, mass merchandisers, and connivence stores. Some of the favorite products were musical instruments, fragrances, baking supplies, and computer electronic products. 10% of homes bought new entertainments systems, 18 percent bought video game consoles, and 11% bought DVD's.
According to Neilson... 

Honda launched a new green campaign that features headlights choreographed to "this little light of mine...". This eco assist coaching systems shows a digital display of a flower growing the more eco friendly the driver is. The tag line says, "everyone wants to be good and now there is a hybrid for everyone." Jeff Kling, executive creative director at Wieden and Kennedy said that this growing flower idea was the corner stone of the entire commercial. 
Eco-friendly Honda...

According to the Rasmussen Report, 24% of respondents say that news like the Colbert Report and the Daily Show are taking over real news. Only 45% of people say that it is not taking over real new while the others are unsure. 39% of people don't think this type of news is bad because they feel they become more informed whereas 21% think these shows makes you less informed. 36% of people view John Stewart favorably while Colbert fallows one point behind.
According to Rasmussen...

Wednesday, March 25, 2009

Geico Gecko, Trojan, Carl's Jr.

The Geico Gecko can be seen dancing with the Numa Numa guy who has gotten several hits on YouTube. This is part of nine parodies that will appear through April 9th. Ted Ward, Geico's Marketing VP, said that this is very different from the traditional media that Geico is usually found on. They just wanted to make these fun entertaining ads for their viewers.
Can you spot the Gecko?

Trojan condoms came out with a new commercial offering "assistance" in these hard economic times. The commercial is titled Hard Times and features Trojans version of a stimulus package. It helps consumers remember to be safe during these economic times while giving them something to chuckle about. The agency that created this was Kaplan Thaler Group.
Trojan remembering to be safe.

Carl's Jr. came out with a new ad to look like a mini novela. Carl's Jr. is completely intergraded in the story to disguise it as not a commercial.  This is supposed to help capture the attention of young, hungry, hispanic men. It has gotten a lot of heat because people claim the ad is too racy. These ads will continue to run through June 23rd.
Can Carl's Jr. really be that racy?

Sunday, March 8, 2009

Vault, Guns, Upfront Buying

Coca-Cola has come up with a new risky advertising move. They have told customers that if they buy Pepsi's Mountain Dew, they will give away a free Vault. They are doing this because they are currently #2 to Mountain Dew. They believe that this will gain Vault awareness with Mountain dew Drinkers. History shows that giving away your product for free has worked in the past to help struggling brands.
More Vault here.

Guns have increased in sales regardless of economic down turn. Background checks have risen over 20% every month this year. People believe that this is due to having a liberal president. People fear that restrictions on guns and ammunition will be limited due to Obama. When Bill Clinton was elected, there was a 18% surge on the purchases of guns. People believe that the increase in gun sales is also due to the fact that consumer get security conscious when economic times are hard.
More Guns here.

Due to the economy, people suspect TV ad sales will fall this fall. This could also change how shows like American Idol are bought and sold. TV stations typically sell most of their advertising spots during May and June. This type of advertising is not attractive due to high costs and not very much time for the cost.
More TV here.

Saturday, March 7, 2009

How Brands Matter, Direct Mail, Living

A recent study conducted by Brand Keys Customer Loyalty Engagement has shown that during tough times consumer are not only price conscious, they are also brand conscious. Consumer expectation have increased 20% since 2008. Consumers want to know that they are getting the right value for what they are buying. For example, people are willing to buy Nike $150 shoes because consumers associated Nike with being a quality brand. Interestingly enough, Dunkin Donuts coffee ranked first with consumers ahead of McDonalds and even Starbucks.
Read more on how brands matter.

The use of direct mail advertising declined 3% in 2008 which is the highest drop in 60 years. The marketing consultancy forecasts direct mail declining 8 or 9% this year. Many companies that used direct mail are finding other methods in digital advertising to save money. Many chief marketers are now using direct mail to target specific audiences instead of saturating the market. Part of this decline is also due to high postage costs.
Read more on direct mail.

