Ace Hardware ratchets up business with zombie campaign

February 03, 2012

Westlake Ace Hardware challenged digital AOR Bozell to create a unique way to engage consumers and drive website traffic. Bozell answered with a zombie campaign.
 

Dunkin' Donuts taps into Boston's love of sports to attract new fans

February 01, 2012

After being named Dunkin' Donuts AOR in October 2010, RF|Binder launched a three-part effort rooted in Boston, the company's hometown.
 

Charity takes starring role as eBay launches celebrity auction website

February 01, 2012

Amanda Miller, eBay's senior manager of consumer communications, had her "aha!" moment when Justin Bieber's hair was up for bid - earning $40,000 for charity - and searches for Bieber-related items rose 107%.
 

Memorex remembers family in 50th anniversary initiative

February 01, 2012

Memorex, which became well known to consumers in the 1970s as a maker of cassette tapes, turned 50.
 

Opportunity Shoes takes its Ballasox brand to the streets

January 27, 2012

When Opportunity Shoes began selling Ballasox, its foldable ballet flat, the shoes sold so well that the company patented them and made Ballasox a standalone brand.
 

Wholly Guacamole drives nutritional messaging

January 13, 2012

Texas-based Wholly Guacamole took its 255-foot "GuacMobile" on a "Check Your Choice" tour in September to increase brand awareness and drive wellness and nutrition messaging in elementary schools.
 

Consumer Roundtable: Creative connections

January 01, 2012

Consumer communications pros joined Rose Gordon in Chicago for this Edelman-sponsored roundtable to discuss how they ensure teams come up with the big idea that engages and excites stakeholders.
 

Lowdown: Lasting impact

January 01, 2012

Word-of-mouth marketing agency BzzAgent recently released results of its study analyzing the long-term effects of brand advocacy.
 

Tic Tac effort looks to shake things up

January 01, 2012

Ferrero USA's Tic Tac brand will launch its Shake It Up initiative this month to connect with 18- to 35-year-olds.
 

Nature's Path adds distinct flavor to its outreach efforts

January 01, 2012

Organic cereal and granola manufacturer Nature's Path has a strong following among environmental loyalists.
 

Cause efforts foster stronger relationships with consumers

January 01, 2012

With the ability to closely follow companies on Facebook, Twitter, and other social media sites, consumers are becoming increasingly invested in and connected to their favorite brands.
 

Saffron Road picks a perfect time for new consumer push

January 01, 2012

Looking to reach more consumers during August, the month of Ramadan, and raise awareness of its Halal-certified product line, Saffron Road developed a multifaceted digital effort in which it partnered with Whole Foods Market and a number of other retailers.
 

Interactive experience offers taste of Turkey Hill's past and present

January 01, 2012

Turkey Hill president Quintin Frey wanted the ice-cream producer to connect with consumers and give back to the community.
 

Greenpeace facilitates Ken-Barbie breakup for the rainforest's sake

January 01, 2012

Greenpeace needed a compelling effort to pressure companies to go with a more environmentally friendly paper supplier.
 

Butterfinger takes to the big screen to engage consumers

January 01, 2012

Butterfinger and AOR GolinHarris broke new ground on the consumer-engagement front with Butterfinger the 13th, an original comedy-horror short film.
 

Svedka keeps edge in Halloween promo

December 29, 2011

Svedka Vodka, a spirits brand known for its futuristic style, wanted a high-profile campaign to promote a costume for its well-known fembot girl.
 

Jay-Z should not Occupy All Streets

December 01, 2011

Jay-Z just wanted to lend spiritual support to Occupy Wall Street when his Rocawear clothing label debuted "Occupy All Streets" T-shirts last month.
 

Habits: Marlo Fogelman, principal, Marlo Marketing/Communications

December 01, 2011

Never dismiss an opportunity. Especially in terms of business development, never say never.
 

A 'beautiful' effort empowers Latinas

December 01, 2011

Mary Kay and its nonprofit The Mary Kay Foundation will launch the second annual "You Are Beautiful" effort this month to support domestic abuse awareness and prevention among Latina women in the US.
 

DailyCandy's contest pays huge dividends for small businesses

December 01, 2011

To mark its 10th anniversary in 2010 and to support small business entrepreneurs, Meredith Howard, VP of communications at email newsletter and website DailyCandy, developed Start Small, Go Big.
 

