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February 6, 2013News for marketing professionals

  Breaking News 
  • Budweiser names Clydesdale foal "Hope" following contest
    Budweiser has given the name "Hope" to the Clydesdale foal that starred in its popular Super Bowl spot, after getting more than 60,000 suggestions via social media and phone calls. Other popular choices included "Landslide" and "Stevie" after the Fleetwood Mac song (and lead singer Stevie Nicks) featured in the spot. "Many of our fans wanted a name to reflect their optimism and spirit, which the name Hope encapsulates beautifully," says Budweiser Brand Director Lori Shambro. The commercial won the annual USA Today Ad Meter poll for favorite Super Bowl spot. USA Today/The Associated Press (2/5), Adweek (2/5) LinkedInFacebookTwitterEmail this Story
Brand Advocacy at Retail Has Real ROI.
The data shows it pays to turn retail associates into brand advocates. This independent academic study crunched two years of data from 63,500 sales associates at over 330 locations—and discovered that brands with customer-centric brand training sell up to 69% more. Download the infographic.

  Company News 
  • AOL renames as AOL Networks
    AOL is rebranding its Group as AOL Networks. "The brand made people think of the display business" and tended to not be associated with video, says Ned Brody, AOL Networks' CEO. AOL also has new names for its other divisions: AOL Membership Group will be composed of AOL Mail and search, and the Content Brands Group will house online publications such as The Huffington Post. The moves are part of an overarching effort to consolidate and reduce the number of brands the company refers to publicly. Adweek (2/5) LinkedInFacebookTwitterEmail this Story
  • Luna bars aim for levity, diet education with Web series
    The Neighbor agency has created a Web-based series called "Debunking the Diet" for Luna bars. The show, hosted by Funny or Die comedian Erin Gibson, is intended to combine humor with diet and nutrition education. Clif Bar & Co., Luna's owner, will advertise the series on fitness and humor sites, and will rely on event marketing and sampling tactics as well as social media for the brand. "With the rise of social media, we found a lot of great new opportunities online, and we can leverage Facebook and Twitter to have a conversation with women," says Luna Brand Director Rosa Compean. The New York Times (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
  • Colgate weans its pet foods off artificial ingredients
    Colgate-Palmolive's Science Diet dog foods are doing poorly in the market because of a shift in consumer preference away from scientific, lab-created branding to products with flavors and ingredients more fit for humans. So the company's pet food division, Hill's, is putting out a line called Ideal Balance, cutting out corn, wheat and soy in favor of chicken, salmon and vegetables. It has also removed some of Science Diet's artificial flavorings and is more prominently displaying the brand's natural ingredients. The Wall Street Journal (2/5) LinkedInFacebookTwitterEmail this Story
  • Other News
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  Market Trends 
  • Survey: Consumers feel up close and personal with brands
    An survey shows that 79% of U.S. adult consumers agree with this statement: "My relationship with brands is much more personal than ever before." Even more consumers described the shopping experience as being something more than the old purchase-funnel model of identifying a need, exploring options and buying something. According to's director of research, Laura Salant, the funnel has lengthened to six identifiable phases that marketers should target. MediaPost Communications/Online Media Daily (2/5) LinkedInFacebookTwitterEmail this Story
  • Real estate advertisers find themselves at home with live shows
    Real estate marketers are favoring sponsorships of big, live events as they rebuild an ad category shattered by the housing crash. Century 21 ran its second straight Super Bowl ad this year, and Coldwell Banker is starting its campaign season earlier than in previous years to take advantage of social, "DVR-proof" shows such as the Grammys and the Academy Awards. Last year, real estate advertisers cracked the $1 billion spending mark after plummeting below that from a recent high of $3.1 billion in 2006. Advertising Age (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
Top trends and tools for 2015.
Based on a global survey of more than 6,000 digital business professionals, customer experience is considered the key imperative for 2015. Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge.
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Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

  Multicultural Marketing 
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.

  AAF Spotlight 
  • Advertising Hall of Achievement 2013 Call For Nominations
    The American Advertising Federation's Advertising Hall of Achievement is the industry's premier award for outstanding advertising professionals age 40 and under. AAF established this program in 1993 as a way to recognize young advertising professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel.

    Nomination Deadline: March 8, 2013 | Nomination Form LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

There is no better test of an advertisement than whether or not it actually sells the product! In fact, it is the only true way of determining if your advertisement works."
--John Caples, member, Advertising Hall of Fame

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