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October 24, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • How Wieden+Kennedy got a shot at the big Oreo show
    Wieden+Kennedy parlayed work on Kraft's Velveeta Cheesy Skillets and other assignments into a shot at competing against Draftfcb to create the high-profile Super Bowl spot for Mondelez International's Oreo cookies. It also helped that during Kraft's reorganization, Dana Anderson, a W+K fan and former senior vice president of marketing strategy and communications, gained influence over Oreo, writes Noreen O'Leary. Adweek (10/23) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Scott Neslund, Kelly Wenzel join Centro
    Scott Neslund, a veteran media services chief, is joining digital media planning and buying agency Centro as vice president of media. And Kelly Wenzel, formerly senior vice president of marketing at Undertone, has signed with Centro as chief marketing officer. The hires are part of Centro's new growth push. MediaPost Communications/Online Media Daily (10/23) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Apple returns to simplicity in campaign for iPad Mini
    Apple's TV spot for its new iPad Mini harkens to older campaigns in which simplicity was a big part of the appeal. The idea conveyed is that the Mini offers not something less than the original iPad, but rather a "concentration" of features -- a term offered by Apple exec Jonathan Ive. CNET (10/23) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Reader's Digest Association combines 2 cooking titles
    Although Healthy Cooking was a profitable title, Reader's Digest Association has decided to transfer its 516,000 subscribers to the larger Taste of Home, which will now include more health-focused content. The move is part of an ongoing strategy to refocus on the company's core brands. Health-conscious cooking is now more mainstream, said Frank Quigley, general manager of Reader's Digest Milwaukee. "When we did the math, it made a lot of sense on the business side as well," he said. Advertising Age (tiered subscription model) (10/23) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Study: Teasing Super Bowl ads before the game builds audience
    Although providing online teases for Super Bowl commercials risks damping the surprise factor for the game, research shows that the tactic greatly builds consumer engagement. A study by Cross Media Impact Research of ads for last season's game found that campaigns that uploaded video beforehand ended up with more than 9.1 million views, including 2.1 million that came from "copies or derivative clips." MediaPost Communications/MediaDailyNews (10/22) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Other News
  • How the new iPad Mini could reshape tablet ads
    Digital publishers are contemplating whether the form of Apple's new iPad Mini should determine the function of ads designed for it. Ads designed for the larger iPad tended toward "magazine-style, whole-screen takeovers and ads that drive people to e-commerce experiences made for browsing," writes Jason Del Rey. The new, more portable version may favor ads that target users on the move, much like campaigns for smartphones. Advertising Age (tiered subscription model) (10/23) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Pitch Strategy for the Team: Proven Strategies to Increase Your New Business Win Rate
    Understanding what the prospect is really up to can make or break your pitch. Should you even engage? If so, what approach will best convert the business? The 4A's workshop "Pitch Strategy for the Team," sponsored by the 4A's Twin Cities Council on Nov. 7 in Minneapolis, is all about winning business. After you complete this all day workshop, you will immediately begin making your competitive pitch engagements more strategic and engaging. From pitch discovery to capabilities sessions to final pitch presentations, you'll have contrarian strategies up your sleeves that will separate you from the pack and hook prospects in unexpected ways.

    Registration is available to both 4A's members and non-members. LinkedInFacebookTwitterEmail this Story
  • Research Insights -- Innovation and New Product Forecasts
    New from 4A's Research Services is an updated and enhanced version of Research Insights: Innovation & New Product Forecasts. Read our forecasts for corporate innovation and insights into consumer behavior, filtered through the lens of a range of possible economic scenarios. Then immerse yourself in a distillation of the best current thinking from academics and practitioners on innovation, factors for product success and failure, consumer insights, and the role of advertising in product trial, along with marketing spending on launches, rankings of the best new products of the year, line extensions, and more. This comprehensive 19-page Research Insights: Innovation & New Product Forecasts is free to member agencies. (Others interested in purchasing the $50 report may contact us at!) LinkedInFacebookTwitterEmail this Story
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Sometimes we stare so long at a door that is closing that we seek too late the one that is open."
--Alexander Graham Bell,
American inventor

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