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April 25, 2012
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News for the advertising, media, and marcom industries

  Top Story 
 
The State of Email Marketing for Agencies
Check out this infographic summarizing research from 130+ agencies on the state of email marketing. See trends in how agencies are using email marketing to grow business and deliver results for clients. Download the infographic now
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  Agency News 
 
  • Protagonist wins North America business for Lavazza coffee
    Protagonist will be the lead agency in North America for Italy's Lavazza, marking a first in the market for the coffee brand. The agency will perform creative, strategic and social media functions for Lavazza and work with public relations firm Susan Magrino Agency as well as Upshot, an in-store specialist. Adweek (4/24) LinkedInFacebookTwitterEmail this Story
Is Your Agency Prepared for What’s Next?
Just as technology drives change, it also provides the tools to cope with that change. Agencies can now draw on cloud-based solutions for insight into consumers, clients and trends. In this report, you'll find how technology can enable innovation and agility—two keys for success in the coming years. Download here to see if your team is ready for what's next.
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  Creative 
  • Zippo looks to music fans to light its fire
    In homage to the habit of using hand-held lighters to call for concert encores, Zippo has started sponsoring musical events such as the Avalanche tour featuring Shinedown. Zippo's campaign through Cenergy will include concert signage, "Tweet & Greet Tweetstakes," social media selling and online merchandizing to capture a younger demographic for the venerable lighter brand. MediaPost Communications/Marketing Daily (4/24) LinkedInFacebookTwitterEmail this Story
  • April is the new July for anxious Olympic marketers
    Procter & Gamble, Kellogg and 7UP-family products are among the brands with Olympic-athlete packaging coming out well in advance of the Summer Games in London in an attempt to extend their costly Olympic sponsorships. Swimmer Summer Sanders is the first of eight athletes who get the coveted Corn Flakes box treatment, and volleyball player Kerri Walsh is already pushing Pampers online. USA TODAY (4/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  Media 
  • Aspire signs ad deals with Chrysler, L'Oreal, Nationwide Insurance
    Three major brands -- Chrysler Group, L'Oreal USA and Nationwide Insurance -- have signed on as initial sponsors of Aspire, the new Comcast-backed cable network for black audiences being launched by Magic Johnson. The marketers will be the exclusive advertisers in their categories through next year and will be entitled to bonuses, such as having Johnson make appearances at employee and customer events and getting to integrate their brands into the channel's content. The New York Times (tiered subscription model) (4/24) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Millennials see loss of simplicity in rise of social
    A global study by Euro RSCG Worldwide finds widespread distrust of digital technology and concern over privacy issues. The millennial generation was particularly critical of new media, with 70% criticizing a lack of privacy and one-third saying that the rise of social networks has, on the whole, made them less satisfied with life. That generation has become wistful about what they see as a loss of "simplicity, intellectuality and strong ties to nature's rhythms," said BETC Euro RSCG's Marianne Hurstel. MediaPost Communications/Marketing Daily (4/23) LinkedInFacebookTwitterEmail this Story
  • The fresh, pimpled face of the smartphone user
    As the price of smartphones declines, the demographic of those using them is expected to skew younger, according to an eMarketer study. More than half of teens 12 to 17 are expected to own a smartphone by 2014, and segmented by ethnicity, 55% of all U.S. Hispanics will be aboard. Android and Apple platforms should continue to dominate in the near future. eMarketer (4/25) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Content marketing, from radio to digital
    Content marketing was pioneered by Procter & Gamble in the 1930s, when the company launched radio shows aimed at women, which later migrated to television as long-running soap operas. In 2011, P&G introduced an online version of a soap opera, Man of the House, and digital content marketing is considered a powerful marketing tool for startups and established companies alike. Forbes (4/24) LinkedInFacebookTwitterEmail this Story
  • Skechers leads the field with a short, nonexclusive endorsement deal
    Skechers' endorsement deal with runner Meb Keflezighi has the potential to change standard contracts into something more favorable to the track and field athlete. Keflezighi's deal with Skechers allows the New York City Marathon winner to wear the logos of other brands on his running clothes, releasing him from exclusivity, and does not contain an out clause for poor performance, meaning a losing streak won't necessarily end of his Skechers contract, which only runs from 2011 to next year. The Wall Street Journal (4/24) LinkedInFacebookTwitterEmail this Story
  Technology 
  • AOL's new shows include Twitter co-founder's interviews
    AOL tried to entice media buyers at its Digital Content Newfronts session with original, short-form scripted series as well as a nonscripted offering that features Twitter co-founder Biz Stone interviewing famous people. Pitching for the female audience, "Fetching" is a drama about a former lawyer who opens a doggie day care center, and "Little Women Big Cars" is a celebrity-driven show about soccer moms. Advertising Age (tiered subscription model) (4/24) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Do you have an advertising-related legal question?
    The 4A's Legal Consultation Program is now in its 12th year. Within the parameters of the program, members may call upon some of the country's leading advertising and marketing communications law firms for answers to advertising-related questions, at no cost. The feedback from the participating law firms and the 4A's members who have utilized this service has been excellent and, as such, we would like to take this opportunity to remind 4A's members of this value-added program and to provide you an updated list of participating law firms. Visit the 4A's Web site to learn more about this program, and to download the list of participating firms. LinkedInFacebookTwitterEmail this Story
  • Managing Up and Sideways -- How to Make Things Happen When You’re Not in Charge
    During the 4A's Webinar "Managing Up and Sideways," May 3, participants will learn specific actions they can take to inform, motivate, inspire and direct other people when they have no formal authority. Topics to be explored include how to develop a relationship of mutual advantage with people who don't report to you; how to examine your own actions to check for inadvertent insensitivity to others' needs; and when to take issues up the line for resolution. Special pricing options are available for single viewer, conference room, and full agency registrations. Visit the 4A's Web site to learn more and to register online. LinkedInFacebookTwitterEmail this Story
Learn more about 4A's ->Homepage  |  Upcoming Events  |  4A's Career Center  |  4A's Bookstore

  Legislative & Regulatory 
  • Net neutrality's a killer, Diller tells Senate panel
    A handful of digital industry executives, including former television executive Barry Diller, testified before the Senate Committee on Commerce, Science and Transportation, calling for a revamp of regulations pertaining to media and telecommunications to reflect new technology. Diller especially took aim at the prospect of so-called net neutrality, saying that such regulatory framework would lead to an "absolute crushing of any competitive force." Los Angeles Times/Company Town blog (tiered subscription model) (4/24), Bloomberg (4/24) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Opportunity is missed by most people because it is dressed in overalls and looks like work."
--Thomas Edison,
American inventor


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