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December 6, 2012News for marketing professionals

  Breaking News 
  • E-cigarette commercials relight the creative imagination
    Marketers of smokeless e-cigarettes are crafting campaigns reminiscent of the days of unrestricted tobacco ads, writes Stuart Elliott. Commercials from Njoy King ("Cigarettes, you've met your match") and Blu eCigs ("Rise from the ashes") are backed by multimillion-dollar budgets. But so far only cable outlets and local broadcast stations have accepted the spots, even though e-cigarettes are non-tobacco products and are therefore free from ad restrictions. The New York Times (tiered subscription model) (12/5) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Gap uses outdoor, in-cinema strategy to reach millennials
    Gap leaned heavily on out-of-home ad placement at strategic locations in 2012 to reach the millennial generation. The brand placed ads close to stores as well as in high-traffic areas such as Central Park kiosks and Los Angeles beaches, said Chris Gayton, senior director of marketing and brand management. The brand is also rolling out cinema ads that use text-messaged codes to deliver offers. MediaPost Communications/MediaDailyNews (12/5) LinkedInFacebookTwitterEmail this Story
  • Starbucks grocery store displays boost sales in test markets
    Starbucks is testing grocery store end caps modeled after the coffee chain's decor. The displays in 12 cities use wooden borders and fake-tile backsplashes to mimic the warm interior of a coffee shop and let the Starbucks products stand out in the coffee section. Jeff Hansberry, Starbucks' president of channel development and emerging brands, says the special end caps are selling coffee products at two to three times the normal rate. The Wall Street Journal (12/5) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Cleaning brands tidy up ad pitches to recognize shared duties
    Some household cleaning brands are crafting more masculinized campaigns for their products, recognizing the reality that men are doing more household chores but women still feel uncomfortable trusting them with the work. Procter & Gamble has a "Man Up, Clean Up" campaign for Swiffer, Tide Pods are pitched as goof-proof for inexperienced launderers, and some boxes of Tide sport a photo of football icon Drew Brees. The Wall Street Journal (12/4) LinkedInFacebookTwitterEmail this Story
  • Soft sloganeering is no substitute for a tangible brand promise
    Is "think bravely" -- marketing that is "brave, passionate and collaborative" -- the next creative mantra? One business school dean thinks so, writes Al Ries. But, as Apple discovered when sales tanked during its "Think different" period, thinking differently is no substitute for acting differently. Soft emotional slogans such as those favored by automotive brands (Ford: "Go further") are not nearly as effective as those that make a tangible brand promise (M&M's: "Melts in your mouth ... not in your hand"), Ries writes. Advertising Age (tiered subscription model)/CMO Strategy blog (12/5) LinkedInFacebookTwitterEmail this Story
  • Old Navy's BuzzFeed takeover includes interactive holiday cheer
    An Old Navy homepage takeover of BuzzFeed via AKQA encouraged users to "Deck the Web" pages by applying Christmas-related iconography to websites and sharing the pages. "We were trying to make something endearing and engaging for the holidays that matched other things Old Navy was doing," said BuzzFeed Chief Creative Officer Jeff Greenspan. The brand has also purchased a series of eight sponsored posts to promote holiday sales. ClickZ (12/5) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  People & Personalities 
  • Ryan Seacrest takes controlling interest in marketing firm
    Ryan Seacrest has purchased a controlling interest in the marketing firm Civic Entertainment Group. "Part of my overall goal in the business is to connect content, brands and consumers," Seacrest says. Stuart Ruderfer and David Cohn will continue to run the shop, which helped create the CNN Grill and NBC's Education Nation. "I think a lot of people have aspired to bring Hollywood together with excellent marketing services. I think this is genuinely fulfilling that promise," says Ruderfer. The New York Times (tiered subscription model) (12/5) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • Mosaic Career Fairs 2013
    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 all that would like to attend.

    Mosaic Career Fairs are free for AAF College Chapter members. Information for the 2013 Mosaic Career Fairs is available now.

    Wednesday, Feb. 6, 2013
    The Roosevelt Hotel
    New York

    Leo Burnett
    Thursday, Feb. 21, 2013
    DePaul University at Lincoln Park -- Student Center
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Advertising lives in a fishbowl."
--Morris Hite, member, Advertising Hall of Fame

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