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March 11, 2013News for marketing professionals

  Breaking News 
  • Taco Bell heats up social buzz for Cool Ranch Doritos tacos
    Taco Bell has derived more social buzz from the national rollout of Cool Ranch Doritos Locos Tacos than any of its other product, even its all-time best-seller, the Nacho Cheese Doritos Locos Tacos predecessor. A new spot trumpets the arrival of the product with the copy "you knew it was coming," featuring young people eating the tacos and exclaiming, "Wow!" ClickZ (3/8) LinkedInFacebookTwitterEmail this Story
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  Company News 
  • Degree bridges the gender divide
    While deodorant brands typically take different marketing approaches for men and women, a unisex campaign for Unilever deodorant brands Degree Men and Degree Women targets both genders. The ads, from Omnicom Group's Davie Brown Entertainment, show star athletes Lolo Jones, Alex Morgan, Carmelo Anthony and Kevin Durant training in sports they are not known for, with the tagline "Do:More." The New York Times (tiered subscription model) (3/10) LinkedInFacebookTwitterEmail this Story
  • Heineken's long-neck bottle gets a starring role in new spots
    Heineken is changing its bottle, the first retool of the brand's packaging in the U.S. since 1946, writes E.J. Schultz. The longer-neck bottles are part of the globalization of the brand, executives say, and will be pitched as a part of a larger Wieden+Kennedy-created "open your world" campaign. Heineken says the bottle with a thumb groove has been tested, and "particularly with the younger consumer, we saw tangible positive results on things like 'modern' and 'progressive,' " says Heineken USA Chief Marketing Officer Lesya Lysyj. Advertising Age (tiered subscription model) (3/8) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Better content marketing means a ground-up agency shift
    Most traditional marketers are not prepared for the content-marketing revolution, writes Outbrain Senior Vice President of Strategy Gilad de Vries. That's because the "big idea" top-down approach is more like several campaign sprints when content marketing is more like a marathon. Similarly, media agencies accustomed to search, display and social are typically concentrating on the wrong part of the funnel. Think of social as as a tactic in overarching strategy and consider "native content placements with publishers like Buzzfeed and Forbes, leveraging the power of content discovery platforms, or working with influencers and bloggers" for better content amplification, writes de Vries. iMedia Connection (3/11) LinkedInFacebookTwitterEmail this Story
  • Other News
  • McDonald's exec talks social, celebrity tweets
    "We're tracking 2.5 [million] to 3 million-plus conversations each month, and it's sometimes difficult to see a little bubble before it turns into a major trend for us," McDonald's Social Media Director Rick Wion says in this interview. McDonald's uses Radian6 and Sprout Social to get a handle on all the social chatter and works with an internal legal team to react in real time to celebrities appearances at restaurants via Twitter. "As it turns out, celebrities go to McDonald's. When a celebrity tweets, we can retweet their original tweet. We don't add to it." eMarketer (3/8) LinkedInFacebookTwitterEmail this Story
  • Wrigley's first caffeinated gum embraces digital, not Twitter
    Energy BBDO/Chicago is crafting a new multifaceted campaign launch for Wrigley's first caffeinated gum, Alert Energy Caffeine Gum. Broadcast, digital and shopper marketing efforts target the 25-to-49 year old gum chewers, but there is no Twitter account set up for the gum yet, writes Christopher Heine. Adweek (3/8) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • PepsiCo loses global chief marketer to S.C. Johnson
    S.C. Johnson has recruited PepsiCo's Global Chief Marketing Officer Salman Amin, writes Paul Ziobro. Amin will become Johnson's chief operating officer for North America markets after being instrumental to PepsiCo's recent strategy of increasing the marketing budget some $600 million to boost sales of brands such as Pepsi-Cola, Doritos and Gatorade. The Wall Street Journal (3/10) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by AAF SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  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. LinkedInFacebookTwitterEmail this Story
  • AAF's Advocacy and Action: Advertising Day on the Hill
    Join advertising professionals from across the country in Washington, D.C., on April 17 for the American Advertising Federation's Advocacy and Action: Advertising Day on the Hill. In the morning of this premiere conference you will hear from legislators and regulators who make and enforce the laws that directly affect how the advertising industry does business. In the afternoon you and your fellow attendees will demonstrate the power of AAF's grassroots network by heading to the Hill and visiting with your elected representatives. The event will conclude with a special reception in the U.S. Capitol. Don't miss this exciting chance to make a difference in Washington, D.C.

    View sponsorship opportunities or register for Advocacy and Action: Advertising Day on the Hill. LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

There are two kinds of men who don't amount to much: those who can't do what they are told and those who can do nothing else."
--Cyrus H. K. Curtis, member, Advertising Hall of Fame

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