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November 1, 2012News for marketing professionals

  Breaking News 
  • Duracell sets up power-relief center in NYC's Battery Park
    Duracell has brought its modern disaster-relief unit -- which includes computers, Internet access and charging stations for cellphones and other mobile devices -- to New York's Battery Park, which was battered by Hurricane Sandy this week. The brand-perfect location is "a total fluke. ... We're sending the power-relief center to Lower Manhattan because it's a high concentration of people and one of the hardest-hit," said Duracell representative Win Sakdinan. Advertising Age (tiered subscription model) (10/31) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Yahoo signs collaborative content, ad deal with Wenner Media
    Wenner Media has signed a reciprocal content and advertising agreement with Yahoo. Yahoo's OMG and Music portals will make room for Us Magazine and Rolling Stone content, and the magazines will return the favor in print and online. Wenner will get to sell advertising on Yahoo as part of the deal. Yahoo has signed CNBC, Spotify, Clear Channel's iHeartRadio and ABC News to similar pacts. Advertising Age (tiered subscription model) (10/31) LinkedInFacebookTwitterEmail this Story
  • OPI's dancing-horse video becomes a runaway viral hit
    Nail-polish brand OPI has a viral hit in a video of a horse dancing with women, which references some of the brand's whimsically named polish colors. The video had been viewed more than 2 million times a week after its release, according to OPI. "We have to be realistic and acknowledge that the way young women communicate is through digital media and anything viral will do well for us," says OPI Artistic Director Suzi Weiss-Fischmann. MediaPost Communications/Marketing Daily (10/31) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Marketing after a disaster requires a sensitive tone
    Marketing in the aftermath of Hurricane Sandy has raised the issue of whether brands can effectively use "borrowed interest" from the event without backlash, writes Stuart Elliott. Brands such as Jonathan Adler, American Apparel and The Gap were knocked for promoting storm-related sales and sending insensitive messages, though communication by American Express, Coca-Cola, JetBlue and Walgreens seemed appropriate, Elliott writes. "One big difference was that those brands avoided puns or plays on words related to the hurricane," he adds. The New York Times (tiered subscription model) (10/31) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Procter & Gamble adds QR codes to print campaign
    Procter & Gamble is hoping to drive mobile sales by adding QR codes to its print ad campaigns. Scanning a QR code takes consumers to a custom website with information about the advertised brands, with links to online retailers for purchasing. "At this point, consumers are more interested in learning more about a product -- although I can see the trend moving to direct purchase as mobile is adopted even more," said Hipscan founder Bobby Marhamat. Mobile Marketer (11/1) LinkedInFacebookTwitterEmail this Story
  Multicultural Marketing 
  • Wal-Mart exec vows to double multicultural ad spend
    Tony Rogers, Wal-Mart's senior vice president of brand marketing and advertising, predicted at an industry conference that "100% of the growth [in sales] is going to come from multicultural customers." He added that ad spending targeting that audience would double. A disconnect between the team working on the Latin Grammys and the rest of the marketing team, which was concentrating on the reintroduction of layaway, convinced Rogers to eliminate silos and make multicultural marketing a companywide task, he said. Advertising Age (tiered subscription model) (10/31) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • American Apparel CEO responds to social storm over storm sale
    American Apparel CEO Dov Charney says that social media criticism over a Hurricane Sandy-related sale "doesn't represent the majority of the people. I don't think the average person was offended." Charney declined to blame the marketing department, saying they were only trying to keep "the wheels of commerce going. ... What's really important right now is to put people back to work as soon as possible." Bloomberg Businessweek (10/31) LinkedInFacebookTwitterEmail this Story
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom."
--David Ogilvy, member, Advertising Hall of Fame

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