Are You Sacrificing Your Brand’s Identity To Be Cool?
Mondelez International, one of the world’s largest snack food companies, has just announced that they are moving away from the ad agency of record approach to one in which small teams within any number of ad agencies develop creative approaches for their brands, including Oreos, Trident and Cadbury. The plan is to implement new ideas in small markets, and then roll out the concepts that produce short term sales…
Why Outdoor Advertising Still Has a Place in Contemporary Marketing
It’s not too surprising that Jeremy Male, the Chief Executive of CBS Outdoor, is a big believer in outdoor advertising as an ad medium for the future…
Creative Wear-out: Why all good things must come to an end
So now you can go retire, right? Unfortunately, even the best commercials have a lifecycle that we, as marketers and researchers, need to carefully monitor. Knowing when a commercial is delivering strong returns, when it has plateaued, and when it has worn out is key to maintaining a strong campaign in-market.
Celebrities in Advertising: Make or Break?
Celebrities appeared in about 40% of 2014’s Super Bowl commercials. This percentage has remained consistent over the past couple of years. But this year, more advertisers opted to use multiple celebrities. The more the merrier, right? That might apply to some advertising tactics – but not necessarily for celebrity appearances.
Dick’s Sporting Goods and Cause Marketing: Will It Work?
Dick’s Sporting Goods announced at the SXSW Interactive festival that the brand is making a significant investment in an initiative called Sports Matter to generate awareness and crowdsource funds for youth athletics programs. The campaign has been in the works for more than a year and will incorporate commercials, social media, and a film that will be shown on ESPN2. But will this project help their brand?