ML Search

They want men to choose the days they live with stubble and those they choose a clean-shaven face.  In any case, they are sponsoring web content: the catch; they don’t show razors. The article reveals that Brad Harrison, the senior group marketing director for Schick Hydro, avoided temptation. 

 “I’m the brand guy, and my first instinct was, ‘Can’t we make the guys shave when they get home from surfing at night?’ ” Mr. Harrison said at nytimes.com. “‘And why can’t they all wear Schick T-shirts?’”

 His restraint will show us how cool content can turn into engaged men – and not “engaged to be married.” Look for others to follow his lead.

This is a significant move in the world of media and entertainment. As we have said, brands, media and entertainment are converged. This shows — not only that MediaVest is serious – but that they have a person that “gets it” at the helm.

As SMG CEO Laura Desmond, commented in AdAge.com: “Brian weaves together … a keen sense of how to create partnerships and deals, mastery of content and an understanding that it’s [both] traditional and nontraditional messaging.”

Is this the beginning of content leading the media industry?

Welcome to the ML Search site and our blog “Content Matters.”

In these writings we will look at the new demands on media and entertainment executives in a converged world.

As we all know, the challenges have never been greater to find a share of voice, share of mind, and just plain old audience share.

Beyond the world of minute-to-minute ratings is how to engage the audience on multiple platforms.
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