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February 18, 2013
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News for the advertising, media, and marcom industries

  Top Story 
 
  • YouTube Ad Blitz winners show the triumph of quieter spots
    Ram's stirring tribute to farmers won YouTube's Ad Blitz Super Bowl contest, with the Budweiser baby Clydesdale spot and Samsung's "Next Big Thing" two-minute spot collecting silver and bronze, respectively. The Richards Group created the Ram spot, Anomaly crafted the second-place spot about the Clydesdale reunited with the rancher who raised it, and 72andSunny made the Samsung comedy with Seth Rogen, Paul Rudd and Bob Odenkirk. "Three of the five, including the top two, are heartwarming productions, rather than the broad comedy for which Super Bowl ads have generally become known," writes Tim Nudd. Adweek (2/16) LinkedInFacebookTwitterEmail this Story
FREE Guide: Build A Better Social Media Strategy!
Discover the new intelligent social media workflow being used by the biggest brands to optimize their social content and create more user engagement than ever before. Listening and publishing tools are only half the story, learn how brands and agencies have evolved to fill in the gaps and make listening, publishing and analysis work together. Download now!

  Agency News 
 
  • Ad agencies pile on to the "Harlem Shake" meme
    The "Harlem Shake" dance meme has "has gone international" in the ad world, writes Shareen Pathak, and despite one ad-industry columnist inveighing against the inevitable trend, it has also been adopted by Chili's, A&W and Pepsi, among other brands. Videos by TBWA Paris, Grey Moscow, DDB Barcelona and M&C Saatchi Johannesburg add to a roster of Harlem-shaking agencies that now exceeds 60. Advertising Age (tiered subscription model)/Adages blog (2/15) LinkedInFacebookTwitterEmail this Story
  • Other News
A smart marketer's guide to great calls to action
What's the best button color? What copy gets more clicks? In this guide, you'll learn how the right button color, copy, shape and placement can skyrocket your click rates. Get the guide now!

  Creative 
 
  • Reebok promotes real people with a "Fire" for fitness in campaign
    Reebok is using more realistic looking exercisers in its "Live With Fire" campaign, which includes yoga and dance to appeal to women as well as walking to promote CrossFit shoes for everyday athletes. "We're not featuring the aspirational actions of today's superstar millionaires in this campaign; we're celebrating individuals who find purpose by pursuing their passions," says Yan Martin, vice president of brand marketing. The campaign began last week with a spot on ESPN and will continue with print, digital, out-of-home and experiential efforts. MediaPost Communications/Marketing Daily (2/15) LinkedInFacebookTwitterEmail this Story
Marketing Writing Bootcamp – a must-have for any marketer
If you're tasked with writing of any type, you need to check out Marketing Writing Bootcamp. This entirely online course is available on-demand on your computer, tablet or mobile phone. Guaranteed to improve your writing in all areas, this is one course you won't want to miss! Save $200 with code SMARTBRIEF.

  Media 
 
  • Focus on cruise-ship rescue pays off for CNN
    CNN's strategy of focusing its coverage Thursday around the rescue of a stranded cruise ship in the Gulf of Mexico lifted its ratings over MSNBC and closed the gap with Fox News. CNN in prime time was up 62% to 1.03 million viewers on average from 8 to 11 p.m., compared with MSNBC, with 867,000 viewers on average, and Fox, with 2.14 million on average. CNN for the whole day scored 632,000 viewers on average, a 50% jump over a typical Thursday, compared with 535,000 for MSNBC and 1.38 million for Fox. The New York Times (tiered subscription model)/Media Decoder blog (2/15), Adweek (2/15) LinkedInFacebookTwitterEmail this Story
Marketers: Does Your Media Partner Really Know Digital?
It's critical that your sales & media partners understand the rapidly changing digital landscape. The IAB Certification program measures the baseline knowledge required in digital advertising. It ensures you're working with educated professionals to build trust deeper & maximize your media dollars. Learn more.

  Trends & Research 
  • Nielsen: Wine world would gladly toast the next big innovation
    Craft beers and new beer flavors and brands are cutting into wine sales, according to Nielsen. The wine industry's growth slowed to 1.5% last year, down from 4% in 2011, while beer and liquor were up 2% each, despite encouraging trends such as wine sold at Starbucks and a 23.5% jump in New Zealand's wine business. "I keep saying, 'What is the next big thing?' And I don't know what the magical answer is. ... Beer and spirits are doing a lot [of innovation] right now and I think that's helping them," says Danny Brager, Nielsen's vice president and group client director of the beverage-alcohol team. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
Pat Croce Reveals His Insights for Acting on Your Passion
If you're ready to "get your butt off the couch and get into the game of life," it's time to get inspired by this successful entrepreneur and leadership expert. Read the featured article.

  Marketer News 
  Technology 
  • Social is the weak point for Google's ad-tech stack, execs say
    Google's DoubleClick Digital Marketing platform is a powerful ad-tech stack that can significantly streamline ad-buyers' workflow, agency executives say. Still, there are some weak points: DDM lacks serious social-ad capabilities and isn't likely to get access to Facebook's API anytime soon. "We need social integration," says DoubleClick sales chief Sean Downey. Adweek (2/16) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 2013 MAIP Agency Application Deadline Extended
      
    The deadline to participate in MAIP and select this generation's Face of Talent has been extended until this Friday, Feb. 22! Forty years ago, the Multicultural Advertising Intern Program began exposing multicultural students to the world of advertising. Since then, MAIP has matured into a brand that affects the lives of more than 100 students annually.

    The 2013 MAIP Agency Application is now available, and we hope you can join this industry initiative by taking part as a participating host agency. Read more information. LinkedInFacebookTwitterEmail this Story

  • Webinar Alert -- Demystify the Creative Brief
    Members and nonmembers can sign themselves up for delivering effective and efficient creative briefs in 2013. On Feb. 28, Open Mind Strategy CEO Robin Hafitz will host this 4A's webinar that will show you how to write a creative brief that is inspiring. She will also present real-world examples that will leave you with practical takeaways and tell you five essential questions to ask before starting your creative brief. This is the perfect event for account planners, creatives, and marketers.

    Register today. LinkedInFacebookTwitterEmail this Story
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  Hot Topics 

Top five news stories selected by 4A's SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  SmartQuote 
You will become as small as your controlling desire; as great as your dominant aspiration."
--James Allen,
British author


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