Communications Portfolio

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(310) 285-8444
           6210 Wilshire Blvd, Ste 209
           Los Angeles, CA 90048
         USA

Portfolio - Polaris Blue Communications

More Portfolio Examples Available on Request

Kodak

We represented Kodak for over 10 years as below the line and marketing support for their in-house marketing Consumer and Professional teams.

As Below-The-Line Agency, we were responsible for generating high level continuous activity using all retail channels for consumer and professional products through very aggressive maximization of Above-The-Line investment, media promotions, strategic partnerships and communications.

We would run approximately 15-20 major activities at any one time. We were also responsible for developing large scale strategies to launch new business units, new products and develop new channels..

Here is an example of a strategic co-promotion using Pringles through a retail outlet chain.

Kodak and Pringles cooperated at both a costing and distribution level to ensure that there was the greatest amount of market penetration and awareness for the promotion.

The co-promotion was extremely successful for both brands, resulting in many thousands of of consumers taking up the offer.

This is another strategic co-promotion for Kodak through a Cinema Chain partner. This was linked to Kodak's connection to the movie industry as the brand of choice for the film used in the industry.This was also implemented together with an 'Oscars' promotion, where responders could win an all expenses paid trip for two to attend the Oscars.

Skechers

In line with the contractual agreement which Skechers had with its international principal, a certain percentage of sales had to be reinvested into Above-The-Line advertising and marketing. In order to ensure maximum value, we were brought in by Skechers to generate high volume added value in their selected advertising channels and beyond. We used this leverage to establish major strategic partnerships where both parties derived immense benefit from each others brand positioning and advertising and marketing investments. We represented Skechers as their “in-house” outsourced marketing and promotions department. We were responsible for continuously ensuring high levels of exposure through above the line maximization using brand exposure and awareness through in store promotions, magazines, web, radio, television and sponsorships.

This promotion was run as a high level exposure campaign aimed at the Skechers target market, using visual collateral in all Skechers retail stores. We partnered with a radio station and used this medium to channel our market into the stores which then provided the most access to the product and the brand. Skechers received thousands of entries, the information of which was used to build an online newsletter database.

Barbie and Matchbox

We represented Barbie and Matchbox as below the line interactive agency for approximately 2 years.

Our primary role was the co-ordination of strategic partnerships with other brands that would enhance our limited marketing budgets using their channels.

We co-ordinated national live Barbie appearances and promotions, interactive competitions through target market channels being nursery schools, mothers groups, dance schools etc.

We had approximately 12-15 activities running for the brand at any given time through direct promotion, advertorial, editorial, competitions and co-promotions with appropriate strategic.

Nutrikids

We represented NutriKids – a children’s chewable vitamin distributed through Aspen Pharmacare, as marketing, communications and promotion support to their in-house marketing department.

Our primary roles were Above the Line maximization as well as Strategic Partnership Management. We would continuously review the advertising spend and then use this to generate additional added value for the brand using primary and secondary channels. We would source, generate, nurture and maintain strategic relationships with brands which we could co-promote with using their channels thus getting to our target market using other channels other than the existing ones available.

This essentially halved our marketing costs as they were shared, and doubled our exposure points as we were able to use our strategic partner’s channels and outlets. In this instance, we partnered with the movie IceAge and used the promotion in stores as a coloring in competition for kids. This was used to great benefit for all concerned as it allowed the Ice Age marketing team to get into our channels without it costing them anything, and allowed us to use their channels without it costing us much. A perfect strategic partnership. Again, entries were used to build a database for a Nutrikids membership Club through which we ran other targeted promotions and brand interactive activities.

McCain

We were brought in by McCain to implement aggressive Above the Line Maximization, promotions and marketing campaigns as support for their in-house marketing team.

We continuously reviewed their advertising investment and used this to capitalize on extreme added value in all areas. We also conceptualized high level promotional concepts in tandem with the McCain marketing team in order to look for alternative channels to run marketing campaigns other than the McCain traditional channels.

This recipe book is an example of this. We were now able to expose the McCain brand in major bookshops and booksellers around the country ensuring that our target market was exposed to the brand not only in their primary area being supermarkets, opening up another untapped area of awareness.

Soviet

We represented Soviet Jeans as their primary marketing, above and below the line, communications department. Client calculated that it was more cost effective and work efficient to utilize an outsourced team rather than employ in-house.

Our role was to conceptualize above the line campaigns, orchestrate and creatively direct the shoots, created the media lists, booked these using this as a very valuable leveraging tool. We placed all above the line campaigns and negotiated commissions back to the client as we were on a retainer.

We were responsible for sourcing street models – we never utilized agency models for our campaigns and were thus able to obtain complete usage rights without additional costs.

Tylenol

We were brought in by Jansen Cilag to handle the Tylenol and Tylenol Infant drops above and below the line campaigns, promotions, and marketing support. We continuously conceptualized highly interactive and highly branded promotions using various tools.

This is an example of a strategic co promotion between Tylenol and Chicco in the form of a re-writable fridge magnet which was bundled with all Chicco products through baby supply retail outlets, and Tylenol product in pharmacy. It was accompanied by a Fever Management booklet and list of contact emergency numbers. This was an extremely successful campaign and was used to build up a database of mothers who then received online information and support from Tylenol.

Paul Mitchell

We were brought in by Paul Mitchell to handle all their above and below the line activity. We worked to secure relationships with salons and outlets using co promotions and mutually beneficial activities which were of great success to all parties.

We continuously generated competitions, activities, promotions and strategic partnerships and had in excess of 10-15 activities running monthly at any time over a 5 year period.

Fresh Look

We represented Fresh Look contact lenses for approximately 4 years as full interactive, marketing and promotional agency supporting the small in-house marketing team of one.

Our role was to conceptualize interactive strategic promotions to engage target markets using alternative channels to where Fresh Look was available being Optometrists. The client brief was to make contact lenses fashionable.

We partnered with high profile fashion, accessory and style partners in order to associate colored contact lenses with funky, current styling, fashion and accessorizing. The below illustrates a national interactive promotion with Carlton Hair International. Entry instructions were available in the holder which directed the public on a designated entry website.