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April 9, 2012
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News for the advertising, media, and marcom industries

  Top Story 
Learn how to activate data like a boss
Is your client asking you to use data to enhance their campaign performance? It's probably because data-driven campaigns perform better than their counterparts. Learn how to activate data like a pro and delight your client.
  Agency News 
  • AT&T tweaks message, keeping old elements and adding new ones
    AT&T will update its "Rethink Possible" image campaign today with a nod toward new smartphone Nokia Lumia 900 by incorporating the phrase "It's what you do with what we do" into consumer advertising. The campaign will include TV spots as well as a major presence on social networks and blogs. "The real innovation that's happening is what people are doing, and how people are dealing, with technology ... the unique ways they use it to make their lives better," AT&T Senior Vice President Esther Lee said. The New York Times (tiered subscription model) (4/8) LinkedInFacebookTwitterEmail this Story
  • Competition spurs strategies for Gillette
    Gillette, Procter & Gamble's razor brand, is adding a value message with a television ad showing a man using only one Fusion ProGlide cartridge in five weeks. Gillette, long a market leader, is facing increased competition from Schick and the new Dollar Shave Club, which take direct aim at Gillette's higher prices. Advertising Age (tiered subscription model) (4/9) LinkedInFacebookTwitterEmail this Story
  • Converting print ads to tablet format isn't easy
    Magazine advertisers are inconsistently adapting print ads for tablet display, according to Kantar. The average ratio of ads in print magazines to their Apple iPad edition is 60%, with a range of 10% to 150% converting to the digital format. Some advertisers, such as drugmakers, face different rules online than off, while others aren't prepared to craft creative that takes advantage of digital interactivity. MediaPost Communications/Online Media Daily (4/6) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Nielsen and comScore woo big brands with online-rating tools
    Nielsen and comScore are courting brands such as Procter & Gamble, Unilever, General Mills and Kraft Foods as they seek to popularize rival systems for rating online ads. Nielsen received Media Rating Council accreditation for Online Campaign Ratings, a tool that uses anonymous Facebook data to provide advertisers with demographic data. ComScore is closing in on accreditation for Validated Campaign Essentials, which includes a "viewability" measure to ensure ads are served in places where they're actually visible to consumers. Advertising Age (tiered subscription model) (4/9) LinkedInFacebookTwitterEmail this Story
  Sponsored Content 
Most Popular Headlines from Last Week
Results based on number of times each story was clicked by readers.

  Marketer News 
  • Etch A Sketch touts left and right knobs in new ads
    Rather than ignore its free media buzz, Ohio Arts is rushing out a new version of the Etch A Sketch toy to exploit a memorable aside made by one of presidential candidate Mitt Romney's handlers. The ad support by Team Detroit avoids political lean by pointing out that there is a left and right knob and a gray area in between. CNBC/Consumer Nation blog (4/2) LinkedInFacebookTwitterEmail this Story
  • Click prices concern Google watchers
    Google will be facing hard questions about cost-per-click in its earning calls later this week, analysts say. The rise of lower cost-per-click mobile advertising is good for advertisers but bad for the Internet giant, with Marin Software predicting a 25% increase in mobile paid search for Google this year, meaning it has to make up for the lower revenue via higher volume. The Wall Street Journal (4/9) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 2012 4A's PR Conference: What Happens When the Unthinkable Happens?
    JetBlue has been in the headlines recently following an extraordinary event. Why is it that the brand has come out relatively unscathed? That doesn't just happen by chance; it happens by design. Join JetBlue's Réal Hamilton-Romeo, Corporate Communications Manager, and Sebastian White, Internal Communications Director, for "Brand Evangelism: the New Buzzword for Internal Communications," at the 2012 4A's PR Conference, April 25-27 in New York. Réal and Sebastian will demonstrate just how and why JetBlue became one of our most highly valued and trusted brands.

    Visit the PR Conference website to review the complete program agenda and speaker profiles, and to register online.

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  • Account Management Workshop
    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," April 17 in Milwaukee, is built around a straightforward process that shows you how to handle opportunities and problems on your business. Participants will learn how to earn credibility with clients; how to organize work so you spend time where it has the greatest impact; and how to ensure that your career continues to grow.

    Registration is open to 4A's members and non-members. Visit our website to learn more about the program and to register online.

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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.
  Legislative & Regulatory 
  • FCC to vote on pushing nets to post political ad data
    Despite complaints from broadcasters about what they say will be an unnecessary paperwork hassle, the Federal Communications Commission is going forward on a vote that would require them to disclose spending on political TV ads online. ABC, NBC and Fox are among the nets complaining that the information is already available in files at local stations, and that the cost of compliance puts them at a disadvantage against cable, which is excluded from the public-disclosure requirement. The New York Times (tiered subscription model) (4/8), The Wall Street Journal (4/6) LinkedInFacebookTwitterEmail this Story
One cannot think well, love well, sleep well, if one has not dined well."
--Virginia Woolf,
British writer

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