Honest Tea sets up shop to drive brand message with consumers

December 01, 2011

Honest Tea and AOR Formula PR set up unmanned pop-up stores asking passers-by to take a bottle of Honest Tea and leave a dollar while employees watched discreetly.
 

The Pantry broadens customer awareness via military support

December 01, 2011

The Pantry and AOR Largemouth Communications executed a multi-faceted campaign from Memorial Day to Labor Day aimed at deepening relationships with consumers, employees, and vendors while raising money for military-related nonprofits.
 

Fusion Garage uses ruse to launch new tablet

November 18, 2011

Fusion Garage suffered brand damage after its JooJoo tablet failed in 2010.
 

Mexican avocados look good on video

November 01, 2011

Avocados from Mexico, the brand name of Hass Avocados produced in Michoacán, Mexico, will launch the Mini Chef Video Contest this month to target moms and their families.
 

YoCrunch selects opportune time to boost digital efforts

November 01, 2011

In August, YoCrunch kicked off its first integrated marketing campaign to build brand visibility and engage consumers.
 

Awkward family photos a PR hit

October 28, 2011

Embassy Suites Hotels and AOR Emanate found great synergy in partnering with AwkwardFamilyPhotos.com on an "Awkward Family Vacation Photo Contest."
 

Dos Equis tempts customers with grasshopper tacos

October 14, 2011

Dos Equis and AOR Hill & Knowlton took a unique approach with a "Feast of the Brave" food truck that gave away exotic tacos including cow tongue, veal brain, ostrich, and grasshopper last spring in New York City.
 

Woolite's 'heroic' campaign helps freshen up the brand

October 01, 2011

Woolite is breaking out of its normal marketing routine with "The Torturer," a campaign created with the idea that Woolite can rescue people's clothes from the torture of washing them with heavy detergents.
 

Competitive spirit plays key role in push to boost Miller Lite sales

October 01, 2011

Continuing with the "man up" premise from last summer, MillerCoors wanted to boost sales by rewarding consumers for making "manly decisions," namely drinking Miller Lite.
 

Hiscox puts on a show to position itself as a unique insurance brand

October 01, 2011

Hiscox, a specialist insurance company, launched its direct and online small-business products in the US and was looking for a unique way to increase brand awareness.
 

Pool safety education effort finds support across the US

October 01, 2011

The US Consumer Product Safety Commission awarded Widmeyer Communications a contract to develop and implement "Pool Safely: Simple Steps Save Lives."
 

Rental cars get a good wrap

September 23, 2011

Wrap Media Group communicated its strategy of wrapping rental cars with branding to drive demand among car rental companies and consumers.
 

CarMD revs up role as industry expert

September 01, 2011

Thatcher+Co. helped devise a launch campaign for the first CarMD Vehicle Health Index, with the objectives of positioning CarMD as an expert and helping drive sales of its other services.
 

CMO Q&A: Chris Craig, Evenflo (Extended)

September 01, 2011

Evenflo interim CEO Chris Craig speaks to Lindsay Stein about recent campaigns and the need to know what consumers seek in products.
 

Heaven Hill scores with the ladies in Hpnotiq Harmonie launch effort

September 01, 2011

Over the past two decades, Heaven Hill Distilleries has sought to move beyond its focus on American whiskeys and broaden its product line.
 

Surly toasts destination brewery

August 26, 2011

A Prohibition-era Minnesota state law preventing breweries from selling alcohol on site stymied Surly Brewing owner Omar Ansari's vision to build a $20 million destination brewery.
 

Timberland rallies around Arbor Day

August 12, 2011

Timberland and corporate communications AOR Cone launched an Arbor Day campaign this year to reinforce the company's environmental leadership.
 

Macy's sells youth on idea of activism

August 01, 2011

Macy's is partnering with DoSomething.org, one of the US' largest youth activism organizations, to encourage young people to volunteer for good social causes.
 

App enables brands to better reach consumers on Facebook

August 01, 2011

Social media startup Involver partnered with Klout, an influence measurement company, to develop an app to bring a service to Facebook that lets brands communicate with targeted consumer groups.
 

Daily deals sites seek long-term relevance to consumers

August 01, 2011

Hinging on the success of companies such as Groupon and LivingSocial, large numbers of start-ups, media brands, and established companies are diving into the daily deals space.
 

Australian clothing line makes a bold impression on US market

Michelle Lodge August 01, 2011

Australian company We Are Handsome, manufactured exclusively in Australia, is expanding into the US women's market.
 

