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July 13, 2012
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News for the advertising, media, and marcom industries

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  Agency News 
  • Sears Holdings will review its MPG-held media account
    Sears Holdings confirmed that it is launching a media review, and Ad Age reports that it is inviting MPG, incumbent on the Sears and Kmart brands, to participate. Though its spending has recently declined along with same-store sales and revenue, the retail giant last year spent $677 million on measured media as part of $1.69 billion in ad spending, according to Ad Age DataCenter. Advertising Age (tiered subscription model) (7/12) LinkedInFacebookTwitterEmail this Story
  • New head of McCann's Detroit office brings auto background
    McCann Erickson's Detroit office has a new president with an auto-account background. Christopher Fay comes to the job from Leo Burnett Group in Taiwan, and in previous roles has handled accounts for GM and Daimler Chrysler. Fay succeeds Joe Garcia, who is now global managing director of Commonwealth, a joint venture of McCann and Goodby Silverstein & Partners that will handle global creative for Chevrolet. Adweek (7/12) LinkedInFacebookTwitterEmail this Story
How Much Do You Really Need to Make? The Answer May Shock You
Rather than focus on what you can afford to pull out of the business to cover your living expenses, you need to focus on how much you need to earn at your business in order to afford the lifestyle you want to have. This is where the Personal Earnings Goal, or PEG, comes into play. Learn how to calculate your PEG and find out how much you really need to make.

  Creative 
 
  • Perry Ellis has designs on bringing back levity to ads
    New print ads for Perry Ellis by the agency Yard use clothing with unlikely polka dots to bring back the playful feel of the men's clothing brand that's fallen out of fashion. The dots will be incorporated into the lining of some garments and hang-tags and will figure even more prominently in a $10 million campaign that aims at bringing back the "insouciant" spirit of the late designer. The New York Times (tiered subscription model) (7/12) LinkedInFacebookTwitterEmail this Story
  • Other News
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.

  Media 
 
  • Coca-Cola and Telemundo start an Olympic run together
    Coca-Cola and Spanish-language broadcaster Telemundo are teaming on Hispanic marketing initiatives keyed to the diversity of the athletes at the Olympic Games. Coke is relying on the Hispanic demographic for 40% to 60% of its growth, says Reinaldo Padua, Coke's associate vice president of Hispanic marketing. Adweek (7/12) LinkedInFacebookTwitterEmail this Story
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  Trends & Research 
  • Once-scorned compensated social media is now the norm
    Compensated social media selling and sponsored blog posts are now used by more than half of brands, according to a poll by IZEA. The use of sponsored tweets on Twitter has risen from 39% to 47% among marketers, and sponsored videos are also on the rise. eMarketer (7/13) LinkedInFacebookTwitterEmail this Story

  Sponsored Content 
 

  Marketer News 
  • Sony's product placement has 8 legs in "Spider-Man"
    In an act of somewhat wishful science fiction in Sony's "The Amazing Spider-Man," the studio's product placement created an Apple-less world of Sony-brand personal-electronic devices and computers. In the real world, Sony devices comprise only a single-digit percentage of the market, but since 2001, Sony's brand has appeared in 21% of the top grossing movies. The placement is difficult to measure but is worth something, analysts say. Bloomberg Businessweek (7/12) LinkedInFacebookTwitterEmail this Story
  Technology 
  Association News 
  • Guide to Digital Video Platforms for the Advertising Professional
    The expansion of digital video alternatives is redefining the video marketplace and spurring an unprecedented level of experimentation with new content delivery technologies and formats. The 4A's publication "Guide to Digital Video Platforms" covers current digital video options, advertising categories, new ad units and models and measurement. Marketers, agencies and media companies will find the document to be a useful guide to the breadth and scope of the digital video advance.

    Purchase a copy today in the 4A's Bookstore. LinkedInFacebookTwitterEmail this Story
  • Marketing to Millennials: Deciphering the Elusive Generation
    Targeting the Millennial generation as if its members are all the same could prove disastrous for your brand. To succeed, you need to engage these elusive consumers as individuals -- individuals who have an annual direct spending power estimated at $200 billion and represent 25% of the population. On Sept. 13, the 4A's Webinar "Marketing to Millennials" will provide insights based upon results from an extensive survey of 16- to 34-year olds conducted by Barkley, in partnership with the Boston Consulting Group and Service Management Group. Learn why the marketing framework we're comfortable with must be abandoned in exchange for a new model -- one based upon today's Participation Economy.

    Special pricing options are available for single registrant, conference room, and full agency access. Visit the 4A's website to learn more and to register today. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
As time passes we all get better at blazing a trail through the thicket of advice."
--Margot Bennett,
Scottish-Australian writer


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