Heineken USA reverses out-migration of Tecate English work | Scion taps WDCW for spring regional campaign | Vaseline debuts Spray & Go moisturizer
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March 8, 2013
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Caribou Coffee campaign includes 3D billboard, first TV spot in 3 years
Caribou Coffee is returning to national television for the first time since 2010 as part of a Colle + McVoy campaign that includes a 3D billboard, radio and in-store marketing. The TV spot shows mostly outdoor scenes, offers bromides about enjoying life and the tagline "Life is more than coffee. ... That's why there's coffee." The billboard constructed in Minneapolis uses a 3D coffee cup and features a scene from the TV spot. MediaPost Communications/Marketing Daily (3/7)
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Agency News
Heineken USA reverses out-migration of Tecate English work
Hispanic marketing is crossing the border in a different direction, with Heineken USA assigning the English-language work for the Mexican beer Tecate to Inspire in Dallas, writes E.J. Schultz. Mexican agency Olabuenaga Chemistri has handled the work for more than a year, following a Heineken consolidation, and will continue to do the Spanish-language advertising for the U.S. market. Heineken also handed Inspire the Mexican dark lager beer Indio. Advertising Age (tiered subscription model) (3/7)
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Scion taps WDCW for spring regional campaign
Toyota's Scion brand is reaching beyond its current national agency, Dentsu's Attik, for a broad regional advertising drive, tapping the Los Angeles office of WDCW for the task. WDCW says it is working on a spring campaign for all of Scion's five models. Adweek (3/7)
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10 ways to inspire creativity in your staff.
Fostering creative business practices isn't as hard as it seems and can lead to smart solutions. Use these ten techniques to help inspire and encourage creativity in your staff. Read the article and learn 10 ways to get the creative juices flowing.

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Vaseline debuts Spray & Go moisturizer
Vaseline is launching Spray & Go moisturizing sprays, a response to consumer concerns that moisturizer takes too long to apply and sink in. Online ads for the Unilever-owned brand show a woman using the spray to moisturize and dress in 10 seconds. The New York Times (tiered subscription model) (3/7)
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Miller Lite hangs with celebrities in Miller Time spots
Miller is prepping a set of commercials for Lite through Saatchi & Saatchi featuring celebrities such as Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove -- men the brand says have "common-man cachet," writes E.J. Schultz. The strategy is "solely focused on Miller Time. The celebrities that appear are guys that I think guys can actually picture hanging out with," says Con Williamson, Saatchi & Saatchi chief creative officer. Advertising Age (tiered subscription model) (3/7)
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ESPN takes cautious approach to tapping sports metrics
ESPN is trying to determine a programming balance between emphasizing metrics about athletes' performances and the entertainment value of its content. "It's definitely a struggle," ESPN analytics specialist Alok Pattani said at the MIT Sloan Sports Analytics Conference. "There's this inherent idea with say, a stat like quarterback rating where they think they can watch the quarterback themselves and assess how good he is. You really have to overcome biases." Adweek (3/7)
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Issue ad market cool despite abundance of hot buttons
Hot-button political issues abound, but political advertising associated with them has largely been absent, with only about $22 million spent on TV spots over January and February. Among the reasons for the inactivity may be President Barack Obama's second and final term and a sluggish Congress, said Elizabeth Wilner, vice president of Kantar Media's Campaign Media Analysis Group. "Congress isn't really doing anything, and that is never great for advocacy advertising," Wilner said. Adweek (3/7)
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Trends & Research
CPG brands take the plunge into mobile advertising
Two-thirds of consumer packaged goods advertisers are planning an increase in mobile ad purchases over the next year, according to an Advertiser Perceptions survey. Just 2% of CPG brands said they planned to curb mobile spending. Advertising Age (tiered subscription model) (3/7)
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Marketer News
Chevy picks New York International Auto Show to show off SS model
Chevrolet will be leveraging the New York International Auto Show as the showcase for its first completely new performance car, the SS. Unlike predecessors many years back with the SS tag, the new model is an entity unto itself, based on GM's Holden Commodore sold in Australia. MediaPost Communications/Marketing Daily (3/7)
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Technology
Marketers shut out as Facebook updates newsfeed
Facebook surprised marketers Thursday by effectively shutting them out of the social network's new content-specific feeds, with CEO Mark Zuckerberg saying it hadn't yet been decided how to handle advertising on the feeds. Targeting brand jingles to the Music feed or image-based ads to the Photos feed would "definitely [be] a great opportunity for advertisers" says Performics global CEO Daina Middleton. "I don't know why they're not making that available right now." Adweek (3/7)
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Association News
Which part of Transformation: The Idea Effect are you most excited about?
Sessions focused on advertising and media  71.43%
Social media and technology panel events  28.57%
O'Toole Award winners  0.00%
Startup Alley  0.00%
Celebrity chef Susan Spicer  0.00%
Onsite Registration for Transformation: The Idea Effect
Just a few days away, Transformation: The Idea Effect will start in New Orleans on Sunday with the Management Practitioner's Forum, formerly the SAMS Workshop. Onsite registration will be available. The full conference runs until March 13. Panel events include topics on social media, mobile technology, and creative production. Speakers include Sallie Mars, SVP and chief diversity officer at McCann Worldgroup, Robert Wong, creative director at Google Creative Lab, and Susan Credle, CCO at Leo Burnett Worldwide.

Register now or with us in New Orleans. We look forward to seeing you there.
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Members and non-members can register today.
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SmartQuote
Hope never abandons you, you abandon it."
-- George Weinberg,
American psychologist, writer and activist
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