Media officer Peter Gardiner leaves Deutsch New York | JWT seeks early connections with pop-up agency for SXSW | Taco Bell blends cultures with Lionel Richie's "Hola"
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March 1, 2013
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Chrysler taps Motown on Broadway for TV spot
A TV spot from Chrysler takes its cue from a Broadway musical about Motown music. The spot features Berry Gordy, originator of the legendary record label, driving a Chrysler 300C and arriving at the Broadway theater where the musical is playing. The final tag modifies Chrysler's "Imported from Detroit" slogan to "Imported from Motown." The New York Times (tiered subscription model) (2/28)
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Agency News
Media officer Peter Gardiner leaves Deutsch New York
Peter Gardiner, chief media officer and partner at Deutsch in New York, has left "to pursue entrepreneurial interests and investments in the media and tech space," the agency announced. No further explanation was forthcoming. Gardiner had been with the agency since 2000. Adweek (2/28)
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JWT seeks early connections with pop-up agency for SXSW
The heavily attended tech festival SXSW is the occasion for a pop-up agency from JWT aimed specifically at helping startups market themselves during the annual gathering. The idea behind the five-day-only agency, dubbed Walter, is to develop early connections with what may turn out to be the next digital giant. Advertising Age (tiered subscription model) (2/28)
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How Much Do You Really Need to Make? The Answer May Shock You
Rather than focus on what you can afford to pull out of the business to cover your living expenses, you need to focus on how much you need to earn at your business in order to afford the lifestyle you want to have. This is where the Personal Earnings Goal, or PEG, comes into play. Learn how to calculate your PEG and find out how much you really need to make.

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Taco Bell blends cultures with Lionel Richie's "Hola"
Taco Bell is using a Lionel Richie song, sung in Spanish, in English-language commercials touting the Cool Ranch Doritos Locos. One comedy spot shows a sad man at a bus stop, trying to stuff Cool Ranch Doritos into his taco, only to be soaked by a passing truck, then learning from a bus ad of the upcoming product. "This is one of those [songs] you get without having to understand Spanish. It adds another level of context to the brand around the experience we're providing. It's blending cultures," Chief Marketing Officer Brian Niccol said. Advertising Age (tiered subscription model) (2/28)
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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.

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Older ads do well for this year's Oscars
By and large, the best performing ads for this year's Oscars were older material not originally produced for the show, according to an Ace Metrix survey. Hyundai's "Stuck" ad, one of the oldest spots, generated the top score. Overall, Ace reports, the ads for this year's show performed less well than last year's, when technology brands were more in evidence. MediaPost Communications/MediaDailyNews (2/28)
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Trends & Research
Nielsen: Mobile ads as a gateway to free content are well accepted
More than half of smartphone users worldwide -- 57% in the U.S. -- are exposed to at least one mobile ad a day, and most don't mind them, provided they are perceived as sponsoring free content, according to a Nielsen survey. In India, half of smartphone users like getting free content for ad views, but only 30% view ads once a week. In contrast, 78% of South Koreans see at least one mobile ad a day. ClickZ (2/28)
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Financial stress sends more consumers to dollar stores
Family Dollar stores see more emphasis on consumables such as food and cleaning products among their typically low-income or financially stressed patrons, says Chief Financial Officer Mary Winston. Dollar Tree and Family Dollar both grew last year, with Family Dollar opening 475 stores in 2012 and planning 500 more this year. CNBC/Consumer Nation blog (2/28)
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Marketer News
Gap media spend turns holiday season from red to black
Gap reported its best holiday sales season in six years, with same-store sales averaging 5% up for the year. Gap media outlays rose 13%, with measured media spending up from $302 million to $340 million, and the Gap brand in North America getting double the spend, from $21.5 million to $54.5 million last year, per Kantar Media. The media spending "was all about getting the brand back to relevance, getting people to see the incredible equity that is iconic American casual business," CEO Glenn Murphy said. Advertising Age (tiered subscription model) (2/28)
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Musicians give voice to ConAgra anti-hunger effort
ConAgra's fourth annual "Child Hunger Ends Here" anti-hunger drive is being supported by musicians Tori Kelly, Carly Rae Jepsen, Amber Riley and Cody Simpson, and includes an original song, "Fill a Heart," by Kelly. ConAgra plans to donate as many as 3 million meals to Feeding America this year. MediaPost Communications/Marketing Daily (2/28)
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Featured Press Releases
 
Technology
CBS, DISH Network exchange tweet barrages over commercial skipper
Twitter is the latest battleground for DISH Network's commercial skipping device, with CBS and the satellite provider exchanging charges and accusations. The latest point of high dudgeon is the mysterious disappearance of a CBS actress' tweet extolling the virtues of the DISH device. The New York Times (tiered subscription model)/Media Decoder blog (2/28)
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Association News
Poll Results: Which panel discussion topic are you most looking forward to at this year's Transformation: The Idea Effect conference?
Social technology innovators  33.33%
Creative directors showing their favorite work they didn't create  33.33%
Addressable TV panel  16.67%
Rising media stars  8.33%
Digital production and distribution of advertising assets  8.33%
New Members-Only Research Feature on 4A's Website
4A's Research Services is proud to present a new members-only feature on the 4A's website. The Industries section of Research Essentials is a one-stop destination for the latest insights into the following categories, with more on the way. They include: Automotive, Banking and Financial Services, Food and CPG, Healthcare, Restaurants, Retail, Travel.

Each industry page features rich content, including category trends and statistics, fascinating consumer insights and custom-made infographics. All content is created and curated by our team of Information Specialists.

Members can visit the Research Essentials headquarters to access.
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Turn an account into a real moneymaker with this Dallas seminar on Feb. 28. In this one-day workshop, Sheila Campbell, CEO of Wild Blue Yonder, will teach your account managers the skills they need to become more effective. They will learn how to listen for what a client really needs, turn problem accounts around without damaging the relationship, gain confidence in dealing with larger or more demanding clients, and find out how to get more business from existing clients.

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Legislative & Regulatory
Rockefeller takes second shot at "Do Not Track" legislation
Sen. Jay Rockefeller, the West Virginia Democrat who chairs the Senate's commerce committee, has reintroduced legislation that would allow consumers to opt out of being tracked online. Rockefeller said the legislation was needed because advertisers couldn't be trusted to regulate themselves effectively. "My bill gives consumers the opportunity to simply say 'no thank you' to anyone and everyone collecting their online information. Period," he said. Adweek (2/28)
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SmartQuote
The mark of mediocrity is to look for precedent."
-- Norman Mailer,
American writer
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