Mullen to take on ad duties for Coca-Cola's Honest Tea | Oreo video takes cookies vs. creme debate to next level | Jagermeister campaign jabs at irresponsible drinking
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February 28, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries

Top Story
Edelman names Steve Rubel its chief content strategist
Content marketing is meriting its own special attention in an industry mindful of consumers who are accessing content in novel ways across a range of media, Stuart Elliot writes. As evidence of the new emphasis, Edelman in New York is naming Executive Vice President Steve Rubel as chief content strategist for the public relations shop. "We're seeing a changed competitive landscape. All of a sudden, clients are open to ideas from PR firms, digital agencies [and] media-buying agencies, not just creative shops," said Edelman chief Richard Edelman. The New York Times (tiered subscription model)/Media Decoder blog (2/27)
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Agency News
Mullen to take on ad duties for Coca-Cola's Honest Tea
Silver & Partners is no longer the agency of record for Coca-Cola's Honest Tea, which has assigned a creative project to Mullen. "From the time that Coca-Cola started to get involved in the decision-making process on Honest Tea, it was clear we had strong differences about creative direction," said Michael Stefanski of Silver & Partners, which was previously known as Amalgamated. Advertising Age (tiered subscription model) (2/27)
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Oreo video takes cookies vs. creme debate to next level
An Oreo video by Wieden+Kennedy shows "physicist and copywriter" David Neevel, who says he invented a technology to separate the cookie from the creme. Dramatic music, a complex contraption and funny answers to off-screen questions about how he made it make this ad a winner, writes Sam Thielman. Adweek (2/27)
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Jagermeister campaign jabs at irresponsible drinking
Jagermeister is featuring boxing trainer Freddie Roach in ads that emphasize the social responsibility of drinking with "a brother in your corner." The liqueur brand is making the campaign into a contest wherein sharing responsible-drinking stories makes participants eligible for a boxing-oriented trip to Las Vegas. Jagermeister's agency, Mistress, is releasing a video on how boxing trainer Eddie Futch was looking out for Roach at the end of his boxing career. MediaPost Communications/Marketing Daily (2/27)
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Media groups promote parents' power over violent content
Major media companies and trade groups are planning a multimedia blitz designed to inform parents about the controls and ratings systems they say can shield children from unwanted violent imagery. The coalition, which includes the Motion Picture Association of America, the National Association of Broadcasters, Verizon and DIRECTV, says the campaign is being created to "make a positive contribution to the national conversation on violent behavior." The New York Times (tiered subscription model)/Media Decoder blog (2/27), Roll Call (free content) (2/27)
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Trends & Research
Black is back as a means of signaling affordable luxury
Makers of products including Beck's Sapphire beer and Renuzit air fresheners are using black packaging to "break through the clutter" -- only to find that it's a trend that rival companies have picked up on as well. But marketers know from experience (and new eye-tracking technology) that consumers perceive black packages as premium. "It's about finding new ways to signal affordable luxury," says Mike Cecil, senior brand manager at Dial. The Wall Street Journal (2/27)
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Is content-inspired e-commerce the future of television?
American Express is partnering with NBCUniversal and Fox on a long-sought method of activating sales directly inspired by television programming. But observers aren't clear on whether this is a profound new direction or a novelty. "Is television to remain a one-way funnel of content that gets piped in to the living room from Big Hollywood, or is TV's content something that can prompt chatter and response -- and purchases -- as new technology eliminates many of the differences between the TV screen and the tablet window or computer monitor?" Brian Steinberg asks. Advertising Age (tiered subscription model) (2/27)
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Marketer News
Ford looks for higher awareness of C-MAX hybrid with campaign
A new multimedia campaign from Ford will tout the C-MAX Energi plug-in hybrid, which the automaker is launching this spring along with the Focus Electric, Fusion Hybrid and the Fusion Energi plug-in. The campaign will include outdoor, TV and cinema ads, as well as product integration on "American Idol" and the ABC cooking show "The Taste," where the C-MAX hybrid is the top prize. "C-MAX is rapidly gaining [awareness], but it's not where we want to be, so we are extending presence with media spend far deeper into this year than we typically would for a launch," says Ford's C.J. O'Donnell. MediaPost Communications/Marketing Daily (2/27)
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CPG marketers put digital calls to action to the test
Reckitt Benckiser is attaching a call to action to all of its digital media, believing that a CTA triples return on investment, Jack Neff writes. "That's a back-to-the-future move for CPG marketers, which embraced the 'click here' and 'enter to win' admonitions of early internet ads but focused more on branding during subsequent decades," Neff writes. Although digital deals are also rising in popularity, Lysol Power & Free considered engagement enough when it ran a Facebook campaign pointing to a germ-zapper game. "The key principle is: If people are taking action, they're retaining information," said Chris Pape of Genuine Interactive, which worked on the campaign. Advertising Age (tiered subscription model) (2/25)
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Association News
Register for Transformation: The Idea Effect
You only have a couple of weeks left to register for one of the biggest industry conferences of the year. Transformation: The Idea Effect will start in New Orleans on March 10 with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13. Panel events include topics on social media, mobile technology and creative production. Speakers include Blake Chandlee, VP of global partnerships at Facebook, Marc Pritchard, global brand building officer at Procter & Gamble, Denise Morrison, CEO of Campbell Soup, and Bryan Wiener, CEO of 360i.

Register today.
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Webinar Alert -- Digital Project Management: Common Causes of Digital Project Trouble & What You Can Do About Them
Don't miss this virtual event that is guaranteed to make your job easier. Become a more effective digital project manager for your agency with this virtual webinar, featuring Dave Po-Chedley, principal at Cambridge Consulting. Learn the two most common causes of digital project problems, how to help prevent team members from missing deliverable deadlines, and how to make project request changes work for you.

Member and non-member pricing is available for this March 28 webinar, so register today.
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He that will not apply new remedies must expect new evils; for time is the greatest innovator."
-- Francis Bacon,
British author and statesman
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