MARKETING/SOCIAL MEDIA

Office Depot wins Internet advertising award

BY Dan Berthiaume

Boca Raton, Fla. – Office Depot has won an Internet Advertising Competition Award (IAC) for “Best Retail Social Media Campaign” from the Web Marketing Association. The award recognizes Office Depot’s digital campaign supporting back-to-school with Office Depot’s “#Together Against Bullying” collaboration with the band One Direction.

"We’re proud to be recognized as ‘best-in-class’ by the IAC, but even more proud of how this program has touched students’ lives," said Tim Rea, executive VP of marketing for Office Depot. "More than 160,000 students skip school every day to avoid being bullied, so creating awareness to address the issue is critical."

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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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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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