"We're very strong in Canada; Carlson is very strong in the US, but longer term it's a question of saying, 'Where else in the world can we take this expertise?'" said Rupert Duchesne, president and CEO of Groupe Aeroplan. "We will now be able to get into markets like India or South or Central America, where previously neither of us had the capital wherewithal to [go]."
4 | DMNEWS | November 9, 2009 | www.dmnews.com DiGiTal bigelow tea among marketers embracing blogs p6 E-coMMErcE brands take a new look at e-commerce p12 DaTaBaSE MarkETiNG online data exchanges explained p19 Cosmopolitan and NBA, NCAA look online to grow youth hoops Estée Lauder push for cancer research By Mary Elizabeth Hurn with us even when they’re not in front of : IHoops, the official joint youth basket- their computers,” he said. ball initiative of the NBA and NCAA, has The site is also hosting a year-long contest By Mary Elizabeth Hurn launched iHoops.com, an online hub for in which users can upload sports photos and : Cosmopolitan has launched the “Cosmo parents, players, coaches, officials and admin- then vote on their favorites in order to win Karma Project,” a social media initiative istrators of youth basketball programs. sports prizes like Spalding basketballs. One sponsored by Estée Lauder, to benefit the The site is powered by online sports winner is picked a month. Breast Cancer Research Foundation, on community Active.com. It includes videos, In order to submit photos, users must October 26. The magazine seeks to grow conditioning tutorials and message boards. provide an e-mail address. Bortz said this its subscriber base with the initiative. Users are also driven to follow iHoops on initiative is part of iHoops’ strategy to build Users can download the Cosmo Karma Facebook and Twitter, where it has more it database. Facebook application and post their own than 1,300 followers. “The goal is to communicate with like- random acts of kindness, such as accompany- The NCAA and the NBA have donated minded users through outreach e-mails,” he The site offers tips for players and administrators ing a friend to a mammogram appointment $5 million each in promotional advertising said. “We want consumers to be comfort- or making a donation to the Breast Cancer inventory to promote iHoops on TV, online able communicating with us in a number of “If you look at the site in a month or six Research Foundation. These actions, which and in-arena. Because Active.com is a partner ways: through e-mail, social communities months, it won’t look the same as it does don’t have to be related to breast cancer, can of ESPN, banner ads for iHoops will also run and other outlets.” today,” he said. “We’re paying attention to then be posted to users’ news feeds. on the network’s online properties. IHoops will send out special offers and what our users want and how they interact From Facebook, users are driven to Matt Bortz, director of content media coupons via e-mail that users would find with the site and will be constantly updating CosmoKarmaProject.com, where they can management for iHoops, said a mobile app valuable, Bortz said, adding it also plans to the content.” post “Karma Actions” and enter a sweep- is currently in development and the com- open a YouTube channel. IHoops launched in June. It provides sup- stakes to win a spa trip for two and Estée pany plans to launch it in December. “We The site’s TV, print and Internet ads were port to basketball programs for players age Lauder products. Users can also opt in want our audience to be able to interact created by iHoops’ AOR VehicleSF. six to 18 and the adult managers. l for e-mail updates from the initiative or to receive a free trial issue of Cosmopolitan. Groupe Aeroplan buys Carlson Marketing, Euro Chicago gets focus turns to international opportunities Learning Curve By Nathan Golia There will be no layoffs or management By kevin Mckeefery : Montreal-based Groupe Aeroplan changes. Carlson will remain headquartered : Learning Curve Brands has appointed announced it will acquire Carlson Mar- in Minneapolis and the two firms will oper- Euro RSCG Chicago agency of record for keting, a Minneapolis-based company also ate separately. The companies said they First Years, a toy and supply line for infants operating in the loyalty space. The deal is will create a team to identify synergies for and toddlers. expected to close next month. possible initiatives over the next year. Euro will create an integrated effort focus- Executives for both companies told “We have strong roots in financial and ing on new moms, particularly first-time October was designated Breast Cancer DMNews they expect the $175.3 million deal automotive and airline; they bring resources parents. The goal of the hire is to improve Awareness month, an effort supported by to help the combined organization expand that we’re not that deep in, like retail,” said both customer acquisition and retention. both nonprofits and for-profit companies. outside of North America.
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