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February 26, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Mindshare's Stacy Minero says content marketing is a prime strategy
    Advertisers should broaden their horizons as they formulate their strategies and put content marketing foremost before they brief their agencies, says Mindshare's Stacy Minero. Minero, Mindshare's new head of content marketing and strategic partnerships for the U.S., has a record of success developing branded content, including an on-demand TV channel. Adweek (2/25) LinkedInFacebookTwitterEmail this Story
Moms & Digital: 20 Stats About Tech-Loving Mamas
Moms rely on technology now more than ever and adopt new technologies faster than the average American. Punchbowl just released a free whitepaper to help agencies and brand marketers gain insight into this important audience. Find out how to reach more moms who are embracing the web and mobile devices to shop and interact with brands. Get the whitepaper now - FREE!
  Agency News 
  • Sony looks to Carat for a new media strategy for PlayStation
    PlayStation division Sony Computer Entertainment America has enlisted Carat Media for a new media strategy, after a review, writes Jeffrey Grubb. SCEA recently hired BBH New York for creative. "We are thrilled to be able to redefine the value of PlayStation's media, especially at this incredible moment in time for the brand," says Carat Global President Doug Ray. VentureBeat (2/25) LinkedInFacebookTwitterEmail this Story
Let's Save the Advertising Industry
The advertising industry is being dirtied by a lack of trust and transparency, non-viewable ads, brand safety concerns and cluttered ad experiences. Here are a few things you can do to ensure your ads are viewable, brand-safe, and fraud-free. Download the one-pager
  • How some CPG brands are going beyond the supermom cliche
    Advertising's legacy of depicting women in commercials has seemingly veered between two supermom cliches, the 1950s-era "too-perfect" housewife versus "the modern mom" that can easily handle work and family, writes David Gianatasio. But some consumer-packaged goods brands are "making strides in targeting women in novel ways while eschewing stereotypes," he writes. Tide's Super Bowl spot, which placed a husband and wife on a level playing field when it came to rooting interests, and Huggies' "Mommy Answers" campaign aimed at expectant mothers, are among examples listed in this article. Adweek (2/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Streaming service Aereo bows campaign as it expands
    The streaming TV service Aereo "has been relying on word of mouth" when it was testing in New York, but now that it is expanding to several new markets, it has enlisted former Rockstar Games marketer Alex Moulle-Berteaux in anticipation of a multimillion dollar campaign to reach those who have cut -- or never signed up for -- cable, writes Jeanine Poggi. The campaign will include outdoor ads with the tagline "Live TV. Online. No cable required." Advertising Age (tiered subscription model) (2/25) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Vizu: Social media will enjoy a larger ad spend in 2013
    Nearly 1 in 3 U.S. advertisers plans to increase paid social media ad budgets by more than 11% this year, according to a Digiday survey for Vizu. Overall, 64% of marketers plan an increase, and fewer than 2% will lower their budgets. But fully 70% of those marketers allocate 10% or less to those platforms, with agencies and marketers considering the campaigns more for branding than for direct response. eMarketer (2/25) LinkedInFacebookTwitterEmail this Story
  • Has the moment passed for genuine real-time tweeting?
    Twitter advertisers stretched the definition of real-time marketing during a weak Oscar-night performance, writes Christopher Heine. There's a debate over whether RTM allows for planning, and with so many brands trying their hand in light of Oreo's success during the Super Bowl, in "the weeks to come, you are going to see a backlash against real-time marketing," writes David Armano of Edelman Digital. "[W]hen that dust settles, you'll see brands getting back to the business of trying to figure out how to produce original content." Adweek (2/25), (2/25) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Dr Pepper's Ten impresses Olympic gymnast
    McKayla Maroney, the Olympic gymnast who was famously "not impressed" in a photograph that went viral, will appear at a promotional event for the Ten line of soft drinks from Dr Pepper Snapple Group. The event at New York's Penn Station will launch 7Up, A&W, Canada Dry, RC and Sunkist drinks in the 10-calorie line, with the goal of showing "we're finally getting [Maroney] impressed," said Regan Ebert, senior vice president for marketing. The New York Times (tiered subscription model)/Media Decoder blog (2/25) LinkedInFacebookTwitterEmail this Story

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  Association News 
  • Poll: Which panel discussion topic are you most looking forward to at this year's Transformation: The Idea Effect conference?
    Please look for the results of this poll on Friday.
Creative directors showing their favorite work they didn't create
Digital production and distribution of advertising assets
Social technology innovators
Rising media stars
Addressable TV panel

  • Open for Registration: 4A's Executive Leadership Program
    Limited space still available. Back by popular demand, the 4A's Executive Leadership Program returns April 2 to 4 at 4A's headquarters in NYC, and is specifically designed to provide current and potential leaders from agencies of all sizes and specialties with a set of leadership survival and success tools. Throughout three days, you will answer 300 questions directly related to the future success of an agency. This is the ideal program for new office CEOs, COOs, client service directors, major account directors and high-potential department heads.

    Reserve a spot 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? 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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  Legislative & Regulatory 
Shared joys make a friend, not shared sufferings."
--Friedrich Nietzsche,
German philosopher

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