"World's Fastest Agency" promises 24-hour turnaround | Mark Hunter is leaving Deutsch LA | Southwest jettisons humor for more "buttoned-down" message
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March 20, 2013
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News for the advertising, media, and marcom industries

Top Story
Digitas' new North American CEO is Tony Weisman
After the merger of Digitas with LBi, Tony Weisman has been named North American CEO of Digitas, replacing Colin Kinsella. "In DigitasLBi's accelerated journey to institutionalize and deliver a global offering across the spectrum of digital innovation and technology platforms, we are taking significant leaps forward to fully realize the potential of the 'most complete' digital agency network in the world," says Publicis Groupe Chairman and CEO Maurice Levy. Advertising Age (tiered subscription model) (3/19)
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Agency News
"World's Fastest Agency" promises 24-hour turnaround
Billing itself as the "World's Fastest Agency," Floyd Hayes' virtual shop operates via Twitter briefs and turns over a creative concept to clients in 24 hours or less for a one-time fee of $999. "A big question is, 'Is this a stunt?' The answer is, absolutely not. I'm 100% serious. WFA will provide dedication, expertise, respect and passion to each and every brief it receives," says Hayes, a former creative at Cunning, London. Tom Finneran of the 4A's criticized the concept for, among other things, valuing speed over client input. Advertising Age (tiered subscription model) (3/19)
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Mark Hunter is leaving Deutsch LA
Mark Hunter is parting ways with Interpublic's Deutsch LA, sources say. The chief creative officer joined Deutsch in January 2011. There is no word yet on a successor. Adweek (3/19)
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Southwest jettisons humor for more "buttoned-down" message
The first work for Southwest Airlines by TBWA\Chiat\Day Los Angeles bails on the humorous approach of the past with the tagline "Welcome aboard" and a serious message proclaiming the airline's status as the nation's largest domestic carrier. "The new approach for Southwest is not without risk in that it leaves behind the airline's usual jokey pitches for a tack that may seem to many consumers more appropriate for a carrier with a buttoned-down, corporate image," writes Stuart Elliott. The New York Times (tiered subscription model)/Media Decoder blog (3/19)
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Scripps helps marketers shape ad messages, sees payoff
Scripps Networks Interactive is leading the way with televised "sponsored content" or "native advertising" -- spots produced in the same style as the shows they are sponsoring. For example, Scripps has collaborated with Scotts Miracle-Gro on a multiplatform arrangement that includes TV and online ads and advertorials in Food Network Magazine and HGTV Magazine. This collaborative strategy is credited with helping Scripps for the first time cross the $1 billion mark in upfront sales for the current season. The New York Times (tiered subscription model) (3/19)
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Trends & Research
Why aren't small companies spending more on online advertising?
Small companies are dedicating only 3% of their advertising budgets to online initiatives, according to a study by The Boston Consulting Group. Small business' reluctance to pay for online advertising may be due to prior negative experiences or because they are overwhelmed with options, said John Rose, a senior partner at the consultancy. "It's pretty hard for them to winnow their way through the 20 to 40 unsolicited requests they get a month to use digital marketing product A versus digital marketing product B," he said. Adweek (3/19)
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Marketer News
JWT's new sensory-marketing chief wants to expand the field
JWT has set up a sensory-marketing venture with experimental psychologist Charles Spence, who works with brands such as Unilever, McDonald's and Starbucks. Brands test everything from the correct crunching sound for Pringles to the best sound to accompany Courvoisier's aroma. Spence recommends that marketers delve even further into such experiments. One example he gives is turning radio-frequency security tags into actual radios when clothes are being tried on in dressing rooms. Advertising Age (tiered subscription model) (3/19)
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IAB releases SafeFrame 1.0 specifications
The Interactive Advertising Bureau is moving to a new phase in digital advertising metrics with its official release of SafeFrame 1.0 specifications. "[T]he new standards strengthen the evaluation of digital media and promote cross-platform comparisons" by measuring how long the ad is in view and helping determine viewable impressions, writes Laurie Sullivan. Researchers predict that viewable impressions will be a critical factor in increasing average CPMs, Sullivan writes. MediaPost Communications/Online Media Daily (3/19)
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Association News
"The Competitive Edge" Book Free for Members
Join the industry initiative to create a diverse workforce with this free 4A's members book. "The Competitive Edge: Diversity & Inclusion Fundamentals for Agency Leaders," a diversity best-practices publication, was created to provide a grounding in diversity and inclusion strategies, as well as to serve as a reference guide to established multicultural programs and organizations.

Non-members can also order the book for just $20 in the 4A's Bookstore. Order today.
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Inspired Digital Strategy Seminar in Atlanta
Don't miss your chance to sign up for this strategy seminar with digital marketing expert Nick New on April 24. If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this seminar is a must-attend. Gain a deep understanding of the impact of technology on your client's business and create clear digital brand strategies. Nick will take you through the steps of creating a targeted digital strategy with the right metrics, insights and execution to ensure a greater ROI and a satisfied client.

Sign up now.
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Legislative & Regulatory
FDA will halt its push of cigarette labels with macabre images
The U.S. Food and Drug Administration is abandoning its attempt to force cigarette-package labels to include macabre images such as sewn-up corpses and diseased lungs. The plan was found to violate free-speech rights in lower courts, and a memo from Attorney General Eric Holder to House Speaker John Boehner says the FDA will not appeal the case to the Supreme Court. USA Today/The Associated Press (3/19)
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Quality is not an act, it is a habit."
-- Aristotle,
Greek philosopher
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