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Super Bowl Who? FIFA's World Cup is the Biggest Ad Game in the World

Posted by Mark J. Miller on January 22, 2014 06:39 PM

America's biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like "having the Super Bowl every day for an entire month.” 

Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year's 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports. 

And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.Continue reading...

brand news

In the News: Verizon, Panera Bread, Johnson & Johnson and more

Posted by Dale Buss on November 20, 2013 09:18 AM

In the News

Verizon unveils big-box superstores in bid to reinvent wireless.

Panera enters single-serve home-coffee market.

Johnson & Johnson agrees to artificial-hip settlement of at least $2.5 billion.

Bitcoin regulation is argued.

Burger King enters India via joint venture.

Dodge tests coattails of Ron Burgundy.

Ford plans to reveal all-new Mustang on Dec. 5 and said Edge concept at LA Auto Show provides glimpse of global SUV ambitions.

Home Depot registers 50 percent rise in digital sales and Lowe's net profit surges.

JCPenney loss widens but turnaround firms up.Continue reading...

brand news

In the News: Starbucks, Johnson & Johnson, Unilever and more

Posted by Dale Buss on November 13, 2013 09:06 AM

In the News

Starbucks ordered to pay Kraft $2.7 billion in losing coffee-package dispute.

Johnson & Johnson said to agree to $4 billion settlement over hip implants.

Unilever opts for sustainable palm oil.

Bloomberg says news service didn't kill articles on China.

Boeing vote tests union strength.

Chrysler brand chief leaves to head Maserati marketing. 

Fantex delays "IPO" of injured NFL star.

Foxconn sees profit growth slow sharply.

Girls Gone Wild is up for sale

GM shifts international headquarters to Singapore from Shanghai.

Hulu wants to be offered with pay-TV bundles.Continue reading...

brand news

In the News: Apple, Frito-Lay, Johnson & Johnson and more

Posted by Dale Buss on November 5, 2013 09:14 AM

In the News

Apple opens Arizona plant with 2,000 workers.

Frito-Lay tests chocolate-covered potato chips.

Johnson & Johnson pays $2 billion fine for false marketing of drugs.

AOL boosts ad sales but sees profits hurt by local news services.

Allen Edmonds sells to private-equity firm.

BlackBerry abandons sale process.

Christie's starts out new auction season badly.

Coca-Cola predicts personalized beverages using genomics.

DirecTV profit rises on more subscribers.

Dodge expands Ron Burgundy campaign to entire brand lineup.Continue reading...

sustainability

Johnson & Johnson Tackles Big Problems in the Smallest Room

Posted by Sheila Shayon on October 21, 2013 11:07 AM

With 9 billion people in the world by 2050, and natural resources already depleted almost beyond restoration, Johnson & Johnson is launching a campaign on Tumblr to encourage people to recycle bathroom products.

Care To Recycle, the first recycling awareness campaign of its kind to be hosted exclusively on Tumblr, focuses on the “Smallest Room” in the house—the bathroom.

Market research conducted by the Shelton Group found that 40 percent of Americans report recycling no bathroom items at all, as it either never occurred to them, or, as 20 percent reported, they didn't even know that products in the bathroom are recyclable.

"After reviewing the results of the research, we saw a very real opportunity to help reduce waste by educating people about recyclable bathroom items,” said Paulette Frank, VP, Sustainability for Johnson & Johnson Family of Consumer Companies, in a press release. “With its active community of highly engaged content seekers, Tumblr seemed like the ideal platform to help spread the word about recycling in the smallest room of the house and how it can make a big difference to our planet."Continue reading...

wisdom of the crowd

Ahead of UN Assembly, Global Leaders Convene to Promote Social Change

Posted by Sheila Shayon on September 24, 2013 04:41 PM

It's UN Week in New York City, as global leaders descend to discuss challenges facing the world population. But before the members of the United Nations sit, several other initiatives and events are poised to take advantage of the influx of global leadership. 

Running through Thursday, Mashable's Social Good Summit brings together a broad group of societal and business leaders to tackle social problems with technology, including Richard Branson, co-founder of Warby Parker Neil Blumenthal, the CEO of Water For People, executives from Johnson & Johnson and dozens more. 

Former Vice President Al Gore, a featured speaker at the event, announced the launch of his latest environmental initiative, "What I Love," at the event. 

The experiential site asks visitors what they love to do, eat, wear and more, and then serves up a “personalized canvas of the immediate effect of carbon pollution on what they love, be it chocolate, beer, skiing, or shoes.” The site utilizes a partnership with the Climate Reality Project, an NGO that provides the scientific data behind the questionnaire results.Continue reading...

retail watch

Following Major CPG Brands, Walmart Takes Steps to Eliminate Hazardous Chemicals from Products

Posted by Dale Buss on September 16, 2013 03:41 PM

It may be time for Walmart's leadership to bring about another huge change in retailing. This time, the chain has forged a new requirement that suppliers disclose and eventually phase out several hazardous chemicals from Walmart products, and the move could lead to making such a practice standard across the American marketplace.

"It's a significant step forward," Stacy Malkan, co-founder of the Campaign for Safe Cosmetics, told USA Today about the move Walmart announced late last week. Walmart could "shift the whole industry," she said.

Specifically, Walmart said that, beginning in January, it will begin to monitor suppliers' progress on reducing 10 different chemicals from fragrances, cosmetics, household cleaners and personal-care products at its stores. The requirements will also apply to its private-label cleaning products as well as the "Design for the Environment" label promoted by the Environmental Protection Agency to identify "eco-friendly" goods.Continue reading...

brand partners

YouTube Invites Brands into Partner Program to Help Create Better Content

Posted by Sheila Shayon on June 20, 2013 06:22 PM

YouTube’s audience, dubbed Gen C by Google for its ubiquitous connectivity, is an irresistible sweet spot for marketers and brands that can now be more nimble in creating their own content thanks to a partnership with YouTube.

Announced Thursday at the Cannes Lions Festival, YouTube has signed American Express, GE, Johnson & Johnson and PepsiCo as the inaugural class of brands to join its Partner Program, which will team content creators with brands to produce engaging, branded content on YouTube. 

“The move comes as more brands look to become custom publishers themselves and create content that consumers care about," Ad Age notes. The program launches in the fall, and aims to have 100 partners on board by the end of 2014.Continue reading...

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