Target CMO: Content and Mobile Matters More Than Campaigns

Posted by Mark J. Miller on December 7, 2012 10:11 AM

Target recently celebrated its 50th anniversary, but don’t think this retailer is getting old and stuck in its ways. Chief Marketing Officer Jeffrey Jones, who joined the organization earlier this year, is planning to put a good deal of energy into digital content rather than simply in pushing out marketing campaign after campaign.

“In the past, marketers would make campaigns, they would put them in the world, and they would wait to see what happened,” Jones said in a video released on the brand's A Bullseye View website and YouTube channel. “In today’s world, it happens hourly. It happens daily. And this is a brand that has such enriched deep content that our guests want to hear from us on. So if we can create content and share content and allow our guests to speak on our behalf, that’s really beneficial for them to deepen their engagement and it helps us amplify our message as well.”Continue reading...


He's No Missoni, But He is Benedetto: Target Engages Tony Bennett

Posted by Dale Buss on September 20, 2011 04:06 PM

With its latest collaboration, Target is going from Missoni to Tony. It's not exactly resurrecting the Rat Pack, but the retailer's new deal with Tony Bennett underscores one thing: Retro is cool.

The mass retailer has always been known for pace-setting deals with, for example, name product designers that have kept Target on the watch lists of style-conscious young women — and typically out of the same sentence with "Walmart." Target's hit (and sold out) collaboration with Missoni is the latest example of that.

While its exclusive promotion with the 85-year-old crooner isn't quite on the Missoni scale, this one also involves a collaboration with a venerable brand of Italian descent. In announcing that it will offer an exclusive version of Tony Bennett's new studio album, Duets II, beginning today, Target is laying down yet another marker of its cultural relevance.Continue reading...

celebrity brandcasting

Deck the Haul: Oprah's Favorite Things Final Gift Tally

Posted by Shirley Brady on November 22, 2010 06:15 PM

It wasn't just the unsuspecting audience members who flipped for Oprah's two-part, final Favorite Things gift-giving year-end special. Featured brands can also expect a boost in holiday sales thanks to the halo effect of the Winfrey wand.Continue reading...

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