Arnell Group is shutting down after mercurial run | Agencies focus on Big Data | Gayle Fuguitt is tapped as first woman to head Advertising Research Foundation
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March 19, 2013
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Honda splits creative, media into 3 collaborative parts
One of the longest running agency-automotive relationships is breaking up -- but only partially. American Honda Motor has split up creative for Honda and Acura, retaining longtime shop RPA for Honda and handing Acura to former BMW agency Mullen. Starcom MediaVest will handle the media buying and planning, replacing RPA, and Muse Communications and La Agencia de Orci defended their respective minority ad accounts. "We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment in communicating with our customers," says Honda's Michael Accavitti. The New York Times (tiered subscription model)/Media Decoder blog (3/18)
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Moms & Digital: 20 Stats About Tech-Loving Mamas
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Arnell Group is shutting down after mercurial run
Omnicom's once celebrity-connected Arnell Group is being shuttered, two years after the departure of its namesake founder Peter Arnell. The once highly creative agency with a hit-and-miss record had been transformed over the past two years by Arnell's ex-wife, Sara, into a more conventional business focused on its roots in branding. Advertising Age (tiered subscription model) (3/18)
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Agencies focus on Big Data
Omnicom, Publicis and WPP are among the agencies implementing software across research, PR and creative functions to clean, analyze, store and use data. "The old ways of looking at data are now replaced by much more real-time ways of doing things at scale," said Rishad Tobaccowala, chief strategy and innovation officer at Publicis unit VivaKi. Advertising Age (tiered subscription model) (3/18)
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How to Improve Conversions with Dynamic Content
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Organic Valley launches first TV ad
The first television ad for cooperative Organic Valley has the tagline "Bringing the Good" and shows a girl growing grass from seeds to feed to cows. The campaign includes print, radio and social media elements. MediaPost Communications/Marketing Daily (3/18)
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PBS corporate sponsors see results
New research from Lightspeed/SGPTV shows PBS viewers are nearly 2X as likely to buy from a PBS sponsor. PBS's low spot load, high viewer engagement, and passionate viewer loyalty deliver big benefits for corporate sponsors. Learn more about PBS sponsorships.
Marriott pitches loyalty program via "42" tie-in
Marriott International is marketing its Marriott Rewards loyalty program to a niche group for the first time, building a program aimed at African-Americans around the release of the Jackie Robinson biopic "42," Jane Levere writes. The campaign includes special screenings of the movie in major cities, promotion of the film via hotel-room televisions, and a Facebook contest for a trip to the Los Angeles premiere in April. The New York Times (tiered subscription model) (3/18)
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Some of the biggest CPGs are keeping their data to themselves
Brands such Unilever, Procter & Gamble, Kimberly-Clark and Kellogg have decided to keep their data in-house, fearing that sharing the expensively collated insights will overcommit them to their current digital shops and limit future flexibility, writes Jack Neff. The companies have built their own data management and demand-side trading platforms to handle digital buys. "We designed it this way so we can retain the data and plow it back into our [customer-relationship management] systems," says Mark Kaline, global director of media, licensing and consumer services for Kimberly-Clark. Advertising Age (tiered subscription model) (3/18)
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Study projects steady local-ad growth through 2017
Local advertising revenues will tick up to $148.8 billion in 2017, rising from $132.5 billion last year, according to a BIA/Kelsey analysis. Digital media's share of that total will increase to 27.6% in 2017, up from 17.4% in 2012, the study found. MediaPost Communications/MediaDailyNews (3/18), MediaPost Communications/Online Media Daily (3/18)
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Marketer News
Online buzz doesn't boost sales, Coke says
Online chatter about a brand doesn't bring a short-term sales boost, according to a study conducted by Coca-Cola -- a startling declaration by a company that has worked hard to earn 61.5 million Facebook fans, Jack Neff writes. The study, which also found that display ads drove sales about as effectively as TV ads, shouldn't be taken as a sign that social media marketing is worthless, warned Coca-Cola's Eric Schmidt. "It is by no means a generalized result that applies to all industries," he said. Advertising Age (tiered subscription model) (3/18)
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Will E-Trade's talking baby follow CMO Nick Utton out the door?
E-Trade Chief Marketing Officer Nick Utton is leaving the company amidst a companywide cost-reduction effort, raising the prospect that the E-Trade talking baby might be thrown out with the bathwater, though Grey Advertising is remaining as agency of record. Utton started at Unilever and worked for Bristol-Myers Squibb, Cadbury Schweppes, Revlon, MasterCard and JP Morgan Chase before spending nine years at E-Trade. Advertising Age (tiered subscription model) (3/18)
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Association News
Project Management for Agency Initiatives: NYC Seminar
Learn how to manage your incoming digital projects better while maximizing client satisfaction and agency profit with this seminar on April 10. Join project management expert Dave Po-Chedley, principal at Cambridge Consulting, and Mina Seetharaman, executive program director for the Ogilvy Advanced Video Practice, at 4A's headquarters in New York for this all-day workshop. Complete an agency assessment and leave with digital copies of all project management templates. Save a spot today.
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Selling Creative Work to Clients (and Prospects) Webinar
Join Filament President Mark Schnurman for this virtual event on April 19, where you will learn persuasive techniques to better sell traditional and digital creative and establish your credibility. Sell your creative ideas effectively to achieve your goals. Become more engaging and enthusiastic, and find out how to respond to difficult client questions.

Member and non-member pricing is available for this event, so sign up now.
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You may have to fight a battle more than once to win it."
-- Margaret Thatcher,
British prime minister
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