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March 29, 2012

News for the advertising, media, and marcom industries

Top Story

Hulu's Kilar predicts future of TV
Speaking at the 4A's Transformation conference in Los Angeles, Hulu CEO Jason Kilar predicted that television will become more personalized and social. "If we're really on our game, people will look back on it and will say, 'Wow, I can't believe TV was like that in 2007,'" he said. Los Angeles Times/Company Town blog (tiered subscription model) (3/28)

Agency News

Bacardi taps Mullen for global duties on Grey Goose
Interpublic's Mullen won global creative duties for Grey Goose vodka after a review, a feat for a Boston shop with no foreign offices. The client's new head of marketing, Lyle Tick, has an agency background that includes a stint at Mullen's sibling Gotham. Advertising Age (tiered subscription model) (3/28)

Expedia taps 180LA for ad account
Online travel site Expedia will use 180LA as its creative agency. The assignment includes digital and social. TargetCast TCM handles buying and planning for Expedia. ClickZ (3/28)

Creative

Depend uses younger models
A campaign by Ogilvy & Mather Worldwide for Kimberly-Clark brand Depend gives adult incontinence a more youthful look. NFL players and sexy soap stars model the Real Fit for Men and Silhouette lines for charity. The New York Times (tiered subscription model) (3/28)

Media

Sorrell says WPP clients will spend $2 billion on Google
Speaking at the 4A's conference, WPP CEO Martin Sorrell predicted that a confluence of changes in metrics, privacy issues and targeting will come to a head this year. Sorrell added that WPP's clients expect to spend $2 billion on Google alone and double their investments in Facebook. MediaPost Communications/Online Media Daily (3/28)

Is News Corp. angling to rival ESPN with a sports net?
News Corp. may have plans to convert its action-sports network Fuel into a full-time sports channel and future rival to Disney-owned ESPN. The network is said to be cobbling together more sports rights after signing the Pac-12 and Big-12 college conferences in previous negotiations. News Corp. also owns 20 regional sports networks. Bloomberg (3/28)

Dodgers sale price is about TV
The $2.15 billion being paid to acquire the Los Angeles Dodgers baseball franchise set a record for professional sports, but the high valuation could be justified by lucrative TV rights. PaidContent.org (3/28), The Wall Street Journal (3/29)

Trends & Research

Finding creativity in big data dominates 4A's discussion
Speakers at the 4A's conference emphasized the importance of insight gleaned from data and echoed the theme that "nothing will replace great creativity," as MDC Partners CEO Miles Nadal put it. Microsoft's Jaron Lanier urged agencies to not lose their focus on "creating romance." Adweek (3/27)

ABC Television Group and Nielsen meter video use via iPad
Disney/ABC Television Group has teamed with Nielsen to measure video consumption on the iPad platform. A 200-member panel will have a meter installed on their device that tracks video use and other activity. Variety (subscription required) (3/28), MediaPost Communications/MediaDailyNews (3/28)

Sponsored Content

Marketer News

Tutoring budding brands
Agency holding companies have joined companies such as Procter & Gamble's Brandery in serving as startup incubators. While Brandery has helped the likes of RentShare craft their images, Omnicom, WPP, Interpublic and Publicis have staked a claim in the market, seeing it as an opportunity for an early look at innovation. The Wall Street Journal (3/28)

Technology

Digital to fuel growth in local-ad spending through 2016
Vigorous growth in digital over the next four years is expected to contribute to modest growth in local advertising, with total spending projected at $151.3 billion by 2016, according to BIA/Kelsey. Ad spending in traditional media, meanwhile, is expected to be nearly flat. eMarketer (3/29)

Association News

2012 4A's Public Relations Conference: What Good Is Good If No One Knows?
It takes more than just talking the talk or good intentions to have a successful, socially responsible brand. Telling your story -- the right way, and to the right people -- is essential for building trust and awareness. Join us for a panel conversation on "Building a Brand For Good" featuring representatives from nonprofit, advertiser, and green companies at the 2012 4A's PR Conference, "Managing Brand Reputation in an Agile World -- An Uncensored Conversation," April 25-27 in New York City.
And to sweeten the pot, we are offering a 25% discount on the conference price if you register three or more people from the same office. There's no way you can say no to such a great deal for such great content! View the conference agenda and register online.

What Today's Clients Want Most From Their Agencies
Today's clients have a different definition of "agency value" than they had even a decade ago. By understanding and responding to these expectations, agencies can become much more indispensable in their client relationships. The 4A's Webinar "What Today's Clients Want Most From Their Agencies," April 20, can help agencies and clients create a mutual understanding of goals, better align needs and expectations, and develop a platform for identifying and tracking metrics of success.
Special pricing options are available for single registrants, conference room and full-agency access to this Webinar. Visit the 4A's website to learn more and to register today.

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