brands with a cause

Pro Bono: How the Advertising Community Can Help Nonprofits like (RED)

Posted by Sheila Shayon on June 24, 2014 02:49 PM

Celebrity musician and activist extraordinaire Bono took home the inaugural Cannes LionHeart award for his humanitarian work, but not before he called the entire advertising community to action to get behind his nonprofit (RED) organization, which helps fight AIDS. 

Calling the marketing industry the "creative engine of capitalism" and "the world’s thermostat" to tackle problems like AIDS, Bono noted that the majority of the foundation's funding comes from government organizations despite a growing number of consumer product partnerships and events.  

Founded in 2006, Apple was one of (RED)’s earliest supporters, even though many wouldn't know it. Bono joked with Apple's Jony Ive, who presented the award, calling Apple "annoyingly quiet" about its participation in (RED) thanks to Steve Jobs' aversion to including the brand's iconic parentheses on any Apple products or in any Apple stores. Apple has, however, raised $75 million for the cause.Continue reading...

brand news

Brand News: Honda, American Apparel, Starbucks and more

Posted by Dale Buss on June 23, 2014 09:17 AM

TOP STORIES

American Apparel ousted Dov Charney over nude pictures, report says.

HondaNissan and Mazda expand recalls of Takata airbag systems.

Starbucks brings made-to-order soda to 16 states and raises prices on drinks and bagged coffee.

Audi draws up EV plans to counter BMW and Tesla, report says. 

Thrillist brings online experience to life in New York on second annual Best Day of Your Life.

MORE BRAND NEWS

Ace Hardware renews performance in a big-box world by emphasizing local service.

BMW extends joint venture with Brilliance in China to 2028.

Barbara’s promotes natural snacks and cereals in new campaign.

BNP Paribas nears settlement in US for up to $9 billion.

Bono calls for more brand partnerships with RED at Cannes presentation.Continue reading...

brand news

Brand News: Apple/Beats, Pepsi Max, Samsung Wearables and more

Posted by Shirley Brady on May 29, 2014 08:29 AM

TOP 5 STORIES

Apple execs explain Beats acquisition as HP remains a Beats partner through end of the year.

Samsung announces prototype Simband personal health tech monitor with open cloud service.

BMW sees China as biggest electric car market, as Mercedes-Benz gives Chinese officials unprecedented access.

Pepsi Max unveils Idris Elba-directed short film (above) as part of #FutbolNow campaign.

Fender names U2's Bono and the Edge to its board.

MORE BRAND STORIES

Amazon tells customers to shop elsewhere in Hachette spat.

AriZona iced tea brand founders fight over brand value in court.

BlackBerry CEO defends strategy.

Bridgestone set to become Olympics sponsor.

Cadbury grapples with brand jihad in wake of pork discovery.Continue reading...

media brands

96-Year-Old Forbes Media Heads to the Auction Block

Posted by Sheila Shayon on November 18, 2013 01:47 PM

Forbes Media is the latest victim of a dying print industry.

Perhaps best known for ranking wealthy individuals worldwide, Forbes is on the block for an estimated $400 million to $500 million in a sale being handled by Deutsche Bank. Former Republican presidential candidate Steve Forbes, who serves as editor-in-chief told employees on Friday that they’d received numerous inquiries about a sale. 

The venerable, 96-year-old brand, founded by financial newspaper columnist B.C. Forbes in 1917, has been confronted by declining ad sales and dwindling profits as print-based media brands struggle to transform content, platform and purpose in a world wired 24/7.

B.C. Forbes was succeeded by his son, Malcolm, who was known for his expensive tastes including hot air balloons, Faberge eggs, Victorian art, real-estate and a motorcycle collection—all of which was sold off along the way, including Forbes’ longtime headquarters, which was sold to New York University in 2010. Forbes began making changes to its privately-held structure in 2006 to augment its digital presence by selling a 45 percent stake to Elevation Partners, the private equity firm co-founded and backed by U2 frontman Bono and Roger McNamee for close to $240 million.Continue reading...

The Big Game

Super Bowl Advertisers Hope to Stretch Ad Dollars with Long Lead-In to Big Game

Posted by Dale Buss on November 15, 2013 07:41 PM

Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.

Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.

And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...

cause marketing

US Budget Crisis Pressures Bono's ONE and (RED) World AIDS Day Push

Posted by Barry Silverstein on November 28, 2012 01:09 PM

There's good news and bad news when it comes to AIDS, and ONE wants to make sure the world's population is aware of both this December 1, the 24th annual World AIDS Day.

The ONE Campaign, the global advocacy organization co-founded by U2's Bono, just released a new report on the global fight against HIV/AIDS. The good news: Scientists now have the tools to "turn the tide" on AIDS, and the world should be heartened that the UN set targets for the "beginning of the end of AIDS" to be met in 2015. The bad news: Unless "sufficient funding, coordination and political will" are brought to bear in the fight against AIDS, it will be 2022 before the "beginning of the end of AIDS" can be reached.

With America mired in a heated national debate over how to fix the debt and the looming fiscal cliff, Bono has been personally lobbying U.S. lawmakers to urge them not to cut U.S. foreign assistance and aid funding. ONE is stoking up the urgency through a variety of actions in conjunction with World AIDS Day 2012.Continue reading...

corporate citizenship

Why Corporate Citizenship is No Longer an Option for Brands

Posted by Sheila Shayon on November 12, 2012 01:02 PM

After Sandy, even Apple is giving to the Big Apple. The Cupertino, CA-based tech giant is giving generously to New York City and Northeast residents who were hard hit by Hurricane Sandy, as reported by 9to5Mac: “We just got the above email via an Apple employee from CEO Tim Cook showing the Cupertino company is looking after those on the other coast of the U.S. Apple will donate $2.5 million to the Red Cross to benefit Hurricane Sandy victims.”

The donation comes on top of an iTunes page for the Red Cross, where 100% of value is passed on to relief efforts. Apple’s recent link on their homepage that directs traffic to the Red Cross iTunes page is a major move as their site garners close to 35 million unique visitors monthly, placing it #23 in Compete’s popularity rank of websites. “It’s a prime bit of real-estate and it’s nice to see one of the five major links on the page go to relief in the wake of Sandy’s devastation of the eastern seaboard,” notes TheNextWeb.

Apple CEO Tim Cook is being praised for boosting Apple’s charitable giving, ad being seen as “determined to change the company’s stingy reputation — as one of the few major American corporations that before had barely donated to charity,” reports the New York Post. “Tech titan Apple at last donated something to charity worth talking about: $100 million… [which] still leaves Apple in an unusual spot — far behind its peers.”Continue reading...

brand news

In the News: Facebook IPO, Yahoo, HP and more

Posted by Dale Buss on May 18, 2012 09:01 AM

In the News

Facebook heads into IPO today with record pricing and a strategy to raise money, not hype, WSJ says — but also with persistent questions among brand marketers about the value of advertising, among other challenges. Meanwhile, average investors face long odds on a big Facebook payday, which will make Bono the richest rock star and Mark Zuckerberg richer than Google's co-founders.

Yahoo names new executive team as Alibaba deal apparently looms.

HP plans to slash workforce by up to 30,000, WSJ says.

Bud Light is drawing online buzz from Millennials.

Amazon to sell ads on Kindle Fire welcome screen.

Barneys New York relaunches website.

Coca-Cola bests Pom Wonderful in court in latest round of long-running labeling dispute.Continue reading...

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