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October 16, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  Agency News 
  Creative 
  • Nissan uses "Wouldn't it be Cool" theme for Pathfinder, Sentra debuts
    Nissan is continuing its "Wouldn't it be Cool"-themed effort, used to launch the 2013 Altima, to introduce two other models: the new Pathfinder SUV and Sentra sedan. The automaker's quick turnaround of unveiling five vehicles in 15 months necessitated the development of a creative from TBWA\Chiat\Day that would work for multiple models, says Jon Brancheau, vice president of marketing at Nissan North America. MediaPost Communications/Marketing Daily (10/15) LinkedInFacebookTwitterEmail this Story
  Media 
  • Yahoo hires Google's Henrique de Castro as COO
    Yahoo has hired Henrique de Castro, formerly Google's vice president of partner business solutions, to become its chief operating officer, offering him a compensation package worth close to $60 million. Yahoo CEO Marissa Mayer says that De Castro's "operational experience in Internet advertising and his proven success ... make him the perfect fit." The Wall Street Journal (10/16) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Authenticity impresses the connected consumer, exec says
    Connected Protagonists are "aggressive consumers who have a full quiver of content and communications tools that give them the unprecedented ability to bend their world to their wants and needs," writes Jon Hamm, Momentum Worldwide's chief creative and innovation officer. Brands should should impress upon the Connected Protagonist their authentic value, because the power of social media means brands can more easily reach a wider audience by going through Connected Protagonists instead of directly to the crowd. Adweek (10/15) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Marketers study geek chic at New York Comic Con
    Marketers descended upon New York Comic Con this past week, convinced that the super-fans dressed up as superheros represent the trendsetters and early adopters (as well as the coveted 18-to-34 male demographic). "It's like a massive 115,000-people focus group," said show manager Lance Fensterman. Marvel's Dan Buckley added, "These are people who live and breathe our products." The Wall Street Journal (10/15) LinkedInFacebookTwitterEmail this Story
  • Other News
  Technology 
  • Mercedes-Benz motors ahead with new mobile site
    A mobile website overhaul has boosted Mercedes-Benz's mobile traffic by 85%, with about half of visitors using the site to view information and images about particular vehicles. Tailoring the site to users' actual browsing habits was key to the overhaul, says marketing supervisor Derek Johnson. "People are not necessarily thinking about deep branding experiences on mobile. What they are looking for is getting information at their fingertips," he explains. Adweek (10/15) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Pitch Strategy for the Team: Proven Strategies to Increase Your New Business Win Rate
    Understanding what the prospect is really up to can make or break your pitch. Should you even engage? If so, what approach will best convert the business? The 4A's workshop "Pitch Strategy for the Team," sponsored by the 4A's Twin Cities Council on Nov. 7 in Minneapolis, is all about winning business. After you complete this all-day workshop, you will immediately begin making your competitive pitch engagements more strategic and engaging. From pitch discovery to capabilities sessions to final pitch presentations, you'll have contrarian strategies up your sleeves that will separate you from the pack and hook prospects in unexpected ways.

    Registration is available to both 4A's members and non-members. Visit the website to learn more and to register. LinkedInFacebookTwitterEmail this Story
  • 4A's "Best Practices Guidelines for Digital Media Audits" Released
    Members from the 4A's Digital Marketing and Media Agency Finance Committees joined together to develop "Best Practices Guidelines for Digital Media Audits" for advertisers that utilize audits as part of their governance approach to managing and monitoring digital media activities.

    "Best Practices Guidelines for Digital Media Audits" is structured to provide advertisers with important information about the way digital media transactions are planned, negotiated and executed. The publication suggests industry best practices and recommends constructive steps that advertisers can and should take to ensure that their media investments are effectively and efficiently planned, purchased and verified.

    This guide is free for members and is available at the 4A's bookstore! LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • Group wants parents to lobby for COPPA rule changes
    The Center for Digital Democracy and Commonsense Media is enlisting parents in an effort to pressure the Federal Trade Commission to continue with changes to the Children's Online Privacy Protection Act. The FTC is in the process of determining what constitutes an "operator" or a "website" as it pertains to collecting third-party data on children's sites. Groups such as the National Cable and Telecommunications Association and Motion Picture Association of America argue that further restrictions could have the unintended consequence of lessening children's content. Broadcasting & Cable (10/15) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
It is only in sorrow bad weather masters us; in joy we face the storm and defy it."
--Amelia Barr,
British novelist


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