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DIY, NFL Network viewers are more likely to buy advertised products | Edelman aims at inspiring consumers with new global practice | WPP boosts revenue forecast based on Asia, Latin America results
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April 27, 2012
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DIY, NFL Network viewers are more likely to buy advertised products
Viewers of DIY Network, PBS Kids Sprout and NFL Network are most likely to purchase products seen on TV ads, Beta Research has found. Also scoring well in terms of purchasing likelihood were viewers of Food Network, Disney XD, Nick Jr. and HGTV.
MediaPost Communications/MediaDailyNews (4/26) 
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Agency News
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Edelman aims at inspiring consumers with new global practice
Purpose-driven marketing that reveals a brand's motivations beyond the bottom line is the focus for PR agency Edelman's new global practice group for social responsibility and sustainability. Carol Cone, named to head up the new practice, said that purpose is about standing for something that inspires consumers. This in turn can create consumer "advocates for the brands."
The New York Times (free-article access for SmartBrief readers)/Media Decoder blog (4/26) 
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Creative
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Sauza Tequila fireman stokes YouTube views
A provocative campaign for Sauza Blue Tequila has become a viral hit for agency Euro RSCG Chicago, garnering 656,000 hits on YouTube in 10 days. The two-minute video uses a buff fireman in a double entendre monologue about helping out women who come to him for assistance, but who ends up delivering drink recipes.
MediaPost Communications/Marketing Daily (4/26) 
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Supercuts mixes musical cuts with hair stylings
Supercuts' new campaign highlights emerging musical artists by using a documentary style to show members of the groups getting their hair styled at Supercuts. GMR Marketing and Element 79's "Rock the Cut" campaign "rests on the idea that there's immense marketing power in pairing everyday brands with something as emotional and provocative as music," says GMR's Jamie Hannah.
Forbes/CMO Strategy blog (4/26) 
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Will the "newfronts" persuade marketers to open their wallets?
The Digital Content NewFronts are proving a hit, with Web platforms eager to pitch themselves to brands, and marketers saying they're ready to invest serious money in digital video outreach. It's unclear how much of brands' $70 billion TV-advertising budget will be diverted into online video, but online video is increasingly being seen as a powerful marketing tool. The "newfronts" were originally conceived as a way "to beat a drum for change," said Mark Beeching, chief creative and strategy officer at Digitas, but "now, it's servicing a need."
The New York Times (free-article access for SmartBrief readers) (4/26) 
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Content-driven ad platform Ricochet debuts from NYT's R&D Ventures
The New York Times Co.'s R&D Ventures introduced a product called Ricochet that helps brands drive readers to articles related to their business, where ads tied to that brand await the consumer. Links to Ricochet-enabled stories can be distributed via social network. SAP already signed on to use the format, which is expected to become a self-serve platform. "This is an entirely new concept in digital marketing that creates a whole new class of inventory: socially driven inventory," said Michael Zimbalist, vice president of research and development at The New York Times Co.
Advertising Age (tiered subscription model) (4/26),  PaidContent.org (4/26),  The Wall Street Journal (tiered subscription model)/Digits blog (4/26) 
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Business Tips and Advice
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Pepsi Next launch is a bright spot in mixed report
Despite a 25% increase in ad expenditures, PepsiCo's net income slipped 1.4% to $1.13 billion in the first quarter. Sales rose 4.1% to $12.43 billion against rising commodity costs. The company's ad spending spree included the March launch of Pepsi Next, which captured 1% of market share in U.S. dollars and is "really bringing back lapsed cola users," said Chairman and CEO Indra Nooyi.
The Wall Street Journal (tiered subscription model) (4/26) 
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Non-sponsors face hefty fines for using Olympics in ads
Retailers face fines of up to 20,000 pounds just for combining "games" and "2012" in summer promotions, as the International Olympic Committee and London organizers aggressively protect the Summer Games' 53 sponsors. Many are finding generic ways to allude to the Olympics. "The usage of Olympics in terms of logos et cetera is a very restricted area, and we?re not in that category, but we'll certainly be part of the strong celebrations," said Marks & Spencer CEO Marc Bolland.
Bloomberg Businessweek (4/26) 
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Technology
Google video sites thrive as Facebook loses viewers
Video viewing via Facebook was down 8% year over year in March, while Yahoo! was up by the same percentage, per comScore. AOL and Microsoft sites experienced the greatest losses of the period, down 23% and 22%, respectively. Google sites, which include YouTube, posted far and away the most minutes per viewer in March 2012, at more than 424, compared with Hulu's 275.2 and Yahoo!'s 72.4.
ClickZ (4/26) 
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Association News
2012 4A's PR Conference continues today in New York
Today marks Day Two of "Managing Brand Reputation in an Agile World—an Uncensored Conversation," the 4A's PR Conference, at the Sentry Centers in Midtown Manhattan. Keep up with all of the latest happenings from the event via the following links:
  • Official Conference Hashtag: #4AsPRConf
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Reinventing Account Management: ?Next Practices? for Senior Agency Professionals
To get different results, agency professionals must work in different ways. Break the old patterns and approach marketing problems with a different perspective and a different set of tools by attending the 4A's "Reinventing Account Management" workshop, May 9 in Portland, Maine. Participants will learn how to increase personal effectiveness by setting the right priorities, improving delegation skills and leveraging technology to become a more effective marketing professional. 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.
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Homepage | Training Programs | All Upcoming Events
Legislative & Regulatory
FCC to vote on political ad spend disclosure mandate
The Federal Communications Commission is expected to vote on the issue of political ad spending disclosure today. Broadcasters continue to balk at new FCC mandates forcing them, but not their cable brethren, to disclose those figures online. Though they were on file before, broadcasters fear that facile comparisons online will put them at a competitive disadvantage when it comes time to negotiate with future advertisers. The FCC has disagreed, characterizing the broadcasters' objections as "against technology, against transparency and against journalism," said FCC Chairman Julius Genachowski.
Los Angeles Times (tiered subscription model)/Company Town blog (4/26) 
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Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.
John Steinbeck,
American writer
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