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Tracy Tuten

Graft and craft: What makes a planner « canalside view - 0 views

  • Planners should for example, be expected to be able to: Intelligently interrogate buyer data and apply it to the development of communication strategy Have a least a passing knowledge of some of the fundamental laws of markets and the dynamics of brands Decode tracking data and usefully apply it to the development of strategic recommendations Have point of view on how and when to use quantitative research – and be able to articulate to clients which companies to use and why Interrogate customer segmentation data Commission quantitative projects Write a research recruitment screener Design both qualitative and quantitative questionnaires Know the different the types of both qualitative and quantitative research available, their methodologies, uses, and the suppliers thereof Conduct their own qualitative research Bring to bear an informed understanding of how different kinds of communications work in different kinds of circumstances, for different kinds of brands, across different kinds of channels and touchpoints Develop effectiveness models for campaigns and activity Formulate recommendations on how to evaluate the effectiveness of communications Provide an informed perspective on the new and emergent models of effectiveness Understand the methodological differences between the principle copy-testing suppliers (know your enemy) Evaluate the commercial impact of communications activity Have an understanding of econometric modeling
  • Just to be clear – the planner is an advertising person. Planners work with research, but in advertising. Ultimately, they must be able to interrogate, synthesize and apply this information and insight to the development of creative work. And that does of course involve the application of intuition and imagination too. For as Stephen King wrote, “the whole process of advertising is not a safe, cautious, step-by-step build-up.”
  • The skills listed above are not acquired overnight. They take time to develop. And acquiring them can sometimes feel like a long and arduous journey. Sexy and cool it ain’t. The implications should be obvious: If you don’t have a boss who can teach you these craft skills, move on. If as an agency you’re not investing in the craft skills of your planners, you’re failing them. And if as a planner you’re not interested in acquiring the craft skills and find it all a bit tedious, you’re failing yourself. Worse, you’re in the way.
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    list of the crafts ad planners must master - great read!
Tracy Tuten

12 Ads That Changed Super Bowl Marketing | Special: Super Bowl - Advertising Age - 0 views

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    Review from Ad Age on the most influential Super Bowl ads to date.
Tracy Tuten

To Introduce Justin Bieber's Girlfriend Fragrance, a Social Media Campaign - NYTimes.com - 0 views

  • As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter. Mr. Bieber’s Twitter feed is followed by almost 22.9 million people, and he has close to 44 million “likes” on Facebook.
  • The new media aspects of the campaign will also touch on the ads appearing in traditional media. For instance, Mr. Bieber is going on Facebook and Viddy, a mobile video sharing service, this week to invite fans to enter a “sing-off” on Tumblr to help create a 60-second television commercial for Girlfriend.
  • The agency working on media planning for the Girlfriend campaign, Media Kitchen in New York, part of the Maxxcom Global Media division of MDC Partners, also handled those duties for the Someday campaign.
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  • Traditional media has a place in the campaign, Mr. Lowenthal noted, citing the commercial and print ads, photographed by Ben Watts, that will run in magazines like Cosmopolitan, Glamour, Seventeen and Teen Vogue. They can be amplified by new media outlets that are fueled by the fervor of “all the fans who want to get closer to Justin,” he added.
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    Fragrance No. 2, called Justin Bieber's Girlfriend, is scheduled to arrive the week of June 18 at Macy's stores, and will also be available this month at retailers like Belk, Dillard's, Nordstrom and Sephora. Girlfriend will arrive a year after the introduction of the first scent endorsed by Mr. Bieber, Someday, which became the best-selling celebrity fragrance ever and the best-selling new women's fragrance of any kind brought out in 2011. As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter
Tracy Tuten

Kia Soul - Semiotic Analysis and Product Identity | Advertising & Society - 0 views

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    A semiotic analysis of a Kia Soul ad.
Tracy Tuten

Morris the Cat Has (Inevitably) Discovered Wearable Tech - Interactive (video) - Creati... - 0 views

  • The video above introduces the concept and you can see more of what Morris is exploring at 9lives.com/CatsEyeView.
  • Agency EVB -- which was also responsible for Catstarter, the feline crowdfunding website -- has created an interactive experience in which viewers can watch the brand's long-running "spokescat," Morris, explore his house while fitted with a pair of smart-cam goggles and a Wi-Fi-enabled activity-monitor collar.
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    This new campaign from 9 Lives lets us experience Morris's personality and explore his home. The experience is loaded with "Easter eggs" like coupons and posters.
Tracy Tuten

