Honda splits creative, media into 3 collaborative parts | Ace Metrix: TurboTax ads score above the category norm | Twitter unveils new ad-targeting tools
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March 19, 2013
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Breaking News
Honda splits creative, media into 3 collaborative parts
One of the longest running agency-automotive relationships is breaking up -- but only partially. American Honda Motor has split up creative for Honda and Acura, retaining longtime shop RPA for Honda and handing Acura to former BMW agency Mullen. Starcom MediaVest will handle the media buying and planning, replacing RPA, and Muse Communications and La Agencia de Orci defended their respective minority ad accounts. "We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment in communicating with our customers," says Honda's Michael Accavitti. The New York Times (tiered subscription model)/Media Decoder blog (3/18)
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Company News
Ace Metrix: TurboTax ads score above the category norm
Ads for TurboTax are garnering the highest ratings among tax preparers a month before filing season, according to an Ace Metrix study. TurboTax's ads were the only tax-prep spots scoring above the category norm, says David Gordon, Ace Metrix general manager of financial services. Despite communicating its value proposition aggressively by attacking H&R Block in some ads, consumers seem to like them, he added. MediaPost Communications/Marketing Daily (3/18)
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Twitter unveils new ad-targeting tools
Twitter's self-serve advertisers will now be able to target consumers more effectively, thanks to new tools unveiled by the microblogging platform. All advertisers will now be able to target Twitter users by interest and by the devices they use. "Facebook had to shape its advertising offering up quite a bit before it went public, and it looks like Twitter is doing the same thing," writes Drew Olanoff. TechCrunch (3/18)
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Organic Valley launches first TV ad
The first television ad for cooperative Organic Valley has the tagline "Bringing the Good" and shows a girl growing grass from seeds to feed to cows. The campaign includes print, radio and social media elements. MediaPost Communications/Marketing Daily (3/18)
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Market Trends
Some of the biggest CPGs are keeping their data to themselves
Brands such Unilever, Procter & Gamble, Kimberly-Clark and Kellogg have decided to keep their data in-house, fearing that sharing the expensively collated insights will overcommit them to their current digital shops and limit future flexibility, writes Jack Neff. The companies have built their own data management and demand-side trading platforms to handle digital buys. "We designed it this way so we can retain the data and plow it back into our [customer-relationship management] systems," says Mark Kaline, global director of media, licensing and consumer services for Kimberly-Clark. Advertising Age (tiered subscription model) (3/18)
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Study projects steady local-ad growth through 2017
Local advertising revenues will tick up to $148.8 billion in 2017, rising from $132.5 billion last year, according to a BIA/Kelsey analysis. Digital media's share of that total will increase to 27.6% in 2017, up from 17.4% in 2012, the study found. MediaPost Communications/MediaDailyNews (3/18), MediaPost Communications/Online Media Daily (3/18)
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Online buzz doesn't boost sales, Coke says
Online chatter about a brand doesn't bring a short-term sales boost, according to a study conducted by Coca-Cola -- a startling declaration by a company that has worked hard to earn 61.5 million Facebook fans, Jack Neff writes. The study, which also found that display ads drove sales about as effectively as TV ads, shouldn't be taken as a sign that social media marketing is worthless, warned Coca-Cola's Eric Schmidt. "It is by no means a generalized result that applies to all industries," he said. Advertising Age (tiered subscription model) (3/18)
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Other News
Multicultural Marketing
Marriott pitches loyalty program via "42" tie-in
Marriott International is marketing its Marriott Rewards loyalty program to a niche group for the first time, building a program aimed at African-Americans around the release of the Jackie Robinson biopic "42," Jane Levere writes. The campaign includes special screenings of the movie in major cities, promotion of the film via hotel-room televisions, and a Facebook contest for a trip to the Los Angeles premiere in April. The New York Times (tiered subscription model) (3/18)
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People & Personalities
Will E-Trade's talking baby follow CMO Nick Utton out the door?
E-Trade Chief Marketing Officer Nick Utton is leaving the company amidst a companywide cost-reduction effort, raising the prospect that the E-Trade talking baby might be thrown out with the bathwater, though Grey Advertising is remaining as agency of record. Utton started at Unilever and worked for Bristol-Myers Squibb, Cadbury Schweppes, Revlon, MasterCard and JP Morgan Chase before spending nine years at E-Trade. Advertising Age (tiered subscription model) (3/18)
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AAF Spotlight
AdCamp 2013 | Advertising camp for high school students
AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today!
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When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either."
-- Leo Burnett, member, Advertising Hall of Fame
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