There is something pleasantly hypnotic about these new "holiday season" spots from The Gap. https://youtu.be/HTRlTdnvPnQ https://youtu.be/Fz3umF_fUgc https://youtu.be/RiD-QH6YaTE Agency: Untitled Worldwide Creative Director: Kevin Li Creative Director: Piper Hickman Producer: Joyce Lee Head of Integrated Production: Cheri Anderson Group Account Director: Meredith Frisco Production Company: …
Free Range Brands Looks At A Marketing Landscape Gone Wild
Think back on the last decade or so, and you’ll find countless examples of companies whose traditional positions in the marketplace were challenged. Some have successfully adapted, and some haven’t. Nicole Ertas takes a closer look at this phenomenon in Free Range Brands: Join the New Breed of Agile Brands. To start with, Ertas talks about the attitude consumers take to today’s brands. She deftly divides …
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FCB’s Creative Leader Sets The Story Straight
Susan Credle, global chief creative officer at FCB, believes in the power of story to move people to buy and to believe. She's not alone in this, although it pays to clearly make the argument over and over. In a guest piece written for The Wall Street Journal, Credle explains the great tradition that today's brand storytellers have inherited. The best people in this business are relentless …
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Legal Cannabis Is A Massive Opportunity for Marketing and Media Pros
Legal cannabis—medical and recreational—is a burgeoning opportunity for cannabis entrepreneurs like retailers and growers. It's also a wide open opportunity for the larger ecosystem that supports this industry, including design shops, ad agencies, and media organizations. I recently had dinner with an account executive in Portland and asked him who was knocking on his shop's door. The answer in Denver, Seattle, …
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Grain Belt’s New Lager Gets The Colle & McVoy Treatment
Inspired by the Mississippi River and the hard working lock and dam system that powered the original Grain Belt brewery, this new brew combines old-world techniques with a hint of hops to bring the traditional American lager into the 21st century. Design and packaging from Colle + McVoy in Minneapolis. Grain Belt is now made by another Minnesota brewing icon, August Schell Brewery of New Ulm. …
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Subaru of America: A Living Case Study In Micro-Targeting
How did Subaru of America build on its niche lifestyle targeting to become a mass-market car brand? Alex Mayyasi of Priceonomics reports: When Subaru marketers went searching for people willing to pay a premium for all-wheel-drive, they identified four core groups who were responsible for half of the company’s American sales: teachers and educators, healthcare professionals, IT professionals, and “rugged …
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New Feature Film from Red Bull Media House (One of 600 Pieces of Content)
Content is not king. Red Bull's content is king. Werner Brell, managing director of Red Bull Media House, made a rare public appearance at the Content All Stars summit in New York recently. Journalist and MBA, Dorian Benkoil, was there to speak with him for Mediashift. I joked to Brell that a toilet paper company couldn’t do what Red Bull is doing, and he vehemently disagreed. There are, he said, rules …
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What You Can Bring To the Content Party: Digital Endurance
Change is the only constant. In digital media terms though, change is more than a constant, it's a constant storm. Grace Bonney, founder of Design Sponge, waxes nostalgic about blogging days gone by. Let's listen and learn. Six to eight years ago, most bloggers were living in our own version of the ‘Conde Nast heydays’ without knowing it. We were getting great rates for advertising, having to do (relatively) …
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