12 ordspråk av Tim Calkins

Tim Calkins

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The breadth of the product line is remarkable.

The stories are simple, easy to read and upbeat. This is a powerful combination.

Slogans shouldn't just be popularity contests. You don't want them popular. You want them to really say something about your state and your brand.

Slogans shouldn't just be popularity contests.

You want them to really say something about your state.

Fragmentation means more and more shows get lower and lower ratings. Events like the Super Bowl are arguably the only places advertisers can reach everyone in the U.S. at one time.

The Dove spot was not a typical Super Bowl commercial, but it really broke through.

This year was interesting because a lot of the other networks decided to run very strong shows against the Olympics - so they almost went directly at NBC to sort of attack the programming by scheduling a lot of very colorful things right up next to it.

They know that NBC has an Olympic contract signed that covers them through the Summer Olympics coming up and what have you. I think they deliberately went at it and tried to drive down the Olympic ratings in an effort to hurt NBC.

The Olympics continue to be a big event. It is still an important venue for advertisers, certainly. From a media perspective, and an advertising perspective, the Olympics are a unique venue - because they're an event that people like to associate with, from a sponsorship perspective, from an imagery perspective, from a worldly outlook perspective. So there are things that draw advertisers to the Olympics. It will still be a compelling media venue.

I am very impressed with the company's commitment to building a strong brand. I think all too many brands, especially in the food industry, have focused on price incentives at the expense of branding. It is refreshing to see Emerald invest for the long run.

The key is if you find an ad that's offensive, then you have to respond and in some cases take it off the air.

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