September 27, 2010
After creating US President Barack Obama’s successful online campaign and introducing Lance Armstrong’s yellow wristbands to the world, American marketing agency SS+K faces a new challenge – branding the State of Israel among American youths.The company has been hired in order to come up with various marketing schemes for diverse target audiences, and also to provide general guidelines for an Israeli public relations campaign in the United States. The agency had been paid a $250,000 fee for its work. The company’s executives met Deputy Foreign Minister Daniel Ayalon in New York over the weekend and presented him with their efforts so far. SS+K specializes in online marketing and operates primarily within social networks. It is responsible for President Obama’s online presidential campaign and first lady Michel Obama’s healthy food campaign to fight child obesity. More than 80 million units of their LIVESTRONG yellow wristbands, which were created together with road racing cyclist Lance Armstrong and sportswear giant Nike, were sold to raise cancer awareness. The campaign was initiated by the Conference of Presidents of Major American Jewish Organizations and Brand Israel, a Jewish-American organization using the services of marketing experts.