Eric Schmuckler


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WIEden & Kennedy

Brand Marketing

Michael Jordan was the most celebrated athlete of his time, and his Nike line of Air Jordan sneakers packed a merchandising wallop. The Jordan brand, a division of Nike, had [...]

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Foote Cone & Belding

Brand Marketing

This is your media plan. This is your media plan fighting drugs.Efforts by government and private authorities to combat teen drug-use stretch beyond that landmark 1980s campaign (created by ad [...]

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Adweek Magazines

Brand Marketing

Last December 5th, TNT had a pretty good night. Its original movie, The Librarian: Quest for the Spear, pulled a 2.8 national rating in adults 18-49—not terribly impressive compared to [...]

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The Media Kitchen

Brand Marketing

Flying AcesKeren Eldad, Charles Pinkerton, Brooke Dubrowsky, Adam Chorney, Joel Mayne, Paul Woolmington, Andrea BullockThe fiercely hard-nosed category of airline advertising is not normally a place where media agencies can [...]

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Foote Cone & Belding

Brand Marketing

Quick ThinkersMatt Gunther, Rich Gagnon, Jan Weinstein, Matt Levy and Jane JovanovicImagine you are advertising to a potential customer who is forgetful, difficult to deal with and simply unable to [...]

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Facing Reality

Brand Marketing

Reality is the new reality of network television. In a season in which six of the top 10 and 11 of the top 20 shows in adults 18-49 are reality [...]

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Roll Of The Dice

Brand Marketing

We learned many important lessons during May’s week of upfront schedule announcements. Reality rules, hogging 18 prime-time hours this fall, up from six a year earlier. The networks remain clueless [...]

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Cable ’04: Growing Pains

Brand Marketing

Which cable network is next in line to ascend to the grown-up table?More than 30 basic cable networks have reached the promised land of 84 million U.S. homes, most of [...]

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Media Plan of the Year: Spending $1 Million or Less – Starcom

Brand Marketing

It’s right after the holidays, and millions of people are sitting there, fat and unhappy. They are motivated to shed those extra pounds. This four-to-six week span is known as [...]

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Upfront 2003: The Programmers – New Set of Friends

Brand Marketing

Among the derivative sitcoms and numerous cop shows are a smattering of newcomers with breakout potentialPerhaps you’d like to find out what you just bought. The prime-time upfront was largely [...]

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Upfront 2003: Quality Time

Brand Marketing

Each year the networks rake in more dollars during the upfront, while the pickings get slimmer. What exactly are media buyers buying?If a group of media professionals from another planet [...]

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IQ Analysis: Making a Play

Brand Marketing

Disney’s GO.com marries the Web and TV with its Enhanced Television coverage. First to the party: Football fans. Convergence between the television and the computer is like the weather-everyone talks [...]

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IQ News: The Beat Goes On

Brand Marketing

Music was an early e-commerce hit, but its growth has only just begun. Do you know how many holes it takes to fill the Albert Hall? If you’re the type [...]

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Dave vs. Jay: is the war over?

Brand Marketing

Based on David Letterman’s outstanding premiere week numbers, some buyers are ready to declare the late night wars over. Through the first three nights of overnight ratings available at press [...]

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‘Wild Palms’ Has ABC Just a Little Edgy: Six-Part Oliver Stone Series Should Do Well, But Is Causing Anxious Moments

Brand Marketing

NEW YORK – The six-hour ‘event series’ Wild Palms is causing sweaty palms over…Said a buyer, ‘There’s kind of a tone in the salespeople’s voices that gives you the feeling [...]