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November 27, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Massive Santa puppet comes to life in Coke ads
    Holiday ads for Coca-Cola created by McCann Madrid and being shown in 100 countries feature a giant Santa Claus puppet that is operated by strangers who make it walk through town. "We used the device of the puppet, as it has been a storytelling device for generations," said Leandro Raposo, McCann Madrid's executive creative director. "This puppet specifically, the one Santa sends to the human race, can only come to life when everyone gathers around it to make it work." Adweek (11/26) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Airbus ad claims Boeing is stretching the truth about its jets
    An Airbus print ad calls out rival Boeing's claims by showing a Boeing jet with a Pinocchio-like stretched "nose." A Boeing representative says the claims made in their ads -- boasting the superiority of the 737 Max versus Airbus' A320Neo, and the 747-8 over the A380 -- are accurate. The two companies have critiqued each other in ads periodically for at least 15 years. Bloomberg Businessweek (11/26) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Generation gap drives retail innovation
    There's a generation gap when it comes to how people shop and use mobile technology, with millennials likely to make smartphones an integral part of the experience while their parents hang onto their paper coupons, industry experts say. Both groups are expected to be heavy spenders this holiday season, spurring retailers to devise ways to market to both. The Wall Street Journal (11/26) LinkedInFacebookTwitterEmail this Story
  • Study sees bright future for social media advertising
    U.S. brands will spend $9.2 billion on social media advertising in 2016, double this year's total, according to a BIA/Kelsey projection. Social display ads will account for $5.4 billion of that total, with social media display spending likely to increase at more than 15% annually over the next four years. (11/26) LinkedInFacebookTwitterEmail this Story
  Sponsored Content 

  Marketer News 
  • How France's Francois helped Chrysler Group tell its story
    Frenchman Olivier Francois led a turnaround marketing team at the Chrysler Group, helping to lift sales 37% and market share from 8.9% to 11.5%, and earning Advertising Age's Marketer of the Year honors. Highlights of the resurgent automaker's marketing include the "The Things We Make, Make Us" campaign for Jeep, the "Halftime in America" Super Bowl spot starring Clint Eastwood, but also some flops, such as separate Fiat commercials featuring Jennifer Lopez and Charlie Sheen. Advertising Age (tiered subscription model) (11/26) LinkedInFacebookTwitterEmail this Story
  • Under Armour's marketing success is more than skin deep
    Under Armour's sponsorship, since 2009, of the NFL Scouting Combine -- where athletes perform exclusively in Under Armour gear -- has given the upstart brand unprecedented exposure, allowing it to be seen as another Nike, Adidas or Reebok in the eyes of pro players and the amateurs who emulate them. Led by a marketing team that includes agency partners Crispin Porter + Bogusky, Red Tettemer and Reset, the company weathered the recession with 10 consecutive quarters of growth and is on track to hit $2 billion in sales this year. Advertising Age (tiered subscription model) (11/26) LinkedInFacebookTwitterEmail this Story
  Association News 
  • How to Become a More Valuable Partner to Your Clients
    Agencies must find new sources of revenue and cultivate new ways of creating value by moving further up the client value chain. The services that come into play at the tail end of that chain -- promoting the brand -- are unfortunately increasingly viewed as the commoditized by the client community. To become more valuable to clients, agencies must step back and approach all of the four Ps of marketing -- not just Promotion, but Place, Price, and of most importance, the Product itself.

    Tim Williams, founder of Ignition Consulting Group, will provide a broadened perspective of the kind of value you and your agency can create value for your clients, putting you in a position to recommend and pursue new opportunities for incremental revenue for the agency. Become more valuable to your clients and join us on Dec. 7 for this 4A's webinar. LinkedInFacebookTwitterEmail this Story
  • Research Insights -- Innovation and New Product Forecasts
    New from 4A's Research Services is an updated and enhanced version of Research Insights: Innovation & New Product Forecasts. Read our forecasts for corporate innovation and insights into consumer behavior, filtered through the lens of a range of possible economic scenarios. Then immerse yourself in a distillation of the best current thinking from academics and practitioners on innovation, factors for product success and failure, consumer insights, and the role of advertising in product trial, along with marketing spending on launches, rankings of the best new products of the year, line extensions, and more. This comprehensive 19-page Research Insights: Innovation & New Product Forecasts is free to member agencies. (Others interested in purchasing the $50 report may contact us at!) LinkedInFacebookTwitterEmail this Story
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Every path hath a puddle."
--George Herbert,
Welsh-British poet, orator and priest

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