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Posts Tagged ‘Steve Morris’

UNCF, Y&R Go Beyond Donations, Asking for ‘Investment in the Future’

Since 1944, the United Negro College Fund has operated under the banner “A Mind is a Terrible Thing to Waste.” Today, they’re updating to the too-long slogan “A Mind is a Terrible Thing to Waste But a Wonderful Thing to Invest In.”

Regardless of its verbosity, Y&R New York and the Ad Council’s new campaign is a smart, relevant adaptation. Instead of accepting donations for their fund, UNCF is “taking the cause straight to where the money is,” and has created the first-ever stock for social change. Columbia University economist Clive Belfield created an algorithm to determine the value of a share, which investors can purchase via Better Futures’ website.

The Better Futures campaign puts concept into practice, and shows people that they’re not just giving money, they’re investing in future generations. Y&R’s pro bono work will include print and TV PSAs that “use real stories from real UNCF students to show how that investment will pay dividends for all our futures,” says Michael L. Lomax, president/CEO of UNCF, in a statement. If investors are inspired to get involved, the Better Futures stock could be Wall Street’s most meaningful.

Credits after the jump.

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Optimum Gets a New Logo But is Still Not in Logo Business

From Mother NY comes a new re-branding campaign for Optimum, an Internet, phone and television company owned by cable giant Cablevision. Though most of us Midwesterners are pretty unfamiliar with the brand, Optimum predominantly serves markets on the East Coast (including Connecticut, New York and New Jersey) and out west (including Colorado, Montana, Utah and Montana).

For Optimum’s first TV branding campaign, Mother, which won the business in April, decided to start simple, with the above spot featuring only the brand’s new Collins-designed logo and four repetitions of of the words “TV, phone and Internet.” Though pretty dull, I’ve found its way of drilling its company’s services into your head is quite effective. Now, if someone asks me what Optimum is, I’ll simply respond, “Oh, they’re like Comcast for the East Coast. They have that logo, but they’re not a logo company.” See? It totally worked.

Also from Mother are a trio of slightly more colorful new spots, each of which argue that, “You, dear consumer, are too busy dealing with your tragically comedic life to have to care about your TV, phone, and/or Internet malfunction. Let us, Optimum take care of it so you don’t have to.” In the above spot, it’s all a bit depressing, that is until you see that little girl sprinting down the street away from her father and training bike. That was just adorable. Two more spots and credits follow after the jump.

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