How Even ‘Small’ Media Investments Can Generate Big Results
Over the July 4th weekend, Coca-Cola orchestrated a strong digital push to support its sponsorship of the Coke Zero 400. Coca-Cola hosted page takeovers on Yahoo and NASCAR’s sites…
Hispanic Advertising Goes Mainstream, English Takes the Subtitles
During the 2012 NBA Finals, Ford made a move in reaching Hispanic consumers that few brands had considered at the time – running a Spanish language ad for the Ford Escape on English language network ABC. Over the past two years, Tide, Target, Taco Bell, and JC Penney have all joined the party running Spanish language executions, or executions partially in Spanish, on English language media. The trend has picked up during the 2014...
World Cup Advertisers Look to Score with Global Market Campaigns
As the FIFA World Cup kicks off, advertisers are taking full advantage of this worldwide sporting event that unites fans around the world in excitement. Soccer is unifying in its passion, emotion and competitive spirit. Perhaps that is why the campaigns that have launched so far, for official sponsors and non-sponsors alike, all seem to have been developed from the same creative brief. In the US today, advertisers are moving towards...
Fiat Gets Crazy and Courageous with Creative
The one ad campaign variable that receives the most attention is the creative – and why shouldn’t it? Creative gets people talking (or, if unsuccessful, doesn’t). One advantage to having a strong creative track record is that the brand can feel confident and has the freedom to take risks. Olivier Francois, CMO of Fiat, is currently in that position and he’s taking full advantage of it. Ad Age reported on Francois’ recent decision to...
How Brands Can Survive the Private Label Threat
There are several trends that have contributed to this dynamic. First, the perceived quality of private label brands has improved, at least in the mind of the consumer. Many shoppers have decided that these money-saving brands still deliver a perfectly adequate product…
