Children Of The Web

How the second-generation Internet is spawning a global youth culture--and what business can do to cash in

BusinessWeek, July 2, 2007 — It's a simple sales pitch, really: Hey, dude, spray Axe deodorant all over your body, and you will become irresistible to beautiful young women. But what Russell Taylor, the Axe vice-president, proposed doing with that straightforward idea was ambitious. He wanted to turn it into a truly global marketing message, one that would work in all 75 countries where Unilever (UN ) sells Axe.

Marketers create their own shows

USA Today, April 10, 2007 — Problem: TV watchers don't want their shows interrupted by ads. Solution: Make the show the ad. That's one approach being used by marketers as they try to keep consumers' attention. Gillette is producing an ABC prime-time reality series starring the group of NASCAR drivers — dubbed the "Young Guns" — who are featured in its TV ads and online.