Search

Reports on the decision of cable television network MTV to open its doors to retail advertisers in 2005. Benefits of the decision for the network; Factors that contributed to the branded-entertainment change in MTV; Challenge faced by the network in signing up branded-entertainment partners.

The article profiles Bob Pittman, the co-chief operating officer of AOL Time Warner. Pittman is attempting to graft an America Online advertising-cum-partnership strategy across the entire portfolio of the world's largest media company. Pittman needs to deliver on the promises of large-scale cross-media packages that have long bedeviled the industry while not unduly alienating agencies.

The article focuses on a century of the automotive industry's reliance on advertising as a means of basic survival in the United States. The industry needed to sell its new vehicles quickly to raise money for making new cars. Thus, a great partnership in industry and marketing has evolved. Agencies started to work image, style and color into automobile advertisements. The industry was able to survive depression and world wars and was a more powerful force than ever during the 1950s. It played a significant role in the growth of the advertising industry. INSET: Media museums celebrate 100-year run with advertising..

The article highlights the business recovery of magazine publisher Reader's Digest Association Inc. in 2000, spearheaded by its chief executive Tom Ryder. The company's decline began in 1998. Ryder has effected fiscal changes that turned the business around but industry analysts believe that much remains to be done. The talk of partnership still circulates in the industry.

This article focuses on Saturn Corp., an automobile company in Spring Hill, Tennessee, owned by General Motors (GM) Corp. There's not much doubt that Saturn is a rousing marketing success, a textbook case of how to build a brand through a single-minded focus on how customers relate to the product and the company behind it. That focus has resulted in such innovations as no-haggle pricing and an ad campaign that talks much about Saturn employees and buyers as it does the car itself. A good chunk of credit at Saturn must also go to the advertising. The advertising worked partly because Saturn involved all its marketing entities in the entire process early on. To build the powerful import fighter he had in mind, then GM chairman Roger Smith conceived the Saturn project as a laboratory for finding better ways to manufacture and market cars. As a key element of that plan, Saturn would build partnerships between management and labor, company and supplier--partnerships in which everyone shared risks and rewards. In the latter part of 1987, Saturn officials began to search for an agency that would appreciate this notion of partnership, understand import buyers and translate it all into compelling advertising for the launch of the first all-new domestic car since the Edsel. In April 1989, Hal Riney & Partners Inc. produced a 26-minute film documenting the start-up of a project dedicated to building cars in a brand new way. The film has played an extraordinary role in the Saturn story. The company has used it for training and to help explain itself to new employees, suppliers and the press. Dealers have used it in presentations for bank loans and zoning variances.

The article features mass media company Hearst Communications executive vice chairman Frank Bennack. Topics mentioned include his views on whether the legacy media business can see the stabilization of newspaper and magazine revenues during the economic decline, his approach to help the company return to good growth, and the success of the company with partnerships.

The article reports the partnership signed by television (TV) networks Turner, Viacom and Fox Networks Group as of March 2017 to launch the OpenAP platform that standardizes audience targeting among their shows to effectively compete against digital media. Also cited are the comments by Viacom's Sean Moran, Dentsu Aegis Network's Mike Law, and Fox Networks Group's Joe Marchese on the platform.

The article features liquor brand Diageo senior vice president (VP) of culture and partnerships, Dan Sanborn, who was responsible in establishing the brand's communications and entertainment marketing practice in 2008.

The article discusses efforts of media agencies in building stronger partnerships through media shop reviews and agency therapy schemes. Topics include the media transparency report of the Association of National Advertisers (ANA), therapy sessions for brand optimization at MediaLink and the company health check on partnership of Paramount with Mediaedge:cia (MEC). Also cited are the work of Omnicom agency with McDonald's and the company health checks of Flock Associates Americas.

The article offers updates on the marketing programs for media franchise Pokémon asof December 5, 2016. Topics mentioned include the plan of the Pokémon Co. International for the franchise's 20th anniversary in 2016, the partnership between Pokémon and Internet company Google for an April Fools' Day stunt, and the estimated number of times that location-based augmented reality video game Pokémon Go has been downloaded as of September 2016.

The article focuses on the partnership of the Hawaii Tourism Authority (HTA) with advertising sales firm Expedia Media Solutions for its Discover Your Aloha campaign designed to promote tourism in the eight Hawaiian Islands. It mentions a webcam experience in which viewers watch a video of the islands, the use of facial recognition software to measure the facial reactions of viewers to provide them a personalized travel package as well as the use of a brief quiz to determine travel preferences.

