Search

The article highlights the projects of advertising shop Goodby Silverstein & Partners in 2000. The agency was named 2000 U.S. Agency of the Year, by the periodical "Advertising Age." The shop revived the Hewlett-Packard Co. brand with an integrated campaign centered on the garage in which the company was founded. In less than two years, the agency helped build E-Trade Securities into one of the most powerful online financial services brands.

The article profiles Target Corp., which uses an in-house advertising department and several agencies for assignments on a project basis in the U.S. Key issues discussed include the branding campaign awarded by the firm to Peterson Milla Hooks and background information on the retailing company's target marketing campaigns.

The article reports on the negative impact of high technology marketers on the creative and advertising industry boom in San Francisco, California. The city's advertising business is now anchored in high technology, business-to-business campaigns that run in more narrowly targeted journals. Agencies work with technology companies are stifling their creativity.

This article focuses on the growing concern in the advertising business and the venture capital business over venture capitalists' inability to advise Internet companies about marketing. Internet companies are spewing out multimillion-dollar campaigns even before they get a Web site up and running on the theory that the biggest, loudest campaign will win the most customers. One reason for all the noise is it is a lot easier to get funding than it used to be. There is a lot of evidence that young dot-com companies are taking risks with their marketing dollars. They are hiring agencies and making buys even before they get funding. Media executives say business development people at Internet companies are buying print and radio advertising at prices well above the rate card--simply because they do not know how the business works.

The article features Amazon.com as the best marketer for 1999 in the U.S. The electronic retailer company was founded by Jeff Bezos. It is the biggest electronic commerce brand in the country, with 13 million customers who have made a purchase. In October 1999, Amazon.com was the seventh-most-visited site with 12.9 million unique visitors. What makes Amazon.com a marketing success is its dogged determination to make the things it does so smart and so obviously right that it seems like they were conjured up effortlessly.

Presents a look at TBWA Chiat/Day which was named `Advertising Age' Magazine United States Agency of the Year for 1997. Efforts of Bill Tragos, founder, chairman, and chief executive officer of TBWA International; The creative work done by Lee Clow; How the company takes risks; Creation of the Taco Bell advertising campaign featuring a chihuahua; Work done for Apple Computer; How the company's success in 1997 is expected to be carried over into 1998. INSET: Colleagues agree: `Yo Quiero Clow'.

Discusses World Wide Web advertising. HotWired's launching on the Web as pioneering the most explosive new advertising medium since the start of cable television; Emergence of an entire infrastructure to support the industry; Desire to standardize the way advertisements are sold; Chart illustrating the top Web spenders and publishers as of July 1996. INSET: Web advertising: A chronology (Timeline).

The article features the print campaigns nominated for the 15th Annual Kelly Awards sponsored by the Magazine Publishers of America for creative excellence in print advertising. Wieden & Kennedy created the print advertisement "SportsCenter" for ESPN. It also created "Run Today" for Nike. Leonard/Monahan created "In-Line Skates" for Bauer.

The article names the advertising agency Goodby, Silverstein & Partners of San Francisco, California the journal's agency of the year and offers details of their performance in 2007. Several of the agency's partners including Steve Simpson, Jeff Goodby, and Rich Silverstein comment on the Goodby, Silverstein & Partners' corporate philosophies on customer service, growth, and the use of alternative media. The agency's loss of an account with the Saturn car company in 2007 is also discussed.

The article reports that AT&T, Verizon and Qwest are questioning the reliability, customer service and even the safety of phone service from cable companies and upstarts as close to 3 million consumers already signed up with cable-company-provided phone service. An advertisement from AT&T shows a call center where operators tell callers about the drawbacks of voice over Internet protocol. Cable companies is considering challenging the claim with the Better Business Bureau's National Advertising Division or even filing a lawsuit.

Discusses several marketing strategies applied by Dyson to increase sales of their vacuum-cleaner technology. Percentage of vacuums that cost $235 or more which were sold in the second quarter of 2004; Television advertisement for the Dyson vacuum that involved James Dyson, founder of the firm; Reason of consumers of economic groups for buying the vacuum, according to Clare Mullin, global marketing director for Dyson.

