Eric Schmuckler
WIEden & Kennedy
Brand Marketing
Michael Jordan was the most celebrated athlete of his time, and his Nike line of Air Jordan sneakers packed a merchandising wallop. The Jordan brand, a division of Nike, had [...]
Foote Cone & Belding
Brand Marketing
This is your media plan. This is your media plan fighting drugs.Efforts by government and private authorities to combat teen drug-use stretch beyond that landmark 1980s campaign (created by ad [...]
Adweek Magazines
Brand Marketing
Last December 5th, TNT had a pretty good night. Its original movie, The Librarian: Quest for the Spear, pulled a 2.8 national rating in adults 18-49—not terribly impressive compared to [...]
The Media Kitchen
Brand Marketing
Flying AcesKeren Eldad, Charles Pinkerton, Brooke Dubrowsky, Adam Chorney, Joel Mayne, Paul Woolmington, Andrea BullockThe fiercely hard-nosed category of airline advertising is not normally a place where media agencies can [...]
Foote Cone & Belding
Brand Marketing
Quick ThinkersMatt Gunther, Rich Gagnon, Jan Weinstein, Matt Levy and Jane JovanovicImagine you are advertising to a potential customer who is forgetful, difficult to deal with and simply unable to [...]
Facing Reality
Brand Marketing
Reality is the new reality of network television. In a season in which six of the top 10 and 11 of the top 20 shows in adults 18-49 are reality [...]
Roll Of The Dice
Brand Marketing
We learned many important lessons during May’s week of upfront schedule announcements. Reality rules, hogging 18 prime-time hours this fall, up from six a year earlier. The networks remain clueless [...]
Cable ’04: Growing Pains
Brand Marketing
Which cable network is next in line to ascend to the grown-up table?More than 30 basic cable networks have reached the promised land of 84 million U.S. homes, most of [...]
Media Plan of the Year: Spending $1 Million or Less – Starcom
Brand Marketing
It’s right after the holidays, and millions of people are sitting there, fat and unhappy. They are motivated to shed those extra pounds. This four-to-six week span is known as [...]
Upfront 2003: The Programmers – New Set of Friends
Brand Marketing
Among the derivative sitcoms and numerous cop shows are a smattering of newcomers with breakout potentialPerhaps you’d like to find out what you just bought. The prime-time upfront was largely [...]