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November 28, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Wieden+Kennedy to craft Super Bowl spot for Oreo
    Mondelez International has awarded the 2013 Super Bowl spot for Oreo to Wieden+Kennedy, which was asked to pitch ideas against Draftfcb. Both companies will continue to work for Mondelez, as the Kraft spinoff has decided to use a multiagency structure. Mondelez rep Laurie Guzzinati says W+K is "the right partner for us with their history of understanding [Super Bowl advertising] in a very meaningful way and getting to creative breakthrough advertising," but she added that it is "not an Oreo agency." Advertising Age (tiered subscription model) (11/27) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Other News
  • NFL sprinkler mishap is marketing gold for Buffalo Wild Wings
    As sprinklers inadvertently went off in the middle of Sunday's Miami Dolphins-Seattle Seahawks game, many fans were reminded of a commercial for Buffalo Wild Wings in which patrons look to prolong a game by manipulating the sprinklers, among other tricks. The NFL Network's Rich Eisen was among many to note the connection on Twitter. "We always talk about how we bring the stadium experience into Buffalo Wild Wings, but [Sunday], it looked like we brought Buffalo Wild Wings to the stadium. Our passionate fans were quick to point out the connection," says Kathy Benning, the chain's executive vice president for global brand and business development. Bloomberg Businessweek (11/27) LinkedInFacebookTwitterEmail this Story
  • TV campaign goes live for Discovery Kids product line
    Discovery Communications is promoting its Discovery Kids licensed product line via new spots on its own networks and rival channels, including ABC Family, Cartoon Network, Disney XD and Nickelodeon. The ads feature the co-hosts of "Mythbusters," which is popular with the 6-to-11 demographic, and use the tagline: "We are all Discovery Kids. Inspiring Curiosity." MediaPost Communications/MediaDailyNews (11/27) LinkedInFacebookTwitterEmail this Story
  • Other News
  • New York Times lab strives to meet the online challenge
    The New York Times' R&D Lab is a busy nest of techies whose energies are currently focused on licensing and monetization. Their main challenge, however, may be finding the funding and resources necessary to allow the Times to meet the many challenges posed by a rapidly changing online world. One promising product would allow advertisers to target their ads around editorial content relevant to their message. Adweek (11/27) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  Sponsored Content 

  Marketer News 
  Association News 
  • How to Optimize and Maintain a Search Campaign
    Charles Pinkerton, partner and director of communications insight at The Media Kitchen, on Dec. 13 will explain why paid search has become the most complex media to buy; and why optimization and maintenance has become a high-octane high-performance business. He will show why one advertiser can pay two to three times less than others for the same word, and why simply setting bid ranges based on cost-per-click and cost-per acquisition means you have already lost the race before it has begun -- not only now but for months or years to come.

    Visit our website to learn more about the program and to sign up today. LinkedInFacebookTwitterEmail this Story
  • Directory of Media Resources Discounted for 4A's Members
    The aim of research, whether manual or online, is to insure that advertising dollars are being spent wisely to reach the right people at the right time at the lowest cost. With more data available every day, the challenge facing media planners is to find the right sources needed to construct and evaluate media campaigns using all available media outlets.

    This directory is an update of the media resources companies that offer special discounts to 4A's members; most offers are good until Dec. 31, 2014. (Please note that individual companies provide details of services and discount listed.) LinkedInFacebookTwitterEmail this Story
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  Legislative & Regulatory 
  • Ad trade associations align against Tobacco Control Act
    Marketing trade associations such as the 4A's, the Association of National Advertisers and the American Advertising Federation are banding together on an amicus brief asking the Supreme Court to consider the constitutionality of the Tobacco Control Act. Lower courts have split on whether the imposition of large, graphic anti-smoking labels violate tobacco companies' rights of free speech. "The Tobacco Control Act contains the most burdensome marketing restrictions ever passed by Congress for a legal product," says the ANA's president, Dan Jaffe. Adweek (11/27) LinkedInFacebookTwitterEmail this Story
The foolish man seeks happiness in the distance; the wise grows it under his feet."
--James Oppenheim,
American poet, novelist and editor

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