Impact

Advertising big at big events

Advertising big at big events

January 28
Marketers covet airtime on live shows such as the Grammys as they tend to draw viewers who are less prone to skipping ads
Super Bowl ads get their own pre-game show

Super Bowl ads get their own pre-game show

NEW YORK — Super Bowl advertisers have previously kept mum about their commercials until they are broadcast during the game. Now, many sponsors are filling social-media...

Forget resolutions, just drink soda

Forget resolutions, just drink soda

NEW YORK — New Year’s resolutions to get in shape are a boon to fitness clubs and diet brands, but 7Up Ten, a low-calorie soft drink, is taking the unusual approach of...

Power of music — and sponsorships

NEW YORK — By the time Bruno Mars sings his first note at the Super Bowl XLVIII half-time show on Feb 2, a musical lollapalooza will have already made its way through New York...

Passing glasses of goodwill

New York – Welch’s most essential ingredient comes from vines, so it is fitting that for a new cause-marketing effort, the grape products brand is turning to Vine — the mobile...

Deals for a song

Deals for a song

NEW YORK — The choice of song has long been critical to a commercial’s success. Think Apple and Aussie rockers Jet’s Are You Gonna Be My Girl back in 2003.

Ready, set, shop!

Ready, set, shop!

NEW YORK — They say the holiday season is the Super Bowl of shopping because so much of retailers’ annual revenue — and profit — comes in between Thanksgiving and Christmas.

Charities’ shocking ads spur action

Charities’ shocking ads spur action

NEW YORK — To introduce a wider audience to Water Is Life, an upstart aid organisation that provides potable water to villages in developing countries, DDB New York startled...

Go with the mo, bro

NEW YORK — In November 2011, executives at Just for Men, the hair colour brand, noticed an inexplicable surge in sales for its facial-hair line, Mustache & Beard, in Canada. It...

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