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February 25, 2013
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News for the advertising, media, and marcom industries

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  Agency News 
  • Interpublic projects return to growth in 2013
    Interpublic Group says organic growth this year should bring it back into line with its peers after a rough 2012 marked by a 0.8% decline in revenue and the loss of several major accounts, including SC Johnson and Microsoft. The Asia-Pacific region and Latin America are expected to be the main areas of focus for growth. Reuters (2/22) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Ad market won't change much from new Nielsen metric, analyst says
    Nielsen's switch this fall to a broader TV audience metric that includes online video viewing is unlikely to make much of an effect on the ad market initially because of the dominance of TV-watching relative to streaming video, Bernstein Research senior analyst Todd Juenger said. The average American screens five hours of TV on a daily basis, compared with seven minutes of online video, Bernstein said. Adweek (2/22) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Are native ads bad for journalism?
    A debate between blogger Andrew Sullivan and BuzzFeed editor-in-chief Ben Smith on the merits of native advertising "should be a wake-up call to publishers that the native ad game is far from universally accepted," writes Charlie Warzel. Sullivan argued that allowing for ads to be confused with editorial is bad for journalism, while Smith dismissed that concern. "[T]he reality is that many publishers may need to rethink their principled stance against anything crossing the line between editorial and advertising, given the current economic climate in journalism," Warzel writes. Adweek (2/22) LinkedInFacebookTwitterEmail this Story
  • Amazon calls a spouse a spouse in new Kindle ad
    A new commercial for Amazon's Kindle Paperwhite features two married couples, one heterosexual and one gay, in a spot advocates say breaks new ground. "This conversation is already taking place in shopping malls and workplaces all over the country. The advertisement simply says this is the America we live in in 2013," said Bob Witeck, president of public relations firm Witeck Communications. MarketWatch (2/22) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Lego sets aimed at girls are a success, despite complaints
    Despite drawing some resistance from those who say it reinforces gender stereotypes, Lego's Lego Friends line aimed at girls is a hit, already the company's fourth-best-selling toy line, writes Brad Wieners. Lego rep Michael McNally says, "Our data show that we tripled the number of girls who are building with Lego bricks in the U.S. market since the launch of Friends, and we've significantly shifted the gender split among Lego users." Bloomberg Businessweek (2/22) LinkedInFacebookTwitterEmail this Story
  • Ford revs up Fiesta campaign with 100-car giveaway
    Ford will refresh its "Fiesta Movement" campaign by giving 100 key social media users new Fiestas to test drive for six months, says Scott Monty, Ford's global head of social media. Ford will also pay the recipients' insurance, gas and parking bills for the duration of the campaign, in exchange for a steady stream of social media chatter about the brand. ClickZ (2/22) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Register Today for Transformation: The Idea Effect
    The clock is ticking until one of the biggest industry conferences of the year kicks off, uniting advertising, media, digital and technology professionals. Transformation: The Idea Effect starts in New Orleans on March 10 with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13. Speakers include Michael Bayle, mobile director at ESPN; Sherrill Mane, SVP of industry services at IAB; Bill Wise, CEO of Mediaocean; and Lisa Donohue, CEO at Starcom Worldwide.

    Sign up now. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Creative Ways Agencies Can Get Paid: How to Stop Selling Hours and Start Selling Value
    Tune in to Tim Williams, founder of Ignition Consulting Group, on March 7 as he provides tips on innovative pricing solutions. Learn how to price individual services based on value instead of cost, in addition to charging different prices for different clients at different times. Examine how forward-thinking firms are leveraging these methods and improving how they do business.

    Member and non-member pricing available. Save a spot today. LinkedInFacebookTwitterEmail this Story
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Top five news stories selected by 4A's SmartBrief readers in the past week.

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It is wonderful how much news there is when people write every other day; if they wait for a month, there is nothing that seems worth telling."
--Anna Masterton Buchan,
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