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Spreading Mayhem and Marketing Dollars, Allstate, Nationwide Amp Spending

Posted by Dale Buss on September 27, 2013 05:42 PM

The once-staid province of insurance marketing has become one of the most rough-and-tumble arenas of any industry as brands scrap for conquest sales in what has become a highly commoditized business. As a result, the likes of Progressive, Allstate, Aflac and their competitors have become some of the most creative advertisers around.

Allstate, for instance, continues pressing and spreading its effective campaign starring "Mayhem," the personification of—well, mayhem—who reminds consumers all the different ways that mother nature, careless people, and other vagaries of life can wreck their cars, their houses and their plans, which is why they need Allstate.

The brand's latest plan calls for spreading Mayhem across the social media universe via Vine and Instagram in a #ThisWillBeMayhem campaign that features extended content such as photos and videos that work in conjunction with Facebook and YouTube programs. Fans of the brand on Twitter will help the character decide which Allstate commercial will air on Oct. 5 during a college football telecast.Continue reading...

brand news

In the News: McDonald's, Barilla, BlackBerry and more

Posted by Dale Buss on September 27, 2013 09:33 AM

In the News

McDonald's draws praise for healthier-food initiative.

Barilla CEO apologizes for anti-gay comments.

BlackBerry loses nearly $1 billion in quarter as customers are urged to be cautious about company's future.

Allstate spreads "Mayhem" across social media.

Apple issues update for iOS 7 to fix lock-screen bug.

Bloomberg News shuffles management.

Chrysler fixes problem that had stalled output of new Jeep Cherokee.

Dove marketing execs take home 'Grand Brand Genius' award at Ad Week for viral 'Sketches' ad. 

Dunkin' Donuts launches t-shirt design contest.

EA settles suit but pauses NCAA game over outcome.

Eight O'Clock Coffee launches TV spots after seven-year hiatus.Continue reading...

brands under fire

Activists, Advertisers Get Attention as Facebook Reacts to Anti-Rape Campaign

Posted by Sheila Shayon on May 28, 2013 06:50 PM

“Apparently it's funny to kick your girlfriend in the uterus if she won't make you a sandwich,” is one example of the content on Facebook being targeted by a joint campaign from Everyday Sexism, Women, Action & the Media (WAM!) and activist Soraya Chemaly to stop the promotion of "rape culture" on the social media site.

The campaign, which has garnered more than 57,000 tweets and over 4,900 emails, failed to get the response it wanted from Facebook, so instead, it has turned to pressuring brands whose ads appear alongside such content on the site. Supporters of the movement have been using the hashtag #FBrape to tweet at brands urging them to remove their ads from the site in protest. So far, those who have pulled ads from the site include Nationwide UK, eReader Utopia, Matt Miner Comics, House of Burlesque, Candypolis, Grow Your Own Theatre, Capturing Childhood, J Street, Nissan UK and WestHost.

“We thought about who it is they really care about,” Jaclyn Friedman, executive director of WAM told the International Business Times. "They clearly don’t care about their users, so we thought, ‘Well, maybe they care about their advertisers.’ We’re just trying to hold their toes to the fire until they pay attention."Continue reading...

brand news

In the News: HP, BP, BMW and more

Posted by Dale Buss on April 5, 2013 09:01 AM

In the NewsHP board shakeup and chairman exit gives CEO Meg Whitman a chance to shake off troubles.

BP faults Deepwater Horizon claims overseer, launches first brand-wide fuel loyalty program.

BMW prepares X4 crossover for U.S. market, makes vehicles greener with fewer cylinders, less gasoline.

Al Jazeera America hires CNN's Ali Velshi as anchor.

Amazon's Jeff Bezos leads $5 million investment round in Henry Blodget's Business Insider.

Apple reportedly signs music labels for streaming service as Google's YouTube clinches deal with Universal Music.

Best Buy may have turned the tide on showrooming Amazon.Continue reading...

brand news

Brand News: NASCAR PR Crisis, Dish Network Daytona 500 'Memoriam' TV Ad

Posted by Shirley Brady on February 24, 2013 11:06 AM

NASCAR brand refresh thwarted by P.R. crisis and YouTube takedowns after Saturday's fan-injuring accident during Nationwide race, while Danica Patrick is poised to make history as first female driver in pole position at Daytona 500. Dish Network, meanwhile, released "Memoriam" Daytona 500 campaign yesterday for its Hopper ad-skipping feature, a campaign that Fox has refused to run and Dish is trying to circumvent.