Reports on the impact of the problems associated with poor customer service on the business performance of AT&T Corp. in 2004. Competition between AT&T and Baby Bell Verizon Communications; Sale of AT&T Broadband to Comcast Corp.; Decline in revenues from long-distance and related phone services.

This article describes president-chief executive officer John Farrell's strategic plan for growth of advertising agency D'Arcy Masius Benton and Bowles following the loss of a nearly 50-year-old global Mars account. Changes in the management team include Susan Gianinno as chairman-president-chief branding officer, and Lee Garfinkel as president-chief creative officer.

The article provides some insights into the benefits of converging price, product, and point of sale in the retail industry for marketers, advertising agencies and the media companies serving them in the United States. Experts suggest that to become successful, a store must match its rivals on selection, service, and price. INSET: WINNERS AND LOSERS.

The article reports on the plan of U.S.-based Kmart Corp. retail chain to revive its BlueLight Special marketing scheme. Kmart chief marketing officer Brent Willis is handing the relaunch of BlueLight with TBWA/Chiat/Day. As part of the program, Kmart will lower prices on household staples from toothpaste to cereal.

This article outlines Goodby Silverstein and Partners co-chairmen Jeff Goodby and Rich Silverstein's plans for the agency. They plan to drop their co-creative director titles and turn over daily creative responsibilities to Steve Simpson, partner and director, and Paul Venables, creative director and associate partner. Goodby and Silverstein plans to focus more on strategy and long-term planning. They aim to serve as mentors to younger creatives and to get involved in the conceptual phase of the campaign development. INSET: West Coast shops look east to court Big Apple business.

Reports on Major League Baseball's plan to focus its marketing efforts on the youth market in the United States. League's effort to court families and revive flagging interest among the younger crowd; Launch of television advertisements from Vigilante; Baseball's average network television ratings. INSET: Fun and games: MLB boosts entertainment at the ballpark..

This article looks at the ways by which the Internet is changing the advertising business. The Internet revolution is producing far more than a West Coast billings bonanza. It is fundamentally retooling the agency business, changing compensation, establishing upfront payment for media and production costs and forcing a tradition-bound field to get up to Internet speed. Advertising agencies, accustomed to spending thousands on pitch presentations and being squeezed by clients on compensation, suddenly found themselves with the upper hand in dealing with Internet companies. Dozens of calls a month streamed in, many from entrepreneurs begging for help and chanting a litany of venture capital backers. Advertising agencies rediscovered the long-lost luxury of picking and choosing clients.

This article focuses on the achievements of advertising agency Deutsch in the U.S. in 1998. In January, the company won the estimated $70 million Mitsubishi Motor Sales of America dealer advertising business. Later in November, Mitsubishi awarded Deutsch its national advertising account, valued at $250 million. The agency proved it could evolve to meet client challenges, while at the same time strengthen its own operations. Throughout the year, Deutsch improved its national integrated offerings with an influx of direct marketing and interactive staff additions. The shop enhanced its media-buying capabilities by bringing outsourced media accounts in-house.

Reports that marketers hoping to maintain a place among the $426 million in products in grocery stores in the United States in 1998 must bolster brand names. Effect the merger of Albertson's and American Stores Co. will have on the supermarket industry; Statistics on the merger; Comments.

Looks at the financial performance of the Leap Group during 1997. Price of Leap's stocks as of January 22, 1998; Reasons why the company still has to prove itself; Acquisitions; The original vision of the company; Lawsuits it's involved in; Forecasts for 1998.

Focuses on the efforts of The Gap clothing retailers' Millard Mickey Drexler, president and chief executive officer, to develop the marketing aspects of the retail divisions. Expansion of advertising and marketing; Types of advertising added; Comments of Alan Millstein, retail analyst; Developing brand recognition; On-line clothing store; Impact of Gap sales.

Reports on the plans of Levi Strauss & Co. to begin a brand-wide advertising campaign. The linking of their jeans to American ideals; The creative work of Foote, Cone & Belding of San Francisco; The plans to air the spots on MTV around August 4, 1997.

The article chronicles how U.S.-based TN Technologies Inc. (TNT) pursued the I nternet advertising account of Mattel Inc. On January 3, 1996, TNT general manager David Clauson met his creative team to discuss Mattel's request for proposal. They came up with Hot Wheels new product new-product criteria as the Web site mantra: Power, performance and attitude. Even though the company failed to get the account, Clauson was thankful for the experience. INSET: Agency compensation issue looms large.

