Acura lines up wide range of media for 2014 RLX launch | Ad showing SpongeBob's mug shot knocks Nick over junk food | GM puts Commonwealth under McCann; Goodby staff is in limbo
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March 15, 2013
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Breaking News
Samsung reveals Galaxy S4 at Radio City event
Samsung Electronics used a glitzy presentation that it streamed live from New York's Radio City Music Hall on Thursday night to introduce the Galaxy S4, an Android smartphone that ratchets up the South Korean company's competition with Apple with a range of new features. New software includes eye-tracking, gesture control and sensors that monitor the weather and the users' health. Los Angeles Times (tiered subscription model) (3/15)
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Company News
Acura lines up wide range of media for 2014 RLX launch
Acura is using an extensive media plan for the 2014 RLX launch that Honda Motor hopes will lift the entire brand, writes Karl Greenberg. Using the theme "Luxury, taken to a whole new level," Acura's sponsorship of the NCAA men's college basketball series extends to branding the ESPN Tournament Challenge brackets across TV, digital and social media. The campaign includes extensive print at The Wall Street Journal, The New York Times, Forbes, Travel+Leisure and Wired, as well as further cable efforts on Bloomberg and CNBC. MediaPost Communications/Marketing Daily (3/14)
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Ad showing SpongeBob's mug shot knocks Nick over junk food
The Center for Science in the Public Interest and allies are running a "Wanted: Nickelodeon" ad with SpongeBob SquarePants' image altered to look like a mug shot, in protest of the network's association with what it calls junk-food purveyors through advertising and character licensing. "Nickelodeon is lagging behind companies like Disney when it comes to supporting parents and protecting kids from junk-food marketing," says Margo Wootan, CSPI's nutrition policy director. Adweek (3/14)
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GM puts Commonwealth under McCann; Goodby staff is in limbo
About 200 Goodby Silverstein & Partners employees are unsure of their fate in light of GM's decision to put McCann in charge of the Chevrolet brand through its global advertising agency Commonwealth. The move included a buyout of GSP's 50% interest in Commonwealth. "When Commonwealth was formed as a 50-50 joint venture between two agencies at two different holding companies, it prompted a lot of skepticism across the industry that it could ever work," writes Rupal Parekh. Advertising Age (tiered subscription model) (3/14)
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Other News
Market Trends
Microsoft study defines multidevice consumption patterns
There are four "pathways" through which consumers control content with their multiple devices, according to a Microsoft, Flamingo Research and Ipsos OTX study on usage patterns. The pathways, called content grazing, investigative spider-webbing, quantum journey and social spider-webbing, are explained in this article. The study also found that 68% of consumers use more than one device simultaneously, writes Mark Walsh. MediaPost Communications/Online Media Daily (3/14)
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Facebook could adopt Twitter's topical hashtags
Facebook is looking to borrow from rival social network Twitter by incorporating use of the hashtag. Seen as a sign of heated competition for mobile advertising, Facebook is experimenting with the idea that clicking on a hashtag would pull up all posts about similar topics or events "so it can quickly index conversations around trending topics and build those conversations up, giving users more reason to stay logged in and see more ads," write Evelyn M. Rusli and Shira Ovide. The Wall Street Journal (3/14)
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Other News
Study reveals the best interactive tablet magazine ads
Of the 13,000 ads running on magazines' tablet editions in the second half of 2012, 9,500 were interactive and half of readers who saw them engaged with them, according to Starch Digital data from GfK MRI Starch Advertising Research. The automotive category -- for example, an Avis rent-a-car ad instructing readers to "Move/turn/shake" -- led the field in inspiring interaction, according to the study. Advertising Age (tiered subscription model) (3/14)
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Lance marks 100 years with new look, products
Snack brand Lance is celebrating its 100th anniversary with a revamped logo and packaging, new products, and a social media campaign. To enter for the chance to win $100,000, participants have 100 days in March through June to submit photos of their families enjoying Lance snacks. MediaPost Communications/Marketing Daily (3/14)
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AAF Spotlight
64th Advertising Hall of Fame
The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

This year's "magnificent seven" who will be inducted into the Hall of Fame are:

Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
Bob Giraldi, film director; president of Giraldi Media
Philip H. Knight, co-founder and chairman of Nike
Shelly Lazarus, chairman emeritus at Ogilvy & Mather
Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
Gerry Rubin, co-founder of RPA
Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
Corporate Honoree: McDonald's Corporation.

View sponsorship opportunities and purchase tickets.
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All human situations have their inconveniences. We feel those of the present but neither see nor feel those of the future; and hence we often make troublesome changes without amendment, and frequently for the worse."
-- Benjamin Franklin, member, Advertising Hall of Fame
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