The Sandbox is Media Central's marketing and media blog. In it, we look at the trends and issues that affect our industry, from strategic planning to creative execution and beyond.
Got your bucket and shovel? Come on in and play! Speak up and share your opinions with peers, clients and potential mentors. You never know--your next boss might end up reading your cleverly crafted comment!
Where possible, we've made every effort to link to content that's openly accessible. In some cases, however, you may have to register with a site in order to read an entire article but, in these circumstances, we promise that registration will be free.
Also note that you can now configure your favourite RSS reader to subscribe to the Sandbox, so that you can sort, search and categorize Sandbox entries just as you would e-mails.
BY DIANNE NICE
THE GLOBE AND MAIL The many roles of Barbie.
In her 50 years, Barbie has held down a number of jobs: surfer, rock star, ballerina. As part of her “I Can Be” campaign, Barbie has commissioned an Angus Reid survey that reveals Canadian girls are a pretty ambitious bunch. For instance, more than half of the girls surveyed said they would rather own their own company than be a secretary or a stay-at-home mom. We're curious, then, why Mattel has decided to bring out Barbie dolls in the likeness of Mad Men's Joan, the cheating secretary, and Betty, the alcoholic stay-at-home mom. Martha Stewart seems a more fitting choice: Ex-Con Domestic Diva Barbie?
In this week's Adhocracy column, "Doritos opens a grab bag of potential," The Globe's advertising and marketing reporter, Simon Houpt, focuses on a current contest launched by Doritos that spurs participant to rack up the most social media points by sending their amateur video into viral orbit.
For ad execs out there who may be wondering if this spells the beginning of the end for agency-produced spots, you need not be too concerned. Houpt analyzes in detail.
A weekly compendium of interesting items from the world of media, marketing and advertising.
Transforming research roles
MediaWeek.com, Feb. 28, 2010 Research executives at the nation’s largest media shops are morphing into money-marketing managers, akin to the role of a McKinsey or Accenture consultant.
Join your Toronto marketing colleagues at the AMA Roundtable Breakfast for a discussion on the Canadian media landscape. You'll learn what's happening in media organizations currently and, perhaps more importantly, what will happen next as the ground continues to shift.
BY SIMON HOUPT
THE GLOBE AND MAIL Luxury brands can be so touchy.
This week Louis Vuitton sued Hyundai for a recent 2011 Sonata ad in which the South Korean car maker presented a landscape where luxury was affordable to all: Cops munched on caviar, crystal chandeliers hung in the street, and – uh-oh – a basketball was emblazoned with what appeared to be LV iconography. The suit alleges Hyundai aimed to create a false association between the companies and thereby, “benefit commercially from the fame and renown of the LVM Marks.” Oh, Louis, please get over yourself.
In this week's Adhocracy column, "Tim Hortons: Where commerce, culture intersect," The Globe's advertising and marketing reporter, Simon Houpt, explores the different approaches for the brand when viewed through the lens of its Canadian and U.S. audiences.
A weekly compendium of interesting items from the world of media, marketing and advertising.
HBC tries to build on Olympic momentum
THE GLOBE AND MAIL, March 1, 2010 In retail, scarcity can be a plus. If it gets people talking and tweeting about how to find your goods, that can lead to long-term gains.
The CMDC (Canadian Media Directors’ Council) is inviting media entrepreneurs who have an exciting new concept, to apply to present the idea live to a panel of industry professionals and an audience of 700 media delegates at the CMDC’s annual conference on April 8 at the Metro Toronto Convention Centre – closing date for applicants is March 12th.
In this week's Adhocracy column, "Canada's rudimentary approach to ‘unselling' drugs," The Globe's advertising and marketing reporter, Simon Houpt, takes a look at the long-term investment in anti-drug advertising in the U.S. Houpt offers insight into the Montana Meth Project, a $30-million anti-drug campaign, which is credited with decreasing teen meth use in the state by up to 63 per cent. Comparable efforts in Canada? Not so progressive, Houpt maintains.
BY DIANNE NICE
THE GLOBE AND MAIL Slutty puppet banned
There will be no cleavage assaulting the decency of transit riders in Colorado Springs, not even if it belongs to a fuzzy pink puppet named Lucy. Billboard company Lamar Advertising has rejected posters for Avenue Q, the Tony-winning Broadway show making a local stop next month. A Lamar executive deemed the image of the Muppet-like character “inappropriate,” saying he rejects anything he would have to explain to his four-year-old or grandmother. We guess that rules out quantum physics and the Internet. We wonder if Junior and Gran are allowed to watch Sesame Street? That Miss Piggy is pretty chesty.
A weekly compendium of interesting items from the world of media, marketing and advertising.
How to avoid marketing mistakes (video)
THE GLOBE AND MAIL, Feb. 23, 2010 Marketing tips from a recent American Marketing Association event in Toronto on small- and medium-size businesses, featuring Kevin Higgins, Managing Partner, Fusion Learning; Razor Suleman, Founder and CEO, I Love Rewards; Marty Parker, Managing Director, Waterstone Human Capital. The Globe's Noel Hulsman moderated the event.
Read More >>
In this week's Adhocracy column,"A case of ad déjà vu," The Globe's advertising and marketing reporter, Simon Houpt, tackles the topic of creative inspiration with a variety of examples where creative efforts have reflected work already done. Case and point is a Super Bowl spot for Coca-Cola that is posted on YouTube adjacent to a strikingly similar spot created for another brand in 2002.
.jpg)
