We couldn’t help but notice a flurry of recent articles on the aggressive shift in ad dollars on the part of big brands in terms of their marketing budgets for the 2013 holiday season. While the move to digital is nothing new, these recent reports hint at a marked acceleration in the trend. Who’s gaining… Read More
Breaking Through the Noise at NY Fashion Week
It’s tougher than ever to break through the clamour of glamour during New York Fashion Week. Every brand is producing a catwalk video and backstage interviews, and the now de rigeur 6-second Vine videos. How to stand out? Smart fashion brands are producing branded content that entertains. What better way to showcase the spirit behind a brand… Read More
Branded Content & Celebrities: Everything Old is New Again
For Those Who Don’t Watch “Mad Men” As television rose to dominance in the 1950’s, marketers turned to sponsorship to promote products: (e.g. “The Colgate Variety Hour”). In addition to the opening announcement, the star of the show would often appear on-screen during the show “break” to promote the marketers’ product, thereby integrating the content… Read More