Constantine Von Hoffman


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Special Report: Credit Cards

Brand Marketing

BOSTON The good news for the networks is it is they, rather than cable, that continue to be the cornerstone of credit card marketing. And while TV spending is declining [...]

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Second Life Loses Luster

Brand Marketing

BOSTON Marketers continue to rush to the virtual world of Second Life despite increasing evidence they don’t really know what to do when they get there.Last week, Coldwell Banker hung [...]

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‘Adult’ Brands Get Parents Where The Kids Are

Brand Marketing

If you’re a marketer looking for a TV property to help you connect with adults, then you’re probably thinking Lost, 24 or Heroes. But when State Farm unveiled its one-year, [...]

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American Legacy Takes Out the ‘Trash’

Brand Marketing

BOSTON Never one to back down from disturbing images, the American Legacy Foundation courts controversy once again in its latest TV work that uses a CSI-style visual approach and trash [...]

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Unilever Shuffles Managers

Brand Marketing

BOSTON Unilever has made the latest in a series of senior management changes.The company said John Rice, president of operations in the Americas, would retire in March. Michael Polk, who [...]

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Visa Casts Scrooge in Seasonal Ads

Brand Marketing

BOSTON Visa has launched a campaign via Omnicom Group’s TBWA\Chiat\Day to encourage consumers to use their credit and debit cards more frequently during the holiday season.All consumers using a Visa [...]

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Marketing Lifts P&G

Brand Marketing

BOSTON Procter & Gamble credited marketing improvements as part of the reason for its better-than-expected first quarter of fiscal 2007.Despite recent commodity price increases, the company’s net sales grew 27 [...]

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Marvel Turns to Soap Opera for Help

Brand Marketing

BOSTON Marvel Comics, like the stereotypical buyer of its products, is trying to figure out how to meet women.Tired of waiting for members of the opposite sex to wander into [...]

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Freddie Mac Embraces Telenovelas

Brand Marketing

BOSTON Forget about story arcs based solely on the typical soap opera themes of romance, jealousy and greed. The new Spanish “telenovela,” Nuestro Barrio (Our Neighborhood), also will address more [...]

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Kimberly-Clark Names Lead Marketer

Brand Marketing

BOSTON Household products giant Kimberly-Clark said it has hired Anthony Palmer for the newly created position of chief marketing officer.A company representative said Palmer would be responsible for instituting an [...]

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Beirut Shop’s ‘Campaign for Hope’

Brand Marketing

BOSTON If you are a marketer, there may be times when you feel sheepish about what you do for a living. You strike up a conversation with someone and find [...]

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Word-of-Mouth Heading Overseas

Brand Marketing

Can word-of-mouth campaigns work in other tongues? Firms that have tried the tack in the U.S. are now looking to move it to Europe, where it is little used, and [...]

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New Products Trump Brand Extensions

Brand Marketing

More than 1,700 consumer packaged goods brands were launched last year, the largest single-year number in the past decade. Of equal importance, the list of best-selling first-year nonfood CPG products [...]

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B&L Mulls Ways to Save ReNu

Brand Marketing

BOSTON Bausch & Lomb doesn’t have much time to act if it is going to save its ReNu brand, some observers said Thursday.In a conference call on Wednesday with analysts, [...]

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Gillette ‘Warns’ Guys About Tag Body Shots

Brand Marketing

BOSTON Gillette believes guys should never be without the power to attract women, so it has converted its Tag body spray into a pint-size, portable version dubbed Body Shots. “We [...]