WPP's merger of G2 and OgilvyAction eyes emerging markets | Beam readies St. Patrick's Day push for Kilbeggan Irish Whiskey | Google ad demos the birth of the interconnected life
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March 6, 2013
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WPP's merger of G2 and OgilvyAction eyes emerging markets
WPP Group is merging G2 and OgilvyAction in May, forming what it calls the biggest global activation agency, writes Andrew McMains. The "geographic footprint of each agency is complementary with each other and a major purpose of the new organization will be to drive these disciplines more strong into emerging markets," according to a WPP statement. Adweek (3/5)
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Agency News
Tampax account switches from Leo Burnett to Publicis Groupe
Leo Burnett, which has had Procter & Gamble's Tampax account since 1996, is losing it to Publicis Groupe as of July 1. "As we refresh our strategy for continued growth for the brand, we believe the time is right for a new approach in our communications, including an agency change, and that Publicis can provide a fresh creative approach to help us with our growth plans," P&G spokeswoman Tressie Rose said. P&G's bigger Always brand, as well as related global assignments for feminine-hygiene products Whisper, Discreet and Naturella, will stay with Leo Burnett. Advertising Age (tiered subscription model) (3/5)
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Beam readies St. Patrick's Day push for Kilbeggan Irish Whiskey
Beam's Kilbeggan Irish Whiskey brand will serve a series of humorous YouTube videos to emphasize a St. Patrick's Day push that began a half-year ago with the establishment of a "Halfway Day." The spots include Irishmen nervously knitting to relieve their apparent anxiety over the Kilbeggan secret being out in America. MediaPost Communications/Marketing Daily (3/5)
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Google ad demos the birth of the interconnected life
A Google ad by its U.K. in-house agency Across the Pond shows a pregnant woman in touch via video chat all day with her husband, illustrating the use of chat, maps and search along the way, writes Gabriel Beltrone. "Google, always listening, is your and her new best friend. It's also your secretary, your therapist, your financial adviser, your real estate agent, your navigator and your midwife," Beltrone writes. Adweek (3/5)
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Media firms elbow their upfronts to the front of the line
Gannett, Viacom's CMT, and News Corp.'s Fox Sports Media Group each held upfront events Tuesday, part of a recent trend of "front-running the upfronts" that have traditionally taken place in the spring, writes Stuart Elliott. "Every single day of the year, you can be at an upfront, an 'infront' or a 'newfront,' " said MediaLink President Wenda Harris Millard. Fox Sports at its event unveiled the long-anticipated Fox Sports 1, its new national sports channel, which will bow Aug. 17. The New York Times (tiered subscription model) (3/5)
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Trends & Research
Are CPGs inventing too many new problems to solve?
Sometimes marketers seem to be making up solutions to problems that don't exist, writes Jack Neff. For example, an ad claim that Secret Clinical Strength Antiperspirant works well against worse-smelling "stress sweat," or the ugliness of female armpits cured by Unilever's Dove Go Sleeveless. A YouTube video for Sun Products' Wisk claiming that there are invisible stains in clothes has drawn millions of views and some social media suggestions that it's either a parody or a scam. "Everyone is looking to consumer research for ideas. It's desperation time," says beauty-industry consultant Suzanne Grayson. Advertising Age (tiered subscription model) (3/5)
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Marketer News
Wal-Mart to open 115 more small-format outlets
Wal-Mart is pleased with the performance of a new set of stores under 60,000 square feet -- a smaller format where location rules, says Bill Simon, chief of Wal-Mart's U.S. division. The retail giant hopes to open 115 more this fiscal year. "We can deliver price, and assortment and fresh food and Rx," says Simon. The Wall Street Journal (3/5)
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Tumblr adds mobile ads, expects profits this year
Tumblr expects to turn a profit for the first time this year, after expanding its advertising service to include mobile ads. Officials said the company would avoid launching a standard ad network and would instead focus on providing brands with tools for creative promotional work. "We're not bringing them a template or format to complete," says sales chief Lee Brown. "We're giving them a canvas. That takes a lot of time and a lot of thought." Bloomberg (3/5)
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Association News
Creative Ways Agencies Can Get Paid Webinar
Last chance to sign up and tune in to Tim Williams, founder of Ignition Consulting Group, on Thursday 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.
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Ohio Seminar: Strategy For Account Managers
Learn essential strategy development tips, including how to write a new business pitch and strategic alignment best practices, with this hands-on workshop, sponsored by the 4A's Northeastern Ohio Council on March 20. Hosted by Robin Hafitz, one of the first American practitioners of account planning, this seminar, at The Club at Key Center, will help mid- and senior-level account managers at marketing communications firms polish their strategic skill sets.

Reserve a seat now.
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Every time you spend money, you're casting a vote for the kind of world you want."
-- Anna Lappé,
American writer, speaker and activist
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