WPP adjusts expectations upward for 2013 | Sequestration is likely to be felt in ad industry as well | Panera's Rube Goldberg spot shows daily cycle of goodness
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March 4, 2013
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News for the advertising, media, and marcom industries

Top Story
AT&T and T-Mobile trade barbs and network-quality claims
AT&T is attacking rival T-Mobile in newspaper ads running in The New York Times and The Wall Street Journal, among others. The ads respond to suggestions by T-Mobile CEO John Legere that AT&T's network is "crap" by alleging that T-Mobile drops twice the number of calls and runs only half as fast as AT&T. T-Mobile has already responded, with Chief Marketing Officer Mike Sievert saying that the criticism must have "struck a chord" and claiming to be glad AT&T is "spending their money to print our name." As recently as 2011, AT&T was poised to purchase T-Mobile, but the deal was scotched by federal regulators. Bloomberg (3/1)
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Agency News
WPP adjusts expectations upward for 2013
With some of the worst economic fears for the new year swept aside for the time being, WPP is noting a better-than-expected fourth quarter and adopting a brighter outlook for 2013. "The eurozone looks a little a bit better. ... China seems to be motoring again, India [had a] good budget. ... When you pull all that together, there's probably a little bit more confidence than last year," said chief executive Martin Sorrell. Reuters (3/1)
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Sequestration is likely to be felt in ad industry as well
The U.S. government is one of the nation's largest advertisers -- notably for the Army and Amtrak -- so much is at stake in the ad industry as budget sequestration takes effect this month. "Today I'm not revising my budget, but we could talk tomorrow and there could be a dramatically different situation. We're doing this day to day," said Robert Mathias, CEO of North America at Ogilvy PR. Advertising Age (tiered subscription model) (3/4)
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Panera's Rube Goldberg spot shows daily cycle of goodness
An ad for Panera by Cramer-Krasselt uses a Rube Goldberg contraption to demonstrate a daily cycle of food-making and charitable giving of leftover baked goods, writes Tim Nudd. The commercial shows a baker laying out fresh dough, leading to a series of triggers and effects such as tomatoes being watered, chickens eating feed and a sign unfurling to proclaim the daily food giveaway to the homeless. "We thought that by doing it with artisans and embracing their craftsmanship, we were somehow also embracing the style of the brand," says Antonio Balseiro, the spot's co-director. Adweek (3/1)
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Other News
AMC's zombies are striking fear in hearts of rival networks
AMC is rewriting the rules of TV with the incredible success of "The Walking Dead," which is handily beating its cable -- and broadcast -- rivals in the key 18-to-49 demographic. The zombie-themed show, originally sold to NBC before landing at AMC, owes its success in part to the cable network making it widely accessible through on-demand, Netflix and iTunes, writes David Carr. The New York Times (tiered subscription model) (3/3)
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Trends & Research
Mass personalization and other Mobile World Congress trends
Productive partnerships, such as Ford reaching out to application-development partners for its SYNC program, are among the five takeaways from the Mobile World Congress listed in this article. Telefonica's driving monitor for teenage drivers represents a burgeoning era of "mass personalization," and "Qualcomm was demonstrating broadcast capabilities for sports venues that provide game coverage to phones," writes Greg Armshaw, chief technology catalyst at McCann Worldgroup Asia Pacific. "That's a great opportunity for brands to associate themselves with excellent content." Advertising Age (tiered subscription model) (3/1)
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Marketer News
Livestrong adds "Foundation" in new logo
The Lance Armstrong-inspired Livestrong Foundation has added the word "foundation" in a change of its logo, echoing a recent change of its legal name. Executive Vice President of Operations Andy Miller, in an annual address, urged members of the foundation to continue on despite the association with the now-disgraced inspiration. "We believe that while changing our mark is a small act, it's a natural step in our evolution and a step towards becoming more us, more clear and doing more work," Miller said. Advertising Age (tiered subscription model) (3/1)
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Yelp takes the plunge into mobile display advertising
Yelp is to begin selling display ads on its mobile application in a bid to create a revenue stream to go with its promoted-listings service. InterContinental Hotels Group, Taco Bell and Miller Lite will be the first advertisers to use the service, which will be opened to all advertisers next month. Advertising Age (tiered subscription model) (3/1)
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Association News
Register Now for Transformation: The Idea Effect
The countdown is on for one of the biggest industry conferences of the year, uniting advertising, media, digital and technology professionals. Transformation: The Idea Effect starts in New Orleans this Sunday with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13. Speakers include Harris Diamond, CEO of McCann Worldgroup; Lisa Donohue, CEO of Starcom USA; Bob Liodice, president and CEO of ANA; and Peggy Conlon, president and CEO of the Ad Council.

Sign up now.
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How to Lead Clients, Grow Accounts and Partner With Creatives
Turn an account into a real moneymaker with this seminar on April 2 in Baltimore. In this one-day workshop, Sheila Campbell, CEO of Wild Blue Yonder, will teach your account managers the skills they need to become more effective. They will learn how to listen for what a client really needs, 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.

Register today.
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Hot Topics
The man who insists upon seeing with perfect clearness before he decides, never decides. Accept life, and you must accept regret."
-- Henri Frédéric Amiel,
Swiss philosopher, poet and critic
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