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|On the Scene|
|Monday, September 20, 2010|
BY EMMA HALL
Dean McBeth, Old Spice Community Manager at Wieden + Kennedy, as well as Senior Strategist for Procter and Gamble brands (if that's too much of a mouthful, just call him by his office nickname, which is Robot), gave a talk called "Old Spice and Exotic Social Media Animals" at The New Communicators, giving a behind-the-scenes look at how the successful marketing campaign came together.
More so than the iconic commercials, McBeth addressed the genre-bending marketing strategy utilizing emerging platforms—specifically YouTube, Twitter and Facebook—to interact directly with fans.
Once these six types of "partygoers" were identified, the team started crafting responses. From the time it took to receive a question to the time a video response was posted, it took an average of less than 15 minutes. The one that really made them sweat and took a few extra minutes? When George Stephanopoulos tweeted "Hey Old Spice Man -- Political question: President's lost some female support. How does WH get those women voters back?" The advice included the suggestion that President Obama should henceforth only be seen in a towel, along with the idea of ending the State of the Union address with "Presidential Ab Point."
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A new report highlights how Oregon bankers are giving back to their communities.
Since 1932 Tidewater Transportation & Terminals (operating as Tidewater Barge Lines and Tidewater Terminal Company) has operated a multicommodity transportation and terminal company based in Vancouver, Washington. The friendly expression on the company’s shipping containers reflects the attitude of about 330 safety and community-conscious employees but belies how complicated the barge business really is.
The Port of The Dalles has run marine facilities since the 1930s, but they are part of a larger mission to strengthen the local economy. They focus on regional economic development with a strong bent toward adding good-paying jobs in high tech, manufacturing and other industries.
Providing attendees with unique taste of the Northwest Reception.
CFM Strategic Communications turns 25 this year and is celebrating with a revamped website, special events for firm alumni and clients, a special-label wine and a list of 25 stories about its client work over the past quarter century.
The Atkinson Graduate School of Management at Willamette University has maintained its business accreditation by AACSB International—The Association to Advance Collegiate Schools of Business.