Ace spots merge neighborhood store with consumer's home | Havas reports 5% growth in net profit for 2012 | Beam expands its relationship with iCrossing
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March 22, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries

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Ace spots merge neighborhood store with consumer's home
Ace Hardware is returning to a friendlier-than-the-big-box-stores theme in new "Meet the Aces" commercials, building on the idea that Ace is the place for home maintenance, not home improvement, says Director of Consumer Marketing Jeff Gooding. To emphasize the neighborhood advantage, the sets of the spots by GSD&M combine a customer's home and the store itself. The "Ace is the place ..." theme has also been resurrected as a wordless jingle, writes Sarah Mahoney. MediaPost Communications/Marketing Daily (3/21)
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Agency News
Havas reports 5% growth in net profit for 2012
Havas is reporting that group net profit rose 5% in 2012, despite slightly slower growth than rival ad networks Publicis and WPP. Havas grew 2.1% over the same frame, excluding its acquisitions. Despite brewing trouble in Europe, Global CEO David Jones predicts that Havas can "deliver strong results and grow shareholder value for the long-term." Reuters (3/21)
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Beam expands its relationship with iCrossing
Beam Inc. has increased the duties of its search-marketing firm iCrossing, handing it digital-creative chores for the DeKuyper and Laphroaig brands, replacing incumbents Liquid Thread and Schafer Condon Carter. "They've demonstrated their expertise in all areas of digital marketing, and we look forward to their contributions on our business for these two brands," says Andrea Javor, Beam's global director of digital and media. Adweek (3/21)
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American Eagle "skinny skinny" jeans: Spray-on or put-on?
American Eagle Outfitters is refusing to reveal whether its new campaign for spray-on "skinny skinny" jeans is really the put-on that it appears to be. "We don't ever want to become safe or expected," Vice President of Brand Marketing Bob Holobinko said. A video on the company's site depicts young adults chatting about really skinny jeans while wearing what appear to be sprayed-on pants. "It's a risky move for a teen retailer given that most retailers have to strike a balance between a young adult target demographic and teenagers' parents who in many cases control the purse strings," writes Anna Prior. The Wall Street Journal/Speakeasy blog (3/21)
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Magazines are starting to see an ad turnaround
Monthly magazines are down only 0.9% in ad pages through April this year, a big improvement over the precipitous 5.6% decline in the same frame last year, according to the Media Industry Newsletter. Conde Nast titles were up 3% as a whole in March, led by Vogue's 457 ad pages, and Hearst pubs enjoyed a 6.7% gain, as global brands begin to see the U.S. as a growth market compared with Europe and Asia. "You can't control the economy. But if things remain the same, we should be in for a good year," says Lou Cona, Conde Nast's chief marketing officer. Advertising Age (tiered subscription model) (3/21)
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Hallmark: Original shows are giving channels a branding boost
Hallmark Channel and its sibling Hallmark Movie Channel could tally a 20% jump in their upfront because of their growing emphasis on original programming, said William J. Abbott, president and CEO at Crown Media Holdings. The channels are among a bevy of cable networks that are boosting their slate of original shows to stimulate audience and advertiser interest. "It's really to brand yourself and be different. Running original series, original content, is critical," Abbott said. The New York Times (tiered subscription model) (3/21)
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Trends & Research
Native ads trump pre-roll clips, analysis finds
Native video ads are outperforming pre-roll ads, according to a Sharethrough analysis. Using Nielsen-vetted data, researchers found that native ads generated 82% brand lift, while pre-roll ads generated just 2.1% brand lift. "Native advertising has definitely become one of the buzz words of 2013," notes Nielsen Executive Vice President Dan Beltramo. MediaPost Communications/Online Media Daily (3/21)
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Marketer News
Pepsi redesigns its bottles for the first time in 16 years
Pepsi is changing the look and shape of its bottles for the first time since 1997, adding a swirled grip, shrinking the label and enlarging the logo. The rollout, which covers the Pepsi, Pepsi Max, Diet Pepsi and Pepsi Next brands, will start next month. "The longer-term view is this new design system would eventually hit all touch points beyond packaging," said Angelique Krembs, vice president of marketing for the Pepsi trademark. Advertising Age (tiered subscription model) (3/21)
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Ex-MillerCoors exec Rick Gomez to lead brand marketing at Target
Target has hired MillerCoors and PepsiCo veteran Rick Gomez as its senior vice president of brand and category marketing. Gomez will handle exclusive artists and licensing as well as the retailer's multicultural marketing and owned brands such as Up & Up and Archer Farms. Gomez represents the second major hire by Chief Marketing Officer Jeff Jones, who also tapped Todd Waterbury, former Wieden+Kennedy creative director, as his senior vice president of creative. Advertising Age (tiered subscription model) (3/21)
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Association News
Targeting Audiences Webinar
Join Robin Hafitz, CEO of Open Mind Strategy, on April 9 as she teaches you how to take a list of demographics and psychographics and turn them into insights that provide strategic focus for understanding your target audience. Also learn techniques to interpret data about your audience. This webinar is perfect for account managers, planners, marketers and creatives, and is also open to members and non-members.

Sign up today.
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Inspired Digital Strategy Seminar in Orlando, Fla.
If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this seminar is a must-attend. Don't miss your chance to sign up for this strategy seminar with digital marketing expert Nick New, who will take you through the steps of creating a targeted digital strategy with the right metrics to ensure a greater ROI and a satisfied client. Gain a deep understanding of the impact of technology on your client's business and create clear digital brand strategies.

4A's members and non-members can sign up today for this April 17 event.
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If we were all given by magic the power to read each other's thoughts, I suppose the first effect would be to dissolve all friendships."
-- Bertrand Russell,
British philosopher, mathematician and historian
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