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.
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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.
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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.