iMediaconnection features this week an interview with Micky Pant, Reebok's vice president of global marketing and recently named "Interactive Marketer of the Year" by Ad Week. Mr Pant takes us in the backstage of Reebok's latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it's interesting to read Pant's opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds...
But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:
"We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
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