I collaborated with Abe on many occasions and witnessed first-hand how his intelligence, wit, authority, and tact commanded respect from his peers and helped establish the SiTV brand. Never one afraid to challenge the conventional wisdom, he is a talented individual who knows how to deliver.

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I was so taken aback by a female-centric brand utilizing controversial shock marketing that I had to find out what the brand was thinking or rather were they thinking? Could this be an individual store acting alone without brand permission and knowledge, or a Canadian thing, or just plain crazy.

I had to write:

Hello,

I will start by saying I love lululemon and its products for both men and women. I am in Denver, CO and live and rent business space in the affluent area of Denver called Cherry Creek. I was walking by your store on Filmore and saw the following sign.

I almost walked past it without thinking but it struck me that a blunder may have been made here. I understand the acronym approach and rooting the letters VAG to Vision and Goals. But, I want to make you aware that every woman that I spoke to in front of that window expressed being offended by the main message. I want to point out the following definition in the urban dictionary located at: http://www.urbandictionary.com/define.php?term=VAG

VAG: Abbreviation for Vagina, but is used more as a gross term than good.

The other definitions on this page are also on par with this one but much more derogatory and offensive.

We would relish the opportunity to help you fix this.

From: lululemon athletica <gec@lululemon.com>

Subject: RE: Sharing because I really like your products (#2046-343991533-5282)

Date: February 12, 2013 5:26:20 PM MST

To: David Skul <david@5280creative.com>

Reply-To: lululemon athletica <gec@lululemon.com>

Hi David

Thank you for your feedback on our recent advertisement in Denver. We create our ads with the intention of sparking conversation regarding issues that are timely and relevant. Our ad was not intended to be offensive and we apologize if it has upset you. We value your feedback and we have passed it on to our creative team.

Thank you again for sharing your feedback and experience.

If you have any other questions or concerns, please do not hesitate to give us a call at 1-877-263-9300 or hop on Live Chat, and any of our educators will be more than happy to assist you.

Warm regards,
Emma

lululemon athletica
Guest Education Centre
Toll Free (US & Canada): 1 (877) 263-9300
Local: (604) 215-9300
Fax: (604) 638-1200

Shop online at http://www.lululemon.com/
Follow us on Twitter: http://twitter.lululemon.com
Like us on Facebook: http://facebook.lululemon.com

creating components for people to live a long, healthy, and fun life

HUH?

Wow-way to read a correspondence. I was not offended; your potential customers were offended. Sparking conversation about timely and relevant issues…well, are we dealing with adolescent males or women of means?

How can a brand be so disconnected from their market? I am a fan of marketing that gets tongues wagging, but there is a distinct difference between a conversation starter and a brand message that disgusts a customer- whether they are a first time customer or a repeat customer. Did lululemon have a focus group? Did they poll their loyal customers? Perhaps they talked to men, their significantly smaller market segment? Did they think that something that may have wings in social media is appropriate for store signage in an upscale shopping district?

Here’s the takeaway… there is no lemonade that can be made from these lemons, as the beverage is so tart and sour that no one will want to drink it, except perhaps the employees who run the Guest Education Centre and the creative team who apparently lives in a silo. Get in touch with your market, brands, or you will lose your market share. Differentiation and Relevance rule the day, not acronyms of reproductive body parts.

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5280Creative, a Denver-based full service marketing agency has become part of the global organization of

united advertising network also known as unitedadnet. Based out of Cologne, Germany, this network is a conglomeration of advertising agencies that spans the Continent and Asia. The close personal cooperation among the owners and managers of the participating agencies offers clients with international projects support from homogeneous international excellence teams.

Customers with domestic projects are supported in an innovative, market-specific way by local united advertising network agencies with an international background and research. International clients include Mercedes-Benz, CNN, Sun Microsystems, Unilever, Disney, Sony, BP, Bayer, Deutsche Bank.

5280Creative is one of only two US-based agencies.  Seiter & Miller Advertising in New York is the other. With partner Little Greta in the Czech Republic, UK, and France, 5280Creative now has global alliances in Shanghai, Moscow, Rome, Barcelona, Stockholm and other countries to best serve their clients and to support strategies for other member agencies of unitedadnet.

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DENVER, Colorado (January 10, 2013) – 5280Creative, a Denver-based full service marketing agency has just partnered with Little Greta. Little Greta is based in the Czech Republic with offices in France and the UK. Their creative team is comprised of alumni and graduates from the Faculty of Multimedia Communications, Tomas Bata University in Zlin. Little Greta’s clients include brands such as Google, Microsoft, Unilever, Heineken, HTC, Samsung, Lufthansa, KIA, and the EU itself. With this new partnership, 5280Creative will be able to expand their reach and offerings globally.

