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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

Articles by Karl All articles by Karl

  • KBB Gets 'Serious' About Testing, Recommending in Marketing Daily on 10/05/2015

    Dan Cullen, senior director of marketing at KBB, tells "Marketing Daily" that the campaign's two videos, with eight total versions, including :15s and :30s with differing end tags, will run on automotive, sports and entertainment, humor and men's interest outlets.

  • 'Transformers' To Jump Four More Sharks in Around the Net In Brand Marketing on 10/05/2015

    Yes, filmgoers will be treated, should they decide to pay the money, four more films based on the Transformer Hasbro toys over the next ten years. That will mean we have been pummeled with eight of them total. Hasbro chief content officer and EVP Stephen Davis confirmed "Transformers" 5, 6, 7, and 8 during a keynote at MIPJunior, the annual showcase for kids programming.

  • More Jewelry Advertising This Year? in Around the Net In Brand Marketing on 10/05/2015

    According to De Beers' recent Insight Report the jewelry industry's share of voice in advertising has dropped since 2008. But In 2014, per the report, growth in jewelry advertising spend started to catch up with fashion. This year may see more spending. De Beers will run its campaign for Forevermark; Hearts On Fire will run a TV campaign; Blue Nile is also running a "targeted" TV campaign, its first since 2011; Zales will likely see a bigger ad budget, as well.

  • Sponsors Want Blatter To Step Down From FIFA in Around the Net In Brand Marketing on 10/05/2015

    Some of FIFA's major sponsors are calling for FIFA's CEO Sepp Blatter to resign immediately, as he is being investigated for "suspicion of criminal mismanagement and suspicion of misappropriation" of FIFA funds. Sponsors that have spoken up are Coca-Cola, McDonald's, Visa, and Budweiser, all longtime sponsors: Coca-Cola has been one on and off since 1950. While the sponsors haven't publicly threatened to back out of their deals, all condemned FIFA's behavior and asked that Blatter step down immediately.

  • Maserati Global CMO To Resign in Around the Net In Brand Marketing on 10/05/2015

    Saad Chehab, Maserati's global CMO, who also was central to development of several Fiat Chrysler Super Bowl ads has resigned the company, a division of Fiat Chrysler Automobile, for personal reasons. Chehab joined FCA's luxury brand in Nov. 2013 after serving as head of the Chrysler and Lancia brands and director of advertising and brand marketing for Chrysler Group.

  • Jared Fogle, Case Study In Spokesperson Peril  in Around the Net In Brand Marketing on 10/05/2015

    Looks like the nabbing of Jared Fogle has not been good for Subway's rep. A new report from The Reputation Institute found that between the first and third quarters this year, Subway's reputation score fell 6 points, from 77 to 71, or from nearly excellent to slightly above average. It was also a steep decline in just a short period, said Brad Hecht, chief research officer at the firm. "By any definition, a five-point move in any direction is significant," he said.

  • Staples Bucks Trend, Will Be Closed On Thanksgiving in Around the Net In Brand Marketing on 10/02/2015

    More and more retailers are opening on Thanksgiving Day, and they are doing it earlier and earlier. Staples, one retailer that has opened on the holiday for the last few years, has decided to close up and let its workers spend the holiday at home. The chain's president of North American stores and online shopping, Demos Parneros, said, in a statement that the deals will only be online, at, and consumers can then continue their shopping in stores starting at 6 a.m. on Black Friday.

  • Fantasy Sports Companies Paying Big  in Around the Net In Brand Marketing on 10/02/2015

    Daily fantasy sports companies DraftKings and FanDuel spent a combined $100 million on advertising in September, about half of that during national NFL games, the rest across networks and high-profile broadcasting. DraftKings spent some $80 million, FanDuel about $20 million, according to iSpot, which tracks paid TV media. Boston-based DraftKings, which launched in 2012, said it would pay out "more than $1 billion guaranteed in 2015" in winnings. It has official alliances that include the NFL, MLB, NHL, MLS, Nascar, UFC, ESPN, and teams in the NBA, NHL and MLB.

  • September Auto Sales Beat Expectations  in Around the Net In Brand Marketing on 10/02/2015

    Thanks to Labor Day promotions, piles of cash on the hood at Northeast dealerships, and low gas prices, U.S. light-vehicle sales rose 16% in September. The domestic three, Toyota Motor Corp., Nissan Group and Honda Motor Co. all reported double-digit gains. The seasonally adjusted annual sales rate surged to 18.17 million, easily topping the 17.7 million forecast.

  • Google, Apple Gen Y's Most Trusted Tech Brands in Around the Net In Brand Marketing on 10/02/2015

    A nationwide survey commissioned by the Marketing Executives Networking Group reveals that more than half of millennials age 18-34 indicated they trusted Amazon more than any other major tech company. Also 17% of the millennials named Google as their most trusted tech brand, followed by Apple (12%). Roughly 8% selected Facebook, and about 5% indicated that Microsoft was the most trustworthy of the major tech brands. The survey also showed that millennials are more likely to be brand loyal than older consumers.

Comments by Karl All comments by Karl

  • 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? 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 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?

  • Re-Brand? Indiana Will Have To Un-Brand by Karl Greenberg (Marketing Daily on 04/10/2015)

    Paula, I hope you're wrong, though I know we're probably heading in that direction. Still, I just don't think states like Indiana have leverage versus the corproations they depend on. When all you have to offer a as an economic incentive to "live, work and do business here" is that you're cheap and you have a hoosier state of mind, a great motor speedway, and Bloomington,  you're not in the best negotiating position. Did I mention Bloomington? there is that.   

  • Is General Motors' Warranty Roll-back Risky Business? by Karl Greenberg (Marketing: Automotive on 03/17/2015)

    good point. I hate to say it but I think GM had to find savings because of pressure from activist investors whose mouthpiece is wearing the proverbial golden leash.

  • Cadillac Is New York, And New York Is Luxury by Karl Greenberg (Marketing: Automotive on 02/23/2015)

    That's a good point. I haven't seen that ad. I need to see the TV spot again because I can't remember if he's credited there. I don't think so.

  • Newcastle's 'Band of Brands' Falls Short, Like All Beer Marketing by Larry Dobrow (Video Critique on 01/15/2015)

    Well, hell, I liked it. I think the "The United States of winning" bit was a poke at Chrysler. I don't know where you come off saying Shania Twain is a satirist.

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