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May 11, 20082 Comments

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

May 11, 20081 Comment

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

September 14, 2007No Comments

ON: Being A Mixx Award Finalist

I am proud to be a Mixx award finalist.  Our Ice Breakers Watch and Whoa Spring Break campaign is up for an award in the Super Rich category.

See you guys awards night!
Picture_2

ON: Being A Mixx Award Finalist via @jpenabickley

March 25, 2007No Comments

ON:Lonelygirl15 & Ice Breakers

http://flash.revver.com/player/1.0/player.swf

Here is a shout out to the our Ice Breakers Team! Straight from MediaWeek!

Last week it was the Ice Breakers Spring Break (WatchandWhoa.com) this week Ice Breakers emerges on Lonelygirl15, the
pseudo-video diary that became a YouTube phenomenon last year, has
signed its first major product placement deal with Hershey’s for its
Icebreakers Sours Gum brand.

In a video posted on March 20 on the official
Lonelygirl site, Lg15.com, the show’s main character Bree is seen
offering her friends a piece of Icebreaker’s gum, and a closeup of the
product is shown. The sponsored episode of scripted teen drama is
slated to eventually be featured on YouTube and other video-sharing
sites in the near future, said officials.

This level of product integration marks one of the
more sophisticated examples of branded entertainment to emerge from the
rapidly-evolving world of amateur-created online video.

Related Posts:

ON:Lonelygirl15 & Ice Breakers via @jpenabickley

March 25, 2007No Comments

ON:Lonelygirl15 & Ice Breakers

http://flash.revver.com/player/1.0/player.swf

Here is a shout out to the our Ice Breakers Team! Straight from MediaWeek!

Last week it was the Ice Breakers Spring Break (WatchandWhoa.com) this week Ice Breakers emerges on Lonelygirl15, the
pseudo-video diary that became a YouTube phenomenon last year, has
signed its first major product placement deal with Hershey’s for its
Icebreakers Sours Gum brand.

In a video posted on March 20 on the official
Lonelygirl site, Lg15.com, the show’s main character Bree is seen
offering her friends a piece of Icebreaker’s gum, and a closeup of the
product is shown. The sponsored episode of scripted teen drama is
slated to eventually be featured on YouTube and other video-sharing
sites in the near future, said officials.

This level of product integration marks one of the
more sophisticated examples of branded entertainment to emerge from the
rapidly-evolving world of amateur-created online video.

Related Posts:

ON:Lonelygirl15 & Ice Breakers via @jpenabickley

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