Strippers and stomach flus: Agencies dish on their worst pitches ever - Digiday - 1 views

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    Stories on the worst pitches ever.
Tracy Tuten

6 display ads people loved - 1 views

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    Review of 6 truly engaging and creative display ads
Tracy Tuten

Advertising - Commercials in 'Mad Men' Style, Created for the Series - NYTimes.com - 0 views

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    AMC, the cable channel that presents the show about the ad industry - and America - in the 1960s has made a deal with a giant marketer, Unilever, for a season-long sponsorship agreement.Multimedia  VideoDove AdAdd to Portfolio Unilever N.VGo to your Portfolio »The deal, for undisclosed terms, is centered on six commercials being created in the "Mad Men" vein for six Unilever products. 
Tracy Tuten

WebEx Brand Style Guide - 0 views

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    The style guide for WebEx. 
Tracy Tuten

UNC Press - When Janey Comes Marching Home: Portraits of Women Combat Veterans - 18 views

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    Q&A with Laura Browder on When Janey Comes Marching Home
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    Students, your assignment this week is to read about 'Janey' before our speaker on Monday, attend the talk at 3:30 on Monday in Wright auditorium, and then discuss the materials and her talk here on Diigo (by Friday at 5).
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    Being a Marine, I feel very moved to go to this event. I have seen the struggles women in the military have to overcome daily and this will provide some amazing insight.
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    Wow, I'm tottally bummed that I cannot make this speaker because of a pre-scheduled interview. This book by Laura Browder seems extremely intriguing. When I think about the military, a lot of times I do think about the guys that are enrolled and being front line in the fights. I never stop to think about all of the women, especailly mothers trying to support their children and how hard it must be on them to leave their newborns or teenagers for months or even a year at a time. With growing children, a month being away makes a huge difference in their lives. I can't believe the one case where her daughter wouldn't stop crying because they were deployed and she didn't recognize either parent, that is really upsetting. Many people want to give military men and women their opinion of the war, especially if they are against it. Those people would think that obviously these people are fighting for you and if you can't say a simple thank you, then you shouldn't open your mouth... even if that military man or women is against the war. I will be interested to read what everyone writes about the speech today.
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    I thought Laura Browder's presentation was great, it definitely made you think about and appreciate all the sacrifices women in the military have to make. Although I thought the speaker and content were great, I thought that we would hear about just a few women and really get into their stories and their experiences, not just get a brief overview of around twenty women.
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    I too was unable to attend the presentation, but in reading the article it really did make me think twice about women in the service. Recently, my boyfriend returned for Iraq, I was really hard on the both of our family. What really bother us was the unknown. In the article they discuss mothers that came home to childern they did not recognize and childern that didnt even know their mothers. Even though this same situation happens with males, in my opinion there is nothing like a mother in your life. On the other hand, of course these mothers are doing what they know is best for their families.
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    I was fortunate enough to be able to attend the presentation. I thought it was interesting of how she introduced all of the women she had done work with. I was shocked at all the PTS that the women had, not because of the war that they saw, but because of them having regret of leaving their group. It shows that women show emotions from war just the same as men.
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    I was unable to attend the presentation, however I feel that I did get a lot out of interview that was posted. It was very interesting to see the experiences of women in the military because often, you only hear about mens views and experiences. It seems that choosing between the military and their family was one of the more challenging situations that presented itself during their duty and deployment. I agree with Jazzaneta that the mothers are doing the best for their family. The right choice is often the most difficult one to adjust to and accept. The women did seem happy with their choice of joining the military and even after their deployments, knew that they did the right thing and made the right choice. I enjoyed the interview and wish that I could have made it to the presentation today, but I still learned a lot about women in the military and what they experience.
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    I was unable to attend the presentation, however I felt like I received a strong message from her interview. It is sad to say but it is true, when I think about American war hero's I only think of men. This might be because when studying history back in high school and college they only talk about male hero's because woman were not aloud to take part in war combat. When reading her interview it was an eye opening experience, especially when she was talking about the woman's roles. For example, if a single mother joins the war, they are being courageous my leaving there child/children behind, they are being courageous by joining the war itself. It's not like the olden days where they have "behind the scenes role," they are in the heat of all the action. Her book should open peoples eye's, about how women and man both deal with great struggles regarding the war, it's not an easy process for anyone. I respect and give great honor to those men and WOMEN who have served our country.
