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Tag Archives: CPG

Jack Trout, Co-Author of 'Positioning,' Dies at 82

Jack Trout, who coined the term “positioning” and co-authored of one of the most influential marketing books ever, died Monday at his home in Greenwich, Conn., of intestinal cancer. He was 82. “Positioning: The Battle for Your Mind,” co-written in 1981 with Trout’s longtime agency and consulting partner Al Ries, …

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Why Coke Is Adding Last Names to 'Share a Coke'

Coke has been trying to get on a first-name basis with consumers since launching its “Share a Coke” packaging play in the U.S. in 2014. Starting this summer, the brand will get even more personal by adding last names to the mix. Last names and first names will not appear …

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Potty Mouth Kathy Griffin's New Purpose: Better Poop

Squatty Potty, whose unicorn video has drawn 140 million views and helped sell $28 million worth of stools to improve the bathroom experience last year, now has a bigger name on its side: Kathy Griffin. In her new ad from Bravery, whose co-founder worked on Kmart’s memorable “Ship My Pants,” …

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Agency Revenue Up But Growth Rates Are Slowing

U.S. agency revenue and digital revenue increased again in 2016, according to the Agency Report 2017, but the pace is slowing amid the rise of consultancies, compression of spending by marketers and added competition from new agency models. Revenue growth for agencies was the slowest since 2013 — and digital …

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