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Media Buyer + Planner: State Dept. Seeks Marketing Help Vs. ISIS; Nets Hope Boxing Will Pack Fresh Punch

Richard Stengel, who heads the division charged with waging the communications battle with extremist group ISIS, says the ultimate fight is not on the battlefield but in "the information space," Ad Age reports. He says he's had informal contact with marketing professionals to learn how to best reach mainstream Muslims with a 'counter-narrative' aimed at debunking the ISIS ideology. "We're not going to reach them with a press release," he says.
Why This Matters: There is precedent hereIn 2004, the U.S. government hired U.K.-based PR firm Bell Pottinger to create ads telling Iraqis about the U.S.-led occupation. But Todd Helmus, a behavioral scientist at the Rand Corporation says in this instance, "You're dealing with an ideology that a 30-second ad can't touch."
A Take: Ad Age
The Nike-owned shoe maker's "Made by You" campaign features more than 200 portraits of street kids, artists and musicians wearing the 98-year-old line and focuses on their personalities that are enhanced by wearing the sneaker. Converse toured some major cities around the world including Tokyo, Berlin and Sao Paulo to photograph consumers in their Chuck Taylors and it became the inspiration for the creative campaign put together by Anomaly. The campaign is expected to take up a large portion of the brand's 2015 media budget.
Why This Matters: The Converse line is competing with the Adidas sneaker line Originals which recently launched a major campaign. Plus Converse wants to keep its sales momentum going. In fourth quarter its revenue was up 21% from the same period a year earlier.
Two Takes: Ad Age | Adweek
The music platform now has 45 million free monthly users and has also improved its backend technology and targeting ability. John Tuchtenhagen, senior VP of media at Digitas, tells Digiday that his agency has "become very... Source: guitarz news

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