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January 16, 2009
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News for the advertising, media, and marcom industries

  Top Story 
Why Marketers Need Digital Quality Management
When broken links, misinformation and errors are discovered on your website, marketing must react quickly to fix them. But given the velocity at which content is being published, how can marketers possibly ensure accuracy, legal compliance and consistency across all their digital experiences? Download the white paper
  Agency News 
From Baby Boomer to Millennial
Michael Parrish Dudell, bestselling author and one of nation's leading Millennial voices, explains why now, more than ever, is the time for businesses to anticipate the rapidly evolving expectations of the new workforce or face the very real threat of irrelevance. Read the brief to get the facts on the huge impact Millennials will and are making in the workplace.
  • What to expect from this year's Super Bowl ads
    Sports commentator Diana Nyad chats with Marketplace's Scott Jagow about this year's Super Bowl, for which NBC reportedly still has eight 30-second spots left to sell. Although some regular Super Bowl marketers such as Fed-Ex are sitting out this year's game, others, including Coca-Cola and its "Open Happiness" campaign, are planning ads that respond to the nation's grim economic conditions, Nyad said. Marketplace (1/16) LinkedInFacebookTwitterEmail this Story
  • Esquire tries to engage readers, marketers with hidden cover flap
    Discovery Channel is the first to try out an unconventional ad placement on the cover of Esquire magazine that asks readers to open a flap to see a hidden message. The ad, which promotes the Jan. 26 debut of a Discovery series about an escape artist, was suggested by Esquire editor in chief David Granger as a way to get readers "to interact with the magazine." (1/15) LinkedInFacebookTwitterEmail this Story
  • Allstate ads use Depression-era imagery
    A campaign by Leo Burnett for insurer Allstate trades on the firm's history during troubled times -- and even incorporates photographs of needy people from the Great Depression. Jeanie Caggiano, EVP and executive creative director at Leo Burnett, said: "The current work is a mix of empathy and helpfulness. The ads reach out on an emotional basis: 'You don't have to feel alone in these tough times.'" Adweek (1/15) LinkedInFacebookTwitterEmail this Story
The Importance of Email Marketing & Mobile Apps
With over 70% of emails now opened on mobile devices, it's paramount that marketers optimize for this shift in behavior. Data shows that businesses could be losing $250K in revenue for every 10M emails sent without mobile optimization. Download the guide
  • New Web video product-placement exchange launches
    Startup Tadcast is an online product-placement exchange that pairs marketers with indie video producers interested in adding placements to their clips. The service allows marketers to list placement opportunities, the type of video they're seeking and how much they will pay per thousand views. Producers can opt in by selecting a placement and sending a clip to Tadcast for consideration by the client. MediaPost Communications/Online Media Daily (1/15) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Will Obama inauguration be the most-viewed event in Web's history?
    Entertainment sites Hulu and Joost are among the latest to announce they will be offering live coverage of the presidential inauguration, which also will be streamed on major news outlet sites, including,, Yahoo! News and those for major broadcast networks. The event could end up being the most-streamed event ever on the Web, according to this article. Mediaweek (1/15) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Facebook unfriends "Whopper Sacrifice" campaign
    Saying it violated its terms of service, Facebook put the kibosh on a novel campaign from Burger King that promised a coupon for a free Whopper for users who unfriended 10 users. The catch, as far as Facebook goes, is that Burger King's application informed those unfriended by Whopper-hungry social networkers that they had been sacrificed. Facebook promises members it won't notify users of friend removal. Adweek (1/15) LinkedInFacebookTwitterEmail this Story
  • Century 21 looks to the Web
    Realtor Century 21 is pulling most of its national TV budget for 2009 to focus its marketing efforts online. While franchisees will be able to place ads on local TV, the focus will be on digital marketing. The company's SVP for marketing, Beverly Thorne, said, "There are a lot of possibilities online, not only classic display advertising but a lot of methodologies with search, enhanced listings for real-estate properties and enhanced technologies." Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  • A brief history of search at Microsoft
    Search played a role in Microsoft's Internet strategy as far back as 1995, as the software giant began to grapple with the phenomenon of the World Wide Web. However, the company resisted early attempts to launch a paid search service, on the grounds that it might cannibalize revenue from more lucrative banner advertising. This article chronicles Microsoft's work in the search space, from its acquisition of LinkExchange in 1998 to its decision not to pursue Overture Services in 2003, which was bought instead by Yahoo!. Microsoft CEO Steve Ballmer is reportedly again ready to pursue an alliance with Yahoo! in search advertising. The Wall Street Journal (tiered subscription model) (1/16) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 4A's Kicks Off 2009 Institute of Advanced Advertising Studies
    The Institute of Advanced Advertising Studies (IAAS) is one of the 4A's longest running and most praised training programs. The IAAS puts young, promising agency professionals into a real-life marketing environment and challenges them to apply their best thinking and efforts to deliver an integrated plan and creative solution for a discerning client.

    In the New York Institute, Jan. 26 to May 15, teams of approximately five to seven compete with each other for the client (and judges') approval. They will work their way through a comprehensive training process that includes informed and detailed sessions on:

    • Team-building
    • Positioning and branding
    • Strategy development
    • Creative brief writing and creative development
    • Media planning
    • Internet and interactive advertising
    • Marketing integration, including a review of direct marketing, sales promotion and public relations applications
    The course runs over a 15-week schedule, culminating with a full presentation to the client, review by a panel of industry professionals, and a graduation ceremony where the winning team is announced and their work is featured. All graduates receive a certificate of completion, issued by the 4A's. For more information, visit the 4A's Web site. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • Lilly to admit wrongdoing, pay record fine in Zyprexa marketing case
    Eli Lilly & Co. will pay a record $1.4 billion fine and plead guilty to a criminal misdemeanor charge of misbranding a drug, to settle federal charges alleging its marketing to elderly consumers of Zyprexa, a drug for schizophrenia and bipolar disorder, put their health at risk. Acting U.S. Attorney Laurie Magid said, "With cases like this one, we are hoping to put an end to the dangerous practice of off-label marketing." The Philadelphia Inquirer (1/15) LinkedInFacebookTwitterEmail this Story
I am thankful for laughter, except when milk comes out my nose."
--Woody Allen,
American filmmaker

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