Alibaba, often referred to as the Chinese Amazon, is working to enable land-based retailers to establish an online connection with their customers.
Consider it the ultimate in content marketing: Coca-Cola’s iconic 1971 TV ad, “Hilltop,” closed last night’s seven-year run of “Mad Men” on AMC. Digital consumption around the brand exploded by 991% (the equivalent of nearly two weeks of typical online consumption for the brand), according to Amobee Brand Intelligence.“Even though the clip featured in the ‘Mad Men’ finale was originally an ad, it is being seen and discussed like the highest-quality brand content,” said Ammiel Kamon, senior VP of product, Amobee Brand Intelligence.
A fascinating case of Darwinian economic competition is occurring before our eyes. Legacy consumer-packaged goods brands and retail giants, like Gillette and Sunglass Hut, are being challenged head-on by fast-growing brand-retailer hybrids appealing to digital natives that expect to be engaged in a digital dialogue before and after purchase.
The announcement follows a competitive advertising review that included the incumbent, Omnicom Group’s DDB and OMD. Estimated annual advertising expenditure for the account is approximately $50 million. The new contract has a five-year term.



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