Ogilvy has been chosen as AOR for NASCAR, which aims to extend its brand into a more diversified and younger demographic. After a four-month pitch process, Ogilvy edged out the competition and will initiate the brand extension at the Daytona 500 in February 2013, the race’s 55th anniversary.
The climate in the industry remains highly competitive. Ogilvy’s chairman-CEO for North America explained why landing NASCAR signals an important acquisition for the company. “We firmly believe that Nascar is a valuable tool in the marketing mix and a place where big brands get high return on investment. We couldn’t be more proud to add the sport to our portfolio of global brands.” [via]
It’s all about moms. 9 Story Entertainment has selected Child’s Play Communications to lead an outreach campaign leveraging social media and the power of moms. The effort aims to promote the animated TV series Almost Naked Animals and related new lines of licensed products. To increase brand awareness Child’s Play will also partner with parenting publications in the US.
Vince Commisso, president and CEO of 9 Story Entertainment said, “We know the broad family appeal of Almost Naked Animals will resonate with moms, and the lovable characters make for fun product extensions. Child’s Play Communications has an excellent track record for reaching this important audience.” Read more