W+K warns of "liquid gold diggers" in Velveeta twist | Leo Burnett goes "over the top" with CLIO ads | Lincoln makes Beck's show a digital concert in the round
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February 27, 2013
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W+K warns of "liquid gold diggers" in Velveeta twist
Wieden+Kennedy's latest work for Kraft Food Group's Velveeta takes an "edgier" tone in addressing modern moms, writes Karlene Lukovitz. Spots invent a category of men called "liquid gold diggers" who will suck up to women just for their Velveeta dishes. The "liquid gold" tagline is playing off a theme the agency invented last year for Velveeta Shells & Cheese and Cheesy Skillets. MediaPost Communications/Marketing Daily (2/26)
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Advertising Effectiveness in a Digital World
In recent research by Research Now and Econsultancy, we explored how marketers today are tackling the challenge of measuring advertising effectiveness and the limitations they face. Download our report to understand the importance of investing in ad measurement and that it not only establishes ROI but also informs future campaigns.
Agency News
BBDO nabs Publicis exec to run billion-dollar AT&T account
BBDO has hired Publicis Seattle chief executive Mark Cadman to run the agency's AT&T "billion-dollar" account as an executive vice president and managing director of North America, Noreen O'Leary writes. Cadman has worked on T-Mobile and Vodafone, among other brands. "It's his chemistry with us and his experience and the energy he brings. Ultimately, the big thing for us is you have to really believe in creative, which Mark does," says Troy Ruhanen, BBDO's CEO of the Americas. For its part, Publicis has elevated Managing Director Scott Foreman to CEO of the Seattle office. Adweek (2/26)
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Leo Burnett goes "over the top" with CLIO ads
Leo Burnett's ads promoting this year's CLIO Awards take an approach that's targeted at the creative spirit the awards represent, using fanciful, made-up "statistics" and arresting images. "We had an idea for more serious statistics about things in the industry. But then we realized we could make it funny and over the top," said the agency's Doug Burnett. The print ads feature a champagne bottle and a Chinese-food takeout box, among other examples, sliced up to illustrate the percentage-based statistics. Adweek (2/26)
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Lincoln makes Beck's show a digital concert in the round
Automaker Lincoln has created a "fully immersive digital experience" of its sponsored Beck concert that re-imagines David Bowie's "Sound and Vision." "On the site, visitors can see all of theater-in-the-round's 160-musician ensemble, and hear different versions of the mix based on their positions, during the various stages of the performance," writes Gabriel Beltrone. Though the technology is impressive, the grainy visuals "don't really add all that much" to the concert, and viewers might be better off watching a YouTube video of the set, writes Beltrone. Adweek (2/26)
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Bounce TV reaches its African-American audience over the air
Bounce TV has signed Dennis Ray to the new position of executive vice president for advertising sales, stepping up the African-American broadcast network's efforts to attract marketers. The network says it reaches 86% of African-American television homes and already claims General Motors, Johnson & Johnson, McDonald's, Sprint and Wal-Mart among its sponsors. "There are a few other solid African-American networks, but I love that Bounce TV is not on cable, because the opportunity to get more eyeballs to the network is great," says Detavio Samuels, executive vice president at GlobalHue, a Chrysler shop. The New York Times (tiered subscription model) (2/26)
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Trends & Research
IAB: Micro-targeting was a winning election-ad strategy
Micro-targeting accounted for about $130 million to $200 million of the ad spend in last year's election, according to a report by the Interactive Advertising Bureau. "Political micro-targeting in digital advertising truly matters. Most importantly, it can help make the difference between a winning race and a losing one in close elections," says Patrick Dolan, IAB's executive vice president and chief operating officer. MediaPost Communications/Online Media Daily (2/26)
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Marketer News
Huawei unveils a branding campaign for Ascend smartphones
"Make it possible" is the tagline of Huawei's Ascend smartphone line, which the Chinese manufacturer boasts as the "fastest" in the world. That branding seems to have come from within Huawei's internal corporate structure, as neither creative shop Bartle Bogle Hegarty nor global brand agency WPP claimed credit. The campaign's underwhelming rollout at the Mobile World Congress in Spain "underscores the gap between ... Huawei and the likes of Samsung and Apple when it comes to marketing," writes Anita Chang Beattie. Advertising Age (tiered subscription model) (2/26)
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Unilever signs Sony, Samsung, EA Sports to content deal
Unilever is partnering with Samsung, EA Sports and Sony's Arcade Creative Group on advertising and content for smart TVs, smart appliances and mobile applications, writes Jack Neff. "A lot of these partners are coming to us so they can crack the code on how to communicate with the rest of the advertising community, because they know we're incredibly tough [and] incredibly demanding, but that also helps them shape their offerings," says Gail Tifford, Unilever senior director of media for North America. Advertising Age (tiered subscription model) (2/25)
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Other News
More users are engaging with top brands on Instagram, study finds
Instagram user engagement with brand photos is up 35% from November, according to a study by Simply Measured, which also found that 59% of the 100 leading brands are taking advantage of the photo-sharing service. The study also found that Pinterest and Instagram had the biggest growth among social networks in brand engagement over the past quarter. ClickZ (2/26)
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Association News
Advertising Metrics and ROI: A Guide to Improving Agency Accountability and Effectiveness
Help your agency make more informed business-intelligence decisions with this exclusive 4A's book, "Advertising Metrics and ROI: A Guide to Agency Accountability and Effectiveness." Find out which key performance indicators you should be measuring. A template for aggregating the results of an ROI analysis is included.

While the book is free for 4A's members, non-members can also purchase it for just $100 in the 4A's Bookstore.

To place your order, visit our website today.
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Strategy For Account Managers: How to Develop and Hone Your Strategic Skills
Learn essential strategy development tips, including how to write a new business pitch and strategic alignment best practices, with this hands-on workshop, sponsored by the 4A's Northeastern Ohio Council on March 20. Hosted by Robin Hafitz, one of the first American practitioners of account planning, this seminar, at The Club at Key Center, will help mid- and senior-level account managers at marketing communications firms polish their strategic skill sets.

Reserve a seat now.
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If you want to truly understand something, try to change it."
-- Kurt Lewin,
German-American psychologist
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