Media Advertising

MINNEAPOLIS -- Best Buy announced that through Feb. 12 it is offering customers its buy back program for free. To promote the offer, Best Buy has launched a multi-media campaign that began with its Super Bowl spot featuring Ozzy and Sharon Osbourne and Justin Bieber.

Walmart SVP brand marketing Tony Rogers was recently added to the program at the Symphony IRI Group’s annual summit to be held this year in Miami on March 28 to 30. Rogers will join Univision Communications EVP corporate research, Elizabeth Ellers, for a presentation titled, “Making Hispanics Your Competitive Advantage at Retail.”

Slowly but surely the headwinds Walmart has faced for years in its domestic expansion efforts have begun to diminish to the point where major victories are now being scored. Two examples stood out this week on opposite sides of the country. The highest profile of these is the situation in New York where it may not seem like Walmart won a victory this week, but it did. Walmart’s entry into the city has been the subject of considerable and heated debate for at least five years, but the situation has come to head in recent months.

Walmart broke new ground in its media relations efforts this week when EVP Leslie Dach appeared on Comedy Central’s "The Colbert Report." This appearance on Comedy Central was a potentially high risk move as knows anyone who has ever watched host Stephen Colbert interview guest or laughed as correspondents on the Daily Show with Jon Stewart are able to make interview subjects look foolish without them realizing it. Dach is too sophisticated and articulate to allow that to happen and the purpose of his visit was to elaborate on the company’s healthy food initiative.

New York City -- Gap announced a series of changes to help revive its struggling namesake division, which hasn't posted a gain on an annual basis since 2004. The company has tapped the head of its outlet division, Art Peck, to replace Marka Hansen as leader of the Gap brand for North America, effective immediately. Peck is credited with growing the company’s highly-profitable Outlet business for the past three years. He also has been a primary architect of the company’s franchise business and international growth platform.

FRAMINGHAM, Mass. -- Staples Inc. announced that it will showcase its enhanced focus on new technologies and services in its retail stores with a new television spot airing regionally during the Super Bowl on Feb. 6. 

NEW YORK -- Banana Republic announced that as part of its spring 2011 marketing campaign, "Journey in Style," it will debut its first film trailer in select movie theaters and online. The campaign will also be featured in other media including print and store displays.

Developed with AR NEW YORK, Banana Republic's advertising agency of record, the campaign will appear in March publications, supplemented by print, outdoor, online and direct mail. The campaign will debut in store windows beginning Feb. 14.

New York City -- New York City residents spent nearly $200 million at about a dozen Walmart stores in the New York metropolitan area in 2010, up about 20% from the amount reported in a previous 12-month period, the company said Monday, according to Crain’s New York.

Although Wal-Mart does have any stores in New York City proper, the chain is determined to break into the market and is working to overcome opposition from labor, community and small business groups.