| November 6, 2012 | News for marketing professionals |
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| Breaking News |  |  |
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- Macy's brings back Kris Kringle in holiday campaign
The magic of editing technology and green screens allowed Macy's to create this year's holiday campaign, dubbed "Another Miracle on 34th Street." The campaign's commercials feature celebrities of today, including Justin Bieber and Martha Stewart, interacting with Edmund Gwenn as Kris Kringle, with scenes taken verbatim from the 1947 Christmas movie that also starred the retailer's Herald Square flagship store. The New York Times (tiered subscription model)
(11/5)      
| Company News | | |
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- Marketers vote Election Day to their deals calendar
Some merchants have turned Election Day into a marketing opportunity. JetBlue is running a free-airfare contest for those on the losing side of the presidential campaign who may wish to leave the country. Zipcar is offering half-off rates for members during polling hours. Groupon built offers around a fictional 1883 election to stand out and remain uncontroversial. Los Angeles Times (tiered subscription model)
(11/5)
- Reckitt Benckiser consults with Target, Wal-Mart on social
Reckitt Benckiser has consulted with Wal-Mart and Target executives in a joint-business planning venture to determine the effectiveness of social media. "It could be to try innovative new platforms that would [deliver] the effectiveness/efficiency ratio at a better cost and that they can leverage with other clients. Because we are more of a challenger, more daring and bold, use us on your most advanced commercial innovations," says Laurent Faracci, Reckitt Benckiser's general manager of U.S. marketing. Advertising Age (tiered subscription model)
(11/5)
- Acer enlists Megan Fox, places new emphasis on marketing
Acer Chief Marketing Officer Michael Birkin has enlisted actress Megan Fox in an attempt to get the computer company's commercials more attention. The move is risky for the Taiwanese manufacturer, which operates on a low operating margin, as it will shift money typically spent on product development to marketing. The spots starring Fox are expected to run in the U.S., U.K., China, Russia, Germany and France. The Wall Street Journal/Digits blog
(11/5)
| Market Trends | | |
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- Native ads fail to impress in survey
Native ads -- those that are disguised as content -- may not be the answer marketers are looking for, according to a survey by Harris Interactive conducted for MediaBrix. More than half of those polled said native ads "negatively impacted or had no impact on their perception of the brand being advertised," writes Lucia Moses. Sponsored video ads fared worst in the survey, with Facebook's Sponsored Stories and Twitter's Promoted Tweets also neutral to negative. A Facebook representative criticized the methodology and pointed to examples of higher engagement via Sponsored Stories. Adweek
(11/5)
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- Sennheiser hears online confessions from guilty gamers
Sennheiser Gaming is setting up a virtual "confession" booth for gamers guilty of lying about why they need to take time away from their responsibilities to play. "These guys ... need headsets that can effectively block out outside noise, and keep the gaming audio inside the headset, so they don't disturb their family while gaming," says Lars Nielsen, marketing and communications manager at Sennheiser Gaming. Grand-prize winners fly to Las Vegas for the Consumer Electronics Show next year. MediaPost Communications/Marketing Daily
(11/5)
| People & Personalities | | |
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- Erica Domesek includes brand partners in media empire
Erica Domesek has constructed a media company out of her "P.S. -- I Made This ..." website, ubiquitous social media presence, newsletters and television appearances on TLC's "Craft Wars." She's also partnering on projects with brands such as Gap and Victorinox. Domesek says she has learned about developing her own media empire from, among others, Martha Stewart. "I've learned from Martha ... you can really change people's lives through products and media," she says. Advertising Age (tiered subscription model)
(11/5)
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 | The common people of America display a quality of good common sense which is heartening to anyone who believes in the democratic process."
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