MARKETING/SOCIAL MEDIA

The Mars Agency rebrands with new name

BY Dan Berthiaume

Southfield, Mich. – The Mars Agency has rolled out an international corporate rebrand in the U.S., U.K, and Canada. The company has changed its name from Mars Advertising.

“At one point in time, advertising simply meant producing an ad and placing it,” said Ken Barnett, global CEO of The Mars Agency. “Today the discipline of marketing has moved beyond traditional advertising and must incorporate every medium that connects brands with consumers and shoppers, including digital and social. We’re redefining our role to provide broad solutions that impact our clients and grow their businesses at every point of the marketing spectrum.”

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News

ShopSavvy integrates ad network with iBeacons

BY Dan Berthiaume

San Francisco — Mobile shopping platform ShopSavvy, has enhanced its AdOns advertising network to support iBeacon integration. The upgrade allows ShopSavvy AdOns partners to run more targeted in-store contextual ads.

The AdOns platform upgrade will allow ShopSavvy advertisers to run more creative in-store contextual ads. For example, if a consumer is shopping for a new laptop at an electronics store, iBeacon will recognize not only what store the customer is in, but also what section of the store the customer is browsing. Then, that retailer or a manufacturer of the product can send advertisements, discounts or competitive offers to the customer.

Apple’s iBeacon technology uses Bluetooth and location-based services to ping nearby smart phones with advertisements, coupons, or messages. The technology is available on both the Apple and Android operating systems.

"The future of shopping is being unlocked with new integration with POS systems and more context aware promotions and marketing,” said ShopSavvy CEO John Boyd. “We continue to bridge the gap between offline and online as local commerce is reborn into a totally new way for our customers to shop."

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OPERATIONS

Banana Republic names new creative director

BY Dan Berthiaume

San Francisco – Banana Republic has named fashion designer Marissa Webb as creative director and executive VP of design, effective April 28. She will be responsible for guiding the brand’s overall creative direction, as well as leading global product design for Banana Republic women’s, men’s, and accessories.

Prior to branching out on her own during 2011, Webb spent time at Polo, Club Monaco and more than a decade at J. Crew Group Inc., where she served in various design roles, including head of womenswear and accessories design. Webb will retain her role as president and creative director at Marissa Webb (M Webb LLC), in addition to her newly appointed role at Banana Republic. Webb’s first collection for Banana Republic is expected in the summer of 2015. Webb will report to global president of Banana Republic Jack Calhoun.

Banana Republic parent company Gap Inc. also intends to join M Webb LLC’s minority investors by investing in the Marissa Webb label. Calhoun will work with Webb as a strategic partner in the growth and development of her business.

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