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IKEA wins big award for small space marketing

BY HBSDEALER Staff

IKEA has been named "best small space solution" by The Intelligence Group, a consumer insights firm, publisher of the Cassandra Report, which highlights youth trends and behavior. 

IKEA was one of the winners of the group’s first Cass Awards, which were awarded to companies and brands that best reached Generation Y through their marketing efforts last year.

The company showed young, broke city dwellers how to make the most of small spaces by cramming the contents of an entire warehouse into a 10.5 x 8.8 cm Web banner. Despite its small size, the resultant banner was patently shoppable and the retailer turned the once-thought-arbitrary sidebar Web banner into a functional, useful, and even enjoyable interactive application. Users could “browse” the banner by department, scroll over its miniscule thumbnail images to enlarge them, and click to be redirected to a product’s page for immediate purchase. IKEA planted the banner on the real estate sections of community websites, targeting the host of urbanites in search of serviceable studios and converted 1BRs.

“This is an exciting time for the advertising industry as so many brands are constantly breaking new ground in their efforts to engage elusive young consumers” said Joe Kessler, president, The Intelligence Group. “We felt that it would be worthwhile to take a step back and bookmark some of the cutting edge campaigns that are leading the way by putting their understanding of young consumers into play in daring and unexpected ways. The best activations have two important characteristics in common — each one is true to the brand or product it represents, and each displays an element of technology innovation or creative expression we hadn’t seen before.”

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Newell Rubbermaid reaffirms outlook

BY HBSDEALER Staff

Newell Rubbermaid announced it will reaffirm its fiscal year 2013 outlook, as provided in its fourth quarter 2012 earnings press release dated Feb.1, 2013, during its presentation Thursday at the Consumer Analyst Group of New York (CAGNY) conference.

The company’s guidance and key assumptions for the full year 2013 are as follows: 

  • Core sales increase of 2% to 4%;
  • Net sales are expected to grow 1% to 3%; and
  • Normalized EPS growth of 5% to 8%, or $1.78 to $1.84.

The company’s 2013 normalized EPS expectation excludes between $90 million and $110 million of restructuring and restructuring-related costs associated with Project Renewal. (A reconciliation to normalized results is included below.) 

The company said it is on track to realize cumulative annualized cost savings of approximately $270 million to $325 million by the second quarter of 2015 related to Project Renewal, with cumulative annualized savings of $90 million to $100 million expected by the first half of 2013. The company intends to reinvest the majority of Project Renewal savings in the business to strengthen brand building and selling capabilities and accelerate growth.

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Sustainable Forestry Initiative names new VP

BY Ken Clark

Andrew de Vries has joined the Sustainable Forestry Initiative as VP conservation, indigenous and government relations. He will oversee the SFI conservation program in Canada and engage Native Americans, First Nations and Metis groups both in the development and use of the SFI standard.

He will also work with governments in Canada and Europe to ensure inclusive forest certification related policies. 

"Andrew brings more than 20 years of wildlife conservation and natural resource management experience to SFI and will lead our forest conservation efforts in Canada," said Kathy Abusow, president and CEO. "His ability to work with a wide variety of forest owners and communities dependent on this valuable resource makes Andrew an excellent fit for the SFI program." 

Most recently, de Vries was the Chief Biologist for the Forest Products Association of Canada (FPAC), Canada’s national forest industry trade association, where he led conservation and aboriginal engagement efforts, while also working on the development of government policies in these areas. 

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