Speaking Channel TV’s Public Relations talk-show Inside Communications with Mike Bako has released its latest interview with Maureen Lippe, founder of Lippe Taylor Brand Communications. Ms. Lippe sat down with host Mike Bako to discuss how the ever-changing tastes and behaviors of women create a challenge for even the most powerful brands.
Ms. Lippe, who started her firm over 20 years ago, is an expert at catching the eye of the press with creative campaigns. For her award-winning campaign for Jenny Craig, Ms. Lippe explains how crucial it was to do something immediate and exciting – something they found with a celebrity endorsement through Kirstie Alley. Through Kirstie’s diet struggles, Lippe Taylor was able to create a world-wide cheering section, creating an emotion connection between Kirstie and potential dieters.
In recent years, more and more brands are targeting real women, rather than celebrities, to represent brands. Women of all ages seem to see most celebrity endorsements as paid, rather than genuine, praises for a brand. With their proprietary market research direct-to-teens and direct-to-moms, Lippe Taylor is able to understand this tolerance for endorsements and other motivators that drive customers to buy – or not buy – certain products. Campaigns have to be smarter and more creative to make it engaging, and this is why brands are desperately seeking the attention and approval of social media and blog influencers even before a product hits the shelves. The next big thing? Ms. Lippe says the next few years will be all about mobile marketing.
“I think mobile marketing is going to get stronger and it’s going to get more direct,” explained Ms. Lippe. “We don’t know if customers necessarily have a computer, but we know that they most definitely have a cell phone.”
The full interview is now online. To learn more about Maureen Lippe and Lippe Taylor’s work with women, click here.
About Lippe Taylor Brand Communications:
Founded by Maureen Lippe, former editor at Harper’s Bazaar and Vogue Magazines, Lippe Taylor creates award winning marketing and public relations campaigns for an impressive roster of clients in health, beauty, fashion and lifestyle. With a particular expertise in “Marketing to Women,” Lippe Taylor specializes in brand communications that engage women with exciting programs that cross traditional, digital, and social media. Since 1988, the independent agency has launched innovative programs for some of the world’s most significant and successful brands such as Proctor & Gamble, Kao Corporation, L’Oreal, Clairol, The Limited, Nestlé, Johnson & Johnson, Bristol-Myers Squibb, David’s Bridal and IKEA. For more information, visit http://lippetaylor.com/.
About Inside Communications
Discussing the strategic brilliance of PR campaigns is one of the main focuses of Inside Communications with Mike Bako. Featuring guests from all sectors of PR, viewers improve their understanding of what it takes to develop and execute a successful PR campaign. To view videos of previous shows, click here. To be a guest on Inside Communications, please e-mail producer@speakingchannel.tv.