Thursday, September 8, 2011

Sharpie's IMC and Old Navy goes Mobile

I found a couple of interesting articles I thought I would share that were related to class.

We've talked a lot about IMC - integrating all our communications together so that they support the brand and the campaign we're creating.  Here is a great example of a company, Sharpie, using IMC to maximize impact on their digital - youtube:
Sharpie on YouTube grabs 62 million impressions 

We've also talked about the growing importance of the mobile market.  This article highlights the latest Old Navy mobile campaign on Pandora Radio.  If a listener clicks on the Old Navy ad, they are taken to a mobile friendly Old Navy website.  One of the keys they stressed was being prepared with a site designed for mobile phones if you are targeted phone users.
Old Navy Drives Mobile Sales for Fall Collection via Targeted Ad

Thursday, September 1, 2011

Episode 3

This week we’ll take a look at a few major advertising agencies, look at a day-in-the-life of a brand manager and learn about some of the changes in consumer behavior both in the US and globally connected to social media. 
P&G and Unilever are two companies that use a decentralized, brand management structure.  You can read and watch videos about P&G employees, including their brand managers here.  Businessweek did an article on a day-in-the-life of a brand manager a few years ago.  Take a look at what Brand Manager Levin had for breakfast as well as the rest of his day here.
Below are links to four different full-service advertising agencies.  Take a look around their sites, and see not only how they market different but how they are based on different philosophies:
Leo Burnett – It’s all about the big pencil, the big idea – Mr. Burnett created the idea of inherent drama in ads – something that draws us in and gets our attention.  You will know him best as the creator of the Marlboro cowboy.
David Ogilvy started Ogilvy & Mather.  Mr. Ogilvy believed in uniform branding and creating memorable images.  Notice the differences in this website compared to Burnett’s.
Saatchi & Saatchi has built their brand around the idea of ‘Lovemarks.’  The CEO wrote a book about Lovemarks – branding and loyalty beyond what we normally think of.  It’s all about consumers emotionally connecting to brands.
Barkley is a different kind of ad agency.  They are employee owned and focus on honesty in what they do.  Watch the video on the homepage about what they stand for.  Is it different than the other agencies you visited? – you bet!
This is the link for the major advertising awards:  Cannes Lion awards -
Here's links to the articles talking about consumer behavior related to social media:
Are you ready for some Fantasy Football? - check this article out at AdAge