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October 12, 2012
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News for the advertising, media, and marcom industries

  Top 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 
  • Groupon wants a brand campaign from a shop other than CP+B
    Groupon is searching for an agency to create a brand campaign, and the company is apparently still stinging after a 2011 Super Bowl ad that seemed to make light of the plight of Tibet, which caused it to part with Crispin Porter + Bogusky. Geri Robinson, Groupon's head of consumer brand marketing, said that it is not looking for a new agency of record, but simply a shop that will carry out the assignment. CP+B has been specifically excluded from the pitch. Advertising Age (tiered subscription model) (10/11) LinkedInFacebookTwitterEmail this Story
  • Plan B launches junk car race to make a point
    Cars worth less than $500 (not including safety equipment) and a 24-hour race are the ticket that Chicago agency Plan B hopes will raise its profile among auto clients. The "24 Hour of LeMons" race -- based on the French 24 Hours of Le Mans -- will play up the theme that ideas trump money. "The teamwork involved is about problem-solving and innovation; I realized the LeMons race series was about the same thing we were all about," said Plan B's Ric Van Sickle. Adweek (10/11) LinkedInFacebookTwitterEmail this Story
  • Slim Jim ties in with video games
    Slim Jim is launching a campaign aimed at young men, touting its tie-in with video game company Electronic Arts. The ads play on the theme of balancing fun and responsibility, with one showing a young man in a hospital with a voiceover that promises Slim Jim can cure "sudden loss of video game dexterity." The New York Times (tiered subscription model) (10/11) LinkedInFacebookTwitterEmail this Story
  • Apple's latest iPod ad has a colorful appeal
    Colorful iPods bounce around to Willy Moon's "Yeah Yeah" in the latest Apple spot, an immediate answer to Nokia's suggestion last week "that Apple users were miserable, depressive colorless souls," writes Chris Matyszczyk. "And yet, doesn't it seem a little odd that those tiny square Shuffles seem to be like Target logos that have gone to a rave?" he asks. CNET (10/10) LinkedInFacebookTwitterEmail this Story
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  • Cable fares better than broadcast in early fall ratings
    Cable viewership among all adults during the first two weeks of the fall season is up 4% compared with 2011, despite a slight drop in 18-49 viewers on ad-supported channels. Fox News, CNN and MSNBC also have benefited from the upcoming presidential election with growth in their viewership, according to Nielsen. Meanwhile, the broadcast networks on average have seen their audiences shrink by 11% -- including 15% of 18-49 viewers -- on average. The Wall Street Journal (10/11) LinkedInFacebookTwitterEmail this Story
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  Trends & Research 
  • Magna report shows positive side of all those negative ads
    Political advertising and the Olympics have saved the media industry from a flat to lackluster year, according to a Magna Global report. Political ads will account for $2.7 billion of media spending this year, a boost of 30% over 2010's election spend. "Without political ad spend, Magna believes that local television ad revenues would have been up 2% this year; with political effect, it will grow by an average 14%. The bonanza will be much bigger in swing states," said Magna's executive vice president and director of global forecasting, Vincent Letang. MediaPost Communications/Marketing Daily (10/11) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Wendy's updates its iconic redhead, modernizes logo
    Wendy's has changed its logo to make the chain's redheaded-girl icon slightly older looking, and it's dropping the "Old Fashioned Hamburgers" copy to emphasis an expanded menu and making the lettering look handwritten. Wendy now breaks through the circle around her to make her look more approachable. "We wanted to keep all of the key, iconic elements, but give it a much more inviting, contemporary look," says Chief Marketing Officer Craig Bahner. Associated Press (10/11), The Wall Street Journal (10/11) LinkedInFacebookTwitterEmail this Story

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  • P&G's listening posts rapidly respond to social sphere
    Procter & Gamble operates what they call the "Tide Newsdesk" to rapidly respond to social media chatter, says Global Brand Building Officer Marc Pritchard. One notable effort took advantage of NASCAR workers using Tide to clean up a fuel spill at a race, and it resulted in 350 million impressions. The Newsdesk also allows the company to handle missteps, such as in a poorly received Pantene push. Advertising Age (tiered subscription model) (10/11) LinkedInFacebookTwitterEmail this Story
  • Other News
  Association News 
  • Account Management Workshop
    How to Lead Clients, Grow Accounts and Partner With Creatives
    In the one-day 4A's Account Management Workshop, Oct. 30 in New York, account managers will gain the skills they need to become sharp account managers. They will not only learn how to listen for what a client really needs but also be able to turn problem accounts around without damaging the relationship, gain confidence in dealing with larger or more demanding clients, and find out how to get more business from existing clients.

    Registration is open to both 4A's members and non-members. Visit our website to learn more about the program and to sign up today. LinkedInFacebookTwitterEmail this Story
  • Ad-Supported Video on Demand Directory Is Now Available
    The Collaborative Alliance Think Tank invited the key stakeholders in the realm to outline barriers, both real and misperceived, that have stultified the acceptance of ad-supported VOD and worked toward advancing its value proposition to the media community. Issues discussed included dynamic ad insertion, C3 and C7+, transparency, program and commercial viewing, metrics (i.e., demographics), program naming by operators for missed impression calculations, workflow (e.g., proposals, contracts, billing, trafficking and posting) and general marketplace awareness.

    The discussions resulted in an agreement among collaborators to create an agnostic "work-in-progress" directory of ad-supported video on demand channels to be made available to the media community (e.g., planners, buyers, marketers, researchers and content providers) for the purpose of generating a single-source reference to help build awareness of the vast array of participating programmers and opportunities for marketers.

    Download your copy of Ad-Supported Video on Demand Directory. LinkedInFacebookTwitterEmail this Story
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  Legislative & Regulatory 
  • GAO report criticizes sharing of location data with third parties
    A Government Accountability Office report gives ammunition to privacy advocates calling for stricter regulation of the mobile industry. The report found that many GPS-enabled device users do not know that location information on them is sold to third parties. "This report clearly shows that mobile industry companies often fail to respect that [privacy] right, giving out consumers' location data without their knowledge or explicit consent," said Sen. Al Franken, D-Minn., who is co-sponsoring a bill to require express consent from consumers. Adweek (10/11) LinkedInFacebookTwitterEmail this Story
Children have never been very good at listening to their elders, but they have never failed to imitate them."
--James Baldwin,
American writer

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