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February 5, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Publicis forms single global network from Digitas, LBi
    Publicis is forming a single global digital agency network as it combines Digitas with Amsterdam-based LBi. The new 5,700-employee strong DigitasLBi will be headed by LBi chief Luke Taylor. "Its biggest operation will be in the U.S., which has roughly half of the total of employees, but other hubs of the combined operation include the U.K., where there are 700 staffers; Germany, where there are 450; and India, where there are 400," writes Rupal Parekh. Advertising Age (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • MEC's LaMontagne: "Machines don't develop insights, people do"
    MEC data veteran Theresa LaMontagne says that making optimal use of data requires close integration of data units within a marketing business. "The full potential of data cannot be realized unless the people sitting on the data are grounded and trained in the business and have a handle on the questions being asked. In short, machines don't develop insights, people do, so don't put your data people in the corner," LaMontagne says in this interview. Advertising Age (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
  • Adobe has a morning-after answer to Super Bowl spots
    A Goodby, Silverstein & Partners commercial for Adobe Marketing Cloud starring a chimp and a horse makes light of Super Bowl spending habits and touts the virtues of running spots online. "It's way cheaper to run it online, 'cause then they'll know who sees it and whether it works," says the monkey. "Metrics, not myths" is the tagline. "Advertising people will chuckle that it was Goodby that made this spot -- the same agency that had such great success using a chimp in E*Trade's Super Bowl spots more than a decade ago," writes Tim Nudd. Adweek (2/4) LinkedInFacebookTwitterEmail this Story
  • Expedia app lets users create emotional travelogues
    Expedia has created a "Find Yours" Facebook application for turning travel photos into shareable travelogues, writes Susan Kuchinskas. The project comes out of the original agency pitch by 180LA to the client. "They were moving away from the comedic aspect. We presented to them that 'We can take you guys in an emotional way. Let's make it personal,' " says 180LA's senior interactive producer, Chris Neff. ClickZ (2/4) LinkedInFacebookTwitterEmail this Story
  • Power outage likely helped CBS' Super Bowl ratings
    The power outage at Sunday's Super Bowl may have helped CBS avoid a ratings slump by creating an instant social media buzz and, perhaps, helping transform what appeared to be a rout into a close and exciting game. "We went from the depths of having a possible blowout, to the bizarre scene of half the stadium going dark, to a game that went right down to the wire," said CBS Sports chief Sean McManus. The game attracted 108.4 million viewers on average, slightly below the more than 111 million that tuned in to 2012's game. The New York Times (tiered subscription model)/Media Decoder blog (2/4) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Luxury retailers are sweet on mobile this Valentine's Day
    Bloomingdale's, Nordstrom and Saks Fifth Avenue are hoping to win over Valentine's Day shoppers with new shopping guides designed for use on mobile devices. Mobile affords shoppers greater privacy, making it a useful platform for browsing for romantic gifts, says Martini Media marketing chief Michael Goldberg. Luxury Daily (2/4) LinkedInFacebookTwitterEmail this Story
  • Super Bowl was most social TV event yet, report claims
    This year's Super Bowl generated more online engagement than any other televised event to date, according to a Trendrr report. In total, the Super Bowl generated 17.4 million social media interactions, up from 3.1 million in 2011, the report showed. USA Today (2/4) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Unilever and Schick team up on Axe-branded razors
    Unilever and Schick are partnering to introduce Axe razors, taking on market leader Gillette with a variation of Schick's Hydro 3. Deutsche Bank analyst Bill Schmitz says the partnership could perform well in emerging markets by taking advantage of Unilever's distribution network. The launch will be managed by Energizer Holdings, Schick's parent company. Advertising Age (tiered subscription model) (2/4) LinkedInFacebookTwitterEmail this Story
  • Innerscope tests Super Bowl ad response at Time Warner lab
    Innerscope Research gave Time Warner's home-replicating Medialab a workout on Super Bowl Sunday. "We were able to track 20 people as they ate pizza and hung out with their friends. And here we are a day later, and we get hundreds of millions of data points, and in the next couple of days, we're going to see some amazing things," says Brian Levine, president of Innerscope. Budweiser's Clydesdale story and Hyundai's Santa Fe ad were among the most engaging, based on such criteria as biometrics and eye-tracking, Levine said. Adweek (2/4) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Speakers from Google and Facebook at Transformation: The Idea Effect
    The 4A's is pleased to announce that this year's Transformation conference will feature key speakers in the fast-moving world of technology, including: Robert Wong, executive director of Google Creative Lab, Blake Chandlee, vice president of global partnerships at Facebook, and Betsy Webb, general manager of media and agency management at Microsoft. Exciting panel events include thought-provoking topics on social media, mobile technology and creative production.

    Advertising and media executives won't want to miss the first major conference of 2013 for the entire industry. Transformation: The Idea Effect will start in New Orleans on March 10 with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13.

    Register today. LinkedInFacebookTwitterEmail this Story
  • Industry Diversity: 2013 MAIP Agency Applications Now Available
    Don't wait until Feb. 15 to complete your agency application! Forty years ago, the Multicultural Advertising Intern Program began exposing multicultural students to the world of advertising. Since then, MAIP has matured into a brand that affects the lives of more than 100 students annually, providing the platform to launch their careers. Because of this community's support and dedication throughout the years, MAIP has continued to transform more than 2,400 individuals' dreams and aspirations into reality.

    Don't miss this chance to join this industry initiative by becoming a participating host agency.

    Register today. LinkedInFacebookTwitterEmail this Story
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Failure changes for the better, success for the worse."
--Seneca the Younger,
Roman philosopher, statesman and playwright

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