Indonesian shop uses "Happiness App" as modern mood ring | MillerCoors splits with Lopez Negrete, will search for new Hispanic agency | Zenith is selected by Kohl's for media planning, buying
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March 18, 2013
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Droga5's first work for Coke Zero ties into March Madness
Droga5's first work for Coke Zero shows two men filling out their NCAA basketball tournament brackets at the office when they are interrupted by the boss. A narrator ensures the "bracketologists" that goofing off at work is an American tradition dating back to the Founding Fathers, who are shown in a flashback worrying about a "freshman point guard" and picking America. "It celebrates guys being guys," says Pio Schunker, Coca-Cola's head of integrated marketing communications. Advertising Age (tiered subscription model) (3/15)
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Agency News
Indonesian shop uses "Happiness App" as modern mood ring
XM Gravity, a WPP shop in Indonesia, is using a mobile application dubbed the "Happiness App" for internal social communications from news to moods, writes Anita Chang Beattie. Employees can plug in one of nine emotions, selectively shared at first, and when negative moods reach a certain threshold the app sends a complaint up the chain of command. "The reason we are doing this is because in a company, most of the case the person is not happy is because of their direct supervisor," says CEO Kevin Mintaraga. The app has been constructed as "white label" software that could be adopted by other agencies, Mintaraga says. Advertising Age (tiered subscription model) (3/15)
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Tide spot stands out by showing a doting, laundering dad
A Saatchi & Saatchi spot for Tide that has been running since January shows a man raising an adventurous daughter and doing her laundry, an unusual take on household chores, men and fatherhood, writes Rebecca Cullers. "He's not a buffoon, the butt of a joke, a clueless child who needs his wife to take care of him. ... He's just a guy with a daughter," she writes. Adweek/AdFreak blog (3/15)
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Kantar: Comcast passes GM to become nation's No. 2 advertiser
Comcast spent $1.7 billion in measured media last year, up 9.7% over 2011, making it second only to Procter & Gamble as an advertiser, according to Kantar Media. One reason for its rise from 50th place only five years ago: Comcast's acquisition of NBCUniversal has it competing on several fronts, with Universal Studios vying in the heavy-spending movie sector and its Xfinity cable service going up against telecoms such as Verizon. GM, AT&T and L'Oreal rounded out the top five. The Philadelphia Inquirer (3/16), Advertising Age (tiered subscription model) (3/15)
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Trends & Research
Brands plan to ambush March Madness with crafty campaigns
Brands such as Pizza Hut, Hormel's Spam and Hooters are tying into the March Madness of the NCAA basketball tournament without explicitly saying so -- avoiding pricey sponsorship fees, writes Bruce Horovitz. Pizza Hut is giving away pies if the top four seeds reach the Final Four, Spam's Sir Can A Lot is talking about "the madness of March" on YouTube, and Hooters is establishing itself as basketball-watching haven. The tournament eclipses all other postseason sporting events for ad revenue, raking in more than a billion dollars last year, according to Kantar. USA Today (3/18), USA Today (3/17)
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Political, Olympic ads buoyed overall 2012 ad spending
Olympic and U.S. political ads in the third quarter -- when spending rose 7% from a year before -- helped boost 2012's overall ad spend 2%, Nielsen reported. In the fourth quarter, a 1% gain in auto advertising helped keep that sector as the top spender for the year. Notable among other categories: Phone and wireless ad spending rose 28% in the final quarter. MediaPost Communications/MediaDailyNews (3/15)
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Marketer News
Adidas bows first global girl-centered pitch
An Adidas social program #mygirls is part of an engagement initiative called "All In" aimed at activating women and girls ages 14 to 23, writes Karl Greenberg. It's being backed by the brand's first global TV campaign aimed at girls. "Girls from all over the world and from all different walks of life, though they may be different in terms of what language they speak or where they live, all share a common passion for sport and love for 'their girls,' " says John Norman, TBWA\Chiat\Day's chief creative officer. MediaPost Communications/Marketing Daily (3/15)
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Association News
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Members-Only Research Insights
4A's Research Services is proud to present a new members-only feature on the 4A's website. The Industries section of Research Essentials is a one-stop destination for the latest insights into the following categories: Automotive, Banking and Financial Services, Food and CPG, Health care, Restaurants, Retail, and Travel. Each industry page features category trends and statistics, consumer insights and infographics. All content is created and curated by our team of Information Specialists, who are available to speak with members for more in-depth information.

Go to the Industries page at Research Essentials headquarters today.
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What men value in this world is not rights but privileges."
-- H.L. Mencken,
American journalist and essayist
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