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February 19, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Ogilvy is tasked with throwing NASCAR stereotypes in reverse
    NASCAR is racing after younger, urban and more multicultural fans. John Seifert, chairman and CEO at Ogilvy & Mather, NASCAR's agency since July, described it is "a client who wants to transform itself and not be irrelevant in the future." Changes in the brand's direction include more emphasis on online, including Fantasy NASCAR, and more Spanish-language commercials, featuring drivers such as Juan Pablo Montoya. Commercials emphasize the personality of the drivers as well as the strategies they utilize, in an effort to ditch the sport's "redneck" stereotype. The New York Times (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
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  Agency News 
Social Savvy Webinar: Social Listening and Big Brother
February 20 at 11AM PT | 2 PM ET
Join this free webinar as Jacqueline Anderson, Director of Social Media for J.D. Power, shares insights from a survey of 1,000 consumers on attitudes toward social listening. Learn how consumers want—and don't want—you to listen and respond to the online conversation about brands. Register now for webinar and eBook.
  • Advertising production companies earn Creativity accolades
    Some of the great advertising production companies behind the commercials are honored in Creativity's Production Company A-List. Companies highlighted this year include MJZ, for "Cable Effects" for DIRECTV; RSA, for a mock "TED Talk" tied in with the film "Prometheus"; Tool of North America for Google's "Jam With Chrome"; Anonymous Content for Procter & Gamble's "Best Job" Olympic spot; and Radical Media's "Long Days of Childhood" campaign for Ragu. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  • Time Inc. luxury title may take new turn under Meredith
    Time Inc.'s InStyle magazine, which is benefiting from sustained luxury advertising, may face a different future under the more downscale mass-market leadership at Meredith, which is considering acquiring Time Inc. In addition, the switch to Meredith may prompt American Express to move elsewhere its luxury titles previously managed by Time. Adweek (2/18) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Marketers will soon need more than a clever tweet to stand out
    Quick-thinking Twitter reactions to events, such as Oreo's moves after the Super Bowl blackout, are getting a lot of attention as brilliant marketing, but that may change as more marketers take up the practice, experts say. "From now on, brands are going to have to do a lot more to stand out because the pool of real-time participants is going to get crowded," says Shama Kabani of The Marketing Zen Group. Starbucks' use of a snowstorm to run a promotion -- turning Twitter into a call-to-action -- may be the sort of moves marketers have to make to distinguish themselves on social media, writes Christopher Heine. Adweek (2/18) LinkedInFacebookTwitterEmail this Story
  • Is America the next "emerging market"?
    Some of the world's biggest brands, including Procter & Gamble, Coca-Cola, L'Oreal and General Motors, see growth potential not just in the developing world but in the U.S. recovery. L'Oreal Chairman and CEO Jean Paul Agon went as far as to characterize the U.S. as an "emerging market" after the company posted more than 7% sales growth in each of the last two quarters of 2012. Jack Neff writes, "Some marketers are turning attention back to the U.S. because they've underinvested here or are responding to increased competition." Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Maker's Mark cedes to social media pressure to keep formula
    Maker's Mark has reversed a decision to reduce the alcohol level of its bourbon, after a social media-led campaign by fans persuaded the company to retain the traditional 90-proof formula. The brand said the reduction was going to be made because shortages would have forced a price increase. "While we thought we were doing what's right, this is your brand -- and you told us in large numbers to change our decision. You spoke. We listened," said Chief Operating Officer Rob Samuels. Advertising Age (tiered subscription model) (2/17) LinkedInFacebookTwitterEmail this Story
  • Amway CMO Candace Matthews on marketing like a CPG brand
    Coca-Cola and L'Oreal veteran Candace Matthews is the chief marketing officer behind the recent success of direct seller Amway. The company's sales rose 4% last year to $12.3 billion, keeping the Alticor company on the torrid pace that helped it surpass Avon as the top direct seller in 2011. Matthews attributes that success to understanding "the role marketing plays in our direct-selling context. It was not to change Amway into a [consumer packaged goods] company, [but] bring the disciplines of a CPG company to our business model," she says in this interview. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  • Top-level domains could mean the return of a "chaotic" Web
    The launch of new top-level Web domains could force many companies to spend extra cash protecting their brands online, experts say. The launch, which begins in April, is expected to be "expensive and chaotic," one lawyer says. Adweek's Katy Bachman notes, "Without added protections, advertisers fear the worst. But in the end, it could be consumers who suffer the most if they can't trust or find a brand name on the Internet." Adweek (2/18) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Poll: Which digital industry topic are you most interested in reading about in 2013?
Big Data
Social media

  • Open for Registration: 4A's Executive Leadership Program
    Back by popular demand, the 4A's Executive Leadership Program returns April 2 to 4 at the 4A's headquarters in New York City, specifically designed to provide current and potential leaders from agencies of all sizes and specialties with a set of leadership survival and success tools. Over the course of 3 days, you will answer 300 questions directly related to the future success of an agency. This is the perfect program for new office CEOs, COOs, client service directors, major account directors, and high-potential department heads.

    Sign up now for our early registration rate. LinkedInFacebookTwitterEmail this Story

  • Seminar Alert: How to Lead Clients, Grow Accounts and Partner With Creatives
    Turn an account into a real moneymaker with this Dallas seminar on Feb. 28. In this one-day workshop, Sheila Campbell, CEO of Wild Blue Yonder, will teach your account managers the skills they need to become more effective. They will learn how to listen for what a client really needs, turn problem accounts around without damaging the relationship, gain confidence in dealing with larger or more demanding clients, and find out how to get more business from existing clients.

    Register now. LinkedInFacebookTwitterEmail this Story
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Everything that lives, lives not alone, nor for itself."
--William Blake,
British poet and painter

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