Reading this on a mobile device? Try our optimized mobile version here: http://r.smartbrief.com/resp/dWrXCfbwoceOeOtFqXvl

October 15, 2012
Sign upForwardArchiveAdvertise
News for the advertising, media, and marcom industries

  Top Story 
  • Guinness pitches dark lager as having more character
    A new spot for Guinness Black Lager through BBDO pitches it being easy to drink while having more character, challenging the industry thinking that dark beers are always harder to swallow. "We've got a lager consumer who is starting to look around for beers that are more interesting," says Brand Director Doug Campbell, citing a marketing niche the brand will try to hit with commercials starring Jack Huston of "Boardwalk Empire." Advertising Age (tiered subscription model) (10/12) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Samsung is searching for a B2B agency of record
    Cheil, Ogilvy and Leo Burnett are said to be vying for Samsung's business-to-business agency of record account. Korea-based Cheil, the incumbent on the account, is also 15% owned by Samsung. Products include large LED-lit LCD displays and promising projects include a partnership with Spotify for Internet-streamed music over Samsung TVs. Advertising Age (tiered subscription model) (10/12) LinkedInFacebookTwitterEmail this Story
  • Other News
How Much Do You Really Need to Make? The Answer May Shock You
Rather than focus on what you can afford to pull out of the business to cover your living expenses, you need to focus on how much you need to earn at your business in order to afford the lifestyle you want to have. This is where the Personal Earnings Goal, or PEG, comes into play. Learn how to calculate your PEG and find out how much you really need to make.

  Creative 
 
  • Bottled-water firm Fred conveys serious message about sugar
    In an short film designed to appeal to children and adults, the producers of Fred bottled water seek to show through animation how "Sugar Is Killing Us." The video is strong on public interest rather than commercial messaging. "We aren't pushing Fred in the video because we want the message about limiting sugar to be construed as a general health message and not a brand message," said Fred co-founder Ariel Broggi. Adweek (10/12) LinkedInFacebookTwitterEmail this Story
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  Media 
 
Use your data. Reach your customers. Meet your digital marketing objectives.
Ready to seek true digital intelligence about your customers? Like why they interact with your brand? And what type of content they spend the most time with? Finding the answers to these questions, and others, can be difficult. This paper explains how you can become more predictive and prescriptive in your digital and integrated marketing efforts.

  Trends & Research 
  • Small firms could make big bucks on mobile
    Small ad companies are making headway on mobile platforms, experts say. Big players such as Apple and Google are usually wedded to a single proprietary hardware platform, but small firms can help brands reach across multiple platforms. "Advertisers want to be able to reach the broadest population they can and in the mobile world, where the platforms are fragmented, this gives an opening to the providers who are truly platform neutral," says Gartner analyst Andrew Frank. Reuters (10/12) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • U.S. Postal Service touts mail's marketing power
    The U.S. Postal Service is looking to get marketers excited about mail to help reverse its declining financial fortunes. At an industry conference, David Mastervich, manager for catalogs and saturation mail, touted corporate-branded stamps and the prospect of combining paper campaigns with digital efforts. "We think of mail as the platform to launch your digital campaigns," he said. Advertising Age (tiered subscription model) (10/13) LinkedInFacebookTwitterEmail this Story
  • American branding is a big draw in the developing world
    Branding that's clearly identifiable as American is a big plus for sales in developing countries. And in the aftermath of the economic meltdown of 2008, the U.S. has emerged with an even shinier image, especially online, where "the language of the Web is rooted in American brands, American imagery," said Allen Adamson, managing director of Landor Associates, a global branding firm. Bloomberg Businessweek (10/11) LinkedInFacebookTwitterEmail this Story
  Technology 
  • Advertisers fight back as "Do Not Track" row escalates
    The ad industry's clash with Microsoft over Internet Explorer's "Do Not Track" default settings is escalating into a battle for the future of ad targeting and the broader "surveillance economy," experts say. Industry representatives say targeting doesn't have to be intrusive, and makes the free-to-use Internet economically viable, but some regulators and privacy advocates say the industry is going too far. "While many advertisers do support privacy, there is clearly a rogue element of advertising networks that wants to subvert the process," said Federal Trade Commission Chairman Jon Leibowitz. The New York Times (tiered subscription model) (10/13) LinkedInFacebookTwitterEmail this Story
  Association News 
  • How to Introduce New Ideas and Initiatives and Move Clients to "Yes!"
    No agency can afford to leave money on the table, particularly in today's marketing environment. Account leaders must be able to recognize opportunity. If you're not constantly refreshing your accounts with new ideas and leading them to new initiatives, client relationships can go stale and even healthy relationships will fail to realize all of their income potential.

    In this all-day workshop sponsored by the 4A's South Texas Council on Oct. 25 in Houston, Sheila Campbell, president of Wild Blue Yonder in Washington, D.C., will show participants how to grow their accounts by using consultative selling techniques. LinkedInFacebookTwitterEmail this Story
  • 4A's Strategy Festival: Oct. 24 to 26, New York
    The 2012 4A's Strategy Festival is less than two weeks away and there is limited seating remaining for this must-attend conference, where you'll find both inspiration and practical application to help you hone the skills you will need to deliver the groundbreaking work your clients expect. Strategists need to have expertise in many different areas, the ability to spark breakthrough thinking that doesn't get bogged down by complexity, and the agility to do it in almost real-time.

    Take the time to register today and be a part of the breakthrough thinking at this year's event. Visit the Strategy Festival site for more information. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Hot Topics 

Top five news stories selected by 4A's SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  SmartQuote 
I have loved the stars too fondly to be fearful of the night."
--Galileo Galilei,
Italian astronomer, philosopher and physicist


LinkedInFacebookTwitterEmail this Story

 
 
Subscriber Tools
     
Print friendly format | Web version | Search past news | Archive | Privacy policy

Advertise
Associate Publisher:  Dena Malouf 202-407-7837
 
Read more at SmartBrief.com
A powerful website for SmartBrief readers including:
 
 
 Recent 4A's SmartBrief issues:   Lead Editor:  Stephen Yusko
     
Mailing Address:
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004
 
 
© 1999-2012 SmartBrief, Inc.® Legal Information