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January 29, 2013News for marketing professionals

  Breaking News 
  • 3M finds emotional stickiness in Grey's Post-it campaign
    3M is launching a $10 million campaign for Post-it notes, encouraging consumers to find creative uses for the product. The Grey New York spots employing the tagline "Go ahead" re-create real-life examples of the "customization" trend, where consumers devise personalized uses for mass-market products. The idea for the campaign came after marketers at 3M discovered an emotional connection to the brand that surprised them. The New York Times (tiered subscription model) (1/28) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Yahoo converts an increase in sales, search into 4% Q4 revenue gain
    Yahoo's search business compensated for a decline in display advertising, as the company posted a 4% year-over-year gain in revenue to $1.22 billion in the fourth quarter. "As long as in the near-term things are not bad, I think the stock will generally act positively while we wait for [CEO] Marissa Mayer to deliver," says analyst Sameet Sinha of B. Riley Caris. Under Mayer's leadership, the Internet portal enjoyed its first annual sales increase in four years, as the company charged more for ads on its pages. Reuters (1/29), Advertising Age (tiered subscription model) (1/28) LinkedInFacebookTwitterEmail this Story
  • Injury hasn't deflated Derrick Rose's marketing muscle
    Derrick Rose counts himself among the people inspired by the elaborate Adidas campaign built around the return of injured Chicago Bulls star. "Seeing all of the comments that come in every day with people wishing me support has been fuel for me. It really has," he says. It might be the most extensive campaign involving an injured player ever, analysts suggest, and appears to have won traction for the D Rose 3 shoe, with searches for the model rising 400%. Adweek (1/28) LinkedInFacebookTwitterEmail this Story
  • Axe says "nothing beats an astronaut" in Super Bowl spot
    Axe's first Super Bowl spot, for Axe Apollo, shows a scantily clad beach-goer bounding toward a nerdy astronaut instead of the hunky lifeguard who saves her life by killing a shark with his bare hands. The BBH London spot, with the tagline "nothing beats an astronaut," will air in the third quarter of the game. Real-life astronaut Buzz Aldrin helped launch the campaign, which is offering trips into suborbital space via the Axe Apollo Space Academy contest. Adweek (1/28) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Survey: Restaurant app usage means marketers' plates are full
    More than half of smartphone owners are armed with a restaurant application, and 55% use a multi-restaurant app such as Yelp, Urbanspoon or Zagat, according to an Interactive Advertising Bureau survey. That's creating multiple opportunities for advertisers to reach a generation ripe for food discovery. "This research highlights the fact that the mobile Internet is increasingly becoming a vital tool to help consumers navigate their everyday lives -- even when it comes to simple tasks, such as ordering a pizza," says Anna Bager, vice president and general manager of IAB's Mobile Marketing Center of Excellence. MediaPost Communications/Online Media Daily (1/28) LinkedInFacebookTwitterEmail this Story
  • Confusion reigns in finding blame for ad-supported piracy
    Piracy regulators are turning their attention to ad networks that place ads on sites offering pirated content. "Brands make sure that their ads never show up on porn sites. ... Why not do the same with piracy sites?" asks Jonathan Taplin, director of the Innovation Lab at the University of Southern California. But companies such as OpenX and Google dispute the lab's claims, saying that the code used to track the offending ads is part of a mix that includes third parties and automated trading desks. "The ecosystem for online ads is incredibly complicated. Everybody can point the finger at other people," says Cary Sherman, chief executive of the Recording Industry Association of America. The New York Times (tiered subscription model) (1/28) LinkedInFacebookTwitterEmail this Story
  • Diet Coke puts Taylor Swift's numbers up against Beyonce's
    Coca-Cola confirmed that it will expand its partnership with Taylor Swift for Diet Coke through a TV, print and digital campaign launching this spring. Swift appeared in a YouTube video to profess her love for the brand and encourage her fans to "like" Diet Coke on its Facebook page, promising a future reward connected to her upcoming Red Tour. Diet Coke only has 2 million fans, compared with Coke's 58 million, but Swift has a robust social media following -- it far outnumbers Pepsi icon Beyonce. Advertising Age (tiered subscription model) (1/28) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • Steve Stoute: Translation's creative strategy is underrated
    Former music executive and Translation founder Steve Stoute is Ad Age's Executive of the Year. "I think our strategy department is the best in the industry. The thinking in our agency never gets the credit it deserves because we have a celebrity," Stoute says, referencing Jay-Z, his partner in the agency. Clients include State Farm, Coca-Cola and Budweiser. Paul Chibe of Anheuser-Busch InBev said, "The fact that he, from a career standpoint, came up outside of the ad business, I think he tends to think [about marketing problems] differently. ... It permits some very creative ideas to come from him and his agency." Advertising Age (tiered subscription model) (1/28) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • Mosaic Career Fairs
    The objective of the Mosaic Career Fairs is the same as the Most Promising Program -- to connect top minority talent with leading advertising/marketing and communications companies that are seeking to hire entry-level candidates. Minorities are encouraged to participate; however, this career fair is open to everyone! Mosaic Career Fairs are free for AAF College Chapter members. The 2013 Mosaic Career Fairs will be held on Feb. 6 in New York and on Feb. 21 in Chicago. Read more details. LinkedInFacebookTwitterEmail this Story
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Advertising is a non-moral force, like electricity, which not only illuminates but electrocutes. Its worth to civilization depends upon how it is used."
--J. Walter Thompson, member, Advertising Hall of Fame

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