Archive for Jodi Harris

Consumers put Kotex on the launch pad

Posted by Jodi Harris on April 7th, 2011 at 9:59 am

Gentlemen, if the above blog title didn't already scare you away, you may just want to keep scanning for a sports marketing post, or maybe something about GoDaddy.com's latest promotion. Just like that day in the 7th grade when the gym teacher took you all out of the room, this one's kinda just for the ladies...
Ok, now that we've lost the Y-chromosome contingent (those who stuck around: I applaud you), let's talk about period care; specifically the humble sanitary napkin. Decades old, and still generally the same. Sure, they've gotten smaller over the years. And self-adhesive. They work better than the ones your mom used to use. At some point in their evolution, they even grew wings. But these sterile, white cotton pads still just don't fly as something that women want to spend much time thinking about, let alone parading around.
But what young woman can resist a chance to drive a cultural movement, or start a whole new fashion trend?
Kimberly-Clark, owner of the Kotex brand, has enlisted the help of digital agency Organic to help break the cycle of shame surrounding this mainstay of feminine care.... Read more

Cheese, 80s cheese, and a teeny, tiny giraffe

Posted by Jodi Harris on March 30th, 2011 at 11:24 pm

I've been seeing a lot of great campaigns lately that demonstrate the theory that fan interaction definitely follows when brands let loose, experiment, and inject a little humor into their identities (not to mention let their fans in on the joke). Here are just a few of them:
I'm in ur macaronis, warming my tweets

Kraft announced on Monday that they would be trolling the Twittersphere, looking for a few camera-ready tweets to turn into TV spots for Kraft Macaroni & Cheese. Agency Crispin, Porter & Bogusky handled this buzz-generating campaign, the creative for which was turned around faster than you can add milk and cheese powder to a bowl of warm pasta. In fact, spots were filmed the day the campaign was announced, and the spots have already aired on TBS' "Conan" and "Lopez Tonight," as well as on Kraft's Facebook Page.
Air New Zealand gets mile high with Richard Simmons
Air New Zealand has a new ambassador for in-flight safety -- the ever-excited and over-the-top 80s fitness guru Richard Simmons. In the carrier's new video, which will air onboard its flights, Simmons runs passengers through the essential safety "exercises" in his own inimitable style, including how to stretch "like a giraffe" to... Read more

Startups: The digital canary in the coal mine

Posted by Jodi Harris on March 22nd, 2011 at 6:15 pm

Digital marketers are no stranger to the need to innovate.  But whether that innovation needs to come from within their own companies or by making smart partnerships with emerging visionaries is where the debate gets complicated
To help innovation-hungry brands and marketers get started in the process, the iMedia Breakthrough Summit today introduced a new forum: The Breakthrough Sneak Peek, a showcase of startup companies that are building the technology and business breakthroughs  that will shape the future of digital advertising.
For its inaugural session, Dave Knox, the CMO of Rockfish Interactive likened startups to a canary in a coal mine -- the litmus test of successful marketing endeavors. Knox also offered a few considerations when working in the uncharted territory of a startup venture:
1.       The respect standpoint. Entrepreneurs are risking it all for a dream, so when they come to talk to you, you need to remember what they are going through. Be patient, but be vigilant in your research and determined in the goals you hope to reach with their help.
2.       Remember there's a conflict in speed when you consider startups. These are businesses that might not be here three months from now. They are making pivots in their business... Read more

Jeter bats clean-up for Gillette

Posted by Jodi Harris on March 5th, 2011 at 12:40 am

If Gillette was looking for a clean-cut spokesman, they definitely came to the right face when they hired Yankees shortstop Derek Jeter for a NYC billboard campaign.
The billboard, featuring a semi-profile view of the Yankees team captain, depicts various stages of men's grooming, from handsomely stubbled to all lathered up to clean shaven. Interestingly, the ad uses no digital effects -- it's being repainted daily through March 6, repeating the three-day cycle. So if you are in the NYC area, you only have a few days left to see the campaign in action.

Find out more about the campaign, and see some video here.

Beyond the agency of the future

Posted by Jodi Harris on March 2nd, 2011 at 5:27 pm

When you're dealing with dysfunctional sibling relationships, more than likely the problem is rooted in their parentage. Hell, pretty much every behavioral and psychological maladjustment can probably traced, in some part, to the shortcomings of mommy and daddy. Of course, it's not their fault, and they usually have the best of intentions, but the fact remains that the head of the family often dictates (or at least demonstrates) how the rest will act, react to, and interact with given situations.
Much like the relationship between agencies and their holding companies.
At last year's IAB Ecosystem conference, Bryan Wiener of 360i gave his view of the agency of the future. And this year, his agency's new adoptive "parents" -- holding company Dentsu -- took the stage to take responsibility for building an efficient, effective new agency network model.
Though the agency network has plenty of room for growth and improvement, Tim Andree, executive officer of Dentsu and CEO of Dentsu Network West identified one area, in particular, that holds the holding company back from realizing its full potential: "The primary goal of holding companies is to achieve financial objectives. But I believe the way you best serve shareholders is to serve your... Read more