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February 11, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Brands are putting celebs to work with lofty title handouts
    Marketers at top brands have been granting celebrities including Justin Timberlake, Beyonce, Marc Jacobs and Victoria Beckham such titles as chief creative officer, head of creative design or chief innovator. The deals are an attempt to go beyond the typical endorsement, and they can backfire if there's a falling out or a history with another brand, but analysts say the practice likely has little downside. "Most is hype. But no doubt some people become celebs because they are truly creative people, so why not experiment?" says Pete Favat, chief creative officer at Arnold. Advertising Age (tiered subscription model) (2/11) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Other News
  • NPR's new marketing chief tries pilot campaign with Planit
    Planit's pilot campaign for National Public Radio seeks the quirky listener's ear, driving traffic to through billboards, digital, print, social and television. The campaign will be tested in Dallas/Fort Worth, San Diego, Indianapolis and Orlando, Fla., as the network looks to turn around a ratings drop at its mainstay programs, "Morning Edition" and "All Things Considered." It's the first major campaign under new Chief Marketing Officer Emma Carrasco. The New York Times (tiered subscription model)/Media Decoder blog (2/10) LinkedInFacebookTwitterEmail this Story
  • Other News
  • News Corp. set to announce national sports nets at March upfront
    News Corp., during its first-ever sports upfront early next month, will finally provide details about its plan to launch national sports channels to compete with ESPN, sources said. Fox Sports Media Group reportedly is working to create a pair of sports networks from its existing Speed Channel and Fuel network that will focus on Major League Baseball, college football, NASCAR, professional soccer and ultimate fighting. Former daytime talker Regis Philbin is in talks to join the main channel's lineup for an afternoon show, according to sources. Fox will also share details about programming for its 22 regional sports networks at the upfront. Reuters (2/8), Multichannel News (2/8) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Super Bowl advertisers got big Web traffic boost
    Super Bowl viewers went online to research advertised products, according to an eXelate analysis. Big game advertisers' Web traffic was 23% higher than usual on Super Bowl Sunday, and 46% higher than usual on the following Monday. "These spikes in activity were especially noticeable during the halftime show and blackout," says eXelate Senior Vice President of Analytics Kevin Lyons. MediaPost Communications/Online Media Daily (2/8) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • BMW seeks to mimic Apple with young experts at dealerships
    BMW is introducing a kind of Genius Bar for cars, mimicking Apple with a "BMW Genius Everywhere" program that seeks to attract the young and hip to the brand by featuring youthful, tech-savvy employees answering questions at dealerships. Cadillac and Lexus have already adopted the approach. The college-age geniuses will be paid a straight salary to relieve them and customers of sales-commission pressure. "We engineer a lot of things into the car that are difficult to explain, that makes us a special brand," says Peter Miles, vice president of operations at BMW of North America. Advertising Age (tiered subscription model) (2/11) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Webinar Alert -- Finding Creative Face-Time Opportunities with Clients
    You only have a few days left to sign up for our webinar about offsite meetings and strengthening your client relationships. Join Sheila Campbell, co-author of the best-selling book "Retreats That Work: Everything You Need to Know about Planning and Leading Great Offsites," as she explains how to utilize offsite meetings with your clients to build stronger relationships. Learn which retreats work the best and how you can get closer to engaging with senior executives with this virtual event on Feb. 14.

    Sign up now. LinkedInFacebookTwitterEmail this Story
  • S.F. Seminar Alert -- Leading the Charge: Senior Agency Management Skills for a Changing Industry
    Join Jeff Hiller of JB Training Solutions this Wednesday at Golden Gate University in San Francisco for a seminar specifically designed to help senior advertising executives with the guidance they need to lead in a transforming industry. This full-day workshop will provide answers to the most challenging issues facing today's agency leaders, including how to connect with younger colleagues, how to adapt effective leadership styles based on unexpected business situations, and how to motivate junior team members.

    Register 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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The only man I know who behaves sensibly is my tailor; he takes my measurements anew each time he sees me. ... The rest go on with their old measurements and expect me to fit them."
--George Bernard Shaw,
Irish playwright

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