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April 23, 2012
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News for the advertising, media, and marcom industries

  Top Story 
  • Honest Tea sets recycling challenge
    Honest Tea is launching a campaign to boost recycling rates, starting with a "Great Recycle" event April 30 in New York's Times Square. The initial goal is to recycle 45,000 bottles and cans. "Recycling rates are still low, so we were looking for something aggressive but still fun and engaging to deliver the message," said co-founder and chief executive Seth Goldman. The New York Times (tiered subscription model) (4/22) LinkedInFacebookTwitterEmail this Story
  Agency News 
  • 180LA injects outdoor action into Mitsubishi campaign
    Mitsubishi's Outlander Sport enjoyed a 17% year-over-year increase in sales in March, making the sport utility vehicle a star in the once-struggling automaker's lineup. Advertising through 180LA has emphasized driving in extreme conditions, and the automaker is placing a focus on test driving. "The Mitsubishi brand has always been about 'doing' and 'proving' in the real world, not just 'saying' and 'selling' in a marketing world," says Francine Harsini, director of advertising at Mitsubishi, in an interview here. MediaPost Communications/Marketing Daily (4/20) LinkedInFacebookTwitterEmail this Story
  • Revelations on marketing strategy from Target, Coca-Cola
    Insider videos from Target and Coca-Cola offer lessons in corporate transparency, according to Patrick Hanlon. A Target video shows how the company developed a belated boutique concept for "The Shops" and Coca-Cola explains its "liquid" marketing strategy, peeling back "the layers of their organization to reveal what's been working and what hasn't," Hanlon writes. Forbes (4/22) LinkedInFacebookTwitterEmail this Story
  • The woman behind Playboy's #FriskyFriday twittering
    Playboy has been successfully conducting a Twitter campaign in which women are asked to submit photos of themselves for a #FriskyFriday contest. The social media campaign was the brainchild of Playboy's social media manager, Allie Sullivan, interviewed here. (4/17) LinkedInFacebookTwitterEmail this Story
  • Discovery takes the "after show" to digital platforms
    Discovery Communications' Web properties are increasingly in demand, and the company's chief digital officer, Jean-Briac Perrette, is hunting for advertisers at the upfronts bargaining sessions. Touting "after show" properties that extend Discovery's television franchises online, Perrette says the company is developing a two-screen experience that exploits the popularity of mobile viewing, which already accounts for 15% of the network's digital content consumption. MediaPost Communications/Online Media Daily (4/20) LinkedInFacebookTwitterEmail this Story
  • Other News
  Trends & Research 
  • Spending on mobile search ads soared 221% in Q1
    Rapid adoption of tablets fueled a 221% spending surge in mobile search advertising in the first quarter, with two-thirds of ad budgets spent on tablet campaigns, according to IgnitionOne. The travel sector led, with spending up 59% compared with Q1 of 2011, topping the retail sector. eMarketer (4/23) LinkedInFacebookTwitterEmail this Story
  • In-app ads appear on verge of overtaking display ads in mobile
    In-app ads are likely to overtake display ads this year as the key drivers in mobile advertising, according to a Strategy Analytics report. Advertisers are expected to spend $2.9 billion on in-app ads this year, "a clear sign that apps are what consumers are glued to for an increasing range of activities," Strategy Analytics' David MacQueen said. Reuters (4/21) LinkedInFacebookTwitterEmail this Story
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  Marketer News 
  • Reebok tackles fitness footwear again
    Reebok is revamping its marketing message regarding muscle-toning footwear. The company ran afoul of the Federal Trade Commission for unsubstantiated claims and had to settle the issue just to move on, according to Reebok. New marketing "will not be as hyped as it was in the beginning. That's our job in the industry, to bring it to a reasonable level," Reebok's Martina Jahrbacher says. Advertising Age (tiered subscription model) (4/23) LinkedInFacebookTwitterEmail this Story
  • Rules for associating a color with a brand
    Brands continue to argue about whether they have the rights to specific colors, writes lawyer Robert Zelnick. The Owens-Corning strategy for successfully branding its insulation pink doesn't work for every company, but it's an interesting model, he contends. According to Zelnick, starting with a color that is arbitrary, not functional, and weaving it consistently into an advertising message (such as "What can Brown do for you?") may persuade courts considering the issue. Advertising Age (tiered subscription model) (4/23) LinkedInFacebookTwitterEmail this Story
  • Google's Mohan on measuring viewable impressions
    Google's adoption of television-like metrics for measuring ad effectiveness de-emphasizes the click and conversion as the standards, writes Michael Learmonth. Active View, for example, uses Interactive Advertising Bureau standards to measure viewable impressions. The long-term initiatives intend to "make sure that digital media is an environment that really works for brands," says Google vice president Neal Mohan in a video interview here. Advertising Age (tiered subscription model) (4/20) LinkedInFacebookTwitterEmail this Story
  Association News 
  • 2012 4A's Public Relations Conference: Last call for online registration!
    Online registration for the 4A's PR Conference: "Managing Brand Reputation in an Agile World—An Uncensored Conversation" closes tomorrow at 11:59 p.m., EDT. If you miss the deadline, you can also register onsite for the conference starting Thursday at 8:00 AM...but there will be an additional processing fee of $100 at the door. Take advantage of this final chance to lock in savings while also setting yourself up for two days of outstanding content, networking, and more. Review the complete program agenda and register online now at the PR Conference Web site. LinkedInFacebookTwitterEmail this Story
  • Leading the charge -- Senior Agency Management Skills for a Changing Industry
    Agency management has always been about getting things done and keeping clients happy. Sweeping industry changes, however, have altered the game, and senior agency leaders must have legitimate expertise based on new skill sets that are learned, not assumed. The 4A's Professional Development Seminar "Leading the Charge," May 1 in Kansas City, will provide in-depth guidance on the skills needed to lead in the current environment. 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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