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February 12, 2013
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News for the advertising, media, and marcom industries

  Top Story 
 
  • ESPN showcases clutch plays in push for streaming app
    ESPN is promoting its WatchESPN application with several spots that highlight clutch plays in various sports through the eyes of two imaginary, animated fans: Vic and Steve. "They are true sports fans, and you will seem them throughout the year talking about different sports," Adriana Rizzo, ESPN's senior director of consumer marketing, said of the campaign developed by 72andSunny. ClickZ (2/11) LinkedInFacebookTwitterEmail this Story
Social Savvy Webinar: Social Listening and Big Brother
February 20 at 11AM PT | 2 PM ET
Join this free webinar as Jacqueline Anderson, Director of Social Media for J.D. Power, shares insights from a survey of 1,000 consumers on attitudes toward social listening. Learn how consumers want—and don't want—you to listen and respond to the online conversation about brands. Register now.
  Agency News 
  • Analysis: Agency-client communications are getting lost in the shuffle
    Volvo's marketing chief learned that his company's digital agency, LBi, was merging with Digitas when he read a news report. That's the latest sign of "a troubling breakdown in communications between clients and agencies," writes Rupal Parekh. Relationships are increasing in number and decreasing in length, with "time, technology and trust" proving to be significant barriers to "substantial" communications between partners, consultant Elizabeth Zea says. Although the issues cut both ways, agencies can take the lead in restoring professionalism and respect by preparing a comprehensive client-communication plan, Zea recommends. Advertising Age (tiered subscription model) (2/11) LinkedInFacebookTwitterEmail this Story
How Much Do You Really Need to Make? The Answer May Shock You
Rather than focus on what you can afford to pull out of the business to cover your living expenses, you need to focus on how much you need to earn at your business in order to afford the lifestyle you want to have. This is where the Personal Earnings Goal, or PEG, comes into play. Learn how to calculate your PEG and find out how much you really need to make.

  Creative 
 
  • Union Bank enlists a poet and an actor to talk about integrity
    Eleven has hired poet Maya Angelou and actor Edward James Olmos for a campaign for Union Bank, which is positioning itself as an ethical bank with the tagline "Doing right, it's just good business." The San Francisco-based bank wants to exploit what it says is distrust of big, rival banks. "Our research shows that big banks are vulnerable now. People are highly skeptical of the banking industry and are willing to move their money," says Union Bank Chief Marketing Officer Art Smith. Adweek (2/11) LinkedInFacebookTwitterEmail this Story
  • Cat videos try to make kitty litter more glamorous
    Playtex is running a series of cat videos on YouTube to promote its Litter Genie odor-reducing receptacle. The clips, which show cats singing along to R&B, psychedelic and punk music, are an attempt to inject some fun and glamour into what can be a stinky subject, says Claire Capeci, global business director at JWT New York. "At the end of the day, we're talking about a disposal system for cat poop," she says. The New York Times (tiered subscription model) (2/11) LinkedInFacebookTwitterEmail this Story
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  Media 
 
  • Yahoo could have the first real Web hit in "Burning Love"
    Yahoo's "Burning Love," which parodies reality dating shows such as "The Bachelor," has become the "breakout" hit the Web-video industry has been waiting for, according to this article. The second season of the show debuts on Thursday, and the first season will begin running on E! on Feb. 25. PHD is handling sponsorships for the second and third seasons, with plans calling for clients Foot Locker, HBO, Lord & Taylor and Safeway to advertise. Adweek (2/11) LinkedInFacebookTwitterEmail this Story
Use your data. Reach your customers. Meet your digital marketing objectives.
Ready to seek true digital intelligence about your customers? Like why they interact with your brand? And what type of content they spend the most time with? Finding the answers to these questions, and others, can be difficult. This paper explains how you can become more predictive and prescriptive in your digital and integrated marketing efforts.

  Trends & Research 
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  Marketer News 
  • Mountain Dew's Kickstart to get a big BBDO-led kickoff
    PepsiCo's Mountain Dew division is undertaking a "massive marketing campaign" for its new morning drink, Kickstart, which is aimed at millennial men, writes Natalie Zmuda. BBDO will handle the advertising creative, with a TV spot centered around a "chasing sunrise" concept, Zmuda writes. Also, Kickstart will be featured on radio though a partnership with ESPN's "Mike & Mike in the Morning" that includes product placement and a texting promotion. Advertising Age (tiered subscription model) (2/11) LinkedInFacebookTwitterEmail this Story
  Technology 
  Association News 
  • North Carolina Seminar Alert -- From Concept to Channel: Inspired Digital Strategy
    Are you confident in discussing an integrated mobile strategy with your client? Can you explain how much your client's Facebook fans are worth? Developing a winning integrated digital strategy requires insight into the many pieces of digital marketing and the know-how to put them all together successfully. If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this Digital Strategy seminar is a must-attend.

    Join digital marketing expert Nick New, who 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.

    Visit our website for more details. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Demystify the Creative Brief: Learn How to Make Your Point and Hook Your Audience
    Sign yourself up for delivering effective and efficient creative briefs in 2013. On Feb. 28, Open Mind Strategy CEO Robin Hafitz will host this special 4A's webinar that will show you how to write a creative brief that is inspiring. She will also show you real-world examples that will leave you with practical takeaways, and tell you five essential questions to ask before starting your creative brief. This is the perfect event for account planners, creatives and marketers.

    Member and non-member pricing available, so register today. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
We spend our time searching for security and hate it when we get it."
--John Steinbeck,
American author


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