Why Carlsberg's friendship check is genuinely moving | Gatorade picks another winner from product-history barrel | Samsung's flash mob in Times Square attracts a crowd
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March 14, 2013
AAF SmartBrief
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Hasbro looks to leverage "Hunger Games" with Nerf Rebelle line
Hasbro is already looking ahead to 2014's slate of blockbuster movies to draft off for boys' toys and is hoping girls will take to the "Hunger Games"-inspired Nerf Rebelle crossbows, writes Tom Gara. Coming off the "Hunger Games" craze, Hasbro saw girls' toys rise 17% year-over-year in Q4 2012 as boys' toys sunk 23%. The Wall Street Journal/Corporate Intelligence blog (3/13)
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These 3 myths about brand advocacy are holding you back.
Myth 1: You can't tie ROI to brand advocates. The Truth: Retail associates who advocate for your products sell 87% more than those who don't. For the whole story, read the full myth-busting guide.

Company NewsSponsored By
Why Carlsberg's friendship check is genuinely moving
A video for Carlsberg beer shows men supposedly losing in a poker game and phoning close friends for a bailout in the early hours of the morning. When the friends arrive, they are greeted by a staged, seedy scene before a crowd toasting their loyalty and courage is revealed. "[W]hat's clear with this one film is that Carlsberg has deftly positioned itself not as an obtusely 'social beer,' but as something far more meaningful: as the beer for actual friends," writes Will Burns. Forbes (3/13)
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Gatorade picks another winner from product-history barrel
The latest TBWA\Chiat\Day spot for Gatorade draws on its sports history much like Element 79's mid-2000s spots did, writes David Gianatasio. The authenticity of the brand as an icon of winning "gives Gatorade a shared meaning that transcends its sporty origins and helps ads like these appeal to anyone hoping to catch lightning in a bottle," Gianatasio writes. Adweek/AdFreak blog (3/13)
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Samsung's flash mob in Times Square attracts a crowd
Samsung unleashed a dancing flash mob in New York's Times Square to promote the impending release of the Galaxy S IV. The dancers assembled a box with the words "Be ready 4 the next Galaxy." Mashable writer Anita Li calls the flash mob "cheesy" and "ill-advised." Mashable (3/13)
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Other News
Ten mobile trends. Ten ways to win.
Download the Top 10 Mobile Predictions for 2015 to learn how you can win big in the new year by investing heavily in mobile marketing. You'll learn about the oncoming mobile technology arms race — and you'll discover the steps you must take to stay ahead of the pack.
Download now>

Market Trends
Digital agencies consider their future at SXSW
With brands becoming more comfortable with forging direct bonds with tech startups, some SXSW attendees were questioning digital agencies' continuing role in connecting the two, writes John McDermott. "The general sentiment among tech entrepreneurs at SXSW was that we're experiencing 'the beginning of the end' for digital agencies," McDermott writes. R/GA's Kyle Bunch says digital agencies need to "work with startups to make the pie bigger rather than fight over the same slice." Advertising Age (tiered subscription model) (3/13)
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Execs: Social fans matter but engagement matters more
Social-marketing numbers matter -- not the quantity of friends amassed, but rather the number that interact with the brand, according to panelists at the 4A's Transformation conference. "We do believe that people's best customers should be their fans. ... But it's not about getting more fans than your competitor because that's a chase to the bottom," says Blake Chandlee, Facebook's vice president of global partnerships. Adweek (3/13)
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Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

InteractiveSponsored By
Saks' omnichannel "Evolution" grows the brand amid change
Saks Fifth Avenue's "Project Evolution" marketing and merchandising initiative is credited with growing the brand to the point of happy confusion. "There's so much integration between store and online sales that we can't report the numbers separately; they just don't make sense because we are moving inventory from one to another all the time," CEO Stephen Sadove said in a presentation to the Bank of America Merrill Lynch Retail & Consumer Conference. MediaPost Communications/Marketing Daily (3/13)
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Other News
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.

Multicultural MarketingSponsored By
KFC is winning back Chinese confidence one stanza at a time
Yum Brands seems to have stanched the catastrophic losses at KFC China stores after reports of hormone-laced chicken, writes Anita Chang Beattie. Sales were flat in February, after a devastating 41% plunge in January. KFC's "Operation Thunder" initiative aims at winning back consumer confidence through such programs as a poetry contest where contestants must use the phrase "the chicken are innocent." Advertising Age (tiered subscription model) (3/13)
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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.

AAF Spotlight
AAF's Advocacy and Action: Advertising Day on the Hill
Join advertising professionals from across the country in Washington, D.C., on April 17 for the American Advertising Federation's Advocacy and Action: Advertising Day on the Hill. In the morning of this premiere conference you will hear from legislators and regulators who make and enforce the laws that directly affect how the advertising industry does business. In the afternoon you and your fellow attendees will demonstrate the power of AAF's grassroots network by heading to the Hill and visiting with your elected representatives. The event will conclude with a special reception in the U.S. Capitol. Don't miss this exciting chance to make a difference in Washington, D.C.

View sponsorship opportunities or register for Advocacy and Action: Advertising Day on the Hill.
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AdCamp 2013 | Advertising camp for high school students
AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today!
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If there are things you don't like in the world you grew up in, make your own life different."
-- Dave Thomas, member, Advertising Hall of Fame
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