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JUN
9
Food-and-Beverage Giant Partnering With VC Firm to Nurture the Next Big Thing
Advertising Age,
June 9, 2010 —
Pepsi wants to get in on the ground floor of the next FourSquare. The marketer, which has been outspoken about its commitment to social media, crowdsourcing even its biggest marketing program through the Pepsi Refresh Project, is hooking up with a venture-capital firm to do just that.
Pepsi has partnered with VC firm Highland Capital Partners and Mashable to search out the best and brightest new ideas in social media. Dubbed an "innovation-incubator program," PepsiCo10 will identify as many as 10 promising entrepreneurial groups, assign them an industry mentor, and attach them to pilot programs with various PepsiCo brands.
MAR
29
Forrester Study Finds Client Companies Must Take the Reins in Digital World Rather Than Wait for Shops To
Advertising Age,
March 29, 2010 —
Eighteen months ago, Honda's chief marketing officer Steve Center wanted to curtail what he felt was the company's overemphasis on print marketing materials to communicate with customers
But rather than hunt for a hot new digital shop, Mr. Center requested that his lead agency, California-based RPA, restructure to replace its brochure-marketing group with a digital-marketing hub. "They saw that brochures can come out of all digital assets you're creating, and that's not to mention the digital brochures and things you're doing online," said Mr. Center. He's now convinced that his relationship with RPA is stronger and that Honda is using its creative assets and messaging more efficiently.
NOV
2009
Don't Treat Facebook, Twitter as Broadcast Tools; Converse With Fans
Advertising Age,
November 30, 2009 —
The BCS might not be your favorite institution, but it has kindly spent the last week creating a useful case study in how not to use social media.
In the last two weeks, the Bowl Championship Series—which determines the sport's national championship game every year—hired its first full-time executive director in Bill Hancock, retained former George W. Bush White House press secretary Ari Fleischer's firm to handle its PR, and added a Twitter feed (@insidetheBCS) and Facebook fan page.
OCT
2009
Steve Rubel on Digital Communications
Advertising Age,
October 29, 2009 —
I spend a lot of time gazing into a crystal ball that I know is going to be cloudy half the time. Lately I have been pondering Facebook's future.
Facebook is clearly on a roll and is knocking on Google's door as the biggest site on the web. Will it continue to dominate or see its lead slip? Here are two potential outcomes.
OCT
2009
New research uncovers keys to successful digital-media integration
Hub,
October 6, 2009 —
Early digital pioneers remember the frontier days of the ’90s. Looking back, and looking around, who successfully migrated, who struggled, and what can be learned from the journey?
OCT
2009
Rules on Endorsements and Testimonials Extended to Social Media
Advertising Age,
October 5, 2009 —
The Federal Trade Commission is cracking down on blogger payola.
The agency, which protects consumers from fraud or deceptive business practices, voted 4 to 0 to update its rules governing endorsements, and the new guidelines require bloggers to clearly disclose any "material connection" to an advertiser, including payments for an endorsement or free product.
JUN
2009
Analysts say Internet companies and ad agencies have no choice but to work together to develop ways to make money from digital media.
New York Times,
June 30, 2009 —
Advertising agencies and Internet companies once viewed each other as foes, but are now coming together to harness the potential for online advertising. Like many other segments, online ad spending has slowed from its previous breakneck pace during the deep recession, forcing companies to devise new ways to chase fewer dollars.
APR
2009
CMO Says Unilever Is Still Trying to Shake Mind-set of One-Way Communications
Advertising Age,
April 8, 2009 —
Unilever is only starting to understand social media, but it's already learned plenty about its capability to make and break brands — sometimes the hard way, said Chief Marketing Officer Simon Clift at the Advertising Age Digital Conference today.
DEC
2008
Books, Boxed Software, DVDs -- All Headed to Irrelevance
Advertising Age,
December 1, 2008 —
I want to make a bet with you. I wager that by January 2014 almost all forms of tangible media will be either in sharp decline or completely extinct in the U.S. I am talking about not just print but all tangible forms of media — newspapers, magazines, books, DVDs, boxed software and video games.
NOV
2008
New York Times,
November 26, 2008 —
Since MP3s first became popular a decade ago, music industry executives have obsessed over this question: when would digital music revenue finally surpass compact disc sales?
For Atlantic Records, the label that in years past has delivered artists like Ray Charles, John Coltrane and Led Zeppelin, that time, apparently, is now.
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