WPP reconfigures Wunderman units into 4 divisions | HSBC opts for 3 after creative review | Wal-Mart taps GolinHarris for most PR work
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March 11, 2013
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Unilever's Suave brand is promoting its Moroccan Oil Infusion line with the opportunity to attend a viewing party for "Fashion Star" and receive a makeover. The event at the Tribeca Grand in New York City is being offered through a partnership with the NBC show and with DailyCandy.com. MediaPost Communications/Marketing Daily (3/8)
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WPP reconfigures Wunderman units into 4 divisions
More than 20 units of Wunderman are being reorganized into four divisions in order to help the agency respond better to changes "on the digital side, especially," says Chairman and Chief Executive Officer Daniel Morel. Customer acquisition will be handled by the new Wunderman Brand Experience, while Consumer Engagement will concentrate on retention, Data and Insights will house analytics and World Health will specialize in that niche, writes Stuart Elliott. The company will likely be recruiting a global creative officer "from a large advertising agency," says Morel. The New York Times (tiered subscription model)/Media Decoder blog (3/8)
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HSBC opts for 3 after creative review
JWT, Grey and Saatchi & Saatchi will be splitting up HSBC's global and creative business after the bank's recent review. Among the three, Grey and incumbent JWT will be apportioned most of the business, amounting to $400 million in global spend. Adweek (3/8)
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Wal-Mart taps GolinHarris for most PR work
The bulk of Wal-Mart's PR business is going to Interpublic's GolinHarris. The move is part of a strategic shift away from PR work that was previously divided among WPP's Cohn and Wolfe, Omnicom's Porter Novelli and GolinHarris. Under the new arrangement, Porter Novelli is out and Cohn and Wolfe will do work only for the Sam's Club brand. Advertising Age (tiered subscription model) (3/8)
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Degree bridges the gender divide
While deodorant brands typically take different marketing approaches for men and women, a unisex campaign for Unilever deodorant brands Degree Men and Degree Women targets both genders. The ads, from Omnicom Group's Davie Brown Entertainment, show star athletes Lolo Jones, Alex Morgan, Carmelo Anthony and Kevin Durant training in sports they are not known for, with the tagline "Do:More." The New York Times (tiered subscription model) (3/10)
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YouTube channel for teens has TV, big-screen legs
YouTube's AwesomenessTV for teenagers has, in less than a year, attracted 400,000 subscribers and 80.6 million video views. The channel also has inspired the development of "Awesomeness," a 13-episode sketch comedy series for Nickelodeon, and a movie. "Mindless Behavior: All Around the World," about the boy band Mindless Behavior, debuts Friday at 120 AMC theaters in areas where social media data show the band has its most devoted fans. The New York Times (tiered subscription model)/Media Decoder blog (3/10)
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Trends & Research
How the mobile-ad market is shifting
There's a gap between which vertical sectors lead in mobile searches and which attract the most mobile-ad spending, writes Mark Walsh. Only the travel vertical, which includes search for gas stations, hotels and transportation, made the top three in both categories, according to xAd. Tactically, display ads based on mobile search grew the fastest, while more than half of campaigns employed geofencing and geotargeting declined from 64% to 13% use during the study's period. MediaPost Communications/Online Media Daily (3/8)
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Other News
Marketer News
Heineken's long-neck bottle gets a starring role in new spots
Heineken is changing its bottle, the first retool of the brand's packaging in the U.S. since 1946, writes E.J. Schultz. The longer-neck bottles are part of the globalization of the brand, executives say, and will be pitched as a part of a larger Wieden+Kennedy-created "open your world" campaign. Heineken says the bottle with a thumb groove has been tested, and "particularly with the younger consumer, we saw tangible positive results on things like 'modern' and 'progressive,' " says Heineken USA Chief Marketing Officer Lesya Lysyj. Advertising Age (tiered subscription model) (3/8)
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Wrigley's first caffeinated gum embraces digital, not Twitter
Energy BBDO/Chicago is crafting a new multifaceted campaign launch for Wrigley's first caffeinated gum, Alert Energy Caffeine Gum. Broadcast, digital and shopper marketing efforts target the 25-to-49 year old gum chewers, but there is no Twitter account set up for the gum yet, writes Christopher Heine. Adweek (3/8)
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4A’s project management wiki
Solve your project management issues with guidance from the 4A's Wiki, including assessing and structuring project assignments. This workspace allows you to more effectively and efficiently manage the challenges associated with performing project work. Use your industry expertise to add to the content today, or read to gain insights for your projects. Visit our website for more details.
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Ohio Seminar: Strategy for account managers
Learn essential strategy development tips, including how to write a new business pitch and strategic alignment best practices, with this hands-on workshop, sponsored by the 4A's Northeastern Ohio Council on March 20. Hosted by Robin Hafitz, one of the first American practitioners of account planning, this seminar, hosted at The Club at Key Center, will help mid- and senior-level account managers at marketing communications firms polish their strategic skill sets. Reserve a seat now.
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The greatest way to live with honor in this world is to be what we pretend to be."
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