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KARL GREENBERG

Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.

Articles by Karl All articles by Karl

  • Kia's Michael Sprague On Walken, Watson in Marketing Daily on 02/05/2016

    The campaign includes a social media element involving the services of mobile marketing firm Influential and, most unusual, Influential's use of IBM's Watson computer to identify 100 or so influencers whose zeitgeist matches Kia's.

  • GMC Digitizes Panthers, Broncos Sponsorship in Marketing Daily on 02/06/2016

    Rich Latek, GMC director of marketing, tells "Marketing Daily" that the campaign was developed by GMC's social team. "We reached out to fans of both teams and asked them what questions they wanted to ask the players."

  • The Perils Of Super Bowl Ad Fails in Around the Net In Brand Marketing on 02/05/2016

    It might be easier to create an ad that is memorable for years to come for bad reasons than for great ones. GM's suicidal robot ad in 2007 is a good example of the former. At the jump are a bunch of other fumbles, with expert commentary on why they missed the mark. Examples: last year's Nationwide ad featuring a child who had died regretting all of the things he would not grow up to do. Carl's, Jr.'s ad last year starring a scantily clad model that was even more sophomoric than usual for the brand.

  • Rite Aid Shareholders Approve $9.4 Billion Merger With Walgreens  in Around the Net In Brand Marketing on 02/05/2016

    Rite Aid, an East Pennsboro Township, Penn.-based company that grew into the third-largest pharmacy company in the nation, is moving toward a $9-per-share takeover offer from Walgreens. RiteAid shareholders have approved the bid, wherein Rite Aid would be folded into Walgreens' operations to counter CVS and compete globally.

  • New 'Undeniably Kent State' Ad To Air During Super Bowl in Around the Net In Brand Marketing on 02/05/2016

    Kent State University is rebranding with a new ad to air regionally during the Super Bowl. University President Beverly Warren's comments on the campaign speak, implicitly, to an indelible moment there for which the university's name will be forever linked. "Any organization - university, institution, agency, newspaper - has a brand. Whether you want the brand or not, people will brand you," Warren said. "What we're learning in today's world is that it's really important to shape your own brand and tell your own story."

  • Seeking Approval, VW Replaces Top U.S. Lawyer in Around the Net In Brand Marketing on 02/05/2016

    Volkswagen AG replaced the head of its U.S. legal department with an outside lawyer as it seeks approval to fix nearly 600,000 vehicles that had software allowing them to cheat on emission levels, the company said Thursday. David Detweiler, an attorney with law firm Clifford Chance, has been named executive vice president and general counsel at Volkswagen of America Group. Effective Feb. 1, Detweiler replaced David Geanacopoulos, who has held that role as well as head of public affairs.

  • GSD&M Big Avocado In Super Bowl in Around the Net In Brand Marketing on 02/05/2016

    For the third year in a row, Austin, Tex., firm GSD&M will be debuting a spot during the big game. And for the second year in a row, its client is fresh produce brand Avocados From Mexico. "Last year we went back in time to talk about Avocados From Mexico," said Tom Hamling, group creative director for GSD&M. "Now, we are looking into the future."

  • FCA Bringing Jeep To India in Around the Net In Brand Marketing on 02/04/2016

    Fiat Chrysler Automobiles plans to start selling the Jeep brand in India by the middle of this year. Jeep, which opened a plant in China, the world's largest vehicle market just year, said it will expand to India with a line-up of three SUVs made in the United States, the Jeep Wrangler Unlimited, the Jeep Grand Cherokee and the high performance Jeep Grand Cherokee SRT. Jeep introduced the at the 2016 Auto Expo in New Delhi.

  • Criminal Probe Of Chipotle Goes System-Wide in Around the Net In Brand Marketing on 02/04/2016

    Chipotle says federal investigators have broadened the scope of a criminal probe of its food-safety practices going back to Jan. 1, 2013. The Denver-based chain was served with another subpoena on Jan. 28 by the U.S. Attorney's Office for the Central District of California requiring Chipotle to produce documents and information about the company's practices at all restaurants systemwide. The more recent subpoena supersedes an earlier one served in December.

