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Earlier this year, we profiled leading television innovator, Evan Shapiro, on how marketers can attain the most value from the evolving medium that is TV. Shapiro explained that TV viewing by consumers has actually increased due to technologies such as the DVR – not despite them. To further understand how DVRs are increasing consumer – …

Today the Formula 1 kicks off in Austin, Texas, marking the first use of the Circuit of the Americas (COTA) track. Inaugural sponsors include AT&T, Anheuser-Busch, Mobil 1, Pepsi, Frito-Lay, Topo Chico, Red Bull, Best Buy, Pirelli and Texas Lottery. We spoke with some of the sponsors as well as COTA to learn how brands …

Bob Arnold is Associate Director of Digital Strategy at Kellogg. His responsibilities include co-creation of digital strategy for Kellogg brands, building digital marketing capability and leading large scale digital projects. Arnold is also a 10 year digital marketing vet from Procter & Gamble, where he led digital strategy for several Global Business Units. We spoke …

Stephanie Cota, SVP Global Marketing, Barbie, Girls and Games at Mattel, explains that the Barbie brand’s DNA is fashion, aspiration and cultural relevance. Cota and her team strive to deliver on these brand tenets every year through a variety of activation points. We asked Cota to comment on this year’s highlights for the brand as …

Earlier this month, Business Insider listed Vente-Privee, creator of the flash sales business model, as #10 on its DIGITAL 100 list of the world’s most valuable private tech companies…twenty spots above it’s primary US competitor, Gilt Groupe. With the flash sales category slowing down since last year, we spoke with Mike Steib, CEO of vente-privee …

How relevant is Fisher-Price to Generation Y Moms? This question helped drive the brand refresh that Fisher-Price launched this year. The refresh includes a new ad campaign, website, Facebook presence, mobile applications and global blogger program. We spoke with Lisa Mancuso, SVP Marketing at Fisher-Price, to better understand how the 83-year-old brand is maintaining its …

Poppin, a new vertical online retailer, launched today. The company, that is selling products to help define people’s workstyle, intends to fill the gap between the products we use for work and those available in the rest of our lives. Led creatively by designer, Jeff Miller, Poppin is introducing 250 original products spanning the writing, …

Consumers and marketers are surprised to admit that Sears is behind one of their favorite commercials being aired during the 2012 Olympics. The brand that once touted its “softer side” slogan, is now airing a commercial with a romantic guy and girl running face first into a Kenmore refrigerator. The television ad, known as “The …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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