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    I thought Laura Browder's presentation was excellent, and I loved the way she presented each woman's story with a picture so the audience could really picture what the women must be like. Laura brought up many points about women and mothers in the military that I have never thought of before. I was surprised to find out that many of the women were torn between staying with their family or being deployed, because I would have assumed that they would rather stay home with their family. I was also shocked that many of the women were reluctant to come home due to the fact that their unit was staying overseas and they felt they should be, too. I thought the childcare plans that many of the single mothers had were interesting, as well. Many of the children who had mothers being deployed stayed with people other than family, such as daycare providers, which is astounding to me. That must have been very emotional for the children, as well as the mother. The amount of pride and devotion the women in the military have for their unit and the military itself is astounding and very admirable. They do not feel like they deserve special treatment because they are women, and they work harder to prove that they belong in the military. Laura did an excellent job of giving insight about what the women in the military are like, thus changing many stereotypical views.
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    I was able to attend the presentation because I had to go to it for my international class as well. This presentation did catch my attention because my cousin is in the navy and she is a women. She has been bashed so many times because she is a woman in the military and being able to hear more about it made me understand where she was coming from. There are many strong women out there and I believe they can fight combat and can be just as good or even better than men in times. How she described these women piece by piece left me in surprise to hear about all they had gone through and how they will not let anything stand in their way. They were telling about how they felt they were there for a purpose. They wanted to be in Afghanistan to support their fellow troops even if they were not a fan of bush or the white house. One woman even chose being in the military than staying with her husband and ended up getting a divorce. These women are strong, and I will support them all the way.
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    I wasnt able to go see Ms. Browders presentation. But from what I have heard from other classmates today and from what I have found in articles online, i believe she is a great "womans" speaker. She really gets to know the true story behind all of the woman's lifes. She shows how strong these women have to be to go though being a military wife. From what i have heard people that went and listened to her speak really enjoyed hearing her. How she gave background on the war and she showed a picture of each woman as she talked about her. You could tell that she really got to know each lady she talked too.
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    I was able to attend Ms. Browder's presentation yesterday at Wright auditorium. I felt like the presentation was extremely insightful because it gave several perspectives of women in the military. Being that the military is dominated mostly by men it was interesting to hear how women were treated and how they reacted to adversity. Most of the women that Ms. Browder interviewed severed several tours and were extremely dedicated and proud to be a part of the U.S military. Many of the women accomplished a lot and held significant titles amongst ranks. I remember her mentioning that there are 240,000 women currently serving in the military which came as a shock to me because I thought that women in the military were still a new idea. I found it fairly amusing when she told the story about the women who got into a bar fight and almost broke someone's nose. Although she was reluctant to interview, she eventually did and according to Ms. Browder she was tough as nails. The one thing that didn't surprise me was how most women struggled leaving their kids when they were told they were going to be deployed. Mothers have a close close bond with their children, not to take away from a fathers bond with a child. Lastly she mentioned that the military still has a stereotype towards women but considering where we started from til today I feel like the United States military has made great strides.
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    Wow! I never knew that the number for active military women is so high! That is really awesome. I'm sure much of the women are extremely proud to be serving their country, despite the fact that they arn't as recognized as the men serving our country.
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    I was unable to attend Laura Browder's presentation, however after reading the interview that was posted online I have a better insight into the important role women play in the military. It was very interesting to learn about the experiences that women have in the military and how recently they have been able to fully contribute and be recognized for their achievements. I was surprised to learn that women had a similar outlook on the military as men, meaning that the military was "absolutely central to their identities" because I too felt as though women were marginal within the military. I have a number of female friends currently enrolled in the marines and I am curious to know what their outlook on women in the military is.
