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February 8, 2013
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News for the advertising, media, and marcom industries

  Top Story 
 
  • Schwab to invest more in marketing, hires CP+B as new shop
    Charles Schwab is coming out of a period of austerity and poor earnings reports and is vowing to spend more on marketing to compete better against online rivals and other financial companies. Now under Chief Marketing Officer Jonathan Craig, who was recruited from AT&T in September, the company has concluded a creative review, parting ways with Havas Worldwide for all but a portion of the work, and hiring Crispin Porter + Bogusky for the rest. Reuters (2/7), Advertising Age (tiered subscription model) (2/7) LinkedInFacebookTwitterEmail this Story
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  Agency News 
 
  • Lenovo hires Digitas for media duties, analytics
    Lenovo has tapped Digitas' Boston office to handle its media planning, buying and analytics, after a review in which incumbent Neo@Ogilvy declined to defend. Saatchi & Saatchi handles global creative for the brand, which spent $30 million in 2011, excluding digital advertising, according to Nielsen. "As we continue to grow our share and relevance in a highly competitive industry, we need an agency to help us break through to our target audience," said David Rabin, executive director of marketing in North America at Lenovo. Adweek (2/7) LinkedInFacebookTwitterEmail this Story
  • Other News
eBook: The Secret To the Most Effective Content Marketing
Your potential customers are hungry for content, and if they don't get it from you, they'll go somewhere else. How can you build the infrastructure necessary to feed the content beast? Download the eBook, An Internal Culture of Content: The Secret To the Most Effective Content Marketing to learn more. Download today.

  Creative 
 
  • Bud Light Platinum gets in sync with Justin Timberlake
    Justin Timberlake will represent Bud Light Platinum in commercials and also act as the brand's "creative and musical curator" in a deal made through Bud Light agency Translation. The first spot will air during the Grammy awards telecast and feature Timberlake's "Suit and Tie," his newly released single. "Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand," said Paul Chibe, vice president of U.S. marketing at A-B InBev. Advertising Age (tiered subscription model) (2/7) LinkedInFacebookTwitterEmail this Story
Rethink Email: 3 Strategies to Stand Out in Your Customer's Inbox
As inboxes get busier, your customers will seek more meaningful engagements in email. This e-book will show you how personalization, real time automation and predictive intelligence can create a seamless 1:1 email experience for your customers. Download Now!

  Media 
Selling your business? Here are 7 things you should do now.
If you're considering selling your business, you should be doing everything you can to get the best possible price. In just 7 simple steps you can improve your chances of attracting buyers and getting big bucks for your business. Read the article and learn the 7 steps.

  Trends & Research 
 
  • Toy-app combinations try to invent a new way to play
    Nine out of 10 toy-industry efforts at combining real-world toys with applications were unsuccessful in 2012, says Jim Silver, editor in chief of TimetoPlayMag.com. "Kids looked at these plastic toys used to run digital games and said, 'Why bother when I can just use my thumbs?' " Silver says. Jakks Pacific recently unveiled an enhanced-reality app that, through a device's camera and display, made Disney characters appear to be interacting with toys. But industry observers are split on whether it will be successful, and they are concerned that tacking technology onto old ideas shows desperation. The Wall Street Journal/Dow Jones Newswires (2/7) LinkedInFacebookTwitterEmail this Story
How to Achieve IT Agility: A Survival Guide for IT Decision Makers
When business teams add new apps and services to already-strained networks, IT departments are accountable for making everything work. Is your team ready for this challenge? Read this eGuide to learn how IT teams are automating their networks, why they're utilizing Ethernet fabrics and SDN, and what success looks like as they regain network control and business relevance.

  Marketer News 
  • Samsung fashions an alliance with Alexander Wang
    Samsung is partnering with Alexander Wang on a fashion project that will highlight the collaborative capability of the Samsung Galaxy Note II smartphones. Wang will coordinate work from other designers to arrive at a print that will be used for a limited-edition bag sold for charity. Samsung released a two-minute video showing Wang in action, coordinating the release with the start of Fashion Week in New York. The New York Times (tiered subscription model) (2/7) LinkedInFacebookTwitterEmail this Story
  Technology 
  • Doritos ad contest wins nearly 100 million views
    Frito-Lay says the five finalists in its "Crash the Super Bowl" ad contest received nearly 100 million views this year. The campaign was moved from the company's own microsite to Facebook, making it easier for fans to share the videos. "That's the whole reason why we switched. People like to talk about the videos, and that reaches their circle of friends," said Vice President of Marketing Ram Krishnan. Adweek (2/7) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Talent & Development -- Strategy For Account Managers: How to Develop and Hone Your Strategic Skills
    In this hands-on workshop, sponsored by 4A's Northeastern Ohio Council on March 20, you'll learn essential strategy development tips, including how to write a new business pitch and strategic alignment best practices. Hosted by Robin Hafitz, one of the first American practitioners of account planning, this seminar, at The Club at Key Center, will help mid- and senior-level account managers at marketing communications firms polish their strategic skill sets.

    Reserve a seat now. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Digital Project Management: Common Causes of Digital Project Trouble, & What You Can Do About Them
    Become a more effective digital project manager for your agency with this virtual webinar, featuring Dave Po-Chedley, Principal at Cambridge Consulting. Learn the two most common causes of digital project problems, how to help prevent team members from missing deliverable deadlines, and how to make project request changes work for you. You won't want to miss this informative virtual event.

    Member and non-member pricing is available for this March 28 webinar, so register today. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • Self-regulation is working, ad networks say
    Lawmakers are skeptical about ad networks' willingness to take responsibility for their own behavior -- but the Network Advertising Initiative hopes to change that. It has signed up about 100 industry players, including Google, AOL, Microsoft and Yahoo, for a rigorous regulatory program requiring continuous review of companies' data collection, disclosures and opt-out policies. "What policymakers call for is self-regulation with teeth, enforcement and accountability. This is real and very tangible," says Executive Director Marc Groman. Adweek (2/7) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
If you want to make enemies, try to change something."
--Woodrow Wilson,
28th U.S. president


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