Dog Days
August is traditionally a slow time of year, the season for vacations, beach reads, bike rides, corn on the cob, and the last long evenings before the crisp mood of fall sets in.
Not so for marketers. Wrapping up 2003 planning and heading back to school — with holiday work on the drawing table — makes the tail end of summer a busy time. That’s especially true as companies dogged by economic pressures work harder than ever to keep business moving.
Take Unilever. Its Health & Personal Care division has put its weight behind a handful of “master brands,” asking more of its internal staff and agencies across all disciplines to forge a connection with consumers that transcends product categories. In our cover story, promotion chief Michael Murphy speaks candidly with senior editor Betsy Spethmann about the process Unilever uses to set marketing strategy that stays true to a brand’s essence.
Our second feature looks at the growing popularity of games. Marketers like the way contests reach their most fervent fans, and really reinforce users’ relationship with the brand. It’s funny how busy people make time to enter a contest when they really like the brand — or the concept — behind it.
For insomniacs, we chart a month’s worth of crises and how to avoid them. “Sleepless in September” isn’t a glass of warm milk, but it could stave off your worst-case worries about what to do when programs go awry.
If you’re still hungry after that, check out Marketers for a look at a few food trends: tube snacks and organics, both poised to grow this year.
In Channels, we look at how marketers are countering TiVo and other ad-zapping tools by giving their products cameo roles in TV scripts. And look for the Licensing Show lowdown in Hot Properties.
Work hard this month — but not too hard. Enjoy some corn and sunshine while they’re at their best.
