Safeway, Mars tap DDB for more assignments | Digital marketing executives see salary decreases | Canadian agency John St. is purchased by WPP Group
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March 5, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries

Top Story
Startup Argonaut reflects revived spirit of San Francisco
Detroit-area holding company Project WorldWide is backing new San Francisco ad agency Argonaut, writes Stuart Elliott. The startup, headed by former Goodby, Silverstein & Partners creatives Rick Condos and Hunter Hindman, reflects a revived San Francisco ad market that's buoyed by an entrepreneurial tech-industry influence and top brands moving away from an agency of record to assignment-based relationships. "We're taking a lot of inspiration from the San Francisco kind of startup mentality. We want to be agile, act quick and be artful," says Hindman. The New York Times (tiered subscription model) (3/5)
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Agency News
Safeway, Mars tap DDB for more assignments
DDB in Chicago is taking on new duties for Mars and Safeway. The supermarket chain has tapped DDB for its digital marketing, and Mars is adding 3 Musketeers to DDB's responsibilities for six other Mars brands. Adweek (3/4)
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Digital marketing executives see salary decreases
Executives in all areas of digital marketing saw their salaries dip in 2012, according to data from the Global Society for Digital Marketing. Less than a quarter of digital marketing executives earned more than $300,000 last year, down from more than a third the previous year. Account directors were the hardest hit, with average compensation down 16%. Advertising Age (tiered subscription model) (3/4)
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Other News
Alma creates a Hispanic McDonald's spot for soccer lovers
McDonald's is running a Spanish-language spot directed by Tarsem Singh through the agency Alma that shows Latino men playing soccer at night on an informal field. When the lights go out, the men cry out for just another minute to finish -- and the light turns out to be a McDonald's sign. "It talks about the magic of McDonald's in our lives, less from a sponsorship mindset and more as a branding initiative," says Luis Miguel Messianu, president and chief creative officer at Alma. Advertising Age (tiered subscription model) (3/4)
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Amazon to run 30-second spot for its fashion division
Amazon is running the first television commercial for its fashion division. The 30-second spot, directed by Peggy Sirota and fashioned by Amazon's Dennis Leggett, features models dancing with giant letters forming the word Amazon. "[W]hile Amazon has done plenty to boost the brand-name cache, it still faces on uphill battle among brands that just don't want to be sold next to Pampers, salad dressing and tube socks," writes Sarah Mahoney. MediaPost Communications/Marketing Daily (3/4), Women's Wear Daily (free content) (3/4)
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ABC to use Nielsen for multiplatform performance guarantee
Walt Disney Co.-owned television channels are committing to the Nielsen Online Campaign Ratings system and will offer advertisers a guarantee for the performance of ABC, ABC Family and ESPN on the televised and digital fronts. "We are seeing a rapidly growing demand for cross-platform deals," says ABC's Adam Gerber, vice president of sales development and marketing. The New York Times (tiered subscription model)/Media Decoder blog (3/4)
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Trends & Research
Ad firms saw slow growth rates in 2012
The major advertising holding companies saw slow growth in 2012, with a collective growth rate of between 2.5% and 3%, according to a Pivotal Research report. This year might be slightly better, with growth potentially reaching 4% if the global economy stabilizes. MediaPost Communications/MediaDailyNews (3/4)
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Marketer News
Crown Imports teams with Rick Bayless for new brew
Crown Imports, the U.S. distributor of Corona and other Mexican beer brands, is teaming with Chicago restaurateur and PBS cooking host Rick Bayless to help create and promote a new craft beer. "We will have our own brewers, but he is going to be actively involved in the recipe and style. He's going to be our master brewer," says Jim Sabia, Crown's chief marketing officer. As part of the deal, Crown will sponsor Bayless' TV show, where spots produced by GSD&M for Negra Modelo beer will appear. Advertising Age (tiered subscription model) (3/3)
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Other News
Association News
Which part of Transformation: The Idea Effect are you most excited about?
Check back Friday to see the results. Read more about sessions and panels, Susan Spicer, the O'Toole Awards, and Startup Alley.
VoteSessions focused on advertising and media
VoteSocial media and technology panel events
VoteCelebrity chef Susan Spicer
VoteO'Toole Award winners
VoteStartup Alley
New Members-Only Research Feature on 4A's Website
4A's Research Services is proud to present a new members-only feature on the 4A's website. The Industries section of Research Essentials is a one-stop destination for the latest insights into the following categories, with more on the way. They include: Automotive, Banking and Financial Services, Food and CPG, Healthcare, Restaurants, Retail, Travel.

Each industry page features rich content, including category trends and statistics, fascinating consumer insights and custom-made infographics. All content is created and curated by our team of Information Specialists.

Visit the Research Essentials headquarters today.
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N.C. Seminar Alert -- From Concept to Channel: Inspired Digital Strategy
Don't miss your chance to sign up for this strategy seminar with digital marketing expert Nick New, Wednesday at Wake Forest University. Are you confident in discussing an integrated mobile strategy with your client? Can you explain how much your client's Facebook fans are worth? If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this seminar is a must-attend. Nick will take you through the steps of creating a targeted digital strategy with the right metrics, insights and execution to ensure a greater ROI and a satisfied client.

Sign up today.
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Legislative & Regulatory
GAO asks FCC to modify product-integration notices
The Government Accountability Office is asking the Federal Communications Commission to develop a new standard for disclosing product integration. The GAO reports that "some members of Congress are concerned that broadcasters are not properly disclosing sponsorship information to the public." House Democratic Leader Nancy Pelosi, D-Calif., and Rep. Henry Waxman, D-Calif., requested the report. MediaPost Communications/TV Watch blog (3/4), (2/28)
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Concentrate all your thoughts upon the work at hand. The sun's rays do not burn until brought to a focus."
-- Alexander Graham Bell,
Scottish-born American inventor
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