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April 12, 2012
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  Agency News 
  • Grok wins Zicam with category-shifting creative
    Grok has won Zicam creative following a review, succeeding incumbent Cramer-Krasselt. The client lauded the shop for the "presentation of a unique category shift." Parent Matrixx Initiatives spent about $20 million in measured media on the brand last year, per Nielsen. Adweek (4/11) LinkedInFacebookTwitterEmail this Story
  • Philips Norelco hosts playoff-beard face offs
    Philips Norelco is taking advantage of the National Hockey League tradition of the "playoff beard" with a marketing campaign that will include a beard-growing contest between former NHL stars Jeremy Roenick and Mike Modano. The company is marketing locally at the arenas themselves in pacts with the Rangers, Penguins, Blues, Red Wings and Predators. MediaPost Communications/Marketing Daily (4/11) LinkedInFacebookTwitterEmail this Story
  • Farmers slaps its Twitter hashtag on NASCAR racer
    A Twitter hashtag for Farmers Insurance has made its way to the NASCAR racetrack in time for a Fox broadcast Saturday night. The "#Farmers5" hashtag will appear on the bumper of Kasey Kahne's No. 5 car and on his helmet and pit wall. ClickZ (4/11) LinkedInFacebookTwitterEmail this Story
  • Cloud-based music streaming reveals rays of ad sunshine
    Cloud-based music streaming companies show promise for reviving the battered music industry. Billboard has added such services as Spotify and Slacker to its Hot 100, and the digital streaming curve is up this year through March 4 while digital track sales are down, per Nielsen. Media spending is also robust, with $293.7 million in 2011 going to domestic Internet radio and on-demand streaming services, per AccuStream, and eMarketer predicting U.S. mobile music ad revenue to reach $591.5 million in 2015. eMarketer (4/12) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Marketers notice Asian-American growth in the U.S.
    Asian-Americans are the country's fastest-growing minority, and the most fragmented 5%, according to census data. But the wealthier, better-educated group is attracting advertisers such as Honda and luxury-car makers, and Asian-American actors are increasingly showing up in ads, according to this BBC video report. BBC (4/10) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Edgy razor startup takes to the Internet
    The upstart Dollar Shave Club is using Facebook and Twitter to build buzz and raise capital. The e-commerce rival to higher-priced razor companies has raised $1 million for its plan to selling razor blades online for a monthly fee. The startup has Euro-competition from newcomers RazWar and King of Shaves Co. of the U.K. The Wall Street Journal (4/11) LinkedInFacebookTwitterEmail this Story
  • Coke machine in Singapore use hugs as currency
    A Coca-Cola vending machine in Singapore has twisted the company's iconic logo to say "hug me" instead of "Coca-Cola." The machines use hugs as currency, and must be squeezed in a specific way to dispense the soft drinks. Forbes (4/11) LinkedInFacebookTwitterEmail this Story
  • Could Near Match be the next Google game changer?
    Coming off an earnings miss, including a decline in cost per click of 8%, Google's Near Match couldn't be better timed to be another game changer, Chris Copeland writes. According to Google, Near Match extends the reach of "Exact and Phrase Match keywords to cover plural, misspelling, close rewrite, abbreviation and acronym variants only," which the company predicted will lead to a volume increase of 6.5% in click and 9.8% in impression. Advertising Age (tiered subscription model)/DigitalNext blog (4/11) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Research Insights: Marketing to Moms
    American moms are now nearly 85 million strong, and they are typically working, older, better educated, and more diverse than ever before. With an estimated $1.7 trillion in spending power, the family's chief purchasing officer influences an estimated 85% of household buying decisions. The 4A's member bulletin "Research Insights: Marketing to Moms" brief provides insights on the shifting attitudes, behavior and priorities of moms today, including a colorful infographic snapshot.

    This research is available only to 4A's members. Log onto our website to download the bulletin.

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  • What Today's Clients Want Most From Their Agencies
    The 4A's Webinar "What Today's Clients Want Most From Their Agencies," April 20, explores how both agencies and marketers define the major drivers of "value" in the relationship. We'll explore why some value dynamics are much more important than others, including using unorthodox methods to understand the consumer and developing solutions that can be integrated into multiple communications channels, and creating a collaborative environment in which the best ideas emerge.

    Special pricing options are available for single viewer, conference room, and full agency registrations. Visit the 4A's website to learn more and to register online.

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--William Faulkner,
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