Michelle Jeffers
Behind Dove’s ‘Campaign for Real Beauty’
The personal hygiene brand knew the way beauty products spoke to women needed to change.
Word On The Street
Brand Marketing
L ast August, an athletic shoemaker took a novel approach to commercial advertising, both online and on TV. Instead of the usual offerings of hot-shot sports prowess or polished beauty [...]
No Product Demo for This Packaged Good
Brand Marketing
A national Clorox TV and print campaign that breaks today eschews packaged-goods tradition: It includes no product demo, nor does it target competitors of the new Formula 409 Wipes. Instead, [...]
S.F. Showdown in Veritas Media Finals
Brand Marketing
SAN FRANCISCO Veritas Software has named three finalists in the review for its $20 million media account, confirmed Select Resources International.Making the cut are Interpublic Group’s Universal McCann, Grey Global [...]
Goodby to Pass on E*Trade Defense
Brand Marketing
SAN FRANCISCO Goodby, Silverstein & Partners won’t defend the estimated $35-40 million ad account of online broker E*Trade, which has hired Select Resources International to manage its review, the client [...]
Venables’ Hipster Mission: ‘Keep It Cool’ for Napster
Brand Marketing
Napster, the former file-swapping service, will get a major relaunch at the hands of Venables, Bell & Partners. The San Francisco shop, hired last week, will have the opportunity to [...]
Old Navy Queries Hispanic Shops
Brand Marketing
SAN FRANCISCO Gap Inc.’s Old Navy on Friday issued requests for proposals to three Hispanic agencies for a national television project, the client confirmed.Vidal Partnership in New York; Lapiz in [...]
Taco Bell Wraps Its Caesar Salad to Go
Brand Marketing
SAN FRANCISCO Taco Bell is launching a new chicken Caesar burrito with an advertising campaign set to break Sunday that positions the product as being too tasty to put down.The [...]
Venables Chosen for Napster Relaunch
Brand Marketing
SAN FRANCISCO Independent Venables, Bell & Partners has been chosen by Roxio to handle creative chores for the relaunch of its newly acquired Napster online music service brand, the client [...]
Gateway Taps Schwartz for New PR Initiative
Brand Marketing
SAN FRANCISCO Gateway has hired Schwartz Communica-tions to handle public relations as it refocuses its business-to-business division.Schwartz Communications, an independent based in Waltham, Mass., will handle the account out of [...]