Word: beno
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Dates: during 2000-2009
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...scene was surreal on Saturday evening, when supporters of the triad of challengers - Paris mayor Bertrand Delanoë, 35-hour work-week architect Martine Aubry, and youthful left-winger Benoît Hamon - waged vocal battle with Royal's backers during her address, which was characteristically thin on concrete policies. Lusty waves of booing as Royal spoke were followed by standing ovations from her supporters; jeers unleashed by her calls for a coalition with centrists were quickly challenged by Royal supporters chanting...
...Japan, he's known as Beno, especially to the hip set who flock to the crowded, invitation-only nightclub parties he's been co-organizing for the past 15 months. "I had projects in France but times were difficult," he explains. In Tokyo, by contrast, he finds things easier. The Isetan department store has begun stocking his clothing brand, Boëge, named after his home town in the Alps. He keeps an eye on French politics, but has few illusions. "There's so much inertia," he says. "It's a wonderful country, but the energy to succeed needs...
...public-awareness campaign - pointing out that it is possible to avoid the tax by judiciously transferring assets to the next generation before death, or buying life insurance to cover the tax bill - and Young says the current debate is useful for bringing the issue to national attention. In France, Benoîte Taffin of the tax lobby group Contribuables Associés is less optimistic. She worries that the Finance Ministry may be just floating a trial balloon, and will now back away from even a "timid" change. As for Italy, the Prodi campaign promise to reinstate inheritance...
...music biz, promotional merchandise is known as swag, and David (Beno) Benveniste, 30, is the swagmeister. His Streetwise Concepts & Culture gives away thousands of T shirts, stickers, posters and CD samplers to "street teams" of young volunteers (speaking of free) who spread the buzz to other kids in skate parks, high schools and concert parking lots. It's peer-to-peer marketing done with minimal investing and maximum effect. "Everybody wants free stuff," he says with a laugh. "And if a16-year-old has a backpack full of cool gear to hand out, he feels like a king...
Giving away trinkets is a heck of a lot cheaper than shooting a video--and frequently much more effective. "The first 100,000 albums are always the hardest to sell, and that's the expertise Beno provides," says Rick Rubin, founder of the American Recordings label. "He gives you a way to get things started." Benveniste first tapped into the power of youth marketing while managing the heavy-metal group System of a Down after graduating from college. He hyped the band in Internet chat rooms, giving out his home phone number. When kids called up, he would play some...