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Red Nose Day…Takes a Nosedive

June 3, 2015

red nose day

This year, the U.S. was introduced to Red Nose Day – a campaign that originated in the U.K. dedicated to raising money for children and young people living in poverty by simply having fun and making people laugh.  Since 1988, Red Nose Day has raised more than $1 billion in the U.K. Through several different advertising platforms, companies like NBC and Walgreens (the exclusive retailer for Red Nose Day) attempted to educate the nation about Red Nose Day and encourage donations to the Red Nose Charity. NBC spearheaded the event and hosted a live three hour show on May 21st featuring all of Hollywood’s biggest names – Jennifer Aniston, Julia Roberts, Seth Myers, Neil Patrick Harris and more – which helped raise more than $21 million. Unfortunately, while the U.S. was able to raise a significant amount of money for the charity, the campaign paled in comparison to the numbers the U.K. has been able to put up in years past.

Two things interested me about this campaign. First is the amount of media space donated to promote the initiative. From print and digital space to airtime for spots to billboards, media partners such as Outfront Media, Conde Nast, iHeartMedia, Rolling Stone, Spotify and more generously donated their coveted ad space to promote the NBC program and the entire campaign. According to AdWeek, “NBC puts the value of the donated media ‘in excess of $10 million.’” I’ve seen media companies donate space before – back in 2012 a number of them made sizable donations to charities to benefit the victims of Hurricane Sandy. To me though, because this was a scheduled event (whereas nobody could have predicted the damage that Sandy left behind) it impressed me how much these media partners stepped up.

What also interested me about Red Nose Day was that even though over $10 million dollars was spent to promote Red Nose Day and the telecast on NBC, ratings for the program were nothing short of disappointing. Even though over $21 million was raised, the three-hour charity comedy show received just a 0.8 rating — down 27% from the previous week’s primetime lineup — among adults 18-49, and averaged a modest 3.2 million total viewers (U.K’s program saw over three times that amount).

This started to raise a few questions. Was it a lack of brand awareness? Did people not know about the telecast? Or perhaps people simply skipped out early for the holiday weekend. A quick poll of the Ebben Zall office went pretty much like this: “I’m writing my blog on the Red Nose Day show” “…the what?” It was hard to believe that while the event is so popular in the U.K., the U.S. would fail to bring in a large audience.

In my opinion, the show should have been on another night. Even though it was in prime time, by Memorial Day, many people have said goodbye to TV until after the summer. Their favorite shows have just wrapped up and they’re ready to enjoy summer and being outside again. Honestly, any show would have put up disappointing numbers that week. Also, the campaign needed more brand awareness – more in your face advertising. With a lineup of celebrities ranging from comedians, actors, reality TV starts, country artists, rock artists (the list goes on and on!) there’s no reason people would not be interested in the show NBC put on.

So until next year, Red Nose Day. I’m looking forward to you not only raising a lot of money – but a lot of ratings too!


What’s my favorite ad of the year? The one that was able to make it.

December 4, 2014


Well, another year has passed and it’s time to evaluate which ads have been great and in some cases, not-so-great.

In the spirit of being optimistic, I’d like to focus on my absolute favorite advertisement of the year. Ironically, the ad that did it for me was a Super Bowl ad that actually didn’t even play during the Super Bowl. I know, you’re probably thinking-how can an ad get Super Bowl street cred without actually airing during the big game? Yes, some ads are just that good.

Well if you were fortunate enough to see Newcastle Brown Ale’s advertising campaign “If We Made It” starring Anna Kendrick, then you probably understand the value of this ad. And I’m not the only who gets it- the spot happens to be Adweek’s pick for the No. 1 ad campaign of 2014.

For those who haven’t seen it – Newcastle had big plans to buy one of the most coveted advertising positions out there, a 30 second spot during the biggest sporting event of the year. After crunching the numbers however, they suddenly realized that they were missing one minor detail: money. Not exactly a technicality, right? Well Newcastle’s rebound plan was nimble and smart. Perhaps it would be more accurate to call it a touchdown-right?

Realizing they were short on funds, Newcastle decided to go the self-deprecating route and be open and forthcoming in their ads. “If We Made it” was Newcastle’s way of acknowledging their potential for an amazing commercial- hence the “if we made it” title.

“The whole concept and the meta wormhole that it went down was just too beautiful not to do,” says Quinn Kilbury, who (as Newcastle’s brand director at the time, oversaw the effort). He tells Adweek, “It just felt very clear—‘How could people not talk about this?’ As long as the creative was somewhat reasonable—because the idea is so different and unique and completely contrary to everything else that happens in the Super Bowl.”

Newcastle launched this campaign a few weeks prior to the Super Bowl airing, and it almost went viral immediately.

The campaign generated over 1 billion media impressions! That’s right, 1 billion- and according to Kilbury, the statistic puts him in the same playing field as the advertisers who ponied up millions of dollars for a spot during the actual game. “That’s what the big Super Bowl advertisers do,” says Kilbury. “If you hit a billion you’re happy—like at Pepsi, it means you did your job.”

In my opinion, this humbling and in-your-face approach was genius and provided the results Newcastle was looking for. Because Newcastle didn’t try to compete with competitors like Budweiser on advertising spend, they had to rely on the intellect and creativity to intrigue their audience in a completely different way. The bubbly celebrity appearance by Anna Kendrick didn’t seem to hurt either. Anna currently has a Twitter following of over 3 million and several blockbuster movies- she’s the perfect spokesperson for a beer brand. Check out this edgy girl-next-door breaking barriers by endorsing products, and doing it well.

If you haven’t seen Kendrick’s new Kate Spade ad, you’re missing out! Watch it here:

Another “Thumbs Up” for Facebook

October 2, 2014


At EZG, we have a common request asked of us by our clients – they want to target their advertisements by appropriate demographic and target their audience based on behavior and context.

Simply put, our clients want to be able to do more than just target broad audiences like “Adults 25-54”. They want to be able to reach specific people who are interested in their products or services, and possibly already shopping around for it! Ideally, these potential customers would be talking about it on social media as well.

As advertisers, we’ve had popular search engines like Google and Yahoo! on our radar for years as our go-to sites for targeting. However, there is another advertising platform that is quickly becoming a top contender in the industry – and that heavyweight is social media.

This week, Facebook rolled out a new ad network titled Atlas,(Atlas is a former product of Microsoft that Facebook purchased last year for about $100 million) which now allows the site to follow users across the web and serve ads to them on non-Facebook sites.  The ads they are served will be based on information they have listed on their Facebook profiles.

For example, if a woman posts a Facebook status about recently having a baby, Atlas will allow advertisers to serve her ads relating to diapers, baby clothes, etc.  Sounds like a targeted dream come true, right?

In a blog post posted by Erik Johnson (Head of Atlas) earlier this week, he explains that there is a lot of room for improvement in this type of advertising. According to Johnson, “Today’s technology for ad serving and measurement – cookies – are flawed when used alone. Cookies don’t work on mobile, and are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world”.

Sounds like a flawed system, but Johnson believes that Atlas acts as a way to solve the problem by using something called people based marketing.

As an advertiser, there were a few things that I found interesting about Atlas. First, I think it’s great that Atlas tracks social media users across all devices. Obviously, mobile and tablet use by consumers is increasing, and it makes sense for advertisers to be able to serve targeted ads on these popular devices.

Secondly, I love the measurability that Atlas provides. Johnson writes that “Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales”.  For us, this is a huge benefit of the tool.

Our clients are very careful with how much they like to allocate towards their advertising budget and are very concerned with each campaign’s ROI. This can be a great way to track an advertising campaign’s success and the results can guide us in the optimization process.

I’m looking forward to seeing the positive impact Atlas will make for advertisers. I think Atlas could be a real game changer in the industry and hopefully something EZG will implement in our targeted campaigns.

It is really astounding how social media networks are now competing with sites like Google on advertising space. Who knows, will Twitter be next?

Advertising Works, And I’m Proof!

August 14, 2014

not a chainAs advertisers, we sadly see companies represent themselves only as the way the public perceives them. They fail to define themselves by what they truly stand for and believe in. Unfortunately, we have seen that these types of stereotypes can make or break a company’s reputation and influence the effectiveness of their ad campaigns. Ads shouldn’t be created by what the target audience wants or expects to hear, they should represent a company’s standards and what they ultimately want to be known as.

I have actually recently experienced the power of an authentic advertising campaign.

On a gorgeous Saturday afternoon, a few weeks back, my husband and I went down to the Seaport area to have lunch and enjoy the city. We walked around for a bit, thought about grabbing a burger at Jerry Remy’s or guacamole at Temazcal. It was a beautiful day, so we headed to Legal Harborside and sat at a table on their rooftop. When we arrived, the line already had about 30 people waiting and looked like it could be awhile before we were seated. But, we waited anyway –is there anything better than having lunch on the roof on a beautiful summer day in Boston? No.

We ordered several rounds of sushi and sangria and enjoyed the atmosphere for hours! It was fantastic. Everything from the food to the service was top notch and we have been talking about that day ever since. You’re probably wondering what my sunny afternoon has to do with advertising- the answer is, everything.

So when I saw Legal’s new “Not a Chain” campaign for the first time, I was immediately brought back to that day.

When I think about chain restaurants, I usually envision popular establishments like; Applebees, Uno’s, Bertucci’s and other restaurants of similar caliber. The times where I have visited these chains, I haven’t noticed a long line out the door- this could be because I don’t frequent these restaurants often enough, but I usually don’t run into such a willingness to wait for great food as I did at Legal’s. Don’t get me wrong, I love the occasional visit to a “chain” restaurant.

In the series of ads, Legal Seafood’s CEO Roger Berkowitz sternly states that even though they have several locations, each of their restaurants is unique, not cookie-cutter. In an interview with the New York Times, Berkowitz stated that “there’s sort of a built-in prejudice about [being a chain] that really doesn’t define who we are and what we do.”

What I like most about this campaign is that Berkowitz is telling everyone what his company stands for. He is refusing to accept a mold for his company and is speaking through his advertising to erase the stereotype. We tell our clients one of the most important things they can do in advertising is define themselves. It’s up to the client and their advertising teams to define a brand and let the company’s message speak through it.

Top 4 Keys to Client Management in Advertising

June 27, 2014


Working well with clients is an integral part of the advertising and public relations industry. Check out our top 4 keys to being a strong partner:

4. Saying No To Being a “Yes Man”

An agency’s responsibility to their clients often includes maintaining the brand’s integrity.  When the client has an idea for new creative that isn’t consistent with the brand’s message or takes them off strategy, we believe it’s part of our role to recommend against it. Many times, clients come to us with ideas based on personal inspiration instead of business priorities – we always guide our clients to stay on course to speak to their audience.

3. Ordering à la Carte

When we create integrated, year-long branding campaigns that run on several cylinders at once to achieve a goal, it can be frustrating when requests come to peel away important layers in order to reduce costs.  We strategically build a price structure that supports each element of the campaign, so we highly recommend against breaking apart the campaign to order specific components “à la carte.”  When advertisers design a campaign and media plan, we have a strategic thought process behind it.  If the elements aren’t put in play to work together and strengthen the client’s bottom line, they won’t achieve the desired result.  In fact, we often recommend killing the campaign until the budget can support the full strategy.

2. Knowledge Speaks, Wisdom Listens

Listening to the client’s needs and goals is a critical important part of establishing trust.  That may seem obvious, but when a campaign idea or specific results are challenged, it can be tempting to get defensive.  On the contrary: consider the input and if it’s valid, don’t be afraid to go back to the drawing board.  If a campaign wasn’t a hit off the bat, for example, go back and try again. If a client’s goal is to start increasing traffic as soon as possible, for example, find the best medium (or mediums) to help support that goal. Rework the budget and the campaign so the dollars aren’t spread too thin – making the campaign as successful as possible on a tighter budget.

1. Earn trust

Advertising agencies need to be trusted by clients, and that’s a fact.  Many companies are afraid to invest in an agency, as they have fear they’ll lose control of their budget.  We let clients know directly that is not the case. Reputable advertising agencies should act as marketing consultants and advise clients on best practices for their particular brand. It may sound cliché, but agencies aren’t successful unless their clients are.

To hear more on our keys to client management, check out our latest clip on EZG-TV!

Did you know you can save lives through advertising?

May 7, 2014

Measuring a campaign’s results is always something advertising pros are aware of in their day to day activities. When I think about the methods used to measure whether a client’s advertising methods are working, I start by examining the answers to two general questions.

  1. Has the company seen a boost in sales?
  2. Is the target audience more aware of the company’s brand?

Most advertisers would agree that these two questions are applicable to every campaign- whether it’s digital, traditional or social in nature.  However, a new trend in advertising seems to be emerging and its asking an entirely different question:

Are lives being saved?

Whoa. Seems a bit heavy, right?

For those of you who don’t know what I’m referencing, think of the commercial that opens with a shot of a young adult in the driver’s seat, laughing along with her friends- and then suddenly her phone notifies her of an incoming text message. She reaches for her phone and begins to respond to the text, when seemingly out of nowhere, she is hit by another car head on. These heart wrenching television ads are airing more frequently, and according to AdAge, AT&T has recently switched advertising agencies for their “It Can Wait” anti-texting and driving campaign because of it. Proprietary research conducted by AT&T showed that the campaign generated decent awareness, but what they were hoping for was to change behavior for teenage drivers.  It Can Wait

Upon learning this, I’m wondering if advertising campaigns are fairly measured. Should commercials really be expected to change people’s behaviors and ultimately save lives? Well, according to the Centers for Disease Control and Prevention (CDC), the answer is “yes.”

Graphic advertisements featuring real testimonials from people living with smoking induced ailments (ie. loss of a limb, stomas, etc.) are a part of the first anti-tobacco advertising campaign ever funded by the government and the results have made an impact. A Fox News article published last September stated that “new research published in “The Lancet” medical journal suggests the first series of ads in the ‘Tips from Former Smokers’ campaign encouraged at least 100,000 smokers to quit successfully — twice the number CDC officials had expected.”

So it turns out advertising campaigns can be much more than a powerful tool to boost sales.  When the public’s behavior is positively changed and lives are saved due to educational advertisements, it shows the power of a great ad.  As an advertising professional, I applaud the government for standing behind these campaigns, and I hope we start to see significant changes with shock-inducing  anti-texting ads.

Trust me, I’m in Advertising: Why businesses should trust their advertisers to make smart decisions

April 17, 2014

In 2009, I made the gutsy decision to go skydiving. I was on the heels of finishing my college career, and was at a turning point in my life.  This turning point caused me to feel daring and invincible, so I did research on skydiving and found a place way out in No-Wheres-Ville Connecticut. When I arrived, the only description I was given about the experience was:

  1. I would watch a 15 minute safety video
  2. I would meet the instructor who would be strapped to me during the tandem-style skydive- that was it.

I watched a 15 minute video on the dangers of skydiving and then I met Bernardo –my skydiving professional. I had known Bernardo for about 3 minutes, barely understood his small talk about what the gorgeous weather (due to his thick accent), and was already being strapped to him in the bed of a pick-up truck on the way to a plane- mind you this is a plane that appeared to be one of the first airplanes ever designed.  After a nerve wracking 20 minute ride in the sky, Bernardo and I jumped through the clouds at 12,000 feet! We free fell for 60 seconds and then parachuted back down to the ground. It was not until the jump was over and the exhilaration had scaled back, that I realized that I had just put my life in Bernardo’s hands.  Bernardo, the man I had just met, was given all my trust to ensure I would make it through my skydiving experience in one piece.

Skydiving Pics

You might be wondering what my anecdote has to do with advertising.  Skydiving, much like advertising, involves a lot of trust, patience, and advice. Recently, a client emailed EZG’s Advertising Director and me asking our opinion on a third party lead generator site.  He began his email by writing I know this really isn’t your job but I’d like your advice. My first thought after reading that line was, of course it’s my job, let me do some research on this site and provide a recommendation. Secondly, I thought about how our client had just given us a huge compliment. He was basically saying that even though this particular website did not provide traditional media tactics, he trusted the EZG advertising team’s knowledge and judgment enough to help him make a decision on whether or not to incorporate this specific strategy into his business plan.

Examples like this one demonstrate the reason trust is so important in advertising.  It’s because businesses have never been more empowered and equipped to know exactly what is going in their companies than they are today. Because data is readily available, a business owner can easily determine the number of visitors to their company’s website, how long the visitors have stayed, and what they are looking for on the site.   Transparency is great because it allows businesses to track the activity to their company’s webpages, but sometimes traditional advertising does not yield the same concrete data.

Sometimes this makes us feel like we’re not trusted but then other times, when we receive emails like the one described; we know our guidance is respected. My advice to business owners who are crunching numbers trying to figure out their ROI on every advertising initiative is, trust your agency. A credible agency will have a customized strategy to fit your business and are cognizant of running your budget in a way that meets your business’ objectives.  Most importantly, they will brainstorm and strategize ways to make your company stand out ahead of competitors.

Your advertising agency should not be seen as an extension of your own business but rather as expert consultants who are helping to raise your brand’s awareness amongst target audiences. Just like when Bernardo and I were strapped together- the relationship between the advertising team and the client is symbiotic. We’re on the same team, have the same interest at heart and are working toward the same goals. And if you currently feel like your agency has you jumping into unknown territories without a parachute, you may want to contact us, I think we can help.

I Don’t Always Watch the Super Bowl…But When I do It’s for the Commercials

February 6, 2014

When I was a kid, I would sneak into my parents closet several times in the weeks leading up to Christmas and find my presents. I’m not proud of it, but it’s the truth (sorry, Mom). Even though it was such a thrill to tip-toe around when I thought no one was paying attention, knowing what my gifts were ahead of time made Christmas morning anti-climactic. In the weeks leading up to the Super Bowl, I had been reacquainted with that old, familiar feeling.  This year, the eager American public was absolutely inundated with “leaked” Super Bowl ads online – eliminating any element of surprise when it came time for the beloved commercial breaks.

While it is has historically been a tradition for some of the best ads to be released for a “sneak peak” before the game, it seems to me that every year, more ads are released weeks before the big game. I’ll be the first person to admit it, I am not a huge football fan. However, I am one of the many people that (regardless of which teams are competing) will tune in to watch the commercials—I do work in advertising after all.

MostInterestingStephanieInTheWorld (1)

 The volume of leaked ads has me wondering about the future of Super Bowl advertising. Super Bowl ads are without a doubt, regarded amongst advertisers as the most coveted advertising real estate there is. This year’s game was the most watched television event in U.S. history drawing in 111.5 million viewers last Sunday night. According to The Washington Post, a 30 second ad cost a record breaking $4 million, or $133,000 per second.  So, with ads leaking prior to the Super Bowl I have a major concern: Each ad that is exposed ahead of time reduces the amount of viewers who tune in just to see the ads.  By doing this, viewership can dramatically drop and real estate for advertisments can depreciate.

One company that is embracing the trend of leaked ads is Google. CBS MoneyWatch stated that “while Google isn’t disclosing how much money it’s earning from Super Bowl commercial pre-game buzz, the company is stoked enough by the number of related searches and video streams…”. One of the biggest beneficiaries is Google’s subsidiary company YouTube, being that practically every pre-released ad is almost immediately posted on the video sharing website.

With the overwhelming takeover of social media in recent years, the reoccurring trend of Super Bowl ads caused me to ask this question: Will a time come when 30 second pre-roll ads (commercials that play before an online video loads) are just as sought-after as a 30 second TV ad? If Google and YouTube have anything to do with it, the answer would be “yes.” It may seem like a stretch, but when thinking about how much social media has changed the way marketers reach their audiences, the concept does not seem too out of reach.

Although viewership of the actual game was up, ratings for the game were down from last year. According to Austin Karp of SportsBusiness Journal, “FOX’s coverage generated an overnight rating of 47.6 for the Seahawks-Broncos game.  That’s down a hair from last year’s 48.1, during the Ravens-49ers contest in Super Bowl XLVII.”

While the drop has not been proven to be directly linked to the early release of so many ads, advertisers may want to be wary about leaking their ads too soon as a way to gain viral buzz. The last thing major companies would want is to spend an incredible amount of money and have it completely fall through on the day of the Super Bowl. Hey, I guess advertising wouldn’t be the only thing to fall through during the big game right? Too soon, Broncos fans?

It’s Not Complicated – These Ads Are Fantastic

November 7, 2013

it's not complicated

AT&T’s It’s Not Complicated advertising campaign has featured some of the most talked about commercials of 2013. For those of you who have not been lucky enough to see them, they showcase hilarious, quick-witted and cute children who are asked the simplest of questions– What’s better: bigger or smaller? Faster or slower? More or less? The answers from the children are usually nonsensical and charming—but the questions are understood. The underlying message delivered through AT&T’s campaign is when consumers use AT&T, they receive a bigger, faster and more easily understood service.

