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October 19, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Brand spots reflect a more cynical election season
    Ads crafted for the quadrennial election season are taking an increasingly sardonic, even cynical tone, reflecting the larger political climate. One BBDO New York spot shows two politicians verbally duking it out at a FedEx Office. Mars ads for Snickers make light of voters' rationale. And Mullen's campaign for JetBlue builds a contest around threats by partisans to leave the country should the wrong man be elected president. The New York Times (tiered subscription model) (10/18) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Pfizer's consolidation of global creative to cut down roster
    Pfizer is consolidating global creative within WPP, Omnicom Group and Publicis Groupe, after a review. The move will eliminate a number of independent agencies that had been working with the pharma giant, as well as Havas' Euro Life, Dentsu's mcgarrybowen and Interpublic's McCann Humancare. Pfizer spends more than $2 billion on advertising in the U.S., according to Ad Age's DataCenter. Advertising Age (tiered subscription model) (10/18) LinkedInFacebookTwitterEmail this Story
  Creative 
  • Planters partners with Zipcar on NUT-rition promotion
    Planters has targeted the car-sharing company Zipcar to promote NUT-rition Peanut Butter through a Starcom campaign. Citing the adventurous character of the Zipcar demographic, the ad invites riders to take an adventure in suggested locations and upload a proof-of-trip photo with designated hashtags via Instagram. Winners get a Zipcar credit. Planters is sampling 9,000 jars in Zipcars and offering coupons to those taking their "Daring Detours." MediaPost Communications/Marketing Daily (10/18) LinkedInFacebookTwitterEmail this Story
  • Spike TV spotlights conjoined twins in ad
    Hungry Man has produced a 2.5-minute-long mockumentary-style ad about conjoined twins Dan and Ethan Duffy for Spike TV. "The idea came from us wanting to show the contrast between someone that was exposed to Spike TV and someone that wasn't -- so conjoined twins that were facing separate directions made perfect sense," said Justin Warias, who writes for Hungry Man. Adweek (10/18) LinkedInFacebookTwitterEmail this Story
  Media 
  • Newsweek declares an end to long life in print
    With 1.5 million subscribers, Newsweek is becoming the largest publication yet to abandon print with its decision to stop the presses at the end of the year. The move will mean staff reductions as the magazine goes entirely digital as the paid-subscription Newsweek Global, though some Newsweek content will also appear on the free Daily Beast website. The decision brings to an end an era that began for Newsweek in 1933 but has seen print circulation and ad pages drop with the onset of the digital age. The Wall Street Journal (10/18), The New York Times (tiered subscription model)/Media Decoder blog (10/18) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • 3 reasons viewability isn't a silver bullet
    Viewability is the latest digital-marketing buzzword, but high-quality viewable ads might not be the panacea some are hoping for, writes Phillip Pieper. Tracking viewability will drive up advertising costs as publishers compensate for revenues lost to unviewed ads, and crude viewability metrics won't help brands make their campaigns more engaging or eye-catching. "As in print, so in digital: The best decisions come when advertisers understand the ad environments they are about to enter," Pieper writes. Advertising Age (tiered subscription model)/DigitalNext blog (10/18) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Bravo, HGTV, cable nets will be focus of Fab.com effort
    Design e-commerce site Fab.com, following a successful six-market test, on Nov. 7 will launch a six-week TV campaign valued at $8 million. The effort will be focused on Bravo, HGTV, Discovery, Travel Channel and other national lifestyle-oriented cable networks. Fab, which projects revenue of $150 million in 2012, also has earmarked $25 million for Facebook ads. Forbes (10/18) LinkedInFacebookTwitterEmail this Story
  Technology 
  • P&G's Tide takes its NFL "Colors" mobile
    Tide is streaming its "Show Us Your Colors" spots -- which tie in with the NFL -- within ABC News' iPhone application. The strategy of expanding beyond television and online is a good one for consumer packaged goods, said Nikao Yang of AdColony. "Brands intent on winning in their respective product categories are placing an increasing importance on mobile video as a complement to TV and online campaigns to form a truly cohesive three-prong, multichannel strategy," said Yang, who is not affiliated with the campaign. Mobile Marketer (10/19) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Strategy for Account Managers: Develop and Hone Your Strategic Skills
    To optimize the effectiveness of an advertising campaign, recognizing the importance of strategy is vital. This workshop, taking place in Atlanta on Nov. 8, puts strategy into focus by allowing participants to expand their knowledge base in order to approach strategic development as a leader, manager or practitioner.

    Registration is open to 4A's members and non-members. Visit our website to learn more about this workshop and register. LinkedInFacebookTwitterEmail this Story
  • Ad-Supported Video on Demand Directory Is Now Available
    The Collaborative Alliance Think Tank invited the key stakeholders in the realm to outline barriers, both real and misperceived, that have stultified the acceptance of ad-supported VOD and worked toward advancing its value proposition to the media community. Issues discussed included dynamic ad insertion, C3 and C7+, transparency, program and commercial viewing, metrics (i.e., demographics), program naming by operators for missed impression calculations, workflow (e.g., proposals, contracts, billing, trafficking and posting) and general marketplace awareness.

    What resulted was the creation of an agnostic "work-in-progress" directory of ad-supported video on demand channels available to the media community (e.g., planners, buyers, marketers, researchers and content providers) for the purpose of generating a single-source reference to help build awareness of the vast array of participating programmers and opportunities for marketers.

    Download your copy of Ad-Supported Video on Demand Directory. The Directory is also available from the MediaOcean and Rentrak websites. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
Not all those who wander are lost."
--J.R.R. Tolkien,
British writer, poet, philologist and professor


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