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    I found the information disclosed in the interview or author Q & A from UNC Press and the Janey Comes Homes website very insightful. Until reviewing the information provided by these sources, I was unaware of the front line role women play in our military forces today. I have to admit, this was a bit surprising to me since I am female, but I attribute this lack of knowledge to the media I encounter. I cannot remember the last time I saw a military or government ad featuring a woman solider. Modern media constantly bombards young and old alike with classic, "old world" images of men serving in the military and focus on the evolution of their service throughout history. I find it astonishing that Browder was able to break though these cultural norms and unearth a rare find- women involved in modern combat operations who were brave enough to share their personal stories with their peers all over the world. This is previously unchartered territory and I find her work groundbreaking and exciting. The very nature of the military and our social structure makes such work taboo, specifically sharing this information on a global stage, where perhaps, ideals about gender roles are even more traditionally rooted than ours. The Q & A question regarding how women typically have been portrayed in war photography and images illustrates my point about Browder's work taking on traditional gender roles. Historic photography has focused on the classic gender roles with "men as heros and aggressors and women as children and victims. Her images have proved to "unsettle our fixed ideas about Americans at war". It is important to note we as a society must shift our fundamental ideas about gender roles to truly grasp her message but must also shift our view of these women soldiers as "novelties" but "as real soldiers". I can immediately see how we must carefully encode such messages, based on the pre-developed associations and receptive process(es) of our audience(s) to make s
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    I also was not able to attend the lecture by Laura Browder, but looked up some different intrerviews and articles pertaining to her presentations and book. I found them very interesting and enlightening. I never realized how big a role female soldiers played in our military. I think what she is doing in her book as well as through her preseantations is great and very well deserved and much overdue. I think the women who put themselves in this position in which they enter such a male dominated workforce, may face at times a harsher enviroment than their male counterparts. With the amount of sexism and lack of acknowledgment they receive I believe it makes them unseen and unheard heroes. I also found it interesting that they are referring to the current Iraq conflict as the womens war, because of the increased participation of women in the "danger zone". Duties which include IED sweeps, convoy gunners, and home searches. I was also very surprised to hear about how mothers in the military felt about being redeployed, or renlisted in the military. They had the same answers as the males, and were just as likely to continue their duty to the United States despite being a mother, which again I found extrememly surprising. Again I think everything she is doing is great and much overdue.
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    I too wasn't able to make the presentation. I checked out her website and the interview conducted on her, and I definitely read some things that I've never thought of or realized. I can't imagine how much strength and passion women in the military have. I'll be the first to admit that I couldn't do half of the things that they are committed to. On top of the constant combat awareness they are obligated to, it's hard to think they have are presented with an altered state of mind away from their family. I could see how much this must affect these women, and how bittersweet it could be to come and go on such an unreliable basis. The fact that these women are convoy gunners, explosives technicians, and many other dangerous jobs, is incredible. I wish I could have made this presentation to get a more personal and realistic perception on the lives of our military women.
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    I was unable to attend Laura Browder's presentation. However, I found the interview with her to be very interesting and insightful. For starters, I felt Mrs. Browder chose the right direction of neutrality throughout this project. By doing so, she allowed for both war supporters and anti-war supporters to grasp the topic at hand, without feeling it was biased. Bringing this topic into the public spotlight, however, is very important towards educating American's about the importance of women in our military, and the hardships they go through. The ultimate theme of motherhood I felt was a proper theme to show how the women in the military sacrifice a whole lot to protect our nation. I will say that after reading this interview, the topic of women in the military is more interesting with many more questions that come to my mind. The personal stories she discussed really brought a more personal aspect to this topic, and I was taken away by some of the experiences and trials and tribulations the women in the military told her about.
