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February 14, 2013News for marketing professionals

  Breaking News 
 
  • Dove Men+Care wants to normalize facial care for men
    Unilever is launching a campaign for its new lineup of Dove Men+Care facial-care products with the tagline "end the face torture." A spot features a nonactor -- a fireman from Canada -- exercising, doing chores and getting poked in the face by his children. The goal of the campaign is to activate the nearly 50% of men in the U.S. that don't use a special product for their face, according to Unilever research. "We are setting out to get more men into the routine so they can enjoy the benefits like women have for generations," says Rob Candelino, vice president of skin care. The Wall Street Journal (2/13) LinkedInFacebookTwitterEmail this Story
These 3 myths about brand advocacy are holding you back.
Myth 1: You can't tie ROI to brand advocates. The Truth: Retail associates who advocate for your products sell 87% more than those who don't. For the whole story, read the full myth-busting guide.

  Company News 
  • Adidas hopes Energy Boost shoe tech can help it take on Nike
    Adidas is proclaiming a "new chapter" of athletic shoes with its Energy Boost line, a $150 pair of running shoes powered by tiny capsules in the sole. The brand plans to roll out the shoes at specialty stores this month without the backing of a TV campaign, to gauge response before considering an ad blitz, says Patrik Nilsson, president of Adidas America. In the running-shoe category, Adidas is taking on Nike, which commands 54% of the global market compared with Adidas' 4.4%, according to SportsOneSource. Forbes (2/13) LinkedInFacebookTwitterEmail this Story
  • Ad industry, SAG-AFTRA begin contract negotiations
    Performers union SAG-AFTRA and the advertising industry are beginning contract negotiations today in New York, the first time terms will be negotiated since the two unions merged last year. The joint committee of the Association of National Advertisers and the 4A's has advised members that "prudent planning" could help mitigate the consequences of a potential strike -- the last one came in 2000 -- although more moderate union leadership and the "minimal disclosure of details" makes that a less likely possibility, writes Dave McNary. Variety (subscription required) (2/13) LinkedInFacebookTwitterEmail this Story
  • Other News
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.

  Market Trends 
 
  • Brands are seeing value in "purpose" campaigns
    More companies are highlighting their charitable and environmental efforts in a bid to win brand loyalty through so-called purpose marketing, according to this article. Panera, for example, donates unsold baked goods to anti-hunger organizations, and through agency Cramer-Krasselt has launched a $70 million campaign with the tagline "Live consciously. Eat deliciously." "When people who like the company for the food hear about the kind of company it is, it changes how they feel; they like it even more, for more emotional, more potent, more loyalty-driving reasons," said Marshall Ross, chief creative officer at Cramer-Krasselt. The New York Times (tiered subscription model) (2/13) LinkedInFacebookTwitterEmail this Story
  • 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.

  Interactive 
 
  • Poland Spring is slow to go social after SOTU cameo
    After Sen. Marco Rubio, R-Fla., took an awkwardly timed chug from a Poland Spring bottle during his State of the Union rebuttal speech, watchers took to Twitter to crack jokes. Poland Spring, however, waited until the following morning to make a Facebook post acknowledging the episode. "[T]here is growing expectation that if a product is involved in a moment in the public eye, it ought to react immediately in social media," writes Stuart Elliott. The New York Times (tiered subscription model)/Media Decoder blog (2/13) LinkedInFacebookTwitterEmail this Story
  • Purina's media plan for Pro Plan started at Westminster show
    Purina broke a Pro Plan dog food spot during the Westminster Kennel Club Dog Show telecast, using videos from the more than 500 fan submissions to the brand's "How is Your Dog Great?" contest. "Viewers can celebrate the finest purebred conformation dogs together with the great dogs we have at home. We think the public will be inspired by the dogs featured in the ad as much as we were," says Brand Director Heather Gettys. MediaPost Communications/Marketing Daily (2/12) LinkedInFacebookTwitterEmail this Story
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.

  People & Personalities 
 
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.

  AAF Spotlight 
  • Advertising Hall of Achievement 2013 Call For Nominations
    The American Advertising Federation's Advertising Hall of Achievement is the industry's premier award for outstanding advertising professionals age 40 and under. AAF established this program in 1993 as a way to recognize young advertising professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel.

    Nomination Deadline: March 8, 2013 | Nomination Form LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  SmartQuote 
There is more money wasted in advertising by underspending than by overspending."
--Morris Hite, member, Advertising Hall of Fame

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