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May 30, 2012
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News for the advertising, media, and marcom industries

  Top Story 
 
How is technology reshaping both the business of advertising and the consumers' experience? Google and DoubleClick invite you to join us June 5th for DoubleClick Insights -- a series of spirited, thought-provoking debates about the future of digital marketing with industry luminaries working Better Together. Register now to watch live online.
  Agency News 
 
New Study Unveils Why Brands are Embracing Outstream Video
Outstream video advertising is uniquely positioned within the marketplace to experience accelerated growth. Born for mobile and designed for the user, find out why outstream is the new mainstream for video advertising.
Download Teads' latest study to learn more.
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  Creative 
 
  • Omega wants London Games to move to Rolling Stones beat
    Omega, the official timekeeper of the London Games, will use the Rolling Stones song "Start Me Up" for its Olympic theme. Though the spot was shot in Miami and features a few American athletes, Omega President Stephen Urquhart said the Stones song represents "the London scene of the '60s, '70s and beyond. We're really tapping into London and its musical heritage." Media spending on the spot will top $10 million, Urquhart says. USA TODAY (5/29) LinkedInFacebookTwitterEmail this Story
  • Other News
White paper: Create effective enterprise training programs
The top two learning priorities for companies are product training and compliance. Are your teams — your internal workforce and your external partners— prepared to do this? If not, how much money is this costing you?
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  Media 
  • Other News
  Trends & Research 
  • TV ads are most likely to inspire a smartphone search
    Television ads are most likely of all commercial media to prompt U.S. smartphone users to search for further information. A combined 43% of smartphone owners conducted a search daily, weekly or monthly. Magazines were second in daily response at 13%, compared with TV's 14%. In-store response, despite being less frequent, was significant overall, with a combined 40% responding at least once a month. eMarketer (5/30) LinkedInFacebookTwitterEmail this Story
  • Newspapers see 1% digital ad gain, as overall ad revenues slide
    Newspapers' digital ad revenue increased 1% for the first quarter of 2012, but overall ad figures revealed a 6.9% decline from a year before, with print ad revenues declining 8.2%. The Newspaper Association of America's figures showed a broadly based decline across ad categories. And the small gain for digital was down markedly from much stronger advances in the preceding two years. MediaPost Communications/MediaDailyNews (5/29) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Jaguar has mixed feelings about "Mad Men" episode
    A plot twist in the popular series "Mad Men" took prospective client Jaguar into some controversial territory this week, as a fictional head of the brand's dealer association demanded sexual favors from a member of the ad agency. "I'm a big fan of the show, and it was gratifying to see our brand portrayed," said David Pryor, vice president for brand development at Jaguar North America. "I would say we were fairly surprised at the turn of events," he added with a laugh. Advertising Age (tiered subscription model) (5/29) LinkedInFacebookTwitterEmail this Story
  • Millions sign up for McDonald's Happy Meals site
    Last summer, McDonald's Europe launched a Happy Meals-themed website to target young customers, and since then 2 million people have signed up for the site. The "Happy Studio" site is ad-free and doesn't explicitly promote McDonald's food, but instead lets users collect branded virtual toys similar to those featured in the chain's real-world burger boxes. ClickZ (5/29) LinkedInFacebookTwitterEmail this Story
The Buzz(CORPORATE ANNOUNCEMENTS)

There's been explosive growth in ad technology over the past 20 years, but some say we're only just at the beginning, with unprecedented opportunity ahead as the digital world expands. Join us on June 5 for DoubleClick Insights -- a series of spirited, thought-provoking debates about the future of digital marketing. Register now to watch live online.

Interested in learning more about advertising with SmartBrief? Click here for detailed industry information and media kits.  

  Technology 
  • LG campaign for 3DTV turns attention to the audience
    LG Electronics' new digital and print ads for 3DTV focus on an audience's reactions to the technology. The approach serves as a surrogate, as the 3D effect can't be demonstrated in older media. "If you look at the advertising in our industry, it's really product-focused ... [while] this is focusing on the consumer and capturing that thrill of 3D," said LG representative John Taylor. MediaPost Communications/Marketing Daily (5/29) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Research Insights | Observations From the 4A's 2012 PR Conference
    The 4A's 2012 PR Conference, "Managing Brand Reputation in an Agile World -- An Uncensored Conversation," featured a wide variety of presenters and panelists, including journalists, media pros, advertisers, CMOs and fellow PR professionals, showcasing real-world examples and offering practical advice to conference attendees. The 4A's member bulletin "Research Insights: Observations From the 4A's 2012 PR Conference" summarizes key takeaways and conclusions from the event, and serves as a primer for the new world of "reputologists," a phrase coined at the event by 4A's Agency Public Relations Committee outgoing co-chairs Deborah Zdobinski (McCann) and Janet Northen (McKinney).

    Download the bulletin today from the 4A's website.

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  • Reinventing Account Management: "Next Practices" for Senior Agency Professionals
    The traditional account management function at advertising agencies and other marketing communications firms is changing dramatically to meet the needs of a 24/7 digitally connected multichannel marketplace. The job of the "brand leader" is to provide the direction, proactive thinking, perspective and expertise to help clients maximize their investment in marketing. In the 4A's workshop "Reinventing Account Management," June 6 in Buffalo, N.Y., we will examine the skills, knowledge, habits and approaches needed to help transform the client service discipline.

    This program is open to both 4A's members and nonmembers. Visit our website to learn more and to register.

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Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • Opinion: FDA's guidance on drug ads is too vague to be useful
    The idea of submitting ads for drugs to the Food and Drug Administration for prior approval smacks of "prior restraint on speech," argues the Washington Legal Foundation. The guidelines given to advertisers for making direct-to-consumer ads and submitting them pre-dissemination are so vague as to potentially capture every ad occasion and should be withdrawn by the FDA in favor of a formal rule-making process, according to WLF's legal opinion. Forbes/Washington Legal Foundation blog (5/29) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
A man who trusts nobody is apt to be the kind of man nobody trusts."
--Harold Macmillan,
U.K. prime minister


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