" Mad Men is the kind of show that has really crossed over into the pop-culture lexicon," said Theresa Beyer, VP of promotions and brand activation at AMC. "People want to talk about Mad Men style. You'll hear, 'That suit is very Mad Men,'' hence the connection between a huge fashion retailer like Banana Republic and Mad Men makes perfect sense."
2 | dmneWs | July 12, 2010 | www.dmnews.com diReCt mail tapping into foreign markets p6 BRands six flags teams with foursquare to create incentives p7 industRy Dma challenges state of coloraDo internet tax p8 Banana Republic’s ‘Mad Men’ By Ryan Chatelain ABM taps Pettit By Kevin mcKeefery : American Business Media, a business-to- : Clothing retail chain Banana Republic and business media association, named Clark cable television network AMC have teamed Pettit its president and CEO, July 8. He up for the second year on an integrated replaced Gordon Hughes, who announced marketing campaign promoting the fourth last winter he would leave the position. season of Mad Men, which will begin July Pettit previously served as GM for North 25. The effort includes e-mail marketing, America and EVP for product strategy at a sweepstakes, social media elements and Accenture Digital Media Services, SVP of TV ads. the global digital media group at Ascent The campaign will begin July 21 at all Media Group and VP of global digital Banana Republic North American locations. operations and asset management in EMI’s The marketing teams at AMC and Gap Inc. New York office. collaborated to create the campaign, with “When you have a high degree of transi- interactive agency Deep Focus taking the tion driven by internal and external factors lead on digital outreach. such as there is now, it can be complex for “Mad Men is the kind of show that has any one company to figure out what its really crossed over into the pop-culture lexi- strategic plan should be,” Pettit said. “The con,” said Theresa Beyer, VP of promotions opportunity is there for ABM to build on and brand activation at AMC. “People want traditional association activities but provide to talk about Mad Men style. You’ll hear, another level of structure to the framework ‘That suit is very Mad Men,’’ hence the to help guide companies.” connection between a huge fashion retailer Charles McCurdy, ABM’s chairman and styles from mad men will be available at Banana Republic beginning July 21 — just in time for season four like Banana Republic and Mad Men makes the president and CEO of Canon Com- perfect sense.” keting messages to its existing customer fashion tips. The vlog will appear on both munications, said Pettit’s experience as a AMC and Banana Republic are co-spon- databases in select markets — Detroit and AMC’s and Banana Republic’s websites. music industry executive during the 1990s soring a contest in which one customer will San Francisco — to promote the contest, “From a marketing perspective, [the goal] and earlier this decade positions him well win a walk-on role on Mad Men in 2011 added Daniel Rubin, spokesman for Gap is just engagement,” Rubin said. “We are to lead the b-to-b media industry through and a $1,000 Banana Republic gift card. Inc., which operates the chain. really always looking for unique partner- a similarly turbulent time. Consumers enter the contest by picking up “We’re really just trying to find unique ships and collaborations that kind of reso- Pettit cited the recession and emergence of a printed Style Guide at a Banana Republic touch points that connect with the audience nate with our customers. new technologies as the greatest challenges store and entering the code inside at the of Mad Men and the potential customer Other brands have leveraged Mad facing business media today, adding that both madmencastingcall.amctv.com microsite. base of Banana Republic,” he said. Men’s popularity for their campaigns. Cof- present unique opportunities for ABM. Consumers must upload photos of them- Banana
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