An interview with the film director Spike Lee is presented. When asked about his work with the cellular telephone company Nokia, by whom he was hired to direct a film consisting of footage from cellular telephone cameras, he explains that the film industry could consist of similar films in the future. He also comments on the economic recession and its effect on advertising agencies.

The article reports on the partnership between advertising agency BBDO and computer manufacturer Hewlett Packard. The author states that the deal will involve more than just a lucrative account for BBDO. HP will also be involved in implementing systems to assist BBDO with their marketing operations.

The article focuses on a public relations crisis for Southwest Airlines. The company was fined $10.2 million in March, 2008 by the U.S. Federal Aviation Administration (FAA) for failing to report cracks in the fuselages of some of its planes. Chief Executive Officer (CEO) Gary Kelly did a series of televised interviews to defend the company. Marketing analysts state Southwest may wish to reconsider the lighthearted tone of its television advertising created by Omnicon.

The article reports that leading consumer product makers including Procter & Gamble, Del Monte, and Kimberly-Clark have joined with the supermarket chain Kroger in a mobile marketing venture. The companies will offer marketing software consumers may download for their cellular telephones which will present redeemable coupons for discounts on certain products.

The article reports that Microsoft Corp. has hired the advertising agency Crispin Porter & Bogusky to create and manage a $300 advertising campaign for its Windows series of computer software. The goal is to change Microsoft's stodgy image among computer users. The agency is known for its edgy advertising which helped change the image of well-known companies Burger King and Volkswagen.

The article discusses the U.S. housing crisis and the advertising campaign undertaken by the National Association of Realtors (NAR) designed to convince consumers that this is a profitable time to buy a house. Frank Sibley, vice-president of NAR, says that the $40 million advertising campaign is trying to defy the negative media coverage of the subprime mortgage crisis in order to influence persons considering home buying as an investment.

An interview with Mike Linton, the chief marketing officer (CMO) of the internet company eBay, is presented. When asked about the challenges of advertising for eBay, he explains that the internet is still a relatively new business in 2007. He also comments on his background in the retail industry and discusses own sales and purchases on the internet auction site.

The article reports that an effort by telephone company At&T's marketing department to rebrand the Cingular cellular telephone network is a failure. The Cingular brand, which was built up to be a power brand after $4 billion in spending, was rebranded to AT&T in 2006. Experts claim that the integration of the brand is not working and has destroyed value. INSET: A history of AT&T.

This article examines the controversy around Apple Inc. and leader Steve Jobs' decision to cut the price of the iPhone by $200 shortly after introducing the product. People who stood in lines for hours and paid more just weeks earlier were alienated by the decision and the outcry was great enough for Jobs to have to offer refunds to those who paid the initial full price. Wall Street reacted and Apple's stock decreased in value.

The article discusses the decision made by mobile telephone carrier AT&T, which was formerly Cingular, that it will no longer claim that its customers experience the fewest dropped calls. An AT&T spokesman said that the choice was made to emphasize the strength of AT&T's cellular network. Cellular telephone service providers spend $5 billion annually touting the benefits of their services. Consumer Reports found that AT&T customers experienced many dropped calls.

The article talks about the inefficiency of mobile-web advertising, where marketers push out ads rather than allowing for users to search for themselves. Hewlett-Packard's worldwide media director Scott Berg discusses the importance of consumer searches in mobile marketing, stating that investing in search terms is preferable to mobile advertising because the search terms can be tracked and customized for consumer needs.

The article discusses the interactive television advertising campaign of footwear and apparel company, Nike. Dish Network cable subscribers with digital video recorders (DVRs) can access clips of Nike athletes and find nearby stores carrying the products featured. Nike's campaign also includes Internet and print components. Athletes featured include LaDanian Tomlinson, Steve Nash, and Rafael Nadal.

The article examines the marketing challenge for Apple Inc. and AT&T as they seek to maintain the success of the iPhone cellular telephone. The product's June, 29, 2007 introduction was a triumph, but the companies now face keeping the edge in a highly competitive, innovative, and imitative industry. The 2007 holiday shopping season will be crucial to maintaining the iPhone's momentum in the market.