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    I was unable to attend the event on Monday, but I find the interviews that I read online to be very interesting and I would love to read the book or see the documentary she is working on in the future. I believe that women should have the option to go into combat in the armed forces as long as they are willing and able. I know many women who are just as strong, if not stronger than men. These women have made a significant commitment to our country and they shouldn't be denied any help or service they would like to give. Unfortunately, the world is still filled with stereotypical opinions and judgemental behavior. I'm embarassed to admit it, but sometimes I caught myself reading about the mothers and thinking 'how could they leave their children?' However, we don't usually think that about the men that are soldiers. Why does society think it is more important to have a mother at home than a father? Why do we believe men are better at fighting wars? Why do we think women aren't strong enough? These are all questions that I hope Laura Browder will make people think about and attempt to answer through her interviews.
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    I was also unable to attend the presentation on Monday, but the information that I did read about her and her book were quite interesting. I like how society gets to see a womans perspective of being in the military and how it effects them and what they go through. Woman should have equal rights when they choose to fight for our country and I think they are just as capable as any man would be. It takes great sacrafice to take time off and leave your children to do what you think is right. I give these woman major credit and respect them because I would never be able to do that. I liked how Laura Browder really tried to capture each womans message and make the public think differently about woman in the military. I'm glad I read the interviews because it was an interesting topic that I had never thought about.
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    Laura Browder had officially opened my eyes to an entire world that I have yet to truely consider, prior to Monday's Presentation. When my brother joined the Marine Corps. in 2003 I began my very own relationship with the U.S. Military. I have always been quite impressed with the level of commitment that soldiers and their families invest in our government and security as a nation. For the first time, I have begun to think about specifically and honor the women that are involved. The presentation was an eye opener, not because there are hundreds of women in combat situations, but because of their stories being told back at home. I am suprised by the way that Laura has researched and depicted these women. It is wonderful. Being a woman is not easy yet a woman in the military faces a multitude of challenges that the public tends to ignore. Shockingly, majority of the mothers that Laura mentioned face a conflict between supporting their children during there early years of development and deploying for war overseas. Most of which felt more obligated to their fellow soldiers and felt guilt for being seperated from them while returning home. I would expect for them to feel more compelled to stay and see their families. This event has done a great job getting the general public involved in appreciating the women of the military and the families that support them.
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    I was not able to see the presentation on Monday but by visiting several websites and looking at pictures I wish I had not missed this presentation. I think what Laura Browder has done is such an inspiration to all women. It is an inspiration to the women that are currently or have fought for our country because they deserve credit and recognition for all they have done and will continue to do. It is an inspiration for girls that are thinking about joining a service because they might be hesitant since they are females and Browder's stories and pictures might help give them that extra push to do what they believe in. For people like me, that does not know much about women and the army this was very eye opening and inspiring and makes me have so much for respect for these women and what they have done. Hopefully she will come back and speak again!
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    Though I was unable to go to Laura Browder's presentation, I found that her interview was very informative and helped give some insight as to what female soldier's have to go through. A part that was difficult to think about was when the parents of the child were both deployed at the same time and the child didn't recognize them when they return. The psychological drawbacks are often the most difficult to cope with when a soldier returns home. It is also interesting the way the female and male roles as soldiers are becoming closer and closer to being equal. Some women even found it offensive when asked how they were different or how they felt about being a woman in the military. Brower gave a lot of insight and I hope that she can make it back to ECU to speak again.
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    I was also unable to attend Laura Browder's presentation on Sunday. However, her interview and the website definitely gave me a different outlook on the role of women in war. To show how little I knew, the first sentence on the homepage of the website shocked me. I had no idea women were barred from combat. I guess it is common sense, but I honestly didn't know. But, like the website exclaims, this is irrelevant in the Iraq war since there are no front lines. One of the interviews with a veteran really struck me. We don't always think about soldiers having another career when they come home from war. But, one of the women talks about having Post-Traumatic Stress Disorder and how this is a career-ender for her. Her ability to live the life she had hoped for has been diminished by her experiences while serving her country. A lot of times we think of veterans as older and ready to retire anyways, but she was young and had a lot of life ahead of her. All of the stories really touched me, especially those that told the effects on thier families. I really just can't imagine what it would be like.
Tracy Tuten

