Switch is always bustling with activity, and this month is no exception – catch up with the latest company and network developments.
Crocs Moves Global Business to Cramer-Krasselt
Following an extensive three-month review process, Crocs inc., maker of the distinctive and popular line of footwear has named the US ICOM member Cramer-Krasselt as its global agency of record. This marks the first time that the company has consolidated all of its advertising, media, digital and public relations with a single, integrated agency. The Chicago-based office will handle brand strategy, creative, interactive, online, media planning and buying, and public relations, with global support through the agency’s ICOM network.
Crocs became an overnight sensation, but with spending on the product being lower than $5 million through the first eight months of 2009, the challenge is on. Through the insight that many Crocs lovers aren’t familiar with the variety of styles, the aim is to further differentiate the brand and expand awareness by sharing the unique story and substance behind Crocs. The first work is expected to launch in Spring 2010, so watch this space!
Crocs became an overnight sensation, but with spending on the product being lower than $5 million through the first eight months of 2009, the challenge is on. Through the insight that many Crocs lovers aren’t familiar with the variety of styles, the aim is to further differentiate the brand and expand awareness by sharing the unique story and substance behind Crocs. The first work is expected to launch in Spring 2010, so watch this space!
Cramer-Krasselt Launches the Porsche Panamera
Having handled the creative and media account for Porsche in the US
since
September 2007, the Chicago-based ICOM member Cramer-Krasselt was this year given the daunting task of launching the
newest member of the Porsche family – the Panamera. A four-door, luxury sedan with the spirit of a sports car – the first ever sports thoroughbred for four!
Why daunting? Auto sales in 2009 are expected to be at their lowest level since 1970. Unemployment in the US is up by 9.7%. We also had the global credit crunch stemming from the US, and their economy is still licking its wounds. Luxury brands like Tiffany, Bvlgari and Yves Saint Laurent have seen their sales drop significantly, and here are Porsche US launching a car that starts at € 81,108!
Over and above all this, there was the issue of credibility. Credibility from “outsiders” that Porsche cannot have a luxury car and “insiders” that Porsche should not have a luxury car because it’s not a sports car! Nonetheless, Porsche, spending an estimated $15 to $20 million, and Camer-Krasselt are successfully launching this jewel of a car with a campaign that declares the Panamera as the newest branch on the Porsche family tree.
Why daunting? Auto sales in 2009 are expected to be at their lowest level since 1970. Unemployment in the US is up by 9.7%. We also had the global credit crunch stemming from the US, and their economy is still licking its wounds. Luxury brands like Tiffany, Bvlgari and Yves Saint Laurent have seen their sales drop significantly, and here are Porsche US launching a car that starts at € 81,108!
Over and above all this, there was the issue of credibility. Credibility from “outsiders” that Porsche cannot have a luxury car and “insiders” that Porsche should not have a luxury car because it’s not a sports car! Nonetheless, Porsche, spending an estimated $15 to $20 million, and Camer-Krasselt are successfully launching this jewel of a car with a campaign that declares the Panamera as the newest branch on the Porsche family tree.
Switch Hosts ICOM Conference
ICOM, the world’s largest network of independent advertising and marketing
communications agencies, has held its annual regional conference in Malta.
Every fall members get together at regional meetings that rotate among members’ cities. For over three years Switch has been a proud and active member of the network, attending board meetings at both regional and worldwide level. This year, Switch had the honor of holding this global annual event for the first time on Maltese shores. The regional meeting took place at the Le Meridien Resort & Spa in Balluta Bay, St. Julian’s on September 25 and 26, 2009.
The conference gathered ICOM partners from over 25 cities, including Milan, Moscow, Sao Paulo, Istanbul and Chicago, to name a few. The attendees of the ICOM conference had the opportunity to obtain useful tips and information presented by speakers such as Robb High from Robb High Associates, New York; Jeannette Liendo from Microsoft, Paris; Karen Seaman from Cramer-Krasselt, Chicago.
Every fall members get together at regional meetings that rotate among members’ cities. For over three years Switch has been a proud and active member of the network, attending board meetings at both regional and worldwide level. This year, Switch had the honor of holding this global annual event for the first time on Maltese shores. The regional meeting took place at the Le Meridien Resort & Spa in Balluta Bay, St. Julian’s on September 25 and 26, 2009.
The conference gathered ICOM partners from over 25 cities, including Milan, Moscow, Sao Paulo, Istanbul and Chicago, to name a few. The attendees of the ICOM conference had the opportunity to obtain useful tips and information presented by speakers such as Robb High from Robb High Associates, New York; Jeannette Liendo from Microsoft, Paris; Karen Seaman from Cramer-Krasselt, Chicago.
