MARKETING/SOCIAL MEDIA

Guitar Center launches omnichannel music contest

BY Dan Berthiaume

Los Angeles – Guitar Center is launching the fourth installment of its omnichannel “Guitar Center’s Singer-Songwriter,” offering aspiring singer-songwriters across the country the chance to take their careers to the next level, on Sep. 1. The winner of Guitar Center’s Singer-Songwriter 4 will have the opportunity to record a four-song E.P with producer Don Was, perform to a national television audience on “Jimmy Kimmel Live,” new gear, $25,000 cash and more.

Beginning Sept. 1 through Nov. 2, unsigned singer-songwriters from across the continental United States are invited to submit an original live music performance video online. Submissions will be ranked on their social media engagement and fan growth throughout the submission period. The top-ranked 150 artists will be reviewed personally by Don Was who will then handpick five finalists to perform live at The Troubadour in Los Angeles, where one winner will be named.

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FINANCE

Report: Credit Suisse supports Staples-Office Depot merger

BY Dan Berthiaume

New York – A Credit Suisse analyst is reportedly recommending that Staples and Office Depot, itself recently merged with Office Max, merge. According to Investors Business Daily, Credit Suisse analyst Gary Balter made the suggestion in a note sent to clients on Tuesday, Sept. 2.

The note said the proposed merger "makes significant financial and operational sense." Among the arguments Balter presented are that the wording of the FTC approval of the November 2013 Office Depot-Office Max merger indicates a merger with Staples would also meet approval, and that disappointing financial results in both companies’ most recent quarterly reports support a merger.

In addition, Balter’s note said the operating profit of the resulting merged company could double by 2017.

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MARKETING/SOCIAL MEDIA

Ugg teams with NFL star for omnichannel campaign

BY Dan Berthiaume

New York – Vertical specialty apparel retailer Ugg for Men is launching a global omnichannel advertising campaign in partnership with NFL quarterback Tom Brady. The campaign, “This is Ugg,” launches Sept. 2 and features a series of three 60-second video spots that will air on YouTube and TV.

The campaign will also feature a concurrent print component. Los Angeles-based M&C Saatchi served as creative agency.

“For the new Ugg for Men campaign, we started with this premise: small moments can carry as much weight as the big moments,” said Nancy Mamann, VP of marketing for Ugg Australia. “We conceptualized the spots to capture authentic moments that relate to men across the world. For Tom Brady in particular, we explored his life off the field, along with more personal settings, to show some of the moments that he considers meaningful.”

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