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- 4A's chief notes ad industry faces tougher competition for talent
The advertising industry faces much more competition for creative talent these days from other industries with the digital revolution, says 4A's CEO Nancy Hill. In this environment, it's important to encourage young people to begin including advertising among their creative options when considering a career. Adweek
(10/1)      
| Agency News | | |
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- Now a WPP agency, AKQA opens 2 more offices
AKQA has opened its fourth and fifth U.S. shops in Atlanta and Portland, Ore. The new member of the WPP group says it will host creative, account and technology services in the new offices, positioned to service existing clients Delta, Turner Broadcasting and Nike, among others. Adweek
(10/1)
| Creative | | |
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- Domino's trashes frozen dough in pan pizza comeback spot
The latest spot for Domino's shows CEO Patrick Doyle comparing the chain's fresh-dough pan pizza recipe to an unnamed competitor's "dirty little secret," frozen dough, which Doyle tosses in a trash can. The spot is obviously calling out Pizza Hut, the only other national chain offering pan pizza, writes Maureen Morrison. Russell Weiner, the chief marketing officer for Domino's, says the spot, from Crispin Porter + Bogusky, also positions Domino's against frozen grocery store pizza. Pizza Hut responded that the commercial is a diversion from Domino's recent price hike. Advertising Age (tiered subscription model)
(10/1)
| Media | | |
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- Hearst turns to responsive design in bid to realize potential of mobile
Responsive design that gears content and ads to whatever screen size applies is Hearst Magazines' response to the new and varied mobile environment of smartphones and tablets. The responsive remake of Hearst publication sites takes effect in the new year with an aim of pulling in more ad dollars in line with the growing proportion of readers turning to mobile. Adweek
(10/1)
| Trends & Research | | |
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- Most mobile users still resist paying for news, survey says
Although half of those surveyed have an Internet-connected mobile device and access a news site more frequently than anything but e-mail, half of that group is accessing the news from home anyway, according to a study by The Economist Group and the Pew Research Center's Project for Excellence in Journalism. And news readers are reluctant to pay for content. "There's a generation of people who have never paid for news ... and whose first instinct is not to pay," says Amy Mitchell, deputy director for Pew's PEJ. Adweek
(10/1)
| Marketer News | | |
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- Luxury brands opt for print to reach their target market
Hearst's Town & Country is seeing a heavy influx of advertising from major luxury brands such as Cartier and Oscar de la Renta for the magazine's October issue and the publisher's fall/winter issue of Weddings. Print is seen as the key to reach upscale consumers. "Town & Country is a great vehicle for reaching classically minded, truly affluent consumers," said Matt Egan, strategy director at Siegel+Gale, New York. Luxury Daily
(10/2)
- Target's Web-based rom-com aims at brand differentiation
Analyst Leon Nicholas calls Target's 12-minute, three-webisode shop-able series "Falling for You" a "blending of the Home Shopping Network and entertainment." The romantic comedy starring Kristen Bell and directed by a "Mad Men" veteran runs on Target's website and features more than 100 products called out to the right of the video. Shoppers clicking on a product icon have the option of not interrupting the show and seeing them later or buying immediately. "The way we gauge success here is the differentiation of the Target brand," says Target's senior vice president of marketing, Shawn Gensch. Bloomberg
(10/2)
| Association News | | |
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4A's Virtual Institute of Advanced Advertising Studies
The 4A's second-annual virtual Institute of Advanced Advertising Studies kicks off Oct. 10. The course, presented in conjunction with Northwestern University's prestigious Medill Integrated Marketing Communications program, is a comprehensive virtual course where students, no matter their location, are challenged, through teamwork, to develop an integrated communications program for a client's product or service.
Sign up now for one of the most valuable training courses of your career that will help make you a future agency leader! Registration is available to both 4A's members and non-members. Visit the 4A's website to learn more about the program, this year's client and how to register.
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