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Twitter Partners with Everyday Health as it Shows Off Digital Ad Prowess

Posted by Sheila Shayon on June 12, 2013 02:48 PM

Increasingly flexing its muscle as the premier ad platform for digital, Twitter is joining forces with Everyday Health to deliver public-health alerts and sell health-related ad packages through a joint “HealthBeat” product. 

“We’ll be looking at the key health terms flaring up every day, and when something is indexing in an abnormal way we'll let Twitter know and we'll supply content about what to do,” Michael Keriakos, Everyday Health’s president, told AdAge.

The publisher, which owns several properties including Daily Glow and Jillian Michaels, said that not all content will be sponsored, but it is seeking advertisers for broader health topics like allergies and insomnia, which would leverage Twitter's ad targeting abilities.Continue reading...

brand news

In the News: ESPN, Honda, Chrysler and more

Posted by Dale Buss on April 30, 2013 09:15 AM

In the News

ESPN apologizes for comments by commentator after NBA player announces he's gay.

Honda recalls almost 46,000 Fits in North America.

Chrysler sees profit tumble on poorly executed product launches.

Alibaba and Sina form alliance of China online businesses.

Apple files for new technology that tells whether to text or call friends.

Asos prepares marketing drive to grow global brand.

BP reviews safety after oil leak in North Sea.

Best Buy sells Europe unit back to Carphone Warehouse.

BlackBerry CEO questions future of tablets (which brand doesn't have).Continue reading...

brand evolution

SPAM Stays Relevant with Digital Persona Crafted by Longtime Agency

Posted by Sheila Shayon on April 29, 2013 02:46 PM

SPAM, the oft maligned Hormel canned meat product that helped Americans survive the Depression and fed the allied troops during World War II is cultivating a new generation of fans and consumers thanks to a new spokesman and a long-standing relationship with its ad agency.

SPAM remains a staple among US consumers and is now available in 44 countries, with US sales up nearly 7 percent year-over-year in the last 12 months. A lot of that consistent growth is a direct result of the on-going, unique relationship with BBDO, which has serviced every Hormel brand since 1930, from Dinty Moore stew to Jennie-O turkey. That unusual longevity has garnered Ad Age’s top honors in their first agency-client-marriage contest.Continue reading...

campaigns

Del Monte Touts Freshness with "Bursting with Life" Tagline and Ads

Posted by Dale Buss on November 7, 2012 12:41 PM

Thanksgiving is coming up. And while cans of vegetables will last for years, Del Monte decided that the timing couldn't be better to remind American consumers about the easiest way to elbow onto the Turkey Day table with side dishes worthy of the buxom bird: get them out of a can. Preferably a can of Del Monte vegetables.

So the brand is launching its most extensive and expensive ad campaign in a decade, under the tagline "Bursting with Life." The idea is to emphasize the freshness of Del Monte vegetables — an attribute that consumers don't naturally associate with foods that have been preserved in a cylinder of metal for weeks or months.

While they're not trying to make eating your veggies (let alone canned veggies) sexy, Del Monte hopes to claim a bigger share of mind stomach of a collective American household that at least is thinking more about vegetables these days, and the nutritional value of consuming them.Continue reading...

social marketing

Mercedes-Benz Drives Social TV Innovation With Twitter #YOUDRIVE Campaign

Posted by Sheila Shayon on October 2, 2012 02:02 PM

Social innovation is at an all time high and campaigns integrated with social media are the latest incarnation exemplified by the new Mercedes-Benz #YOUDRIVE Twitter campaign, which will let fans help shape the ending. Ever the innovator on digital, Mercedes-Benz is up 10 percent in Interbrand's just-announced 2012 Best Global Brands report.

TV viewers in the UK will ‘drive the action’ of a three-part story about the new Mercedes-Benz A-Class to be shown this weekend during commercial breaks in "The X Factor." A cat and mouse caper features a young music star (played by Top Boy actor Kane Robinson) aided by a female accomplice attempting to secure a secret gig that authorities are keen to close down.Continue reading...

ad watch

Don't Miss FedEx's Funny New Golf Commercials

Posted by Shirley Brady on August 2, 2012 11:07 AM

FedEx is promoting its 2012 FedExCup PGA tournament with a trio of witty golf-related spots (the message: ship those clubs) by BBDO; more below.Continue reading...

London 2012

London 2012 Watch: AT&T Features US Olympians' "My Journey" Through Apps

Posted by Sheila Shayon on August 1, 2012 11:41 AM

As a top sponsor of Team USA, AT&T’s "My Journey" campaign highlights the path to the London 2012 Olympics for eight athletes, along with the mobile apps and content that helped get them through rigorous training. Condensed versions of the profiles are now running as commercials during NBC's primetime coverage of the Summer Games across America.

Fans can download each athlete's favorite app, such as gold medal-winning swimmer Ryan Lochte's favorite SuperMonkey Ball 2, song (Lochte picked "American Star" by Lil Wayne) and an item for a sweepstakes (Lochte signed a skateboard), now through August 14th.Continue reading...

brand inspiration

Wear Your Face: Braun Benefits UNICEF with Book of Famous Faces

Posted by Mark J. Miller on June 18, 2012 02:59 PM

When you manufacture electric razors, you spend a lot of time thinking about the shape of people’s faces and noticing how much the simple construction and care of a face communicates about somebody.

Procter & Gamble’s Braun brand took that notion and created the “Wear your face” campaign, which is now turning into a book that will benefit UNICEF. The book, Wear Your Face: Portraits of Men of Varying Ages, Origin, and Character, was the idea of BBDO Proximity Duesseldorf creative director Olaf Reys, who worked on the Braun campaign for P&G.

Reys teamed up with some of the world’s best-known photographers to capture some of the world’s best-known faces, including George Clooney, Robert de Niro, Mickey Rourke, and Mick Jagger.

“Today the male public image is multifaceted and malleable, presenting a kaleidoscope of diversity and sophistication,” Reys said in a press release. “The work I amassed is a visual documentation of how far society has moved towards a more tolerant interpretation of masculinity – and femininity.”Continue reading...

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