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
Web Version
 
March 4, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries
SIGN UP|FORWARD|ARCHIVE|ADVERTISE

Top StorySponsored By
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)
Share: LinkedIn Twitter Facebook Google+ Email
Top trends and tools for 2015.
Based on a global survey of more than 6,000 digital business professionals, customer experience is considered the key imperative for 2015. Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge.
Download Now

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)
Share: LinkedIn Twitter Facebook Google+ Email
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)
Share: LinkedIn Twitter Facebook Google+ Email
Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

CreativeSponsored By
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)
Share: LinkedIn Twitter Facebook Google+ Email
Other News
Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

MediaSponsored By
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)
Share: LinkedIn Twitter Facebook Google+ Email
How SDN Makes Campus Networks Better
When should agencies adopt SDN? IDC reports that SDN provides immediate benefits for government campus networks, including modernized IT infrastructures that are more agile, cost-effective, and collaborative.
Read this new IDC paper to learn more.

Trends & ResearchSponsored By
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)
Share: LinkedIn Twitter Facebook Google+ Email
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

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)
Share: LinkedIn Twitter Facebook Google+ Email
Technology
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)
Share: LinkedIn Twitter Facebook Google+ Email
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.
Share: LinkedIn Twitter Facebook Google+ Email
 
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.
Share: LinkedIn Twitter Facebook Google+ Email
Hot Topics
SmartQuote
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
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