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CATEGORY: Advertising
Why Marketing Needs To Promote The Product, Not The Promise
May 27th, 2016 by Forbes on Beyond Madison Avenue
For two decades now, aspiration has been the watchword of branding. Sell people the story of who they want to be, the logic goes, and the brand wins an unmovable place in their hearts. At one time, many brand campaigns truly struck a chord as they resonated with consumers on an emotional level. We’ve reached a point, though, where many consumers can’t identify...

Time to Ask Another '20 Questions'
May 26th, 2016 by Stuart Elliott on Beyond Madison Avenue
With the NewFronts and Upfronts behind us, and a holiday weekend ahead, it seems like a good time to ask another "20 Questions" about advertising, marketing and media. Has there ever been a more mealy-mouthed euphemism for layoffs at an advertising agency than "talent calibrations," used by the Starcom MediaVest Group to explain recent pink slips?
Twitter has Disbanded the Team that Created the 'Buy' Button
May 26th, 2016 by Business Insider on Beyond Madison Avenue
Twitter has dissolved its 25-member commerce team as CEO Jack Dorsey kills off initiatives that won't pay off for the social network's core business, reports BuzzFeed's Alex Kantrowitz. This means that Twitter has ceased development of its "Buy" button, which let users order goods and services straight from a tweet. The Buy button will still be around, but won't get new features...
Kohl's Chewbacca Surprise Leads to Record Engagement
May 25th, 2016 by AdAge on Beyond Madison Avenue
It was the laugh heard round the world. Late last week, shopper Candace Payne posted a Facebook video of herself wearing the new Star Wars Chewbacca mask she'd bought at Kohl's, and viral stardom ensued. But rather than just chuckling and moving on, Kohl's reacted quickly by creating its own video response...
While the #PostItWars Rage, the Post-it Brand Soars
May 25th, 2016 by Digiday on Beneath the Brand
These days, the best advertising often isn’t even advertising at all. What started off as friendly banter involving Post-it notes and a handful of agencies on New York City’s Canal Street has become a viral global phenomenon, reaching as far as Manchester and Tokyo. But through all the displays of multicolored artwork, the biggest winner in the “Post-it war” has been the Post-it brand.
Can Personalization Make Advertising Great Again?
May 24th, 2016 by Forbes on Beyond Madison Avenue
The denouement of the TV series Mad Men, set against the 1970s world of advertising, hinged on one of the greatest ad campaigns of all time: Coca-Cola’s “I’d Like to Buy the World a Coke.” That’s when advertising was great. That Coke campaign came out at a very different time, with very different consumer expectations.
American Eagle Outfitters' No-Photoshop Pledge Pays Off
May 23rd, 2016 by The Drum on Beyond Madison Avenue
American Eagle Outfitters' decision to stop photoshopping models in ad campaigns for its Aerie lingerie brand has paid off after the brand revealed a huge surge in sales. Two years ago the US clothing retailer sided with popular opinion when it announced that its advertising for Aerie would use models of all size and shapes and would portray them in a true light without any photoshopping. Regardless of whether move was motivated by altruism or pushing sales it has reaped rewards for the brand.
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