Agency

Brand Culture is a new model of branding which draws upon the anthropological concept of culture. It replaces the current model, which depends upon a manipulative and controllable external brand image.

Due to inevitable fluctuations in market and public opinion over time, expensive brands must establish some type of insurance to combat crises in perception and competition. Consumer Cohesion provides strategies and approaches to ensure brands have the foundation and defense mechanisms in place to succeed in marketing warfare.

This paper describes the six most important principles of human persuasion available to marketers and organizes them into a simple model designed to help brand builders maintain the persuasiveness of their brands in today’s ever-evolving and tumultuous media and consumer environment.

The Nielsen Company reported that advertising spending for the full year 2007 rose 0.6% compared to full year 2006, with Internet continuing to demonstrate the strongest performance (+18.9%) of any media category.

Dieste, Harmel & Partners has chosen internationally recognized advertising executive Alvaro Cabrera as the new Executive Director of Integrated Communications, who will lead the strategic alignment of digital, direct marketing and media teams to provide integrated brand communication solutions. Cabrera joins as part of a realignment of the agency’s executive team that will direct the agency’s creative and strategic evolution.

The state of the American news media in 2008 is more troubled than a year ago.

And the problems, increasingly, appear to be different than many experts have predicted.

Critics have tended to see technology democratizing the media and traditional journalism in decline. Audiences, they say, are fragmenting across new information sources, breaking the grip of media elites. Some people even advocate the notion of “The Long Tail,” the idea that, with the Web’s infinite potential for depth, millions of niche markets could be bigger than the old mass market dominated by large companies and producers.

Zimmerman Advertising has been named agency of record for The Pep Boys – Manny, Moe & Jack 35 states and Puerto Rico.

The continuing shift from print to online media is requiring journalists to reassess their day-to-day responsibilities and the manner in which they report the news. This, and other findings uncovered in the “2008 PRWeek/PR Newswire Media Survey,” indicate that media professionals are being tasked with more responsibility, are facing changing job requirements, and are more aware of the commercial side of the business than ever before.

Dallas-Fort Worth had the largest numeric gain of any metro area between 2006 and 2007, increasing by 162,250, according to July 1, 2007, estimates of metro area population size and growth released today by the U.S. Census Bureau. Atlanta (151,063), Phoenix (132,513) and Houston (120,544) rounded out the metro areas with a gain of at least 100,000.

OTX released new results from its Teen Topix study. The study is done in conjunction with trend experts, the Intelligence Group and taps into the complex lives of the 13-17 year old set. 750 teens across the country were surveyed on the topic of self image.

Javier Saralegui – President of Univision Online has left his post at the company. Cesar Conde Executive VP Chief Strategy Office of Univision Communications will handle interim responsibilities until a successor is found for the online portal targeting US Hispanic.

Interep, an independent advertising sales and marketing company specializing in radio, the Internet, television and complementary media, announced that it has entered into a consensual balance sheet restructuring to be implemented through a Chapter 11 plan of reorganization.

The National Advertising Division of the Better Business Bureau has advised Wal-Mart that it should discontinue the use of the implied $2,500 annual saving consumers can enjoy in their advertising.

The San Jose Group, Hy Cite Corporation’s Hispanic agency of record, has negotiated a 52-week integration of the company’s Royal Prestige line of luxury cookware into Telemundo’s morning show, “Cada Día.” The Royal Prestige integration is unique because of the organic way in which the products are incorporated into the programming.