Mercantile Exchange breaks branding push
the chicago Mercantile Exchange is introducing its first branding effort, an estimated $5 million global print push that could usher in a new marketing era for the obscure world of derivatives trading. The push, which comes amid an industry shift to digital trading, is designed to enhance the exchange's profile around the world by showcasing some of the high-profile hedge-fund executives, money managers and insurance stalwarts who use its services. The mid-seven-figure effort will run ads in global financial publications such as The Wall Street Journal and Forbes. "We've found that we're highly respected within the world of our users," said the exchange's chief marketing officer, John Roberts. "Our challenge is to convey that beyond our present users."
Ford taps Boeing's Mulally to take president-CEO role
in a surprise move, Ford Motor Co. named an industry outsider-Boeing Co. veteran Alan Mulally-as its president-CEO and to its board of directors, effective immediately. He succeeds William Clay Ford Jr. in the CEO position. The automaker announced in a statement that Mr. Ford will become executive chairman, concentrating on strategic repositioning efforts. Mr. Mulally, 61, had a 37-year tenure at Boeing and had been an exec VP and also president-CEO of its commercial-airplanes unit since 2001. Mr. Ford credited Mr. Mulally with turning around that unit. Mr. Ford also praised his "deep experience" in customer satisfaction, labor relations, manufacturing and supplier relations.
Time4 Media combines sites for skiing mags
the time4 Media division of Time Inc. has abandoned the "companion" websites for Ski and Skiing magazines in favor of a revived "destination" site at skinet.com. The move echoes last January's combination of the individual companion sites for Time Inc. titles Fortune, Fortune Small Business and Business 2.0 with cnnmoney.com. Mountain Sports Media, the Time4 division that houses Ski and Skiing, tried the destination approach first, building skinet.com in the early 1990s as a comprehensive site for content from both titles. But independent branded sites for each magazine appeared in the late 1990s, and by 2003 skinet.com had gone dark.
ESPN dumps Yahoo network for Quigo deal
yahoo's contextual-ad network is losing a prized relationship with ESPN's website, which has reached an exclusive deal with contextual-ad firm Quigo. Quigo will now provide espn.com, which is owned by Walt Disney Co., with private versions of its Ad Sonar technology platform, allowing the sports publisher to auction sponsored links to its advertisers. While Yahoo and Google continue to increase the size of their search and contextual-ad networks, some publishers are opting for companies that allow them to deal directly with advertisers. "We've been told by many advertisers that they'd like to buy espn.com directly rather than through a network," an espn.com spokesman said. "Now we can leverage our brand with an ESPN ad auction, which gives advertisers more options than they had before."
Motorola extends NFL deal into 2011
motorola has spent an estimated $250 million to lock up valuable media space: coaches' headsets on National Football League games for the next five years. The deal extends its agreement with the NFL as exclusive telecommunications supplier and partner through the 2011 season. Terms of the agreement were not announced, but executives close to the deal pegged it at $250 million over five years. In addition, the marketer will continue to keep its media buys on games separate from the sponsorship agreement.