Marketing Trends & Research

• Mobile units span agency boundaries
  As mobile advertising becomes a more everyday part of the media mix, a debate is emerging as to where mobile operations should be housed in the creative side or the media side of agencies. There are digital and interactive elements to mobile campaigns, but also elements that more resemble couponing, CRM and video, according to this post. Advertising Age (tiered subscription model)/Agency News blog (8/16)

• New products are main reason for users to follow brands on Twitter
  Nearly four in 10 users 15 and older who follow a brand on Twitter do so to find out about new products, according to a survey by ExactTarget. About three in 10 use Twitter to keep apprised of a company's activities, get discounts or find out about promotions, receive information on sales or learn about samples or coupons. Adweek (8/15)

Company Watch

• After 6 weeks, still few iPad ads
  Apple launched its iAd service to produce premium campaigns for the iPad device on July 1, but of the 17 inaugural marketers only Unilever and Nissan posted campaigns that lasted most of July. Part of the reason for the lag time in executing iPad campaigns, say some industry insiders, is Apple's insistence on participating in the creative process. "It's a huge issue having Apple in the creative mix," said Patrick Moorhead, DraftFCB's director of mobile platforms. The Wall Street Journal (tiered subscription model) (8/16)

• IBM pursues analytics goal through Unica acquisition
  IBM, as part of its goal of becoming a one-stop shop for online ad analytics, is buying software automation firm Unica. However, it may take some time -- and additional acquisitions -- for IBM to make inroads with agencies because of their emphasis on optimizing online media and using traditional marketing channels to reach their customers, according to Suresh Vittal, vice president and practice lead at Forrester Research. MediaPost Communications/Marketing Daily (8/16)

Agency News

• Campbell Mithun to combine with digital agency MRM
  Interpublic Group's Campbell Mithun, Minneapolis, is joining forces with sibling digital agency MRM Worldwide's Minneapolis office. The merged shops will be retain the Campbell Mithun name and will be led by its CEO, Steve Wehrenberg. Rachael Marret, managing director of MRM Minneapolis, will become president of the combined agencies. Star Tribune (Minneapolis-St. Paul, Minn.) (8/16)

• Indian SEO shop becomes part of Havas
  Acmic Interactive, an SEO agency based in Bangalore, India, has sold a majority share to Havas. The 60-person firm is now known as Euro RSCG 4D Matrix and will continue to be helmed by co-founder Ravi Shankar. Adweek (8/13)

• JWT exec on agency's digital, social-media future
  David Eastman, JWT's worldwide digital director, discusses the rationale behind the agency's acquisition of Digitaria, his plans to maintain the shop as its entity and its place in JWT's digital and social-media future. Adweek (8/15)

Marketer News

• Unilever exec is bullish on crowdsourcing's potential
  Agencies should be more open to crowdsourced ads, especially for niche brands such as Unilever's Peperami, in which the expense of traditional campaigns may not justify the impact, according to Matt Burgess, an executive with parent company Unilever. Peperami, which next week begins airing its first crowdsourced ad in the U.K., in 2009 ended its longtime relationship with Lowe. The Guardian (London) (8/16)

• Starbucks to put premium content on Wi-Fi menu
  This fall, Starbucks is set to debut the second step in a plan that began with the addition of free Wi-Fi earlier this year. The coffee chain plans to begin offering customers exclusive premium content from providers including The New York Times and The Wall Street Journal. MarketingVOX (8/13)

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Interactive Media

• MOG creates site for greatest hits from roster of music blogs
  MOG, which runs an ad network made up of more than 1,300 music blogs, is launching its nonsubscription site. The ad-driven MOGMusicNetwork.com will offer the most popular blog posts from its portfolio of sites, as well as some original content. Mediaweek (8/16)

Hot Topics

Top five news stories selected by IAB SmartBrief readers in the past week.

• Startup scene is flourishing again in San Francisco (The Wall Street Journal (tiered subscription model))

• JetBlue sits out the Slater story online (Advertising Age (tiered subscription model))

• Web shows gain credibility (The New York Times (tiered subscription model))

• Survey shows marketers prefer mobile sites over apps for commerce (InformationWeek)

• Social platforms make it easier for campaigns to go viral (Adweek)

• Results based on number of times each story was clicked by readers.

Career Development

• Video resumes: A turnoff for employers?
  You may want to think twice about using a video resume. Recruiters say they avoid them because they can lead to discrimination problems -- and they simply don't have the time to watch them, Anne Kadet writes. "No one looks good trying to sell themselves, and it's hard to avoid coming off as a narcissistic self-promoter," she writes. SmartMoney Magazine (8/13)

Vice President of Marketing-Mobile Analytic Start-up Confidential New York/Boston, NY Director/VP Business Development Proximic, Inc. Palo Alto, CA Marketing Director Proximic, Inc. Palo Alto, CA Director, Communication Services Goodwill Industries of the Southern Rivers, Inc. Columbus, GA Online Ad Trafficker Pandora Internet Radio - Oakland, Ca Oakland, CA Vice President - Research and Marketing Pandora Internet Radio - Oakland, CA Oakland, CA Marketing Manager LegalZoom.com Los Angeles, CA Internet Sales and Marketing Manager BowTie Inc. Irvine , CA Manager - Pricing and Yield Management Pandora Internet Radio - Oakland, CA Oakland, CA Manager, Community and Content ThomasNet New York, NY Database/CRM Manager Interactive Advertising Bureau New York, NY Website Metrics Analyst Martha Stewart Living Omnimedia New York, NY Director of Digital Strategy TMP Worldwide New York, NY Senior Revenue Analyst Pandora Oakland, CA Brand and Agency Evangelist dmg :: events San Francisco, CA Marketing Reports Analyst Knowledge Universe Portland, OR

IAB News

• MIXX 2010: Check Out The Just-Released Agenda & Register Now
  A stellar agenda has been unveiled for the IAB MIXX Conference & Expo 2010, Sept. 27 and 28 in New York City. Themed "Unbound: Everything Everywhere," the two-day event focuses on the surge of interactivity into every corner of our lives, helping brands, media companies and content creators navigate the challenges and opportunities of this intensely personalized and fragmented landscape. Featured speakers include Dick Costolo, Joanne Bradford, Nick Denton, Yossi Vardi, Sheryl Sandberg. MIXX sold out well in advance the past three years. And registration is already filling up. Don't wait. Register at www.mixx-expo.com.
  

• Take IAB classes anywhere with new on-demand training
  IAB's on-demand courses give you the freedom to develop your skills anytime, anywhere. We recorded 11 of our most popular live seminars and edited these videos into 15 to 20 minute modules suitable for consumption on the Web. Each class counts toward the IAB Certificate in Interactive Advertising. With 11 courses priced at only $95 each, it's one of the most affordable and convenient ways to advance your career. Current offerings include: Success in Social Media, Present Like a Pro, Ad Effectiveness 101, Mobile Advertising, Metrics 101 and more. Find out more at www.iab.net/professional_development.

SmartQuote

Happiness is not a brilliant climax to years of grim struggle and anxiety. It is a long succession of little decisions simply to be happy in the moment." --Swami Kriyananda, formerly J. Donald Walters, American spiritual leader, author and composer