The article focuses on the increasing number of wellness marketers that are partnering with certified health professionals to win consumers. Topics covered include a statement from Ben Mand, senior vice president (VP)-brand marketing at organic baby food maker Plum Organics, about celebrity endorsements, the advantages of partnering with trusted health sources over celebrity plugs and the findings of the food and health survey of the International Food Information Council Foundation.

The author offers insights on the conclusion of the long-term relationship between advertising agency The Richards Group and fast-food restaurant chain Chick-fil-A. Topics discussed include his initial reaction to the end of this longtime agency-client relationship, possible advertising-related reasons which contributed to this situation, and the selection of creative firm McCann as the new agency for Chick-fil-A.

The article discusses the conclusion of the 22-year relationship between advertising agency The Richards Group and fast-food restaurant chain Chick-fil-A. Topics discussed include the significant contributions of the agency to the business success of Chick-fil-A, the competitiveness and notable sales maintained by the restaurant chain, and the advertising-related reasons which may have contributed to the situation.

The article examines the possibility that Internet industry company Facebook Inc., operator of the online social network of the same name, will expand its operations to China in a partnership with the Chinese web search engine firm Baidu. The difficulties which Facebook would face in China are considered including government censorship of the Internet, unfamiliarity with the culture of the country's Internet users and vigorous competition from Chinese social media companies.

The article reports on the highlights of the Digital Content NewFronts marketing conference on May 2, 2016. Topics covered include the announcement by publisher Refinery29 of its plan to release one piece of virtual reality or 360-degree video every week for the rest of 2016, the move of National Geographic channel to use its NG VR studio to put viewers inside the stories covered in shows, and the partnership of streaming service Hulu with Live Nation for a VR concert series.

The article focuses on the initiatives of food and beverage company PepsiCo to strengthen its ties to the entertainment industry as part of its marketing strategy. Topics covered include its launch of branded content and pursuing of distribution deals with film studios and other outlets, the signing of its Creators League unit of a development deal with AOL's Partner Studios to co-create content around music, pop culture, and health and wellness, and the features of a content studio it opened.

The article explores the future of the advertising agency landscape, when rebundling is seen as an important part of change to be able to continue being relevant in the market. Topics discussed include ways integration and interdependence are vital factors to reap higher degree of consolidation, how clients and consumers will overtake brands or channels as the main focus of advertising agencies and the role to be played by technology in the changing field.

The article reports that Arc, the digital and shopper division of advertising firm Leo Burnett Company Inc., has teamed up with Thinfilm to bring near field communication to clients. Topics covered include the principle of near field communication, the features of Thinfilm's OpenSense which allows consumers to use their mobile telephones to communicate with a product on a store shelf and the advantages of the technology in providing another way to deliver content to mobile consumers.

The article examines advertising agencies in Montreal, Quebec. Agencies in the city including BleuBlancRouge have formed a partnership to market themselves by convincing U.S. corporate marketing executives that Montreal is an ideal test market for new advertising and marketing campaigns before their introduction to a wider audience.

The article reports that the advertising agency OMD has created a partnership with CBS Vision, the research division of CBS Corp., to create an advertising research operation at the latter firm's facility in Las Vegas, Nevada. The agency will use the facility to allow its clients to test the effectiveness of advertising and marketing campaigns.

The article examines a partnership between the advertising agency Mother and NBC Local Media, the division of NBC Universal which contains the companies owned-and-operated mass local media properties such as television stations. The agency has created a production unit which will collaborate with NBC Local Media to generate content for the latter's properties.

The article reports that major advertisers and television broadcasters including Procter & Gamble, Walt Disney Co., and NBC Universal, have formed a partnership to develop a new system of television program ratings which would more accurately measure audiences for such platforms as programs seen on digital video tape recorders or video on demand. The group's action is seen as a challenge to Nielsen Co., the longtime television ratings service.

The article discusses issues related to business development worldwide. Topics discussed include "Wrangler vs. Wrongler" as the tagline for Amsterdam-based We Are Pi's first European campaign for the jeans brand, issues related to Chinese propaganda film "The Hundred Regiments Offensive" and sale of its ticket and partnership of Uber with the Red Cross in Italy and with other charities in 23 cities across Europe.

