NewsBytes: GM To Be Sans Soiree, Timberland Takes It On
1) GM has just announced that it will cut its usual huge North American International Auto Show soiree, in addition to dropping its usual Emmy and Oscar advertising campaigns. This quote from the Detroit News article was telling: Citing budget cuts, the automaker said it has shifted time and money to GM’s centennial celebration next month, and is focusing its advertising around key launches and brands, and in ways that reach more consumers, spokeswoman Kelly Cusinato said. Wow! GM is foregoing a huge party to focus on marketing in ways that reach more consumers. Now, THAT’s innovative!
2) Timberland, and its emphasis on corporate responsibility, is in the news. First, there’s a story by Mark Borden and Anya Kamanetz in the September issue of Fast Company on how the brand might weather the economic storms and stay its sustainable course. Then there’s a Wall Street Journal article by Aaron O. Patrick on if and how Timberland’s ad agency, Leagas Delaney, can help turn things around for the outdoor/footwear brand. The first step was to move away from the promotion of environmental causes (Make It Better) back to brand-building (Take It All On) – and an Olympics campaign, “Podium,” is key to that effort. As a big fan of corporate responsibility myself, I’m cheering for Timberland to find the perfect balance of what’s good and what’s profitable.
