Superstars and Cars: Infiniti’s Celebrity Solution?
With nowhere to go but up in the luxury automobile market, Infiniti is embarking upon an agency review. Brand building is an exciting endeavor for agencies and creative teams are chomping at the bit for this opportunity. There are many strategies that Infiniti and its agency of choice can employ in this quest to establish a unique brand position in the consumer’s mind.
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…
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?
How to maximize ROI in advertising to Hispanics
Hispanics are the fastest growing population in the United States. With ever increasing purchasing power and economic influence, Hispanics have grabbed marketers’ attention. Brands are shifting into a “total market” strategy, recognizing Hispanics’ integral role in brand strategy and marketing communication planning. While everyone can agree that a focus on Hispanics is well-placed, understanding the best way for a brand to approach...
Will Olympic Advertisers Ski Home with the Gold?
We know that only about one in five advertisers accomplish brand objectives on the basis of a Super Bowl media buy. But what about an Olympics ad buy? Are the former Super Bowl advertisers who opted out of the Big Game to invest in the Olympics facing better odds? The smart money answer is yes. While buying on the Olympics is no more a guarantee of success than the Super Bowl is a guarantee of failure, an investment in the Olympics is...