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Robert Klara

How Moleskine Went From Parisian Scribble Pad to Global Icon

Devotees range from Picasso to Hamilton creator

Lin-Manuel Miranda worked for six years to get his Grammy- and Pulitzer-winning musical Hamilton from his head onto a stage. He worked on the songs everywhere—on his honeymoon, on the…

How Mike's Hard Lemonade Broke a World Record With Its Birthday Marketing Stunt

Blowtorching 50,000 candles on a gigantic cake

Every alcohol brand advises you not to drink and drive, but only one has advised its fans not to drink and play with a blowtorch. If you spend any time on…

How Kiehl's No-Frills Creme de Corps Became the Go-to Lotion for Stars Like Oprah

1.5 bottles sold every minute

Every brand hopes for a free plug on TV—"earned media," as the trade calls it—but endorsements don't get much better than they did on Oct. 25, 2012. On a Good…

How Zika Delivered a Swarm of Nervous Customers to Bug Spray Brands

But is playing on their fears a good idea?

With public concern running high about the Zika virus (a recent Annenberg survey found that half of Americans are worried about it spreading to their own neighborhoods), the ominous disease…

How Virgin Turned a Viral Story of Missed Connections Into a Customer Service Coup

Positive press and a happy ending, for the price of 2 tickets

Sometimes when a business helps someone out of a tough spot, the good deed can be its own reward. But sometimes, it can also be a spectacular marketing move. That's what…

How the Simpsons Won Our Hearts, Made Billions and Stayed on the Air for 27 Years

The story of TV's longest-running story

On May 15, Fox will air a special episode of The Simpsons in which Homer will select questions that fans tweet to him and then respond at the end of…

For Its Centennial, Nathan's Brought the Golden Age of Coney Island Back to Life

With virtual rides and attractions

Aficionados of Coney Island—the legendary Brooklyn amusement district that enjoyed its heyday before World War II—often lament that they're too late to have seen the glory days, when the boardwalk…

How Thin Mints and Do-si-dos Have Empowered Generations of Girl Scouts

And prompted Americans to buy cookies year after year

The Academy Awards of 2016 served up plenty of memorable moments, but none more surprising than host Chris Rock goading attendees into lining up behind a good cause. "I want…

Here's the Story Behind the Moving Xbox Video That Microsoft Had No Hand in Creating

Inspired by a son who lost his dad too soon

About two weeks ago, John Wikstrom completed one of the best commercials ever created for the Microsoft Xbox. The thing is, Microsoft had nothing to do with it. It's called "Player Two," and…

Meet the People With America's Oddest Marketing Job: Driving Planters' 26-Foot Nutmobile

One year in a rolling legume

Matt Marzzacco got an email from his career counselor at Pennsylvania State University last year telling him there was a marketing position at Planters that he should apply for. Marzzacco…

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