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☆ I worked for Beyoncé for a year. She wasn't a diva and wasn't passive — it was a master class in executing a creative vision
▼ + stars: | 2024-03-29 | by ( Michelle Mastro | ) www.businessinsider.com time to read: +6 min

Marcus Collins shares the major lessons he learned helping Beyoncé to bring her fan base online. I started working with her in 2009, as her director of digital strategy and new media. The team would put together our recommendations, and we'd present these ideas to her father, Matthew Knowles, who was overseeing Music World Entertainment, which produced her earlier work. We stopped working on building Beyoncé an online community and instead started engaging with the online community that already existed. It was at this point that her community started to take shape.

Persons: Marcus Collins, Beyoncé, Collins, —, Matthew Knowles, Sasha Fierce, She's, it's, you've Organizations: Service, Ross School of Business, University of Michigan, Beyoncé, World Entertainment, Facebook

☆ I worked for Beyoncé for a year. She wasn't a diva and wasn't passive — it was a master class in digital strategy
▼ + stars: | 2024-03-29 | by ( Michelle Mastro | ) www.businessinsider.com time to read: +5 min

I started working with her in 2009, as her director of digital strategy and new media. Don't build community, facilitate itPart of my job in overseeing Beyoncé's digital strategy was maintaining her Facebook page and Twitter account. The team would put together our recommendations, and we'd present these ideas to her father, Matthew Knowles, who was overseeing Music World Entertainment, which produced her earlier work. We stopped working on building Beyoncé an online community and instead started engaging with the online community that already existed. It was at this point that her community started to take shape.

Persons: Marcus Collins, Beyoncé, Matthew Knowles, Sasha Fierce, She's, it's, you've Organizations: Ross School of Business, University of Michigan, Beyoncé, World Entertainment, Facebook

☆ You almost never saw the most famous Super Bowl ad of all time
▼ + stars: | 2024-02-12 | by ( Chris Isidore | ) edition.cnn.com time to read: +5 min

New York CNN —The most famous – and arguably the best – Super Bowl ad in history, the Apple “1984” ad, was nearly killed by the company for whom it was made. But Apple’s board of directors hated the 1984 ad, according to some of the ad executives who worked on the campaign. They hated it so much, in fact, that they ordered the agency that made it, Chiat/Day, to sell off the time they had already purchased on that year’s Super Bowl, rather than run the ad. He said it also changed the way that companies thought about Super Bowl ads in the 40 years since it aired. Chiat/Day, the agency that created the ad people are still talking about 40 years later, was fired by Apple soon afterward.

Persons: ”, ’, it’s, Lee Clow, Steve Jobs, Steve, ‘, ’ ” Clow, “, Jobs, John Scully, ” Clow, ” Apple, Clow, Frazer Harrison, Marcus Collins, ’ ”, Ridley Scott, Scott, Scully Organizations: New, New York CNN, Apple, Apple Computer, Global, Getty, University of Michigan, Super, Pepsico Locations: New York

☆ Super Bowl commercials 2024: Here's what viewers can expect
▼ + stars: | 2024-02-09 | by ( ) www.cnbc.com time to read: 1 min

Share Share Article via Facebook Share Article via Twitter Share Article via LinkedIn Share Article via EmailSuper Bowl commercials 2024: Here's what viewers can expectMarcus Collins, University of Michigan marketing professor and ‘For The Culture’ author, joins 'Squawk Box' to discuss this year's Super Bowl commercials, whether they make financial sense for companies, and more.

Persons: Marcus Collins Organizations: University of Michigan

WILL SHOPPERS FIND BLACK FRIDAY DEALS THIS YEAR? HOW MUCH ARE SHOPPERS EXPECTED TO SPEND? Spending online during Black Friday is expected to rise 5.7% to roughly $9.6 billion, according to Adobe. WHAT ARE RETAILERS DOING TO ATTRACT HOLIDAY SHOPPERS? Macy's CEO Jeff Gennette on Thursday said the competitive landscape has shifted to Black Friday deals prior to Black Friday.

Persons: Marcus Collins, Collins, Jane Hali, Max, Lancome mascaras, Bobbi Brown concealers, Dana Telsey, Leonardo Fernandez Viloria, David Bujnicki, Kimco, Jeff Gennette, Mattel, Steve Totzke, Juveria Tabassum, Savyata Mishra, Richa Naidu, Helen Reid, Herbert Lash, Josie Kao Organizations: Retailers, Department, Ross School of Business, University of Michigan, Dollar, Walmart, Associates, Nordstrom, Adobe Analytics, Electronics, Mastercard, National Retail Federation, Telsey Advisory, Sensormatic Solutions, U.S, Black, REUTERS, Adobe, Labor, Kimco Realty Corp, Consumers, Deloitte, Reuters, Thomson Locations: U.S, Europe, Philadelphia, China, United States, Caracas, Venezuela, Panama, Israel, Sixth, Washington, Germany, India, Spain, United Kingdom, Bengaluru, London

[1/4] Consumers struggle to enter a store to buy shoes in a store at a shopping center during Black Friday sales, in Caracas, Venezuela November 25, 2022. WILL SHOPPERS FIND BLACK FRIDAY DEALS THIS YEAR? HOW MUCH ARE SHOPPERS EXPECTED TO SPEND? Spending online during Black Friday is expected to rise 5.7% to roughly $9.6 billion, according to Adobe Analytics. Macy's CEO Jeff Gennette on Thursday said the competitive landscape has shifted to Black Friday deals prior to Black Friday.

Persons: Leonardo Fernandez Viloria, Marcus Collins, Collins, Dana Telsey, Jane Hali, Max, Lancome mascaras, Bobbi Brown concealers, Jeff Gennette, Mattel, Steve Totzke, Juveria Tabassum, Savyata Mishra, Richa Naidu, Helen Reid, Josie Kao Organizations: Black, REUTERS, Retailers, Department, Ross School of Business, University of Michigan, Labor, National Retail Federation, Telsey Advisory, Sensormatic Solutions, U.S, Adobe Analytics, Dollar, Walmart, Associates, Nordstrom, Adobe, Consumers, Deloitte, Electronics, Mastercard, Reuters, Thomson Locations: Caracas, Venezuela, U.S, Europe, Philadelphia, Panama, United States, United Kingdom, China, Bengaluru, London

☆ Apple’s new challenge: making VR headsets look cool
▼ + stars: | 2023-06-10 | by ( Jennifer Korn | ) edition.cnn.com time to read: +6 min

But behind this speculation is a more serious potential problem: even Apple may struggle to make VR headsets look cool. The new headset, which blends both virtual reality and augmented reality, is Apple’s most ambitious – and riskiest – new hardware product in years. In one early marketing image, a woman is shown wearing the headset while dressed in very chic clothing and lounging in an upscale living room. Apple’s silhouette ads in the early 2000s somehow managed to make not just iPods look cool, but also wired headphones. People use phones as Apple's Vision Pro headsets are on display at Apple's annual Worldwide Developers Conference at the company's headquarters in Cupertino, California, U.S. June 5, 2023.

Persons: Tim Cook, Palmer Luckey, Oculus, memed, It’s, Robert Scoble, Larry Page, “ Robert, “ They’re, ” Lisa Peyton, “, Loren Elliott Loren Elliott, Reuters “, ” Marcus Collins, Collins, “ you’re, Alan Dye, it’s, ”, ” Peyton, “ It’s, they’ll Organizations: New, New York CNN, Apple, Facebook, Google, University of Oregon, CNN, Developers, REUTERS, Reuters, Ross School of Business, University of Michigan Locations: New York, —, Cupertino , California, U.S

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