ANA denounces Google's move to block third-party cookies | NBCUniversal ramps up marketing for Peacock streaming service | Pepsi Zero launches black can, Super Bowl free drink pledge
January 17, 2020
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ANA denounces Google's move to block third-party cookies
The American Association of Advertising Agencies and Association of National Advertisers have responded to Google's announcement that it's planning to eliminate third-party cookies from Chrome with a joint open letter denouncing the move. The letter states that the decision "would threaten to substantially disrupt much of the infrastructure of today's Internet without providing any viable alternative," adding, "We are deeply disappointed that Google would unilaterally declare such a major change without prior careful consultation across the digital and advertising industries."
The Drum (free registration) (1/17),  Ad Age (tiered subscription model) (1/16),  MediaPost Communications (1/16),  The Wall Street Journal (tiered subscription model) (1/16) 
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The 2020 Influencer Marketing Playbook
It's no secret that influencer marketing is a critical marketing strategy in 2020. Get the 2020 Influencer Marketing Playbook to guide you through the 6 steps to strategize & execute influencer marketing. Download the Playbook!
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Marketing Strategy
NBCUniversal ramps up marketing for Peacock streaming service
NBCUniversal is reportedly investing more than $300 million during its first year to promote its Peacock streaming service, with plans to run ads on and off its TV networks and websites. Unilever, State Farm Mutual Automobile Insurance and Target have signed on as launch partners and have committed millions in ad spend to tout the new service on their media and websites and in retail locations.
The Wall Street Journal (tiered subscription model) (1/16) 
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Creativity and Marketing Innovation
Pepsi Zero launches black can, Super Bowl free drink pledge
Pepsi Zero launches black can, Super Bowl free drink pledge
(PepsiCo)
PepsiCo is releasing a matte black version of the Pepsi Zero Sugar can and promoting the new packaging with a promise to reimburse all purchases of the beverage up to $2.50 if either Super Bowl team's final score ends in a zero. Purchases of Pepsi Zero eligible for reimbursement must be made from Feb. 2 to 4, according to a company statement.
CNBC (1/16),  FoodBev (1/16) 
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M&M's debuts new look with on-packaging messages
Mars Wrigley is releasing four varieties of M&M's in packaging with 36 different messages, such as "You make mama proud" and "Congrats on that thing you did," for a limited time starting Jan. 20. The brand is also selling 92 Red Carpet Edition boxes in honor of the 92nd Oscars broadcast featuring 12 M&M's packs, a roll-out red carpet and space for a personalized message.
Candy & Snack Today (1/16) 
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Marketing Insights and Trends
ANA: Connected TV becomes powerful marketing tool
An in-depth Association of National Advertisers and Innovid study reveals that connected TV extends audience reach and deepens customer engagement. The study examined 60 million interactive impressions and included a variety of brand categories.
Advanced Television (free registration) (1/16),  Marketing Dive (1/16),  MediaPost Communications (1/16) 
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Measurement and Technology
How marketers can prepare for a "cookie-less" world
Ad buyers and brands are rattled by the fact that Chrome is eliminating cookies and they're "losing their foundational tracking mechanism," Alison Weissbrot writes. She contends Google's Privacy Sandbox solution is "still too theoretical" and suggests marketers start the changeover process by considering first-party data usage, rethinking targeting and optimization and considering new measurement techniques.
AdExchanger (1/17) 
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Facebook shelves WhatsApp ad plan
Facebook has disbanded a team it had working on possible WhatsApp ad integrations, which also caused the messaging service's founders to resign nearly two years ago, according to The Wall Street Journal. Facebook has plans to develop Status ads and is working on revenue-generators, such as tools for businesses to connect with consumers.
The Verge (1/16),  The Wall Street Journal (tiered subscription model) (1/16) 
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Government and Marketing Law
ANA troubled by Wash. state privacy proposal
Washington state lawmakers unveiled a privacy bill this week that would give consumers the right to opt out of targeted advertising and also access, delete and correct personal data. The bill would prohibit businesses from charging different fees for individuals who don't want personal data stored by the company, which ANA's Dan Jaffe calls "very problematic," because it would inhibit companies' ability to implement loyalty or rewards programs.
MediaPost Communications (1/16) 
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ANA Update
CMOs: Are you ready for CX 2030?
How can CMOs keep up with evolving tech causing strain on brands? Using new CX research as the basis for his recommendations, Wilson Raj, global director of customer intelligence at SAS, provides insight into the mind of the future consumer and the actions brands can take now to grow, evolve and thrive over the next decade.
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Let pioneers and pros help you navigate tech
At the 2020 ANA Masters of Data and Technology Conference, March 2-4, in Orlando, Denise Karkos, CMO at SiriusXM + Pandora, will share her thoughts on what it takes to build a solid analytics foundation within an organization that elevates accountability in marketing performance and drives a competitive advantage.

Register today to join her and other leading marketing executives from P&G, McDonald's, IBM, Experian, Diageo Beer Company, Epsilon-Conversant and MediaMath, who will also share their insights on how to use data, analytics and technology to help you improve your department's efficiency and drive growth.
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Editor's Note
SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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You know there are moments such as these when time stands still and all you do is hold your breath and hope it will wait for you.
Dorothea Lange,
documentary photographer, photojournalist
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