Electronic Retailer - January 2012 - 11

celebrity culture, yet most of us are just regular folk.” “As we have seen with the frenzy of Kim Kardashian’s 72-day marriage – celebrity culture has a big inf luence over today’s society,” said Mal Karlin, president and chief creative officer of Karlin+Pimsler. “But what is unique in the Valley Trust campaign is that the Bill Gates, Oprah and Donald Trump who are featured in the spot are our country’s real role models – regular hard-working men and women.”

E+M Advertising Merges with Piazza Advertising
NEW YORK, N.Y. – Two specialist advertising agencies recently merged in an effort to capture the crown as the leading brand response agency in the industry. Media buying specialist E+M

Advertising and digital leader Piazza Advertising have pooled the expertise of their staffs to offer a unique blend of services to clients in the brand response category, including social and mobile commerce, merchandising, advergaming, QR codes and augmented reality. The new entity will continue to be called E+M Advertising, and Chief Executive Officer Michael Medico has retained that title. Piazza’s top executive, Hope Fulgham, became chief marketing officer.  “With the advertising landscape continuously changing, this union presents new opportunities for us to develop and grow cutting-edge technologies that will propel us as a major player in the digital marketplace,” said Medico. “A growing list of our clients are putting more of their budgets into digital media, and with the addition of Hope and her team, we are now better prepared to offer cutting-edge services to help them drive consumer response to their programs.” 

DRTV STATWATCH BY IRV BRECHNER

Today’s consumers sit in front of their TVs with their laptops, ipads and smartphones. This is good news for our industry, as your potential customers are just a quick click away from buying your product. On the other hand, this complicates things. You are now competing with what the consumer is doing while watching your commercial – surfing the web, getting the latest sports

scores, emailing a friend or tweeting. As a marketer, you need to think about what consumers are doing while watching your commercial and use this knowledge to your advantage. Make sure you have a great micro-site that includes testimonials, product reviews, press and other confidence builders, and make sure that you have a robust paid search program so that when a consumer searches for your company, product or service name, they can find you easily.
*Advertising Age’s “Economics of Online Video,” February, 2011

Irv Brechner is executive vice president and creator of Acquirgy’s Customer Acquisition IntelCenter and can be reached at (732) 3211924 or irv@acquirgy.com. Look for an extended version of StatWatch in the ERA Knowledge Center.

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Electronic Retailer - January 2012

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