Click and read (after you've filled your taxes):
Sports
by Karl Greenberg ESPN's "One Game Changes Everything" platform for promoting its coverage of the FIFA World Cup includes a raft of specials, films on soccer and South Africa, and ads featuring the likes of U2 (featured in a TV spot with lead singer Bono), actor Djimon Hounsou and jazz legend South African Hugh Masekela and his son, an American. ...Read the whole story >>
Food
by Karlene Lukovitz
The contest is the first in a series of initiatives for 2010 that seek to build on the brand's "The American Cheese" campaign, launched last September. That campaign portrays the roles that the cheese brand plays as depicted amid various scenes from American life, positioning Kraft Singles as "the quintessential, one and only American cheese." ...Read the whole story >>
Packaged Goods
by Karl Greenberg The effort involving the Kardashians, developed with Web network BuzzMedia, includes a video series featuring Kris (the mother) and sisters Kim and Khloe. The five-video series is intended to express the idea that menstruation isn't something that one should be ashamed of or avoid talking about. ...Read the whole story >>
Financial Services
by Tanya Irwin
Liberty CMO Martha O'Gorman says, "Many people have difficulty finding a preparer who can do their return in the final days, which is stressful. Our goal is to be accessible to as many people as possible right up to the filing deadline. We want to be the tax preparer of choice and being open extended hours helps us to create that reputation." ...Read the whole story >>
Electronics
by Aaron Baar In a series of new television commercials, energy-hogging "ogres" -- old appliances, windows and light bulbs -- are turned into cartoonish creatures lurking in the house. Says the agency behind the creative: "They're doing what they should be doing, but they're also draining your wallet and your energy use." ...Read the whole story >>
Retail
by Sarah Mahoney
The importance of a brand of an item of clothing jumped 14% in the survey, with 28% now saying that brands are "more" or "much more" important to them. "That's a record high," Robert Passikoff, founder and president, Brand Keys, tells Marketing Daily. ...Read the whole story >>
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