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December 5, 2012News for marketing professionals

  Breaking News 
  • Alex Bogusky will take SodaStream to its first Super Bowl
    SodaStream International has purchased time in the upcoming Super Bowl, a first for the upstart brand, positioning the home soda dispenser against two of the game's biggest sponsors, Coca-Cola and Pepsi. The commercial will be created by Common, with agency co-founders Alex Bogusky and Rob Schuham expected to contribute. Current spots for SodaStream tout formulas that mimic the taste of famous soft drinks and play on the environmental friendliness of saving bottles from landfills. The New York Times (tiered subscription model)/Media Decoder blog (12/4) LinkedInFacebookTwitterEmail this Story
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  Company News 
  • Estee Lauder smells growth with Essenze men's fragrance
    Estee Lauder is making a play for men with a new prestige fragrance called Essenze, produced by Italian menswear designer Ermenegildo Zegna. The company's fragrance line is still languishing at pre-recession levels, and Estee Lauder wants to tap into the growth potential of the men's fragrance category. "There is definitely a lot more opportunity on the men's side," says analyst Karen Grant of the NPD Group. Reuters (12/4) LinkedInFacebookTwitterEmail this Story
  • Dell forms group to turn in-house social listening into a service
    Dell is preparing to sell social media consultancy services, putting it up against digital agencies, enterprise-oriented businesses such as Salesforce, and potentially its own agency, WPP's Team Dell. Chief Marketing Officer Karen Quintos says the new group extends from Dell's own social efforts, including a social "listening" center, and aligns with a shift to service offerings. "They want to reposition themselves away from being the PC-based hardware provider into a more strategic business services provider," says Forrester analyst Peter O'Neill. Advertising Age (tiered subscription model) (12/4) LinkedInFacebookTwitterEmail this Story
  • Pandora downgrades forecast, blames "cautious" advertisers
    Pandora will post a greater-than-expected full-year loss due to increased caution from advertisers, the company said Tuesday, sending its share price tumbling. The forecast came despite a 112% increase in mobile ad sales during the third quarter. "There are concerns about the effect the 'fiscal cliff' will have on growth. ... When our clients are cautious, we have to be cautious," said CEO Joe Kennedy. Bloomberg Businessweek (12/5) LinkedInFacebookTwitterEmail this Story
  • Other News
Agency Secrets to Doubling Client Revenue
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  Market Trends 
  • The fall -- and coming rise -- of mobile video
    Brands are spurning mobile video marketing in favor of alternatives such as SMS messages, QR codes and augmented-reality applications, writes Rimma Kats. That could change as new technologies filter back into the online-video sphere, and as marketers find smarter ways to place and target video offerings. "The mobile video marketplace is certainly in the midst of an important evolutionary step," Kats writes. Mobile Marketer (12/4) LinkedInFacebookTwitterEmail this Story
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  • Mercedes-Benz gives thanks, shows off CLS with Facebook video
    After reaching 9 million Facebook fans, Mercedes-Benz is celebrating with an exclusive "painting with light" video showing off its CLS sedan. The video features thank-you messages to the brand's fans, and ends with an invitation to "join the conversation" on the social network. "Taking the time to develop a special video of thanks is a class act that reflects a classy brand," says John Casey of FreshFluff. Luxury Daily (12/4) LinkedInFacebookTwitterEmail this Story

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  Featured Content 

  Multicultural Marketing 
  • In Miami, "multicultural is the general market"
    Being in the Miami agency world is "like living in Latin America, but with security and infrastructure," says Cynthia McFarlane, president of Saatchi & Saatchi's Latin America network and chief executive of the Hispanic shop Conill. Boasting the fourth-largest U.S. Hispanic population and 10 of the top 50 Hispanic shops, Miami is poised to pass the tipping point when the "general market is multicultural and the new multicultural is the general market," says Bravo Group's Eric Hoyt. Advertising Age (tiered subscription model) (12/4) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • Andy Glaser: Purity Vodka is the trend, not faddish flavors
    Andy Glaser, the former Heineken and Moet Hennessy marketer who is now chief executive officer at Purity Vodka, is hunting Grey Goose with new ads. Digital and print ads cheekily recommend Grey Goose for those who like cranberry juice in their vodka, explaining that Purity is best enjoyed "straight up or on the rocks." Marketing of Purity will rely upon its craft origins in Sweden and the skills of Master Blender Thomas Kuuttanen, and not on the exotic-flavors trend, which Glaser in this interview calls a "bubble [that's] going to burst." Advertising Age (tiered subscription model) (12/4) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • Mosaic Career Fairs 2013
    The objective of the Mosaic Career Fairs is the same as the Most Promising Program -- to connect top minority talent with leading advertising/marketing and communications companies that are seeking to hire entry-level candidates. Minorities are encouraged to participate, however this career fair is open to all that would like to attend.

    Mosaic Career Fairs are free for AAF College Chapter members. Information for the 2013 Mosaic Career Fairs is available now.

    Wednesday, Feb. 6, 2013
    The Roosevelt Hotel
    New York

    Leo Burnett
    Thursday, Feb. 21, 2013
    DePaul University at Lincoln Park -- Student Center
    LinkedInFacebookTwitterEmail this Story
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The good ideas are all hammered out in agony by individuals, not spewed out by groups."
--Charles Brower, member, Advertising Hall of Fame

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