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November 29, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Early peek: Lineup for next year's Super Bowl starts to take shape
    Volkswagen will return with Deutsch L.A., minus the dogs; PepsiCo's Doritos is back with its amateur ad-contest promotion; and Wieden+Kennedy will create a spot for Oreo cookies and potentially Coca-Cola as well, according to this early cheat sheet on next year's Super Bowl commercials. Though the creative playbook is mostly secret, many of the players, who spent about $3.8 million a package, have been announced. Advertising Age (tiered subscription model) (11/28) LinkedInFacebookTwitterEmail this Story
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  Agency News 
  • Mondelez puts Martin Agency on Oreo's multiagency roster
    The Martin Agency has worked its way on to Mondelez International's creative roster for Oreo. The assignment is part of the multiagency approach the former Kraft division devised and implemented when it announced Wieden+Kennedy had won a shootout for the upcoming Super Bowl spot. Industry observers say Martin would likely be in charge of creative strategy in the U.S., and Draftfcb would handle the global brand direction. Advertising Age (tiered subscription model) (11/28) LinkedInFacebookTwitterEmail this Story
  • Other News
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  • More brands link themselves to holiday shopping season
    More brands than ever before are risking getting lost in the Christmas shuffle by creating holiday-themed ads, writes Stuart Elliott. A FedEx spot shows a woman parked outside an always-open office, Black Friday style, and highlights the package-shipper's busiest season. Seemingly unrelated brands are also reaching for connections: Security company ADT is promoting automated lights control and home monitoring, to "let you know when [Santa] has arrived," and the candy brand Peeps, which usually rallies around Easter, has introduced a candy cane flavor and Christmas- and Hanukkah-related ads. The New York Times (tiered subscription model) (11/28) LinkedInFacebookTwitterEmail this Story
  • Google shoppers could get "scroogled," Microsoft claims in ads
    Microsoft has launched a broadcast, print and Web campaign mocking Google and warning consumers that they'll get "scroogled" if they use the search engine for online shopping. The campaign, anchored around a website, highlights Google's recent decision to charge merchants for placements in Google's shopping section, a move that Microsoft contends puts Google's revenues ahead of consumers' best interests. USA Today/The Associated Press (11/28) LinkedInFacebookTwitterEmail this Story
  • A concrete rose by any other name is a Ford Fusion
    A Ford Fusion spot aimed at African-American buyers is inspired by a poem by the late rapper Tupac Shakur, "The Rose that Grew from Concrete." The Uniworld Group campaign will air on BET, NBA on TNT and TV One, and it also includes Web-based behind-the-scenes videos and social media elements. Shawn Thompson, Ford's multicultural marketing manager, says the brand is going to lean heavily on sponsorships and experiential marketing. MediaPost Communications/Marketing Daily (11/28) LinkedInFacebookTwitterEmail this Story
  • Other News
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  Trends & Research 
  • Digital boosts overall rise in magazine readership
    Total magazine readership has risen by 20 million to 1.2 billion since spring, and digital contributed 4.4 million of those new readers, with total readership now at 13.5 million, according to GfK MRI. In percentage terms, total readership rose 1.6% while digital increased 47% during the period. Adweek (11/28) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • LinkedIn woos big marketers with new online-ads API
    LinkedIn is seeking to transform itself into a major online advertising platform by launching an online-ads API that will allow marketers to build third-party tools to manage brands' LinkedIn campaigns. The move lets marketers bypass LinkedIn's self-serve platform, making it easier to run major campaigns at scale. "LinkedIn was in some respects behind, and this catches them up," says Bizo CEO Russell Glass. Adweek (11/28) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Working Together When You're Apart: Navigating the Virtual Workplace
    What's in store for the office of the future? There's a very good chance that it won't be brick and mortar. Our new work culture is increasingly dependent on conference calls, webinars and e-mail -- a big change from the traditional agency culture rooted in regular face-to-face team meetings, in-person presentations and water-cooler rendezvous. The trend of working remotely presents challenges for everyone.

    This 4A's webinar, on Jan. 17, 2013, will reveal a new set of best practices for navigating the virtual workforce, including tips for solidifying a foundation of trust, giving and receiving feedback remotely, and keeping energy and morale up. By setting clear goals, providing direction, and outlining a communication plan, every employee has clarity to be more productive and connected within the agency and client -- even from a distance.

    This webinar is open to members and non-members. Learn more and register. LinkedInFacebookTwitterEmail this Story
  • 4A's 2013 Transformation: The Idea Effect Conference Set in the "Big Easy"
    Transformation: The Idea Effect will be held in New Orleans from March 10 to 13. The annual thought-leadership conference will provide top-to-top conversations and idea exchange across the entire advertising community. Attendees get to rethink, reprogram and reboot. And while you're at it, you'll also find the time to laissez les bons temps rouler.

    Topics will include the economic value of advertising and how strengthened brands benefit individuals and the bottom line, as well as corporate responsibility. And top leaders from media investment agencies will be front and center, exploring content creation, the buying process, mobility, the positive effects media has on brands and what is in store for media's future.

    Registration is now open. LinkedInFacebookTwitterEmail this Story
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We acquire the strength we have overcome."
--Ralph Waldo Emerson,
American writer

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