Samsung outspent Apple on ads in 2012 to take the global lead | Dick's Sporting Goods spot aims to capture the essence of baseball | Microsoft targets spot for Office 365, SkyDrive at collegians
Web Version
March 13, 2013
AAF SmartBrief
News for marketing professionals

Breaking News
Samsung outspent Apple on ads in 2012 to take the global lead
Samsung outspent Apple on advertising last year, $401 million to $333 million, reversing a nearly three to one Apple advantage reported in 2011, according to Kantar Media. Samsung's "Next Big Thing" campaign, which often poked fun at Apple fans, gave the South Korean manufacturer the global lead in smartphone sales, with a 30.3% share, per IDC. The advantage of greater marketing budgets has grown in importance for device-makers, said Fared Adib, Sprint Nextel's senior vice president of product development, because carriers spend more time marketing such things as service plans and less on actual products. The Wall Street Journal (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
Company News
Dick's Sporting Goods spot aims to capture the essence of baseball
An Anomaly-designed spot for Dick's Sporting Goods tries capture the purity of the game of baseball, writes Tim Nudd. Capturing a moment of tension with a single roving camera shot that moves from player to player, the spot uses nothing but on-field chatter. "We all felt if you could do it with zooms in one take, moving around on a dolly track, that you'd get a much more real, on-the-field feeling, instead of going all digital with spidercams and crazy stuff like that," says Derek Cianfrance, director of Adweek (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
Other News
Market Trends
How to engage online audiences on difficult topics
While it can be challenging to capture the attention of online audiences when the topic isn't obviously appealing, media experts speaking at the South by Southwest Interactive Festival say the best way to start is by telling a story that surprises people with a new perspective. Making stories personal is another way to engage viewers, along with providing a clear way for them to take action, the speakers added. SmartBrief/SmartBlog on Social Media (3/11)
Share: LinkedIn Twitter Facebook Google+ Email
Why advertising can't shake the Harlem Shake
The Harlem Shake is still being embraced in some ads -- e-tailers such as 1SaleADay and continue to use the Internet meme in ads -- despite some public resistance to it as a fad and discouragement from advertisers who have already exploited the dance fad, writes Mary Lisbeth D'Amico. Wixon Jewelers Online Marketing Director Jayme Pretzloff says, "If you make (a Harlem Shake video) now, you're late to the party. You don't want to appear as the old guy at the party with stale content." ClickZ (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
Other News
Lucky Charms uses augmented reality for contest app
General Mills has designed an augmented reality application for nostalgic adult fans of Lucky Charms cereal, a new target for the brand, writes E.J. Schultz. A video for the app, which promotes the idea of chasing Lucky the Leprechaun's iconic "charms," has run on a Machinima gamers site on YouTube and a Melodysheep music video with a commercial mashup has been crafted by John Boswell. The app debuts on St. Patrick's Day and features a contest with the grand prize of $10,000 in gold. Advertising Age (tiered subscription model) (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
NPR goes to SXSW with events to lower the median age of listeners
National Public Radio held a party event promoting its "Generation Listen" campaign to attract under-30-year-old listeners at the South by Southwest festival and conference in Austin, Texas. It is one of a series of such events that NPR will hold in an attempt to reverse the rising age of its typical listeners. The New York Times (tiered subscription model) (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
Featured Press Releases
People & Personalities
Fatherhood is Dwyane Wade's role in Dove Men+Care spot
Unilever is featuring basketball star Dwyane Wade in spots for Dove Men+Care that will run during the March Madness college basketball tournament. The campaign "helps advance the image of fatherhood, showing what's the most important thing. It shows how I am with my kids and the things we do," says Wade in this interview. Advertising Age (tiered subscription model) (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
AAF Spotlight
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.
Share: LinkedIn Twitter Facebook Google+ Email
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!
Share: LinkedIn Twitter Facebook Google+ Email
Government Update
FTC guidelines say new-media ads should stick to old rules
The U.S. Federal Trade Commission has warned advertisers against deceptive practices involving social media, regardless of the space limitations of media such as Twitter to make disclosures. "Advertisers should make sure their disclosures are clear and conspicuous on all devices and platforms that consumers may use to view their ads," FTC's Lesley Fair wrote in a blog accompanying a new set of guidelines. Reuters (3/12), The Wall Street Journal (3/12)
Share: LinkedIn Twitter Facebook Google+ Email
Advertising, to be successful, must understand or anticipate basic human needs and wants and interpret available goods and services in terms of their want-satisfying abilities. This is the very opposite of manipulation."
-- Charles H. Sandage, member, Advertising Hall of Fame
Share: LinkedIn Twitter Facebook Google+ Email
Learn more about AAF ->Home Page | Membership | Calendar of Events | News | Job Bank
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