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December 19, 2012News for marketing professionals

  Breaking News 
  • A new formula for Heineken starts with leaving the brew alone
    Heineken is looking toward a future in which the urbanization trend will favor premium brands. The brewer's annual convention in Amsterdam took up the perennial problem of how to make a venerable brew taste palatable to all-important youth drinkers. The answer is not in changing the unchangeable formula, but in surrounding the brand with emotional resonance and associating it with fun, as it did during the Olympics by hosting a Heineken House party place, says Alexis Nasard, chief commercial officer. "Brands should not be governed by a committee. Don't let too many people decide about it," Nasard says. The Wall Street Journal (12/18) LinkedInFacebookTwitterEmail this Story
Get Creative: 10 Ways to Think Outside the Box
No matter your business, smart solutions come from out-of-the-box thinking. We all know creativity is king, but are you doing all you can to inspire and encourage creativity in your staff? Read the article and learn 10 ways to inspire creativity at your office.

  Company News 
 
  • Tide Pods surge forward with a focus on efficiency over price
    Procter & Gamble says sales of its single-dose laundry detergent Tide Pods will surpass $500 million in its first year. The Pods, which came to market in February, command 73% of the single-dose market. The Pods don't come cheap, and no price promotions were offered during the launch year, so marketing has focused on the value that the Pods provide through efficiency, according to this article. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story
  • Facebook to bring video ads to users' news feeds
    Facebook is taking aim at brands' TV ad budgets with a new move to bring video advertising to its users' news feeds. The new video-ad product, which will likely be introduced in the first half of 2013, is expected feature auto-playing video clips that expand to fill much of the available on-screen real estate. The clips will likely be capped at 15 seconds, which could lead brands to experiment with shorter video clips elsewhere on the Web. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story
  • Other News
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  Market Trends 
  • "Gossip Girl" offered companies stylish tech product demos
    The CW show "Gossip Girl," which ended its run this week, had been a boon for high-tech advertisers seeking sophisticated product integration. Verizon Wireless won exclusivity in a four-way battle against rivals to place phones on the show. Microsoft and Hewlett-Packard also jockeyed for position because the show went beyond brand recognition to product demonstration in a world of evolving technology. "It was really about showing features on a device. We [usually] do about between six and eight scenes in a season of 'Gossip Girl' ... where the characters are using their devices," says Barbra Robin of the CW. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story

  Interactive 
  • Truvia consumer contest becomes a B2B bonanza
    Truvia's Facebook-orchestrated Turning the Town Truvia contest, where the brand asked fans to say where they'd like to see the sugar substitute, has garnered 35,000 leads and increased Facebook fandom 25%. The campaign has also had a practical business-to-business effect as well, convincing Hilton Atlanta, Hilton Boston Logan Airport, Biaggi's in Chicago and the Fireman Hospitality Group, among others, to adopt the brand. ClickZ (12/18) LinkedInFacebookTwitterEmail this Story
  Featured Content 
 

  People & Personalities 
  AAF Spotlight 
  • AAF Thought Leadership Forum: Utilizing New Technology in Advertising
    Digital 101 + 102

    With the constant evolution of digital technology and a seemingly endless array of tactical resources for advertisers to employ, it is imperative that industry professionals not only familiarize themselves with these resources, but learn how to capitalize on them as well. In April 2013 the AAF will launch its latest Thought Leadership Forum: Utilizing New Technology in Advertising -- a two-part, interactive discussion focused on digital advertising. Through its diverse network of corporate advertisers, media companies, advertising agencies and advertising service providers, the AAF will bring together some of advertising's most influential thought leaders to discuss these topics and more! LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • Netflix social-sharing bill passes House without e-mail provision
    The House has passed a bill backed by Netflix that would allow Facebook users to share video-viewing habits, but privacy advocates are unhappy that a revision to e-mail laws wasn't approved as part of the House's legislation. A provision passed in the Senate version of the bill required law-enforcement authorities to obtain a search warrant before reading e-mails older than 180 days, but that was stripped out in a House committee and is unlikely to be revisited in this session of Congress. "We shouldn't do privacy reform piecemeal. We can't give priority to special interests," says ACLU counsel Chris Calabrese. Bloomberg (12/18) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance."
--George P. Rowell, member, Advertising Hall of Fame

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