Content marketing is the new social, says Weber Shandwick exec | Ad execs complain that re-imagined Yahoo is ignoring them | Nationwide puts its $250 million media account up for review
Web Version
March 28, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries

Top Story
The story behind the "jaw-dropping" Craigslist ad for a used Camry
Copywriter Nate Walsh has caused a splash with his "jaw-dropping" humorous collage designed to sell his 1999 Toyota Camry on Craigslist, writes Tim Nudd. Though it's been flagged for removal at Craigslist, the ad, which coins the term "Tanry" to describe the car, has been featured on sites such as Reddit and Jalopnik. Calling it a "solo labor of love," Walsh explains the ad's origins in this interview. Adweek (3/27), Adweek (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Agency News
Content marketing is the new social, says Weber Shandwick exec
Interpublic's Weber Shandwick has launched a new unit, MediaCo, tasked with handling content marketing, native ads and digital media buying. The move is a sign of the big boom in content and native advertising, says Chris Perry, global head of digital. "Over the last 60-90 days, this whole area of the business has caught fire, not unlike how we saw social media catch fire four to five years ago," he explains. "We see this part of the business becoming inevitable for clients to get into." Advertising Age (tiered subscription model) (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Ad execs complain that re-imagined Yahoo is ignoring them
Media agencies are becoming impatient as they wait for Yahoo chief Marissa Mayer to share her advertising vision for the portal, writes Jason Del Rey. "I don't know what the product strategy is, what the content strategy is, what the data strategy is," says Adam Shlachter, senior vice president of media at Digitas. Del Ray points out that Yahoo's display ad sales were down in the most recent quarter, but that "Mayer has re-fashioned Yahoo as a 'tech company,' and part of that appears to mean doing away with the chummy relationships agency execs expect from media companies." Advertising Age (tiered subscription model) (3/28)
Share: LinkedIn Twitter Facebook Google+ Email
Mike and Ike to reunite after split helps boost sales
The fictional, eponymous Mike and Ike will be working together again to promote the candy after manufacturer Just Born contrived a split between them. The largely social- and digital-powered story, which included packages with either Ike or Mike scratched out on the box, tripled Facebook fans and helped lift sales 7.2% in 2012, the most significant rise in 10 years, according to Donald Houston, senior marketing manager for the brand. New commercials to be aired on cable will parody movie trailers with a preview of "The Return of Ike and Mike." Adweek (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Carlsberg's Somersby Cider ad puts its apples up against Apple
A Carlsberg ad for Somersby Cider running in the U.K. makes fun of Apple's high-tech fanboys by showing a group of young cider fanatics being taught at a sleek, Apple-style store how to properly appreciate the brew. The tagline is "Less apps, more apples." Mashable (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
How Justin Timberlake played social media like a master
Nearly a million copies of the Justin Timberlake album "The 20/20 Experience" sold in the first week, proving the virtuosity of his brand management, writes Ben Sisario. That included cross-promoting spots for Bud Light Platinum and Target, as well as creating a sense of intimacy with fans via social media. "Now everyone wants VIP access. They want to feel that they know the artists, that they are insiders, and now through social media they can literally and figuratively be friends with the stars," says Jayne Charneski, a marketer at Creative Artists Agency division Intelligence Group. The New York Times (tiered subscription model) (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Trends & Research
GroupM: Online ads accounted for nearly 20% of 2012 global spend
Internet ad spending globally constituted 19.5% of all ad spend last year, reaching $99 billion, according to GroupM estimates. That amounted to 16.2% growth for the year, with the Internet reaching "every continent and economically active individual," according to Rob Norman, global chief digital officer at GroupM. MediaPost Communications/Online Media Daily (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Marketer News
J.C. Penney will mark up its own brands and discount later
J.C. Penney plans to raise prices on store brands such as St. John's Bay, jcp, Stafford and Arizona, then lower them to appear as a discount, yet another change in retail tactics intended to win back bargain-conscious shoppers. "While our prices continue to represent a tremendous value every day, we now understand that customers are motivated by promotions and prefer to receive discounts through sales and coupons applied at the register," says spokeswoman Daphne Avila. CEO Ron Johnson announced last month that a 25% drop in fiscal-year sales would trigger such discounts. Reuters (3/27)
Share: LinkedIn Twitter Facebook Google+ Email
Association News
Targeting Audiences Webinar
Join Robin Hafitz, CEO of Open Mind Strategy, on April 9 as she teaches you how to take a list of demographics and psychographics and turn them into insights that provide strategic focus. Also, learn techniques to interpret data about your audience. This webinar is perfect for account managers, planners, marketers and creatives and also open to members and non-members.

Sign up today.
Share: LinkedIn Twitter Facebook Google+ Email
Digital Training Seminar at 4A's NYC Headquarters
Stay current with digital best practices by attending this seminar led by Allison Kent-Smith, who co-launched Boulder Digital Works, a school for post-graduate digital education. Learn ways to assess your staff's digital skill levels, gather "buy-in" from the top, use data to shape programming, and gather external and internal talent to instruct and plan a comprehensive program for ongoing digital learning. Become a part of the growing agency movement in talent investment through education and cultural change.

Members and non-members and can sign up for this April 25 event.
Share: LinkedIn Twitter Facebook Google+ Email
We owe something to extravagance, for thrift and adventure seldom go hand in hand."
-- Jennie Jerome Churchill,
American-born British society figure
Share: LinkedIn Twitter Facebook Google+ Email
Learn more about 4A's ->Homepage | Upcoming Events | 4A's Career Center | 4A's Bookstore
Subscriber Tools
Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
Lead Editor:  Stephen Yusko
Publisher:  Dena Malouf
  P: 202.407.7837

Download the SmartBrief App  iTunes / Android
iTunes  Android
Mailing Address:
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004
© 1999-2013 SmartBrief, Inc.®
Privacy policy |  Legal Information