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Posts Tagged ‘Unilever USA’

Spin the Agencies of Record

Sun Country Foods is about to launch a campaign to introduce the many benefits of Kretschmer Wheat Germ to a new generation of consumers. 360 Public Relations in Boston has been selected to handle PR and Facebook development for the Kretschmer brand. Kretschmer, founded more than 75 years ago, is the largest producer of wheat germ in the U.S.

“The team at 360PR immediately understood the opportunity for Kretschmer and has delivered valuable insights and an actionable road map to connect consumers with our brand story, through both mass and social media,” said Sun Country Foods President and CEO Roy Lubetkin.

Unilever has chosen BBH to handle its hefty Dove Men+Care assignment, which will be handled by the Publicis Groupe agency’s London and New York offices. BBH is internationally known for its work with Axe, another Unilever personal-care brand, but has never worked with Dove, which has been primarily handled by Ogilvy. Read more

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TV on the Web Continues to Gain Ground

“TV series tell a story and web series create a world,” noted Sam Reich, president of original content at CollegeHumor Media. The world of web series like Dinosaur Office, (left) has taken off in recent years, attracting the attention of celebrities, TV networks and large viewing audiences. Reich appeared on an Advertising Week panel on Monday, along with other TV web content producers, marketers from TV networks and companies to offer a behind-the-scenes look at this popular format. Below are key takeaways.

As TV web content proliferates, the audience needs a roadmap. ”There’s an excess of YouTube videos, with approximately 72 hours of videos being downloaded every 60 seconds,” said Rob Barnett, founder and CEO of My Damn Channel. One example of an audience roadmap is USA Today‘s “TV on the web,” designed to help viewers sort through their many online programming choices.

Web TV comes in various forms. Barnett explains that “The different paths include mass aggregation of other content, re-purposing TV content on the web, and creating something original, which is a challenge”. Reich characterized his channel’s approach as “internet-forward and not TV-backward.”

TV networks use existing resources for their web offerings. “CBS uses adjacencies with our talent and programming”, said Marc DeBevoise, SVP and general manager at CBS Interactive Entertainment. For example, Jeff and Jordan Do America uses two characters who initially met on a CBS reality series. Live on Letterman shoots in the Ed Sullivan Theater with the same crew and musical artists who appear on “Late Night”. In DeBevoise’s words, “It’s an inexpensive way to launch live programming franchises.”

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