Whether you’re on Team Edward or Team Jacob, ultimately, there is one winner: Team Summit. Summit Entertainment, an independent studio based in Santa Monica, Calif., has become a major Hollywood heavyweight because of the white-hot Twilight film series based on a series of books targeted at teens and tweens. Nancy Kirkpatrick, Summit's president of worldwide marketing, tells Marketing News Exclusives how she and her team built on Twilight's literary success to win big at the box office. (Image courtesy of Summit Entertainment.)
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Expert Assessment: Carefully Capitalize on Coming Changes 
Life-stage triggers such as births and graduations are an important part of any marketer’s toolbox, but they should be balanced with a healthy dose of contact suppression. Even the cleverest promotion at seemingly the perfect time can go awry without sensitivity to the family’s situation and history, writes Lance E. Osborne, director of global marketing at Acxiom Corp.
Polaroid Means Fun—Again
Polaroid was the instant-camera leader in the 1980s, but missed opportunities and a changing marketplace led the company to bankruptcy by the early 2000s. Now the brand is working hard to catch up in the digital camera space and is trying to expose its "instant" and "fun" identity to a new target audience, says Jon Pollock, SVP and CMO of Polaroid, who presented at the Chicago AMA's BrandSmart 2010 conference last week.
Aon Makes a Big Branding Play, Scores With Manchester United
As a normal order of business, Chicago-based Aon Corp. understands risk. So when it announced last summer that it had inked a four-year deal for Manchester United’s jersey sponsorship reportedly valued at a staggering $120 million, it left more than a few industry watchers wondering what Aon was thinking. Aon CMO Phil Clement recently explained the bold sponsorship move and how it could pay off for the firm.
Smirnoff Doesn't Play Nice With Ice
Stereotypical college fraternity brothers usually would not be seen within 20 feet of a Smirnoff Ice, the sugary malt beverage targeted at young women. Yet these days they’re buying the drinks by the case to “ice” and “ice block” their “bros.” Marketing News Editorial Intern Bette Marston reports on a growing consumer-generated trend that's creating valuable—but potentially harmful—buzz for the Smirnoff Ice brand.
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Identity Imperative: Boston
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2010 Marketing Research Conference
This conference provides the opportunity to interact with and learn from marketing's best as they address this year's conference theme: "Unfiltered Perspectives. Unexpected Opportunities." Speakers including Stan Sthanunathan, VP of strategy and global insights at Coca-Cola, and Joe Batista, "chief creatologist" at Hewlett-Packard, will discuss how their companies are adjusting to the ever-changing marketplace. |
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"Imagine the World Cup as an airplane that everyone wants to be on. ... After a few rounds of ticket sales, FIFA realized the plane wouldn't be full. ... 'It's simple,' said one enthusiastic employee. 'Let's sell [business class seats] at economy class prices!' Big mistake."
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Twilight Marketer Digs Fangs Into Core Audience
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