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February 1, 2013News for marketing professionals

  Breaking News 
  • Hershey vows to increase ad spending by 20% this year
    Hershey says it will raise its advertising spending 20% this year, which will build on last year's 16% increase in spending. Part of the additional budget will go into marketing the chocolate-covered food products brand Brookside Foods, which Hershey agreed to buy in 2011. Hershey is in the midst of a media-agency review in which incumbent OMD is participating. The company spent $463 million in 2011, according to the Ad Age DataCenter. Advertising Age (tiered subscription model) (1/31) 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 
  • Bank of America to roll out image-repair campaign
    Bank of America in April will launch a campaign focused on restoring its reputation, which was battered by its need for federal assistance during the financial crisis. The bank will likely change its tagline, currently "Bank of Opportunity," though the new slogan hasn't been disclosed. "Coming out of the financial crisis, we were confronted with a serious set of challenges. We have fundamentally reshaped who we are," says Anne Finucane, head of global strategy and marketing. The Wall Street Journal (1/31) LinkedInFacebookTwitterEmail this Story
  • Kraft spotlights the naturalness of Philadelphia Cream Cheese
    A new ad campaign for Kraft's Philadelphia Cream Cheese by McGarryBowen focuses on the quality of the ingredients and purity of the process. The tagline: "When it comes to taste, Philadelphia sets the standard." Christopher Urban, senior brand manager, says the company is responding to consumers' need for more transparency about processes and suspicions of heavily processed foods. The push will include 20 weeks of television ads this year, as well as print and social media. MediaPost Communications/Marketing Daily (1/31) LinkedInFacebookTwitterEmail this Story
  • Old Spice bows "Wild" characters for new scent line
    Old Spice has created another series of mysterious men as part of an ad campaign for its new Wild Collection. A spot from Wieden+Kennedy's Portland, Ore., office, features a wolflike character in a tuxedo and the tagline "Introducing Wolfthorn. Answer the smell of the wild." Similar characters have been created for the two other scents in the collection, Hawkridge and Foxcrest, and the campaign is aimed at men "who want to be viewed as manly, seductive and maybe a little intimidating," says Jason Partin, Old Spice's brand manager for North America. The New York Times (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
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.

  Market Trends 
  • Are targeted TV media buys finally ready for prime time?
    Simulmedia and Invidi Technologies are among the companies working on bringing targeted television media buys into the mainstream. Simulmedia's ad network allows for buys across shows in a scattered market, while Invidi Technologies is working on targeting that's based on behavioral data such as demographics, location and viewing habits. "I've always just jokingly wondered when that line of people was going to form in front of our door wanting to put in this great technology, and 10 years and thousands of business calls later, it's happening," says Invidi CEO Dave Downey. The Wall Street Journal/Venture Capital Dispatch blog (1/31) 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.

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.

  Multicultural Marketing 
  • Brazil shop scores World Cup 2014 assignment from McDonald's
    Sao Paulo-based Taterka Comunicacoes has won McDonald's global creative assignment for the World Cup soccer competition in 2014. The agency already represents McDonald's in 18 Latin American countries and pitched against other McDonald's shops, including Leo Burnett. Taterka has been charged with creating a unifying theme that will guide advertising during the World Cup, regardless of country or language. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
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.

  People & Personalities 
  • Director details Taco Bell's partying seniors spot
    Biscuit Filmworks' Noam Murro is the man behind the "Viva Young" Super Bowl ad for Taco Bell, which shows an elderly crowd sneaking out of a retirement home to cause trouble, get tattoos, go dancing and finish the night with some tacos. "There was no humor injected here. There was authenticity injected, and hopefully the one thing that changes here is the chromosome of age. If you substitute this with kids, you'd just have a cool piece," Murro says in this interview. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • Mosaic Career Fairs
    The objective of the Mosaic Career Fairs is the same as the Most Promising Program -- to connect top minority talent with leading advertising/marketing and communications companies that are seeking to hire entry-level candidates. Minorities are encouraged to participate; however, this career fair is open to everyone! Mosaic Career Fairs are free for AAF College Chapter members. The 2013 Mosaic Career Fairs will be held on Feb. 6 in New York and on Feb. 21 in Chicago. Read more details. LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • Feds seek to halt merger of Anheuser-Busch InBev, Modelo
    The U.S. Department of Justice has filed a lawsuit that seeks to stop Anheuser-Busch InBev from buying Mexican brewer Grupo Modelo, maker of Corona, claiming that it would create a monopoly that would drive up the cost of beer. Modelo is "an important competitive force in the beer industry" -- one that should not be eliminated, said Bill Baer, head of the Department of Justice's Antitrust Division. Anheuser-Busch InBev responded by calling the suit "inconsistent with the law, the facts and the reality of the market place," but the company acknowledged that it won't be able to close the deal this quarter as planned. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterEmail this Story
There is no way for the American economic system to function without advertising. There is no other way to communicate enough information about enough products to enough people with enough speed."
--John O'Toole, member, Advertising Hall of Fame

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