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February 7, 2013
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News for the advertising, media, and marcom industries

  Top Story 
Defend Against Crises With Cision
Online crises can spread in minutes, so defending your brand is critical. Cision safeguards brands with tools that help you monitor conversations, understand audience sentiment and stop crises before they start.

Take a demo of Cision's social media listening software today!

  Agency News 
  • LG launches media review amid growing mobile competition
    LG is launching a procurement-driven review of its media agency. The electronics giant has been working with WPP's Mindshare since 2007, and spent $400 million globally in 2011, according Kantar Media. Although spending was on the decline in 2011, The Wall Street Journal reported the brand expected to increase investment this year to combat competition from Samsung, Apple, Huawei and ZTE on the mobile front. Advertising Age (tiered subscription model) (2/6) LinkedInFacebookTwitterEmail this Story
  • Sunglass Hut taps Gotham as global creative agency
    Sunglass Hut has signed New York's Gotham as its new global creative agency after a review. Moon Communications Group previously held the account, which now will include traditional advertising, digital and social media, in-store communications, mobile marketing and events. Adweek (2/6) LinkedInFacebookTwitterEmail this Story
Rocket science won’t help. But cross-channel marketing will.
When it comes to digital experiences, knowing when to be there for your customers and when to back off takes more than just a hunch. This Adobe marketing guide explains how to navigate the evolving marketplace with confidence and build deeper relationships with your customers. Download now>

  • Barbie to "sell" her Malibu estate with some real-world help
    Mattel is "selling" Barbie's Malibu Dreamhouse for $25 million as part of a promotion in which the doll will move to a new location -- to be represented by a new play set available during the Christmas season. Actual real-estate personnel will be used to enhance the illusion, with Josh Altman of Bravo's "Million Dollar Listing: Los Angeles" in on the effort, and Trulia's website carrying the listing. Mattel's in-house ad department is working with Attention on the digital and social efforts. The New York Times (tiered subscription model) (2/6) LinkedInFacebookTwitterEmail this Story
  • Peanut Butter & Co. spreads its message
    Peanut Butter & Co. has begun its first national campaign, with 15-second television commercials promoting the company's peanut butter with dark chocolate, with white chocolate, and with cinnamon and raisins. "The Taste Amazing campaign, like our brand, is all about flavor and fun, and all of the delicious new ways you can enjoy peanut butter," said founder and President Lee Zalben. The ads will run on cable networks such as ABC Family, Food Network and the Cooking Channel. MediaPost Communications/MediaDailyNews (2/6) LinkedInFacebookTwitterEmail this Story
Blend Content and Community to Create Truly Interactive Websites
Websites need to evolve. Visit any website today and they're much the same as those in the 1990's: entirely one-way. In this eBook, we detail six reasons for blending an online community to make your website interactive.

New! Beginners Guide to Mobile Advertising Analytics
Getting started with advertising your app? This comprehensive free eBook provides a breakdown of the basics of app marketing, types of mobile analytics, common mobile attribution methods, and how data can and should be utilized to optimize app install and retargeting campaigns.
Click here to download the free guide and find your path towards ROI uplift.

  Trends & Research 
  • Verve Mobile: DMAs lead local mobile targeting techniques
    Despite the rise of geolocating and geofencing hyperlocal mobile ads, most advertisers use designated marketing areas for their targeting, according to Verve Mobile. The mobile ad manager for some 3,500 publishers, NBC TV stations, Hearst Newspapers and the Associated Press says that DMAs were used for targeting 30% of the time, followed by geofencing (27%), audience data (24%) and geoawareness (14%). Restaurants and retailers were the most likely to employ the mobile-ad targeting techniques. MediaPost Communications/Online Media Daily (2/6) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Microsoft campaign takes aim at Google's privacy policies
    Microsoft is launching a Web, print and TV broadside against Google, accusing the company of invading its users' privacy in order to target advertising more effectively. The "Scroogled" campaign focuses particularly on Google's practice of targeting ads based on the content of users' e-mails. "Think Google respects your privacy? Think again," one ad warns. Bloomberg Businessweek (2/7) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Webinar Alert -- Demystify the Creative Brief: Learn How to Make Your Point and Hook Your Audience
    Sign yourself up for delivering effective and efficient creative briefs in 2013. On Feb. 28, Open Mind Strategy CEO Robin Hafitz will host this special 4A's webinar that will show you how to write a creative brief that is inspiring. She will also show you real-world examples that will leave you with practical takeaways, and tell you five essential questions to ask before starting your creative brief. This is the perfect event for account planners, creatives and marketers.

    Member and non-member pricing available, so register today for this virtual event! LinkedInFacebookTwitterEmail this Story
  • Talent & Development: 2013 Twin Cities Institute of Advanced Advertising Studies
    For more than 25 years, the 4A's Twin Cities Institute of Advanced Advertising Studies has been training the city's best in the agency business. Many of today's top agency executives are IAAS graduates, and this opportunity has served as a fantastic resume-builder for students. They develop their skills by working on a client assignment in a team environment, which they then pitch. This year's client is Pearson's, who will decide the winning team.

    The course runs from Feb. 20 to May 10. Visit the 4A's website to register for this fantastic opportunity. LinkedInFacebookTwitterEmail this Story
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--Jules Renard,
French author

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