| January 16, 2013 | News for marketing professionals |
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- The Atlantic offers regrets over advertorial deal with Scientology
The Atlantic's online site has pulled an advertorial for Scientology after criticism from Salon.com, Gawker and other online sites, despite the piece being labeled "sponsored content." The Atlantic released a statement saying it had been exploring new forms of digital advertising, but "failed to update the policies that must govern the decisions we make along the way. ... We remain committed to and enthusiastic about innovation in digital advertising, but acknowledge -- sheepishly -- that we got ahead of ourselves." The Wall Street Journal/Speakeasy blog
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- Google wins USA Today competition for best print creative
Google's Creative Lab unit won the USA Today Print Advertising Competition that was held to coincide with the newspaper's redesign. The Lab's entry was a print ad for Google+ Hangouts as an alternative to real meeting spaces, featuring fictional edits to a story about the Dalai Lama being denied a visa, inserting language about his decision to join a Hangout instead. Industry observers noted the irony of Google -- a leader in the online advertising revolution that has so jeopardized the future of newspapers -- winning a competition for print advertising. The New York Times (tiered subscription model)
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- Wal-Mart looks to counter negative news with plan to hire vets
Wal-Mart has pledged that, starting on Memorial Day, it will hire any honorably discharged veteran who wants work, a move the drew a 69% favorable rating in Infegy's Social Radar. But much fewer people were buzzing about the announcement compared with more widely reported news of a Mexican bribery scandal and a wildcat strike initiated by some employees on Black Friday, according to Infegy. Although the company "will need a lot more good days to counter the impact from months of unfavorable publicity," sales have remained strong, Jack Neff writes. Bloomberg Businessweek
(1/15), Advertising Age (tiered subscription model)
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| Market Trends | | |
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- Disney plugs in Activision idea for action-figure mash-up game
Players will be able to mash up a host of past and present characters in Disney Interactive Studios' new Infinity video game. The concept is similar to Activision Blizzard's Skylanders game, which allows players to plug in real-life action figures for in-game use. Three characters will come with the starter kit, as Disney is banking on children wanting to collect a steady rollout of their favorite Disney figures. "We want to focus on products that are super high quality and that can be sustained and built on over time," says John Pleasants, Disney Interactive's co-president. The New York Times (tiered subscription model)/Media Decoder blog
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- Can Avis maintain Zipcar's trendiness?
Rivals and skeptics are wondering how Avis will market its acquisition of ride-sharing company Zipcar, which was met with skepticism on Facebook among the brand's fans. The brand has grown through a strong social media following and user evangelization, and Avis CEO Ronald Nelson said that the company is "committed to retaining the elements of the Zipcar brand and culture." But Avis hasn't exactly been at the forefront of social media brand-building, and "this might mean a learning curve ahead," writes Joan Voight. Adweek
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| People & Personalities | | |
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- Letterman may appear in another Super Bowl in-house promo
CBS has hinted that it might be prepping another promo for the Super Bowl starring David Letterman, who was featured in past spots that played off Letterman feuds with Oprah Winfrey and Jay Leno. Creative in-house promos have become a trend, writes Brian Steinberg. "CBS, NBC and Fox have all gone the extra mile in recent Super Bowls, running promos that make better use of humor and celebrity and stand much closer to the high-production-value ads from paying sponsors," he writes. Advertising Age (tiered subscription model)
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| AAF Spotlight | | |
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Mosaic Career Fairs
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 everyone! Mosaic Career Fairs are free for AAF College Chapter members. The 2013 Mosaic Career Fairs will be held on Feb. 6 in New York and on Feb. 21 in Chicago. Read more details.
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