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February 20, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • CP+B's latest liquor is a tribute to "Papa" Hemingway
    Crispin Porter + Bogusky is coming out with its second branded liquor, Papa's Pilar rum, a tribute to Ernest Hemingway. The chief executive of the enterprise is former Omnicom event marketer Steve Groth, founder of Mahalo Spirits Group, with former Bacardi exec Jay Maltby serving as chief marketing officer. "Doing these types of projects really keeps us evolving as a creative entity. We're able to evolve our compensation with new revenue streams and equity deals, and evolve what we can be, which I think is far more than an advertising agency," says CP+B's Neil Riddell. Adweek (2/19) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Leo Burnett picks up creative for OTC version of Nexium
    Leo Burnett has won creative duties for Pfizer's forthcoming over-the-counter version of Nexium, expected in 2014, pending Food and Drug Administration approval. The other finalist in the pitch was TBWA. "This tremendous opportunity will take advantage of our unbeatable integrated offering and fills the consumer health opening in our portfolio. We believe this is just the beginning for us with Pfizer," says Leo Burnett chief Tom Bernardin. Adweek (2/19) LinkedInFacebookTwitterEmail this Story
  • Mother's first BK spots emphasize taste, introduce characters
    A Burger King commercial from agency Mother's first campaign introduces a store manager and two employees overcaffeinated after taste-testing Burger King coffee products. In another, a fastidious French chef makes a bacon Gouda sandwich while the manager narrates his moves. The agency says the characters will reoccur down the line, as it puts more emphasis on people rather than product shots. Advertising Age (tiered subscription model) (2/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Times newsroom's interactive innovation inspires ad side
    An interactive graphic in The New York Times' online Arts section last fall was the inspiration behind a new ad format being offered for the paper's website. The Arts graphic allowed digital viewers to run a cursor over a painting to reveal another painting beneath. "We don't ever get a heads up from the newsroom, but as we discover something or see something we like ... we say to ourselves, 'Do we need their code or can we build it ourselves?' " said Tracy Quitasol, executive director of product marketing and ad platform innovation. Advertising Age (tiered subscription model) (2/19) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Study: Social marketing, service silos hurt brand perceptions
    Brands are hurting their perception with consumers because hardly any of them "are doing equally well on social marketing and social servicing," says Jacqueline Anderson of J.D. Power and Associates, which conducted a study looking at six industries, 100 companies and 23,000 consumers. The study suggests that the problem arises from social marketing and social servicing silos and a disparity between how various age groups use social channels. "It's kind of a failure to understand why consumers are reaching out. Many companies are still organized around servicing on one side and marketing on the other," says Anderson. MediaPost Communications/Marketing Daily (2/19) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Snickers extends its "Hungry" campaign with noncandy coupons
    After featuring fake advertisements for wacky items in Snickers print ads starring Jerome Bettis and Joe Theismann, Mars is offering real coupons for noncandy products. The first set of ads, via BBDO, were out to demonstrate the "You're not you when you're hungry" tagline with unlikely endorsements; the new ads take the theme in a different direction, encouraging men to take 20% off of ProFlowers if their hunger made them screw up and say something stupid. The creative is "a way for us to talk to men in a way they'll say, 'That's me,' have a chuckle and get rewarded with a discount," says Roy Benin, Mars Chocolate North America's chief consumer officer. The New York Times (tiered subscription model) (2/19) LinkedInFacebookTwitterEmail this Story
  • ESPN launches targeted Web radio ad service
    ESPN's online radio service will now serve targeted audio ads to individual listeners based on their known interests, a first for the industry. "[H]undreds of thousands of people are going to get different ad breaks. You could be in the same car as your friend wearing different headsets, and you'll still be served a different ad than that person," says ESPN Digital Audio Senior Manager Blair Cullen. Adweek (2/19) LinkedInFacebookTwitterEmail this Story
  Association News 
  • New: 4A's Project Management Wiki
    Solve your project-management issues with this new 4A's Wiki. To assist 4A's members in addressing the many aspects involved in assessing and structuring project assignments, an "Agency Best Practices: Project-Based Assignments" guidance and discussion Wiki workspace has been created. This workspace provides guidance aimed to allow you to more effectively and efficiently manage the challenges associated with performing project work.

    Use your industry expertise to add to the content today. Visit our website for more details. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Creative Ways Agencies Can Get Paid
    Tune in to Tim Williams, founder of Ignition Consulting Group, on March 7 as he provides tips on innovative pricing solutions. Learn how to price individual services based on value instead of cost, in addition to charging different prices for different clients at different times. Examine how forward-thinking firms are leveraging these methods and improving how they do business.

    Member and non-member pricing available. Save a spot today. LinkedInFacebookTwitterEmail this Story
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We must travel in the direction of our fear."
--John Berryman,
American poet and scholar

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