Adpulp
Advertising News and Know-How
By David Burn
Candace Bushnell is working with Maybelline on The Broadroom, a made for the Web knock off on her hit show Sex in the City. Episodic content. Episodic content. Episodic content. How many times will Stuart Elliott of the The New York Times and I go over this? Web series are being created specifically for advertisers, borrowing a strategy from the early days of radio and television when shows like "The Kraft Music …
Continue Reading about Entertain & Inform, Then Entertain Some More →
By David Burn
Steve Rubel, lifestreamer and VP-director of insights at Edelman Digital believes in brand-curated content, as his latest Ad Age piece shows. ...digital curation -- both automated and human-powered -- will be the next big thing to shake the web. There's an evergreen need for those who can separate art from junk online. However, in this era, journalists won't be the only ones to fulfill it. Brands can play here too. …
Continue Reading about What Can Brown Do For Me? Brown Can Curate My Business News, For Starters. →
By David Burn
Coca-Cola execs hosted an Investor and Analyst event on November 16 and 17 in Atlanta to discuss the company's "2020 Vision and Roadmap for Winning Together." According to Ad Age: Coke pulled out all the stops at the meeting, its first such confab since 1998. There was a dinner designed by Linton Hopkins, named one of 2009's best new chefs by Food & Wine, using Coca-Cola as a key ingredient; a sampling of …
By David Burn
"We now have countless examples of the success of marketer as media owner," Bloom says. Then he kindly lists them. J&J's BabyCenter.com had 3.6 million views last month P&G's HomeMadeSimple.com and Pampers.com pulled in close to a million visitors P&G is launching its beauty mag, Rouge, to six million Americans next year Walmart with its money saving tips on YouTube Grey Goose with its entertainment division American …
By David Burn
According to Ad Age, custom magazines from package-goods marketers have been around for a while, but a new wrinkle in the U.S. rollout of beauty magazine Rouge, is the use of the mommy blogger community to help build the database of the relationship-marketing program. P&G first launched Rouge in Canada in 2005, then tested the magazine with 2 million U.S. households last September. The full rollout with the fall …
By David Burn
Procter & Gamble is funding content, a.k.a. "independent editorial" in effort to reach their desired demographic, in this case women aged 21 to 34. According to BrandWeek, P&G is working with Web content syndicator Studio One Networks. The result is a new editorial offering-- Life & Beauty Weekly--created specifically for Procter & Gamble. Studio One tapped journalist Beth James, a regular contributor to Self, The …
Continue Reading about P&G Taps Journalists To Connect With Consumers →
By David Burn
According to Ad Age, a growing number of marketers are directly engaging consumers through original content, instead of pitching their stories to reporters. Take this Coldwell Banker video: The thing I find interesting in the Ad Age piece is how PR agencies are being tasked with content creation. For instance, Coldwell Banker enlisted the help of its PR shop Cooper Katz, to gain presence on YouTube. I don't have a …
Continue Reading about Are You Well Equipped To Tell Stories In The Digital Arena? You Need To Be. →
By David Burn
TurnHere, a video production and advertising company, released a survey that not surprisingly says online video will continue to have a prominent place in the marketing arsenal. Some of TurnHere's specific findings: Online video is the top marketing priority for 2010, edging out both email and search marketing Branded content is the preferred online video type with the highest use among all video formats, the highest …
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