Editors add entrepreneurial role to their job portfolio | Butler, Shine, Stern wins Hillshire Farms account | ANA: Marketers ask agencies to share the pain
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April 3, 2012
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Editors add entrepreneurial role to their job portfolio
Successful magazine editors are increasingly taking on the publisher-like role of salesman, pushing their publications' brand as well as pushing pages to the press and other traditional functions. Editors are taking on more of an entrepreneurial role, which can be both burdensome and stimulating. "If you want to be more peripatetic and expand in more than one direction, it?s a great time to be an editor in chief," says Good Housekeeping editor Rosemary Ellis. Women's Wear Daily (free content) (4/2)
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Agency News
Butler, Shine, Stern wins Hillshire Farms account
Sara Lee has chosen California-based independent shop Butler, Shine, Stern & Partners as the agency of record for its Hillshire Farms brand. "We looked at many agencies, but after careful consideration, we decided to appoint BSSP given their insightful thinking, strategic approach and passion for our brand shown over the course of the process," said a Hillshire Farms spokesperson. Advertising Age (free access for SmartBrief readers) (4/2)
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ANA: Marketers ask agencies to share the pain
Of budget-challenged clients, 52% plan to ask their agencies to be frugal and cut back on internal costs, but the 17% asking for reduced agency compensation is the lowest tally reported since 2008, per an Association of National Advertisers survey. The most favored solution for agencies is cutting back on travel costs, with 68% of respondents supporting the move. Advertising Age (free access for SmartBrief readers) (4/2)
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Burger King hires celebrities to promote new menu
Burger King is using celebrities such as Jay Leno, David Beckham, Salma Hayek and Steven Tyler to pitch the largest expansion of its menu in the chain's history. The restaurant is using ad shops McGarryBowen as well as Mother to tout the new salads, wraps, smoothies and frappes. The tagline for the campaign will be "exciting things are happening at Burger King." Advertising Age (free access for SmartBrief readers) (4/2), USA Today (4/2)
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Brand USA gears up for promotional campaign
The U.S. is set to begin a worldwide tourism marketing campaign to draw travelers into the country and retake its lost share of the global tourism market, this feature says. Nonprofit group Brand USA is spearheading the multiplatform operation, initially targeting Britain, Japan and Canada. "We're selling the whole and not the parts, the belief system, and the ideal as well as the destination," said Chris Perkins, chief marketing officer of Brand USA. The New York Times (tiered subscription model) (4/2)
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Revel's ads emphasize the non-casino side of the resort
Atlantic City casino Revel is in the midst of a $15 million to $20 million ad campaign that hardly mentions gambling. The company says the business strategy of the advertising is to emphasize the experiential aspect of visiting the casino. "We're trying to get the leisure and lifestyle customer to Revel," says Revel's Sid Yu. Ads are running in regional and national magazines alongside an outdoor ad campaign. The New York Times (tiered subscription model) (4/2)
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Skype takes on texting and Twitter in new campaign
Microsoft-owned Skype is aggressively promoting its voice-over-IP telephone and video service by comparing it favorably to text-messaging and tweeting. The $12 million campaign through Pereira & O'Dell uses lines such as "140 characters doesn't equal staying in touch," a shot at Twitter. Advertising Age (free access for SmartBrief readers) (4/2)
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Yankee Cano stars in Spanish-language "SportsCenter" ad
Robinson Cano is going viral in ESPN's first "This is SportsCenter" ad produced in Spanish for ESPN Deportes, as well as in an English execution. In the ad, the New York Yankees player high-fives his cold to those around him. ESPN's Hispanic audience has grown 15% in the past five years, including the network's Spanish-language offering, ESPN Deportes. The New York Times (tiered subscription model) (4/2)
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Trends & Research
Tablets pushed mobile search growth rates in Q1
Mobile as a percentage of total search advertising budgets was 12.3% in the first quarter of 2012, per IgnitionOne. The industry is getting comfortable with paid search via mobile platforms, said IgnitionOne President Roger Barnette. MediaPost Communications/Online Media Daily (4/3)
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Business Tips and Advice
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Marketer News
Maria Sharapova wins the Samsung slam in native land
Tennis star Maria Sharapova has been signed by Samsung to tout its mobile, television and tablet products to her native Russia, as well as the Commonwealth of Independent States. Already the highest paid female athlete in the world, Sharapova has endorsement deals with Nike, Tag Heuer, Tiffany and Evian, and promoting Samsung's mobile phones would be the third brand she's been behind in her pitch-woman career. Bloomberg Businessweek (4/2)
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Featured Press Releases
Yahoo! renews several Web series, plans 3 more shows
Yahoo! will renew seven of its eight women-oriented Web video series. The shows received between 1 million and 3 million unique views in February and are among the top 25 viewed online series. Yahoo! has also green-lighted three new series. Producers say they prefer the format because it gives shows time to grow. Advertisers like it too. "Yahoo's women's slate significantly outperformed the other video programs supporting the 2012 Toyota Camry launch campaign," said Toyota's Dionne Colvin. Adweek (4/2)
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Association News
4A's, Arnold Worldwide unveil "Open Advertising" Hub
The 4A's, in conjunction with Arnold Worldwide, has launched a new Web-based video platform, called Open Advertising, aimed at young adults and intended to attract best-in-class talent to the ad-marketing industry. The site's primary feature is a collection of videos from young ad professionals sharing their work experiences. In addition to highlighting the diversity of roles that exist in the industry, Open Advertising showcases how technology and innovation are at the core of marketing and advertising today. Visit the Open Advertising website to learn more and to find out how you can contribute to this important new initiative.
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Pitch Strategy for the Team
Proven Strategies to Increase Your New Business Rate
Take the 4A's new Professional Development Seminar "Pitch Strategy for the Team," April 19 in Cleveland, and you will immediately begin making your competitive pitch engagements more disciplined, strategic and engaging. From pitch discovery to capabilities sessions to final pitch presentations, learn the contrarian strategies that will separate you from the pack and hook prospects in unexpected ways. From beginning to end, learn an innovative approach that will consistently increase your odds of converting the business.

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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Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."
-- Antoine de Saint-Exupery,
French writer
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