R/GA opens a new L.A. office with a team of veterans | Carter Murray is succeeding Laurence Boschetto at Draftfcb | London Fog ads eschew heritage for a duck
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March 7, 2013
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Goodby goes global for Doritos as brand gets universal treatment
Goodby, Silverstein & Partners is fashioning Doritos' first global campaign in coordination with the launch of new packaging and logo. A new spot for the PepsiCo brand will show a college-age valet on a Doritos-inspired joyride, with the new tagline "For the bold" translated into spots that will run in Mexico, the U.K., Canada, Spain and Turkey. "With the rise of social media and technology, our world is smaller and more connected than ever before. ... [W]e now provide a consistent storyline, and look and feel from the Doritos brand," said Ram Krishnan, vice president of marketing, PepsiCo's Frito-Lay North America. Advertising Age (tiered subscription model) (3/6)
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The Next Generation of Cross-Media Measurement
Brands need to assess the total effect of their cross-media ad spend on key brand metrics. It's imperative that ad measurement providers keep up with the increased fragmentation of media consumption and availability of content to set the pace and test new hybrid approaches to deliver true cross-media ad effectiveness. Download commentary now.
Agency News
R/GA opens a new L.A. office with a team of veterans
R/GA is adding a second California office to its network, writes Steve McClellan. The new Los Angeles (Santa Monica) office will be temporarily headed by Steve Weinswig, vice president and managing director at R/GA San Francisco. Permanent team members include three Nike-campaign veterans, Executive Creative Director of Experience Design Tara Greer, ECD of Visual Design Mark Laughlin and Senior Technology Director Luke Stiles. "Los Angeles has long been a part of R/GA over the years, with its deep pool of talent and a wide range of industries and clients in Southern California," says Bob Greenberg, chairman and CEO. MediaPost Communications/MediaDailyNews (3/6)
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Carter Murray is succeeding Laurence Boschetto at Draftfcb
Carter Murray is moving from Y&R to WPP sister agency Draftfcb Worldwide as the new CEO. Murray succeeds Laurence Boschetto, who had held the position since 2009 but under whose leadership the agency lost long-standing and major accounts, including S.C. Johnson & Son and MillerCoors. The New York Times (tiered subscription model)/Media Decoder blog (3/6)
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London Fog ads eschew heritage for a duck
London Fog briefly took advantage of a reference on "Mad Men" to revive its brand in 2010, with a campaign featuring the show's Christina Hendricks. But new ads with a duck appear to reject that heritage, "genericizing the brand instead of treating it like a classic icon," said Peter Dixon, creative director at Prophet. Adweek (3/6)
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Fox Business slams CNBC over reality shows in TV spots
CNBC's new reality-based TV entertainment for evening hours is the target of an ad campaign by rival Fox Business News. The ads, which air on CNBC in New York, contrast Fox's all-news lineup with the new CNBC fare, proclaiming "no fluff, no games no nonsense. ... Our business is business; that's our reality." Advertising Age (tiered subscription model) (3/6)
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Trends & Research
Rich-media ads are popular but stressful, survey finds
Roughly half of ad agencies have seen an uptick in demand for rich-media ads, according to a Jivox survey, which found another 20% expect to see such a trend this year. Still, nearly 9 out of 10 marketers say rich-media campaigns are stressful or downright painful to execute. MediaPost Communications/Online Media Daily (3/6)
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Marketers adapt e-mail for mobile but silo the practice
Marketers say the sheer pervasiveness of mobile devices and the continued rise of social media are among the leading factors influencing their e-mail marketing plans, according to a MarketingSherpa report for Vocus Marketing Software. The survey found that more than half of marketers worldwide were adapting e-mail campaigns for mobile platforms, but that the tactic is becoming something of a silo, with 21% saying they were blending their mobile e-mail efforts with their overarching marketing program. eMarketer (3/6)
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Marketer News
Beam's CMO goes to school to hear out students on social
Beam's global chief marketing officer, Kevin George, was among the marketer alumni who returned to Miami University of Ohio for the Miami Rocks symposium to get students' take on real-world marketing issues. George said his social media problem involves organizing and controlling the presence of 50 brands in the U.S. alone. Students at the symposium advised him to concentrate on the biggest brands internally and automate the smaller labels with the use of Big Data. The students also suggested "a very interesting take on how to integrate our old traditional 800-number customer-service organization within a social organization," George said. Advertising Age (tiered subscription model) (3/6)
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VW, Burberry and Adidas to be Google-ized in mobile program
Google is re-booting Project Re:Brief as the company prepares its presence at the South by Southwest conference and festival in Austin, Texas. Last year's project demonstrated how new technology could revive classic commercials for Coca-Cola, Avis, Alka-Seltzer and Volvo, while retaining essential emotional storytelling elements. This year, brands getting contemporary-spot Google treatment include Volkswagen, Adidas and Burberry, under the name "Art, Copy and Code." Separately, a WordStream infographic shows that Google has 21 distinct mobile-monetization products, grading Google Maps, YouTube and Android A+ and Google Offers a C, for example. The New York Times (tiered subscription model) (3/6), VentureBeat (3/6)
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Association News
Startup Alley at Transformation: The Idea Effect
Sign up for one of the most-talked-about conferences of 2013, Transformation: The Idea Effect, which will start Sunday in New Orleans with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13. Attendees will have a chance to demo the future of digital at Startup Alley, which includes social media startup Bonfyre and ad serving solution PowerLinks. Don't miss the future of advertising, media, digital and technology all in one place -- including speakers from Twitter and Facebook.

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Scientific progress makes moral progress a necessity; for if man's power is increased, the checks that restrain him from abusing it must be strengthened."
-- Anne Louise Germaine de Staël,
Swiss author
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