New twist on pretzels appeals to teens

July 15, 2011

Pretzelmaker and AOR Ogilvy first launched a giveaway campaign on National Pretzel Day in 2008 to generate brand awareness and gain some ownership of the April 26 holiday.
 

Lucite celebrates 75th in style

July 08, 2011

Rose Communications, which has worked with Lucite on an ongoing project basis, helped devise and execute a May 10 New York City event for designers, architects, and media.
 

Habits: Sara Rosales, VP of PR and comms, Mattel

July 01, 2011

Once in the office, each day takes on a life of its own.
 

Org Chart: Porsche strives to make its comms as good as its cars

July 01, 2011

Porsche Cars North America aligns team for deeper focus on customers and the media.
 

Fuzzoodles Fiesta frenzy hits mommy blogger community

May 20, 2011

Giddy Up, a children's products and toy division of Elmers, says PR was beneficial in introducing Fuzzoodles, a new type of fuzzy noodle toy that can be used to create characters.
 

Brands tout quality message as commodity costs increase

May 01, 2011

Consumers are expressing greater concern over increasing prices as a result of rising commodity costs, whether they're material, food, or energy.
 

Consumer tech brands answer call to tap Hispanic audience

May 01, 2011

The growth of the Hispanic population in the US has generated a lot of news coverage in the last few months, but Manny Ruiz, CEO of Hispanicize, an online resource for Latino social media marketers and bloggers, says a lot of companies fail to reach out to this market.
 

CEO Q&A: Patrick Byrne, Overstock.com

May 01, 2011

Overstock.com CEO Patrick Byrne speaks with Danielle Drolet about the debut of O.co and how the company differentiates itself among competitors
 

Master Class: How do you avoid turning off consumers in promoting brands via digital channels?

May 01, 2011

Have you ever gotten stuck talking to someone at a party who is an absolute bore?
 

A world of good

May 01, 2011

CSR has become increasingly vital for major brands to differentiate themselves. Danielle Drolet looks at how the practice has evolved.
 

OfficeMax boosts ongoing effort to show teachers its appreciation

April 01, 2011

In 2007, OfficeMax partnered with Adopt-A-Classroom, a Miami-based nonprofit, to create "A Day Made Better," an annual event created to support teachers who use their own money to pay for classroom supplies.
 

Breeders' Cup rides a star horse's popularity to stellar performance

April 01, 2011

Every year the Breeders' Cup, an annual horse-racing meet that attracts the best thoroughbreds from all over the world, seeks to find an appealing story to promote itself.
 

Snapfish drives sales with photo sharing campaign

March 11, 2011

The holidays are a critical selling season for Snapfish, HP's photo sharing and printing site.
 

Intel taps will.i.am in innovative hire

March 01, 2011

The Black Eyed Peas' Super Bowl halftime performance is a warning sign to Intel that even the most innovative and creative intentions can fall very short without the right support.
 

Pandora brings its content everywhere consumers are

March 01, 2011

Internet radio company Pandora begins targeting the car-bound and on-foot commuter with apps that enable its music service in autos and mobile devices.
 

Atkins enlists chefs to tout variety of low-carb program

March 01, 2011

Amid a competitive diet program arena, Atkins is extending its integrated diet campaign, now in its third year, to promote a new chef initiative that launched in December.
 

CEO Q&A: Kathy Cloninger, CEO, Girl Scouts USA

March 01, 2011

Kathy Cloninger, CEO of Girl Scouts USA, talks to Danielle Drolet about keeping the brand relevant and fresh as its 100th anniversary nears
 

Calphalon tries a different holiday recipe to tout latest cookware line

March 01, 2011

When Calphalon's Unison collection debuted in 2009, marketing highlighted the nonstick technology and product benefits
 

Tecate broadens boxing support to give its US presence a boost

March 01, 2011

Since 2007, Heineken USA's Mexican beer brand Tecate, "cerveza con carácter," has aligned itself with US boxing, targeting Mexican men who recently moved to the US. The company sought to enhance its 2010 program.
 

Nontraditional strategy places Jaguar Land Rover in new light

March 01, 2011

Jaguar and Land Rover are adjusting to market demands, and PR is helping change their image.
 

Lowdown: Cultural openness

February 01, 2011

Edelman, in partnership with consultancies The Futures Co. and Cheskin, sought to uncover how the rise in ethnic identity is shifting behaviors in the US consumer market.
 

