Cleaning products are named for "Dirty Jobs" TV show | MDC Partners says it expects to surpass $1 billion target this year | Merrell taps Hill Holliday as agency of record
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April 10, 2012
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Cleaning products are named for "Dirty Jobs" TV show
The Discovery Channel series "Dirty Jobs" has inspired a Dirty Jobs line of cleaning products, including hand sanitizers, a stain remover, carpet cleaners, a degreaser, and a spot and stain remover. "Dirty Jobs" host Mike Rowe is featured in the ad campaign, and his campaign supporting skilled trades is highlighted on the brand's website. The New York Times (tiered subscription model) (4/9)
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10 ways to inspire creativity in your staff.
Fostering creative business practices isn't as hard as it seems and can lead to smart solutions. Use these ten techniques to help inspire and encourage creativity in your staff. Read the article and learn 10 ways to get the creative juices flowing.

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MDC Partners says it expects to surpass $1 billion target this year
MDC Partners says it expects to top its previously stated revenue target of $1 billion this year, even though it has posted a net loss for four of the past five years. MDC's growth can largely be attributed to its strategy of buying up agencies, increasing its estimated share of the U.S. market to 2%. Advertising Age (free access for SmartBrief readers) (4/9)
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Merrell taps Hill Holliday as agency of record
Outdoor shoe and apparel maker Merrell is consolidating its creative efforts with the selection of Hill Holliday as its agency of record. The Boston-based agency won the international account after a review. Advertising Age (free access for SmartBrief readers) (4/9)
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Other News
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

Lumia 900 is Nokia's new calling card to U.S. market
Nokia's head of North American marketing, Valerie Buckingham, says the launch of the Lumia 900 is as much about reviving the sagging brand in the U.S. as promoting the smartphone for AT&T subscribers. The first of a spate of new spots stars former "Saturday Night Live" comic Chris Parnell and suggests that smartphone users have been used as unwitting product testers with the technology now culminating in the 900 model. Adweek (4/9)
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Saatchi & Saatchi takes Kraft's Trident on an emotional ride
Kraft is changing the marketing direction for Trident gum as it moves to target particular demographics, including women and millennials. For gum chewers in their 20s and 30s, for instance, new agency Saatchi & Saatchi is emphasizing the emotional connections of the brand with pop-art animated colors and the tagline "See what unfolds," while de-emphasizing functional benefits of the gum. Advertising Age (free access for SmartBrief readers) (4/9)
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5 CES Trends Marketers Should Watch Next Year

The lead up to CES is something of an event in itself within the industry, as professionals anticipate the top trends for this year's tech showcase. AOL's Category Development team takes it one step further and hones in on five key trends that will have a big impact on marketers. Here's what they have to say: Read the full article.
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Cerberus to buy majority stake of AT&T Yellow Pages
Cerberus Capital Management is buying a majority stake in AT&T's Yellow Pages business for $950 million in cash and debt. A representative for AT&T said that the company wants to focus on its growing wireless business, and Cerberus added that it plans to "explore new avenues of online and mobile growth" with the Yellow Pages unit. The Wall Street Journal (tiered subscription model)/Dow Jones Newswires (4/9), Los Angeles Times (tiered subscription model)/The Associated Press (4/9)
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Trends & Research
Global spending on Internet ads increased 16%, reaching $85B
Worldwide digital-ad spending rose 16% in 2011, to nearly $85 billion, and is expected to increase 16% more this year, according to GroupM. Digital accounted for more than 17% of all global advertising last year. Adweek (4/9), MediaPost Communications/Online Media Daily (4/10)
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Business Tips and Advice
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Marketer News
Brands invite consumers to celebrate their birthdays
Life Savers and Motel 6 are among the growing list of advertisers celebrating brand anniversaries by engaging in the nostalgic glow of "comfort marketing" -- using social media to tell brand histories and dusting off old taglines and packaging to increase a consumer sense of "status and reputation," says Big Fuel's Avi Savar. The New York Times (tiered subscription model) (4/9)
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Disney-trained Chevy dealers to focus on friendliness
Chevrolet dealers are taking lessons on how to treat guests from Disney in an effort to boost the friendly perceptions among shoppers of its dealerships. The effort includes the training of 3,100 dealers at the Disney Institute in Orlando, Fla., as well as a physical redesign of dealerships. New ads also will feature fictional dealerships to erase the fear consumers hold about actual dealerships. Advertising Age (free access for SmartBrief readers) (4/9)
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Facebook ponies up $1B for photo sharer Instagram in mobile play
Facebook will pay $1 billion to buy photo-sharing application Instagram because the social network recognized its shortcomings in providing the service, analysts said. The deal aims to make it simpler for Facebook users to upload and share pictures via mobile phone. "We really don't know how Facebook will monetize mobile platforms," said Altimeter Group analyst Rebecca Lieb. "The first step is to make Facebook friendlier on mobile devices, and this will certainly do that." The Wall Street Journal (tiered subscription model) (4/10), The New York Times (tiered subscription model)/Bits blog (4/9), MediaPost Communications/Online Media Daily (4/9)
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Apps for social TV go beyond check-in to conversation
As social television comes into its own, tactics for capturing attention (and ads) on the second screen are already in their second phase. Shows must go beyond airing a TV commercial with a Twitter hashtag or Facebook reference and build a deeper relationship between content, marketing and social conversation, experts note. For example, "Glee" and "Conan" are offering viewers additional content in real time to promote live viewing. Startups such as GetGlue, Umami and Miso are approaching social television with specialized applications for tablets and smartphones. CNNMoney (4/9)
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Association News
Media Matters: Radio Reinvention
Since 2010, members of the 4A's Local Video/Audio Committee have partnered with the Radio Advertising Bureau (RAB) to develop universal practices within the radio buying and selling industry. The 4A's member bulletin "Media Matters: Radio Reinvention" captures the finalized recommended agreement between both parties to improve current business buying and selling practices involving currency, administration, stewardship and reconciliation, with the purpose of improving operating efficiency.

4A's members can log in and download this bulletin from our website.

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Pitch Strategy for the Team
Proven Strategies to Increase Your New Business Rate
Knowing exactly what's going on behind the scenes of a competitive review is a guessing game at best. However, understanding what the prospect is really up to can make or break your pitch. Should you even engage? If so, what approach will best convert the business? The 4A's Professional Development Seminar "Pitch Strategy for the Team," April 19 in Cleveland, has been designed to help you maximize your pitches, making them more disciplined, strategic and engaging.

Registration is open to both 4A's members and non-members. Visit our website to learn more about the program and to register online.

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Quarrel not at all. No man resolved to make the most of himself can spare time for personal contention."
-- Abraham Lincoln,
16th U.S. president
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