WhaleShark -- now RetailMeNot -- adds to global couponing acquisitions | Microsoft shakes up Xbox fall lineup with CP+B, Razorfish | Walrus to handle U.S. marketing for Pret A Manger
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March 13, 2013
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FTC guidelines say new-media ads should stick to old rules
The U.S. Federal Trade Commission has warned advertisers against deceptive practices involving social media, regardless of the space limitations of media such as Twitter to make disclosures. "Advertisers should make sure their disclosures are clear and conspicuous on all devices and platforms that consumers may use to view their ads," FTC's Lesley Fair wrote in a blog accompanying a new set of guidelines. Reuters (3/12), The Wall Street Journal (3/12)
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Agency News
WhaleShark -- now RetailMeNot -- adds to global couponing acquisitions
Online coupon provider WhaleShark Media is rebranding as RetailMeNot and extending its roll of international acquisitions with the addition of Amsterdam-based Actiepagina. Parting from the struggling coupon model set by Groupon and LivingSocial, RetailMeNot specializes in ongoing discounts of various sizes for major retailers. Adweek (3/12)
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Microsoft shakes up Xbox fall lineup with CP+B, Razorfish
Microsoft has handed its fall campaign assignment for Xbox to Crispin Porter + Bogusky following a pitch, writes John McDermott. Longtime incumbent TwoFifteenMcCann remains Microsoft's Xbox agency of record and will contribute work on Halo and other game titles. Razorfish is also replacing AKQA on digital work, AKQA Chairman Tom Bedecarre confirms. "We've had an amazing relationship with Xbox for more than a decade and a long history of helping launch major title and new consoles," he says. Advertising Age (tiered subscription model) (3/12)
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Walrus to handle U.S. marketing for Pret A Manger
Pret A Manger has selected Walrus for its U.S. marketing, including in-store, digital and events. The New York-based independent agency "got up to speed on our business very quickly and impressed us with its ability to capture the brand's unique personality creatively," said Ellen Roggemann, vice president of U.S. brand marketing for the healthful fast food chain. Advertising Age (tiered subscription model) (3/12)
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Dick's Sporting Goods spot aims to capture the essence of baseball
An Anomaly-designed spot for Dick's Sporting Goods tries capture the purity of the game of baseball, writes Tim Nudd. Capturing a moment of tension with a single roving camera shot that moves from player to player, the spot uses nothing but on-field chatter. "We all felt if you could do it with zooms in one take, moving around on a dolly track, that you'd get a much more real, on-the-field feeling, instead of going all digital with spidercams and crazy stuff like that," says Derek Cianfrance, director of @radical.media. Adweek (3/12)
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Moe's debuts first national ad campaign
On the cusp of opening its 500th store, Moe's Southwest Grill has launched its first national advertising campaign with storytelling commercials produced internally. The 13-year-old Atlanta-based chain operates in 30 states and expands, on average, every six days, said marketing chief Paul Macaluso. MediaPost Communications/Marketing Daily (3/12)
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NPR goes to SXSW with events to lower the median age of listeners
National Public Radio held a party event promoting its "Generation Listen" campaign to attract under-30-year-old listeners at the South by Southwest festival and conference in Austin, Texas. It is one of a series of such events that NPR will hold in an attempt to reverse the rising age of its typical listeners. The New York Times (tiered subscription model) (3/12)
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Trends & Research
Even execs who tout TV buys are skeptical of "TV Everywhere"
NBCUniversal's president of ad sales, Linda Yaccarino, argued at the 4A's Transformation conference that advertisers have "more choice than ever for advertisers to mitigate CPM inflation" that results from declining ratings but stable ad prices. Other executives agreed that buying television media still maintains value despite the market challenges, while acknowledging that the "TV Everywhere" concept has a ways to go. David Levy, Turner Broadcasting president of sales, said: "It's awful from a consumer standpoint." MediaPost Communications/MediaDailyNews (3/12)
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Marketer News
Microsoft targets spot for Office 365, SkyDrive at collegians
Microsoft is targeting college students with its Office 365 and SkyDrive online products, writes Aaron Baar. A spot features "Parks and Recreation" star Aubrey Plaza as a librarian chiding and banishing college students arguing over a project instead of collaborating silently online. The spot intends to make "the idea of working anywhere come alive," says Ben Carlson, Bradley and Montgomery chief strategy officer. MediaPost Communications/Marketing Daily (3/12)
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Samsung outspent Apple on ads in 2012 to take the global lead
Samsung outspent Apple on advertising last year, $401 million to $333 million, reversing a nearly three to one Apple advantage reported in 2011, according to Kantar Media. Samsung's "Next Big Thing" campaign, which often poked fun at Apple fans, gave the South Korean manufacturer the global lead in smartphone sales, with a 30.3% share, per IDC. The advantage of greater marketing budgets has grown in importance for device-makers, said Fared Adib, Sprint Nextel's senior vice president of product development, because carriers spend more time marketing such things as service plans and less on actual products. The Wall Street Journal (3/12)
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Association News
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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Members and non-members can register today.
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-- Romain Gary,
French diplomat, novelist, film director and aviator
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