dsmith2904
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Marketing 2004 Hot Spots
Madison Avenue may be facing a so-so economy and the onslaught of ad-deleting digital video recorders, but don't count out its impact. The smart sell is an essential ingredient of any pop-cultural phenomenon. A look back at the marketing triumphs of 2004. --By Jeninne Lee-St. John
FIRING OFFENSE
Two seasons of The Apprentice and several endorsement deals (even a fragrance!) cemented the Donald's status as primo financier--even after his casino company went bankrupt last month.
COOL CO-BRANDING
The world's biggest band and everyone's favorite MP3 player teamed up for a Technicolor promotion hyping U2's special-edition iPod and new album. Sales? They're high enough to induce Vertigo.
SLUMMIN' STYLE
Chanel's Karl Lagerfeld followed fellow designer Isaac Mizrahi down-market and struck gold. His H&M line boosted sales at the trendy mass clothier.
CALL NEW! ALL DESPERATE!
ABC's prime-time comeback can be traced to the summer--with those sharp, suspenseful, endlessly repeated promos for Lost, left, and Desperate Housewives. And has network TV ever come up with two better titles?
GUERRILLA TACTICS
A best-selling book, TV ads, Op-Ed columns and guest slots on the news programs--the Swift Boat Veterans for Truth dominated the election dialogue, even though their attacks on John Kerry's war record were widely debunked. The Dems never knew what hit them.
COLOR-BLIND CASTING
With little fanfare, interracial couples were everywhere--in ads for Heineken, below, Harley-Davidson and BMW, as well as in Verizon's new American family: white dad, Hispanic mom and a bunch of biracial kids.
--Time
Madison Avenue may be facing a so-so economy and the onslaught of ad-deleting digital video recorders, but don't count out its impact. The smart sell is an essential ingredient of any pop-cultural phenomenon. A look back at the marketing triumphs of 2004. --By Jeninne Lee-St. John
FIRING OFFENSE
Two seasons of The Apprentice and several endorsement deals (even a fragrance!) cemented the Donald's status as primo financier--even after his casino company went bankrupt last month.
COOL CO-BRANDING
The world's biggest band and everyone's favorite MP3 player teamed up for a Technicolor promotion hyping U2's special-edition iPod and new album. Sales? They're high enough to induce Vertigo.
SLUMMIN' STYLE
Chanel's Karl Lagerfeld followed fellow designer Isaac Mizrahi down-market and struck gold. His H&M line boosted sales at the trendy mass clothier.
CALL NEW! ALL DESPERATE!
ABC's prime-time comeback can be traced to the summer--with those sharp, suspenseful, endlessly repeated promos for Lost, left, and Desperate Housewives. And has network TV ever come up with two better titles?
GUERRILLA TACTICS
A best-selling book, TV ads, Op-Ed columns and guest slots on the news programs--the Swift Boat Veterans for Truth dominated the election dialogue, even though their attacks on John Kerry's war record were widely debunked. The Dems never knew what hit them.
COLOR-BLIND CASTING
With little fanfare, interracial couples were everywhere--in ads for Heineken, below, Harley-Davidson and BMW, as well as in Verizon's new American family: white dad, Hispanic mom and a bunch of biracial kids.
--Time
