13 August 2007

FOCAS: Lynda Resnick, Pom, and the end of ad agencies

Nancy E King, also blogging from FOCAS on See Change Happen, has a great writeup on Lynda Resnick's push to make Pom successful. It's worth reading to understand how to successfully promote a product in a world that is increasingly indifferent to traditional advertising. From nothing to a hit premium product, with a total ad budget over four years of only $14M. Coke and Pepsi wish they could introduce a new product so cheaply.

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