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February 4, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Chrysler, Taco Bell win the hearts and minds of ad execs
    Chrysler spots in which Oprah Winfrey voiced a tribute to American troops coming home and Paul Harvey talked about the virtues of farmers, as well as a Taco Bell ad with elderly people escaping a rest home to party, were among the favorites during this year's Super Bowl, according to a Wall Street Journal survey of ad pros and consumers. In contrast, BlackBerry's crucial spot for its new phones and operating system missed the mark: "Instead of focusing on phone features, the spot showed what the device doesn't do," writes Suzanne Vranica. The Wall Street Journal (2/3) LinkedInFacebookTwitterEmail this Story
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  Agency News 
  • Grey denies that it violated air-freshener trademark in ads
    Manufacturers of car air fresheners are raising a stink about trademark infringement involving a Grey Global Group initiative for BMW. Car-Freshener Corp. and Julius Samann Ltd. claim that when the agency made a spot for BMW preowned cars, it used air fresheners with a trademark-violating pine tree shape. Grey says that Another Dancing Bear Productions and Scent USA were responsible for clearing the trademark of the air fresheners and that the trademark holders weren't harmed in any case. MediaPost Communications/MediaDailyNews (2/1) LinkedInFacebookTwitterEmail this Story
  • Budweiser tops ad ranking with Clydesdale spot
    Anheuser-Busch claimed the top spot in USA Today's Ad Meter rankings of Super Bowl commercials for its "Brotherhood" ad featuring a horse breeder sadly watching a young Clydesdale he has trained leave his ranch and happily reuniting with it years later at a parade. Anheuser-Busch also launched a social media campaign asking consumers to suggest names for the Clydesdale foal featured in the commercial to help generate buzz around the spot. Detroit Free Press (2/4) LinkedInFacebookTwitterEmail this Story
  • Pepsi pokes at "Coke Chase" in video; Coca-Cola responds
    Pepsi looked to knock down Coca-Cola's "Coke Chase" commercial aired during the Super Bowl by releasing a video hours before the game featuring actors supposedly in the Coke spot trying to extract a Pepsi Next from a broken vending machine. Coke quickly issued a response video, mentioning that "imitation is the most sincere form of flattery." Adweek/AdFreak blog (2/3) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Report: Time Warner Cable CEO Glenn Britt will exit at end of 2013
    Glenn Britt, chief executive of Time Warner Cable since 2001, reportedly plans to leave the post when his contract expires at the end of the year. Rob Marcus, the company's president and chief operating officer, is said to be the most likely choice to take the job. A Time Warner Cable spokesman said Britt "is currently under contract" and "if and when that changes, we will announce it." The Wall Street Journal (2/1) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Value of free publicity from Super Bowl spots is growing
    Super Bowl advertisers continue to cite earned media -- free publicity from news, entertainment and social outlets -- as justifying their growing investments in the big game. Mercedes-Benz values all the talk about its commercial at $20 million, for example, up from Pepsi's estimate of the $10 million benefit it got from the 2002 game. The Wall Street Journal (2/3) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Super Bowl takes dramatic turn after power outage
    Nervous speculation was running rampant in the ad world after a power outage during the Super Bowl led to a prolonged delay in the action. CBS handled the unusual situation by featuring in-house promos instead of additional ads; a spokeswoman said the network's commitments were "being honored." While some marketers were worried that the blackout would overwhelm their messages or drive away viewers, the added buzz and the San Francisco 49ers' dramatic post-blackout comeback attempt seemed to ease concerns. Advertising Age (tiered subscription model) (2/3) LinkedInFacebookTwitterEmail this Story
  • Brands light up Twitter after Super Bowl blackout: When Sunday night's Super Bowl was interrupted by a prolonged power outage, brands took to Twitter to riff on the extended delay. Bud Light and Speed Stick quickly bid on promoted tweets linked to the words "power outage"; Oreo and Tide posted graphics linked to the blackout; and Audi tweeted an offer to send some LEDs to the Superdome, which it noted was sponsored by fellow luxury auto brand Mercedes-Benz. Advertising Age (tiered subscription model) (2/3) LinkedInFacebookTwitterEmail this Story
  Association News 
  • S.F. Seminar Alert -- Leading the Charge: Senior Agency Management Skills for a Changing Industry
    Join Jeff Hiller of JB Training Solutions on Feb. 13 Golden Gate University in San Francisco for a seminar specifically designed to help senior advertising executives with the guidance they need to lead in a transforming industry. This full-day workshop will provide answers to the most challenging issues facing today's agency leaders, including how to connect with younger colleagues, how to adapt effective leadership styles based on unexpected business situations, and how to motivate junior team members.

    Register today. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Creative Ways Agencies Can Get Paid: How to Stop Selling Hours and Start Selling Value
    Tune in to Tim Williams, founder of Ignition Consulting Group, on March 7 as he provides tips on innovative pricing solutions. Learn how to price individual services based on value instead of cost, in addition to charging different prices for different clients at different times. Examine how forward-thinking firms are leveraging these methods and improving how they do business.

    Member and non-member pricing available. Save a spot today. LinkedInFacebookTwitterEmail this Story
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  Hot Topics 

Top five news stories selected by 4A's SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  Legislative & Regulatory 
  • FTC offers new privacy guidelines for mobile industry
    The mobile industry should improve privacy protection and allow device users to opt out of ad-network tracking, the Federal Trade Commission argues in a new set of nonbinding recommendations. Outgoing FTC chief Jon Leibowitz called the mobile sector "a sort of Wild West" and called for industry players to act to tackle its "unique privacy challenges." Separately, the social networking application Path has agreed to settle with the FTC for $800,000 over charges that it collected children's personal information. The Wall Street Journal (2/2), Adweek (2/1) LinkedInFacebookTwitterEmail this Story
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