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Reimagining Retail

Matthew
June 8, 2017
(This article original ran on ANA.net.) By Matthew Schwartz Lululemon stores, which sell athletic apparel, host free yoga classes and other fitness and social events on a weekly basis. The Nike store in downtown Manhattan includes the Nike+ Basketball Trial Zone where consumers can shoot hoops...

2017 Reading List

Matthew
January 6, 2017
The week between Christmas and New Year’s Eve is the slowest time of the year. Offices close. Folks jaunt down to warmer climes for a few days off while others opt to lay low and go for a digital detox. But it’s a small window and, let’s face it, more and more folks use the downtime during the holidays to play catch up and get their business ducks in a row for the new year.

New York PR vs. London PR

Matthew
December 22, 2016
Social media channels melded with celebrity endorsements present a wealth of opportunities for PR firms to get their clients’ messages out more effectively and grow their audiences. But careful what you wish for. The need for speed online could put PR firms in a compromising position when it comes to how they comply with Federal Trade Commission regulations, particularly when they recruit celebrities to carry the message via social channels.

B-to-B – Summer issue 2016: Marketing with a Bigger Purpose

Matthew
November 8, 2016
AT THE 2016 BMA B2 AWARDS this past June in Chicago, Ill., the marketing team at HCL Technologies barely had time to catch their collective breath. As soon as they sat down from accepting one award, they were called to the podium again — and again. By the end of the event, HCL had been named winner of 14 B2s, in categories ranging from New Customer Acquisition to Text Ad to Promotional Incentive.

Activate – Summer issue 2016: A Holistic Approach: Exploring the Omnichannel strategy

Matthew
November 8, 2016
It’s axiomatic that buying more things online means having more things shipped to us. While this has been a very good thing for UPS, the world’s largest package delivery company also noticed it was creating a problem for its customers: Deliveries come during the day, when many people aren’t at home to receive them, and they don’t have time to go and pick them up from their local UPS outlet.

ANA – September issue: On the Line: How Brands in Highly Regulated Industries Keep Their Marketing in Bounds

Matthew
November 8, 2016
The marketing team at Mike’s Hard Lemonade was starting to put together ideas for a video to promote the brand’s new Hard Watermelon Lemonade. Knowing the video would run on digital media outlets and social media channels during the 2016 Memorial Day weekend, the team wanted to infuse the message with some summer fun — but it proceeded with caution.

When Celebrities Carry the Message

Matthew
November 8, 2016
Social media channels melded with celebrity endorsements present a wealth of opportunities for PR firms to get their clients’ messages out more effectively and grow their audiences. But careful what you wish for. The need for speed online could put PR firms in a compromising position when it comes to how they comply with Federal Trade Commission regulations, particularly when they recruit celebrities to carry the message via social channels.
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