Most of our client campaigns include the mainstream media as a target audience. More than the sheer reach, there’s a certain cachet that comes from landing in Fortune, The New York Times or TIME. Which brings me to a specific article in TIME with the headline, “Made (Again) in the U.S.A. Why firms like Jarden are bringing …more
Yesterday’s Wall Street Journal carried the story, “A Kenmore Fridge, at Costco?” No, I’m not tracking the white goods sector with a keen eye. It’s the sourcing of the story – Sears plans to sell its Kenmore brand of appliances through other retailers – that got my attention. How does the Journal know this? Check …more
I rarely use this forum to discuss the Agency’s work. Today, I’m making an exception. We’ve been preparing to launch a start-up venture called SuVolta. What does SuVolta make? Another product that fits under the social networking umbrella? A web infrastructure play? Not exactly. SuVolta has invented a technology that greatly reduces the amount of power …more
Everyone recognizes the benefit of steering clear of major media events when making an announcement. It’s safe to say that January 20 is not the time to roll out a new line of laptop computers. But there are scenarios when news relevant to your story hitting in roughly the same timeframe works to your advantage. Take the well-crafted story …more
