Marketing Handy

Friday, September 6, 2013

GSK Consolidates $1.3B Media Account with Omnicom and WPP...

GSK Consolidates $1.3B Media Account with Omnicom and WPP http://bit.ly/15p2vvT

GlaxoSmithKline, the pharma and consumer-health giant, has consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM, while keeping Omnicom’s PHD as its lead media agency for the United States.

PHD will also add a global comms planning assignment, as well as the media business in Canada to its remit, according to people familiar with the matter.

The company did not immediately respond to requests for comment, while agency representatives either declined to comment or couldn’t be immediately reached. But the decision, which comes after a lengthy review, means that the international media duties that GSK awarded to Publicis Groupe’s Starcom MediaVest Group in 2010 will move back to GroupM.

Continue reading at AdAge.com

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GSK Consolidates $1.3B Media Account with Omnicom and WPP...

GSK Consolidates $1.3B Media Account with Omnicom and WPP http://bit.ly/1ag6h2r

PHD will also add a global comms planning assignment, as well as the media business in Canada to its remit, according to people familiar with the matter.

Continue reading at AdAge.com

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Let’s Repeal the Fourth Amendment! http://bit.ly/1dCuFM8...

Let’s Repeal the Fourth Amendment! http://bit.ly/1dCuFM8

How was your summer? Vaguely unsettling and filled with disillusionment? Yeah, mine, too.

And not just because of “The Lone Ranger” and Justin Bieber spitting from balconies and Khloé and Lamar’s marriage being on the rocks and Miley Cyrus attempting to twerk on the VMAs. More because of that Edward Snowden fellow and the Pandora’s box he opened.

It’s a hazy memory now, but a couple of weeks into the start of summer, protesters turned up across the country for “Restore the Fourth” rallies on July 4 — part of an organized effort to speak out against the National Security Agency’s PRISM surveillance system that Snowden exposed. The Fourth that needs restoring being, of course, the Fourth Amendment to the U.S. Constitution — the one that prohibits unreasonable searches and seizures.

Continue reading at AdAge.com

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Cadillac to Car Buyers: If You Work Hard, You’ll Get Lucky...

Cadillac to Car Buyers: If You Work Hard, You’ll Get Lucky http://bit.ly/19e6izm

For more than 100 years, it’s been touted as “The Standard of the World,” but Cadillac’s marketing team now wants to portray the luxury auto in a new light.

Executives familiar with Caddy’s ad plans say when the brand unveils a major fall campaign from new agency Rogue, the messaging will lean on American values, such as the notion that everyone can create his or her own destiny. Cadillac will be painted as a more-accessible car than it has been, and a main idea behind the campaign is the theme “Work Hard. Be Lucky.”

Continue reading at AdAge.com

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Thursday, September 5, 2013

Gap’s Global Marketing Focus Fuels Major Retail Rebound...

Gap’s Global Marketing Focus Fuels Major Retail Rebound http://bit.ly/14SOEBI

Gap Inc. spent several years as a punching bag for Wall Street, thanks to slipping sales, marketing missteps and an indistinct positioning among some of its core brands. But the company is swinging back.

Its stock hit a 52-week high last month. Net sales for the second quarter rose 8%, while sales for July were up 5%. Global expansion and the rapid creation of strong global marketing teams is fueling growth. Gap Inc. rounded out its trio of global chief marketing officer positions this year, with appointments at Old Navy and Banana Republic. Marketing across its brands is benefiting from increased investment and fresh ideas.

At the company’s namesake brand, Global CMO Seth Farbman has taken the brand back to its roots, emphasizing Gap’s purpose and values, as well as its founders, Donald and Doris Fisher. Internally, execs live by the mantra “believers in bright” — a nod to the Fishers’ desire to have a “store with a heart.” Its latest campaign, dubbed “Back to Blue,” is bringing the retailer back to TV advertising for the second time in seven years — a vote of confidence from its parent company.

Continue reading at AdAge.com

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Sales are Going Loco at Taco Bell, Ad Age’s Marketer of...

Sales are Going Loco at Taco Bell, Ad Age’s Marketer of the Year http://bit.ly/14SOCti

Brian Niccol glances around Taco Bell’s Irvine, Calif., test kitchen as he ruefully recalls the chain’s “food-as-fuel” marketing philosophy before 2012: “Fill them up, move them out.” Commercials relied on “crappy humor” to pitch new products to young men. Or, as he referred to one character in a TV spot: “a 24-year-old white guy being an idiot.”

"We were letting [the brand] become too much of a punchline," said the Taco Bell president.

Late-night comics were given even more fodder when, in January 2011, a class-action lawsuit was filed that alleged the majority of what Taco Bell called “seasoned beef” was ingredients other than meat. The chain, which had just come off its third year of flat sales, ended 2011 with a 1.4% sales decline systemwide.

Continue reading at AdAge.com

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Your Guide to Chinese Food [Infographic] http://bit.ly/14ddWfj

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