5280Creative works with leading brands that need to streamline or centralize their marketing activities by offering a distinctive set of skills and services. With this new partner, 5280Creative will be offering three new complementary business capabilities – global campaign design and implementation, marketing operations consulting, and access to international technology platforms.

5280Creative serves segments of restaurant, banking, wellness, fitness, non-profits, consumer products, hospitality chains and boutique properties, as well as professional services such as attorneys and physicians. From web design with critical SEO strategies to mobile app development, from signage to traditional paper collateral, and from focus groups for initial product design to marketplace distribution strategies, 5280Creative’s full complement of high touch services now has a broader reach across the pond.

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Citation: Forbes 9/2012:

“This annual ritual of budgeting process is broken. Yearly stabs based on internal agendas, past year’s assumptions and non-real-time intelligence is leaving many strong brands vulnerable in a new world where consumers are dictating play (not those sitting in the boardroom).”

“Visionary CMOs have the opportunity to lead their organizations in adapting to this increasingly dynamic and user-led world. Progressive brands are reallocating their marketing budget based on the evolving rules of engagement with consumers. The game is changing because people today seek out and spend money with brands that provide them with increased value on their terms: product efficacy, community, utility, shared interests and a deeper experience.”

“Marketing budgets continue to be stretched thin. Within this reality, think about how your brand’s budget is aligned with consumer objectives and behavior to help take chance out of 2013 being lucky or unlucky for your brand.”

5280Creative, a Denver Marketing Agency recommends that you read the article here: http://www.forbes.com/sites/gyro/2012/09/10/four-things-brands-should-consider-for-their-2013-marketing-budget/

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The marketing channel phenomenon is more easily understood by reflecting on Symbiotic Marketing. Symbiotic Marketing is a more comprehensive and inclusive construct for companies to actively and continually scan both the external and the competitive environments for likely partners with resources they do not possess internally. As a Denver Marketing Agency, we stress the importance of securing partnerships and alignments within your marketplace. Read the excerpt and follow the link to below to read this study for your self.

First introduced in the mid-1960s, the concept of symbiotic marketing has rarely been discussed by market researchers in either academic or popular literature. There are only a handful of published articles whose underlying theoretical basis is that of symbiotic marketing-related concepts here are only a handful of published articles whose underlying theoretical basis is that of symbiotic marketing-related d concepts (Adler, 1966; Varadarajan & Raj jaratnam, 1986). In other cases, symbiotic marketing has been dispatched as a synonym for a horizontal marketing system (Kotler, 1991). The concept is much more powerful and comprehensive than this lack of focus by marketing scholars indicates.

Nike is, perhaps, the best known example of this external orientation to resource acquisition. The firm has forged over 140 alliances with international partners to gain functional expertise in production, marketing, and distribution. Second, the modes of symbiotic marketing comprise virtually all of the various forms of distribution identified in extent marketing and management literature. Modes off symbiosis include strategic alliances, joint ventures, co-marketing agreements, vertical marketing systems, horizontal marketing systems and traditional buyer-seller marketing channels.

http://www.aabri.com/manuscripts/121241.pdf

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Budgets of pharmaceutical marketing research teams are starting to recover, one analyst firm found.

Marketing research (MR) teams, downsized during leaner years to shield marketing and sales forces, had to endure larger staffing cuts than many other groups during the economic downturn. That’s because these groups were seen largely as cost centers, says Cutting Edge Information, with no direct connection to increased revenue.

A June survey of 15 pharma companies by Cutting Edge showed both market research budgets and staffing are starting to rebound from their 2008 lows. Among small firms, dedicated MR budgets inched up, from $1.1 million in 2011 to $1.2 million this year, respondents reported. Large firms reduced budgets, from $17.3 in 2011 to $17.0 in 2012, but on average, budgets crept up, from $4.5 million to $4.7 million.

http://www.mmm-online.com/marketing-research-budgets-on-the-mend-survey-suggests/article/259014/

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http://ec.europa.eu/research/social-sciences/pdf/the-world-in-2025-report_en.pdf

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It’s no surprise why marketers and their agencies — large and small — are eager to get their brands into China. In 2011, the country was responsible for some 30% of the world’s economic growth. Its middle class is 400-million strong.

Moreover, Julian Boulding, president of Network One, told attendees at Ad Age’s Small Agency Conference in Minneapolis today that China currently accounts for 6% of the world’s consumer spending — a number that increases almost daily.

Given that growth, Mr. Boulding, whose company helps independent and non-holding-company-aligned agencies win and manage international business, offered tips and strategies for agencies and their clients to keep in mind when considering entering the China market. Here are a few key takeaways.

http://adage.com/article/special-report-small-agency-awards-2012/succeed-china-ad-age-small-agency-conference/236345/

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