Ford, WPP offer apology for unauthorized JWT India ads | HBO farms out social media project to 360i | Hensley Evans to lead analytics, digital strategy at Saatchi & Saatchi Wellness
Web Version
March 26, 2013
4A's SmartBrief
News for the advertising, media, and marcom industries

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Gillette brings female perspective to male grooming in ads
Model Kate Upton and actresses Hannah Simone and Genesis Rodriguez reveal their male body hair preferences in a BBDO New York print and TV campaign for Gillette Fusion ProGlide Styler, themed "What women want." Print ads use QR codes linking mobile users to online video of the models. It's the first time Gillette ads have used spokeswomen, writes Andrew Adam Newman. "We're bringing their voice to the conversation," says John Mang, Gillette's global brand franchise leader. The New York Times (tiered subscription model) (3/25)
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Agency News
Ford, WPP offer apology for unauthorized JWT India ads
Ford and agency WPP are apologizing for unauthorized ads from JWT India that suggest former Italian Prime Minister Silvio Berlusconi kidnapped, bound and gagged women in a Ford Figo. The series of posters, which were never commissioned but were uploaded to the Internet, also show Paris Hilton kidnapping the Kardashian sisters, in an attempt to demonstrate the size of the trunk. MediaPost Communications/MediaDailyNews (3/25)
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HBO farms out social media project to 360i
HBO, which has handled social media internally for the past six years, has tapped 360i to handle a social assignment. The project is being launched as Netflix ramps up its Facebook integration, which lets users share their content choices with friends. Advertising Age (tiered subscription model) (3/25)
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Domino's spot emphasizes quality over delivery speed
A Domino's Pizza spot by Crispin Porter + Bogusky shows a legacy commercial emphasizing the chain's 30-minutes-or-less speed, then interrupts it with a contemporary quality message. A franchise owner, Robert Gavitt, explains that pan pizzas take longer to make but are worth the wait. Domino's CEO Patrick Doyle says the reintroduction of the pan pizza, the third attempt by the chain since 1986, has "helped drive higher sales, as well as increased traffic into our stores, something that's a key metric for us." Advertising Age (tiered subscription model) (3/25)
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Droga5 takes Spotify's sound to U.S. television
Spotify is debuting a Droga5 TV commercial during "The Voice," emphasizing that the Internet radio streaming service is "for music" that fits any moment. The $10 million campaign, which also features an online component, aims at distinguishing the Swedish competitor from other services such as Mog and Rhapsody. It has "a dual challenge: building a brand and building a business," says Starcom MediaVest Group's Lisa Weinstein. The New York Times (tiered subscription model)/Media Decoder blog (3/25)
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Trends & Research
Soft drink volume still falling, but retail sales rise
Soda volumes have fallen for the eighth consecutive year, but retail sales were up 1.8% because of price increases, according to Beverage Digest, which includes energy drinks in the $77 billion category. The report says Coke, commanding 17% of the market, is still the market leader, followed by Diet Coke and then Pepsi. Advertising Age (tiered subscription model) (3/25)
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Digital buys led 2013 U.S. ad spend up 4% through February
U.S. ad spending rose 4% in the first two months of 2013 compared with the same period last year, according to Standard Media Index. Only radio and television were down, because of spending on political campaigns in 2012. Aggregated spending on digital, which includes online display, video, search, social, mobile and e-mail, rose 16% to represent 21.7% of the total spend, second only to broadcast media. MediaPost Communications/MediaDailyNews (3/25)
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Marketer News
Gatorade changes its approach for 2013 campaign
Gatorade has pushed back its media schedule so it peaks later in the spring and will focus its TV ads on its flagship "Perform" beverages. Its "Prime" chews and pouches and "Recover" beverages and shakes will see more print and outdoor marketing at events such as sports camps. A new spot starring Kevin Durant and Dwyane Wade shows the NBA players having nightmares of being bested by each other, then training with Gatorade products to get back on top. Advertising Age (tiered subscription model) (3/25)
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Association News
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VoteThe New Digital Currencies: DAA, 3MS, Ad-ID
Project Management for Agency Initiatives: NYC Seminar
Learn how to manage your incoming digital projects better while maximizing client satisfaction and agency profit with this seminar on April 10. Join project management expert Dave Po-Chedley, principal at Cambridge Consulting, and Mina Seetharaman, executive program director for the Ogilvy Advanced Video Practice, at 4A's headquarters in New York for this all-day workshop. Complete an agency assessment and leave with digital copies of all project management templates.

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French writer
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