Thursday, September 16, 2010

Thursday Night Marketing News from Mediapost

Click & Read:

by Karlene Lukovitz
"We're not changing our strategy," says Crown Imports' EVP/Marketing Jim Sabia. "This is a new execution of the same basic campaign, designed to show occasional Corona Extra drinkers where our core brand users enjoy our beer -- which is everywhere. The ads encourage fans to find their beach, wherever it may be -- expanding that Corona state of mind beyond sun, sand and surf." ...Read the whole story >>
by Sarah Mahoney
For the year, the company recently raised its total revenue forecast to $1 billion. "We believe we are the biggest, baddest apparel brand on the planet, and we've taken that swagger from our men's to our women's," says CEO Kevin Plank. "We've said we think we can make our women's apparel sales bigger than men's, and I believe we can." ...Read the whole story >>
by Sarah Mahoney
The chain's error, says Bill Simon, CEO of its U.S. division, was focusing on the value of a single product rather than the savings achieved in the entire shopping trip. "When you reduce the assortment, which we did, and focus on the item, which we did, it is really hard to win -- our competitors can match us on items. Our promise needs to be around the entire basket. No one can beat us on breadth." ...Read the whole story >>
by Karl Greenberg
"You have to wrestle to the ground what is your shared purpose," said Kimberly-Clark's Clive Sirkin. "There must be a clear, articulate point of view from the client and the agency and both must be able to deliver on that. Agencies say 'our goal is creativity,' and in our view creativity is only valuable if it drives business. Creativity doesn't mean a department or execution, but collective creativity on both sides of equation." ...Read the whole story >>
Financial Services
by Tanya Irwin
Scottrade is launching a multi-media marketing campaign which the company says is "unlike any other" in its 30-year history. The effort highlights the resources and support the St. Louis-based online investing firm can provide to investors to help them make better decisions. ...Read the whole story >>
by Karl Greenberg
OnStar will be a lifestyle program that goes beyond safety and emergencies -- as well as a pure subscription model -- to social media, entertainment, apps, Bluetooth, phone interfacing and remote diagnostics, among other things. To get the word out, the company is relaunching with a new campaign, "Live On" with the theme line, "Safely connecting you in ways you never thought possible." ...Read the whole story >>

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