Martha Stewart's Living magazine has broadened to include travel, beauty, and fashion content. Advertising revenue has declined and this new change was brought about to attract more advertisers. This new "department" will be called apothecary and fashion. They have also changed their cover to a san serif font moving away from its script font from previous years. They also decided to include this new department because when Martha Stewart blogs on her trips, they receive several hits.
Read more on Living magazine.

Wednesday, March 4, 2009

Facebook, New Balance, Visa

Facebook is going to reveal their new design of their website on March 11th. This redesign may cause advertisers to change the way they currently advertise products on Facebook's website. They have also included a new feature where users can have an unlimited amount of friends unlike the 5,000 they are limited to now. Facebook will also put user updatings as their center piece on their new home page. Users will also be able to categorize their friends, family members, and co-workers accordingly.
More on Facebook's new design.

New Balance shoes is coming up with a new campaign to tell runners that their shoes will make running enjoyable. The TV/Print ads will be targeting 25-34 year-old's that have a love hate relationship with running. The campaign was created by BBDO in New York. They will also get specialists to find the perfect fit for customers. These specialists will work in certain stores to educate customers on the 88 points of total fit.
More on Total Fit from New Balance.

Visa is came out with a new campaign to tell customers that plastic is better than paper. TBWA wanted to stress the convenience and security. The first two ads were on American Idol March 4th. Visa also created a micro site where people can go and talk about the card and give recommendations. This re-positioning is supposed to help the plummeting market share that has dropped 5.7% recently.
More on Visa and their new campaign.

Sunday, March 1, 2009

Skittles, Kia Soul, Digital Marketing

Skittles has just made their home page on Wikipedia to allow more consumer engagement. This new home page also includes a twitter and Facebook link. Carole Walker, VP of Integrated Marketing Communications, said that Wikipedia is a definition of what the brand actually is. She continued to say that Skittles lives a world that is unexpected, which is why a homepage on Wikipedia is appropriate. They expect people will vandalize the site with their comments, and hopefully they will be positive ones. If the comments do get obscene, they will be taken down.
Click here for more information.

Kia Motors America is spending big bucks on a new ad campaign for the Kia Soul. These ads will play in movie theatres that support Screenvision or Cinemedia. These ads will run through April Fool's day and then the TV and print ads will begin. They purchased some prime time spots and late night spots do give a good balance for the demographic. They will also put ads online on social networking sites.
Click here for more information.

Although online advertising has not declined for three straight quarters, it has declined sharply due to the economy. This is the first time it has happened since the Dot-Com bust in 2001. Display ads over all have taken the biggest beating. The biggest sellers of display ads, Yahoo, AOL, and Microsoft all reported declines in display ads. No one expects these type of ads to go back up any time soon. Part of this decline is because these ads are so over used.
Click here for more information.

Wednesday, February 25, 2009

TV Ads Effective, Dial Body Wash, Banana Republic

There was a large study done by the Advertising Research Foundation that claims TV ads are more effective than they have ever been. They analyzed 388 cases from seven different agencies and all concluded that TV is not only effective, but increasing in effectiveness. TV ads simplify purchasing decisions and in this complicated time who doesn't need that? People actually want to relax watching TV and want to let the ads rush over them. The ARF's chief research officer, Joel Rubinson, said that this is just another part of the brand experience. For more information, please pick me.

Dial soap has come out with a new anti-aging, antioxidant pearl body wash to break into the anti-aging shower products  market and it will hit stores this month. Henkel, Dial's parent company, said that Dial Antioxidant Body Wash is the first well known body wash to offer cranberry extracts in an anti-aging form. Dial also created bar soap and a foaming hand wash to compliment the new line. These products will hit stores in July. The trend isn't new, but there is a big move to get anti-aging specialty like soaps to the mass market. For more information, please pick me.

Banana Republic's new campaign will center around 9 Grammy nominated artists to tell their "city stories". Each musician will be photographed in the spring and summer collection with a New York City background. They will channel these ads through print, outdoor, online, and direct mail. The CMO of Banana Republic, Peter Deluca, wants these ads to create an emotional bond between the artist and the customer. Their website will also feature interviews with the artists, free music downloads, and performances. For more information, please pick me.

