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October 30, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Costs are assuming more prominence in creative reviews
    Cost factors may be displacing creativity as marketers launch creative reviews. A survey by RSW/US finds that 83% of marketers and half of agencies say such considerations as operations, resources and price are becoming more important in reviews. And while a third of agencies believe there's too much emphasis on these matters, 77% of marketers say they don't think creativity is being compromised. Adweek (10/29) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Digital is everyone's job, says ad agency
    Swedish ad agency Honesty is scrapping all of its digital-related job titles in a bid to underscore to workers that everyone at the company is expected to master and make use of online marketing techniques. The shift is about eliminating any remaining excuses staffers might have to avoid using digital tools, says CEO Walter Naeslund. "It just doesn't make sense anymore to have separate staff to handle a separate area which is inherently impossible to separate from anything else," he explains. Advertising Age (tiered subscription model) (10/29) LinkedInFacebookTwitterEmail this Story
  • Other News
  Creative 
  • Robert Downey Jr. stars in the latest "Call of Duty" promo
    Robert Downey Jr., Omar Sy and YouTube sensation Kyle Lamar Myers star in the latest Guy Ritchie-directed trailer for Activision's "Call of Duty" game, "Black Ops 2." The company will market the 72andSunny trailer heavily through the Internet, running related spots on sports programs and late-night TV, and create an application to promote the effort. Variety (subscription required) (10/29) LinkedInFacebookTwitterEmail this Story
  Media 
  • US Foods cooks up print magazine to drive sales, image
    Though it targets restaurant owners and operators, the new print magazine Food Fanatics has a distinctly consumer feel. The publication by US Foods is intended as a vehicle to boost the company's product sales and raise its corporate profile. "Our goal is to be known as a great food company, [and] we've made a concerted effort to focus on innovative food ideas and ways to help our customers be more successful," said Marshall Warkentin, vice president of marketing at US Foods. The New York Times (tiered subscription model) (10/29) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Ad execs see friends and foes in both political parties
    No matter who wins during the election next week, a "less activist agenda" by Congress would help the advertising industry, says the 4A's executive vice president of government relations, Dick O'Brien. He says that would be a welcome change from the "intense legislative and regulatory activity" of the first two years of President Barack Obama's administration. Other observers say that when it comes to issues such as Internet privacy regulation, there are friends and foes of the advertising industry on both sides of the aisle. Advertising Age (tiered subscription model) (10/29) LinkedInFacebookTwitterEmail this Story
  • PACs score as most effective spots with independents, survey finds
    Seven out of 10 of the most effective political ads this election season were created by political action committees, not the candidates themselves, according to an Ace Metrix survey of commercial appeal to independent voters. Pro-Romney PAC ads dominated the list, but the top spot went to a Priorities USA commercial blaming Republican challenger Mitt Romney for a plant closure in Marion, Ind. Adweek (10/29) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Burger King's net profit drops 83%, but execs are still positive
    Burger King's net profit fell 83% in the third quarter -- the first full quarter since the chain was taken public under its the new ownership -- but systemwide same-store sales were up 1.4%, and company executives were upbeat on the company strategy to broaden beyond young male diners. "We saw more women and people over 50 come in to our stores, which is good because they tend to have higher average checks and trade up to more premium items," said Daniel Schwartz, chief financial officer. The Wall Street Journal (10/29) LinkedInFacebookTwitterEmail this Story
  Technology 
  Association News 
  • 4A's Transformation Series
    Come join your peers on Nov. 1 in New Orleans and hear fresh ideas and insights to help prepare your agency for success, now and for the future. The 4A's Transformation Series, sponsored by the 4A's River States Council, will be an afternoon of information and perspectives from some of the ad industry's noteworthy leaders and innovators. Learn how you can evolve your agency to be more attractive to clients, grow your revenue and build an effective organization. Hear how Brad Bennett, Sharon Napier, and William H. Fogarty have embraced agency transformation to fuel their growth!

    Visit the website to learn more about the event and to make your plans to join us in New Orleans! LinkedInFacebookTwitterEmail this Story
  • Pitch Strategy for the Team: Proven Strategies to Increase Your New Business Win Rate
    Understanding what the prospect is really up to can make or break your pitch. Should you even engage? If so, what approach will best convert the business? The 4A's workshop "Pitch Strategy for the Team," sponsored by the 4A's Twin Cities Council on Nov. 7 in Minneapolis, is all about winning business. After you complete this all day workshop, you will immediately begin making your competitive pitch engagements more strategic and engaging. From pitch discovery to capabilities sessions to final pitch presentations, you'll have contrarian strategies up your sleeves that will separate you from the pack and hook prospects in unexpected ways.

    Registration is available to both 4A's members and non-members. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
A teacher affects eternity; he can never tell where his influence stops."
--Henry Adams,
American journalist, historian, academic and novelist


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