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October 4, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Facebook marks 1 billion users with Wieden+Kennedy spot
    Facebook is marking its billionth-user milestone with a film that artfully brings together all the ways that people make connections with others in their lives. The Wieden+Kennedy effort conveys the message "that we as humans exist to connect, and we at Facebook to facilitate and enable that process. We make the tools and services that allow people to feel human, get together, open up," said Rebecca Van Dyck, Facebook's head of consumer marketing. Advertising Age (tiered subscription model) (10/4) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Execs: Future of media looks bleak if left to procurement
    Ad agency holding company executives sounded off on procurement departments, which they say are stifling innovation in media planning, buying and selling. MDC Partners CEO Miles Nadal and Aegis Media chief executive Nigel Morris were among the panelist at MediaPost's "Future of Media" Advertising Week event. Nadal says that procurement departments cut agency fees to the point where they can't invest in research and development, and Morris added that the emphasis on cost-cutting has brands thinking of marketing departments as cost centers rather than investors in media innovation. MediaPost Communications/MediaDailyNews (10/3) LinkedInFacebookTwitterEmail this Story
  • Grey's Tor Myhren keeps fun in high-stakes advertising
    Grey's Tor Myhren has bounced back from a disastrous Cadillac ad for the 2006 Super Bowl to score a years-long hit with E*Trade's talking baby. The high stakes of Super Bowl advertising make it a nail-biting gamble, Myhren says, "but at the same time, we should not take ourselves too seriously. Part of my job is to have fun and to create fun brands that people can relate to." Adweek (10/3) LinkedInFacebookTwitterEmail this Story
  • Other News
  Creative 
  • Expedia backs marriage equality with a touching story
    A long-form spot from Expedia and 180LA tells the story of a father as he passes from anguish to acceptance of his daughter's upcoming marriage to a woman. The ad, which ends with the father flying to his daughter's wedding, extends Expedia's longtime support of gay rights. Adweek (10/3) LinkedInFacebookTwitterEmail this Story
  Media 
  • USAToday.com ad-measurement project is rolled out
    Gannett's USA TODAY is teaming with comScore to reassure advertisers that ads on USAToday.com are being seen. The site will use comScore's Validated Campaign Essentials and Digital Analytix Monetization tools to guarantee for advertisers that their ads have reached the target audience. "Gannett's vision is to make our digital audience the advertiser's audience by bringing all of the marketers' best assets to our site experience, rather than requiring someone to click off to another site," said David Payne, Gannett's chief digital officer. NetNewsCheck.com (10/3), MediaPost Communications/MediaDailyNews (10/3) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Rob Schwartz: Great campaigns tell archetypal stories
    TBWA\Chiat\Day Global Creative President Rob Schwartz, at an Advertising Week event in New York, outlined the archetypal storytelling elements essential to great campaigns. Schwartz said effective stories include at least one of seven basic elements. As examples, he cited Chrysler's "Imported from Detroit" as a "rags to riches" story and IBM's "Let's Build a Smarter Planet" campaign as a "quest" tale, among others. MediaPost Communications/Marketing Daily (10/3) LinkedInFacebookTwitterEmail this Story
  Marketer News 
  • Selling the rest of the C-suite on wacky concepts
    Keeping "the cost-to-weirdness ratio" low was one of the strategies revealed in an Advertising Week session in which brand marketers told of how they sold offbeat campaign ideas to their C-suite peers. Unilever's Axe was liberated by wacky, successful spots from rival Old Spice that had proved to work on male youth, and Kia aimed its dancing-hamster commercials at millennials who thought the car company "was selling Swedish furniture," said marketing executive Michael Sprague. The New York Times (tiered subscription model) (10/3) LinkedInFacebookTwitterEmail this Story
  • Mondelez wants its brand teams in mobile-startup mode
    Mondelez International, the new global snack company formed after Kraft split into two, has announced an initiative to help launch startup mobile companies -- as well as create them "from scratch." The company's Mobile Futures program, unveiled Wednesday at the Mobile Marketing Association's SM2 conference, will tap a network of incubators and venture capital firms to launch selected startups within 90 days. Teams from Mondelez brands, which include Oreo, Trident and Ritz, will then work with startups on developing new ventures. "Our goal is to become one of the top mobile marketers in the world," said Bonin Bough, vice president for global media and consumer engagement. Advertising Age (tiered subscription model) (10/3), BrandChannel.com (10/3) LinkedInFacebookTwitterEmail this Story
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  Technology 
  • Twitter Surveys lets brands keep tabs on their customers
    Twitter is rolling out Twitter Surveys, a new brand-research tool that lets marketers create in-tweet mini-surveys of between one and five questions. The surveys can be targeted to users based on whether they've previously received Promoted Tweets from the brand, and are expected to have an engagement rate of between 1% and 3%. "There's been [an issue] in the industry for brand research when it comes to low response rates. ... This solves a big problem," says revenue chief Adam Bain. Adweek (10/3) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 4A's Strategy Festival: Oct. 24 to 26, New York
    Strategists need to have expertise in many different areas, the ability to lead their clients to creative ideas, to bring fresh breakthrough thinking that doesn't get bogged down by complexity, and to do it in almost real time. At the 2012 4A's Strategy Festival, you'll find both inspiration and practical application to help you hone the skills you'll need to deliver the groundbreaking work your clients expect. Develop your pitch and promote your ideas in John Marshall Roberts' hands-on workshop. Challenge your inner change agent as Made By Many's Tim Malbon shares lessons from the startup world. Question former planners turned client-side marketers on their perspective after "switching sides."

    Visit the Strategy Festival site to learn more about the event and register. LinkedInFacebookTwitterEmail this Story
  • How to Lead Clients, Grow Accounts and Partner with Creatives
    What is your strategy for growing the accounts you work on? The 4A's "Account Management Workshop," Oct. 10 in Louisville, Ky., is built around a straightforward process that shows you how to handle business opportunities and problems. Learn how to earn credibility with clients and how to organize work so you spend time where it has the greatest impact. Most of all, learn how to ensure that your career continues to grow.

    Registration is open to both 4A's members and non-members. Visit our website to learn more about the program and register! LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
I start with the premise that the function of leadership is to produce more leaders, not more followers."
--Ralph Nader,
American political activist, author, lecturer and attorney


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