P&G
This article was originally published in The Rose Sheet
Executive Summary
One-year cross-platform marketing partnership with Viacom Plus includes marketing of P&G brands across 12 Viacom U.S. TV properties, P&G announces May 31. TV outlets include CBS, MTV, MTV2, VH1, Nickelodeon/Nick at Nite, CMT, BET, UPN, TV Land, Paramount Television, King World and Comedy Central. P&G would like to expand marketing to other Viacom outlets such as radio and outdoor billboard advertising, firm says. Deal enables P&G to "leverage and integrate" its brand marketing across Viacom's full range of ad-based resources, while giving Viacom a media investment "otherwise unattainable through regular and segmented up-front selling," companies say. P&G estimates "media bundling" agreements will represent 40% of all media deals in coming years
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Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says