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May 8, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • 4A's letter to the MPA reveals dearth of tablet data
    More details have emerged about the letter sent from the American Association of Advertising Agencies to the MPA concerning the need for more data on readership of magazines on tablets. The 4A's wants a breakout of single-issue and often complex subscription sales, a third-party measurement system and a template that would span all publishers. The group also requested a way of finding total reach stats that would include all interaction with specific brands and a disambiguation between digital and print editions, among other requests. MediaPost Communications/MediaDailyNews (5/7) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • Creative Week starts with candid talk about agencies
    Creative Week started with Pepsi brand manager Brad Jakeman saying that he would reduce PepsiCo's agency roster to one if he could and that Pepsi "had never really been managed as a global brand" before the recent attempt. Mark D'Arcy, Facebook director of global creative solutions, and Lee Stimmel of Columbia Records' in-house Creative Agency also kicked off the confab's first day. D'Arcy remarked that Facebook has no interest in supplanting agencies by working with clients directly. Adweek (5/7) LinkedInFacebookTwitterEmail this Story
  • Beneful billboards fetch viewers with digital dogs
    Beneful is playing with pedestrians in a unique motion-activated outdoor display that recognizes passers-by and encourages them to interact with digital dogs. Beneful's brand manager, Jamin Hemenway, compared the display to playing Xbox Kinect. ClickZ (5/7) LinkedInFacebookTwitterEmail this Story
  • ABC, Univision target Hispanic growth with news channel
    Walt Disney-owned ABC News and Univision are teaming on a 24-hour news station and associated website targeting English-speaking Hispanics. Carol Castillo-Frucher, investment director of OMD Latino, was among the ad executives seeing the move as positive: "[Univision's] growth is going to slow if they don't do this," she said. The Wall Street Journal (5/7), Los Angeles Times (tiered subscription model) (5/8) LinkedInFacebookTwitterEmail this Story
  • Other News
  Trends & Research 
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  Marketer News 
  • Pepsi makes a big decision: "Live for Now"
    Pepsi has chosen "Live for Now" as its global theme, indicating a shift back to leading trends and away from tapping into them, said Deepika Warrier, the company's marketing vice president in India. "The new positioning injects new energy into not only the brand but the people who work on it," said Richard Lee, chief marketing officer in China. "Who doesn't want to work on a brand that promises to capture the excitement of now?" Advertising Age (tiered subscription model) (5/7) LinkedInFacebookTwitterEmail this Story
  • Wal-Mart's shop-online, pay-in-store model offers unique benefits
    Wal-Mart's option of ordering goods online for cash payment and pickup in stores appreciates the paycheck-to-paycheck world of the "underbanked," writes Jonathan Salem Baskin. That could be an important component to the survival of brick-and-mortar retail in the future because it reverses the trend of online shoppers using retail stores as places to window-shop and not purchase, builds deeper brand relationships by connecting cost and value, and exercises corporate responsibility by obviating credit card debt, he writes. Advertising Age (tiered subscription model) (5/7) LinkedInFacebookTwitterEmail this Story
  • The Kleenex of blogs, Tumblr sees growing ad opportunity
    Tumblr's growth is so pronounced that it is on the cusp of becoming a generic word for "blog," according to eMarketer. The website passed the 50 million mark in March, and it tied with Pinterest for second place in January with 89 minutes per visitor worldwide, although it was still far behind Facebook's 405 minutes. eMarketer (5/7) LinkedInFacebookTwitterEmail this Story
  • Facebook may need mobile ads as weekday work-around
    Marketplace Ads via Sponsored Stories will take in half of brands' ad spending on Facebook by year's end, according to a Marin Software study. But a growing problem regarding ad views is the corporate blocking of Facebook in the workplace, leading to a continual drop in weekday viewing. Could the use of personal mobile devices to access Facebook provide a work-around? MediaPost Communications/Online Media Daily (5/7) LinkedInFacebookTwitterEmail this Story
  Association News 
  • First quarter 2012 Accounts in Review Analysis
    The 4A's maintains an analysis of published agency review/search activity. The 2012 Accounts in Review analysis includes:

    • The account in review, winner (if known), incumbent & finalists;
    • The nature of agency services that were reviewed;
    • Approximate billings and/or agency revenue/gross income;
    • The search consultant involved, if applicable; and
    • The marketer’s business sector, designated by 32 categories.

    The information is provided on a spreadsheet so that members can readily sort the data. Visit the 4A's Business Development Blog to download the latest AIR analysis.

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  • From Concept to Channel: Inspired Digital Strategy
    Fundamentally, there are three steps to understanding and implementing a successful digital strategy: a solid and deep understanding of the impact of technology on client business; thoughtful consideration and implementation of emerging communication strategy shifts; and the creation of a digital brand strategy involving clear objective setting, insight generation and leveraging the brand purpose. The 4A's professional development seminar "From Concept to Channel," May 18 in El Segundo, CA, will explore the digital ecosystem to see how brand marketing goals can be effected by their online strategy and identify the ways digital is changing the customer journey to purchase. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online. LinkedInFacebookTwitterEmail this Story
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The human mind treats a new idea the same way the body treats a strange protein; it rejects it."
--Peter Medawar,
Brazilian-British biologist

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