Wednesday, June 30, 2010
Nina Lentini, June 30, 2010, 11:15 AM
  • On Hair: P&G Studies Good Days And Bad Wall Street Journal

    Procter & Gamble went Frankenstein for Pantene, putting caps on women's heads to measure their brainwaves as they watched ads for the brand. The high-res electroencephalograms showed, in one case, viewers focused more on the model's expression than on her hair so they tweaked the spot.

    But that was nothing compared to what took place before P&G got to the ad stage, when the consumer products giant went all scientific. Ellen Byron tells us how the company studied -- and studied -- women's emotions around hair, particularly "the dreaded bad hair days," which it put "at the center of a massive research and advertising effort."

    In 2009, P&G went about trying to plumb the depths of "bad hair days" as well as understand the advantage of having the opposite. Byron quotes one company scientist on the latter: "If people are having a good hair day, do they focus more on what they're doing? It raised a lot of interesting questions we need to consider on the power of a good hair day." Read the whole story...

  • Virgin America Looks To Crowd For Ideas Around Contest Adweek

    Brian Morrissey reports that the campaign, designed to call attention to Virgin America's first foray outside the U.S., centers on a video contest that dangles such carrots as free flights for a year.

    "The Virgin America Toronto Provocateur" is expected to tap the power of a crowd to create ideas around the contest in which entrants will be judged on whether they have what it takes to rep the brand in Toronto. Victors & Spoils, the agency behind the idea, is familiar with critics who say its approach commoditizes creativity, telling Morrissey that the democratization of creative services is inevitable.

    For Virgin, V&S' video features Virgin Group founder Richard Branson randomly dialing hotel guests, trying to get out his pitch for the ambassador position. Visitors can vote up or down on entries on the Virgin America campaign site, which V&S built on the Google Moderator platform. Read the whole story...

  • Spencer Stuart Finds CMOs' Staying Power Up By 6 Months Brandweek

    Todd Wasserman interviews Tom Seclow, head of Spencer Stuart's CMO practice, about the trends of CMOs staying in the job for longer periods of time. Used to be, CMOs were in and out in a matter of a few years.

    Spencer Stuart's annual survey this year shows a big jump in the average length of stay, to 34.7 months, up 6.3 months over last year. While the economy was a factor, Seclow says the trend has been toward longer tenures since the report began six years ago.

    CMOs are getting better at interacting with others in the C-suite, he says, which leads to fewer turnovers. There's more. Read the whole story...

  • Nintendo Takes On World Cup With Wii Summer Games NY Sports Journalism

    Barry Janoff writes that Nintendo is going up against the World Cup with "Wii Games: Summer 2010," a national competition to include tournament events in 24 markets beginning July 16.

    The event will culminate with a national championship in Los Angeles in early September. Eight of the events will be held at Six Flags theme parks "highlighting Nintendo's ongoing relationship" with the family park destination. The other 16 events will take place at major shopping malls.

    Nintendo plans to support with regional multi-media marketing at each site with national spokesperson Shawn Johnson, who won a gold medal on the balance beam and three more silver medals in gymnastics at the 2008 Summer Olympics and was a "Dancing with the Stars" champion in 2009. Read the whole story...

  • 'Miracle' Sneakers: Marketing Gimmick Or The Real Deal? USA Today

    Who wouldn't be interested in a pair of sneakers that promise more shapely butts, legs and abs just by wearing them? The ads call such "toning shoes" an athletic footwear game-changer. But do they work?

    Michael McCarthy reports that a growing number of doctors are saying the shoes don't deliver on their marketing promises and warn that they could cause injuries by, among other things, changing a person's gait, or way of walking.

    The shoes, which have a rounded sole that stretches the wearer's leg muscles with each stride, represent the fastest-growing segment of the $17 billion-a-year athletic footwear industry, driven by a 90% female customer base. Market leader Skechers has football pro Joe Montana wooing male customers. Sales could explode 400% this year, say some. Read the whole story...