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January 14, 2013News for marketing professionals

  Breaking News 
  • Mars builds the "anticipation bubble" for M&M's in Super Bowl
    Marketers for candy company Mars say that the M&M's brand will go against the prevailing trend of releasing Super Bowl spots early for buzz, and instead will stick with the old model of building an "anticipation bubble" for seeing the spot for the first time during the game. The BBDO ad will emphasize the quality of the chocolate with the tagline "Better with M," but won't introduce a new character as last year's spot did with Ms. Brown. "We are continuing with what we call our surprise-and-delight approach," says Roy Benin, chief consumer officer at Mars. Advertising Age (tiered subscription model) (1/11) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Anheuser-Busch details a Super Bowl mix of comedy and drama
    Anheuser-Busch's decision to introduce Budweiser Black Crown and Beck's Sapphire to a typically distracted Super Bowl audience this year was governed by their success last year in launching Bud Light Platinum, said Paul Chibe, vice president for U.S. marketing. Anomaly will create two spots for Black Crown as well as a "heartwarming" 60-second spot for Bud featuring Clydesdale horses, Chibe said. Translation will craft two 60-second Bud Light spots based on the current football-related "Superstition" campaign, and Mother's London office is creating the Beck's Sapphire spot, which will treat the new brand "like a jeweler would launch a rare jewelry brand," Chibe added. The New York Times (tiered subscription model)/Media Decoder blog (1/11) LinkedInFacebookTwitterEmail this Story
  • Taco Bell tests new value menu, following competitors' moves
    Taco Bell is in the testing phase of a "$1 Cravings Menu" to compete with McDonald's successful Dollar Menu head-to-head. The company has divided the new value menu in into "beefy, cheesy, spicy, crunchy and sweet" items. Meanwhile, Wendy's has been marketing a "Right Size Right Price" value menu with prices up to $2, which tracks closely with McDonald's "Extra Value Menu." USA Today/The Associated Press (1/12) LinkedInFacebookTwitterEmail this Story
  Market Trends 
  • Food companies are not expected to trim marketing
    With food prices expected to rise 3% to 5% this year, marketing budgets are expected to stay fairly stable, said analyst Erin Lash of Morningstar. "I haven't heard any companies discuss cutting marketing budgets at this time," she said. "From our perspective, investing behind product innovation and marketing support are essential to ensuring that brands stand out from other national players as well as private-label offerings." Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  Interactive 
  • Hilton partners with The Onion for Web campaign
    Hilton has recruited The Onion's humorists for a social media and Web campaign aimed at convincing young workers that they need a vacation. Visitors to Hilton's custom website can access humorous cartoons diagnosing them with workplace maladies such as "cubiclophobia" and "yellow Post-it fever," and prescribing Hilton vacations to cure their affliction. "It differentiates Hilton in a key, positive way. ... You don't see anybody else doing this," says brand consultant Irma Zandl. The New York Times (tiered subscription model) (1/13) LinkedInFacebookTwitterEmail this Story
  • Aflac's lame-duck campaign draws thousands of sympathy cards
    Aflac's latest campaign soliciting get-well cards for its supposedly injured spokes-duck has elicited sympathy on Facebook and more than 4,000 get-well cards. Aflac marketers are tweeting on the duck's behalf as well as advertising with a series that started with an announcement from the duck's doctor. ClickZ (1/11) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by AAF SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  AAF Spotlight 
  • AAF Thought Leadership Forum: Utilizing New Technology in Advertising
    Digital 101 + 102

    With the constant evolution of digital technology and a seemingly endless array of tactical resources for advertisers to employ, it is imperative that industry professionals not only familiarize themselves with these resources, but learn how to capitalize on them as well. In April 2013 the AAF will launch its latest Thought Leadership Forum: Utilizing New Technology in Advertising -- a two-part, interactive discussion focused on digital advertising. Through its diverse network of corporate advertisers, media companies, advertising agencies and advertising service providers, the AAF will bring together some of advertising's most influential thought leaders to discuss these topics and more! LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • New law lets Netflix users share their video-rental data
    President Barack Obama last week signed into law a measure allowing online movie-rental services to give users the option of sharing their viewing habits via third-party social networks. That could open up a slew of new marketing and social media options for services such as Netflix. "This new law is truly pro-consumer and places the decision of whether or not to share video rentals with one's friends squarely in the hands of the consumer," said Rep. Bob Goodlatte, R-Va., chair of the House Judiciary Committee. Adweek (1/11) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
You have to know yourself ... really know what makes you tick."
--Shirley Polykoff, member, Advertising Hall of Fame

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