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October 31, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Arby's hires gumshoe to take on Subway's "eat fresh" claim
    Crispin Porter + Bogusky created a nearly five-minute-long parody of detective shows for Arby's, sending tough-talking retired cop Bo Dietl out to investigate where Subway slices its meat, contrasting it with the in-store slicing offered by Arby's. Larry Charles, who helmed "Borat" and "Bruno," directed the video, which seeks to discredit Subway's "eat fresh" motto. Adweek (10/30) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • MasterCard consolidates PR duties at Ketchum
    Ketchum has ousted Weber Shandwick as the public relations shop of MasterCard, winning a review for the consolidated U.S. business. Andrew Bowins, MasterCard's senior vice president and group head of external and worldwide communications, said the move was part of an effort to "advance the business through consumer- and customer-engagement models that allow MasterCard to integrate digital, social, online and traditional communication vehicles in a manner that engages people, merchants and governments in a more meaningful way." Advertising Age (tiered subscription model) (10/30) LinkedInFacebookTwitterEmail this Story
  • Are digital marketers forgetting the basics of branding?
    As they race to embrace the digital revolution, ad agencies risk forgetting the basics of brand-building, warns Ron Berger, the former top executive at Euro RSCG. Hiring workers who can wrestle algorithms or analytics is all well and good, Berger says, but agencies also need old-fashioned branding experts. "Old school or new school, the most important school is understanding the power of a brand," he says. The New York Times (tiered subscription model) (10/30) LinkedInFacebookTwitterEmail this Story
  • Zeebox second-screen app gets full-bore television campaign
    Zeebox and your TV are meant to be naturally paired, according to a new campaign by the agency Mother. In six separate spots, the Zeebox-TV pairing is compared with other complementary items -- from the traditional, such as chocolate-chip cookies and milk, to the whimsical, such as a movie monster and a slow-running teenager. NBC and Comcast are partnering with the second-screen application as it expands to the U.S. from the U.K., with other service providers and programmers to follow, writes Tim Nudd. Adweek (10/30) LinkedInFacebookTwitterEmail this Story
  • Publishers enjoy 50% boost in digital news circulation
    Digital circulation of newspapers rose to 15.3% of the total average in the first six months of 2012, compared with 9.8% in the same period last year, giving some relief to publishers suffering another decline in print, according to the Audit Bureau of Circulations. Digital circulation includes metered websites, smartphones, tablets and e-readers. The Wall Street Journal, USA Today and The New York Times were the top three newspapers during the period. The New York Times (tiered subscription model)/Media Decoder blog (10/30) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Report: Video ads reached half of U.S. population in September
    Americans viewed more than 9.4 billion online video ads in September, according to a comScore report. About 51% of the U.S. population watched at least one video ad in the course of the month, and the average person watched 60.2 ads. Google remains the top ad-video property, serving 1.7 billion ads totaling 142 million minutes of viewable content. TechCrunch (10/29) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Campbell hires its first CMO, takes aim at younger consumers
    Campbell Soup has hired Michael Senackerib, formerly chief marketing officer at Hertz and a Campbell employee before that, as the company's first CMO. Senackerib vowed to woo younger people to the brand via digital and social media. President and CEO Denise Morrison says, "We've always been a consumer-focused company, but our focus was on baby boomers. We have a huge opportunity with the next generation." The Wall Street Journal (10/31) LinkedInFacebookTwitterEmail this Story
  • Analysis: Verizon's numbers prove substance beats style
    AT&T's rebranding effort has been no match for Verizon Wireless' working network, writes Jonathan Salem Baskin. The proof is in the latest quarter, when Verizon signed almost ten times as many new customers as AT&T. "Verizon [is] basing its brand not on the miracles of fantasy brought to the marketing department by its agencies, but instead on communicating its operational performance," Baskin writes. Advertising Age (tiered subscription model) (10/30) LinkedInFacebookTwitterEmail this Story
  • Ford gives Need for Speed fans a virtual test drive
    Ford's Focus ST is featured prominently within the recently released Electronic Arts game Need For Speed Most Wanted, and the companies are touting the game and the car in a TV spot. Such product placements have worked well for Ford in the past, and they give potential real-world drivers a virtual test drive, says Brian McClary, Ford's social and emerging media analyst. MediaPost Communications/Marketing Daily (10/30) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Creative Project Management Workshop
    Project Management can provide a key advantage to agencies. A firm foundation in the principles of project management will keep your agency projects on track and on time. It promotes teamwork, improves communication, reduces costs and stress, and ensures that appropriate project elements are properly identified, monitored, and measured. The 4A's Dallas Council presents the ADEPT Creative Project Management Workshop, Nov. 8 in Dallas. Catherine McIntyre-Velky will provide participants with agency-proven project management techniques, tips and approaches that will help to ensure a project's success.

    Registration is available to both 4A's members and non-members. Visit the website to learn more and to register. LinkedInFacebookTwitterEmail this Story
  • 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
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Where there is no imagination there is no horror."
--Sir Arthur Conan Doyle,
Scottish physician and writer

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