After its $3 billion merger with Northwest Airlines, Delta Air Lines is making plans to rebrand and change its marketing tactics.
Between January and November of 2008, Delta spent about $61 million on media, whereas Northwest had only spent $10 million during that time.
The airlines merged in October 2008, with Northwest becoming a subsidiary of Delta.
The rebranding process is part of the company's plans to integrate the two airlines.
For the full story, go to http://adage.com/agencynews/article?article_id=135411
Reebok Changes Advertising Account
Reebok has switched its advertising account from McGarryBowen to DDB.
Reebok has been in a downhill slide for the past several years. Its U.S. market share is down to 2% from almost 9% in 2005.
The company's head of global brand marketing, Rich Prenderville, said that they favored DDB because they could sense the agency's passion for creativity and they like their nontraditional thinking.
In their new marketing, they will be focusing on Reebok's traditionally stronger sector: women's fitness.
For the full story, go to http://adage.com/agencynews/article?article_id=135395
Text Hoaxes' Affect on Walmart
On March 18, a text message was passed around in at least 16 states warning women to avoid going to Walmart.
The texts, which were tailored to fit the particular area they were being passed around in, said that if women went to Walmart, they would risk being killed.
The police in many of those states have decided that this is a hoax and it can be traced back to a similar event that took place in 2005 in Tennessee.
This rumor happens to be at a very inconvenient time for Walmart, as they were getting ready for the much-anticipated release of Twilight on midnight of March 21.
For the full story, go to http://adage.com/article?article_id=135382
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