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February 1, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Budweiser aims for hearts with Clydesdale-focused Super Bowl ad
    Budweiser is going after viewers' hearts with its Super Bowl spot that begins with a Clydesdale foal. The story centers on the breeder's relationship with the horse as it grows and then joins the Budweiser Clydesdales. At the end, the horse and breeder reunite when the Bud Clydesdales make an appearance in his area. Adweek (1/31) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Gunn Report: BBDO again tops ad world for creative awards
    For the seventh year running, BBDO in 2012 racked up the most ad industry creative awards, according to tracking by the Gunn Report. The agency was also the most awarded in the digital category for the first time. "Great work works great. It makes money for our clients. I am especially proud of our performance in digital," said BBDO Worldwide President and CEO Andrew Robertson. MediaPost Communications/MediaDailyNews (1/31) LinkedInFacebookTwitterEmail this Story
  • Interpublic moves Draftfcb's media unit to Mediabrands
    In a move that should allow Draftfcb to concentrate again on its roots in digital, CRM and creative, Interpublic Group is transferring the agency's entire U.S. media department to sibling agency Mediabrands. Various media planning accounts, including Merck, Boeing and Dow, will be shifted away from Draftfcb as well, although no layoffs are expected to ensue from the changes. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
  • Brazil shop scores World Cup 2014 assignment from McDonald's
    Sao Paulo-based Taterka Comunicacoes has won McDonald's global creative assignment for the World Cup soccer competition in 2014. The agency already represents McDonald's in 18 Latin American countries and pitched against other McDonald's shops, including Leo Burnett. Taterka has been charged with creating a unifying theme that will guide advertising during the World Cup, regardless of country or language. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
  • Old Spice bows "Wild" characters for new scent line
    Old Spice has created another series of mysterious men as part of an ad campaign for its new Wild Collection. A spot from Wieden+Kennedy's Portland, Ore., office, features a wolflike character in a tuxedo and the tagline "Introducing Wolfthorn. Answer the smell of the wild." Similar characters have been created for the two other scents in the collection, Hawkridge and Foxcrest, and the campaign is aimed at men "who want to be viewed as manly, seductive and maybe a little intimidating," says Jason Partin, Old Spice's brand manager for North America. The New York Times (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
  • Kraft spotlights the naturalness of Philadelphia Cream Cheese
    A new ad campaign for Kraft's Philadelphia Cream Cheese by McGarryBowen focuses on the quality of the ingredients and purity of the process. The tagline: "When it comes to taste, Philadelphia sets the standard." Christopher Urban, senior brand manager, says the company is responding to consumers' need for more transparency about processes and suspicions of heavily processed foods. The push will include 20 weeks of television ads this year, as well as print and social media. MediaPost Communications/Marketing Daily (1/31) LinkedInFacebookTwitterEmail this Story
  • Viacom has mixed quarter but sees turnaround ahead
    Viacom's revenue in the most recent quarter dropped 16%, but net income more than doubled to $470 million. Viacom offset a 6% drop in ad sales for its TV networks with small increases in its programming fees. However, with new programming in the works, CEO Philippe Dauman said he expects ad sales to begin to turn around in the current quarter and show growth later in 2013. Bloomberg (1/31), The Wall Street Journal (1/31) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Are targeted TV media buys finally ready for prime time?
    Simulmedia and Invidi Technologies are among the companies working on bringing targeted television media buys into the mainstream. Simulmedia's ad network allows for buys across shows in a scattered market, while Invidi Technologies is working on targeting that's based on behavioral data such as demographics, location and viewing habits. "I've always just jokingly wondered when that line of people was going to form in front of our door wanting to put in this great technology, and 10 years and thousands of business calls later, it's happening," says Invidi CEO Dave Downey. The Wall Street Journal/Venture Capital Dispatch blog (1/31) LinkedInFacebookTwitterEmail this Story
  • Other News
  Marketer News 
  • Hershey vows to increase ad spending by 20% this year
    Hershey says it will raise its advertising spending 20% this year, which will build on last year's 16% increase in spending. Part of the additional budget will go into marketing the chocolate-covered food products brand Brookside Foods, which Hershey agreed to buy in 2011. Hershey is in the midst of a media-agency review in which incumbent OMD is participating. The company spent $463 million in 2011, according to the Ad Age DataCenter. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Webinar Alert -- Digital Project Management: Common Causes of Digital Project Trouble & What You Can Do About Them
    Become a more effective digital project manager for your agency with this virtual webinar, featuring Dave Po-Chedley, principal at Cambridge Consulting. Learn the two most common frequent causes of digital project problems, how to help prevent team members from missing deliverable deadlines, and make project request changes work for you. You won't want to miss this informative virtual event.

    Member and non-member pricing is available for this March 28 webinar, so register today. LinkedInFacebookTwitterEmail this Story
  • 4A's Client PR Committee Releases Survey Results
    The 4A's Client Public Relations Committee has released results from a recent survey designed to help agency leaders determine whether and how best to integrate public relations into their service offerings. The survey was fielded in September 2012 with more than 100 agencies participating. Takeaways include: 52% of respondents report that advertising is a more stable revenue source than public relations, but 54% say that PR is more profitable.

    View all of the survey takeaways. LinkedInFacebookTwitterEmail this Story
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--F. Scott Fitzgerald,
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