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February 18, 2013News for marketing professionals

  Breaking News 
 
  • Reebok promotes real people with a "Fire" for fitness in campaign
    Reebok is using more realistic looking exercisers in its "Live With Fire" campaign, which includes yoga and dance to appeal to women as well as walking to promote CrossFit shoes for everyday athletes. "We're not featuring the aspirational actions of today's superstar millionaires in this campaign; we're celebrating individuals who find purpose by pursuing their passions," says Yan Martin, vice president of brand marketing. The campaign began last week with a spot on ESPN and will continue with print, digital, out-of-home and experiential efforts. MediaPost Communications/Marketing Daily (2/15) LinkedInFacebookTwitterEmail this Story
These 3 myths about brand advocacy are holding you back.
Myth 1: You can't tie ROI to brand advocates. The Truth: Retail associates who advocate for your products sell 87% more than those who don't. For the whole story, read the full myth-busting guide.

  Company News 
 
  • Burger King pledges to emphasize value menu in advertising
    Burger King called business conditions for the first quarter "modestly negative" and vowed to become "more aggressive on value" with advertising pushing lower-priced menu items. Burger King ended 2012 with annual revenue down 16% to $1.97 billion, after pursuing a "barbell" strategy of low-end and high-end items. But Barclays Capital analyst Jeffrey Bernstein sees a better future nonetheless, characterizing BK's business as "favorable, with positives more than offsetting negatives. We believe the brand is in the early stages of a turnaround." The Miami Herald (free registration) (2/15), The Wall Street Journal/Corporate Intelligence blog (2/15) LinkedInFacebookTwitterEmail this Story
  • YouTube Ad Blitz winners show the triumph of quieter spots
    Ram's stirring tribute to farmers won YouTube's Ad Blitz Super Bowl contest, with the Budweiser baby Clydesdale spot and Samsung's "Next Big Thing" two-minute spot collecting silver and bronze, respectively. The Richards Group created the Ram spot, Anomaly crafted the second-place spot about the Clydesdale reunited with the rancher who raised it, and 72andSunny made the Samsung comedy with Seth Rogen, Paul Rudd and Bob Odenkirk. "Three of the five, including the top two, are heartwarming productions, rather than the broad comedy for which Super Bowl ads have generally become known," writes Tim Nudd. Adweek (2/16) LinkedInFacebookTwitterEmail this Story
  • Social is the weak point for Google's ad-tech stack, execs say
    Google's DoubleClick Digital Marketing platform is a powerful ad-tech stack that can significantly streamline ad-buyers' workflow, agency executives say. Still, there are some weak points: DDM lacks serious social-ad capabilities and isn't likely to get access to Facebook's API anytime soon. "We need social integration," says DoubleClick sales chief Sean Downey. Adweek (2/16) LinkedInFacebookTwitterEmail this Story
  • Other News
Redefining Measurement from Awareness to Conversion
In our media-saturated world, no two customer journeys are alike-and success depends upon being able to measure what works and what doesn't. In this eBook, you'll learn how to build a tightly measurable, effective programmatic campaign across all stages of the customer journey. Download the ebook now!

  Market Trends 
  • Nielsen: Wine world would gladly toast the next big innovation
    Craft beers and new beer flavors and brands are cutting into wine sales, according to Nielsen. The wine industry's growth slowed to 1.5% last year, down from 4% in 2011, while beer and liquor were up 2% each, despite encouraging trends such as wine sold at Starbucks and a 23.5% jump in New Zealand's wine business. "I keep saying, 'What is the next big thing?' And I don't know what the magical answer is. ... Beer and spirits are doing a lot [of innovation] right now and I think that's helping them," says Danny Brager, Nielsen's vice president and group client director of the beverage-alcohol team. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
Getting Paid: How to Get Customers to Pay Up
Dealing with the money isn't fun, but it's a necessary evil for staying in business. While every business has their ups and downs, the key to positive cash flow is collecting payments in full and on time to keep the cash coming in as predictably as possible. Seem impossible? Learn how these small-business owners did it.

  Interactive 
 
  • How Coke ran out of tweets during the Super Bowl
    Coca-Cola's Twitter-based Super Bowl campaign hit a snag when the drinks giant was barred from posting messages for two hours during prime time. Coke posted tweets thanking individual users for voting in an online game linked to its TV spot, but quickly exceeded Twitter's maximum-post threshold -- it had petitioned for a higher limit and even exceeded that -- and was frozen out of the service. The episode highlighted the difficulties brands can face when running major social campaigns, writes Cotton Delo. Advertising Age (tiered subscription model) (2/15) LinkedInFacebookTwitterEmail this Story
  • Estee Lauder uses QR code to link print to YouTube
    Estee Lauder is using QR codes in ads to link readers of print ads for Advanced Night Repair Eye Serum Infusion to a YouTube video explainer. "The video triggered off the scan of the code provides a level of education that a print ad cannot," says analyst Jeff Hasen, Hipcricket's chief marketing officer. Luxury Daily (2/15) LinkedInFacebookTwitterEmail this Story
Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

  Hot Topics 

Top five news stories selected by AAF SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  AAF Spotlight 
  • AdCamp 2013 | Advertising camp for high school students
    AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today! LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
Courtesy is the one coin you can never have too much of or be stingy with."
--John Wanamaker, member, Advertising Hall of Fame

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