Going (Creatively) Digital
Dick’s Sporting Goods Debuts ‘Athleisure’ Fashion Trend
Adweek reports that Dick’s Sporting Goods on May 15 will break its first campaign targeted solely to women. It highlights the phenomenon of ladies who wear workout gear as “everyday fashion,” even those who never go to the gym. Dick’s CMO Lauren Hobart tells Adweek that the retailer is expanding floor space devoted to women’s attire across its 600-plus U.S. stores, which generate over $6 billion in total sales.
It’s Not Just Yogurt: It’s A (Chobani) Lifestyle
Similar to how BMW’s Ultimate Driving Machine was the subliminal selling of a particular lifestyle, so too does Chobani hope its latest campaign will help to position lowly yogurt within an “aspirational lifestyle space.” So says Chobani Chief Marketing and Brand Officer Peter McGuinness in an interview with The New York Times. In one commercial, a family walks through the sun-dappled countryside covered in mud, which they all wash off together with the spray from a hose.
Skechers Sneaking Up On Nike?
Digiday explores the digital strategy being pursued by Skechers, which includes not having a smartphone app but instead relying on a mobile-friendly site. No one from Skechers participated in the story, with Digiday instead citing the views of professionals who are familiar with the brand’s continued popular march on competing brands like Nike. Skechers is known mainly for its prolific use of celebrities in its marketing, including Christina Aguilera, Britney Spears and Demi Lovato.
Fisher-Price Raises Lid On The Potty Independence Award
What do you give mothers who already have everything? This Mother’s Day, Fisher-Price hopes it will be one of The Mommys, a sextet of mothering awards each based on a familiar stepping stone of early childhood (hence the Potty Independence citation), writes Advertising Age. People bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. By way of contrast, check out the emotion-wrenching effort by Minute Maid.
C-Suite Moves:
Leanne Chylik to HER Realtors as Chief Marketing Officer, from VP of Marketing for the company.
Mark Sarbiewski to Castlight Health as Chief Marketing Officer, from Anaplan, where he also was CMO.
Darion Lowenstein to Gamblit Gaming, from Scopely, where he was VP of Game Development.
Chris Cavanaugh to Freeman as Chief Marketing Officer, from VP of Brand Strategy and Business Insights at sister company FreemanXP.
Lou Jordano to Attivio as Chief Marketing Officer, formerly of Ektron, TIBCO Software and EMC Corp.
Bruno Aziza to AtScale as Chief Marketing Officer, from SiSense and Alpine Data Labs.
Robin Saitz to Brainshark as Chief Marketing Officer, from PTC, where she was SVP of Global Marketing and Operations.
Kurt Kane to Chief Concept Officer at The Wendy’s Company, from Pizza Hut, where he was Global Chief Marketing and Food Innovation Officer.
Ray Elias to NatureBox as Chief Marketing Officer, from StubHub, where he also was CMO.
In Case You Missed It:
The Verge takes a behind-the-scenes look at the move by Twitter’s Chief Financial Officer, Anthony Noto, to assume control of the social media network’s marketing department at a particularly critical time in the company’s lifespan.
