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January 14, 2013
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News for the advertising, media, and marcom industries

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  • Anheuser-Busch details a Super Bowl mix of comedy and drama
    Anheuser-Busch's decision to introduce Budweiser Black Crown and Beck's Sapphire to a typically distracted Super Bowl audience this year was governed by their success last year in launching Bud Light Platinum, said Paul Chibe, vice president for U.S. marketing. Anomaly will create two spots for Black Crown as well as a "heartwarming" 60-second spot for Bud featuring Clydesdale horses, Chibe said. Translation will craft two 60-second Bud Light spots based on the current football-related "Superstition" campaign, and Mother's London office is creating the Beck's Sapphire spot, which will treat the new brand "like a jeweler would launch a rare jewelry brand," Chibe added. The New York Times (tiered subscription model)/Media Decoder blog (1/11) LinkedInFacebookTwitterEmail this Story
  • Hilton partners with The Onion for Web campaign
    Hilton has recruited The Onion's humorists for a social media and Web campaign aimed at convincing young workers that they need a vacation. Visitors to Hilton's custom website can access humorous cartoons diagnosing them with workplace maladies such as "cubiclophobia" and "yellow Post-it fever," and prescribing Hilton vacations to cure their affliction. "It differentiates Hilton in a key, positive way. ... You don't see anybody else doing this," says brand consultant Irma Zandl. The New York Times (tiered subscription model) (1/13) LinkedInFacebookTwitterEmail this Story
  • GEICO goes for laughs with "Portlandia" spot
    GEICO is running an ad throughout the current season of IFC's "Portlandia" that riffs on the comedy series' previous skit mocking the farm-to-table trend. The idea behind the "Piglandia" clip was "to stand out in a cluttered insurance marketplace and create something that people could relate to and find entertaining," according to a spokesperson for GEICO marketing agency Horizon Media. Adweek (1/11) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Food companies are not expected to trim marketing
    With food prices expected to rise 3% to 5% this year, marketing budgets are expected to stay fairly stable, said analyst Erin Lash of Morningstar. "I haven't heard any companies discuss cutting marketing budgets at this time," she said. "From our perspective, investing behind product innovation and marketing support are essential to ensuring that brands stand out from other national players as well as private-label offerings." Advertising Age (tiered subscription model) (1/14) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Mars builds the "anticipation bubble" for M&M's in Super Bowl
    Marketers for candy company Mars say that the M&M's brand will go against the prevailing trend of releasing Super Bowl spots early for buzz, and instead will stick with the old model of building an "anticipation bubble" for seeing the spot for the first time during the game. The BBDO ad will emphasize the quality of the chocolate with the tagline "Better with M," but won't introduce a new character as last year's spot did with Ms. Brown. "We are continuing with what we call our surprise-and-delight approach," says Roy Benin, chief consumer officer at Mars. Advertising Age (tiered subscription model) (1/11) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Talent & Development: Final Call for 2013 New York Institute of Advanced Advertising Studies
    The deadline for the 2013 New York Institute of Advanced Advertising Studies closes Tuesday, Jan. 15, so don't miss this chance to sign up. For more than 25 years, the 4A's New York IAAS has been training the city's best and the brightest in the advertising agency business. Many of today's top agency executives are IAAS graduates. IAAS is the perfect vehicle for the next generation of advertising leaders because students develop skills by working on an actual client assignment in a team environment to gain real-world experience within the advertising industry. This year's client is serveĀ® from American Express.

    The course runs from Jan. 22 to May 14. Register today. LinkedInFacebookTwitterEmail this Story
  • Webinar Alert -- Working Together When You're Apart: Navigating the Virtual Workplace
    Join us for the first 4A's webinar of the year! Make sure you keep your New Year's resolution and become more effective working remotely in 2013. This webinar on Jan. 17 will reveal a set of best practices for navigating the virtual workforce, including tips for solidifying a foundation of trust and giving and receiving feedback remotely. Led by Brad Karsh, founder of JB Training Solutions, you will learn how to set clear goals and outline a communication plan, so every employee has clarity to be more productive -- even from a distance.

    This webinar is open to members and non-members. Save a spot today. LinkedInFacebookTwitterEmail this Story
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Top five news stories selected by 4A's SmartBrief readers in the past week.

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  Legislative & Regulatory 
  • New law lets Netflix users share their video-rental data
    President Barack Obama last week signed into law a measure allowing online movie-rental services to give users the option of sharing their viewing habits via third-party social networks. That could open up a slew of new marketing and social media options for services such as Netflix. "This new law is truly pro-consumer and places the decision of whether or not to share video rentals with one's friends squarely in the hands of the consumer," said Rep. Bob Goodlatte, R-Va., chair of the House Judiciary Committee. Adweek (1/11) LinkedInFacebookTwitterEmail this Story
You will do foolish things, but do them with enthusiasm."
--Sidonie-Gabrielle Colette,
French novelist and performer

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