Corona Extra has signed on as the new premier sponsor for the ATP World Tour. The Grupo Modelo-owned brand succeeds Mercedes-Benz, whose sponsorship deal ended in 2008. The terms of the 5½-year pact were not made public.
Austin, Texas-based LatinWorks won AdWeek's Multicultural Agency of the Year through creative, strategic efforts to reach the Hispanic market such as a playful Domino's Pizza spot depicting a game of telephone and a Starburst campaign featuring a llama. The Omnicom agency focused on building emotional connections to develop brand loyalty.
Publicis' Zenith Optimedia is expanding its branded entertainment division, Newcast, into a global entity, to produce video, digital and print content and manage sponsorships and nontraditional marketing through 18 offices around the world. Newcast U.K. opened more than two years ago, and will now be joined by offices in New York, Canada, Mexico, Latin America and Eastern Europe.
"Think about ..." is the theme of a new multiplatform campaign from Saks Fifth Avenue that is intended to be more in keeping with current economic concerns than the upscale department store's previous "Want it" effort. The campaign takes its inspiration from a lighthearted Harper's Bazaar column penned by legendary fashion editor Diana Vreeland during the Great Depression.
The glut of iPhone applications, totaling more than 140,000, means that marketers of branded apps must spend $50,000 to get the same results they would have gotten with a $15,000 spend one year ago, AdMob Managing Director Jason Spero says. While some marketers are spending more on mobile ad bursts to push their apps, others expend their efforts on lobbying Apple for a featured listing.