Allen Adamson, Managing Director of Landor's New York office, has some thoughts to share on what brands need to succeed in 2012 and beyond. Companies that once thought in terms of "built to last" must now think in terms of "built to change." Creative thinking and an entrepreneurial spirit are the price of entry, and any company that doesn't recognize change as the new normal will not have a fighting …
Happiness Interventions c/o Coca-Cola
Public service advertising no longer belongs to the world of pro-bono work and free late-night media placements. With the opportunity presented by content marketing, brands are beginning to wear their values on their YouTube sleeve. Take Coca-Cola, the soft drink empire found another way to spread happiness, and tie it to the emotion of Christmas. They achieved this by selecting three Overseas Filipino Workers, …
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Americans Love Small Italian Coffees, Why Not Small Italian Cars?
Experiential is the name of the game for Fiat, as it works to reintroduce its cars in the U.S. According to Adweek, Fiat, with help from Impatto, took over New York's Times Square this past weekend for an all-afternoon promotion that culminated in a double feature that viewers watched while sitting in 36 2012 Fiat 500 and 500 Cabrio models. Commenting on the power of experiential marketing, Laura Soave, …
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MasterCard Launches A Localized Scavenger Hunt And Experiential Social Promotion
MasterCard is treating New Yorkers to one-of-a-kind experiences care of its new Priceless Cities campaign, which is being rolled out now in New York City. The program is meant to drive preference and affection for the MasterCard brand among cardholders by offering them an opportunity to enjoy the things they are most passionate about, whether its travel, sports, shopping, culinary or arts and …
Content In The Royal Court
Dyaln Byers of Adweek had lunch with Carl Johnson of Anomaly on the terrace of the Carlton Hotel in Cannes this week. Byers asked Johnson how he felt about the notion that “content is king.” “I don’t agree with that,” he said. “I think it sends you down the wrong track. I’d say the emphasis is on relevance and usefulness. The danger with the content story is—the most powerful thing you could do to me as a …
Dirty Hipsters Provide Perfect Sampling Opportunity
This past weekend at the Sasquatch Music Festival, Henkel partnered with BBDO San Francisco to launch its new collection of got2b “rockin’ it” products, featuring its first line of dry shampoo. To help Sasquatch attendees understand how got2b can help them extend the life of their style and keep their hair rocking no matter where they are, festival participants were invited to set, break and compete for a …
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Men Get Dirty, Dial for Men Cleans Them Up
Bulldozer drag racing. Paintball 'pocolypse. Digging with dynamite. These are just some of the activities that men who like it muddy can take part in this summer at Camp Dirt in Granby, Colorado (provided they enter and win the sweeps hosted by Dial for Men). Creative courtesy of Red Tettemer + Partners in Philadelphia, Dial for Men's agency on this. …
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Man On A Horse Drinking Coffee
To promote its new Levels coffee system, Seattle's Best Coffee is hosting a live 24-hour interactive comedy show featuring actors and directors from Second City. "We wanted an exciting, big launch," said Michelle Gass, Seattle's Best president. "The spirit of this brand is to create a disruptive idea that builds emotional connection to the brand. It's not about saying, it's about doing. Why not make it fun …
