Brands find danger in using controversy to court buzz

05/13/2013 | New York Times (tiered subscription model), The

A number of big-name advertisers -- such as Ford, GM, Reebok and PepsiCo -- have been forced to issue apologies in recent weeks after running racy ads that offended some viewers. Marketers say the pursuit of digital buzz is leading some brands to overreach in the attempt to produce hip or edgy content. "It's the pressure to create 'viral' advertising, the urge to get more views online, that leads people to push the envelope," said Tor Myhren, chief creative officer at Grey New York.

View Full Article in:

New York Times (tiered subscription model), The

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Senior Manager, Marketing
IAB
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA