Robert Klara on Muck Rack

Robert Klara

New York City
Staff Writer — Adweek

I'm a full-time editor at Adweek, an author, and a historian. In my dreams I walk around in Gucci croc loafers. All opinions herein are my own.

How Le Labo Took the Fragrance Industry by Storm, After Starting With Nothing — On a recent afternoon in the Le Labo boutique on 29th Street in Manhattan, a well-dressed professional woman sought out the sales associate and wasted no time getting to her point. She was visiting from California, she said, and wanted to buy the scent (Tubereuse 40) sold only in New York.

Adweek Announces Winners of the 2016 Brand Genius Awards — Adweek is pleased to announce the winners of its annual Brand Genius Awards. Now in their 27th year, the awards recognize the talented men and women behind the most inventive, ambitious and successful brand-building efforts across 10 categories.

Why Official Olympic Mascots Are So Damn Weird — A few weeks ago, amid the pollution- and Zika-filled media run-up to Rio, a press release issued by the Olympic organizing committee for PyeongChang, Korea (where the 2018 Winter Olympics will take place) received little notice. The single-page communiqué carried news about a white striped tiger named Soohorang.

How Nike Brilliantly Ruined Olympic Marketing Forever — Unless you happen to be a company like GE, Coca-Cola or McDonald's-a brand that can afford the reported $100 to $200 million it costs to be an official Olympic sponsor-you'd better not mention the Rio games in your marketing. As social-savvy marketers have quickly learned, the U.S.

Luxury Auto Brands Are Trying to Hook Potential Customers With Driver 'Experiences' — As the world's busiest passenger airport, Atlanta's Hartsfield-Jackson moves over 75.9 million travelers through its eight terminals every year. Many inbound passengers will catch connecting flights. Some will drive into the metro area to do business with the 16 Fortune 500 companies headquartered there.

Why Ralph Lauren's Team USA Uniforms Are Such a Marketing Coup — It really wasn't Ralph's fault. Last week, right after Team U.S.A. took to Twitter to release a photo of what its 2016 Summer Olympics uniforms would look like, the pundits pounced. Their fashion sense was offended, apparently, by the effect created by the way the Navy blazer (designed, along with the rest of Team U.S.A.'s gear, by Ralph Lauren) closed over the red, blue and white-striped crew neck beneath.

From the Clever to the Bizarre: Auto Brands Make the Darndest Things — We live in a world of brand extensions-espresso machines from Starbucks, cooking utensils from the Food Network. There's little wonder why. Parallel products launched under a major brand name can generate both revenue and increased visibility. In recent years, luxury auto brands have gotten in on the act.

How the Watergate’s New Owners Are Turning the Nixon Scandal Into Smart Marketing — When Euro Capital Properties, owner of Washington, D.C.'s legendary Watergate Hotel, was putting the final touches on its $125 million renovation of the 1967 landmark by the Potomac, it had a delicate piece of business to consider. Marketing the hotel's glamorous new interiors-which architectural firm BBGM reinvigorated to reflect the hotel's jet-age heritage-would be pretty straightforward.

How Sharpie Left Its Mark Everywhere From Facebook to the White House — Ethan Murrow is a fine artist in every sense of that term. His highly realistic yet often phantasmagorical works-some the height of a two-story building-have been shown from Paris to Los Angeles. He's drawn murals at the Institute of Contemporary Art in Boston and for the offices of Facebook.

United Airlines Is Using Virtual Reality to Show Off Its Swanky New Business Class — Ever since United and Continental merged in 2010 to create the world's largest airline, Daniel Cuellar's department has been hard at work creating a swanky new business class called Polaris. It's a rarified preserve in the front of United's Boeing 777s complete with 16-inch high-definition screens at every seat, lobster on the menu and flat beds fitted with Saks Fifth Avenue sheets.
More Articles →
Aug 11, 2016

Two copywriters get to redesign Ikea furniture while tripping on acid? Hey, is this company hiring? 

Aug 10, 2016

A test drive at the local dealership? Forget it. Luxe automakers are letting you take cars out on the track instead. 

Aug 10, 2016

Make it khakis—Pants for the way that men live today!

Aug 10, 2016

RT @griner: This is one hell of a read from @UpperEastRob. A tale of bold moves, backlash and the ripple effects of marketing. 

Jul 06, 2016

RT @stuartenyt: Oh, so you don't believe it's a sheriff's star? Maybe in the next tweet he'll say it's the Texaco star 

Jun 12, 2016

How metal legends #IronMaiden turned Boeing's 747 back into a seriously cool airplane: 

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