For me, the ads are simply genius. Aside from the fact that they’re hilarious and become more entertaining every time a new ad is released, they’re helping the audience to connect with their brand proposition. One of the reasons that I suspect that the campaign is so successful is because it follows the principle of K.I.S.S.– Keep It Simple Stupid.  And AT&T’s message is just that: our service is superior and the benefits are so obvious that even children can understand.

Cell phone manufacturers and service providers alike have taken different, and often opposing, approaches to advertising. For example, the most recent Android commercial promotes the idea that their phone is the only phone in the world made out of Kevlar Fiber and is five times stronger than steel.  After watching the ad, I had to pause and ask myself: is this an advertisement for a phone or a space ship? I’d like to point out that last week, my iPhone got run over by a car (as seen on Ebben Zall Group’s Facebook page)– the screen completely shattered and it was rendered unfixable. Even after my unfortunate event, I am not swayed to purchase an Android that claims to be Superman—stronger than steel and bullet proof. I simply do not believe the message that they’re selling as I do with AT&T’s commercials.

Although AT&T ads are amusing, the validity of their marketability comes from sales dollars. And they have achieved that validity in the market—since running the campaign, they continue to sign exclusive partnership deals with some of the hottest products on the market and was ranked as the fastest LTE provider in the U.S. by PC Magazine and wireless network research firm Sensorly. In an interview last May with Forbes, AT&T’s CMO David Christopher said that since the It’s Not Complicated campaign launched, brand recall is very high and sales are on the rise. When asked how long the campaign would continue, he said, “We plan on using it as long as it’s working”.  All in all, it seems like congratulations are in order for AT&T.   AT&T has kept viewers entertained, created memorable commercials and increased their revenues. Simply put, through their commercials they have created an uncomplicated route to higher revenues and nationwide brand recognition.

Here are some of my favorite It’s Not Complicated Commercials:

Orange Ya Glad It’s Today?

September 18, 2013

NBC’s The Today Show is sick of waking up in second place. The iconic morning program has unveiled a new studio, a new logo and a new cast member hoping to regain the ratings they lost last year after Ann Curry was abruptly dismissed from the anchor desk. According to a New York Times article published on September 12, 2013, “the female-centric ‘Today’, which was already slipping, lost about a quarter of its audience and became stuck in second place after Ms. Curry left;  last week, ‘G.M.A.’ had about 5.3 million viewers each day, about 750,000 more than ‘Today’. Among viewers ages 25 to 54, the ones coveted by advertisers, ‘G.M.A.’ led by 118,000.” This significant drop in ratings has not come cheap to NBC’s parent company, Comcast. It has been reported that tens of millions of dollars in advertising revenue has been lost to ABC’s parent, Walt Disney Company.


If The Today Show expects to regain the interest of their audience and their equally important advertisers, they should do the following:

  • Be sure that their mission statement is being delivered in a clear and precise manner.
  • Connect with their viewers in a way that their competitors are not.
  • Give people a reason to tune in with them every morning instead of checking their mobile phone for the latest breaking news, or even worse, watching their competitor’s programs.

Deborah Turness, the new president of NBC News, who has been heavily involved with the redesign of the program, said on Thursday that “A fresh orange coat of paint alone won’t do it.” Her three buzzwords to describe “Today” are substance, uplift and connection.

I couldn’t agree more.  Over the past year, it has been a bit of a challenge to remain loyal to the show due to the amount of changes. Embarrassingly, I got a bit emotional when Ann Curry said her goodbyes last June. I couldn’t believe that a reporter with such an impressive resume was being publicly humiliated by her peers… or at least that’s how the media was portraying it. That being said, I have continued to watch every morning because I have always found “Today” to be more fresh and contemporary than its competitors “Good Morning America” or “CBS This Morning”.

While their new initiatives have been set with the best intentions, I must say, it took a moment for my eyes to adjust to the bright orange set when I first saw it (a sea of bright orange was not exactly the most enjoyable thing to tune into after first waking up in the morning). Along with the new set, Carson Daly, the former host of MTV’s “TRL” and current host of NBC’s reality show “The Voice,” was introduced as the newest member of The Today Show team. In an effort to tap into social media trends, Daly will be engaging viewers on Facebook and Twitter and updating anchors on what’s buzzing on the internet.

These elements seem in balance with the mission around “substance, uplift (so much orange!) and connect.”  If these themes stay on track, The Today Show could regain its coveted position as “number one” – and the advertising dollars that go with it.

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