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Posted by Lori Luechtefeld
in Opinions, on March 10, 2010 at 01:32 PM PDT
No one is going to shed any pity tears for a small ad agency so overwhelmed by success that it had to figure out -- quickly -- how to scale up its business to handle an onslaught of new client work. Such has been the burden of Rockfish, after being named Small Agency of the Year by Ad Age last fall. As CEO Kenny Tomlin writes, "The next Small...
Posted by Lori Luechtefeld
in Video, on March 03, 2010 at 04:00 PM PDT
Last week, I spent a few hundred words ranting about the money wasted on a recent Friskies advertisement, in which a cat spends 60 seconds navigating an elaborately over-engineered CG wonderland.
Cute is cute, I argue. If you sell cat products, show me a kitten. Maybe a kitten doing something zany. Maybe a kitten just looking upsettingly...
Posted by Lori Luechtefeld
in Video, on February 24, 2010 at 01:35 PM PDT
I want ever so much to tell you that ads prominently featuring puppies, kittens, and baby animals of all sorts have no effect on me whatsoever. I want to tell you that because I know enough about advertising, marketing, and underlying human psychology, I am immune to this sort of ploy. I want to tell you this. But alas, I cannot.
I, like so many...
Posted by Lori Luechtefeld
in Social Media, on February 17, 2010 at 06:20 PM PDT
It seems like just last week I was lamenting the seeming pointlessness of Google Buzz. (Oh, wait. That was last week.) And now, here I am, reading about Microsoft's Outlook Social Connector, an add-on for Outlook that will turn a user's email program into an integrated social network.
So, just another me-too move by Microsoft to get in on...
Posted by Lori Luechtefeld
in Social Media, on February 10, 2010 at 01:00 PM PDT
Like other loyal Gmail users, I was intrigued when a curious little icon appeared in the service's left-hand column yesterday. I knew it was coming, but here is was: Gmail's answer to Facebook.
Google Buzz is no half-baked scheme -- Google lives up to its track record there. The Buzz auto-follow function eliminates the need to track down your...
Posted by Lori Luechtefeld
in Social Media, on February 03, 2010 at 04:30 PM PDT
Remember Digg? Sure you do. Remember the last time you heard it referenced as a hot marketing platform to watch? Maybe not.
As financial news blogger Connie Loizos points out, the news aggregator has been soundly butted out of the limelight by social media darlings like Facebook and Twitter. However, in contrasting Digg's predicament to that of...
Posted by Lori Luechtefeld
in Social Media, on January 27, 2010 at 12:50 PM PDT
Brands with established and active social media presences often like to tout how many fans they've accrued on Facebook. But what are those fans actually worth when it comes down to dollars and cents?
We'll soon be closer to knowing. According to MediaPost, Facebook is planning to roll out a conversion tracking tool that will enable marketers to...
Posted by Lori Luechtefeld
in Social Media, on January 21, 2010 at 01:38 PM PDT
Despite digital marketing's steady rise to power, Super Bowl advertising, for the most part, has remained all about the television spot. And it still is. But this year, more than ever, expect to see big brands making the most of their gargantuan TV commercial investments by stretching their reach via every new media channel possible.
According...
Posted by Lori Luechtefeld
in Video, on January 13, 2010 at 11:59 AM PDT
From the minds who brought you the finer points of "manscaping," Gillette's latest video project sets out to teach its core young male demographic how to "shave like a rock star." The new short film series, set to debut later this month, is an ambitious project that chronicles the backstage lives (including grooming habits) of musicians including...
Posted by Lori Luechtefeld
in Emerging Platforms, on January 06, 2010 at 01:55 PM PDT
As editor of a trade publication for digital marketers, I've read, written, and edited my fair share of interactive marketing predictions over the past couple months. In doing so, I'm always amazed by the vast variance in outlooks for the coming year. The recession will end. No, the recession will persist. Twitter will flounder. No, Twitter will...
Posted by Lori Luechtefeld
in Social Media, on December 16, 2009 at 03:55 PM PDT
In 2010, Mountain Dew will roll out three products developed, designed, and even named by soft drink lovers themselves. Accomplished through the use of social media, dedicated websites, and on-the-street and in-home trials, the products -- if nothing else -- will truly represent the voice of the consumer (at least, the most passionate consumers,...
Posted by Lori Luechtefeld
in Video, on December 09, 2009 at 12:09 PM PDT
Most marketers have one -- if not many -- memorable "pitches that got away." Ideas that they sank their hearts and souls (not to mention countless hours and funds) into developing, only to be turned down flat by a client.
But in the internet age, do those pitches ever really die? Sometimes not. Consider the case of Miller Lite. Ad Age...
Posted by Lori Luechtefeld
in Emerging Platforms, on December 02, 2009 at 03:36 PM PDT
Desperate for a drink, but not willing to sidle up to a random bar and discover it doesn't carry your favorite beer? Well, if your favorite beer is Stella Artois, you're in luck -- because that cold drink is just an application launch away.
The brand has partnered with augmented reality startup AcrossAir to launch an app that lets users hold...
Posted by Lori Luechtefeld
in Media Planning & Buying, on November 18, 2009 at 02:33 PM PDT
Cheap is hip, and saving money is what the cool kids are doing -- or at least have been for the past year or so. Even high-end brands have recognized this trend, offering budget-friendly options and appealing to consumers' sense of value.
But what remains to be seen is whether penny-pinching will stay in vogue as the economy begins its...
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