R.J. Reynolds Tobacco Co. last week severed its relationship with DraftWorldwide’s Group III Promotions unit (a specialist in live events) as the consumer products company continues to refocus is marketing strategy.
The roster of marketing agencies just got bigger. Claiming it wants to tackle both traditional and alternative marketing, Los Angeles-based Mosaic Media
Spring Break is weeks away and nothing is going according to plan. Two sponsors have dropped out, three more want in. You're short on field staffers,
In these days of metric-mania, it is popular practice for many marketing messiahs, brand builders and retail gurus to approach a return on investment
For the launch of the new Scion, carmaker Toyota has gone against the grain. The company has run no TV ads, salesmen at its dealerships do not speak to
Concepting: Matching creative to clients' needs sounds obvious, but make sure the overriding idea is nailed. Miss the mark with concepting, and no matter
So you're thinking about getting a 53-feet-long, doublewide, expandable trailer with a giant, hydraulics-enhanced replica of your product for that national
The best marketing events create an experience in which consumers become so engaged that they drive the event's momentum and its success. The challenge
Go backstage at The Vans Warped Tour and you come home with Yoo-Hoo on your lips. It's funny how a guy can get to like Yoo-Hoo in one afternoon. The distinctive
If you've been to a seminar or cocktail party lately, you know the buzzword du jour is "experiential marketing." In this issue, managing editor Dan Hanover
