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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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Court experience helps legal firm anticipate potential problems for clients and prevent expensive litigation.
When Garmin AT needed to consolidate operations for its 550 employees, it scanned its entire corporate map for possible sites.
The technology industry is always in flux. And this rapid rate of change poses challenges to companies ranging from nimble startups aiming to make their mark to established organizations fighting to remain relevant. This is particularly true in the competitive digital display market, where an Oregon company has been at the forefront of nearly every major breakthrough in the last three decades.
A look back at the shifting sands of Portland’s growth and development.
Robert S. Wiggins has joined Lane Powell as a Shareholder in the Corporate/M&A Practice Group. Wiggins is a well-known lawyer, entrepreneur, and investor with more than 30 years of experience leading and advising established and emerging companies in the Pacific Northwest. Wiggins will focus his practice on offering outside general counsel services, including general corporate and board representation, business transactions and capital events.
DEDICATION PARTY: Help the Port of The Dalles celebrate its newest shovel-ready industrial land Friday, July 31, from 1:30 to 4 p.m.