SoBe Ditches Creative Agency in New Marketing Approach Brand Breaks From Mold to Focus on More Team Collaboration Do you really need a creative agency? It seems SoBe's doesn't: its newest marketing effort was the progeny of digital, PR and promotion shops. Though the marketer has worked with traditional creative agencies in recent years, last year it decided to change. The PepsiCo-owned brand had been working with Arnell Group to produce TV spots that ran during the 2009 Super Bowl and last spring, but while the ads generated "a ton of awareness," the company said they didn't deliver the engagement the brand was looking for. "The passionate fans weren't saying the things we thought they should be saying," said Angelique Krembs, director-marketing for SoBe. "Going forward we needed to get to engagement. That's why we evolved our approach." After a request for proposals went out late last summer, Firstborn picked up digital agency-of-record duties, while Weber Shandwick became PR agency of record. TracyLocke, a longtime partner of the brand, continues to handle promotion. In addition to SoBe, several other PepsiCo beverage brands have backed away from Arnell Group since last year, including Tropicana and Pepsi.
Walmart Gets the Word Out on 'Straight Talk' Phone Service Retail Giant Launches National Ad Push From Martin Touting '$850 in Savings a Year' The world's biggest retailer wants to make sure consumers know it's staking a claim in the wireless war -- and it plans to tell them this week with a national ad campaign touting Walmart's Straight Talk service as a real money-saver. In a pair of ads by Interpublic Group of Cos.' Martin Agency, the retailer claims that if cellphone users switch to Straight Talk -- the wireless brand that retails exclusively at Walmart stores -- it "can add up to over $850 in saving a year." Walmart's making no bones about the fact that it's aiming to beat other prepaid and contract wireless service plans on the basis of cost. "When you look at that compared to average limited or unlimited contract plans, you're talking about substantial savings per year, which is what the ad speaks to," said Melissa O'Brien, spokeswoman for the entertainment division for Walmart U.S. "It's the freedom of no contract at a great price."
AT&T drops ad fight with Verizon AT&T has hung up on the ad wars, dumping its ad campaign responding to rival Verizon's slams on its wireless phone coverage. AT&T's (T) new "Rethink Possible" sales pitch touts grand visions for untethered Internet access and avoids tearing down its top competitor. It could mean a truce to a battle that experts say had no clear winner. The new campaign, which debuted last weekend during the Masters golf tournament, tells people AT&T can help them simultaneously talk on their phones and surf the Internet or go from room to room to watch recorded television. It represents a strategy shift that positions the company as being more than just a wireless carrier. AT&T wants to be thought of as a company with many ways to improve peoples' lives beyond phones. The five ads mix whimsical fantasy - childlike drawings prancing through a city - and voiceovers urging people to "Explore, try, do." They will replace a series that has been running since the fall starring actor Luke Wilson that answered Verizon Wireless' criticisms with some of its own
The Incidental Video Screen Is Seen by More Viewers Than Prime Time A new report from the measurement company Nielsen shows that ads on outside-the-house video screens - in places like health clubs, gas stations and elevators - can reach many more people than ads on prime-time television. The report, called the "Fourth Screen Network Audience Report" (Nielsen is calling it the "fourth screen" after television, the computer and mobile), is expected to be released on Monday. It researched 10 screen networks, from companies like NCM Media Networks and Screenvision, which run ads in movie theaters, to Gas Station TV, which places screens on gas pumps. "If you took the 10 networks that we measured and put a spot on each of the 10" for a month, "you'd draw more exposures than having a spot on every one of the top 20 programs in prime time" in a given week, said Paul Lindstrom, senior vice president of the Nielsen Company.
Molson Coors to launch 'clear beer for women' Molson Coors will roll out a clear beer in August as part of its drive to increase the number of women lager drinkers. The bold strategy caps a flurry of activity by brewers as they seek to grow their market share by drawing in new drinkers to the declining on-trade. In the coming weeks the Bittersweet Partnership, Molson's business unit set up to run its female-oriented beer activity, will canvass women on a name for the beer. Marketing understands that the product will be sold in a bottle rather than on draught. A survey of 30,000 female drinkers by the Bittersweet Partner-ship has found that women prefer their drinks in bottles because they offer better protection against having them spiked in bars and pubs. The product's calorie content will be a key feature of the packaging, as the research identified the perception that beer is calorific as a barrier for women drinkers. Last year, Molson trialled a clear product flavoured with green tea and dragon fruit that had a similar taste to an alcopop. It is understood that the new product will taste more like a beer
Biodiversity made fun A biologist at the University of BC has created this online trading card game to teach biodiversity. The game's creators describe it as an "online initiative aimed at creating a Pokemon card type resource but with real creatures on display in full 'artistic' wonder." The project is based on contributions from artists, who will submit animal imagery, scientists who will curate the cards' content, game developers and players and others. Biodiversity made fun A biologist at the University of BC has created this online trading card game to teach biodiversity. The game's creators describe it as an "online initiative aimed at creating a Pokemon card type resource but with real creatures on display in full 'artistic' wonder." The project is based on contributions from artists, who will submit animal imagery, scientists who will curate the cards' content, game developers and players and others.
Twitter Unveils Paid Advertising Platform, Finally, Avoids 'Hard-Sale Push' by Laurie Sullivan, Tuesday, April 13, 2010, 1:07 PM Twitter unveiled a service Tuesday that allows companies to tweet sponsored search ads. The announcement represents the first of several planned features the company will introduce during the coming year. The first phase, beginning today, maps out a multiphase release for advertising on the site. The tool, Promoted Tweets, relies on tweets available in Twitter's organic search results, which means those appearing in a person's Twitter stream, but Twitter co-founder Biz Stone promises the ads will not be intrusive. The technology behind the platform will trigger sponsored tweets at specific times to followers of the brand, explains Stone in a blog post. People will begin to see Tweets promoted by advertisers at the top of some Twitter.com search results pages. It's not clear, however, whether the platform would provide advertisers with reports, or how keyword bidding would work.
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