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January 15, 2013News for marketing professionals

  Breaking News 
  • Nike signs Rory McIlroy as heir apparent to Tiger Woods
    Nike has signed golfer Rory McIlroy to the largest endorsement contract in the sport, worth between $200 million and $250 million. That suggests the brand sees him as the future face of the game, but he'll never do for Nike what Tiger Woods did, writes Keenan Mayo. Nonetheless, he "can certainly build and advance the brand and broaden it internationally," says Bob Dorfman, a sports marketer at Baker Street Advertising. Dorfman says that McIlroy's first spot for Nike, which features the young golfer bantering with Woods, is a solid way to introduce the less popular player. Bloomberg Businessweek (1/14) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Coca-Cola takes on obesity in new campaign
    Coca-Cola has begun airing a two-minute ad on cable news shows touting the company's efforts in the fight against obesity, including selling drinks in smaller cans and putting calorie counts on the front of packaging. A second ad is set to debut Wednesday during "American Idol" and will focus on what consumers can do to work off the calories in a can of soda. Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  • San Antonio wants to be deep in the heart of Texans
    The San Antonio Convention and Visitors Bureau wants to "own the holiday season devoted to romance," particularly Valentine's Day, according to the bureau's executive director, Casandra Matej. Proof Advertising is running a campaign centered on the yellow rose as an icon of the city and the holiday. The 2013 ad campaign is aimed squarely at men, with a website featuring a "Gentlemen's Guide to Valentine's Day" that has tips on etiquette and style, as well as animations with tongue-in-cheek demonstrations. The New York Times (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  • Other News
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  Market Trends 
  • Flu outbreak has been good for drugmakers' sales
    The flu season has been good for the $6.5 billion-a-year cough-and-cold market, writes Jack Neff. Reckitt Benckiser, which entered the U.S. by buying Mucinex, Delsym and Cepacol, has seen sales increase 22% over last year in the four weeks ending Dec. 22. Havas Worldwide has been handling the advertising with symptom- and geo-targeting, and the brand has an overnight-shipping deal with Johnson & Johnson has rebounded somewhat from a Tylenol recall by restarting production and relaunching Children's Motrin via agency JWT. J&J cough-cold sales were up 38% in the same period. Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  • Social nets look to be bigger beneficiaries of Super Bowl spend
    Marketers are increasingly using social media for buzz-building and crowdsourced campaigns prior to their brands' Super Bowl appearances, lifting the social nets' paid-media prospects. Frito-Lay Vice President of Marketing Ram Krishnan says that the Doritos "Crash the Super Bowl" campaign will include a heavy dose of sponsored stories on Facebook, which will be its largest digital-ad partner. PepsiCo Beverages's global head of digital, Shiv Singh, says Twitter is poised to benefit from the big engagement numbers it posted during the 2012 game. Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  Multicultural Marketing 
  • Red Lobster launches first major Spanish-language campaign
    Red Lobster is launching a $3 million Spanish-language television campaign, its "first sustained effort to reach Hispanic customers" in the U.S, writes Venessa Wong. Though it's late to the game of targeting Latinos, the brand estimates its Hispanic patronage is about 10%, roughly the same as other restaurants in the category. The ads will run on ESPN Deportes, Telemundo, Univision and other channels during the first quarter. Bloomberg Businessweek (1/14) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • Beats' Omar Johnson changes the rhythm of headphone marketing
    Former Nike marketer Omar Johnson says that Beats co-founders Dr. Dre and record exec Jimmy Iovine allow the brand to be extraordinarily nimble -- by changing a television commercial's soundtrack mid-production, for example. "No consumer-product-goods brand I've ever worked for would have done that," Johnson says in this interview. The marketing of Beats has paid off, with the company boasting 64% market share of the premium-headphone market and revenue jumping from $298 million in 2011 to $519 million in 2012, according to NPD. Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • AdCamp 2013 | Advertising camp for high school students
    AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today! LinkedInFacebookTwitterEmail this Story
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An idea can turn to dust or magic, depending on the talent that rubs against it."
--William Bernbach, member, Advertising Hall of Fame

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