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March 5, 2013News for marketing professionals

  Breaking News 
Increasing the Accuracy of Cross-Media Measurement
It's no revelation that brands spend advertising budgets across multiple channels and therefore want to understand the effectiveness of that cross-media spend. Download our commentary to learn how Research Now SSI is bringing higher fidelity to cross-media measurement across all channels.
  Company News 
  • Startup Argonaut reflects revived spirit of San Francisco
    Detroit-area holding company Project WorldWide is backing new San Francisco ad agency Argonaut, writes Stuart Elliott. The startup, headed by former Goodby, Silverstein & Partners creatives Rick Condos and Hunter Hindman, reflects a revived San Francisco ad market that's buoyed by an entrepreneurial tech-industry influence and top brands moving away from an agency of record to assignment-based relationships. "We're taking a lot of inspiration from the San Francisco kind of startup mentality. We want to be agile, act quick and be artful," says Hindman. The New York Times (tiered subscription model) (3/5) LinkedInFacebookTwitterEmail this Story
  • Razorfish to adapt Adobe software for exclusive analytics
    Razorfish is partnering with Adobe to integrate its Fluent software with Adobe Marketing Cloud for an exclusive Publicis client offer that can be tailored to specific brand needs. Razorfish has designed e-commerce sites for Delta, Target and Uniqlo, among others. "This is less about tech and more about their expertise in helping leading brands market globally. They can implement these robust solutions on both Adobe's and Razorfish's behalf," says Adobe Senior Vice President of Digital Marketing Brad Rencher. Advertising Age (tiered subscription model) (3/4)
  • Other News
Why You Should Avoid Toxic Coworkers
A "spillover effect" from work neighbors can boost our productivity—or jeopardize our employment. Learn more through research from Kellogg School of Management Professor Dylan Minor.
  Market Trends 
Demand a higher standard for viewability
You wouldn't pay for half a car, your ads should be no different. To ensure your ads are always seen and achieve high completion rates, download the guide to clean advertising with Teads.
  • Teva takes the integrated path to tout new cross-trainer
    Teva is advertising its new cross-training shoe TevaSphere with an integrated marketing effort that includes a one-minute commercial showing various representations of people breaking away from the crowd to be different or adventurous, writes Aaron Baar. The tagline, "Unfollow," ties in with a social media contest offering a free trip. "This all sits perfectly under Teva as a brand. We pioneered the sport sandal category. The timing for it is really perfect when you look at what consumers are doing and the solutions they're looking for," says Global Marketing Director Erika Brakken. MediaPost Communications/Marketing Daily (3/4) LinkedInFacebookTwitterEmail this Story
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  Multicultural Marketing 
  • Alma creates a Hispanic McDonald's spot for soccer lovers
    McDonald's is running a Spanish-language spot directed by Tarsem Singh through the agency Alma that shows Latino men playing soccer at night on an informal field. When the lights go out, the men cry out for just another minute to finish -- a light that turns out to be a McDonald's sign. "It talks about the magic of McDonald's in our lives, less from a sponsorship mindset and more as a branding initiative," says Luis Miguel Messianu, president and chief creative officer at Alma. Advertising Age (tiered subscription model) (3/4)
The Six-Second Ad Experience
New research from the FreeWheel Council on the impact of ad length and placement within premium video. Understand the way shorter ads can have positive impact on engagement, brand attitudes and purchase intent. Spoiler: they are best used as a complement to longer ad formats in the same campaign. Download the report!
  People & Personalities 
  • Ex-Red Bull marketer starts agency to build "college platforms"
    Mike Poznansky, who orchestrated a college-campus air drop when he worked for Red Bull's marketing department, is starting his own agency, Neato. "Just a fraction of the college experience takes place on campus. Most students don't even live there. Most of their spending isn't happening there. So, some brands are just frankly investing way too much money on the wrong things," he says in this interview on developing what he calls a "college platform." Adweek (3/4)
  AAF Spotlight 
  • AdCamp 2013 | Advertising camp for high school students
    AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today! LinkedInFacebookTwitterEmail this Story
  • 64th Advertising Hall of Fame
    The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

    This year's "magnificent seven" who will be inducted into the Hall of Fame are:

    Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
    Bob Giraldi, film director; president of Giraldi Media
    Philip H. Knight, co-founder and chairman of Nike
    Shelly Lazarus, chairman emeritus at Ogilvy & Mather
    Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
    Gerry Rubin, co-founder of RPA
    Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
    Corporate Honoree: McDonald's Corporation.

    View sponsorship opportunities and purchase tickets. LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • GAO asks FCC to modify product-integration notices
    The Government Accountability Office is asking the Federal Communications Commission to develop a new standard for disclosing product integration. The GAO reports that "some members of Congress are concerned that broadcasters are not properly disclosing sponsorship information to the public." House Democratic Leader Nancy Pelosi, D-Calif., and Rep. Henry Waxman, D-Calif., requested the report. MediaPost Communications/TV Watch blog (3/4), (2/28) LinkedInFacebookTwitterEmail this Story
Advertising is persuasion and persuasion is not a science, but an art."
--William Bernbach, member, Advertising Hall of Fame

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