The article discusses opportunities and the possibility of the advertising industry shifting into a model like that of ride-sharing service Uber, Chinese e-commerce player Alibaba and social networking site Facebook, which are all operating under partnerships like Uber with its drivers and Facebook with its users. Topics discussed include benefits offered in terms of agencies reducing their operating costs and the challenges facing creativity in this setup.

The article examines the public service marketing campaign of the coffee shop chain Starbucks during the 2008 Christmas season. The company is partnering with the AIDS-related nonprofit organization Project Red. It will donate five cents from each beverage sold during the holiday season to a fund to invest in AIDS prevention and treatment programs in Africa.

The article reports that Google announced that it was withdrawing from its partnership with Yahoo. According to David Drummond, Google's senior vice president (VP) of corporate development and chief legal officer, going forward in the negotiations would cause legal risk to the company as well as damage to other business relationships.

The article examines the marketing plans of MillerCoors, the partnership created by Miller Brewing and Coors Brewing to unify their U.S. operations. In addition to anticipated savings in advertising spending, the new entity is expected to result in a significant change in the advertising for Miller beers, which has often made humorous criticisms of Miller's main rival Anheuser-Busch.

The article reports that Internet industry analysts estimate that a proposed advertising partnership between Web search engine firms Google Inc. and Yahoo! Inc. could result in as much as $1 billion in added annual revenues for Google. The agreement would allow Google to serve search-related advertising on searches made on Yahoo. It is also expected to create higher fees for advertising linked to keyword searches.

The article focuses on the competition between manufacturer and retailer brands. Manufacturer brands are regularly outsold by retailer brands. The author recommends that manufacturers partner with large retailers in order to obtain a larger market share. Manufacturers can also offer new products designed specifically for retailers in order to increase revenues. Finally, the author recommends that manufacturers streamline their offerings and focus on branding in order to draw customers to their products.

The article deals with the end of the partnership between Bernstein and Wal-Mart. The relationship between Wal-Mart and Bernstein-Rein has been an iconic one in the ad industry. It was forged when Wal-Mart consisted of a few dozen stores and endured a period of tremendous growth for the retailer, whose marketing leadership retained the regional shop even as the retailer became a global juggernaut.

The article deals with the partnership between McDonald's and General Motors. The automobile company has announced it was going to put Hummers in the hands of consumers who will not have driver's licenses for about a decade, thanks to a deal with McDonald's to give away 42 million automobile toys in Happy Meals and Mighty Kids Meals.

The article focuses on the partnership between Sports Illustrated and Yahoo to create a sports portal. Under the deal with Yahoo, the Yahoo Sports home page will feature Sports Illustrated news, columns and photos in sections broken out from the rest of the content and highlighted. In exchange, Sports Illustrated's site has removed its own fantasy game and now links to Yahoo Sports' fantasy games.

The article reports that rock performer Gene Simmons has launched the advertising agency Simmons Abramson Marketing in partnership with Pee-Wee's Playhouse producer Richard Abramson. The first client of the company is Indy Racing League. Simmons refused to use the preferred acronym for his client because he thinks IRL sounds corporate and worse. The marketing approach that Simmons has recommended for his client is a focus on the speed of the cars and has recorded a song to complement the I Am Indy advertising campaign.

This article offers information on LRMR Marketing, a sports-marketing company owned by basketball superstar James Lebron and his three childhood friends: Maverick Carter, Randy Mims and Rich Paul. The friends had a vision and a strategic plan. Rather than endorsements, he wanted partnerships. Their Go Inside idea would be the linchpin of a social-responsibility effort that was started by James and his James Family Foundation in Akron, where his charitable efforts have been well documented.

The article reports on the strategic partnership formed by John Wren of Omnicom Group with one of China's largest state-owned conglomerates, the Citic Group, and, more specifically, has acquired a majority stake in a new joint-venture shop that melds Omnicom's DDB Worldwide and Citic subsidiary Citic Guoan into DDB Guoan Communications Beijing Co. Forming the partnership is one of the U.S. holding company's biggest steps yet in its effort to build a high-profile Omnicom network of agencies in the country.

The article reports that Burger King will partner with Microsoft's Xbox to create video games built around the mascot of the restaurant chain. An overview of the game is provided. The games will retail through Burger King's restaurants during a five-week December promotion. Burger King expects to sell nearly 7 million games.