Ken doll effort has genuine problems

February 01, 2011

BREAKING NEWS: Barbie develops strategic behavioral experiment enlisting genetically perfected human beings to compete as Ken-testants for the title of "Great American Boyfriend," as well as for eternal life via doll form.
 

Customers star in theater chain push

February 01, 2011

National Amusements seeks to build awareness of the customer experience its theaters offer across the US.
 

Journalist Q&A: Ann Shoket, Seventeen

February 01, 2011

Seventeen editor-in-chief Ann Shoket talks to Bernadette Casey about keeping up with today's teens and the need for a holistic approach to maintain the brand's relevance
 

Kimberly-Clark goes off the tube to boost green platform

February 01, 2011

In launching Scott Naturals Tube-Free toilet paper, Kimberly-Clark extended the Scott Naturals "Green Done Right" platform.
 

Pharma companies adjust to better-informed consumers

February 01, 2011

Colgate-Palmolive recently enhanced its "Healthy Mouth, Healthy Body" program with a campaign that aims to educate women about the association between heart and gum disease.
 

Finance sector turns to social media to rebuild public trust

February 01, 2011

An angry populace has lost its faith in the financial services industry, but many corporations in the sector have come to realize social media is a key tool in reversing that trend.
 

CEO Q&A: Jonathan Bush, Athenahealth

February 01, 2011

Athenahealth CEO Jonathan Bush talks to Jaimy Lee about raising the startup health tech company's profile and how it can grow its customer base
 

BP: A year later

February 01, 2011

With the one-year anniversary of the Deepwater Horizon oil rig explosion looming, PRWeek revisits our coverage of BP's response to the crisis in retrospect and assesses the impact on all parties affected.
 

Philadelphia retailers unite to sell city as a prime business location

February 01, 2011

The Philadelphia retail community needed to update its image. "People outside the area didn't have an accurate idea of what was happening here," says Michelle Shannon, marcomms VP for Center City District, a Philadelphia Retail Marketing Alliance member.
 

Zpizza serves up a revolutionary idea

December 31, 2010

Zpizza is looking to present itself as a pure food choice and experience, providing the healthier options todayís restaurant-going public is seeking more and more.
 

Journalist Q&A: Lesley Jane Seymour, editor-in-chief, More magazine

December 01, 2010

Lesley Jane Seymour, editor-in-chief of More, took time during her magazine's Reinvention Convention in New York City on October 18 to talk to Kimberly Maul about effectively reaching the broad female audience
 

Brands reap the benefits of marketing-comms integration

December 01, 2010

Procter & Gamble is known for being the guardian of dozens of high-profile beauty, health, and household products, but during this year's Vancouver Winter Olympics the company chose to focus part of its marketing on overall corporate image.
 

South Florida-based hair-transplant surgeon improves his profile with 'Star' story

December 01, 2010

Dr. Larry Shapiro is one of the leading hair-transplant surgeons based in south Florida.
 

SleepBetter.org puts consumers to sleep

November 05, 2010

The Carpenter Company wanted to create a viral video that would appeal to online viewers and drive traffic to its educational platform SleepBetter.org.
 

Starbucks adds flavor with its latest product offering

November 01, 2010

Corey duBrowa, VP of global comms; Alan Hilowitz, senior manager of global consumer PR; Michele Waits, director of US packaged coffee; Jennifer Berger, director of marketing and advertising services
 

Popchips expects 'big things' from affiliation with Kutcher

November 01, 2010

Keith Belling, founder and CEO of Popchips, says he wants to "put the fun back in snacking." And so does Hollywood celebrity and jokester Ashton Kutcher.
 

Great American Cookies earns 'super-sized' exposure on Food Network program

November 01, 2010

Great American Cookies, which is owned and managed by Atlanta-based Global Franchise Group, has around 300 mall-based locations in the US and abroad.
 

Bojangles' boosts sales with RV Tour

October 08, 2010

Chicken and biscuit restaurant chain Bojangles' asked Erwin-Penland to create a campaign to celebrate the opening of its 100th store in South Carolina and its 30th anniversary in the state.
 

Brands embrace long-term benefits of the pop-up store

October 01, 2010

At the height of the recession, brands looking to drive sales through buzz further embraced the pop-up and experiential concept, attracted to both the novelty factor and cost-effective real estate. However, with the novelty gone, brands with the equity and creative impetus still find the concept promotionally effective for long-term brand-building.
 

