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October 11, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Alex Bogusky aims "Truth" tactics at soda companies
    Noting his acclaimed "Truth" anti-smoking campaign, the Center for Science in the Public Interest has tapped former Crispin Porter + Bogusky partner Alex Bogusky to take on Big Soda. Bogusky's "The Real Bears" spot, for example, ridicules Coca-Cola's polar bear ads. "This project attempts to contrast the marketing hype around soda with the stark reality, and it is my hope that it makes a small contribution to a critical cultural awakening," says Bogusky. Advertising Age (tiered subscription model) (10/10) LinkedInFacebookTwitterEmail this Story
Undertone Video - Play at a Higher Level
When it comes to video advertising, all views are not created equal. That's why at Undertone we've developed three effective and fully transparent ways to buy digital video, each designed to meet specific advertiser objectives. Undertone Video: it's time to Play at a Higher Level.
  Agency News 
  • BBH wins Dove Men+Care assignment from Unilever
    Just weeks after a round of layoffs, BBH has won an assignment from Unilever to work on Dove Men+Care, though the consumer goods giant isn't getting rid of Dove's main agency, Ogilvy. BBH, which previously worked on the company's Axe line, will assign the project to its London and New York offices. Dove Men+Care's 2010 Super Bowl spot was Ogilvy's doing, while Davie Brown Entertainment created the "Journey to Comfort" series of athlete testimonials. Advertising Age (tiered subscription model) (10/10) LinkedInFacebookTwitterEmail this Story
  • Ad agency spinoff will create sports content for TV
    Interpublic Group's Amusement Park Entertainment has opened a spinoff unit for creating sports content and marketing. Some pro athletes will be repped by the firm, while others will partner on projects. Among the first programs are "Divas and Jocks," a planned weekly series that will match up male athletes with female performers, and a street sports competition for Fox Sport Networks. MediaPost Communications/MediaDailyNews (10/10) LinkedInFacebookTwitterEmail this Story
  • Girl Scouts to promote achievement through campaign, box message
    The Girl Scouts of the USA is overhauling its cookie-box design and starting a multimedia campaign focusing on active lifestyles and success stories. The "This Is What a Girl Can Do" campaign, through agency Anthem Worldwide and under new CEO Anna Maria Chavez, will run as PSAs on TV and radio and in print and online. The front of the box shows Girl Scouts at work, and the back tells the story of successful adults and former Girl Scouts. The New York Times (tiered subscription model) (10/10) LinkedInFacebookTwitterEmail this Story
  • Other News
  Trends & Research 
  • Travel apps are a multi-use hit with mobile users
    Travel applications are proving popular with mobile consumers, and they can be used for more than just bookings, this article notes. Nielsen data show the travel app category is growing faster than any other category except for photography. While looking up hotel locations and directions is the most common use of such apps, users report turning to travel apps for wide variety of functions, including doing research on nearby attractions. eMarketer (10/11) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • BodyArmor drink beefs up its roster of athlete owner-endorsers
    BodyArmor's roster of sports figure endorsers/investors is growing by the day, now including baseball player Mike Trout and football players LeSean McCoy, Jason Pierre-Paul and Ray Rice. Each athlete has an equity stake in the sports drink. The "SuperTeam" being built by creator Lance Collins is deliberately young, in the hopes that the demographic will buy into the nutritious-minded message. Forbes (10/10) LinkedInFacebookTwitterEmail this Story
  • Jennifer Aniston is "Living Proof" of hair products' power
    Jennifer Aniston, a hairstyle icon since her days on "Friends," is taking an equity stake in the hair-care startup Living Proof. She'll also influence the marketing, appearing in the brand's commercials and giving input into packaging and products. The brand hopes the one-two punch of celebrity and science -- the products are based on MIT research -- can help to crack a crowded field. The Wall Street Journal (10/10) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 4A's "Best Practices Guidelines for Digital Media Audits" Released
    Members from the 4A's Digital Marketing and Media Agency Finance Committees joined together to develop "Best Practices Guidelines for Digital Media Audits" for advertisers that utilize audits as part of their governance approach to managing and monitoring digital media activities.

    "Best Practices Guidelines for Digital Media Audits" is structured to provide advertisers with important information about the way digital media transactions are planned, negotiated and executed. The publication suggests industry best practices and recommends constructive steps that advertisers can and should take to ensure that their media investments are effectively and efficiently planned, purchased and verified.

    This guide is free for members and is available at the 4A's bookstore! LinkedInFacebookTwitterEmail this Story
  • Before You Get It Made, You Must Get It Sold: How to Sell Creative Work to Clients
    Presenting creative work to clients or prospects is not as much about presentation skills as it is about selling skills. Clients need to be transformed from "creative evaluators" to "creative champions." The 4A's Account Management Workshop, Oct. 18 in Milwaukee, will show you how to turn clients into champions of your creative work instead of killers of great ideas. The workshop explores how to turn creative staff from presenters of work to proponents of work, and how to sell the big idea instead of the details.

    Registration is open to both 4A's members and non-members. Visit our website to learn more about the program and to register. LinkedInFacebookTwitterEmail this Story
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Action may not always bring happiness; but there is no happiness without action."
--Benjamin Disraeli,
British politician

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