100 Candles for Neiman Marcus


Neiman Marcus is promoting its 100th anniversary via a video on YouTube. Neiman executives told Ad Age it’s an unorthodox move, but they think there’s a place for their luxury brand on the video-sharing site.
“Like with anything, you hear people in meetings say, ‘Did you see the thing on YouTube?'” said Ginger Reeder, VP-corporate communications at the Dallas-based retailer. “And if it starts to permeate our consciousness, we can only assume it’s in our customers’ as well.”
Buying the home page on YouTube for a day generally costs about $250,000, according to media-buying executives familiar with the pricing.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.