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February 21, 2013
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News for the advertising, media, and marcom industries

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Build Your Own Marketing Cloud
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  Agency News 
  • Zipcar hires Brian Harrington as CMO, Campbell Ewald as agency
    Interpublic Group's Campbell Ewald has won the global creative and brand strategy business review of Zipcar, a move that keeps the brand's marketing independent of new parent company Avis, which aligned with Publicis Groupe's Spark and Leo Burnett a year ago. Also, Brian Harrington has been tapped as Zipcar's new chief marketing officer; former CMO Rob Weisberg left the company just after the lengthy review began. Advertising Age (tiered subscription model) (2/20) LinkedInFacebookTwitterEmail this Story
  • Other News
Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

  Creative 
 
  • 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 
 
  • Comcast's local-ad-sales arm stops taking gun commercials
    Comcast Spotlight has decided to stop accepting gun ads, but it insists the decision has nothing to do with politics. Comcast's local advertising arm says that it is merely adopting the policy of NBCUniversal, which the cable giant is purchasing in its entirety after holding a 49% stake. A Comcast rep calls the no-guns guidelines "a long-standing policy" at NBC. Adweek (2/20) LinkedInFacebookTwitterEmail this Story
Use your data. Reach your customers. Meet your digital marketing objectives.
Ready to seek true digital intelligence about your customers? Like why they interact with your brand? And what type of content they spend the most time with? Finding the answers to these questions, and others, can be difficult. This paper explains how you can become more predictive and prescriptive in your digital and integrated marketing efforts.

  Trends & Research 
  • ABC gets best ad prices for Oscar telecast since 2008
    ABC is charging advertisers $1.65 million to $1.8 million for 30-second spots during the Academy Awards telecast, the most the show has commanded since 2008. The inventory is practically sold out, says Debbie Richman, senior vice president for prime-time ABC sales. Many brands, such as Neutrogena, Chobani, Grey Poupon, Hyundai and J.C. Penney, are debuting new ads during the show, treating it much like the Super Bowl, writes Stuart Elliott. The New York Times (tiered subscription model) (2/20) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Prison group buys naming rights at college stadium in Fla.
    The GEO Group, a private-prison company, has purchased the naming rights to the football stadium of the Florida Atlantic University Owls. That marketing play is usually associated with consumer-facing brands, and GEO Group's only clients are government entities, Ira Boudway writes. "It's basically a vanity play by the owner of the company. There certainly aren't a lot of direct marketing benefits that a company like his would get," says IEG Senior Vice President of Content Strategy Jim Andrews. But Frank Vuono of 16W Marketing asks, "Why not have your company stand for something positive? Good for them." Bloomberg Businessweek (2/20) LinkedInFacebookTwitterEmail this Story
  Technology 
  Association News 
  • Register for Transformation: The Idea Effect
    Advertising and media executives won't want to miss the first major conference of 2013 for the entire industry. Transformation: The Idea Effect will start in New Orleans on March 10 with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13. Speakers include Chris Weil, 4A's chairman and chairman/CEO of Momentum Worldwide; Susan Credle, CCO of Leo Burnett Worldwide; Harris Diamond, CEO of McCann Worldgroup; and Peggy Conlon, president and CEO of the Ad Council.

    Register today. LinkedInFacebookTwitterEmail this Story
 
  • N.C. Seminar Alert -- From Concept to Channel: Inspired Digital Strategy
    Are you confident in discussing an integrated mobile strategy with your client? Can you explain how much your client's Facebook fans are worth? Developing a winning integrated digital strategy requires insight into the many pieces of digital marketing and the know-how to put them all together successfully. If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this Digital Strategy seminar is a must-attend.

    Join digital marketing expert Nick New, who will take you through the steps of creating a targeted digital strategy with the right metrics, insights and execution to ensure a greater ROI and a satisfied client.

    Sign up today. LinkedInFacebookTwitterEmail this Story
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Never help a child with a task at which he feels he can succeed."
--Maria Montessori,
Italian physician and educator


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