Most Clicked AAF SmartBrief Stories


1. Why 20 major brands are reviewing their media agencies

AAF SmartBrief | Jun 01, 2015

Twenty major brands, representing about $25 billion in annual spending, have announced media agency reviews over the past six months. Although there are several theories as to what's behind the trend, the recent debate over media rebates and agency transparency seems to be playing a significant role in many of the reviews. "It is unprecedented; I've never seen anything like it," said Dentsu Aegis U.S. CEO Rob Horler. Advertising Age (free access for SmartBrief readers) (06/01) Business Insider (05/29)


2. IHOP adds a smiling face in logo redesign

AAF SmartBrief | Jun 02, 2015

IHOP has unveiled a new logo, designed by 360/Studio Tilt, that is now featured across the brand's website, merchandise and menus in some restaurants. It's the mark's first redesign in more than 20 years, with the the "O" and "P" characters now used to create a smiling face. "Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world famous pancakes, makes them smile," said Kirk Thompson, vice president of marketing. Adweek (06/01)


3. Lenovo creates adaptable logo to tie in with campaign

AAF SmartBrief | May 29, 2015

Lenovo has unveiled a new logo from Saatchi & Saatchi, and it features a background box that can be altered by its agencies and partners. The logo ties in with the brand's "Never Stand Still" initiative, which has seen the company interacting with consumers on crowdsourced projects, Instagram pushes and YouTube videos. Advertising Age (free access for SmartBrief readers) (05/28)


4. Agencies face growing competition for young creatives

AAF SmartBrief | Jun 01, 2015

Creative directors, designers, copywriters and other creatives are pursuing opportunities outside of ad agencies, and they have many more options than five years ago, says Amy Hoover, president of Talent Zoo. That's putting agencies in direct competition for talent with tech firms and digital publishers such as Facebook, Vice, Google and others, adds Bob Jeffrey, nonexecutive chairman of J. Walter Thompson. The Wall Street Journal (tiered subscription model) (05/30)


5. Sponsors face growing pressure to address FIFA's scandals

AAF SmartBrief | May 28, 2015

Adidas, McDonald's and Visa were among the FIFA sponsors that issued statements responding to charges levied by the U.S. government against FIFA officials and related marketing agencies. "This is now at the point where the sponsors have to take action or their image is going to get tarnished," said Darren Marshall of the sports marketing agency rEvolution. "This is massive illegality at the highest levels of the organization and the sponsors have to vote with their feet." Advertising Age (free access for SmartBrief readers) (05/27) Business Insider (05/28)


6. Oreo S'mores uses quirky animation to target millennials

AAF SmartBrief | May 27, 2015

Mondelez is advertising its recently released Oreo S'mores product with a comedic animated video campaign featuring S'morey, the Unidentifiable Forest Creature. The ads from 360i, which target millennials and will run on Facebook, Instagram, Tumblr and Twitter, show S'morey helping other characters find their S'mores. Adweek (05/26)


7. Survey: Liam Neeson is Americans' most likable pitchman

AAF SmartBrief | May 27, 2015

Liam Neeson, Pierce Brosnan and Matthew McConaughey are the top three most liked celebrity endorsers, according to Nielsen. Neeson recently starred in an ad for mobile-game developer Supercell Games, while Brosnan backed Kia and McConaughey appeared in spots for Lincoln Motors. Jennifer Garner was the highest ranked woman on the list, followed by Natalie Portman and Sofia Vergara. USA Today (05/26)


8. Report: Digital ads to surpass broadcast TV spots this year

AAF SmartBrief | Jun 02, 2015

Online advertising spending is estimated to rise 11% to $41.8 billion in 2015, surpassing broadcast TV outlays, which will come in at $38.9 billion, according to an FTI Consulting report. "Our model suggests that digital substitution is the primary driver contributing to changes in the television ad ecosystem today," said Philip Schuman of FTI. Bloomberg (06/01) Deadline.com (06/01)


9. Major brands seek verification of publishers' viewability rates

AAF SmartBrief | May 28, 2015

Kellogg Co. has stopped buying YouTube ads because Google doesn't allow third-party verification of the ads' viewability rates. Kraft Foods Group is another major marketer that has also stopped spending with unnamed publishers due to the issue. "We will put dollars behind the folks that we know we can measure, we know what the expectations are, and we will consolidate spend where we know we have validation," Kraft's Bob Rupczynski said. Advertising Age (free access for SmartBrief readers) (05/26)


10. Under Armour is rising alongside star endorser Stephen Curry

AAF SmartBrief | May 29, 2015

Sales of Under Armour's basketball shoes have quadrupled this year, driven by the brand's endorsement deal with Stephen Curry, who was recently named the NBA's most valuable player. The company is still a small player in the sneakers market, however, with first quarter sales of all footwear at $161 million, compared to dominant Nike's $4.6 billion. "There's the shoe business, and then there's being a part of the culture. It's something our brand has been working hard to be a part of," said Adam Peake, executive vice president of global marketing at Under Armour. Business Insider (05/28) The Wall Street Journal (tiered subscription model) (05/28)




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