Word: launchings
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Dates: during 2000-2009
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...Unilever. "We're an idea-generating powerhouse." Munn says agencies can find success developing and promoting "high-concept, low-tech" products "where the role of the brand is a very, very important part of the overall offer." Agencies typically enlist partners to handle manufacturing, distribution and, sometimes, financing. To launch the Ila Dusk, for example, Zag teamed with Locca Tech, a U.K. security-products company. In some cases, agencies work with clients to create new products, eschewing fees in exchange for a piece of the action. London agency Erasmus and Coca-Cola jointly developed an energy drink called Relentless that...
...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...
...early as the 19th century, shoppers have viewed Thanksgiving as the traditional start to the holiday shopping season, an occasion marked by celebrations and sales. Department stores in particular locked onto this marketing notion, hosting parades to launch the start of the first wave of Christmas advertisements, chief among them, the Macy's Thanksgiving Day Parade, running in New York City since 1924. The holiday spree became so important to retailers that during the Great Depression, they appealed to President Franklin D. Roosevelt in 1939 to move Thanksgiving up in order to stretch out the holiday shopping season. Roosevelt obliged...
...Republican filibuster that could have blocked him from even bringing the bill to the floor. But it also gave a clear picture of the Republican messaging strategy as the legislation moves forward into what promises to be weeks of tendentious debate after the Thanksgiving recess. The minority intends to launch a series of surgical strikes on key parts of the bill, and to raise questions about whether it all adds up to what the Democrats are claiming...
...Indian and for five years he was an alleged one-man sleeper cell hiding in plain sight. Even though he was arrested almost 10 months before the Mumbai attack, Sabahuddin had allegedly managed to provide enough information in terms of directions and diagrams to allow the terrorists to launch their assault with "absolute precision...