The article focuses on the creation of Goodness Mfg., an advertising agency created by former staffers of Crispin Porter & Bogusky. It mentions that the former staffers were some of the minds behind advertising campaigns for Burger King, Best Buy, and more. It states that the staffers parted on good terms with Crispin, and that Crispin executives offered support of business leads and advice.

The article reports that influential executives in the advertising and mass media industries have been unable to acquire advance copies of Apple Inc.'s iPhone device, which will be formally introduced to the market on June 29, 2007. The device's scarcity makes it a status symbol in considerable demand. Executives are recruiting employees to stand in line to purchase the devices at stores. Randall Stevenson, Chief Executive Officer of AT&T, the iPhone's service provider, did not have one until April, 2007.

The article discusses how Nike is looking to expand its roster of advertising agencies, but they are looking for one that can supply them with interactive, digital and community-building capabilities that move beyond the 30-second television advertisement. The article analyzes whether or not there is an advertising agency that has the capability to provide all the qualities that Nike is requesting.

The article reports on a joint venture by MSN and Control Room to broadcast a "Live Earth" concert from eight venues on July 7, 2007. The goal of the broadcast is to raise awareness of ways to slow global warming. The article details past projects of this scope, the planning that goes into such an event, as well as corporate sponsorship and advertising.

The article discusses how the automaker Saturn has lost its sales as of February 2007. When Saturn launched in 1990, it was marketed as one-of-a-kind, customer friendly brand. The image, crafted with folksy ads from Publicis & Hal Riney, touted the automaker as "a different kind of car company." The company is looking to regain a similar image and has hired Deutsch to create its new campaign.

The article looks at advertising executive Chuck McBride's work on a breakaway from TBWA/Chiat/Day to form a creative supergroup. McBride is negotiating with Omnicom Group to back a hotshop comprising four superstar advertising executives, including his former creative partner on Nike at Wieden, Hal Curtis. The agency is expected to focus on branded entertainment as well as interactive, design, and other elements.

The article looks at the limits of "marketing rock stars" and focuses on the experience of marketing agents Julie Roehm, Kerri Martin, Jerri DeVard and Mary Minnick. The article discusses the limits of marketing careers built on bold statements and media attention. According to the article, top marketing executives today are responsible for business outcomes such as sales and market share.

The article looks at compensation arrangements between corporations and advertising agencies and examines how more agencies are adopting Crispin Porter & Bogusky's approach where the agency took an equity stake as part of its compensation. According to Ronald Urbach, partner at Davis & Gilbert, the discussion is beginning to shift to what is the value of services and materials the agency is creating for the client.

The article looks at the challenges Apple and Cingular are going to have in marketing the iPhone. The article notes that the iPhone seems like a very easy product to sell, since Apple has a good name brand and the product itself is very attractive, but consumers may not be willing to pay the high asking price. Other problems facing the iPhone are; consumers might not trust Apple in the mobile phone market, and a conflict might rise between Apple's marketing department and Cingular's.

The article looks at "Advertising's Age's" 2006 advertising agency of the year, the consumer. According to the article, many marketing world leaders at the Association of National Advertisers meeting declared that it is time to give up control and accept that consumers now control their brands. The article discusses the growth of consumer video, blogs, and Web sites, the "Diet Coke & Mentos Experiment" sensation, and comments from Procter & Gamble Co.'s CEO, A. G. Lafley.

The article looks at AT&T's plans to eliminate Cingular, which the company hopes will help cross-selling. According to the article, AT&T is not giving many details in their decision to get rid of the Cingular brand, however, key for the company seems to be the promise of cross-selling wireless service with other cable offerings.

The article discusses the Razr cellular telephone, manufactured by Motorola. The popular cell phone has brought success to Motorola. The Razr phone has made thinness a permanent part of cellular phone design. The article speculates on whether Motorola's success will last and describes other cell phones available through the company. Companies looking for similar success include Nokia and LG Mobile.

The article discusses advertising agency TBWA, which is heavily utilizing consumer-created advertising campaigns. The company, which works for clients including Apple Computer, Nissan, and Pedigree, plans to ask visitors to its website to submit their ideas for ad campaigns and events in an effort to build publicity.