Dianna Dilworth

Unilever launched a campaign with digital agency Razorfish to promote a new line of Axe body spray called Anarchy. The campaign centers around a YouTube-based graphic novel that is being written in real time, which the company is promoting through its Facebook, Twitter and YouTube pages.

North Carolina-based marketing agency McKinney named VP/account director Jim Reath its director of retail and shopper marketing, an expansion of his current role. He was also promoted to EVP and will have a seat on McKinney's board of directors.

Levi Strauss & Co. named Wunderman its global digital marketing agency for the Levi's brand after a review, Wunderman confirmed Jan. 5. The account was previously split between multiple agencies.

Agribusiness manufacturer Tate & Lyle is launching a b-to-b direct mail and email campaign this week to promote and generate leads for its new brand of sweetener, called Purefruit.

As part of its ongoing "Get Dunk'd" social media marketing program, Dunkin' Donuts is launching new promotions to get customers tweeting and Facebook chatting about the brand.

When Pei Wei Asian Diner introduced the Caramel Chicken entrée, the Chinese food chain took advantage of the occasion to beef up its email database. Pei Wei, which is owned by P.F. Chang's China Bistro, worked with email provider ExactTarget to create a multichannel campaign centered on email to help spread the word.

Daniel Schotland, VP of client services at Experian CheetahMail, discusses best practices for holiday email marketing.

Active Ride Shop, a Mira Loma, Calif.-based skateboarding outfitter, has a passionate customer base that enthusiastically turns out for skating competitions, fashion shows and other brand events.

The 2012 campaign season is already heating up, and while politicians will be buzzing about their social media and digital marketing tactics, direct mail is a stalwart for political campaign marketing that isn't going anywhere.

Brands must close the direct marketing divide by integrating both traditional offline channels and nontraditional digital channels.