Ogilvy has been chosen as AOR for NASCAR, which aims to extend its brand into a more diversified and younger demographic. After a four-month pitch process, Ogilvy edged out the competition and will initiate the brand extension at the Daytona 500 in February 2013, the race’s 55th anniversary.
The climate in the industry remains highly competitive. Ogilvy’s chairman-CEO for North America explained why landing NASCAR signals an important acquisition for the company. “We firmly believe that Nascar is a valuable tool in the marketing mix and a place where big brands get high return on investment. We couldn’t be more proud to add the sport to our portfolio of global brands.” [via]
It’s all about moms. 9 Story Entertainment has selected Child’s Play Communications to lead an outreach campaign leveraging social media and the power of moms. The effort aims to promote the animated TV series Almost Naked Animals and related new lines of licensed products. To increase brand awareness Child’s Play will also partner with parenting publications in the US.
Vince Commisso, president and CEO of 9 Story Entertainment said, “We know the broad family appeal of Almost Naked Animals will resonate with moms, and the lovable characters make for fun product extensions. Child’s Play Communications has an excellent track record for reaching this important audience.”
Gabrielle’s Angel Foundation, based in New York City, has selected The Morris + King Company to develop public relations and marketing strategies designed to promote the foundation’s mission of funding research for therapeutic leukemia treatments and develop programs that enhance the quality of life for cancer patients.
Old El Paso is going global and it has tapped Bartle Bogel Hegarty London to lead the campaign, which will specifically target Europe and Australia. General Mills, which owns El Paso, hopes to spread an appreciation for Mexican food to international markets.
Isabelle Moynier, the Paris-based international marketing director of Old El Paso, explains the strategy, “We want BBH to create a global positioning for the brand across the different markets. We believe it’s a great, universal brand — it’s about having a fun, good time with people you love — and there’s no reason we can’t communicate that on a global scale.” [via]