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December 10, 2012News for marketing professionals

  Breaking News 
  • Pepsi deepens its marketing partnership with Beyonce
    PepsiCo is trying to increase the authenticity of its marketing partnerships by backing the singer Beyonce in a deal that includes more commercials as well as financial support of her ongoing creative projects. Beyonce will be the star of Pepsi's commercials and Super Bowl halftime show in 2013, and the brand will help market her next album with material that includes limited edition cans featuring her image. The move is "a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration," says Brad Jakeman, president of PepsiCo's global beverage group. The New York Times (tiered subscription model) (12/9) LinkedInFacebookTwitterEmail this Story
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  Company News 
  • Analysis: Microsoft's marketing is no match for a changing industry
    Analysts are saying that Windows 8's struggle to take off despite a highly visible (and estimated $1.5 billion) marketing campaign is more an indication of a waning PC market than a marketing failure. "I don't think they could do advertising well enough to change the direction of where the PC market is going this year," says Stephen Baker, vice president of industry analysis at NPD, which reports that Windows 8 devices are making up only 58% of Windows sales, compared with 83% during the Windows 7 release. Advertising has managed to lift brand perception, especially in the tablet category, but so far Surface tablet sales have been weak. Advertising Age (tiered subscription model) (12/10) LinkedInFacebookTwitterEmail this Story
  • P&G tests digital video kiosks that trade coupons for data
    Procter & Gamble is among the brands testing digital coupon deals offered to shoppers in stores via SoloHealth kiosks at Wal-Mart and other locations. About 10% of those who see the tailored video explainers for Pepto-Bismol or ZzzQuil served after consumers enter personal information end up opting in. Product racks attached to the SoloHeath machines with coordinated video ads are sold on a cost-per-thousand basis, writes Christopher Heine. Adweek (12/10) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Cable, colleges lay big bets on football
    The prospect of scoring some of the $25.5 billion in TV rights fees that will be pumped into college sports in the next 15 years is influencing cash-strapped universities and their business models. According to this article, that represents a risk for television, which is betting that college football, in particular, will continue to attract larger audiences even while moving away from traditional regions and rivalries, and for universities, which jeopardize their mission and integrity in developing football programs at the expense of others. The Wall Street Journal (12/9) LinkedInFacebookTwitterEmail this Story
  • Moms look to social media, Internet coupons before buying food
    Mothers are indexing higher than the general shopping population in using the Internet prior to food buying, according to a Packaged Facts report. They are twice as likely to use social media for planning a shopping trip, 43% more likely to seek out online coupons and 38% more likely to scan food store websites. The report also found that mothers tend to be value-oriented when it comes to buying store brands, and they are more interested in organic items than locally produced food. MediaPost Communications/Marketing Daily (12/7) LinkedInFacebookTwitterEmail this Story
  • Reebok culls social media accounts, seeks clearer brand identity
    Reebok has held two recent social media audits, identifying a total of more than 600 social media accounts across its various brands. More than 200 of those accounts have now been eliminated, and local brand managers are being encouraged to use Reebok's global accounts for promotional purposes. That reduces red tape and makes it easier to present a unified brand identity across regions and social platforms, officials say. Advertising Age (tiered subscription model) (12/10) LinkedInFacebookTwitterEmail this Story
  • Coke has big plans for Spotify, says entertainment chief
    Coca-Cola is planning to ratchet up its advertising and promotional activities on Spotify in 2013, says Joe Belliotti, the beverage giant's director of global entertainment. "You are going to see Coke creating experiences on Spotify, using the technology and music content," he says. "It will involve supporting TV commercials, PR, visuals and shopper programs -- a whole integrated campaign coming to life." Adweek (12/7) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  People & Personalities 
  Hot Topics 

Top five news stories selected by AAF SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  AAF Spotlight 
  • Mosaic Career Fairs 2013
    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 all that would like to attend.

    Mosaic Career Fairs are free for AAF College Chapter members. Information for the 2013 Mosaic Career Fairs is available now.

    Wednesday, Feb. 6, 2013
    The Roosevelt Hotel
    New York

    Leo Burnett
    Thursday, Feb. 21, 2013
    DePaul University at Lincoln Park -- Student Center
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The artist defines creativity. The audience defines effectiveness. To be creative, study art. To be effective, study the audience. To be both, study how the audience responds to art."
--Keith Reinhard, member, Advertising Hall of Fame

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