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.

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