Gillette brings female perspective to male grooming in ads | Domino's spot emphasizes quality over delivery speed | Droga5 takes Spotify's sound to U.S. television
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March 26, 2013
AAF SmartBrief
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Breaking News
Gatorade changes its approach for 2013 campaign
Gatorade has pushed back its media schedule so it peaks later in the spring, and will focus its TV ads on its flagship "Perform" beverages. Its "Prime" chews and pouches and "Recover" beverages and shakes will see more print and outdoor marketing at events such as sports camps. A new spot starring Kevin Durant and Dwyane Wade shows the NBA players having nightmares of being bested by each other, then training with Gatorade products to get back on top. Advertising Age (tiered subscription model) (3/25)
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Company News
Gillette brings female perspective to male grooming in ads
Model Kate Upton and actresses Hannah Simone and Genesis Rodriguez reveal their male body hair preferences in a BBDO New York print and TV campaign for Gillette Fusion ProGlide Styler, themed "What women want." Print ads use QR codes linking mobile users to online video of the models. It's the first time Gillette ads have used spokeswomen, writes Andrew Adam Newman. "We're bringing their voice to the conversation," says John Mang, Gillette's global brand franchise leader. The New York Times (tiered subscription model) (3/25)
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Domino's spot emphasizes quality over delivery speed
A Domino's Pizza spot by Crispin Porter + Bogusky shows a legacy commercial emphasizing the chain's 30-minutes-or-less speed, then interrupts it with a contemporary quality message. A franchise owner, Robert Gavitt, explains that pan pizzas take longer to make but are worth the wait. Domino's CEO Patrick Doyle says the reintroduction of the pan pizza, the third attempt by the chain since 1986, has "helped drive higher sales, as well as increased traffic into our stores, something that's a key metric for us." Advertising Age (tiered subscription model) (3/25)
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Droga5 takes Spotify's sound to U.S. television
Spotify is debuting a Droga5 TV commercial during "The Voice," emphasizing that the Internet radio streaming service is "for music" that fits any moment. The $10 million campaign, which also features an online component, aims at distinguishing the Swedish competitor from other services such as Mog and Rhapsody. It has "a dual challenge: building a brand and building a business," says Starcom MediaVest Group's Lisa Weinstein. The New York Times (tiered subscription model)/Media Decoder blog (3/25)
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Market Trends
Soft drink volume still falling, but retail sales rise
Soda volumes have fallen for the eighth consecutive year, but retail sales were up 1.8% because of price increases, according to Beverage Digest, which includes energy drinks in the $77 billion category. The report says Coke, commanding 17% of the market, is still the market leader, followed by Diet Coke and then Pepsi. Advertising Age (tiered subscription model) (3/25)
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Digital buys led 2013 U.S. ad spend up 4% through February
U.S. ad spending rose 4% in the first two months of 2013 compared with the same period last year, according to Standard Media Index. Only radio and television were down, because of spending on political campaigns in 2012. Aggregated spending on digital, which includes online display, video, search, social, mobile and e-mail, rose 16% to represent 21.7% of the total spend, second only to broadcast media. MediaPost Communications/MediaDailyNews (3/25)
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GQ feature allows for personalized iPad edition, ad sharing
GQ Magazine is offering subscribers of its iPad edition a MyGQ feature that allows for content personalization and ad sharing. Instead of allowing advertisers to add a link to their ads for free, as other publishers do, "Conde Nast charges $5,000 for the privilege," writes Lucia Moses. "Until now, GQ has been selling five to seven links per issue, and the hope is that more advertisers will buy them, knowing there's the possibility that users might disseminate the ads to their social networks." Adweek (3/25)
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Multicultural Marketing
Ford, WPP offer apology for unauthorized JWT India ads
Ford and agency WPP are apologizing for unauthorized ads from JWT India that suggest former Italian Prime Minister Silvio Berlusconi kidnapped, bound and gagged women in a Ford Figo. The series of posters, which were never commissioned but were uploaded to the Internet, also show Paris Hilton kidnapping the Kardashian sisters, in an attempt to demonstrate the size of the trunk. MediaPost Communications/MediaDailyNews (3/25)
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People & Personalities
Banana Republic's CMO gets ready for a season of brand stories
Banana Republic Chief Marketing Officer Catherine Sadler is seeking a more unified voice and retail experience for global customers, which she describes as "not fashion-forward but fashion-aware ... tech-savvy but not tech-forward." A reorganized marketing team includes an editorial director for brand-story creation. "We have to think through stories early on to align content across markets and regions. It's a paradigm shift," Sadler says in this interview. Advertising Age (tiered subscription model) (3/25)
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AAF Spotlight
64th Advertising Hall of Fame
The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

This year's "magnificent seven" who will be inducted into the Hall of Fame are:

Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
Bob Giraldi, film director; president of Giraldi Media
Philip H. Knight, co-founder and chairman of Nike
Shelly Lazarus, chairman emeritus at Ogilvy & Mather
Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
Gerry Rubin, co-founder of RPA
Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
Corporate Honoree: McDonald's Corporation.

View sponsorship opportunities and purchase tickets.
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I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
-- Leo Burnett, member, Advertising Hall of Fame
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