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Chief Marketer Report; Insights. Innovations. Solutions.
October 28, 2008 A Penton Media Publication  

TABLE OF CONTENTS

America: A Brand In Crisis
Social Media: A Window into the Connected Class
Do Nuances in Copy Matter?
Activision Runs TV, Viral Video "Guitar Hero" Ads
Mighty Mattel: Toymaker Plays with Licensing
Write a Book? Why Bother?
'Tis the Season for "Goosebumps"
Green Crayons


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This Week's Stories

America: A Brand In Crisis
By James R. Gregory
 What if the United States of America was a brand? As a marketer, what would you do to fix it? Here’s what one marketing executive would do to get Brand America back on track.
Read the full story here


 Social Media: A Window into the Connected Class
By Dave Friedman
 To better understand how user behavior is evolving, Razorfish conducted in-depth interviews with users between the ages of 18 and 34 who exhibit a high propensity for using a variety of digital platforms. Here are six online behavioral changes gleaned from this group.
Read the full story here


 Do Nuances in Copy Matter?
By Carol Worthington-Levy
 It’s easy for a copywriter to just crank out words to beat a deadline. But by doing that, the copywriter is missing out on one of its most powerful tools – nuance. Here’s why nuance is important, and why it can make or break your campaign.
Read the full story here


 Activision Runs TV, Viral Video "Guitar Hero" Ads
By Richard Tedesco
 How ‘bout that old time Rock n’ Roll? Activision is hoping it’ll make Guitar Hero more viral with its videos of athletes playing the top-selling video game the way it should… a la Tom Cruise in Risky Business.
Read the full story here


 Mighty Mattel: Toymaker Plays with Licensing
By Amy Johannes
 How's this for a cushy job? Richard Dickson became Mattel's head of global licensing when he signed on as the company's senior vice president for marketing, media and entertainment worldwide in 2000. Here’s a Q&A with Dickson about changes in the licensing field and some of the company's strategic initiatives.
Read the full story here


 From the Big Fat Marketing Blog

Write a Book? Why Bother?
In the past two weeks, Tim Parry’s desk has been flooded with advance copies of books soon to be released by marketing gurus. And you know what? He could care less about books! Here’s why he thinks your message is better served as a contributor to the Chief Marketer Network.
Read the full story here


 'Tis the Season for "Goosebumps"
Around Beth Negus’s house, the appearance of “Goosebumps” on Cartoon Network leads to a three-year-old and a five-year-old child screaming “Mom! Change the channel! I don’t wanna watch this!” But for older kids, I suspect the scary stories generate more screams of delight. This is probably why Scholastic is launching a major “Shriek Week” marketing campaign, just in time for Halloween.
Read the full story here


 Green Crayons
Pat Barnard is critical of a lot of green initiatives because he thinks so many of them are misleading – more about making green than being green. But he’s pretty keen on one school supplies merchant’s “crayon recycling program,” and we think you’ll like it, too.
Read the full story here


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