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February 15, 2013
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News for the advertising, media, and marcom industries

  Top Story 
  • Film about ad campaign that toppled a dictator is up for an Oscar
    Chilean dictator Augusto Pinochet met his end in large part as a result of an ad campaign that's the subject of the Oscar-nominated film "No." Filmmaker Pablo Larrain remembers the 1988 campaign, which came in response to Pinochet's referendum on his rule. One key to the success of the opposition was the nature of the campaign, which rather than dwelling on the oppressive nature of the coup-installed regime, focused on the bright and upbeat possibilities for a free Chile, Larrain says. FastCoCreate (2/14) LinkedInFacebookTwitterEmail this Story
PBS has always been uncluttered and category exclusive for sponsors
Clutter and commercial loads are the talk of the upfronts. At PBS, low commercial clutter and uninterrupted content have always been our approach, with just two 60-second, category-exclusive sponsor pods per episode, and uninterrupted content in between. Corporate sponsors stand out on PBS. Learn more.
  Agency News 
  • Levy predicts that digital will again lead Publicis in 2013
    Publicis Groupe CEO Maurice Levy says that he expects digital business -- already accounting for a third of the holding company's sales -- to continue to be the major driver of growth this year. Publicis saw its net profit rise 23% in 2012, and the company in 2013 plans to exceed the $605 million they spent on acquisitions this past year. The Wall Street Journal (2/14) LinkedInFacebookTwitterEmail this Story
7 Tips from Industry Leaders on Dynamic Content
In this free guide, see 7 simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way. Grab your copy to find out: How top brands like Netflix and Amazon use dynamic content. Get the guide
  • Wisk looks to put the Web in a "state of detergency"
    Wisk is running a series of online-only videos and interactive ads by MDC Partners' Union in Toronto that aim to convince consumers that even clothes that appear clean can be tainted with invisible sweat and body oil. The campaign is an attempt to leverage the Web to level the playing field with Tide, the market leader, which spends $107.6 million on marketing to Wisk's $3 million. An actor plays a filmmaker at the center of the ads, shot in documentary-style, declaring "a state of detergency" and asking "what about the stains that you can't see?" The New York Times (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
  • Golf Channel is TV venue for FootJoy promos
    FootJoy, a golf apparel brand, has unveiled a multiplatform effort built around the tagline "FJ. The Mark of a Player." The campaign includes a trio of TV spots by Innocean USA that are airing on the Golf Channel, built around golfers' "unbreakable emotional bond with the game," says Innocean Executive Creative Director Greg Braun. MediaPost Communications/Marketing Daily (2/14) LinkedInFacebookTwitterEmail this Story
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  • YouTube channel FreddieW seems ready for prime time
    FreddieW, a YouTube channel that promises "sweet vids with rad FX," shows the potential of video outlets to achieve true mainstream appeal. The channel has 4.6 million subscribers and has notched nearly 800 million views. On the financial side, the channel has signed Dodge as the sponsor of the second season of its "Video Game High School" series, and has generated $808,341 in funding through Kickstarter. Adweek (2/14) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Analysis: Buffett's Heinz is not likely to become a big ad spender
    Berkshire Hathaway's acquisition of Heinz is unlikely to become another GEICO that shakes up the advertising world, analysts say. The brand is No. 1 in ketchup, but spent less than $50 million on advertising in 2011, per Kantar Media, even though it houses Ore-Ida, Smart Ones and Classico. Berkshire Hathaway Chairman and CEO Warren Buffett says he is deferring to his partner on the deal, 3G Capital Management, for day-to-day management, but Heinz President and CEO William Johnson predicts the company will be used as a means to acquire other global food assets. Advertising Age (tiered subscription model)/CMO Strategy blog (2/14) LinkedInFacebookTwitterEmail this Story
  • Nike pulls sprinter's "bullet" ad after murder charge
    A Nike print ad featuring Olympic runner and accused murderer Oscar Pistorius with the copy "I am the bullet in the chamber" has been pulled, and several commentators are questioning the common use of such metaphors in sports marketing. "Is weaponry and violence too serious of a metaphor to employ so casually in marketing?" asked Yahoo Sports blogger Jay Busbee. The athlete nicknamed "Blade Runner" for his prosthetic legs has been accused of shooting his model girlfriend Reeva Steenkamp. Nike declined to comment other than express sympathy to "all families," and Oakley and BP Global, who also employ the runner as a pitchman, said they were "shocked" by the news. Advertising Age (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
  • PepsiCo sees healthy gains after raising marketing budget
    Despite a slight decline in domestic soda volume, PepsiCo's 17% fourth-quarter profit gain was widely hailed as a sign that chief executive Indra Nooyi's turnaround plan is working. The brand increased its marketing budget between $500 million and $600 million, as PepsiCo's Americas beverage segment rose 2.5%. Nooyi hinted that a formulation change might be in the offing. "We have some promising projects that are going through the [Food and Drug Administration] review process that, once commercialized, could potentially alter the trajectory of our cola business in a meaningful way," she said. The Wall Street Journal (2/14) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Sponsorship Opportunities Available for Transformation: The Idea Effect
    Become a sponsor at one of the biggest industry conferences of 2013 alongside Google, Hulu and The New York Times. Transformation LA had more than 1,000 attendees. Now Transformation is back for its fourth year and runs March 10 to 13 in New Orleans.

    A host of major advertisers, along with senior agency and media executives, are on the 2013 conference schedule including: Marc Pritchard, global brand building officer at Procter & Gamble, Betsy Webb, general manager of media and agency management at Microsoft, Bill Koenigsberg, president and CEO of Horizon Media, and Jo Ann Ross, president of network sales at CBS. Visit the Transformation:The Idea Effect website for information about becoming a sponsor today. LinkedInFacebookTwitterEmail this Story
  • Strategy For Account Managers: How to Develop and Hone Your Strategic Skills
    Polish your strategic skill set in this hands-on workshop, sponsored by the 4A's Northeastern Ohio Council on March 20. You'll learn essential strategy development tips, including how to write a new business pitch and strategic alignment best practices. Hosted by Robin Hafitz, one of the first American practitioners of account planning, this seminar, at The Club at Key Center, was designed to help mid- and senior-level account managers at marketing communications firms.

    Register today. LinkedInFacebookTwitterEmail this Story
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--Albert Einstein,
German-born theoretical physicist

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