Microsoft joins list of hacked brands as Internet Explorer 11 rumored and Toyota Racing creates trackside app for Microsoft Windows 8.

Huawei unveils "Make it Possible" global branding campaign for Ascend P2 at Mobile World Congress, where Orange unveils own-brand 4G smartphone.

Coca-Cola forms major co-branding partnership in the Middle East.

Donald Trump tells the Financial Times his brand is worth $8 billion.

Dunkin' Donuts tops Brand Keys loyalty index for seventh straight year.Continue reading...

celebrity brandmatch

Nationwide Insurance Still On Your Side, And So Is Julia Roberts

Posted by Dale Buss on July 20, 2012 05:58 PM

Nationwide Insurance doesn't think it gets enough credit from customers and other consumers for being "on your side" in auto-insurance matters. Cue a new branding campaign tied to the biggest sports event on the calendar and to one of America's best-liked actresses to make the point.

On Friday July 27th, during the prime-time telecast of the opening ceremony of the 2012 Summer Olympics on NBC, Nationwide will debut new TV campaign featuring the distinctive voice of actress Julia Roberts, whose Lancôme campaign for L'Oréal was banned in the U.K. last year for airbrushing.

"'Nationwide Is On Your Side' is a familiar tagline and jingle, but not many people understand exactly what it means," Matt Jauchius, Nationwide's chief marketing and strategy officer, said in a press release about the new "Join the Nation" campaign. "Our goal wth this campaign is to tell the story of who we are as a company and what our On Your Side promise truly stands for — doing what's right for our members and protecting the things and the people they hold dear."Continue reading...

London 2012

London 2012 Watch: On Your Trademarks, Get Set...

Posted by Mark J. Miller on July 18, 2012 06:32 PM

This will be the most broadcasted, most publicized, most branded, and most ballyhooed Olympics ever. Just when you don’t think stakes can go higher, they somehow suddenly do.

Athletes Must Now Stop Promoting Themselves

Wednesday marks the day when all self-promotion by Olympic athletes has been ordered to stop. No more gear sold with their names on it. No more ads featuring their faces to run — unless of course it is for a brand that has paid out the big bucks to officially align itself with the Games. The moratorium will last till Aug. 15, three days after the end of the Games. As NPR points out, "To understand what this means, consider Michael Phelps: Subway has long sponsored the Olympic swimmer, but it's not an Olympic sponsor. That means no Subway ads featuring Phelps can air between July 18 and Aug. 15. But this Head & Shoulders commercial of Phelps washing his hair is fine — Head & Shoulders is owned by Procter & Gamble, which is an Olympic sponsor." Blame the IOC and London 2012 organizing committee's drive to protect official sponsors from non-sponsors piggybacking on their efforts. “Ambush marketing seems to be an issue that continues to rear its head in every Games,” said Lisa Baird, the USOC’s chief marketing officer, according to the Washington Post. “There are ambush marketers out there that want to imply an association with the Olympics. They’ll take terminology; imagery, and they will get very close or crossing the line to really imply that they are a sponsor. That hurts us.” That hurts all of us, Lisa.Continue reading...

when brands collide

Car-Insurance Brands Create Less Churn

Posted by Dale Buss on May 14, 2012 04:00 PM

U.S. auto insurance brands spent $5.7 billion on marketing last year in the U.S., nearly double what they spent just five years earlier. But they're not getting as much bang for their buck as they did a couple of years ago.

Allstate, State Farm, Nationwide, Esurance, Farmers Insurance, Progressive and Geico are among the many car insurance brands that have mounted notable marketing campaigns over the last few years, almost all of them emphasizing the availability of deep discounts as an integral part of their positioning.

But except for Progressive and the charismatic Flo, and Geiko and its geeky gekko, which have picked up market share, car-insurance brands are becoming jaded entities to American consumers, according to J.D. Power & Associates.

"We didn't see a commensurate increase in [market] churn" to match the industry's advertising expenses last year, said JPD senior director Jeremy Bowler.Continue reading...

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