Groupe Aeroplan buys Carlson Marketing, focus turns to international opportunities by ProQuest


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									4 | DMNEWS | November 9, 2009 |

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, 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 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 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, 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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