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May 19, 2009
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News for the advertising, media, and marcom industries

  Top Story 
How to use technology to activate 1st-party data
Is your client asking you to use data to enhance their campaign performance? Learn how to use demand-side technology to reduce costs and deliver improved results. Read the short e-book
  Agency News 
  • Psst ... wanna buy an intern?
    Ad shop Crispin, Porter + Bogusky is trying to fund pay increases for its minimum wage-earning interns by selling their talents on eBay to the highest bidder -- provided they aren't asked to work on accounts in categories that conflict with current Crispin clients. Winning bidders will be entitled to a creative presentation but not finished executions. Advertising Age (tiered subscription model) (5/18) LinkedInFacebookTwitterEmail this Story
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  • Starbucks brews traditional, viral ad mix
    Starbucks, in the biggest ad push in its history, is pairing a traditional magazine and newspaper campaign with a viral effort that includes a challenge to customers to be the first to post a photo of a Starbucks poster on Twitter. The effort from Omnicom Group's BBDO North America is aimed at younger coffee drinkers and is timed to compete with a reported $100 million blitz for McDonald's McCafe line. (5/18) LinkedInFacebookTwitterEmail this Story
  • Burger King CMO: Risk taking key to branding success
    Burger King Chief Marketing Officer Russ Klein and Crispin Porter + Bogusky partner and Executive Vice President Rob Reilly discuss how risk taking has paid dividends for the Grand CLIO-winning "Whopper Sacrifice" campaign and other marketing efforts for the quickservice chain. "We have to keep creating social currency," Klein said during a keynote at last week's CLIOs. "If we don't, we'll die." Adweek (5/18) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Marketers ramp up expectations for TV
    Advertisers are looking to maximize the value of TV ad spending with product integrations, online and mobile campaign tie-ins and more detailed viewer data. "Every advertiser is looking to see what is really working for them, where they should spend money," said Andy Donchin, director of media investments at Carat. "I think there's a little more pressure on television to prove its worth." USA TODAY (5/18) LinkedInFacebookTwitterEmail this Story
  • Sharethrough targets social net users to view, circulate ads
    Sharethrough is one of several new startups that promise to connect marketers to specific demographic groups via online hyper-targeting. Sharethrough, whose clients include Unilever, Sony and Electronic Arts, sends video ads to targeted users on Facebook and MySpace and asks them to pass them on to others within their personal networks. Forbes (5/18) LinkedInFacebookTwitterEmail this Story
  Sponsored Content 

  • Content Ads program launched by Microsoft
    Microsoft's Content Ads program, which allows marketers to buy ads triggered by keywords on as many as 1,000 sites, is up and running after a beta test. The program, which competes with Google's AdSense network, offers clients the ability to screen out 500 sites and to receive data on their success on specific sites within the network. ClickZ (5/19) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 2008 employee compensation study released
    A 4A's survey comparing the base salaries, bonuses, deferred compensation and total compensation for the highest-paid individuals in 90 member agencies with annual gross income up to $75 million has been completed. Agencies with gross income up to $2.25 million reported data on their three highest-paid individuals; agencies with gross income in excess of $2.25 million reported data on their five highest-paid individuals.

    Information is broken into eight groups so participating agencies can compare their figures with agencies of comparable size. Other information in the report includes highest and lowest compensation reported by a single agency for each of three or five categories; average and midpoint compensation for each category reported by all agencies in the group; and the percentage relationship of the average compensation for each category to the average compensation of the highest-paid individual.

    4A's members can learn how to obtain a copy of this valuable study at our Web site. LinkedInFacebookTwitterEmail this Story

  • VCU Brandcenter and the 4A's Present: The Future of Account Leadership
    This June at the VCU Brandcenter in Richmond, Va., 30 people will discard their old ways of managing accounts to champion new approaches, ride the waves of change and become leaders.

    For five days, some of the sharpest minds in the advertising industry will converge for the sole purpose of transforming ordinary account managers into powerful agents of change. Participants will learn how to help win new business and grow existing accounts, how to discover new opportunities across the digital landscape, how to bring out the best in their creative partners and how to develop trusting relationships with clients.

    Visit the 4A's Web site to learn more and to register online.

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Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Best Practices 
  • Bringing insight to creative briefs
    Creative briefs should be tightly written and contain no extraneous information, according to Howard Margulies, associate creative director/copy at Palio, Saratoga Springs. "When you write a creative brief, you're not filling out a form. You're crafting the story of your product and its reason to exist and thrive in the world," he writes. Advertising Age (tiered subscription model) (5/18) LinkedInFacebookTwitterEmail this Story
  Legislative & Regulatory 
  • FTC guidelines will cover "blogola"
    The Federal Trade Commission is looking to create rules of the road for bloggers who receive paid consideration from marketers for reviewing products and services. Proposed FTC guidelines aren't binding on bloggers and reportedly only cover cash compensation, not product samples or giveaways. But attorney Thomas Cohn, whose firm Venable represents ad groups including the 4A's, said the rules "really raise more questions than they answer." Bloomberg Businessweek (5/19) LinkedInFacebookTwitterEmail this Story
If you rest, you rust."
--Helen Hayes,
American actress

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