Chipotle is proving to be a master at branded animated films | Droga5 and Weber win Chobani accounts amid yogurt recall | Anita Malik to lead content operations at digital firm iAcquire
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September 13, 2013
4A's SmartBrief
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Chipotle is proving to be a master at branded animated films
Chipotle wants to take users on a journey to healthier food options -- similar to what's available at its stores -- with a new animated short film and free mobile game. The film, called "The Scarecrow," was created by CAA Marketing and Moonbot Studios, and features Fiona Apple covering the song "Pure Imagination," of Willy Wonka fame. The game rewards skilled players with a coupon for free Chipotle food. "Branded entertainment ... doesn't get much more well rounded or better executed than this," writes Tim Nudd. Variety (9/12), Adweek (9/12)
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Agency News
Independent media agency KSL to close shop
Independent media agency KSL Media has filed for Chapter 11 bankruptcy protections as it seeks to "conduct an orderly wind-down" of its business. KSL's client roster has gotten continually shorter recently, including the significant loss of Bacardi's $130 million account this year. "Smaller players in certain circumstances can survive and live in the ecosystem that bigger players are playing in. But it's tough," said Bill Koenigsberg, who leads another indie media shop, Horizon Media. Advertising Age (tiered subscription model) (9/12)
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Droga5 and Weber win Chobani accounts amid yogurt recall
Chobani has selected two new agencies after a summer review -- Droga5 for its creative and Weber Shandwick for public relations and social strategies. Initial work will come at a challenging time, as the company is facing consumer complaints of mold and a recall of some yogurt products. The review ousted Boathouse and Omnicom's Fleishman Hillard. Adweek (9/12), Advertising Age (tiered subscription model) (9/12)
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"SportsCenter" spot reveals Rafael Nadal's sweet appeal
Wieden+Kennedy in New York is continuing its run of tongue-in-cheek spots for "SportsCenter," showing ESPN's John Anderson and Bram Weinstein trying to figure out what recent U.S. Open winner Rafael Nadal has that attracts so many ladies. The answer, viewers find out, is a giant stash of jelly beans that he keeps in a trophy. Adweek/AdFreak blog (9/12)
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IFC begins campaign for January spoof mini-series
IFC is beginning to promote its January "The Spoils of Babylon," a mini-series created in partnership with Funny or Die that spoofs high-minded efforts such as "The Winds of War." Part of the campaign includes permanently sold-out bookstands at Hudson News for a fake "The Spoils of Babylon" book, the alleged basis for the show. IFC's other promotions include commercials, movie theater and digital ads, and a print presence in magazines such as The New Yorker. The New York Times (tiered subscription model) (9/12)
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Maxim Magazine is sold to group with TV-channel plans
Darden Media Group has purchased Maxim Magazine for an undisclosed sum and is actively pursuing distribution agreements for a new branded channel. The goal is to reach 35 million homes by the end of 2013, plus to develop a Maxim music label, according to the group's head, Calvin Darden. The moves would build on recent Maxim efforts to establish an online video presence. The Wall Street Journal (tiered subscription model) (9/12)
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Sponsored Content
Trends & Research
Study: Engaged viewers are more likely to remember ads
Being engrossed in an episode of a favorite TV show also increases how much a viewer pays attention to and remembers its ads, according to a Nielsen study. The finding "reinforces the idea that some content deserves a higher price tag," said Nielsen's Joe Stagaman. "And, for advertisers and agencies, they should be thinking beyond creative execution to placement," Stagaman added. MediaPost Communications/MediaDailyNews (9/12)
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Marketer News
Twitter announces confidential IPO filing in a tweet
Twitter on Thursday announced -- via a tweet -- that it has filed for an initial public offering under new rules that allow for less public disclosure for companies with less than $1 billion in revenue. The S-1 filing means Twitter can initially show its information to the Securities and Exchange Commission, which will privately tell the company any concerns it has. Twitter likely disclosed the filing, which is not required under the S-1, to control the story instead of having it leak, observers say. Advertising Age (tiered subscription model) (9/12), The Wall Street Journal (tiered subscription model) (9/12)
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Association News
Denver Seminar Alert: Digital Strategy
If your agency needs guidance creating cutting-edge digital brand experiences for your clients, then this 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 to ensure a greater ROI and a satisfied client. Gain a deep understanding of the impact of technology on your client's business and create clear digital brand strategies.

4A's members and non-members can sign up today for this Oct. 8 event.
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Webinar Alert: New Leadership Skills for Account Managers
On September 26, join Tim Williams, founder of Ignition Consulting Group, as he tells you the new leadership and management skills that are required to be a successful client service professional, including delegating results, managing client priorities and increasing your professional effectiveness. Gain valuable insights to help you take your career to the next level!

Members and non-members can sign up today! Join the webcast series convo on Twitter by using the #4AsWebinars hashtag.
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Our opinion of people depends less upon what we see in them than upon what they make us see in ourselves."
-- Sarah Grand,
British writer and women's rights activist
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