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October 10, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Brands look to deliver "stopping power" with handmade effects
    Google, Comcast, Vizio and Sony are among the advertisers returning to mechanical and in-camera effects to bring a retro artisanal quality to commercials, contrasting with computer-graphics slickness and playing to the consumer differently, writes Gabriel Beltrone. McCann Erickson Chief Creative Officer Tom Murphy says, "We live in a world of such incredible, seamless, mind-blowing special effects. There's almost more stopping power sometimes these days in showing something that's been done with human hands." Adweek (10/9) LinkedInFacebookTwitterEmail this Story
Undertone Video - Play at a Higher Level
When it comes to video advertising, all views are not created equal. That's why at Undertone we've developed three effective and fully transparent ways to buy digital video, each designed to meet specific advertiser objectives. Undertone Video: it's time to Play at a Higher Level.
  Agency News 
  • Johnson & Johnson are nearing end of global creative review
    Three roster shops are expected to end up with most of the creative business for a range of Johnson & Johnson over-the-counter brands. Sources say the leading candidates are DDB, BBDO and JWT after an extensive global review that was said to focus more on prices and efficiencies than on creative and strategic thinking. Adweek (10/9) LinkedInFacebookTwitterEmail this Story
  • McGarryBowen Chicago wins Blue Cross Blue Shield creative
    A national consumer brand campaign with adjustments for local markets will be the charge for McGarryBowen's Chicago office as it takes up its new duties as Blue Cross Blue Shield's creative agency of record. "We want to help leverage these powerful brands under one, persuasive and unique consumer-messaging platform," said Cynthia Rolfe, the Blue Cross Blue Shield vice president for consumer brand strategy, adding that chemistry with McGarryBowen and its strategic insights gave the agency a competitive edge. Advertising Age (tiered subscription model) (10/9) LinkedInFacebookTwitterEmail this Story
  • Other News
Is Software Holding Your Agency Back?
Agencies must surmount a unique set of challenges. Like many businesses, they need to arrive at profits after their costs for resources. Agencies must monitor internal and external resource utilization and overall profitability of each project or client. Also, they have creative endeavors that need the support of modern and adaptable technology. Download to learn how NetSuite helps streamline business.
  • Lenovo's largest ad effort will have lots of Windows 8 company
    Lenovo is among several Windows PC makers preparing to push a new breed of tablet-notebook hybrids that utilize a Windows 8-powered touch screen. The "convertible PCs" will get the biggest single launch in Lenovo's history, with a Saatchi & Saatchi campaign featuring a spylike heroine armed with a Yoga computer. The efforts will come amid Microsoft's own massive effort for Windows 8, expected to reach 1.6 billion impressions following the Oct. 26 launch. Advertising Age (tiered subscription model) (10/9) LinkedInFacebookTwitterEmail this Story
Partner with the Big Dog in Programmatic TV
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Driving Full-Funnel Results With Video Ads
Nearly $29 billion is being spent worldwide on digital video advertising this year. Are you getting the most out of your video investment? Download this new ViralGains ebook to learn how to use video ads to engage consumers at every stage of the customer journey—from awareness to purchase.
  Trends & Research 
  • Clients say agencies may be in for a haircut
    More than half of clients surveyed by Avidan Strategies are cutting back on their agency rosters, and 44% plan more consolidation. Digital agencies are highest on the chopping-block list. The findings show "a fundamental tension between clients operating in the current tough environment, with the sense that agencies are not pulling their weight," according to founder Avi Dan. MediaPost Communications/MediaDailyNews (10/9) LinkedInFacebookTwitterEmail this Story
Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
  Marketer News 
  • Facebook Exchange's dynamic creative ads reap higher CTR
    AdRoll and TellApart say that new Facebook Exchange ads that allow more finely tailored retargeting are proving more effective than generic FBX ads. AdRoll says its clients have enjoyed a 102% higher click-thru rate compared with static ads. TellApart sees a 6.65% CTR for its dynamic ads via FBX, compared with a 6.41% CTR when run on Google's AdX exchange. Adweek (10/9) LinkedInFacebookTwitterEmail this Story
  Association News 
  • How to Sell Creative Work to Clients
    Discover the possibilities and explore how to turn creative staff from presenters of work to proponents of work, and how to sell the big idea instead of the details. This all-day workshop, presented on Oct. 23 in Florida, will help you to turn clients into champions of your creative work instead of killers of great ideas.

    Registration is available to both 4A's members and non-members. Visit the website to learn more and to register. LinkedInFacebookTwitterEmail this Story
  • How to Introduce New Ideas and Initiatives and Move Clients to "Yes!"
    No agency can afford to leave money on the table, particularly in today's marketing environment. Account leaders must be able to recognize opportunity. If you're not constantly refreshing your accounts with new ideas and leading them to new initiatives, client relationships can go stale and even healthy relationships will fail to realize all of their income potential.

    In this all-day workshop sponsored by the 4A's South Texas Council on Oct. 25 in Houston, Sheila Campbell, president of Wild Blue Yonder in Washington, D.C., will show participants how to grow their accounts by using consultative selling techniques. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • "Do Not Track" could be DOA, privacy advocates say
    A clash between privacy advocates and industry groups could spell the end for the "Do Not Track" protocol, experts say. The Digital Advertising Alliance said its members were free to ignore do-not-track settings on Microsoft's Internet Explorer 10, which will ship with the setting turned on. Critics accused the group of deliberately attempting to torpedo the DNT standard. "DAA is trying to turn DNT into TNT and blow the process up," said Jeff Chester of the Center for Digital Democracy. National Journal (10/9), Advertising Age (tiered subscription model) (10/9) LinkedInFacebookTwitterEmail this Story
No need to hurry. No need to sparkle. No need to be anyone but oneself."
--Virginia Woolf,
British writer

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