  • Audi Brings Bowie To Superbowl With 'Star Man' Spot in Around the Net In Brand Marketing on 02/04/2016

    Audi is touting its new R8 supercar in the Super Bowl with a new spot featuring David Bowie's "Starman." The ad, "Commander," features a retired astronaut, who is lost in the past, and has lost his interest in the present, including in food, a bad sign. His son shows up, and puts him behind the steering wheel of his R8 V10. As the two slice through mountain switchbacks, a smile comes on the astronaut's face as we see flashbacks to his greatest day. It also brings back David Bowie's greatest day, musically: the "Ziggy Stardust" album.

Comments by Karl All comments by Karl

  • The Joy Of Stupid by Bob Garfield (Garfield at Large on 01/25/2016)

    Life without coffee is no life at all - Joseph Conrad. Or maybe it was iggy pop, but whatever

  • Star-Spangled Speaking: Sarah Palin, Unplugged by Barbara Lippert (Mad Blog on 01/21/2016)

    for poesy alone can tell her dreams, with the fine spell of words, alone can save imagination from the sable charm and dumnb enchantement. 

  • Spoiled Little Boy-cott by Bob Garfield (Garfield at Large on 12/14/2015)

    cuz if we don't legalize heroin the only ones using it will be criminals. 

  • Toyota Drives Tacoma To Hispanic Market by Karl Greenberg (Marketing Daily on 10/12/2015)

    yes, that's a good point. I need to rewatch

  • The Farther Up The Ladder, The Farther Behind The Eight Ball For Marketers by Karl Greenberg (Marketing Daily on 06/19/2015)

    John, thanks for the comment. remember that movie from the sixties, (you probably don't, which is ironic in this context) "Wild in the Streets"? it was a dystopian look at youth obsession, in which youth is seen as the sole repository not only of beauty, but wisdom. The president is a teenager, but his advisors are even younger, as I recall. There is a little of that going on. But age should be  irrelevent to the discussion, in any case. It's about the kind of wisdom that is worth a fortune if you can find it. And, honeslty, that brings me to another (off) topic discussion: we under-value, in higher education, the kinds of academic disciplines that encourage intellectual synthesis (dare I say the "h" word? hu...hu...hu...manities.) We encourage prospective students, rather, to go into analytical studies and scoff at pretty much anything else, relegating these other scholarship journeys to 'hobby' academics, like the totemic basket weaving major. Marketing is ultimately the study of human behavior, and really that doesn't change all that much, and does not adhere to Moore's law, needless to say.      

  • Listen To The Lady by Karl Greenberg (Marketing: Automotive on 06/02/2015)

    You know, I had a brand I won't mention, on borrow a couple of years ago. This his hilraious: I ws trying to get to newark airport, by itslef a near impossible task. Teh thing told me to take a left....off a bridge

  • Volvo Is Global, But How Swedish Is It? by Karl Greenberg (Marketing: Automotive on 05/12/2015)

    Hah. if that were discovered to be the case...I shouldn't be too surprise. 

  • New Film, 'A Faster Horse,' Takes You Where Few Get To Go by Karl Greenberg (Marketing: Automotive on 04/22/2015)

    Good point. At this point they are just doing the festival circuit. The next step for them is to get a distributor, which is what these festivals are all about. As soon as they do, I will put that note out there on my internets

  • Cadillac, Chrysler, And Objectivism by Karl Greenberg (Marketing: Automotive on 04/14/2015)

    My wife. Though she wouldn't admit it. good point. My corner just threw in the towel. 

  • Cadillac, Chrysler, And Objectivism by Karl Greenberg (Marketing: Automotive on 04/14/2015)

    That's facile, but yyou're s software guy so you're a lot smarter than I. I won't start to get into economic theory with you, because that would be a zero-sum game for me. But you're right, I could have been clearer about it. As I wrote about the 300,  "attitude" is baked into that nameplate. And I do I think a certain "screw you" is part of the Chrysler 300 story, in a good way, starting with the way the car looks and drives. It is an aggressive car, even with Chrysler having softened the lines a bit and maybe lowering the waistline a bit. That aside, attitude, swagger, winning, all of those things mean nohting unless there's an oppononent. Sorry, I don't see how else that can work. The opponent has to lose. You really thnk millions of people are going to buy the Manny v Mayweather fight next month so they can see both of them win?

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