Digital Marketing

CGT Editor Alliston Ackerman gives you a sneak peekinto the trends and topics discussed in this month's issue.

It was oneof the paint industry's greatest success stories: In 1984, The Glidden Company was the third largest producerin America's paint and coatings industry. And then suddenlyin 1986, the brand literally fell off the map. When AkzoNobel acquired theGlidden brand in 2008, one thing was clear: It had to undergo a holisticre-invention of the Glidden brand and restore it to its former glory.

The senior executive is charged to set brand strategy and coordinate and integrate marketing direction and execution across all regions and brands.

Targeted consumers of Gatorade, Pepsi, Frito-Lay, Quaker Chewy granola bars and Pepsi beverages in restaurants will see new digital marketing activations as early as the fourth quarter of this year, thanks to the PepsiCo10 pilot programs.

Designed to mirror the real-life experience of being a marketing executive, poweRBrands boasted 40,000 players, 120,000 visits and 5,800 Facebook fans during its first month live.

The multi-media efforts are expected to boost consumption and drive retail traffic for the new low-sugar, low-calorie juice brand.

The retailer capitalizes on a growing trend: Americans will spend more than $1.6 billion on virtual goods and social gaming in 2011.

The integrated campaign, created by Partners + Napier, features a mix of print, shopper marketing, word of mouth and digital components.