Mullen promises Honda more emotion in Acura advertising | Data-ownership fights are breaking out among agencies, clients | Kirshenbaum spots for Nike spread skateboarder's myth
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March 25, 2013
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AT&T spots let creative kids "go a bit weird"
BBDO Atlanta's commercials for AT&T's "It's not complicated" campaign have become a sensation by unleashing the imagination of the first-grader, writes Ann-Christine Diaz. The team rolled out a variation for the NCAA basketball tournament where a little girl's example of doing two things at once becomes a discussion about the "pickle roll." The spots are scripted as a backup to guided improv, but the spontaneous material is always best, the spots' creatives say. "I've found it's best to let things go a bit weird before butting in," says Jorma Taccone, the commercial's director. Advertising Age (tiered subscription model) (3/25)
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Agency News
Mullen promises Honda more emotion in Acura advertising
Mullen promised to inject more emotion and stay on message in order to win Honda's Acura account over incumbent RPA. Mullen's presentation included a diorama with a camera previewing how spots would look. American Honda Chief Marketing Officer Mike Accavitti says Mullen will help to fill the "gap between the customer perception of what Acura is, and the luxury that is in our cars." Advertising Age (tiered subscription model) (3/25)
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Data-ownership fights are breaking out among agencies, clients
Marketers and agencies are increasingly getting embroiled in fights over the ownership of data generated, collected and used during online campaigns, Alexandra Bruell writes. Some clients inadvertently sign away their data ownership to agencies; others wage long and ugly battles to win back the data generated by their campaigns. "It's not good business" for agencies to pick fights over campaign data, says Michael Brunick of IPG's Mediabrands Audience Platform. "Clients should own their data, and we should have the rights to use that data on the clients' behalf." Advertising Age (tiered subscription model) (3/25)
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Kirshenbaum spots for Nike spread skateboarder's myth
Kirshenbaum Bond Senecal + Partners has slid onto the Nike roster with a commercial featuring pro skateboarder Eric Koston. The spot, which touts the second shoe to come out of Nike's Koston line, features celebrities such as Tiger Woods spreading the legend of the skateboarder's exploits. Adweek (3/22)
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Broadcast nets could see upfronts turn upside down
The broadcast-television upfront might be down this year, ad-sales analysts say. Magna Global predicts that even though the total TV upfront take might be up about 2%, broadcast networks' volume could fall 2% while cable's share rises 5%. "More TV ad dollars are expected to move to cable channels, a shift that has accelerated in the past couple of years. But both broadcast and cable television are facing more intense competition from online media, including Web video outlets," write Suzanne Vranica and William Launder. The Wall Street Journal (3/24)
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Sundance Channel sees growth potential in being ad-driven net
Sundance Channel's decision to become an ad-supported network could be a boon for marketers trying to reach its higher-income, 25-to-54 audience, said Jon Dobbin, director of client services for KSL Media. AMC Networks, Sundance's parent, plans to invest more cash in the channel to increase its original programming and expand beyond its current base of 50.2 million homes. Adweek (3/24)
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Trends & Research
Nurturing a big spot means more than timing the reveal
Brands that pre-released a spot made for the Super Bowl or Oscars got a bigger impact from viral sharing than brands withholding them until the big show, but those marketers who nurtured engagement got better results still, says Ammiel Kamon, Kontera's executive vice president for marketing and mobile. "There was no detrimental effect to pre-releasing. But of the 11 brands who released early and created more elaborate ways to involve the online community in the weeks leading to the game? Online brand consumption increased on average 210% for the month," Kamon says. MediaPost Communications/Marketing Daily (3/22)
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Marketer News
Pepsi shake-up includes more design changes, flexible use of logo
The first Pepsi bottle redesign in 16 years will be followed by a redesign of most of the associated touch points, including coolers, trucks, packaging and in-store marketing materials, writes Natalie Zmuda. The brand will employ a strategy of "strategic variance" when it comes to using the red, white and blue logo introduced in 2008 -- it will be unmistakable despite being referenced in several distinct variations, according to Brad Jakeman, president of the global beverages group. Advertising Age (tiered subscription model) (3/25)
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Association News
Congrats to O'Toole Award Winners
Please join us in wishing a big congratulations to all of our O'Toole Award Winners at Transformation: The Idea Effect, including the new awards for Media Excellence. The Media Award winners are: Large Media Agency: Mediacom; Mid-Sized Media Agency: Colle+McVoy and Hill Holliday (tie); Small Media Agency: Grupo Gallegos.

We would also like to extend a big congratulations to all of our Creative Award winners: O'TooleBox: BBDO New York; Large Creative Agency: BBDO New York; Mid-Sized Media Agency: BBH New York; Small Media Agency: mono.

Read all of the details.
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A thing is mighty big when time and distance cannot shrink it."
-- Zora Neale Hurston,
American author
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