MAKING A SPLASH
With 75 percent of the earth covered by water, Edison, NJ-based Aquatising figures its brand of water-oriented marketing can’t miss. The agency has worked for years in Europe with such blue-chippers as Coca-Cola, Heineken, and Nestlé and is gearing up for a U.S. launch later in 2002. Clients can buy such ad vehicles as the Adqua Totter air mattress or the floating volleyball court. Or they can tap the agency to manage live events. Royal Caribbean hired Aquatising to create a miniature water park. More info: 732-910-7446 or www.aquatising.com.
THE KINDNESS OF STRANGERS
Can’t stop misplacing your car keys? BoomerangIt, Inc., San Leandro, CA, has an Internet-based registration system that can help get lost items back to their owners. Items are labeled and tagged, allowing the finder to contact BoomerangIt online or via a toll-free number to receive a reward. (The company itself offers a $20 travel pack; clients have the option to add their own incentive.) BoomerangIt is offering the service to original equipment manufacturers as a product enhancement and is working with restaurants and hotel chains to establish a national lost-and-found network. Toshiba digital cameras, Palm hand-helds, Tasco binoculars, and London Fog luggage are among the products already carrying tags. More info: 800-226-6648 or www.boomerangit.com.
GREASING THE WHEELS
Procter & Gamble, Cincinnati, has teamed with KPMG Consulting, McLean, VA, to offer a supply-chain solution dubbed PowerFactoRE. The service features predictive tools and analytical methods that can be applied to manufacturing operations and capital equipment projects. P&G has used the system internally for categories ranging from diapers to juice, and claims it has saved more than $1 billion company-wide and boosted productivity in its Atlanta fruit-drink bottling plant by 44 percent. More info: 703-747-5853 or www.kpmgconsulting.com.
National Cinema Network, Kansas City, MO, is conducting a national rollout of its Digital Theatre Distribution System, which provides on-screen marketing content for national and local brands. Ad messages can also be delivered through in-theater digital video monitors, kiosks, or plasma screens. The service is currently available in New York City, Los Angeles, and Kansas City. More info: 703-931-6011 or www.ncninc.com.
ONLINE GRAB BAG
Startup Media Bakery, Carpinteria, CA, is positioning itself as a Web aggregator for royalty-free stock photos, software, and music tracks for use in promotional campaigns. The company is also offering The Baker’s Dozen, a monthly feature that recommends 13 new CD titles, single downloads, and software bundles. Flash animation and 3-D images will be available later this year. More info: 805-566-9262 or www.mediabakery.com.
Knowledge Networks, Menlo Park, CA, is offering marketers a way to measure the popularity of their brands with consumers through a new suite of services called Brand Resonance. The package includes a Brand Scorecard that ranks marketers within a database of more than 130 brands; a Brand Positioning Audit that assesses equity and identifies growth opportunities; and a Brand Resonance Tracker that evaluates performance over specified time periods. More info: 646-742-5311 or www.knowledgenetworks.com.
Montreal-based LogoSystem is offering single-use LogoCameras for marketers to pass out at promotional events. Client logos are added not only to the cameras but also the film, so that each print is an ad. Clients include Pepsi-Cola, Citigroup, and EMC. LogoCameras have also been used at the PGA Invensys Classic in Las Vegas and by beer maker Molson at auto races in Toronto. More info: 514-861-7040 or www.logocameras.com.
WELCOME TO THE REAL WORLD
College marketing agency Cap & Compass, Branford, CT, is coming to the rescue of financially impaired grads with Life After School Explained, a book offering helpful hints on car buying, 401K management, and other fiscal matters. The book is being distributed through college alumni groups, which either purchase copies outright or find an outside sponsor to cover the costs. Marketers can put their logos on the front cover or feature taglines and promotional offers on the inside. More info: 203-483-7005 or www.capandcompass.com.