Advertising - Campaign Turns Vanguard Brand Into a Verb - NYTimes.com - 1 views

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    An ad campaign will turn the Vanguard brand name into a verb, the better to help potential customers remember the company's investment products.
Tracy Tuten

MediaPost Publications Schwinn Pops Kickstand On $5 Million Campaign 04/16/2010 - 0 views

  • Once upon a time, Schwinn pretty much owned the American bicycle market and, with models like Varsity, Continental, and of course, the Paramount, defined American-made bicycling dominance. But that was back when a carbon frame was something you made with a pencil, and brands like Trek, Specialized, Cannondale and Giant had not climbed onto retail bike racks.
  • Schwinn is hoping to get its brand mojo in high gear with a new campaign aimed squarely at a vast consumer base of recreational riders:
  • The $5 million-plus marketing push -- Schwinn's largest in at least a decade -- includes TV, print, Internet banners, a new Web site (RideSchwinn.com), social media, and a major retail rethink for Schwinn's big-box and independent bike shop retailers, based on the idea that a forest of bicycles on store racks does not a brand make.
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  • Creative, via Cossette New York, carries a whimsical, nostalgic message about how Schwinn bikes are a way to step out of the rat race, slow down and smell the bitumen.
  • The print and TV ads hearken back to Schwinn's heyday, when kids played in the real -- instead of virtual -- world, and bikes could double as Abrams tanks, except for the little handlebar bell, which, in fact, is the central image in the campaign.
  • Andy Coccari, CMO of Dorel's Cycling Sports Group division, tells Marketing Daily that the ad push is focused on women 25 to 54 because, "while purchase decision and ability to really connect with family aren't feelings exclusive to women, women are the chief purchasing officer of the family."
  • Ads will appear in pubs like Family Fun, Parenting, Shape and Working Mother. The TV spot, starting this week, runs for the rest of the year on national cable TV. Digital strategies include display, search and social media.
  • In the TV spot a young woman rides her Schwinn down a street. When she passes a young boy in his yard, glued to his DS game, she rings her bell. Magically, the video game is gone and he's playing on a tire swing. Then, on a city street, she passes a man yelling into his cell phone.
  • He says dealers will get point-of-sale materials and local market support, and subsidized co-op advertising.
  • Schwinn competes most directly with brands like Electra, Jamis, and Globe, per Coccari. "It's a saturated segment of the bicycle market, but Schwinn is number one, with 85% awareness in the U.S.," he says.
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    My first bike was a Schwinn. So were my second and third bikes. I still have the third one - my first real adult bike. It's forest green with a white basket and a sumo wrestler bell. I grew up on Schwinn and remember spending hours riding through my neighborhood with a group of kids. My Schwinn went with me to college, and has stayed through all the transitions of my life.  With this new campaign, Schwinn has recaptured its inherent drama  and an opportunity to reconnect with those who still love the brand. 
Tracy Tuten

The End of an Era: No More CP&B and the King - 0 views

  • Today, AdFreak celebrates seven years of CP+B and Burger King with a list of the 15 campaigns we're still talking about, for better or worse.
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    AdFreak: Crispin's 15 best campaigns for Burger King
Tracy Tuten

On Screens and in Windows, Lowe's Gives (and Gives, and Gives) How-To Help - The New Yo... - 0 views

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    Lowe's uses Vine and guerilla
Tracy Tuten

Adweek's Media Plan of the Year Winners Bristle With Digital Innovation | Adweek - 3 views

