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October 8, 2012
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News for the advertising, media, and marcom industries

  Top Story 
Undertone Video - Play at a Higher Level
When it comes to video advertising, all views are not created equal. That's why at Undertone we've developed three effective and fully transparent ways to buy digital video, each designed to meet specific advertiser objectives. Undertone Video: it's time to Play at a Higher Level.
  Agency News 
Create effective mobile ad experiences
Touch in mobile ads improve brand perception, create feelings of connections & increase purchase intent. Learn more about the value of using the senses to engage audiences. Download the study from IPG Media Labs, Immersion and Magna.
  • Brad Pitt seduces Chanel No. 5 in first male-fronted spot
    A Chanel commercial features Brad Pitt sweet-talking what turns out to be a bottle of Chanel No. 5 perfume, the first time a male spokesman has pitched one of Chanel's female fragrances. "To keep a legend fresh, you always have to change its point of view," says Chanel Fragrance & Beauty President Andrea d'Avack. "We think very much that the perfume is a seduction between a man, a woman and the perfume." Pitt reportedly cost the brand $7 million, but d'Avack says the company is willing to invest to keep No. 5 its No. 1 fragrance. Women's Wear Daily (subscription required) (10/5) LinkedInFacebookTwitterEmail this Story
What’s trending in Marketing & Advertising?
SmartBrief editors have analyzed the topics currently trending across marketing and advertising. Stay ahead of Q4 and get the 10 top-clicked news stories so far in 2017. View topics.
  • Google doubles down on YouTube channels strategy
    Google is pouring another $200 million into YouTube's themed channels, double last year's $100 million investment. It's hoped the availability of channels catering to niche interest groups, in conjunction with YouTube's well-developed ad-sales infrastructure, will turn the video site into a lucrative marketing space. "That's their secret sauce, a huge sales force all over the world," said Jim Louderback, CEO of Revision3, which will run a tech channel on the site. The New York Times (tiered subscription model) (10/7), The Wall Street Journal (10/8) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Media habits differ for industry pros, average consumer
    Industry professionals have remarkably different personal media consumption habits than those they buy and plan for, potentially influencing the way they see the media world, according to a study by Media Behavior Institute. Media pros "spent 53% of their waking day interacting with email, versus 20% for the general population, and they spent 28% accessing the Internet versus 15% for average consumers," writes Joe Mandese. Media pros were only half as likely as the average consumer to listen to radio, the study showed. MediaPost Communications/MediaDailyNews (10/5) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Chris Harris: Mobile media struggles to get its own budget
    Mobile is having trouble carving out its own media budget allocation, says Chris Harris, senior vice president and group director at Ryan Partnership. "Sometimes a barrier becomes moving money from something tried-and-true to something that [brands] don't have a lot of experience with," he says. The mobile challenge in the retail space is that mobile-related technology "isn't consistent from retailer to retailer and isn't widely available from retailer to retailer. So it becomes a partnership with one key retailer," Harris says. MediaPost Communications/Online Media Daily (10/5) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Dead Doesn't Always Mean Dead When It Comes to the 4A's Philly Council's Dead Work Awards
    Join us for a night where we will breathe life back into dead work that was entered in the 4A's Philadelphia Council's Dead Work Awards. The awards celebrate the work of creatives in the Philadelphia region. The show (more of a wake, actually) will be held at The Mütter Museum on Oct. 10.

    Read more information and get tickets. LinkedInFacebookTwitterEmail this Story
  • How to Lead Clients, Grow Accounts and Partner with Creatives
    What is your strategy for growing the accounts you work on? The 4A's "Account Management Workshop," Oct. 10 in Louisville, Ky., is built around a straightforward process that shows you how to handle business opportunities and problems. Learn how to earn credibility with clients and how to organize work so you spend time where it has the greatest impact. Most of all, learn how to ensure that your career continues to grow.

    Registration is open to both 4A's members and non-members. Visit our website to learn more about the program and register! LinkedInFacebookTwitterEmail this Story
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  Hot Topics 

Top five news stories selected by 4A's SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  Legislative & Regulatory 
  • Program-access rules come to an end
    Federal rules prohibiting cable providers from having exclusive deals with networks they own ended Friday in favor of a system in which rivals will be able to submit an individual complaint if they believe they are being unfairly denied access to content. Satcasters, telecoms and Google wanted to keep the program-access rules, but major cable providers said they were no longer needed because of the high level of competition and their need to generate high viewership to maintain ad revenues and subscription fees. The Wall Street Journal (10/5) LinkedInFacebookTwitterEmail this Story
The ability to deal with people is as purchasable a commodity as sugar or coffee and I will pay more for that ability than for any other under the sun."
--John D. Rockefeller,
American industrialist and philanthropist

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