Reading this on a mobile device? Try our optimized mobile version here:

October 5, 2012
Sign upForwardArchiveAdvertise
News for the advertising, media, and marcom industries

  Top Story 
  • Advertising Women of New York marks a century
    Among the many events and panels occurring under the umbrella of Advertising Week in New York, Advertising Women of New York celebrated the organization's 100th anniversary. AWNY has grown from 40 members in 1912 to more than 1,700 today. At an AWNY breakfast Thursday, Laura Desmond, chief of the Starcom MediaVest Group, said she hoped that number would double in 10 years as the group continues to "serve as a catalyst for women in the communications field." The New York Times (tiered subscription model) (10/4) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Ford went back to the drawing board for C-MAX hybrid spots
    Ford's marketing campaign for its new hybrid C-MAX will tap into the Italian animated-line style of cartoonist Osvaldo Cavandoli ("La Linea"). Spots will go up against Toyota's Prius v by boasting of C-MAX's miles-per-gallon ratings and higher horsepower. An online series will tap into "The Hunger Games" phenomenon with comedy videos called "The Hybrid Games," in which events such as passing 18-wheelers are treated as sports competition. MediaPost Communications/Marketing Daily (10/4), Reuters (10/4) LinkedInFacebookTwitterEmail this Story
  • News organizations are going native
    News organizations and publishers are seeking to run more "native" ad units that deliberately blur the line between advertising and editorial content. Advertisers and journalists rely on storytelling to get their point across, so it's a natural progression, industry officials say. "Native advertising is really just more relevant advertising," says Kyoo Kim, vice president of sales at NBC News Digital. MediaPost Communications/Online Media Daily (10/4) LinkedInFacebookTwitterEmail this Story
  • Other News
  Trends & Research 
  • Marketing of small devices has become a giant ad category
    Despite CEO Jeff Bezos' stated disdain of advertising, has spent $34 million hawking the Kindle line of e-readers and tablets in the first half of 2012, according to Kantar Media. That's part of a larger race in the smartphone and tablet category, where Apple has set a torrid pace in ad spending. In the past five years, smartphone and tablet advertising has more than doubled to about $650 million a year, according to Nielsen, as brands such as Google and Samsung look to stand out. Reuters (10/4) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Brands begin to gather on the Super Bowl sidelines
    Mercedes-Benz has decided to advertise in the 2013 Super Bowl, which will be played in the New Orleans Superdome bearing the automaker's name. They join a roster that includes Coca-Cola, Best Buy, Anheuser-Busch InBev, PepsiCo and its Frito-Lay division, Audi, Hyundai and Kia, and Brands are expected to shell out as much as $3.8 million per in-game spot. Advertising Age (tiered subscription model) (10/4) LinkedInFacebookTwitterEmail this Story
  • Oreo to end its centennial with a big-game twist: Oreo will end its centennial celebration by returning to the 2013 Super Bowl, a Mondelez International rep confirmed. The last Kraft brand -- Mondelez was formed this week as Kraft split into two -- to advertise a product in the big game was Planters, which appeared in 2008. Advertising Age (tiered subscription model) (10/4) LinkedInFacebookTwitterEmail this Story
  • How Nike chucked Chuck Taylors back into the spotlight
    The iconic Converse Chuck Taylor model is back in fashion, an "indisputable case of a brand living, dying and coming back as something entirely different," writes Robert Klara. The basketball shoe endorsed by early basketball star Charles Hollis "Chuck" Taylor propelled Converse to a huge market share before competitors drove the company into bankruptcy in 2001. Converse was purchased by Nike, which revived the Chuck moniker and aimed it at rockers who have kept the sneakers cool over the years. Adweek (10/4) LinkedInFacebookTwitterEmail this Story
  Association News 
  • What Separates the Best from the Rest: What Makes Great Agencies Great
    Despite differences in corporate culture and style, the truly successful agencies share some important things in common. These are the agencies that do the best work, attract the most new business, and have the best financial track records. In the 4A's webinar "What Separates the Best from the Rest," on Oct. 19, find out the secrets of the most successful agencies when Tim Williams, president of Ignition Consulting Group, shows how the best agencies are thought leaders with unique approaches that help them stand apart from the crowd. Participants will also learn how the best agencies possess thought leaders with unique approaches that help them stand apart from the crowd.

    Special pricing options are available for single registrant, conference room and full agency access. Visit the 4A's website to learn more and register today. LinkedInFacebookTwitterEmail this Story
  • Ad-Supported Video on Demand Directory Is Now Available
    Last year, 26 companies met to discuss the future of ad-supported video on demand. The Collaborative Alliance Think Tank invited key stakeholders in the realm to outline barriers, both real and misperceived, that have stultified the acceptance of ad-supported VOD and work toward advancing its value proposition to the media community. Issues included dynamic ad insertion, C3 and C7+, transparency, program and commercial viewing, metrics (i.e., demographics), program naming by operators for missed impression calculations, workflow (e.g., proposals, contracts, billing, trafficking and posting) and general marketplace awareness.

    The gathering ended with an agreement among collaborators to create an agnostic "work-in-progress" directory of ad-supported video on demand channels to be made available to the media community (e.g., planners, buyers, marketers, researchers and content providers) for the purpose of generating a single source reference to help build awareness of the vast array of participating programmers and opportunities for marketers.

    Download your copy of the Ad-Supported Video on Demand Directory. The Directory is also available from the MediaOcean and Rentrak websites. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

The lure of the distant and the difficult is deceptive. The great opportunity is where you are."
--John Burroughs,
American naturalist and essayist

LinkedInFacebookTwitterEmail this Story

Subscriber Tools
Print friendly format | Web version | Search past news | Archive | Privacy policy

Associate Publisher:  Dena Malouf 202-407-7837
A powerful website for SmartBrief readers including:
 Recent 4A's SmartBrief issues:   Lead Editor:  Stephen Yusko
Mailing Address:
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004
© 1999-2012 SmartBrief, Inc.® Legal Information