Banana Republic's 'Mad Men' by ProQuest


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									       2 | dmneWs | July 12, 2010 |

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      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 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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