Friday, February 29, 2008
  • Anheuser: We Based Super Bowl Buy On Web Integration

    [Beverages] Speaking at the ANA's Everything TV & Video Forum, A-B's Tony Ponturo said it is no longer enough to buy ad space during broadcasts of big events and live pro and college sports, pillars of A-B's ad strategy. "Everything we do today is about how to extend our traditional media buys with new technology. ...Read the whole story

  • Sprint Throws Subscribers Bone After $29.5 Billion Loss

    [Telecom] Print ads and in-store promotional displays that focus on marketing the Simply Everything plan begin to roll out Friday, along with the service, according to Sprint rep Emmy Anderson. "We're marketing the new service through our existing ad campaign plans, so we don't spend additional funds." ...Read the whole story

  • Liberty Mutual Doubles Spend To Back Web-Based Films

    [Financial Services] "The insurance category is the most competitive ad category and has grown by double digits," Stephen Sullivan tells those gathered at an ANA conference. "Our competitors have raised the bar, and so have we. But, while we have doubled overall spend, we have also doubled online spend." ...Read the whole story

  • CEO Says Victoria's Secret Brand Has Gone Too Far

    [Retail] "We will return to our heritage, increasing the level of sophistication in our product offerings," CEO Sharen Turney tells analysts. "We'll reinvent sleepwear, and return the brand to the ultra-feminine, and meet her needs and expectations." Part of the problem has been VS' success with younger buyers, particularly in its Pink brand. "Pink did well, and then all the brands got younger." ...Read the whole story

  • B-to-B Events Build Brand Value, Not Just Short-Term Sales

    [Research] How people feel about the brand experience -- their emotional connection to the brand - as well as the cultural fit with the brand, are key elements that work together in the B-to-B event sponsorship/marketing engagement experience. In the B-to-B space, "fit" primarily means cultural affinity between the company and the brand. ...Read the whole story

Clueless Or Subtly Strategic? What Brands Can Learn From Wayward Celebrities

These disaster-prone celebrities translate the simple act of buying coffee, pushing a baby carriage or shopping for sweatpants into a sought-after, hyper-analyzed and Web-immortalized media moment. What innate branding secrets do these seemingly clueless celebrities posses? ...More