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February 15, 2013News for marketing professionals

  Breaking News 
 
  • Nike pulls sprinter's "bullet" ad after murder charge
    A Nike print ad featuring Olympic runner and accused murderer Oscar Pistorius with the copy "I am the bullet in the chamber" has been pulled, and several commentators are questioning the common use of such metaphors in sports marketing. "Is weaponry and violence too serious of a metaphor to employ so casually in marketing?" asked Yahoo Sports blogger Jay Busbee. The athlete nicknamed "Blade Runner" for his prosthetic legs has been accused of shooting his model girlfriend Reeva Steenkamp. Nike declined to comment other than express sympathy to "all families," and Oakley and BP Global, who also employ the runner as a pitchman, said they were "shocked" by the news. Advertising Age (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
Brand Advocacy at Retail Has Real ROI.
The data shows it pays to turn retail associates into brand advocates. This independent academic study crunched two years of data from 63,500 sales associates at over 330 locations—and discovered that brands with customer-centric brand training sell up to 69% more. Download the infographic.

  Company News 
  • PepsiCo sees healthy gains after raising marketing budget
    Despite a slight decline in domestic soda volume, PepsiCo's 17% fourth-quarter profit gain was widely hailed as a sign that chief executive Indra Nooyi's turnaround plan is working. The brand increased its marketing budget between $500 million and $600 million, as PepsiCo's Americas beverage segment rose 2.5%. Nooyi hinted that a formulation change might be in the offing. "We have some promising projects that are going through the [Food and Drug Administration] review process that, once commercialized, could potentially alter the trajectory of our cola business in a meaningful way," she said. The Wall Street Journal (2/14) LinkedInFacebookTwitterEmail this Story
  • Analysis: Buffett's Heinz is not likely to become a big ad spender
    Berkshire Hathaway's acquisition of Heinz is unlikely to become another GEICO that shakes up the advertising world, analysts say. The brand is No. 1 in ketchup, but spent less than $50 million on advertising in 2011, per Kantar Media, even though it houses Ore-Ida, Smart Ones and Classico. Berkshire Hathaway Chairman and CEO Warren Buffett says he is deferring to his partner on the deal, 3G Capital Management, for day-to-day management, but Heinz President and CEO William Johnson predicts the company will be used as a means to acquire other global food assets. Advertising Age (tiered subscription model)/CMO Strategy blog (2/14) LinkedInFacebookTwitterEmail this Story
  • YouTube channel FreddieW seems ready for prime time
    FreddieW, a YouTube channel that promises "sweet vids with rad FX," shows the potential of video outlets to achieve true mainstream appeal. The channel has 4.6 million subscribers and has notched nearly 800 million views. On the financial side, the channel has signed Dodge as the sponsor of the second second of its "Video Game High School" series, and has generated $808,341 in funding through Kickstarter. Adweek (2/14) LinkedInFacebookTwitterEmail this Story
  • Other News
Getting Paid: How to Get Customers to Pay Up
Dealing with the money isn't fun, but it's a necessary evil for staying in business. While every business has their ups and downs, the key to positive cash flow is collecting payments in full and on time to keep the cash coming in as predictably as possible. Seem impossible? Learn how these small-business owners did it.

  Market Trends 
 
  • Forrester: Investment in mobile is key to growth in 2013
    Brands should follow the lead of Mondelez International in investing heavily in mobile this year, lest they miss an opportunity for growth during a period when consumers switch from PCs to tablets, according to a Forrester report. "Conversion rates are already higher on tablets than smartphones and will continue to gain wider adoption. Brands and retailers should not lump the devices together as 'mobile' but treat them as separate platforms," writes Mark Walsh, citing Forrester's projections. MediaPost Communications/Online Media Daily (2/14) LinkedInFacebookTwitterEmail this Story
Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

  Interactive 
 
  • TD Bank creates hyperlocal branch campaign for Google+
    TD Bank is making the unusual move of making a big investment in Google+, writes Cotton Delo. Through its digital agency iCrossing, the investment company has produced 96 hyperlocal videos for branches in New York City, featuring an inside look at the locations and featuring actual personnel. "Our ultimate goal is for more consumers to walk into our stores by giving them content that makes the store much more accessible," says Chief Marketing Officer Vinoo Vijay. Advertising Age (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
  • Wisk looks to put the Web in a "state of detergency"
    Wisk is running a series of online-only videos and interactive ads by MDC Partners' Union in Toronto that aim to convince consumers that even clothes that appear clean can be tainted with invisible sweat and body oil. The campaign is an attempt to leverage the Web to level the playing field with Tide, the market leader, which spends $107.6 million on marketing to Wisk's $3 million. An actor plays a filmmaker at the center of the ads, shot in documentary-style, declaring "a state of detergency" and asking "what about the stains that you can't see?" The New York Times (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
How to Achieve IT Agility: A Survival Guide for IT Decision Makers
When business teams add new apps and services to already-strained networks, IT departments are accountable for making everything work. Is your team ready for this challenge? Read this eGuide to learn how IT teams are automating their networks, why they're utilizing Ethernet fabrics and SDN, and what success looks like as they regain network control and business relevance.

  People & Personalities 
 
  • Rovio recruits talent to run new ad team
    Rovio has added a spate of hires to its Brand Advertising Partnership Team as it looks to break away from third-party brokered ads and move into marketing partnerships. Hires include digital marketing veteran Betsy Flounders Novak and Millennial Media's Matt Pfeffer, both of whom will oversee operations in the U.S. Todd Tran, a former Apple mobile advertising executive, has been named head of Rovio's EMEA and APAC Brand Advertising Partnership team. Raphaelle Tripet will also join that team from inMobi. TechCrunch (2/14) LinkedInFacebookTwitterEmail this Story
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  AAF Spotlight 
  • 64th Advertising Hall of Fame
    The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

    This year's "magnificent seven" who will be inducted into the Hall of Fame are:

    Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
    Bob Giraldi, film director; president of Giraldi Media
    Philip H. Knight, co-founder and chairman of Nike
    Shelly Lazarus, chairman emeritus at Ogilvy & Mather
    Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
    Gerry Rubin, co-founder of RPA
    Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
    Corporate Honoree: McDonald's Corporation.

    View sponsorship opportunities and purchase tickets. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
There is no way for the American economic system to function without advertising."
--John O'Toole, member, Advertising Hall of Fame

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