Morning Update: Why Reese’s Pieces skipped consumer testing; Unilever’s ethics lesson; how to send content viral; WPP’s Sorrel contenders
AdAge: Behind the Speedy Reese’s Pieces Peanut Butter Cups Debut
The rapid creation of Reese’s Pieces Peanut Butter Cups, a mashup of two well-known treats, is a case study in how brands can more quickly come up with new items and engage with fans.
In case you missed it, Reese’s Cups and Reese’s Pieces are getting together this summer. As the product won’t hit stores until July, Hershey Co. was not exactly ready to announce it as early as it did, with an official confirmation on May 12 after a week of teasing.
Campaign Live: Why brands should take a lesson from Unilever on sustainability
The consumer has now become the dictator, forcing many big brands to change their ways. In its latest sustainability report, Unilever has revealed why its focus on this issue is proving good for business, writes Chris Arnold, founder of ethical marketing agency Creative Orchestra.
In this guest post, Robert Höglund has some advice for marketers on how to make super-popular content for the social web.Creating a viral hit is the quest for the holy grail that scores of marketers set out upon but from few return successful. Here are five tips for improving your odds for viral success.
The subject of who will succeed Sir Martin Sorrell, 71, as chief executive of the world’s biggest marketing services company has been on the burner for more than a decade now. Now Quarta has turned up the heat. Whether Sorrell resigns “tomorrow, in one, two, three, four or five years, or even over a longer period, we have already begun to identify internal and external candidates who should be considered… Shareowners should have no doubt that we already have a strong pool of internal and external candidates to draw from.” So who? An adlander? A financier? A Brit? A woman? Campaign asks around.
Campaign Live: The path to brand enlightenment follows the course of love
Segregation benefits neither culture nor communication. But where the lines blur between client and agency, between one department and the next – that’s where extraordinary happens.
The Reeces Adage story almost reads as an Onion parody.
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