Word: barnette
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Dates: during 2000-2009
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...dominant brands in that sector. Some agencies began creating brands before the recession, but the trend has picked up steam as a severe ad slump has forced them to explore alternatives to the traditional fee-based business model. "We are all looking to create new revenue streams," says Guy Barnett, a Brooklyn Brothers partner. "We need as many business models as we can get." Adds David Elms, a media-industry partner at consultants KPMG: "I understand the logic behind it, and I can see it continuing to happen...
...agencies argue their efforts give them insights that can benefit their conventional customers. "We do a lot of learning this way," says Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...more risk than they are used to by launching their own branded products. Results so far have been reasonably positive, according to the agencies. Dignan of Erasmus says Relentless is Coke's most successful new brand in a decade. The potential reward is worth the risk, says Barnett. If the agency's Fat Pig organic-candy line flops, he says, "the worst thing that could happen is there would be a lot of chocolate for us to eat." That's sugarcoating the prospect of a brand going bust, though. If a lot of agency-created products tank, the old model...
...rest of the Crimson continued the season trend of quality effort from young runners, with sophomore Jeanne Mack, and freshmen Stephanie Barnett and Kirsten Jorgensen rounding out the scoring. With so many underclassmen stepping up this fall, Olson voiced encouragement regarding the team’s future...
...Barnett is survived by his wife, Karine, their son, Alexander, 5, and his stepson, Levon...