Superbrands: Superbrands, Yes, But Sustainable?

Drug firms have made Claritin, Viagra and Paxil familiar names, but at a steep cost. Scour this year’s Superbrands list, and you’ll spot a bunch of now-familiar-sounding brands that zoomed from zero in media spending in 1998 to tens of millions last year. Most of them are drug brands-no surprise to TV watchers who feel they’ve been deluged with ads for medications like Claritin, Viagra and Paxil. Giants such as Schering-Plough, Pfizer and Glaxo-Wellcome have contributed

Project Ironman: The Technological Engine of Change

Customization and collaboration are the latest watchwords in the automotive industry, as new technology enables manufacturers to work together to build personalized vehicles. On a patch of dirty sand beside the Pacific stands a car that claims to represent the future of the motor industry. This seems strange, since only 500 will be made in the first year, at a cost of #61,500 each. What’s more, it appears to be made out of Meccano. The outrageously

Bringing Up Baby

Lots of sites want to tell parents how to raise their kids. But which ones can you trust with your own bundle of joy-better known as advertising dollars? Talk about having an inexhaustible audience. There will always be someone in need of a Web site on parenting. Unless civilization decides to stop procreating all together, it’s a demographic that constantly replenishes itself. Not surprisingly, there are plenty of sites aiming to please this demo. IVillage alone,

Shock Troops / The Tech Man

Mojo Risin’? – Armed with new ad serving technology, Gregory Raifman aims to take Mediaplex to the next level. Keeping an Internet firm afloat means keeping it flexible. A company must be able to advance its technology, alter its products and stay one step ahead of the ever-changing Net. If anyone knows this, it’s Gregory Raifman, CEO and president of Mediaplex, a San Francisco-based advertising technology firm. Since co-founding the company in 1996, Raifman has morphed

Shock Troops / The Ad-Venturer

Fly Guy – RC&P’s Robert Chandler applies his aeronautical passion to online advertising. Robert Chandler, you might say, works on the fly. The eclectic ad man, founder of the Los Angeles-based ad shop Robert Chandler & Partners, gets inspiration at the helm of either his 1944 Howard Navy plane or his Cessna 195, or simply by hanging out at the Museum of Flying in Santa Monica. As a matter of fact, it was at the Santa

Singing Praises of Streaming Media

With so many Web entertainment companies going belly up, how has House of Blues Interactive remained afloat? The principals let us in on House secrets. Since Wall Street began to sour on pure-play dot-coms last year, myriad financial woes have ravaged many online properties, with Web entertainment companies particularly hard hit. Even clicks-and-bricks ventures have struggled to find proper footing along the treacherous slope of declining e-businesses. One unlikely exception to the bursting Net bubble, however,