  • Category: Best Use of Social ($2 million - $4 million) Few marketers, especially beauty brands, have made it their mission to improve their consumers' self-esteem. That's what Unilever brand Dove has done, making inroads since 2004 with its "Campaign for Real Beauty." But a lot can change in a decade. "In 2004 women were fundamentally benchmarking themselves against the images in a magazine," says Cindy Gustafson, managing director of the invention studio at Mindshare. "And in 10 years there's been an incredible seismic shift because of the advent of social media and technology. The fact is this is where women are now taking their self-esteem cues from." Mindshare analyzed 18 million tweets and found that a third of them contained negative beauty or body image content, and women were 50 percent more likely to tweet negatively about themselves. Dove decided to change the conversation and partnered with Twitter for the #SpeakBeautiful campaign, which encouraged women to use social media as a tool for body and beauty in a positive way. Given the image-conscious nature of awards shows, Dove launched #SpeakBeautiful during the Oscars' Red Carpet and published tweets every 30 minutes. It also sent 800 personalized messages to women during the event, hoping to inspire them to send positive messages. The results were impressive: The campaign scored almost 6 million tweets, over 800 million social impressions and reached a unique audience of 13 million. Compared to the Oscars in 2014 there were 30 percent fewer negative tweets and 69 percent more positive tweets about self-beauty. It helped Dove's brand perception, too. Among people who engaged with the campaign, 27 percent had a higher intent to purchase Dove products, according to Nielsen; brand sentiment also increased 17 percent, according to Twitter. —Kristina Monllos
  • Category: Best International Campaign ($1 million - $5 million) No one can dispute the success or ubiquity of Coca-Cola's "Share a Coke" campaign, which substituted the iconic Coke logo with people's names in a bid to personalize their carbonated experience. But how to keep it bubbly? Coke and MediaCom U.K. planted the flag for Year 2 of the campaign in England, giving viewers of Channel 4's 4oD digital catch-up TV platform (now called All 4) a chance to see their own names on bottles—a potential reach of 11 million. Led by Chris Binns, managing partner and head of engineering, MediaCom U.K. latched onto 4oD subscribers' sign-in names to create personalized ads for each viewer, ending the messages with the tagline "Share a Coke With …" followed by the viewer's name on the bottle. In total, the effort generated 4 million dynamically generated, highly personalized TV ads. And 4oD subscribers carried the effort one step further, with many taking to Twitter to register their happiness at seeing their names on the small screen. ("How did the 4oD Coke advert know my name and put in on a can? I'm so confused and happy!" tweeted @remzitomlin.) The effort, says Binns, "delivered that moment to millions of consumers in their own homes, in a natural way while they were doing something they loved [watching TV], rather than … hoping that they would find their bottles on store shelves." Furthermore, campaign awareness in the U.K. rose 17 percent, while ad recall jumped 71 percent and purchase intent gained 24 percent. —Michael Bürgi
  • Category: Best International Campaign (less than $1 million) To give fashion fans a sneak peek at the Alexander Wang x clothing collection at the department store H&M, media agency UM turned to Twitter as "the key to unlock the mysterious box of Wang." The IPG shop aimed to show fashionistas around the world that its client had the most exclusive apparel from a leading designer, and it built buzz (while downplaying competitors' campaigns) by focusing on bloggers and social media influencers in the high-fashion vertical. First, the client created a literal box that appeared in London's St. Christopher's Place. Curious fans could only view the fashion-forward contents of the box by tweeting the campaign's hashtag, and H&M followed by sending both personalized tweets and images/videos of the Wang items in question to these aficionados. Using this strategy, UM was able to create significant hype around the collection's release, despite having a smaller budget than previous campaigns. UM creative director Marcia Siebers says the campaign was "a direct consequence of our unique relationship with H&M," adding that the live personalization "built anticipation for everyone who got involved" and delivered a unique experience to both those who visited the physical site and those who watched online with "the speed that our fashionista customers demand." The campaign led to a 32 percent increase in positive mentions among influencers when compared to the client's preceding launch. It also facilitated a 179 percent monthly bump in Twitter mentions, with 80 percent of users tweeting about the collection more than once. Most significantly, all six London H&M stores sold out of the collection within 24 hours. —Patrick Coffee
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  • Category: Best Use of Native Advertising ($1 million - $2 million) No one said it would be easy to talk The New York Times into covering the daily paper with native content. But Shell, in partnership with media agency MediaCom, is on a mission to get consumers to see it as a progressive energy-solutions company rather than an oil giant, and leaned on the reputation and credibility of the venerable newspaper to help sway minds. Led by Larry Swyer, managing partner and group account director (Shell) and Geoff Campbell, partner and senior director of content, MediaCom worked hand-in-hand with the paper's in-house production unit, T Brand Studio, leveraging its storytelling expertise to create "Cities Energized: The Urban Transition," a print and online experience incorporating features such as augmented reality, documentary-style video and interactive data elements. The print component included an eight-page section made of translucent vellum wrapped around the paper. Video content could be accessed by users holding a smartphone over native pages and using the Blippar app. Online elements bristled with multimedia bells and whistles that included infographics, parallax scrolling, data visualizations and documentary videos, including one that used a drone to tell the story of Detroit's efforts to get greener. That is ultimately Shell's message, too, as it strives to become a leader in sustainability. All told, the effort generated 82 million impressions. Brand favorability, according to Millward Brown, surged from a negative score to a healthy positive (from -9.1 in the prior year to +23.5 during the campaign). Trustworthiness also improved (from -0.5 to +28.3). Meanwhile, a YouGov ranking of oil and gas brands found Shell atop the competition, specifically citing the Times effort as an influence.
  • Category: Best Use of Branded Content/Entertainment ($500,000 - $1 million) Subaru's claim to fame are its top-selling crossover models: the compact Forester and the midsize Outback. So, when it was time to roll out its new midsize model, the 2015 Legacy, Subaru had a challenge on its hands. To prove the Legacy shared DNA with its popular cousins, agency Carmichael Lynch enlisted the auto experts from Roadkill, the most popular show on Motor Trend's YouTube channel, to kick the tires. The Roadkill crew tested the Legacy's symmetrical all-wheel drive against three of the auto enthusiasts' most famous project cars: the 1968 Ford Ranchero, the 1968 Dodge Charger "General Mayhem," and the turbo Chevy-powered '71 "Rotsun" 240Z. The Legacy challenged these cars at a figure-8 obstacle course, the DirtFish Rally School and through a post-apocalyptic neighborhood. The 47-minute video (Roadkill's longest) generated more than 2.2 million views, which topped its expected episode viewership by 69 percent. It has received 16,000 YouTube thumbs-ups, a 96 percent positive sentiment rate and over 35,000 likes on Facebook alone—and even a brand-friendly thread on Reddit. The video contributed to a 72 percent increase in monthly sales of the Legacy from prelaunch levels. —Tim Baysinge
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