New MAC makeup can't cover blemish

September 01, 2010

Finding inspiration in female murder capital Ciudad Juarez, Mexico, is like choosing to start smoking after watching the American Legacy Foundation's "Shards of Glass" campaign.
 

CMO Q&A: Porter Gale, Virgin America

September 01, 2010

Porter Gale of Virgin America speaks to Alexandra Bruell about the airline's marketing mix and why it is happy about Promoted Tweets
 

Brands highlight the science to boost consumer messages

September 01, 2010

Procter & Gamble's Pantene brand recently revamped its entire portfolio to provide more customized haircare options. Its product makeup and messaging, steeped in science, marks a trend in achieving product credibility in today's health-obsessed nation on information overload.
 

Chick-fil-A finds opportune time to unveil Spicy Chicken Sandwich

September 01, 2010

Prompted by consumer demand, Chick-fil-A developed a Spicy Chicken Sandwich a few years ago.
 

MillerCoors makes big stars out of small business owners

September 01, 2010

MillerCoors and AOR Dig Communications developed a PR initiative to support Miller High Life's Super Bowl ad.
 

Newsmaker: Julie Hamp, SVP and CCO, PepsiCo

September 01, 2010

In just two years, Hamp has reshaped the comms team, established a broader corporate identity, and invested in the company's digital future.
 

Beauty product utilizes speed dating

August 13, 2010

Purple Lab, a beauty product company founded in May 2009, held a January 29 speed dating event to launch its lip stain product called "Luvah."
 

Journalist Q&A: Robbie Myers, editor-in-chief, Elle

August 01, 2010

Elle editor-in-chief Robbie Myers has worked for such consumer titles as Rolling Stone and Seventeen. She talks to Alexandra Bruell about the significance of branding at Elle and its new ventures in the digital space.
 

AOL's hiring plans provide good news for journalists

August 01, 2010

AOL announced plans to hire hundreds of new reporters, editors, and multimedia creators over the next 12 months as it looks to become the world's largest producer of original quality content.
 

Consumers Union finds a happy medium with recent 'Colbert Report' segment

August 01, 2010

Consumers Union, which publishes Consumer Reports, is a nonprofit whose mission is to make the marketplace better and safer for consumers.
 

CMO Q&A: Andy Glaser, CMO, Hennessy

August 01, 2010

Hennessy's Andy Glaser speaks with Alexandra Bruell about where the company is increasing marketing spend and its latest product launch.
 

Lexus highlights dark side to build interest in new hybrid

August 01, 2010

Lexus aims to reach a new, younger consumer with an integrated prelaunch campaign for its CT 200h hybrid, slated to roll out in the US in 2011.
 

Brands find comfort level in promoting new male products

August 01, 2010

Seinfeld's Kramer may have been ahead of his time when he invented "The Bro." But though the fictional man bra never hit shelves, established brands that typically targeted females, such as those produced by Spanx and Unilever, are now realizing new potential in their product portfolios for a male audience more aware of the products they're missing.
 

CEO Q&A: Alan Mulally, CEO, Ford

August 01, 2010

Alan Mulally of Ford speaks with Kimberly Maul about the ways social media affects the auto company and the importance of communications.
 

Newsmaker: Bill Whitman, VP of US communications, McDonald's

August 01, 2010

The VP of US communications at McDonald's uses fresh PR tactics to boost the iconic brand.
 

Numbers add up for Medsphere as it introduces ROI calculator

August 01, 2010

Medsphere was founded in 2002, but only recently identified a need to raise awareness about its open-source electronic health record (EHR) with hospital C-suites, not just health IT and informatics pros.
 

The American Jewish Committee exhibits the power of community

August 01, 2010

The American Jewish Committee of San Francisco partnered with various nonprofits to present "The Jews in Modern China" from February 24 to May 16, 2010. Located at the Officers Club Exhibit Hall at the Presidio in San Francisco, the exhibit showcases the ties between the Jewish and Chinese communities.
 

QuickHit scores big with NFL announcement

July 09, 2010

QuickHit, founded in 2008, develops and publishes free online sports games. QuickHit Football launched October 2009 and won NFL licensing in May 2010.
 

Twins put transport at top of new stadium agenda

July 01, 2010

Target Field, the new home of Major League Baseball's (MLB) Minnesota Twins, opened on March 27. Twins' executive director of public affairs Kevin Smith says the new downtown Minneapolis location posed potential traffic challenges and decided to educate fans and the public about transportation options.
 
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