Gillete vuelve a la estrategia de los famosos tras el escándalo de Tiger Woods

La marca Gillette, perteneciente a Procter & Gamble volverá a apostar por la estrategia de utilizar rostros de deportistas famosos para promover sus productos, tras apartar la campaña protagonizada por Roger Federer, Thierry Henry y Tiger Woods, después de que éste último protagonizara un escándalo sexual.

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La marca Gillette, perteneciente a Procter & Gamble volverá a apostar por la estrategia de utilizar rostros de deportistas famosos para promover sus productos, tras apartar la campaña protagonizada por Roger Federer, Thierry Henry y Tiger Woods, después de que éste último protagonizara un escándalo sexual.

La marca Gillette intentó sin éxito fichar al piloto de Fórmula Uno Lexis Hamilton, pero no está desesperanzada con respecto a encontrar nuevos talentos que puedan representarla en sus anuncios. Leer más “Gillete vuelve a la estrategia de los famosos tras el escándalo de Tiger Woods”

How to be Open to Unsolicited Ideas While Staying Responsive and Efficient – Insights from Clorox

Time – with limited resources, could we fast enough assess submissions in a timely way? Fear – that painful negotiations and custom deals with inventors would jam our legal team. This week, we’re trying a new process that tackles both.


The stylized Clorox logo used on Clorox bleach...
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Written by Dr. Andrew Gilicinski who leads Open Innovation Networks at Clorox, working with partners on breakthrough new products. Prior to Clorox, he worked in innovation roles at Gillette and Air Products.

For years I’ve watched open innovation evolved, impressed at the growing array of tools and capabilities. At Clorox we focused on supplier innovation relationships (Win-Balancing) for downstream “seamless” technology creation, a “Lab without Walls”. However, we’ve been slower to adopt external idea portals to engage inventors, for two reasons – time and fear. Leer más “How to be Open to Unsolicited Ideas While Staying Responsive and Efficient – Insights from Clorox”

Tiger Woods’ Pitchman Days Are Far From Over, Study Says


Research Finds Scandal Had Little Impact on Brands Golfer Endorsed

By Jack Neff

MILFORD, Ohio (AdAge.com) — F. Scott Fitzgerald may have said, “There are no second acts in American lives,” but when it comes to Tiger Woods‘ career as a commercial endorser, data suggest the author may be way off base.

The Study shows Tiger Woods did major damage to his own brand with  the scandal, but most of the brands he endorsed escaped relatively  untarnished.
The Study shows Tiger Woods did major damage to his own brand with the scandal, but most of the brands he endorsed escaped relatively untarnished.

Research compiled and conducted by WPP’s TNS indicates Mr. Woods did major damage to his own brand with his series of well-publicized extramarital affairs, but also indicates that most of the brands he endorsed escaped relatively untarnished.

The research indicates that despite months of unremitting negative publicity, Mr. Woods remains one of the most popular athletes in the U.S. — still neck-and-neck with Peyton Manning and Brett Favre — and easily the most popular golfer, continuing to beat Phil Mickelson by a three-to-one margin (albeit down from his margin of five to one prior to January).

That should come as good news to Mr. Woods, who will return to professional golf at the Master’s next month. The major caveat, of course, is that all of Mr. Woods’ popularity derives from his athletic prowess, so to become a bankable commodity once more means he’s got to win. Leer más “Tiger Woods’ Pitchman Days Are Far From Over, Study Says”