Digital agencies consider their future at SXSW | Red Tettemer puts its "master crayon carver" to work for new hires | Why Carlsberg's friendship check is genuinely moving
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March 14, 2013
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Execs: Social fans matter but engagement matters more
Social-marketing numbers matter -- not the quantity of friends amassed, but rather the number that interact with the brand, according to panelists at the 4A's Transformation conference. "We do believe that people's best customers should be their fans. ... But it's not about getting more fans than your competitor because that's a chase to the bottom," says Blake Chandlee, Facebook's vice president of global partnerships. Adweek (3/13)
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Digital agencies consider their future at SXSW
With brands becoming more comfortable with forging direct bonds with tech startups, some SXSW attendees were questioning digital agencies' continuing role in connecting the two, writes John McDermott. "The general sentiment among tech entrepreneurs at SXSW was that we're experiencing 'the beginning of the end' for digital agencies," McDermott writes. R/GA's Kyle Bunch says digital agencies need to "work with startups to make the pie bigger rather than fight over the same slice." Advertising Age (tiered subscription model) (3/13)
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Best practices to unlock your customer journey
A robust registration strategy is a key part of digital transformation. Learn the best practices for using registration to understand customer journeys and drive digital transformation in this white paper from Altimeter Principal Analyst Charlene Li.
Why Carlsberg's friendship check is genuinely moving
A video for Carlsberg beer shows men supposedly losing in a poker game and phoning close friends for a bailout in the early hours of the morning. When the friends arrive, they are greeted by a staged, seedy scene before a crowd toasting their loyalty and courage is revealed. "[W]hat's clear with this one film is that Carlsberg has deftly positioned itself not as an obtusely 'social beer,' but as something far more meaningful: as the beer for actual friends," writes Will Burns. Forbes (3/13)
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Gatorade picks another winner from product-history barrel
The latest TBWA\Chiat\Day spot for Gatorade draws on its sports history much like Element 79's mid-2000s spots did, writes David Gianatasio. The authenticity of the brand as an icon of winning "gives Gatorade a shared meaning that transcends its sporty origins and helps ads like these appeal to anyone hoping to catch lightning in a bottle," Gianatasio writes. Adweek/AdFreak blog (3/13)
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Publishers to take up New York Times' Ricochet ad service
Ad Age, Conde Nast and Time Inc.'s People are among those that will soon be tapping into The New York Times' Ricochet ad-sharing technology. Ricochet allows advertisers to select specific editorial content being shared across the Internet to which their ads will be attached. The service is the first from the Times' R&D Ventures to be offered to other publishers. Advertising Age (tiered subscription model) (3/13)
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Trends & Research
Gartner: Corporate websites still rule the digital roost
Corporate websites are considered more important to a company's digital marketing success than social media or online advertising, according to a Gartner survey of marketers from companies with more than $500 million in revenue. Mobile marketing, analytics and a company's blog ranked at the bottom. "The survey results suggest that the corporate website will not be displaced anytime soon by a brand's social media presence," says Gartner Research Director Bill Gassman. TechCrunch (3/13)
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Marketer News
Samsung's flash mob in Times Square attracts a crowd
Samsung unleashed a dancing flash mob in New York's Times Square to promote the impending release of the Galaxy S IV. The dancers assembled a box with the words "Be ready 4 the next Galaxy." Mashable writer Anita Li calls the flash mob "cheesy" and "ill-advised." Mashable (3/13)
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Saks' omnichannel "Evolution" grows the brand amid change
Saks Fifth Avenue's "Project Evolution" marketing and merchandising initiative is credited with growing the brand to the point of happy confusion. "There's so much integration between store and online sales that we can't report the numbers separately; they just don't make sense because we are moving inventory from one to another all the time," CEO Stephen Sadove said in a presentation to the Bank of America Merrill Lynch Retail & Consumer Conference. MediaPost Communications/Marketing Daily (3/13)
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Association News
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2011 Television Production Cost Survey Available
Hot off the presses, this year's 4A's Television Production Cost Survey includes in-depth reports and analysis of television commercial costs during 2011 to help you make more informed decisions. The information reflects figures from 4A's agencies that submitted data on national commercials and is updated annually in the third quarter.

This important survey is just $40 for members and $150 for non-members. Order your copy today!
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Success is a lousy teacher. It seduces smart people into thinking they can't lose."
-- Bill Gates,
American businessman
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