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Although the endorsement by her sister and prenatal nurses turned Parilla on to Pampers, a few marketing tactics from Procter & Gamble, Pampers' $51 billion parent company, have helped the 21-year-old single mother stay loyal to the brand. Parilla recalls a Pampers television ad she liked, broadcast in both English and Spanish, showing a smiling baby crawling in the diapers. The nurses at Garfield Medical Center in Monterey Park, Calif, gave Parilla free samples of Pampers and other P&G brands like Crest and Tide as she checked out after Fatima's birth (Parilla uses Crest, although she prefers...
...doesn't spend too much time in the Caribbean--every month she spends a week or so in Hispanic hotbeds like Los Angeles, Dallas and New York City, managing retail relationships, meeting with customers. "She walks the stores, walks in the community," says Ernest Bromley, head of ad agency Bromley Communications, based in San Antonio, Texas. "She's not learning this stuff out of a book...
DIED. JAY SCHULBERG, 65, creator of such memorable ad campaigns as American Express's "Don't leave home without it" and the hugely successful ads for the milk industry featuring celebrities sporting milk mustaches; of pancreatic cancer; in Doylestown, Pa. As chief creative officer of Bozell Worldwide, he overruled a pitch to use an upside-down cow to sell milk, opting instead to decorate Lauren Bacall, Naomi Campbell, Pete Sampras and others with frothy milk mustaches in ads that generated worldwide publicity and spawned a 1998 best seller, The Milk Mustache Book, which he co-wrote...
COLUMNIST JOE KLEIN'S "THE BENETTON-AD PRESIDENCY" discussed the diversity of President Bush's choices for Cabinet posts [Dec. 27--Jan. 3]. But diversity is not merely a difference of color or ethnicity but also a divergence of perspective, opinion and experience. If the President is really interested in diversity, he will do well to name a Cabinet that sees things differently, challenges convention and perhaps even dares to disagree, instead of simply achieving a comfort level that feels good. That's true diversity...
...rentals apparently aren't enough for TV lovers these days. Consumers shelled out more than $2 billion last year to purchase DVDs of shows ranging from Seinfeld to The Simpsons to Sex and the City. And the TV industry is loving it. Historically beholden to fickle ratings and ad spending, studios are reveling in a new revenue stream for which costs are low (old show, new box) and profit margins high--as much as 50%, according to Merrill Lynch analyst Jessica Reif Cohen. By 2008, Cohen projects, the business will grow to $3.9 billion annually. The biggest beneficiaries: Time Warner...