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October 22, 2012
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News for the advertising, media, and marcom industries

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  Agency News 
  • HSBC launches a review for creative, media duties
    HSBC has initiated a global review, seeking to compare its current agency lineup with the broader marketplace and align operating practices of the bank and its agencies, sources say. Incumbents JWT and WPP are defending their eight-year-old creative and media accounts. Adweek (10/19) LinkedInFacebookTwitterEmail this Story
  • Wendy's hires VML for expanded digital marketing, mobile
    Kansas City, Mo.-based VML has won Wendy's digital advertising duties, after a review. The restaurant chain's chief marketing officer, Craig Bahner, anticipates a double-digit increase in digital and social spending next year. Wendy's is already providing a mobile digital calorie-counting program online and is prepping a mobile-payment application. Overall spending on the brand was $273 million in 2011, according Kantar Media, as the chain moved from third to second place below McDonald's in the burger category. Advertising Age (tiered subscription model) (10/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  Creative 
  Media 
  • Disney revamps website, putting marketing second to engagement
    The Walt Disney Co. is overhauling its flagship website, Disney.com, for the third time in half a decade, in an attempt to reverse 15 consecutive quarters of losses -- totaling almost $1 billion -- at the company's online, mobile and games division. Executives say they plan to shift away from pure marketing and to make the new website more entertaining and engaging through the use of multimedia content; still, experts note that Disney hasn't yet demonstrated an ability to handle online outreach effectively. "We've been waiting for years and years and years. For traditional media companies, this really does seem like a totally different skill set," says analyst Jessica Reif Cohen. The New York Times (tiered subscription model) (10/21) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Brands, agencies, measurement firms discuss Big Data's future
    Global brands gathered in Rome to discuss the role of Big Data with top digital agencies and measurement companies. ComScore CEO Magid Abraham said skepticism about digital advertising's role in marketing stemmed from the application of television metrics to measurement, "essentially distorting the true correlation between sales and digital impressions." Other takeaways from the discussions are detailed in this article. Adweek (10/19) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Target CMO Jeff Jones on roster shops, new media landscape
    "The lines between products, services and marketing continue to blur," Target Chief Marketing Officer Jeff Jones says in this interview. "We will keep pushing ourselves to think in terms of content, not just campaigns." One essential change during Jones' tenure is a shift from reliance upon Wieden+Kennedy as the agency of record to using a roster of shops to handle the marketing chores. "The breadth of the business doesn't set up well to have one agency that's extraordinary at all facets of what we have to do," he says. Advertising Age (tiered subscription model) (10/19) LinkedInFacebookTwitterEmail this Story
  Technology 
  • Social chatter comes alive in ad campaigns
    A popular Samsung commercial that mocks the popularity of Apple's iPhone was inspired by a slew of Twitter comments and complaints about the new iPhone 5, says a Samsung marketing executive. It's the latest example of the many ways social media is helping companies shape ad campaigns. The Wall Street Journal (10/21) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 4A's Strategy Festival 2012 is SOLD OUT!
    The 2012 4A's Strategy Festival is only two days away! Join the industry's top strategists Oct. 24 to 26, and hear from industry leaders, including David Droga, Jeff Goodby and Jonah Bloom. Find both inspiration and practical applications to help you hone the skills you will need to deliver the groundbreaking work your clients expect.

    If you would like to be on the waitlist for this must-attend conference, contact Troy Starwalt at tstarwalt@aaaa.org. Visit the Strategy Festival site for more information. LinkedInFacebookTwitterEmail this Story
  • 4A's Transformation Series
    Come join your peers on Nov. 1 in New Orleans and hear fresh ideas and insights to help prepare your agency for success, now and for the future. The 4A's Transformation Series, sponsored by the 4A's River States Council, will be an afternoon of information and perspectives from some of the ad industry's noteworthy leaders and innovators. Learn how you can evolve your agency to be more attractive to clients, grow your revenue and build an effective organization. Hear how Brad Bennett, Sharon Napier, and William H. Fogarty have embraced agency transformation to fuel their growth!

    Visit the website to learn more about the event and to make your plans to join us in New Orleans! LinkedInFacebookTwitterEmail this Story
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Top five news stories selected by 4A's SmartBrief readers in the past week.

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  SmartQuote 
The importance of money flows from it being a link between the present and the future."
--John Maynard Keynes,
British economist


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