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January 16, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Google wins USA Today competition for best print creative
    Google's Creative Lab unit won the USA Today Print Advertising Competition that was held to coincide with the newspaper's redesign. The Lab's entry was a print ad for Google+ Hangouts as an alternative to real meeting spaces, featuring fictional edits to a story about the Dalai Lama being denied a visa, inserting language about his decision to join a Hangout instead. Industry observers noted the irony of Google -- a leader in the online advertising revolution that has so jeopardized the future of newspapers -- winning a competition for print advertising. The New York Times (tiered subscription model) (1/15) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Reebok again turns to DDB for global lead
    Reebok has reappointed DDB as the brand's lead global agency after about a year away from the agency. McGarryBowen is out. DDB's New York office will be in charge of the account, and Chief Creative Officer Amir Kassaei says the task will be "to redefine the fitness category." Adweek (1/15) LinkedInFacebookTwitterEmail this Story
  • Red Robin taps Vitro for creative
    Vitro is assuming creative duties for burger chain Red Robin, succeeding Periscope, which didn't defend in the company's review. "Vitro impressed us with their insurgent attitude, their top-to-bottom understanding of our business and their track record of growing challenger brands," said Denny Marie Post, Red Robin's chief marketing officer. Advertising Age (tiered subscription model) (1/15) LinkedInFacebookTwitterEmail this Story
  • Brown-Forman brings its "bartender's brand" Tuaca to TV
    Despite a fabled history of having been discovered and shared by bartenders in Texas and Colorado, Brown-Forman is turning to its first television ad campaign for its Tuaca vanilla-citrus liqueur. The Boxing Clever-created ad shows citrus fruit and a glass tumbling in sync toward a bar and uses the tagline "Uncap your spirit of adventure." The ads will air on cable networks ESPN, Comedy Central and TNT, as well as during some broadcast shows, in three markets to start: Denver, Colorado Springs and Austin, Texas. Advertising Age (tiered subscription model) (1/15) LinkedInFacebookTwitterEmail this Story
  • Letterman may appear in another Super Bowl in-house promo
    CBS has hinted that it might be prepping another promo for the Super Bowl starring David Letterman, who was featured in past spots that played off Letterman feuds with Oprah Winfrey and Jay Leno. Creative in-house promos have become a trend, writes Brian Steinberg. "CBS, NBC and Fox have all gone the extra mile in recent Super Bowls, running promos that make better use of humor and celebrity and stand much closer to the high-production-value ads from paying sponsors," he writes. Advertising Age (tiered subscription model) (1/15) LinkedInFacebookTwitterEmail this Story
  • The Atlantic offers regrets over advertorial deal with Scientology
    The Atlantic's online site has pulled an advertorial for Scientology after criticism from, Gawker and other online sites, despite the piece being labeled "sponsored content." The Atlantic released a statement saying it had been exploring new forms of digital advertising, but "failed to update the policies that must govern the decisions we make along the way. ... We remain committed to and enthusiastic about innovation in digital advertising, but acknowledge -- sheepishly -- that we got ahead of ourselves." The Wall Street Journal/Speakeasy blog (1/15) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Report: Marketers pay a premium to reach iPad users
    Marketers are willing to pay higher prices to reach iPad users than they pay to reach Android device and iPhone users, according to MoPub data. That's partly because iOS users click on ads more often than Android device users, the data suggest. VentureBeat (1/15), Adweek (1/15) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Wal-Mart looks to counter negative news with plan to hire vets
    Wal-Mart has pledged that, starting on Memorial Day, it will hire any honorably discharged veteran who wants work, a move the drew a 69% favorable rating in Infegy's Social Radar. But much fewer people were buzzing about the announcement compared with more widely reported news of a Mexican bribery scandal and a wildcat strike initiated by some employees on Black Friday, according to Infegy. Although the company "will need a lot more good days to counter the impact from months of unfavorable publicity," sales have remained strong, Jack Neff writes. Bloomberg Businessweek (1/15), Advertising Age (tiered subscription model) (1/15) LinkedInFacebookTwitterEmail this Story
  • Can Avis maintain Zipcar's trendiness?
    Rivals and skeptics are wondering how Avis will market its acquisition of ride-sharing company Zipcar, which was met with skepticism on Facebook among the brand's fans. The brand has grown through a strong social media following and user evangelization, and Avis CEO Ronald Nelson said that the company is "committed to retaining the elements of the Zipcar brand and culture." But Avis hasn't exactly been at the forefront of social media brand-building, and "this might mean a learning curve ahead," writes Joan Voight. Adweek (1/15) LinkedInFacebookTwitterEmail this Story
  • Disney plugs in Activision idea for action-figure mash-up game
    Players will be able to mash up a host of past and present characters in Disney Interactive Studios' new Infinity video game. The concept is similar to Activision Blizzard's Skylanders game, which allows players to plug in real-life action figures for in-game use. Three characters will come with the starter kit, as Disney is banking on children wanting to collect a steady rollout of their favorite Disney figures. "We want to focus on products that are super high quality and that can be sustained and built on over time," says John Pleasants, Disney Interactive's co-president. The New York Times (tiered subscription model)/Media Decoder blog (1/15) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Webinar Alert -- Competitive Pitch Discovery: Getting to the Heart of What it Takes to Win
    Polish your competitive pitch skills in the new year! Brent Hodgins of Mirren Business Development will host a webinar on Jan. 29 that will show you the behind-the-scenes of a competitive review. Learn a step-by-step process that will make your prospects open up, and uncover how to ask the best discovery questions and tactics that will provide the results you need. Leave with an approach that will help you better understand your real chances of winning and what it will take to beat other agencies.

    Single and unlimited access viewing options available. Sign up now. LinkedInFacebookTwitterEmail this Story
  • L.A. Seminar Alert -- Leading the Charge: Senior Agency Management Skills for a Changing Industry
    Sign yourself up for running a better agency team in 2013 by registering for this seminar. This workshop, specifically designed to help senior advertising executives with the tools and direction they need to lead in a changing industry, will be conducted by Jeff Hiller of JB Training Solutions. He will provide answers to the most challenging issues facing today's agency leaders, including how to connect with younger colleagues and motivate junior team members.

    Save a spot now for this Feb. 12 event, which will be hosted at Ignited USA in El Segundo, Calif. Non-members are also welcome to attend. LinkedInFacebookTwitterEmail this Story
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Not in the clamor of the crowded street, not in the shouts and plaudits of the throng, but in ourselves, are triumph and defeat."
--Henry Wadsworth Longfellow,
American poet and educator

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