SBD/June 13, 2012/Marketing and Sponsorship

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  • Go Daddy Taking New Marketing Direction With Hiring Of Ad Agency Deutsch

    The role of the Go Daddy girls will be more in balance with what the brand has to offer

    Go Daddy has hired Deutsch, N.Y. to create a new marketing campaign entitled “Inside/Out” set to debut during NBC broadcasts of the London Games. Go Daddy's Super Bowl spots have been produced in-house for the last seven consecutive years, with CMO Barb Rechterman leading the company's day-to-day marketing strategies (Go Daddy). Go Daddy Founder & CEO Bob Parsons yesterday said that he was “fine with Go Daddy’s marketing taking ‘a new direction.’” Parsons: “Any company has got to reinvent itself again and again.” In N.Y., Stuart Elliott noted the company’s first racy commercial “was created for the 2005 Super Bowl by the Ad Store agency in New York.” Parsons likened Go Daddy’s previous persona to that of “a frat boy,” and added, “Now, we’ve graduated from college.” Parsons: “We’ve grown up now. We’re always going to be Go Daddy, but be Go Daddy in a different way.” Parsons said that Deutsch, N.Y. was “one of five outside agencies initially considered to create a new style of Go Daddy marketing.” Deutsch, N.Y. President Val DiFebo said the Go Daddy Girls “will still have a role” in the new campaign. But she added their role is “more in balance with what the brand has to offer.” DiFebo said that the ads “will tell more of a story about Go Daddy’s technology rather than entice consumers with appeals like ‘To see more skin, click here.’” Elliott noted the West Coast office of Deutsch, known as Deutsch, L.A., has “extensive Super Bowl advertising experience,” including commercials for Volkswagen with their “Star Wars” themes (NYTIMES.com, 6/12).

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  • Duracell Signs Multiyear Deal With NFL, 49ers LB Patrick Willis

    The NFL and Duracell yesterday announced a multiyear deal as well as a player relationship in which 49ers LB Patrick Willis is a spokesperson. Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives. Duracell is the latest Procter & Gamble brand to announce an NFL sponsorship, joining Tide, Gillette, Head & Shoulders and Vicks (P&G). The social media side of the campaign started last week, with a Twitter effort in S.F. where people could tweet using the hashtag #PatrickPower to tell how "they would [use] Willis to do tasks that require reliability and power" (MEDIAPOST.com, 6/12).

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  • CBS, ABC Win Higher Ad-Sales Rates; NBC, Fox Continue Negotiations

    CBS and ABC yesterday "completed their ad-sales negotiations for the coming TV season, winning higher ad rates in what is proving to be a lackluster market," according to Suzanne Vranica of the WALL STREET JOURNAL. A source said that CBS "got roughly" $2.7B in ad commitments. Barclays Capital said that the total "was barely higher than last year," when advertisers agreed to spend about" $2.65B on the network. Another source said that CBS "sold less of its inventory than last year," which means that this year's "slight increase in total commitments came from higher prices for ad time." A source said that advertisers "committed about" $2.5 billion to ABC, about the same as what the network took in last year (WALL STREET JOURNAL, 6/13). In L.A., Meg James cites sources as saying that NBC and Fox "were continuing to negotiate with advertisers." Despite its "perennial rating woes, NBC was mustering rate increases of nearly 6%." Fox was "securing rate increases of about 8%." When all of "the money is counted, the networks will have sold roughly" $9B in prime-time commercials for the upcoming season. The biggest "wild card this year was Detroit carmaker General Motors' refusal to pay higher rates for advertising time during a period when networks are losing viewers." In recent weeks, GM said that it "would not advertise in the Super Bowl." Ad buyers said that the GM standoff "left several hundred million ad dollars on the sidelines during the television upfront market, and also contributed to the networks' smaller takes." It was "unclear" yesterday whether GM had purchased any time (L.A. TIMES, 6/13).

    BUSINESS IS BOOMING: ADWEEK's Anthony Crupi cites PricewaterhouseCoopers' newly released global entertainment and media outlook for '12-16 as saying that U.S. broadcast ad revenues "this year are on track to reach" $18.9B, a boost of 7.3% versus $17.6B in '11. NBC's coverage of the London Olympics "will capture at least" $1B in ad sales commitments, "a tsunami of business that is likely to include a wealth of auto, financial services, movies, telco and retail dollars" (ADWEEK.com, 6/12).

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  • Stony Brook In Need Of Expanded Merchandise Options With Trip To College World Series

    The official Stony Brook hats come in red, white and blue

    With Stony Brook Univ. to play in the College World Series for the first time, Omaha-based retailer The Dugout Owner Rich Tokheim was “scrambling on Monday to find a merchandise company to get a license agreement” with the school, according to Tom Shatel of the OMAHA WORLD-HERALD. Tokheim hopes to “sell the official red, blue or white Stony Brook hats.” Tokheim on Monday said, “I talked to their athletic director (Jim Fiore) today and he said they had 30 of their red hats in storage and about 40 of their blue and white ones and he would be happy to bring those to Omaha (to sell). That's not going to work. But it's a nice gesture.” Tokheim said that he was “hopeful something can be worked out this week to feed the considerable Seawolves bandwagon in Omaha.” There will be Stony Brook T-shirts “available along with the other seven teams.” Tokheim said that he is “trying to get Stony Brook's official ‘shock the world’ shirt for the CWS.” But Shatel wrote, “Don't count on those lasting long” (OMAHA.com, 6/11).

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  • Marketplace Roundup

    REUTERS’ Donny Kwok reported Chinese sportswear brand Li Ning “warned of a ‘substantial decline’ in profit for 2012 due to weaker sales and higher marketing costs, knocking its shares to a 6-1/2 year low.” The warning is the “latest blow for China's domestic retail brands, which are facing challenges including high inventory, rising costs and competition from foreign brands such as Nike and Adidas.” Li Ning said that it also "faced a ‘substantial’ increase in brand marketing and promotion expenses" after it signed a five-year agreement with the Chinese Basketball Association through '17 (REUTERS, 6/11).

    WALK THIS WAY: Footwear and apparel brand Herstar "signed a licensing deal" with the NBA for high-end women's dress shoes and founder and designer Holly Joffrion spoke about where the idea for the company came from. Joffrion: “I’m a shoe designer by nature, and my husband is a big sports fan. We got invited to go to an Orlando Magic game, and I couldn’t find anything to wear” (BOSTON HERALD, 6/13).

    ON ATTACK: Lacrosse brand Brine on Monday announced that it has signed NCAA Tournament Most Outstanding Player Eric Lusby to a multiyear endorsement contract. Lusby, who has also signed a player contract with the MLL Charlotte Hounds, will be used in marketing initiatives and assist in the development of new products with Brine (Brine). 

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