Monday, February 23, 2009

Less Money for Ads, Mr. Clean, Zappos

A private equity firm VSS projects the overall 2009 advertising spending to drop 7.4 percent. John Suhler, VSS partner, said that this is do to the downturn in the economy. This marks the first two year decline in 75 years. This also marks the slowest growth rate since VSS started collecting data three decades ago. New media segments will be better off than traditional ones but all forms will probably drop in sales more than they did last year. For more information, please go to this article.

New ads from Procter and Gamble show that Mr. Clean products are all propose cleaners. This is a shift from their  most recent campaign where they emphasized the fresh sent of Febreze. Another change is that this new campaign doesn't show Mr. Clean the character like they have been lately. Senior analyst Krista Faron said that Mr. Clean was good to draw customers in but not enough to show tangible benefits. Consumers with the recession want simple cleaning solutions and Mr. Clean's cleaning products are trying to be apart of this market. For more information please go to this article.

Zappos.com has come up with new TV ads to get consumers to go to their website for more than just shoes. The commercials feature men and women in their underwear stepping into a Zappos box and coming out fully clothed. They want their consumers to, "Put a little Zappos in your day!" This slogan/theme came from another campaign that featured an acrobatic mailman delivering Zappos boxes to brighten people's day. Zappos not only wanted to create a fun, joyful experience from buying their products, but they also wanted to represent the culture of their company. Even with this new campaign, Zappos only spent 13 million dollars last year down from 20 million in 2007. For more information, please go to this article.



Sunday, February 22, 2009

Sprite, Customer Experience, Playboy

Bartle Bogle Hegarty, or BBH, landed the creative responsibilities of Coca-Cola's Sprite after a competition with Wieden and Kennedy. Sprite's agency was previously MDC Partners' Crispin Porter and Bogusky located in Miami. MDC won the account after a competition with Ogilvy and Mather located in New York. Sprite is BBH's second Coca-Cola brand they have aquired and in previous years the brand has spent 25 million on media. The other brand, Vitaminwater, exceeds 50 million on media spending. For more information, please click here.

Forrester Research concluded a study on how important the relationship between the customer experience and customer loyalty really is. They surveyed 4,500 U.S. consumers and asked about their interactions with over 100 brands. The results showed that if consumers had a good experience they were willing to be more brand loyal and spread the word about that brand. TV service companies, Internet providers, and banks showed the biggest link between the brand/customer interaction and their customers loyalty. Economic downturns cause many companies to pay attention to their customer service because they can't afford to lose any. For more information, please click here.

Playboy magazine is considering selling due to the economic crisis. They have already cut jobs and outsourced some jobs but they still face financial problems. Last quarter they lost 1.2 million dollars and they have already lost 145.7 million for this quarter. Ever since Christie Hefner retired as the CEO/Chairman there has been speculation that they company would be sold, or merge with another company. Even so, Hefner still got 2 million in severance for her 30 year commitment to the company. For more information, please click here.

Saturday, February 21, 2009

Music-Branding, Blockbuster, HP

Many advertising agencies are starting to realize that music is a very good branding tool. This is not a new idea considering that people have been humming the "I Love Lucy" tune since the show came out. It is also relatively cheap to get original music to to play with your advertisements. It is no longer about writing good jingles, but about catchy tunes that will captivate your target audience. It is a really great way to promote a brand and create an image.
For more information, click me.

DDB won the Blockbuster account as they competed against several other agencies for the win. It all started with an RFP in the last quarter of 2007. In March 2008, when presentations had been completed, Blockbuster did not award anyone business. Then DDB proposed a solution Blockbuster couldn't refuse. A Blockbuster spokesman said that DDB presented them with a cost effective model that would help them reinvent themselves for the future.
For more information, click me.

Omnicom won the one billion dollar HP Media Business. At first the deal was for only three divisions but was modified to include the Technology Solutions Group. HP also awarded its advertising, direct marketing, media buying, etc. to Omnicom as well. HP picked Ominicom because it was looking for economic ways to do business. Omnicom had several other new business acquired that includes Nissan, Visa, Time Warner Cable, and Levi.
For more information, click me.