The article focuses on a partnership forged between Starbucks and Kellogg's to improve on-the-go breakfast sales. It reports that the companies unveiled the Grani-Starbucks cups filled with Kellogg's Low-Fat Granola under such partnership. It also mentions the financial performance of each companies in 2005. The significance of the partnership to both companies is explained.

This article reports on the efforts of TiVo to position itself as a link between passive viewing and interactivity as of December 2005. The firm talked up a recent raft of partnerships that will enable its subscribers to buy movie tickets from Fandango; listen to Internet radio stations and talk shows; view on their television sets photos that have been posted online at Yahoo Photos; and search for particular advertisements. Building off the electronic commerce platform that is fueling the Fandango deal, TiVo said it is trying to take its direct-response capabilities further, allow consumers to purchase other products from the comfort of their couch.

This article focuses on several U.S. retailers that have begun testing small-scale health clinics in partnership with for-profit health providers insider their stores. These clinics offer not just flu shots, but strep-throat test, ear infections and even sports physicals. MinuteClinic operates 59 locations in seven states through non-exclusive licensing agreements with Target, CVS and the Seattle, Washington-based drugstore chain Bartel Drug. Growth plans call for 90 locations during the first quarter of 2006 and an additional 150 by the end of next year. By 2007, CEO Michael Howe said he expects that number to increase to almost 500. The Minneapolis-based company is backed by private investors and Bain Capital, a Boston venture-capital group.

Reports on the reduction by Procter & Gamble Co. (P&G) of its 2006 earnings guidance, following a partnership deal it has reached with Valassis Communications Inc. Decline in the stock price of P&G; Plans of P&G to include its Gillette brand to the BrandSaver program; Information on the partnership of P&G with ACNielsen.

This article reports on the outlook of Cingular Wireless' Chief Marketing Officer Marc Lefar on the benefits of the firm's affiliation with Apple and Motorola on the iTunes Rokr Phone. The hope is that the target consumer will use the Rokr phone to ring up monthly data charges for things other than music, such as photographs or text messaging.

Reports on the decision of Universal Studios Partnerships to collaborate with Burger King, Nestle, Kellogg, Volkswagen of America, JP Morgan Chase and Toshiba for the promotion of the movie "King Kong." Estimate of the total promotional budget for the movie; Importance of having a mix of marketers to the company; Advertising mediums by which the movie will be promoted.

Presents updates on U.S.-based advertising agency TBWA as of August 19, 2005. Return of company executive Tim Love from Tokyo, Japan; Possible partnership between the company and Procter & Gamble; Personnel changes within the company.

Reports on the plans of MTV to offer a digital-music service in partnership with iTunes called Urge which is set to launch in 2006. Components of the digital-music service; Growth of the digital-music business in 2005; Plans of MTV for the promotion of the digital-music service.

Reports on the emergence of odd partnerships such as Hollywood management company The Firm and ZenithOptimedia Group, as branded-entertainment business becomes popular in the U.S. Impact of The Firm-Zenith deal; Factors which make the deal questionable; Remarks from Firm chairman Rich Frank on the issue.

Reports on the partnership between hotel chain W Hotels and fashion designer Diane Von Furstenberg in July 2005. Clothes designed by Furstenberg, which will be offered by W Hotels to its women customers; Materials and events in which the partnership will be involved; Career background of Von Furstenberg.

Emphasizes the need of Mitsubishi Motors Corp. to secure a partner in order to survive downturn of the global automobile industry. Reason for the absence of interest of the world's leading automobile companies such as General Motors Corp. and Ford Motor Co. to acquire or invest in Mitsubishi Motors Corp.; Financial challenges facing General Motors and Ford Motor; Focus of major automobile companies in China.

Reports on the outcome of the partnership efforts of Procter & Gamble (P&G) with companies in the package-goods and appliance industries in 2005. Features of the coffeemaker that Braun was about to launch in the U.S.; Reason for selecting a number of teenagers for the Tremor teen buzz-marketing program of P&G; Speculation regarding the P&G-Gilette merger.

Focuses on the launch of the magazines "All You," from Time Inc. and similarly positioned "For Me," from Hachette Filipacchi, in the U.S. market as of 2005. Price model for "For Me"; Comment on the distribution partnership between "All You" and Wal-Mart Stores, from "All You" editor Isobel McKenzie-Price; Information on the European model for magazine sales.