May
14
Some more recent highlights on Ad Age:
Kraft put it’s $120 million Account up for review. No definitive changes highlighted in the review but A Kraft Spokeman said:
“Kraft’s growth strategy calls for innovation across the board. … Our marketing must deliver on all fronts — from breakthrough creative ideas to the technology we use to communicate with our consumers. That’s why we’ll be asking agencies to bring forth bold, game-changing ideas for some of our premier brands.”
Nothing overly scary there but it means they’re looking at alternative mediums. Technology “could” mean in-store, online, etc.
Unilever just threw a MASSIVE curveball at the TV chiefs with the announcement today that they, like Coke and Johnson & Johnson, are sitting out of the TV Upfront this week, which frees up discretionary income to spend as needed, usually resulting in testing out alternative channels.
The best part is that Unilever’s last year of sales saw an organic growth of 6% (same as J&J) even while they pull out of traditional channels or start buying them differently. Their overall media spending was actually up 11% !
Story here: http://adage.com/upfront07/article?article_id=116662
The end of this week should be interesting to see how the TV upfront plays out with Nielsen’s new metrics and people unsure of how they will spend their overall budgets
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3 Responses to “Traditional Media Deadpool Additions?”
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Kraft only spends $120 on ads? The Velveeta market must have tanked
smart guy! so I missed a million…call it a rounding error.
Haha, more than $160 million well who cares as long as more than 7% is moved (Verizon Wireless and others like this %) into “technology”. I am sure Kraft is doing quite a bit of in house testing and has been for some time…I would like to find out about this and will post soon on what I find..
Dave