Archive for the ‘hasbro toys’ tag
In this insightful clip, Kristian Magel, EVP, director national broadcast, at Initiative U.S., brings a new perspective to the TV vs. digital debate. Use the soundbite list below to navigate the video.
“Television is a gigantic medium…but there’s a lot of waste there.”
- Kristian Magel
1:30 – “Television is a gigantic medium…but there’s a lot of waste there.”
1:45 – Should big brands be training consumers to embrace new technologies?
3:34 – How important is it for a brand to be everywhere?
5:00 – Who won’t benefit from a digital-everywhere strategy?
5:52 – “The biggest challenge we’re facing is integration.”
6:50 – How do you get everyone playing from the same playbook?
8:30 – It boils down to leadership and client relationships.
Kristian (Kris) Magel serves as EVP, director national broadcast, for Initiative, one of the Interpublic Group’s two worldwide media networks and part of the company’s Mediabrands unit. He is responsible for overseeing all national negotiations and related activities for the agency’s major television marketing clients including Hyundai, Kia, Dr. Pepper Snapple Group, Miller Coors, Lionsgate, USAA, Hasbro Toys, Vizio, Ameriprise, Kao Brands, Victoria Secret, PETCO, and Nikon. Prior to joining Initiative in 2007, Magel held the position of SVP, national broadcast at Zenith, where he created a fully integrated buying unit for Maybelline/Garnier that recognized early on the value of digital media working in conjunction with television. The group had the versatility to build custom 360-degree partnerships across multiple platforms, including the negotiation of digital extensions and other emerging media venues. This strategic activation approach was a key factor in him being named a 2007 “Media All-Star” by Mediaweek. Prior to Zenith, Magel worked at Optimedia in a variety of roles of increasing responsibility, including SVP, national broadcast, where he managed clients including T-Mobile, Whirlpool, BMW, New York Life Insurance, and Dreyfus. He also worked for DeWitt Media handling TV and radio accounts including Discovery Networks, Reebok, and Lexmark. A veteran with nearly two decades of experience in the media business, Magel has proven himself a formidable negotiator who has earned the respect of networks for both his analytical approach to the marketplace and his passionate representation of clients.
Wondering how to do more marketing with your budget? Perhaps you may want to consider co-marketing. Two companies with the same target market and non-competing products can work together to promote their products and services.
Even if you are a business to business marketer, you can pick up some tips from the business to consumer marketing category where the budgets are much higher. Here are a few examples:
Chevy Silverado commercial features Hasbro toys Three quarters of the video focuses on Hasbro toys, but only the last 15 seconds feature the product that the commercial is actually about.
Volvo and Twilight New Dawn commerical and promotion Taking advantage of the Twilight craze, Volvo offers a promotion tie in with the upcoming New Dawn movie
Friskies Cat Food and Puss n Boots Movie A recent commerical with animation from the Puss n Boots movie with a live action cat advertises Friskies cat food in a light-hearted commercial that draws in the “awwwww, isn’t that cute” factor.
What other co marketing programs have you noticed? What company offers a product to the same target market as yours but is not a direct competitor? Could you both benefit from a tie in marketing program? They only work when it is “win-win.” Leave your comment below. Thanks!
Hasbro toys 1996!